This sponsored content was created in collaboration with a Skift partner.
In this video:
- Destinations and travel brands are shifting from retrospective reporting to real-time behavioral intelligence as they face rising uncertainty, changing consumer patterns, and intense global competition for travelers.
- Marketers are under growing pressure to optimize media spend, reduce acquisition costs, and justify ROI, making high-quality, actionable data more critical than ever.
- Zartico uses AI-powered data cleansing, segmentation, and movement tracking to help destinations, events, and attractions make faster, more predictive decisions.
In this video from the Skift Data + AI Summit, Zartico’s Nicole Brownell, chief operating officer, and Jay Kinghorn, co-founder and chief innovation officer, joined SkiftX Content Director Alison McCarthy to discuss how movement data and AI are reshaping destination strategy, marketing optimization, and real-time decision-making.
Zartico has repositioned itself as a behavioral intelligence platform in a sector long dependent on outdated reporting. The company gives clients a live, detailed map of how travelers interact with destinations by feeding AI-filtered movement data directly into decision-making workflows, replacing the old model of static dashboards and lagging data that often forced reactive planning.
This real-time precision is especially valuable as marketing teams face rising costs and shrinking budgets. Zartico’s data can surface wide disparities in customer acquisition costs, sometimes varying tenfold between markets, allowing marketers to fine-tune campaign spending based on actual performance rather than assumptions. The result: leaner, more defensible marketing and media strategies that adapt quickly as conditions shift.
While destinations remain the core business, Zartico is also expanding into skiing, resorts, and attractions. In 2023, its data guided event operations and guest experiences at the NBA All-Star Weekend in Salt Lake City, even prompting the city’s first-ever pop-up bars to meet traveler demand. As more sectors adopt this intelligence, Zartico’s ability to patch over fragmented data ecosystems offers a fuller picture of guest behavior onsite and beyond the property line.
This content was created collaboratively by Zartico and Skift’s branded content studio, SkiftX.
