Mountain Travel Research Program changes its name | VailDaily.com

Mountain Travel Research Program changes its name

Daily staff report
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DENVER — The Mountain Travel Research Program, has changed its name to DestiMetrics. According to a press release, company officials believe the new name "will better describe our business and create a foundation for broader and deeper destination travel metrics and analytics, both in our core mountain markets and in newer, warm-weather destination markets."

The new name combines the "Destination" market and the benchmarking "Metrics," creating a trademarked name that defines a unique category of business services.

"The 'Resort Intelligence' tagline adds focus on the interpretive, application and consultation services that complement our reports to help our clients make data actionable and move the needle toward success," the release states.

The new name has been propagated through to the company's website and all other communications as of Saturday. The old contact information will still work, but the new web address is http://www.DestiMetrics.com. Company email addresses now end with "@DestiMetrics.com".