Ashley McHugh

RESEARCH DIRECTOR

New to SMARInsights in 2025, Ashley has a passion for translating complex data into actionable and impactful solutions that benefit stakeholders across various sectors, such as airlines, attractions, hotels, civic stakeholders, and real estate developers.

She also has a unique background in education, which enables her to communicate the stories behind the data in clear, compelling, and persuasive ways. She has published multiple articles on topics such as digital marketing, social media trends, and economic impact analysis, and she received recognition as one of Memphis Business Journal’s 40 Under 40 in 2023.

She is always eager to learn new skills and technologies, and to collaborate with others who share her vision of leveraging data for positive change.

                                                                Research Experience
                                                       McHugh served the past 8 years directing research at Memphis Tourism, where
                                                               she built a world-class business intelligence program that harnessed
                                                               analytics, research, and data to strategically transform how the DMO
                                                               imagined the future of tourism in Memphis. As a direct result, Memphis Tourism
                                                               was able to access hyperlocal custom insights that were used to grow the
                                                               local visitor economy, attract new visitors, and amplify marketing impact.
                                                              Ashley continues to speak at domestic and international events as a thought-                                                              leader in the travel industry, illuminating the intersections of technology
                                                              and tourism.


                                                            Education
                                                    The Ohio State University, B.A.
                                                            Boston University, M.A.
                                                            University of Arkansas, M.F.A.