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
