destination marketing insights from their meeting executive clients

Executive Perspective 2016

Destination Marketing Insights from Meeting Executives

January 2016

Key Takeaways for Destination Marketers

•  Executives are increasingly looking to DMOs to provide financial incentives to offset escalating meeting costs.

•  Executives are expecting DMOs to provide services that increase the business performance (attendance, sponsorship) of their meetings.

•  Meeting executives are best engaged through face-to-face appointments and events.

Key Takeaways for Destination Marketers

•  DMO print advertising, print materials and email marketing are seen as ineffective by executives.

•  DMOs need to do more to demonstrate they understand the business elements of the meetings they are trying to place in their destinations.

•  DMOs need to stop cold-calling and emailing meeting executives.

20%

24%

34%

3%4%

10%5%

1. What best describes your meeting industry professional role?:

ASSOCIATIONEXECUTIVE

CORPORATEPROFESSIONAL

ASSOCIATIONPROFESSIONAL

INCENTIVEPROFESSIONAL

ASSOCIATIONMGMTFIRM

EVENTMANAGEMENTAGENCY

OTHER

3%

7%

35%55%

2.HowlonghaveyoubeenworkinginthemeeOngsandeventsindustry?:

LESSTHANTWOYEARS

2-5YEARS

6-10YEARS

11-20YEARS

20+YEARS

Who did we ask?

398 primarily US-based meeting professionals

90% had over 11 years meeting

industry experience

November web survey

Source:FULCRUM/KlimanGroup2016


2%4%

5%

6%

6%

8%

69%

3.Whererespondentsplacetheirbusiness:

OCEANIA(AUSTRALIA/NEWZEALAND)

ASIA

LATINAMERICA

OTHER

CANADA

EUROPE

USA

Over 30% of respondent’s business was placed outside the US.


0% 10% 20% 30% 40% 50% 60% 70%

KEEPINGMYJOB

DEALINGWITHSHARINGECONOMY

CSRCONSIDERATIONS

PERSONALCAREERGROWTH

OTHER

TAKINGMEETINGSGLOBAL

MULTI-GENERATIONALNEEDS

KEEPINGUPWITHTECHNOLOGY

INCREASINGLODGINGCOSTS

INCREASINGF&BCOSTS

WIFICAPACITYANDCOSTS

4.Thebiggestthingsrockingmyprofessionalworld:

•  “Costs are out of control.”•  “Incremental service charges and fees being added…”•  “Breaking with talking head format to create more innovative

meetings.”


Planners are looking for destination financial support to offset the effects of escalating costs and additional fees.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

LOCALEDUCATIONALSUPPORT

POSITIVELOCALPERCEPTIONOFMEETINGS

LEGACYDEVELOPMENTOPTIONS

DMOADVOCACYPROGRAM

ECONOMICDEVELOPMENTPARTNERSHIPS

STABLEDMOFUNDING

BROADMEETINGINDUSTRYCOLLABORATION

SUBVENTION/INCENTIVEPROGRAM

5.CommunitysupportelementsthatcontributetodesOnaOonappeal:

Noappeal LimitedAppeal ConsiderableAppeal GameChangingAppeal


0 10 20 30 40 50 60 70 80 90 100

RECENTMEETINGSINDUSTRYRANKINGSUNIQUEEVENTS

LOCALTRANSPORTATION

DESTINATIONBRAND

TECHNOLOGYTOSUPPORTPLANNER/ATTENDEENEEDS

ENTERTAINMENT,ATTRACTIONS,SHOPPINGANDDINING

INTERNETCAPACITY

MEETINGASSETS(E.G.CONVENTIONCENTER)

AIRACCESS

LODGINGACCOMMODATIONS

6.DesOnaOonstrengthelementsthatcontributetodesOnaOonappeal:

Noappeal LimitedAppeal ConsiderableAppeal GameChangingAppeal

Destination infrastructure continues to be the game-changer.


44.3%

43.4%

4.7%4.7% 2.8%

7.ChangeinfrequencyofengagementwithDMOsoverthelast12months

NOCHANGE

INCREASEDSOMEWHAT

INCREASEDSUBSTANTIALLY

DECREASEDSOMEWHAT

DECREASEDSUBSTANTIALLY

Executives have been engaging more frequently with DMOs.


0 10 20 30 40 50 60 70 80 90 100

LOCALLEGISLATIVE&REGULATORYSUPPORT/VOLUNTEERIDENTIFICATION&MANAGEMENT

KEYSUPPLIERSOURCINGCONTENTDEVELOPMENT/SOURCING

ENTERTAINMENT&CULTURALACTIVITIESSOURCINGLEGACYDEVELOPMENT

LOCALCOMMUNICATIONSDATAGENERATION&MANAGEMENT

NATIONAL/GLOBALCOMMUNICATIONSROOMBLOCKSOURCING

SPONSORSHIPIDENTIFICATION&SOLICITATIONATTENDEEMARKETING

8.HowdoyouexpectyourbusinessrelaOonshipacOviOeswithDMOstochangeinthenext24months?

Significantlydecrease SlightDecrease NoChange SlightIncrease SignificantIncrease

Executives are looking to DMOs to help drive elevated business results from meetings in response to increased costs.


0% 10% 20% 30% 40% 50% 60% 70% 80%

OTHER

PARTNERSHIPSWITHPROFESSIONALCONGRESSORGANIZERS(PCOS)

DEVELOPMENTOFCOLLEGEEVENTMANAGEMENTCURRICULA

SUSTAINABILITYPRACTICES

CVB/DMOPARTNERSHIPNETWORKS

DEVELOPING"BIGDATA"VISITORANALYTICS

SOCIALMEDIASERVICE/SUPPORT

EVENTSUBVENTION/INCENTIVEPROGRAMS

9.Whatcurrent/emergingDMOpracOcesandserviceswouldenhancetheappealofapotenOalmeeOngdesOnaOonforyourbusiness?

DMOs that offer financial support and attendee engagement services through social media will enhance destination appeal

to executives.


0 10 20 30 40 50 60 70 80 90 100

GOVERNMENTINFORMATIONWEBSITESOCIALMEDIA

INDUSTRYPUBLICATIONTRAVELREVIEWSITE

INDUSTRYSOURCINGPLATFORM

TRUSTEDCOLLEAGUE

DMO/CVBWEBSITE

HOTELORVENUEWEBSITE

SEARCHENGINE

10.FrequencyofuseofthefollowinginformaOonsourceswhenresearchinginformaOonoropinionsaboutadesOnaOon:

FirstStop Frequently SomeOmes Rarely Never

Google dominates as the channel of first resort. Executives seek out colleagues more than TripAdvisor for information

and opinions.


5.1%5.1%

4.1%5.1%

14.3%

22.4%6.1%

37.8%

5.1%

11.TheMOSTEFFECTIVEdesOnaOonmarkeOngengagementtacOctogetyourinterest/alenOon:

PRINTADVERTISING

DIGITALADVERTISING(WEBORSOCIALMEDIA)EMAILMARKETING

PHONECALLFROMADMOREPRESENTATIVE

NETWORKINGEVENT

F2FMEETINGORTRADESHOWAPPOINTMENT

PROPRIETARYEDUCATIONAL/RESEARCHCONTENTSITEINSPECTION/FAM

Seeing is believing. Executives want to engage face-to-face to understand the destination value proposition.


31.7%

11.9%

14.9%

32.7%

1.0%

6.9%

1.0%1.9%

12.TheLEASTEFFECTIVEdesOnaOonmarkeOngengagementtacOctogetyourinterest/alenOon

PRINTADVERTISING

DIGITALADVERTISING(WEBORSOCIALMEDIA)EMAILMARKETING

PHONECALLFROMADMOREPRESENTATIVE

NETWORKINGEVENT

F2FMEETINGORTRADESHOWAPPOINTMENT

PROPRIETARYEDUCATIONAL/RESEARCHCONTENTSITEINSPECTION/FAM

Cold calls and print advertising do not engage or make a positive impression with executives.


14.IftherewereONETHINGDMOscouldSTARTDOINGtomaketheirdesOnaOonsmoreappealingtoyourbusiness,whatwoulditbe?


15.IftherewereONETHINGDMOscouldSTOPDOINGtomaketheirdesOnaOonsmoreappealingtoyourbusiness,whatwoulditbe?


For additional meeting executive insights contact:

David Kliman: [email protected]

Bruce MacMillan: [email protected]

destination marketing insights from their meeting executive clients

Travel