trending now in destination marketing: a review of trends in destination marketing and management
TRANSCRIPT
Trending Now :Destination Marketing and Management
Mountain Travel Symposium
@meetDMAI
ADVANCE THE DMO PROFESSIONAL
ADVOCATE FOR THE DMO INDUSTRY
PROTECT & LEVERAGE ASSOCIATION RESOURCES
Professional Development Career Development Peer-to-Peer Networking
• At Home• In the Meetings Market• In the Consumer Market
DMO Members Allied Members & Sponsors Leadership & Governance Professional Management
DMOs
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DMAI’S ROLE
600 DMO MemberOrganizations
Within 16 Countries
$2.5B+Annual Budgets
Sources:1.DMO Marketing Activities Study, DMAI2.2013 DMO Organizational & Financial Profile Study, DMAI
79% receive hotel tax dollar investment
U.S. DMOs at a glance
Average Staff = 13
46% of DMOs are membership based; average of 100 members
Sources:1. 2013 North American DMO Organizational & Financial Profile Study, DMAI
74% are independent, not-for profits Of that 63% are 501(c)(6)s 14.6% are government agencies 4.6% are Chamber of Commerce 4.0% are authorities
38%
22%
19%
18%
9%
23%
16%
Market & Sell To Visitors Inform &
Advise Visitors
Develop Destinatio
n Deliver Visitor
Services
DMO Investment
Description
2013 DMO Organizational & Financial Profile Study
What we learned
2013 average DMO budget increased 3% breaking $3M
1 in 7 destinations increase investment through TID / MDA / Voluntary marketing fee
38% of DMO’s have partnership programs
218 participating DMOs’ revenue and expenses, funding sources, visitor taxes break downs, allocations, financial policies, visitor center information and online marketing efforts
Source:1.2013 DMO Organizational & Financial Profile Study, DMAI
Group Sales Impact
Description
2013 DMO Group Sales Channel Impact Study
What we learned
Collectively drove 39 million group room nights for future events, growing by 4.9% from last year
Over 280 U.S. destinations rely on DMO sales and marketing efforts to attract events to their respective communities.
Quantifies the impact of DMO group sales channel from 2009 to 2012 based on booked room nights for future events, occurred event room, and the number of events that occurred and were booked
Sources:1.DMO Marketing Activities Study, DMAI2.2013 DMO Organizational & Financial Profile Study, DMAI
1 in 5 Group hotel room nights in the U.S. influenced by DMOsGrowth of 4.9% from last year
39Mroom nights
(booked)
Source:1.. 2013 DMAI DMO Group Sales Channel Impact Study, DMAI
TRANSFORMATIVE and TRENDING
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CONSUMER BEHAVIOR The growth and ease in the consumer’s ability to access products and services
via the Internet (and complementary technologies) has made side-stepping established businesses more common, disrupting traditional distribution channels and entrenched ways of doing business
Individuals have become more active online creators (77% compared to 10% seven years ago), ranging from consumer-curated content (e.g., Pinterest, Instagram) to individually-created products and or services for sale. This increased activity suggests that businesses who expect the consumer to passively accept their static offerings will become increasingly irrelevant to that very consumer.
Organizations who do not offer an integrated consumer experience across all channels and platforms -- mobile strategy, in-store strategy, advertising strategy, to name a few -- will be side-stepped in favor of one that is responsive to the consumer’s needs and available when the consumer is looking for them
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EVOLVING DMO ROLES There is growing demand for DMO attention as DMOs gain visibility
and become more relevant, creating more demand on the DMO budget
DMOs are experiencing increased competition in their meeting planner and consumer channels – and even with local stakeholders. The industry needs to evolve its positioning and language from one of ‘relevancy’ to that of ‘value’
The DMO industry must explore more ways to work together to position themselves collectively more efficiently than they can individually to ultimately inspire more travel
Based on the DMAI Strategic Planning Survey of more than 100 DMO CEOs, the majority of official DMOs believe their value proposition to be “economic development through tourism.”
VAIL VALLEY GETTING IT DONEREGIONAL COMMUNITY DEVELOPMENT ORGAINIZATION 800 MEMBERS – 21 IN LAST QUARTER DEDICATED TO ECONOMIC VITALITY OF VAIL VALLEYENSURE LOCAL BUSINESS SUCCESS
Partnering with local businesses Collaborating with key stakeholders
EFFORTS AND BENEFITS:3 DISTICNT ROLES
Chamber of Commerce, Destination Marketing Organization Economic Development
The Partnership strives to sustain and enhance the Vail Valley as a tourism destination and as a place to do business by contributing to the identity and economic well-being of the community.
A Strategic Roadmap
Global Destination Marketing
for the Next Generation
FIELDED APRIL 214OVER 250+ GLOBAL DMOs ParticipationA comprehensive definition of the current state of affairs A view of the future, identifying emerging social, economic and competitive trends and Recommendations on how DMOs should respondToolkit to assist DMOs in their response
Futures StudyDestination Next
Destination Arena - 100+ Measures
Compare DMO PerformanceMeeting SalesBooking PaceMembershipLeisureInteractiveMobile SocialResources/StrategyMarket Conditions
Dashboards• Up to date business
intelligence based on automated data feeds
• Interactive to allow for customization
Annual Reports & Quarterly Webinars
• Annual State of the Industry Report
• Quarterly Webinars dealing with specific topics and short-term developments
Customized Reports
• Report customized to review individual performance relative to peers and competitors
• Available for individual organizations or regions
Workshops • Consulting and workshops to assist DMO improve performance
Why should you care?
STAR report for DMOSBlueprint for Improvement, professionalism, Architects of your tourism cathedralReal-time and ongoing comparative tracking of current business and future outlookDetailed assessment of competitive positionProactive plan available instanteously to develop strategy before the stormStrategic input to sales and marketing activities