visit spokane big annual meeting
DESCRIPTION
What's Now & What's Next in Destination Marketing delivered for Visit Spokane's Big Annal MeetingTRANSCRIPT
Victoria Isley
Chief Operating
@meetDMAI
Protect and advance the success of
official destination marketing worldwide
DMO member organizations 600
$ 2 billion in annual budgets
14 U.S. states and 13 countries
a ADVOCATE FOR THE
DMO INDUSTRY a ADVANCE THE
DMO PROFESSIONAL
Advance the DMO professional
Advocate for the DMO industry
100 a mature industry
1in5
Source: 2013 DMAI DMO Group Sales Channel Impact Study, Tourism Economics, STR
38 Group hotel room nights in
the U.S. influenced by DMOs
million group hotel room
nights influenced by U.S.
DMOs in 2012
US Cities/
Regions
US
States
LEISURE SPEND TOTAL BUDGET
INVESTED ANNUALLY DEDICATED TO
LEISURE
MARKETING
$4.6 BILLION 50%
Sources:
DMAI DMO Marketing Activities Study
State Tourism Office Budget Report, US Travel
Budgets of National Tourism Organizations, UNWTO
Countries
DMOs KEEPING PACE WITH CONSUMER MEDIA CONSUMPTION
Mass Advertising Still Rooted in Traditional Media
DMO MARKETING ALLOCATION
US WEEKLY MEDIA CONSUMPTION
US ADVERTISING SPENDING
DIGITAL MEDIA TRADITIONAL MEDIA OTHER
Source: DMAI DMO Marketing Activities Study
DMOs HAVE EMBRACED & INTEGRATED
SOCIAL MEDIA INTO THEIR OVERALL MARKETING EFFORTS
98% FACEBOOK
91% TWITTER
88% YOUTUBE
64% FLICKR
29% PINTEREST
Source: DMAI DMO Marketing Activities Study
#FreeYourContent Bring content to the people,
not just people to the content
You Find Your Customer
50%
Your Customer Finds You
50%
Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
Service is the New Sales
56%
Sales is just Sales 6%
Marketing is the New Sales
38%
Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
Source: Corporate Executive Board
Why It Matters
Why It Matters
22 number of websites
visited before
booking
PAID
MEDIA
EARNED
MEDIA
OWNED
MEDIA
SHARED
MEDIA
Sponsorships
Advertising
• Online
• Broadcast
• OOH
PR
Social Media
Websites
Visitors Guides
Vis Ctr
Staff Apparel
Booths
Social Media
Coop Mktg
Partner Mktg
Sponsored Content
Distributed Content
Highly influential in decisions to purchase a product or service All adults
Word of mouth 54%
Information from a website 47%
Email sent by someone you know 42%
Something you read in an online interview 31%
Something you heard on the radio 29%
Television ad 27%
Something you received in the mail 25%
Magazine ad 23%
Newspaper ad 22%
Online ad 17%
Email sent by an advertiser/company 16%
Informercial 12%
Mobile phone ad 11%
EXPRESSION IMPRESSION
of all brand conversations contain a specific reference to marketing or media
as a content source
Source: Keller Fay, base: 162,000 conversations
#PeoplevsMechanics
technology as the vehicle
People at the core,
they want to visit before they die.
No one makes a list of websites
How do you want to make them feel?
Consumer
Action SHARE EXPERIENCE BOOK
RESEARCH/
PLAN DREAM
Help
Them
Feel
Rewarded Amazing Confident Motivated Inspired
Consumer
Role AMBASSADOR VISITOR CONSUMER
DMO
Role Amplify Activate with Partners Inspire
Source: Destination Marketing Association International
Image Impact Quality & Quantity of hotel’s online
images can result in
4.5% take-up and $3.50 higher ADR
Rich Media Distribution Hoteliers distributing rich content to 3rd party
travel sites increase traffic to their site by 6.5-
13%, and look to book on their own sites
increase up to 8%
Trust Scores 1% gain in hotel's online reputation means a
.89% increase in ADR, a .54% increase in
occupancy and a 1.42% increase in RevPar.
The Bottom Line
“Visual and social impacts are critical to the value of hotels today. Investors now check a hotel’s
trust score and page rank on google prior to acquiring properties.”
David Doucette, Executive Director, Internet Marketing
Fairmont Raffles Hotels International
Sources: Expedia, Ice Portal, ReviewPro, Cornell
Visual Search