What's Now and What's Next in Destination Marketing
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Transcript of What's Now and What's Next in Destination Marketing
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ESTO
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YOUR GUIDES
Scott Beck
President & CEO
Visit Salt Lake
Victoria Isley
COO
DMAI
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Protect and advance the success of
official destination marketing organizations worldwide
DMO member organizations 600
$ 2 billion in annual budgets
13 U.S. states and 13 countries
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a ADVOCATE FOR THE
DMO INDUSTRY a ADVANCE THE
DMO PROFESSIONAL
Advance the DMO professional
Advocate for the DMO industry
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#StopWhining 1
2 #FreeYourContent
3 #PeoplevsMechanics
4 #HelpingTrumpsSelling
5 #IndividualsvsInstitutions
6 #EvolvingDMORoles
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#StopWhining Shift from defense to offense
Vocabulary from relevance to value
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100 a mature industry
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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
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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
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Source: 2013 DMAI DMO Visitor Information Centers Study
500+ destination visitor information
centers served 10 million
visitors in 2012
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“For me to win,
you don’t have to lose.”
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94%
92%
75%
95%
60%
6%
8%
25%
5%
30%
0% 20% 40% 60% 80% 100%
TripAdvisor/Review Sites
Third Party Mtg Planners
OTAs
AirBnB
Opportunity Threat
Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
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#FreeYourContent Bring content to the people,
not just people to the content
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You Find Your Customer
50%
Your Customer Finds You
50%
Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
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Why It Matters
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Why It Matters
22 number of websites
visited before
booking
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Source: State of the American Traveler
Generation
“C”
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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
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DIGITAL INTEL + REAL STORY + SPEED + EXECUTION > $$$
NEWSJACKING:
DAVID MEERMAN SCOTT
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10,185 likes
201 comments
1,732 shares
42,600 post clicks
367,744 people saw the post
121 Retweets
49 Favorites
13 Comments on Tweet
1 Press Release
259 worldwide media placements
54,002,319 impressions
$2,804,759 earned media
Cash investment: $0
Payoff: Brilliant!
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What is your pipeline
for inspirational content?
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#PeoplevsMechanics
technology as the vehicle
People at the core,
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they want to visit before they die.
No one makes a list of websites
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How do you want to make them feel?
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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
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Consumer
Action SHARE EXPERIENCE BOOK
RESEARCH/
PLAN DREAM
DMO
Role Amplify Activate with Partners Inspire
Engage
• Aggregate
• Curate
• Reward brand
advocates & ambassadors
Management , Marketing & Coordination
• PR & Media
• Partner engagement
• Influencer Partnerships
• Curated Content
• Visitor Centers & Twisitor Centers
Visual
High Impact,
Viral Content
• Multi-channel
• Engage
Influencers
• Experiential
• Storytelling
• Video
• Images
• Traditional
Adv
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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
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Visual Search
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#HelpingTrumpsSelling Help not hype
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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
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Source: Corporate Executive Board
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Original
Content
Multiple
Channels
Driving
Connections
Inserting DMO Sales
Pros in other channels:
Cvent, HelmsBriscoe, etc
Webinars
Video
Email mktg
Inserts
Blog posts
SEO/SEM
Content
Syndication
Face2Face Education
Engage Raving Fans
DMO Sales Training
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#IndividualsvsInstitutions Building trust through your people
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As an Individual 46%
As an Official Rep of my
Organization 54%
Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
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Park Employee
CAST MEMBER
or
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#EvolvingDMORoles In the continuum
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23%
Trusted Local Experts Best & Complete Information
For Travelers & Planners Curated & Organized
23%
Economic Development Thru Tourism Economic Driver/Engine Delivers Immediate Rev Quality of Life Long Term Jobs
11% Destination Manager Best Interests of All Connectors to Visitor Population Facilitators
Destination Brand Voice
Visuals
18%
Mktg Agency Produces Visitation Generates Revenue
6% 1%
Visitor Experience Customer Service Only True Citywide
Source
18%
DMO VALUE PROPOSITION
DESTINATION TRAVELER
What do you believe is the unique value proposition of a DMO? (or should be?) (150 DMO CEOs responding)
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3% 3% 6%
59%
29%
Destination Brand/
Marketing Agency
Manage Vis Experience
Community/ Destination
Traveler/ Visitor
71%
29%
Economic Development
through Tourism
Trusted Local Expert
Destination Mgr
Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
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17%
20%
26%
33%
41%
39%
41%
17%
40%
33%
33%
26%
39%
36%
66%
40%
41%
33%
33%
22%
23%
0% 20% 40% 60% 80% 100%
Big Data
Increased Consumer Collaboration & Influence
Speed of Change
Shifting Consumer Demographics
ROI/Accountability
Behavioral Targeting
Growth of Distribution Channels & Devices
Most Impact Second Third
Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
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31%
43%
25%
34%
59%
52%
53%
54%
51%
57%
57%
36%
34%
43%
15%
6%
19%
9%
5%
14%
4%
0% 20% 40% 60% 80% 100%
Big Data
Increased Consumer Collaboration & Influence
Speed of Change
Shifting Consumer Demographics
ROI/Accountability
Behavioral Targeting
Growth of Distribution Channels & Devices
Prepared Neither Unprepared
Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
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ESTO