A View from
Meeting Planners

WINNING
STRATEGIES
In Destination
Marketing
Development Counsellors International
• Work with 400+ cities, regions,
states and countries since 1960.
• Staff of 50 “pl...
Today’s Presenters

Alba Hotchkiss
DCI MICE Division, President

Karyl Leigh Barnes
DCI Tourism Practice,
Managing Partner
2012 Survey

Inaugural Edition
Survey Audience:
North America

Meeting planners with global
meeting planning responsibilit...
Influencing
Meeting
Planner
Perceptions
Q. What are the three leading
sources of information
influencing your perceptions
of an international destination?
CHART HERE: BAR CHART Page 8/9
Attending
Industry
Conferences
Q. Which industry conferences and
expos have you attended in the last
three years?
Best
Marketing
Techniques
Q. Rank the effectiveness of the
following marketing techniques as a
means of influencing meeting
planners who may be cons...
Preferred Format For
Educational Workshops
Where Meetings
Planners Are Getting
Their Industry News
Q. Which travel industry publications
do you read most frequently?
Reading Preferences
Most Effective Advertising Media
FAM
Trips
Q. How would you rate the
importance of educational or “fam”
trips on influencing your perception
of a destination?
Importance of Fam Trips on
Influencing Perception

Importance of Fam Trips
Association Vs. Corporate
How Meeting
Planners Interact
With DMOs
Q. When evaluating international
destinations for meetings,
which organizations do you
rely upon the most?
Most Common Interaction
Preferred Communication
Meeting Location
Decision Makers
Q. Who makes the final decision on
the destination for your meetings?
Best
Destinations
For
Meetings
Q. When thinking about
meeting destinations, which
destinations do you view most
favorably?
Best Countries For
International Meetings
Best Cities For
International Meetings
Top Convention Bureaus
Destination vs. DMO
Best Cities For
North American Meetings
Top North American DMOs
Destination vs. DMO
Thank You
• DCI will email you a copy of today’s
presentation
• PDF report can be downloaded at
www.aboutdci.com
• Contact...
Winning Strategies: A View from Meeting Planners
Winning Strategies: A View from Meeting Planners
Winning Strategies: A View from Meeting Planners
Winning Strategies: A View from Meeting Planners
Winning Strategies: A View from Meeting Planners
Winning Strategies: A View from Meeting Planners
Winning Strategies: A View from Meeting Planners
Winning Strategies: A View from Meeting Planners
Winning Strategies: A View from Meeting Planners
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Winning Strategies: A View from Meeting Planners

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DCI surveyed 187 meeting planners to gather important insight including top news sources read, conferences attended and marketing techniques.

Published in: Marketing, Business, Travel
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  • This Winning Strategies survey sought to determine the most effectivemarketing techniques that international destinations can harness to reach meetingplanners. Respondents were asked to rate the effectiveness of eight conventionalmarketing techniques used by destination marketing organizations. Respondentsrated each technique (advertising, destination newsletters, emails, educational workshops,hosted lunch or dinner receptions, articles in meetings industry publications,trade shows and webinars) on a 1 to 5 scale, where 1 is “poor” and 5 is “excellent.”Meeting face-to-face, whether at trade shows, receptions or educational workshops,ranked as the most effective means of influencing meetings planners who may beconsidering a destination that is new to them.This said, with the scores for the various marketing tactics all averaging between arating of 3 to 4, all techniques are considered influential among meeting plannersand none should be ignored as part of the destination marketing mix.
  • When meeting planners were asked where they receive their industrynews, Meetings & Conventions magazine topped the charts with 56% of respondentsselecting it as the publication they most frequently read. Successful Meetings camein second, tallying 42% of responses.When comparing association meeting planners with corporate meeting planners, itbecomes apparent that the most frequently read outlets vary by market segment.While association meeting planners are more likely to read Meetings & Conventions,Association Meetings and Convene, corporate meeting planners are more likelyto read Meetings & Conventions, Successful Meetings and Corporate Meetings &Incentives.When asked if they preferred reading travel industry publications online or in “hardcopy,” a majority of respondents (69%) indicated that they preferred reading thepublication in hard copy.Social media is not currently influential in shaping meeting planners’ perceptions ofinternational destinations. Only 3% of respondents chose social media as a leadingsource of information influencing their perceptions of a destination.
  • More than half of respondents (53%) noted that business/personal travelinfluences their perception of a destination. (See page 8). Educational (familiarization)trips totaled a mean score of 3.98 in importance of influencing the respondents’perception of a destination.Among respondents, 72% considered educational trips (familiarizations) as eitherimportant (4) or very important (5).
  • Yet competition for a meeting planner’s time is extremely strong, given that meetingplanners participate in an average of only 1.6 education trips annually. When theydo participate in educational trips, group trips are the most preferred format, with62% of respondent votes. While on average, individual education trips are preferredby 38% of respondents, association meeting planners are more likely than corporatemeeting planners to prefer individual trips.
  • The North American summer season is considered the best time to participate ineducational trips, with a 48% response rate. Fall in North America is a distant second,with 18% of the vote. Winter and Spring each tallied 17% of the vote respectively.Corporate meeting planners rate the importance of educational trips significantlyhigher than association meeting planners (average rating of 4.26 versus 3.79 forassociations). While both groups rate summer as the best time for educational trips,association meeting planners rate the spring season as their second choice, whilecorporate meeting planners prefer fall.
  • When asked which organizations they rely upon when evaluating internationaldestinations for meetings, of the six proposed options (international convention bureaus;destination hotels; destination management companies (DMCs); meeting planningagencies (third party planners); professional conference organizers (PCOs); other), 57%of respondents indicated that international convention bureaus were most important.Destination hotels received the second largest percentage of responses with 50% anddestination management companies cracked the top quarter with 27% of responses.When further analyzing the differences between association meeting planners andcorporate meeting planners, it is apparent that associations most commonly rely uponinternational convention bureaus when evaluating meeting destinations (associationmeeting planners 64% versus corporate meeting planners 47%). Corporate planners,however, are more apt to rely on destination hotels most frequently when evaluatingmeeting destinations (association meeting planners 44% versus corporate meetingplanners 56%). The most significant difference remains that corporate meetings plannersare much more inclined to rely on destination management companies (corporatemeeting planners 41% versus association meeting planners 16%).
  • When asked how they prefer to be contacted by international convention bureaurepresentatives, 67% of respondents indicated email. In-person visits at conferencesand expos were a distant second, with 17% of respondents indicating this preference.Personal visits and phone calls are not commonly preferred means of providingmeeting planners with information on convention destinations.
  • Meeting planners indicated that speaking to or emailing convention bureau staffis by far the most common form of interaction with a convention bureau (61% ofrespondents). Slightly more than a quarter (27%) of respondents indicated that theyvisit a convention bureau’s website, with 9% noting that they commonly attendconvention bureaus’ hosted events. Printed materials are not frequently referenced,tallying only a 2% response rate.
  • No matterthe means by which a meeting planner learned about internationaldestinations, it is important to understand who has final decision makingauthority on the meeting location.Associations were offered five options of “final decision makers” from which to choose(board of directors; executive director; membership vote; survey of participants; andother). Meanwhile, corporate meeting planners were given five different optionsfrom which to choose (CEO; director of marketing; director of meetings; survey ofparticipants; and other).
  • Among associations who responded to this question, the Board of Directors is mostfrequently named the final decision maker on a meeting location, as indicated by48% of respondents. “Other” is the next most common response, with 30% ofrespondents indicating this response, meaning that the final decision on meetinglocations are not made by a Board of Directors or Executive Director. Among thoseindicating “other” as their response, 10% indicated that either the conferencecommittee or the association staff have final decision making power on the locationof the meeting.
  • Among corporate respondents who answered this question, the CEO is the primaryfinal decision maker on a meeting location, as indicated by 28% of respondents. Themost frequent response is “Other”, chosen by 43% of respondents. Twelve percentof those responding “Other” named “clients” as final decision-makers, reflective ofthe respondents who are third-party planners.
  • No matte r the means by which a meeting planner learned about internationaldestinations, it is important to understand who has final decision makingauthority on the meeting location.Associations were offered five options of “final decision makers” from which to choose(board of directors; executive director; membership vote; survey of participants; andother). Meanwhile, corporate meeting planners were given five different optionsfrom which to choose (CEO; director of marketing; director of meetings; survey ofparticipants; and other).
  • To determine which cities are winningthe perception contest as the best locations to hosta meeting, we asked survey respondents to namethree non-North American locations perceived asbeing the most favorable for meetings. Overall,London is selected by meeting planners as the topdestination. Barcelona and Paris tied for second inthe rankings. Singapore and Hong Kong followedsuit respectively.
  • To determine which cities are winningthe perception contest as the best locations to hosta meeting, we asked survey respondents to namethree non-North American locations perceived asbeing the most favorable for meetings. Overall,London is selected by meeting planners as the topdestination. Barcelona and Paris tied for second inthe rankings. Singapore and Hong Kong followedsuit respectively.
  • Moving beyond the perception of the destination,meeting planners were also asked to indicate upto three “Best in Class” convention bureaus thatare most helpful in meeting the needs of meetingplanners.Overall, meeting planners selected London as being the most helpful, followed bySingapore and Barcelona. Amsterdam and Vienna also ranked in the top five. Nodestination earned more than 10% of all mentions.
  • To determine which cities are winningthe perception contest as the best locations to hosta meeting, we asked survey respondents to namethree non-North American locations perceived asbeing the most favorable for meetings. Overall,London is selected by meeting planners as the topdestination. Barcelona and Paris tied for second inthe rankings. Singapore and Hong Kong followedsuit respectively.
  • Moving beyond the perception of the destination,meeting planners were also asked to indicate upto three “Best in Class” convention bureaus thatare most helpful in meeting the needs of meetingplanners.Overall, meeting planners selected London as being the most helpful, followed bySingapore and Barcelona. Amsterdam and Vienna also ranked in the top five. Nodestination earned more than 10% of all mentions.
  • Winning Strategies: A View from Meeting Planners

    1. 1. A View from Meeting Planners WINNING STRATEGIES In Destination Marketing
    2. 2. Development Counsellors International • Work with 400+ cities, regions, states and countries since 1960. • Staff of 50 “place marketing” professionals headquartered in New York City, with offices in Denver, Los Angeles, Tampa and Toronto. • DCI Tourism Practice has MICE, Trade & PR/Marketing Divisions
    3. 3. Today’s Presenters Alba Hotchkiss DCI MICE Division, President Karyl Leigh Barnes DCI Tourism Practice, Managing Partner
    4. 4. 2012 Survey Inaugural Edition Survey Audience: North America Meeting planners with global meeting planning responsibilities with the titles of association meeting planners, corporate meeting planners and association management representatives. 187 Total Respondents Downloaded Report on www.aboutdci.com
    5. 5. Influencing Meeting Planner Perceptions
    6. 6. Q. What are the three leading sources of information influencing your perceptions of an international destination?
    7. 7. CHART HERE: BAR CHART Page 8/9
    8. 8. Attending Industry Conferences
    9. 9. Q. Which industry conferences and expos have you attended in the last three years?
    10. 10. Best Marketing Techniques
    11. 11. Q. Rank the effectiveness of the following marketing techniques as a means of influencing meeting planners who may be considering new destinations.
    12. 12. Preferred Format For Educational Workshops
    13. 13. Where Meetings Planners Are Getting Their Industry News
    14. 14. Q. Which travel industry publications do you read most frequently?
    15. 15. Reading Preferences
    16. 16. Most Effective Advertising Media
    17. 17. FAM Trips
    18. 18. Q. How would you rate the importance of educational or “fam” trips on influencing your perception of a destination?
    19. 19. Importance of Fam Trips on Influencing Perception Importance of Fam Trips Association Vs. Corporate
    20. 20. How Meeting Planners Interact With DMOs
    21. 21. Q. When evaluating international destinations for meetings, which organizations do you rely upon the most?
    22. 22. Most Common Interaction
    23. 23. Preferred Communication
    24. 24. Meeting Location Decision Makers
    25. 25. Q. Who makes the final decision on the destination for your meetings?
    26. 26. Best Destinations For Meetings
    27. 27. Q. When thinking about meeting destinations, which destinations do you view most favorably?
    28. 28. Best Countries For International Meetings
    29. 29. Best Cities For International Meetings
    30. 30. Top Convention Bureaus
    31. 31. Destination vs. DMO
    32. 32. Best Cities For North American Meetings
    33. 33. Top North American DMOs
    34. 34. Destination vs. DMO
    35. 35. Thank You • DCI will email you a copy of today’s presentation • PDF report can be downloaded at www.aboutdci.com • Contact: Karyl Leigh Barnes 212-444-7123 Alba Hotchkiss 212-444-7117 karyl.barnes@aboutdci.com alba.hotchiss@aboutdci.com
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