What's Now & What's Next In Destination Marketing

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http://www.DestinationMarketing.org - Victoria Isley of DMAI and Scott Beck of Visit Salt Lake discuss what's now and whats next in destination marketing at US Travel's ESTO 2013 Conference in Richmond Virginia.

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What's Now & What's Next In Destination Marketing

  1. 1. ESTO
  2. 2. YOUR GUIDES Scott Beck President & CEO Visit Salt Lake Victoria Isley COO DMAI
  3. 3. Protect and advance the success of official destination marketing organizations worldwide DMO member organizations 600 $ 2 billionin annual budgets 13U.S. states and 13 countries
  4. 4. a ADVOCATE FOR THE DMO INDUSTRYa ADVANCE THE DMO PROFESSIONAL Advance the DMO professional Advocate for the DMO industry
  5. 5. #StopWhining1 2 #FreeYourContent 3 #PeoplevsMechanics 4 #HelpingTrumpsSelling 5 #IndividualsvsInstitutions 6 #EvolvingDMORoles
  6. 6. #StopWhining Shift from defense to offense Vocabulary from relevance to value
  7. 7. 100a mature industry
  8. 8. US Cities/ Regions US States LEISURE SPENDTOTAL 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
  9. 9. 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
  10. 10. Source: 2013 DMAI DMO Visitor Information Centers Study 500+ destination visitor information centers served 10 million visitors in 2012
  11. 11. “For me to win, you don’t have to lose.”
  12. 12. 94% 92% 75% 95% 60% 6% 8% 25% 5% 30% 0% 20% 40% 60% 80% 100% TripAdvisor/Review Sites Third Party Mtg Planners OTAs Google AirBnB Opportunity Threat Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
  13. 13. #FreeYourContent Bring content to the people, not just people to the content
  14. 14. You Find Your Customer 50% Your Customer Finds You 50% Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
  15. 15. Why It Matters
  16. 16. Why It Matters 22number of websites visited before booking
  17. 17. Source: State of the American Traveler Generation “C”
  18. 18. PAID MEDIA EARNED MEDIA OWNED MEDIA SHARED MEDIA Sponsorships Advertising • Print • Online • Broadcast • OOH PR Social Media Websites Visitors Guides Vis Ctr Staff Apparel Booths Social Media Coop Mktg Partner Mktg Sponsored Content Distributed Content
  19. 19. DIGITAL INTEL + REAL STORY + SPEED + EXECUTION > $$$ NEWSJACKING: DAVID MEERMAN SCOTT
  20. 20. 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!
  21. 21. What is your pipeline for inspirational content?
  22. 22. #PeoplevsMechanics technology as the vehicle People at the core,
  23. 23. they want to visit before they die. No one makes a list of websites
  24. 24. How do you want to make them feel?
  25. 25. Consumer Action SHAREEXPERIENCEBOOK RESEARCH/ PLAN DREAM Help Them Feel RewardedAmazingConfidentMotivatedInspired Consumer Role AMBASSADORVISITORCONSUMER DMO Role AmplifyActivate with PartnersInspire
  26. 26. Consumer Action SHAREEXPERIENCEBOOK RESEARCH/ PLAN DREAM DMO Role AmplifyActivate with PartnersInspire 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
  27. 27. 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
  28. 28. Visual Search
  29. 29. #HelpingTrumpsSelling Help not hype
  30. 30. 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
  31. 31. Source: Corporate Executive Board
  32. 32. 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
  33. 33. #IndividualsvsInstitutions Building trust through your people
  34. 34. As an Individual 46% As an Official Rep of my Organization 54% Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
  35. 35. Park Employee CAST MEMBER or
  36. 36. Computer Clerk GENIUS? or
  37. 37. DMO Pro ____________________? or
  38. 38. #EvolvingDMORoles In the continuum
  39. 39. 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 ServiceOnly 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)
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. ESTO

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