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What's Next in Destination Marketing

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What's Next in Destination Marketing

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What's Next in Destination Marketing

  1. 1. A Strategic Road map for the NEXT Generation of Global Destination Marketing Charles Jeffers, Chief Operating Officer Destination Marketing Association International
  2. 2. Proud to be Bermudian!
  3. 3. Within the U.S. and 16 countries Sources: 1. DMO Marketing Activities Study, DMAI 2. 2013 DMO Organizational & Financial Profile Study, DMAI 600DMO Member Organizations $3.0B+ Annual Budgets
  4. 4. DMO Leadership Survey Futurist Panel Industry Panel
  5. 5. Key Trends Technology Customer Expectations
  6. 6.  Social media’s prominence  Mobile platforms primary engagement platform  Smart technology creating new opportunities to innovate  Geotargeting and localization  “Big Data” arriving for the tourism industry Copyright 2014 | DMAI / InterVISTAS Consulting, Inc. 7
  7. 7. CONSUMER EXPECTATIONS  Personalized travel experiences  Value and experience brands more important for meeting planners  Experiencing local’s way of life  Faster travel decision making  Online ordering the norm Copyright 2014 | DMAI / InterVISTAS Consulting, Inc. 8
  8. 8. Major DMO Transformation Opportunities
  9. 9. Opportunities #1: Engagement Interacting with and leveraging the new marketplace #2: Brand Building Growing and sustaining the destination brand #3: New Business Model Evaluating and evolving the DMO business model
  10. 10. #1: ENGAGEMENT Interacting with and leveraging the new marketplace • Travelers typically visit 22 websites in 9.5 web-sessions when researching a trip. Fewer than 19% consult a DMO website (Source: Google and Destination Analysts) • 76% of consumers today feel advertisements are “very” or “somewhat exaggerated”. (Source: Lab42) • 92% of consumers trust peer recommendations more so than advertisements. (Source: SKIFT) • 85% of travelers use their smartphone while abroad. (Source: SKIFT) • 74% of travelers use social media while on vacation. 76% of travelers use social media to share their experiences after they return. (Source: SKIFT) Copyright 2014 | DMAI / InterVISTAS Consulting, Inc.
  11. 11. 1. Engagement  Technology will significantly alter DMO role  Greater emphasis on engaging customers in two-way conversations  New strategies to refocus on millennial market  Market segmentation & personalization  Focus on mobile platforms Copyright 2014 | DMAI / InterVISTAS Consulting, Inc. 12
  12. 12. Rank Role Change in Rank 1 Brand marketing +1 2 Destination and product development +3 3 Meeting and convention sales -2 4 Destination information resource Same 5 Leisure sales (group and independent) -2 6 Visitor experience servicing +2 7 Industry advocate and association leader Same 8 Major event partner/developer +1 9 Convention services -3 10 Venue management and operations Same New DMO Start-up Change in role from today #2: BRAND BUILDING Growing and sustaining the destination brand
  13. 13. 2. Brand Building  Play central role in advocacy for destination  Connect visitor experience with quality of life of residents  Greater role as cultural champion of destination  Participate in building platforms for the visitor experience  Balance need for growth with responsible and sustainable development  Play a greater role in policy and product development Copyright 2014 | DMAI / InterVISTAS Consulting, Inc. 14
  14. 14. Government Organization/Agency Public/Private Partnership Nonprofit Organization, with members Nonprofit Organization, no members Chamber of Commerce Authority 26% 15% 36% 20% 20% 12% Business Model of Future Change Expected in Next 5 Years #3: NEW BUSINESS MODEL Evaluating and evolving the DMO business model
  15. 15. 3. New Business Model  More involved in broader economic development initiatives  Adopt uniform operating standards and measures of performance  Agree on uniform methodology to measure economic impact  Better understanding of economic impact of industry  Collaborative technology will be core strategy  Engage more closely with non-traditional stakeholders Copyright 2014 | DMAI / InterVISTAS Consulting, Inc. 16
  16. 16. FUTURE MAP – TOP 20 TRENDS Copyright 2014 | DMAI / InterVISTAS Consulting, Inc.
  17. 17. Contact: https://www.destinationmarketing.org/destination-next Thank you!

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