What's Now & What's Next in Destination Marketing delivered for Visit Spokane's Big Annal Meeting

2. Victoria Isley
Chief Operating
@meetDMAI

3. Protect and advance the success of
official destination marketing worldwide
DMO member organizations
600
$ 2 billionin annual budgets
14U.S. states and 13 countries

4. a
ADVOCATE FOR THE
DMO INDUSTRYa
ADVANCE THE
DMO PROFESSIONAL
Advance the DMO professional
Advocate for the DMO industry

6. 100a mature industry

8. 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

9. 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

10. 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

11. DMOs HAVE EMBRACED & INTEGRATED
SOCIAL MEDIAINTO THEIR OVERALL MARKETING EFFORTS
98% FACEBOOK
91% TWITTER
88% YOUTUBE
64% FLICKR
29% PINTEREST
Source:
DMAI DMO Marketing Activities Study

12. #FreeYourContent
Bring content to the people,
not just people to the content

13. You Find Your
Customer
50%
Your Customer
Finds You
50%
Source: 2013 DMAI What’s New, What’s Next Survey, n = 104

14. 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

15. Source: Corporate Executive Board

16. Why It Matters

17. Why It Matters
22number of websites
visited before
booking

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. 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%

21. EXPRESSION IMPRESSION

22. of all brand conversations contain a
specific reference to marketing or media
as a content source
Source: Keller Fay, base: 162,000 conversations

24. #PeoplevsMechanics
technology as the vehicle
People at the core,

25. they want to visit before they die.
No one makes a list of websites

26. How do you want to make them feel?

27. Consumer
Action
SHAREEXPERIENCEBOOK
RESEARCH/
PLAN
DREAM
Help
Them
Feel
RewardedAmazingConfidentMotivatedInspired
Consumer
Role
AMBASSADORVISITORCONSUMER
DMO
Role
AmplifyActivate with PartnersInspire
Source: Destination Marketing Association International

28. 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

29. Visual Search