Victoria Isley
Chief Operating
@meetDMAI
Protect and advance the success of
official destination marketing worldwide
DMO member organizations
600
$ 2 billionin ann...
a
ADVOCATE FOR THE
DMO INDUSTRYa
ADVANCE THE
DMO PROFESSIONAL
Advance the DMO professional
Advocate for the DMO industry
100a mature industry
1in5
Source: 2013 DMAI DMO Group Sales Channel Impact Study, Tourism Economics, STR
38
Group hotel room nights in
the U.S....
US Cities/
Regions
US
States
LEISURE SPENDTOTAL BUDGET
INVESTED ANNUALLY DEDICATED TO
LEISURE
MARKETING
$4.6 BILLION 50%
S...
DMOs KEEPING PACE WITH
CONSUMER MEDIA CONSUMPTION
Mass Advertising Still Rooted in Traditional Media
DMO MARKETING
ALLOCAT...
DMOs HAVE EMBRACED & INTEGRATED
SOCIAL MEDIAINTO THEIR OVERALL MARKETING EFFORTS
98% FACEBOOK
91% TWITTER
88% YOUTUBE
64% ...
#FreeYourContent
Bring content to the people,
not just people to the content
You Find Your
Customer
50%
Your Customer
Finds You
50%
Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
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 Ne...
Source: Corporate Executive Board
Why It Matters
Why It Matters
22number of websites
visited before
booking
PAID
MEDIA
EARNED
MEDIA
OWNED
MEDIA
SHARED
MEDIA
Sponsorships
Advertising
• Print
• Online
• Broadcast
• OOH
PR
Social Med...
Highly influential in decisions to purchase a product or service All adults
Word of mouth 54%
Information from a website 4...
EXPRESSION IMPRESSION
of all brand conversations contain a
specific reference to marketing or media
as a content source
Source: Keller Fay, base...
#PeoplevsMechanics
technology as the vehicle
People at the core,
they want to visit before they die.
No one makes a list of websites
How do you want to make them feel?
Consumer
Action
SHAREEXPERIENCEBOOK
RESEARCH/
PLAN
DREAM
Help
Them
Feel
RewardedAmazingConfidentMotivatedInspired
Consumer...
Image Impact
Quality & Quantity of hotel’s online
images can result in
4.5% take-up and $3.50 higher ADR
Rich Media Distri...
Visual Search
Visit Spokane Big Annual Meeting
Visit Spokane Big Annual Meeting
Visit Spokane Big Annual Meeting
Visit Spokane Big Annual Meeting
Visit Spokane Big Annual Meeting
Visit Spokane Big Annual Meeting
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Visit Spokane Big Annual Meeting

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

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Visit Spokane Big Annual Meeting

  1. 1. Victoria Isley Chief Operating @meetDMAI
  2. 2. Protect and advance the success of official destination marketing worldwide DMO member organizations 600 $ 2 billionin annual budgets 14U.S. states and 13 countries
  3. 3. a ADVOCATE FOR THE DMO INDUSTRYa ADVANCE THE DMO PROFESSIONAL Advance the DMO professional Advocate for the DMO industry
  4. 4. 100a mature industry
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. #FreeYourContent Bring content to the people, not just people to the content
  10. 10. You Find Your Customer 50% Your Customer Finds You 50% Source: 2013 DMAI What’s New, What’s Next Survey, n = 104
  11. 11. 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
  12. 12. Source: Corporate Executive Board
  13. 13. Why It Matters
  14. 14. Why It Matters 22number of websites visited before booking
  15. 15. 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
  16. 16. 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%
  17. 17. EXPRESSION IMPRESSION
  18. 18. of all brand conversations contain a specific reference to marketing or media as a content source Source: Keller Fay, base: 162,000 conversations
  19. 19. #PeoplevsMechanics technology as the vehicle People at the core,
  20. 20. they want to visit before they die. No one makes a list of websites
  21. 21. How do you want to make them feel?
  22. 22. Consumer Action SHAREEXPERIENCEBOOK RESEARCH/ PLAN DREAM Help Them Feel RewardedAmazingConfidentMotivatedInspired Consumer Role AMBASSADORVISITORCONSUMER DMO Role AmplifyActivate with PartnersInspire Source: Destination Marketing Association International
  23. 23. 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
  24. 24. Visual Search

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