ESTO

YOUR GUIDES

Scott Beck

President & CEO

Visit Salt Lake

Victoria Isley

COO

DMAI

Protect and advance the success of

official destination marketing organizations worldwide

DMO member organizations 600

$ 2 billion in annual budgets

13 U.S. states and 13 countries

a ADVOCATE FOR THE

DMO INDUSTRY a ADVANCE THE

DMO PROFESSIONAL

Advance the DMO professional

Advocate for the DMO industry

#StopWhining 1

2 #FreeYourContent

3 #PeoplevsMechanics

4 #HelpingTrumpsSelling

5 #IndividualsvsInstitutions

6 #EvolvingDMORoles

#StopWhining Shift from defense to offense

Vocabulary from relevance to value

100 a mature industry

US Cities/

Regions

US

States

LEISURE SPEND TOTAL 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

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

Source: 2013 DMAI DMO Visitor Information Centers Study

500+ destination visitor information

centers served 10 million

visitors in 2012

“For me to win,

you don’t have to lose.”

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

#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

Why It Matters

Why It Matters

22 number of websites

visited before

booking

Source: State of the American Traveler

Generation

“C”

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

DIGITAL INTEL + REAL STORY + SPEED + EXECUTION > $$$

NEWSJACKING:

DAVID MEERMAN SCOTT

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!

What is your pipeline

for inspirational content?

#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 SHARE EXPERIENCE BOOK

RESEARCH/

PLAN DREAM

Help

Them

Feel

Rewarded Amazing Confident Motivated Inspired

Consumer

Role AMBASSADOR VISITOR CONSUMER

DMO

Role Amplify Activate with Partners Inspire

Consumer

Action SHARE EXPERIENCE BOOK

RESEARCH/

PLAN DREAM

DMO

Role Amplify Activate with Partners Inspire

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

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

Visual Search

#HelpingTrumpsSelling Help not hype

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

Source: Corporate Executive Board

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

#IndividualsvsInstitutions Building trust through your people

As an Individual 46%

As an Official Rep of my

Organization 54%

Source: 2013 DMAI What’s New, What’s Next Survey, n = 104

Park Employee

CAST MEMBER

or

Computer Clerk

GENIUS?

or

DMO Pro

____________________?

or

#EvolvingDMORoles In the continuum

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 Service Only 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)

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

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

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

ESTO