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The Role & Impact of Destination Marketers
DMO Best Practices Outlined in Major Research Study
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A Short Summary of Selected Research Highlights & Recommendations
The PhoCusWright research study into the role and impact of DMOs is perhaps the largest research study ever conducted into the work of Destination Marketers. The research includes a major consumer study into travelers' use of DMO resources, a survey of 176 Destination Marketing professionals, 50 in-depth interviews with DMO CEOs/senior marketing staff and an analysis with Compete Inc. into online behavior on 15 benchmark DMO Web sites. The research study was supported by Miles Media. Google was also a major sponsor of the project.
The research investigated and developed a rich range of best practice recommendations for DMOs. Among its many conclusions, here are seven highlights:
- Measuring the Impact. The PhoCusWright study measures how influential DMOs are in the decision-making process of U.S. travelers. A range of their recommendations discuss how to better track, measure and report on this role to stakeholders – an area most DMOs can improve upon.
- Common Challenges – Regardless of Size. From small CVBs to large State and National Tourism Organizations, DMOs reported a very similar range of problems, issues and challenges. The best practice recommendations highlight how common your concerns and challenges are among the broader destination marketing community.
- Balancing Needs Before & After Booking. The research conducted one of the first ever studies into when users contact DMOs in their travel planning and booking process. See Figure 1. DMO Web sites and other resources reach an approximately equal proportion of travelers who are still planning and deciding vs. those who have already booked.
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Figure 1. Balance of "Lookers" vs. Those Who Have Booked.
Among its many insights, the PhoCusWright research identified when users visit a DMO Web site vs. going to online booking related sites (airlines, hotels and online travel agencies). |
- The Year of the Deal. PhoCusWright describes the economy's central role in 2009 and into 2010. They note that DMOs need to be more far more tactical and proactive than ever in working with their industry on strong, clear calls to action. They also predict that the economy will accelerate the emergence of winners and losers among DMOs. It is more important than ever to be results focused.
- Content is King PhoCusWright emphasizes the critical importance of good quality content to the role and impact of DMOs. "DMOs should make content development a top priority – travelers view DMOs primarily as information sources." The consumer research emphasizes how consumers turn to DMO Web sites and other resources for in-depth, current and complete information on everything from events to hotels, special offers to restaurants.
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| Figure 2. DMO Web Site Benchmarking. PhoCusWright conducted in-depth analysis of how consumers use 15 leading DMO Web sites. This benchmarking process highlighted the best use of and integration of maps – along with search, booking tools, specials, event calendars, trip planners and more. VISIT FLORIDA and Tourism New Zealand emerged as two leaders in consumers' use of map related resources. |
- Social Media – A Top Priority. Key DMO decision-makers highlighted concern and uncertainty on the exact role of social media for their organization. Despite this, social media was seen as a top priority for the year and an area where many destinations will be greatly increasing their spend and activities.
- The Best Customer is Your Current Customer. PhoCusWright highlights the importance of repeat visitors to the tourism economy of most destinations. The research also highlights that most DMOs are very poorly equipped in customer relationship management. The study identified a need to set up best practices in building on current customers including organic lead generation, CRM capabilities and one-to-one marketing.
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