Victoria Isley

Chief Operating

@meetDMAI

Protect and advance the success of

official destination marketing worldwide

DMO member organizations 600

$ 2 billion in annual budgets

14 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

100 a mature industry

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

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

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

DMOs HAVE EMBRACED & INTEGRATED

SOCIAL MEDIA INTO THEIR OVERALL MARKETING EFFORTS

98% FACEBOOK

91% TWITTER

88% YOUTUBE

64% FLICKR

29% PINTEREST

Source: DMAI DMO Marketing Activities Study

#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 Next Survey, n = 104

Source: Corporate Executive Board

Why It Matters

Why It Matters

22 number of websites

visited before

booking

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

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%

EXPRESSION IMPRESSION

of all brand conversations contain a specific reference to marketing or media

as a content source

Source: Keller Fay, base: 162,000 conversations

#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

Source: Destination Marketing Association International

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