Transcript Destination Marketing - Why Invest

Why Invest in
Travel and
Tourism
agenda
for today
• Industry Update
• Research
Findings
• Why Invest?
why we are here?
1
Protect and advance the
success of destination
marketing worldwide
2
FOUNDATIONAL
TENANTS
Elevate the
leadership role of
DMAI, being
responsive to
member needs, as
well as anticipating
and exceeding
them. Extend
communication
outreach to
embrace, inform
and benefit the
industry at large
Address the
evolving role and
demands of the
DMO (destination
marketing as well
as destination
management)
throughout the
association’s
initiatives
3
Expand and
enhance education,
research and
resources scaled to
DMO size and
levels – from newly
formed or smaller
organizations to
larger and more
mature markets
DMO Member
Organizations
$2B+
Annual Budgets
Within 16 Countries
Sources:
1. DMO Marketing Activities Study, DMAI
2. 2013 DMO Organizational & Financial Profile Study, DMAI
5
A
multibillion
dollar
industry
$3M
Avg. local
DMO budget
With a Positive
Outlook
Sources:
1. DMO Marketing Activities Study, DMAI
2. Survey of U.S. State Tourism Budgets, US Travel
3. Budgets of National Tourism Organizations, UNWTO
6
39M
Group hotel room
nights in the U.S.
influenced by
DMOs
room nights
(booked)
Growth of 4.9% from last year
7
Source:
1.. 2013 DMAI DMO Group Sales Channel Impact Study, DMAI
DMOs at a
glance
Market & Sell
To Visitors
Average Staff = 13
46% of DMOs are
membership based;
average of 100 members
Develop
Deliver
Visitor
Destination
Inform &
Services
Advise Visitors
38%
79% receive hotel tax
dollar investment
23%
22%
19%
74% are independent, not-for
profits
18%
 Of that 63% are 501(c)(6)s
 14.6% are government agencies
 4.6% are Chamber of Commerce
 4.0% are authorities
Sources:
1. 2013 North American DMO Organizational & Financial Profile Study, DMAI
16%
9%
8
Digital &
Mobile
Marketing
Toolkit
1. Traveler’s Road to Decision. Google, July 2012.
2. Social Media’s Influence on the Travel Industry. 25 July, 2012.
83% of leisure travelers use the internet
The internet is used by over three quarters of
leisure travelers to plan travel1
52% of users were influenced by social media
Over fifty percent of users have changed their
original travel plans based on social media2
74% of affluent travelers inspired by video
Leisure, business and affluent traveler s have
been promoted to book travel as a result of online
video1
9
2013 DMO
Organizational &
Financial Profile
Study
New
Research
Release
Description
218 participating DMOs’ revenue and
expenses, funding sources, visitor taxes
break downs, allocations, financial policies,
visitor center information and online
marketing efforts
What we learned
 2013 average DMO budget
increased 3% breaking $3M
 1 in 7 destinations increase
investment through TID / MDA /
Voluntary marketing fee
 38% of DMO’s have partnership
programs
Source:
1. 2013 DMO Organizational & Financial Profile Study, DMAI
10
2013 DMO
Group Sales
Channel Impact
Study
New
Research
Release
Description
Quantifies the impact of DMO group sales
channel from 2009 to 2012 based on
booked room nights for future events,
occurred event room, and the number of
events that occurred and were booked
What we learned
Sources:
1. DMO Marketing Activities Study, DMAI
2. 2013 DMO Organizational & Financial Profile Study, DMAI
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 Collectively drove 39 million
group room nights for future
events, growing by 4.9% from last
year
 Over 280 U.S. destinations rely on
DMO sales and marketing efforts
to attract events to their respective
communities.
2013 DMO Visitor
Information Center
Study
New
Research
Release
Description
284 participating U.S. and Canadian
DMOs’ visitor information center activities,
budgets, and strategies to guide future
planning and spur performance
measurement and benchmarking
What we learned
 Despite recessionary conditions, 1 in 3
DMOs opened a center in the last 5 years
500+
Visitor Information Centers in U.S. alone
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Source:
2013 Visitor Information Centers Study, DMAI
Futures Study: Destination Next
To Include:
• A comprehensive definition of the
current state of affairs
• A view of the future, identifying
emerging social, economic and
competitive trends and SWOT for the
DMO model
• Recommendations on how DMOs
should respond
• Toolkit to assist DMOs in their response
Destination Next
A Strategic Roadmap
for the Next Generation
Global Destination Marketing
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A Mature Industry with a
Progressive Attitude
Years of accomplishments
14
Upcoming Meetings
Visitor Services
Shirtsleeves
Technology, Operations
& Finance Forum
Membership
Shirtsleeves
09.29 - 10.01, 2013
Ft. Wayne, IN
Destination & Travel
Foundation Dinner
CMO Innovation
Summit
02.12, 2014
Washington, DC
10.20 - 10.23, 2013
Niagara Falls, NY
10.08 - 10.11, 2013
Toronto, Canada
CEO
Forum
Destinations
Showcase
02.11, 2014
Washington, DC
15
07.21-23, 2014
Las Vegas, NV
04.27 – 04.30, 2014
Hilton Head, SC
Feb 2014
Annual
Convention
100 Year
Celebration
Thank
you
don’t hesitate to contact us
address:
2025 M Street NW
Washington, DC
16
phone:
202.296.7888