3. Protect and advance the success of
official destination marketing organizations worldwide
DMO member organizations
600
$ 2 billionin annual budgets
13U.S. states and 13 countries
4. a
ADVOCATE FOR THE
DMO INDUSTRYa
ADVANCE THE
DMO PROFESSIONAL
Advance the DMO professional
Advocate for the DMO industry
8. 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
9. 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
10. Source: 2013 DMAI DMO Visitor Information Centers Study
500+
destination visitor information
centers served 10 million
visitors in 2012
26. Consumer
Action
SHAREEXPERIENCEBOOK
RESEARCH/
PLAN
DREAM
DMO
Role
AmplifyActivate with PartnersInspire
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
27. 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
41. 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 ServiceOnly 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)
42. 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