You are invited to help build Potential on Investment (POI) 2.0 as destinations begin to answer the question: “What is the financial value of social media and digital activity on earned media channels?” What is POI? POI is a formula that destination marketers can use to measure the potential financial impact of a DMO’s social […]
Strategy & Performance Measurement
Data and analysis recommendations to develop a DMO's strategies
When Michael Crockatt joined Ottawa Tourism as President & CEO in 2016, the city was on the verge of a big moment. Ottawa was about to become the epicentre of Canada’s 150th anniversary celebrations in 2017. Tourism was expected to increase by 6.0% in overnight visits as a result. It was an ideal time for […]
Earlier this year, Destination Think!’s Chief Strategist, William Bakker, was a member of the advisory panel for the DestinationNEXT 2017 Futures Study Update report published by Destinations International. At Destination Think!, we’ve been quietly elated ever since the first DestinationNEXT report came out in 2014. It validated everything we’d learned about effective destination marketing through […]
Imagine being able to see exactly where your visitors come from, where they stay, and how much money they spend. Your marketing dollars don’t slip through your fingers, because your team can watch how effective their campaigns are on an interactive map. Better intel means that you feel more confident, make better decisions and have […]
Imagine that for every one hundred arrivals to your destination, one hundred and ten returned next year. Ideally, how many of those would be repeat visits and referrals? Visitor retention is one of three growth engines for destinations (along with visitor acquisition and referral). A higher retention rate can reduce the risk of declining visitation. […]
It’s time to get specific about success. Destination marketing organizations (DMOs) need to focus all of their efforts on goals that help them solve problems for their industry, residents and visitors. Then, they need to measure the right results. How else will they know whether their marketing is working? Too many destinations are focused on […]
Many marketers’ intuitions urge them to go bigger, reach more people, get larger exposure and become more famous. This gives many destination marketers a (perfectly natural) mortal fear that focusing and reducing the size of their marketing audience is a dangerous move. But with careful consideration and testing, the rewards often outweigh the risk. Despite […]
You might be the king or queen of your castle. You’re passionate and creative about your destination’s branding, its unique experiences, its messaging, and the reasons why it is a fantastic place to visit. You work hard to share that message with visitors. But how far does your fame reach? Some destinations truly are world […]
Wonderful Copenhagen has just announced the destination strategy that will lead it through 2020 and beyond. Written in consultation with Destination Think!, the plan outlines seismic shifts in the DMO’s role, and begins by describing what Copenhagen will leave behind, with a wink and a smile: “Wonderful Copenhagen concludes the end of the era of tourism, as […]
Today’s destination marketing organizations (DMOs) are wrestling with their relevance. For some, it’s an existential crisis. Their stakeholders are changing, consumer behaviour is leading disruption, revenue streams are drying up and being replaced, and destination marketers find themselves redefining their role. Without a clear value proposition, demonstrating relevance is an impossible task. Finding relevance through […]
Not too long ago, marketers would typically set their annual media strategy in stone. They could research, plan and then execute their ideas (through radio or print advertising, for example) with minimal change throughout the year. Today’s, it’s dangerous to design a strategy that will remain the same 11 months from now. Modern media strategies […]
After nearly a decade of facilitating and developing strategy in destination marketing, we’ve found a winning approach. Building a multi-year destination strategy involves making clear choices about your organization’s vision, goals, mission and values. Those choices will help you define tangible actions to make your destination’s vision a reality. Here are the six foolproof steps […]
No destination marketer wants a smaller promotional budget next year, but sometimes that’s just the way it is, despite best efforts to develop a stable funding model. “Creativity loves constraints,” the saying goes, but how can your destination marketing team produce impactful promotion when time and resources are scarce? If you’re facing a smaller promotional […]
Requests for proposal (RFPs) are part of the job for most people working at a destination marketing organization (DMO). The RFP process allows DMOs to select a supplier or partner through a fair and transparent process, which is a crucial step for organizations that use public funds. However, the RFP process is risky. Responding to […]
As destinations watch global tourism visitation continue to grow, some are asking: How many visitors are too many, and how can we influence who will visit? In an effort to manage and avoid the tide of mass tourism beginning to affect some parts of the world (see Bye Bye Barcelona), the Caribbean region has made […]
Nothing makes the case for change more strongly than a reliable set of data applied to a problem. The digital age is awash with data, and today you and your marketing team can track every email opening, every booking and essentially every click your visitors give you. But all this data and insight won’t be […]
Will visitors recommend your destination to their friends? If you’re not sure, it’s time to find out. Net Promoter Score (NPS) is a critical metric for today’s destinations, built upon one simple survey question: “Would you recommend this (destination, attraction, experience, etc.) to a relative or co-worker?” The resulting data can help destination marketing organizations […]
Have a look at your calendar. Your time is likely filled with meetings, projects, and the great world of unknowns: responding to requests, emails, phone calls and putting out the occasional tourism fire. All your colleagues are doing the same. At times, requests pile up and overwhelm the system. That’s when everyone stays late to […]
Regional Tourism Organization Four Inc. (RTO4) – one of 13 regional tourism offices in the province of Ontario, Canada – helps cities in their region to market themselves efficiently by fostering product development and differentiation and provides operators with strategic insight and digital tools to help increase their ROI. RTO4 takes a truly modern approach […]
Destination marketing organizations (DMOs) often need to measure what they can’t manage. A marketer’s typical job is to create demand for a product, but countless external factors affect visitation, making the effectiveness of destination marketing difficult to measure and communicate succinctly. At Simpleview Summit 2016, Destination Think!’s Chief Strategist & Partner William Bakker tackled this […]
Profit and Planet – A new way of thinking about the supply chain. Can we see problems as solutions? There is enormous disruption affecting the destination marketing industry. Over the past six months, the Destination Think! team has invested a significant amount of time conducting research on these challenges. Through an extensive series of interviews with more […]
Product and Promotion – Develop what you promote and promote what you develop. Are you equipped to create experiences? There is enormous disruption affecting the destination marketing industry. Over the past six months, the Destination Think! team has invested a significant amount of time conducting research on these challenges. Through an extensive series of interviews […]
More than ever, your destination marketing organization (DMO)’s success is tied to your industry’s ability to market well and deliver excellent experiences. In this time of transition, the old way of destination marketing is rapidly being replaced with a new environment that demands a completely new approach. The changes destination marketers must know about are […]
Which metrics can best help a destination marketing organization (DMO) make good decisions and demonstrate its value? Without having the right corporate measuring tools, you as a DMO decision maker risk starting down a path that could negatively impact the future of your DMO, your funding, and your industry. Healthy strategies, objectives and priorities should […]
“For a destination marketing organization (DMO), strategy means formulating a vision for providing lasting, sustainable value for residents, visitors and companies. Strategy is the shortest road between your mission and your vision.” We trust a driver who keeps his or her eyes on the road instead of on the dashboard. Tracking speed and mileage is […]
WANTED: Strategic leadership for effective organizational change. METHOD: A no-nonsense, practical guide to three things you can do to transform your impact. The word “strategy” has been frequently overused and abused in recent times. Has anyone ever asked you for an “un-strategic” plan? Of course not. But what exactly is meant by “strategic leadership” and […]
Does your destination or tourism business offer the kinds of things that actually get people talking? In this blog, we explain the value of conversation starters, or social objects, that help you ignite the stories that people will tell others.
How do your social, email and advertising channels work together? In this blog post we introduce the Channels section of our Destination Management and Marketing Model.
What’s the importance of storytellers? A destination’s communication strategy now needs to shift from focusing on a few mass publishers, to focusing on many niche publishers. As a DMO, you need to find the right storytellers to reflect your destination.
Understanding your potential audiences is very important, and destinations should constantly research them and learn from their visits. In this blog (Part 5 of our series), we’ll evaluate the role of Target Audiences.
Getting to the root of the story: the destination experience. Experiences on the ground turn into the stories that people tell each other. DMOs need to take a hands-on approach to leading its industry in improving its experiences.
For a DMO, storytelling is critical. Destination marketing is creating your own stories in different formats, and for different platforms. But this is not enough anymore. The internet is outnumbering you in stories about your destination.