I can just imagine hoteliers with a chip on their shoulder, seeing the header on this blog and clicking through because they believe their Destination Marketing Organization is fluffing their productivity statistics.
Actually, it's just the opposite. If your DMO is producing flat Room Night stats, they are actually kicking butt. Here's why...
A new study by Tourism Economics reveals that 34% of meeting attendees book outside the contracted block when attending meetings, conventions and events. They are in market. They're just not sleeping where we told them to. They're finding better rate and better loyalty points.
But, those DMOs that follow DMAI's recommended process for claiming credit are, thus, only able to claim 66% of what they actually brought to a community's economy. They are only able to take credit for the contracted room block. And, let's be honest...those attendees aren't sleeping in the park. They are IN-market.
The DMO industry is finally benefiting from some serious research that compels us to re-imagine how we do business.
It's an exciting time to look well beyond the box. And, well past Room Nights as a realistic measure.
Comments