The key trends and threats that will influence the future of Destination Marketing Organizations with an overview of a new approach to measure the experiential quality of a destination.

1. R E S O N A N C E C O . C O M @ C R FA I R
TITLETEXT
RESONANCE
HELLO DMMOS!
The Future of Destination
Marketing Organizations

2. R E S O N A N C E C O . C O M @ C R FA I R
ABOUT US
Resonance Consultancy is a global
advisor on real estate, tourism and
economic development for countries,
cities and communities around the
world.
@ C R FA I R

3. R E S O N A N C E C O . C O M @ C R FA I R
PLACESARE OUR PASSION
R E S O N A N C E C O . C O M @ C R FA I R

4. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
PLACES CREATE INSPIRATION

5. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
PLACES CREATE ENERGY

6. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
PLACES CREATE CONNECTIONS

7. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
PLACES CREATE PROSPERITY

8. R E S O N A N C E C O . C O M @ C R FA I R
RECENT PROJECTS
• Vancouver Tourism Master Plan
• Cincinnati Destination Development Strategy
• Aruba Tourism Authority Strategic Business Plan
• Ireland South & East Brand Strategy
• Tulsa Destination Development Strategy
• Portland Tourism Master Plan
• Bermuda Destination Assessment
• Calgary Urban Revitalization
• U.S. Virgin Islands Brand Strategy
• Four Seasons Hotels & Resorts Developments
@ C R FA I R

9. R E S O N A N C E C O . C O M @ C R FA I R
AGENDA
• Key Trends
• Key Threats
• The Meaning of Life (For a DMO)
• The Path to Becoming a DMMO
• Measuring Destination Quality
@ C R FA I R

10. R E S O N A N C E C O . C O M @ C R FA I R
TOURISM IS ONE OF
THEWORLD’S FASTEST
GROWING INDUSTRIES
R E S O N A N C E C O . C O M @ C R FA I R

11. R E S O N A N C E C O . C O M @ C R FA I R
TOURISM FORECAST
Source: UNWTO Tourism Forecast

12. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
BUTTHE FUTURE LOOKS QUITE
DIFFERENTTHANTHE PAST
@ C R FA I R

13. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
WHY?
R E S O N A N C E C O . C O M @ C R FA I R

14. R E S O N A N C E C O . C O M @ C R FA I R
CONSPICUOUS
LEISURE
R E S O N A N C E C O . C O M @ C R FA I R

15. R E S O N A N C E C O . C O M @ C R FA I R
DESIRABLE LUXURIES
Smartphone
Freedom to work from home
Vacation home in the mountains/beach
Extended time off work
Taking exotic vacations
Tablet/E-Reader
Gourmet kitchen at home
Owning your own business
Wife/husband that is able to stay at home with kids
Apartment in major metropolitan city
Home Theater
Luxury Swimming Pool
Sending your children to private schools
Home in private/gated community
Owning an expensive car
Fine jewelry and/or expensive watch 20%
20%
20%
22%
22%
22%
23%
24%
25%
33%
38%
38%
39%
40%
42%
50%
10%
11%
12%
14%
14%
13%
15%
17%
16%
21%
25%
22%
26%
26%
30%
34%
10 - Extremely desirable 9
Source: Resonance 2016 Portrait of the U.S. Luxury Traveler

16. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
ASIA
R E S O N A N C E C O . C O M @ C R FA I R

17. R E S O N A N C E C O . C O M @ C R FA I R
CHINESE OUTBOUNDTRAVEL
0
50
100
150
200
2009 2010 2011 2012 2013 2014 2015 2020 P
Chinese Outbound Travelers (millions) Chinese Outbound Travelers (growth)
8.0%
12.2%
19.5%
7.7%
18.4%
22.4%
20.4%
4.0%4.0%
20.4%
22.4%
18.4%
7.7%
19.5%
12.2%
8.0%
Source: CNTA

18. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
CHANGING
DEMOGRAPHICS
R E S O N A N C E C O . C O M @ C R FA I R

19. R E S O N A N C E C O . C O M @ C R FA I R
POPULATIONAGED 65+
% of population aged 65+
10%
15%
20%
25%
Canada Germany Poland Spain United Kingdom United States
2005 2010 2015
Source: UN Data

20. R E S O N A N C E C O . C O M @ C R FA I R
DEFINITION OF RETIREMENT IN U.S.
A time to trave and explore new places
A time to slow down and enjoy life
More time to spend with family and friends
A time to explore different interests
A time to volunteer for causes I care about
A time to live dreams
A time to make do with what I have
A time to continue working/living as always
A time to start a new business 2%
12%
24%
28%
35%
53%
55%
64%
66%
Source: Resonance 2015 Portrait of the U.S. Retiree Traveler

21. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
LOCALISM
R E S O N A N C E C O . C O M @ C R FA I R

22. R E S O N A N C E C O . C O M @ C R FA I R
MacroMarketShare
70%
75%
80%
85%
90%
95%
100%
CraftandImportsMarketShare
0%
5%
10%
15%
20%
1985 1990 1995 2000 2005 2010 2015
U.S.BEER MARKET SHARE
Craft
Imports
Macro
Source: U.S. Brewers Association

23. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
SHARING ECONOMY
R E S O N A N C E C O . C O M @ C R FA I R

24. R E S O N A N C E C O . C O M @ C R FA I R
TOTALAIRBNB LISTINGS
2009 2010 2011 2012 2013 2014 2015 2016
3,000
50,000
120,000
300,000
550,000
1,000,000
2,300,000
Source: Airbnb

25. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R
AIR ROUTE DEVELOPMENT
R E S O N A N C E C O . C O M @ C R FA I R

26. R E S O N A N C E C O . C O M @ C R FA I R
4.0 B
4.5 B
5.0 B
5.5 B
6.0 B
6.5 B
7.0 B
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
AIRTRAVEL PASSENGER-KM
Source: ICAO

27. R E S O N A N C E C O . C O M @ C R FA I R
THESETRENDSARE DRIVING
A DISPROPORTIONATE NUMBER
OFTRAVELLERSTO CITIES
R E S O N A N C E C O . C O M @ C R FA I R

28. R E S O N A N C E C O . C O M @ C R FA I R
CITYTRIPS SOARED 82%
BETWEEN 2007AND 2014TO
REACH 22% OFALL HOLIDAYS
R E S O N A N C E C O . C O M
Source: World Travel Monitor
@ C R FA I R

29. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
WHY CITIES?
@ C R FA I R

30. R E S O N A N C E C O . C O M @ C R FA I R
TIMES SQUARE
1983
R E S O N A N C E C O . C O M @ C R FA I R

31. R E S O N A N C E C O . C O M @ C R FA I R
TIMES SQUARE
2013
R E S O N A N C E C O . C O M @ C R FA I R

32. R E S O N A N C E C O . C O M @ C R FA I R
NEWYORK CITYTOURISM GROWTH
CrimeRate
0
2,500
5,000
7,500
10,000
Visitorsinmillions
0
15
30
45
60
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
TOTAL VISITORS TOTAL CRIME RATE
Source: NYC & Company / U.S. Census Bureau

33. R E S O N A N C E C O . C O M @ C R FA I R
TYPES OF FUTUREVACATIONS FOR U.S.RETIREES
Visit to a major metropolitan city
Vacation with friends
Cruise
Visit to a beach resort
Multi-generational vacation
Quiet countryside holiday
Visit to a mountain resort
Family vacations with kids
Combining business trip with leisure vacation
Other 23%
4%
10%
11%
14%
21%
28%
29%
30%
33%
Source: Resonance 2015 Portrait of the U.S. Retiree Traveler

34. R E S O N A N C E C O . C O M @ C R FA I R
TYPES OF FUTUREVACATIONS FOR U.S.MILLENNIALS
Visit to a beach resort
Visit to a major metropolitan city
Family vacation with kids
Vacation with friends
Multi-generational vacation
Cruise
Visit to a mountain resort
Quiet countryside holiday
Combining business trip with leisure vacation
Other 6%
19%
19%
23%
26%
27%
40%
41%
42%
47%
Source: Resonance 2015 Portrait of the U.S. Millennial Traveler

35. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
POTENTIALTHREATS
TOTOURISM GROWTH
@ C R FA I R

36. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
POLLUTION
@ C R FA I R

37. R E S O N A N C E C O . C O M @ C R FA I R
AnnualAveragePM2.5levels(µg/m3)
0
35
70
105
140
AnnualInboundVisitors(millions)
0
2
3
5
6
2008
2009
2010
2011
2012
2013
2014
BEIJING ANNUAL INBOUND VISITORS BEIJING ANNUAL AVERAGE PM 2.5 CHINA PM 2.5 STANDARD U.S. PM 2.5 STANDARD
BEIJINGANNUALVISITORS
Source: U.S. Department of State Data

38. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
TERRORISM
@ C R FA I R

39. R E S O N A N C E C O . C O M @ C R FA I R
10,000,000
17,000,000
24,000,000
31,000,000
38,000,000
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Foreign Arrivals Foreign Arrivals Change
-6.2%
17.8%
12.8%
2.8%
5.7%
9.9%
1.0%
9.8%
5.5%
-1.6%
-30.1%
ISTANBUL FOREIGNARRIVALS
1st Terrorist Attack
Source: Kultur

40. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
PEAK GLOBALIZATION
@ C R FA I R

41. R E S O N A N C E C O . C O M @ C R FA I R
TOURISTS
R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I R

42. R E S O N A N C E C O . C O M @ C R FA I R
VENICE
BARCELONA
AMSTERDAM
R E S O N A N C E C O . C O M @ C R FA I R
ASHEVILLE
SAVANNAH
SONOMA

43. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
“THE FUTURE IS
ALREADY HERE –
IT’S JUST NOTVERY
EVENLY DISTRIBUTED.”
- William Gibson
@ C R FA I R

44. R E S O N A N C E C O . C O M @ C R FA I R
THE GOALSTHAT DMOS
HAVE HISTORICALLY PURSUED
NOWTHREATENTHEIR FUTURE
RELEVANCEAND
EVEN EXISTENCE.
R E S O N A N C E C O . C O M @ C R FA I R

45. R E S O N A N C E C O . C O M @ C R FA I R
1.THE MEANING OF LIFE (FORA DMO)
As tourism continues to grow DMOs
must shift resources from marketing to
management to balance the interests
and benefits of tourism with those of
the local communities they serve.
@ C R FA I R

46. R E S O N A N C E C O . C O M @ C R FA I R
2.THE MEANING OF LIFE (FORA DMO)
As locals, visitors and digital channels
become the primary means of place-
based communication, DMOs must
shift from traditional marketing to
management to promote their
destination.
@ C R FA I R

47. R E S O N A N C E C O . C O M @ C R FA I R
3.THE MEANING OF LIFE (FORA DMO)
DMOs are the only organization within
a city structure that has the
capabilities, capacities and funding to
focus on developing and managing the
experiential quality of a city.
@ C R FA I R

48. R E S O N A N C E C O . C O M @ C R FA I R
“DESTINATION MANAGEMENT ORGANIZATIONS
CO-ORDINATETHE MANAGEMENT OFALLTHE
ELEMENTSTHAT MAKE UPA DESTINATION
(ATTRACTIONS,ACCESS,MARKETING,HUMAN
RESOURCES,IMAGEAND PRICING).ITTAKES
A STRATEGICAPPROACHTO LINK-UPVERY
SEPARATE ENTITIES FORTHE BETTER
MANAGEMENT OFTHE DESTINATION.“
R E S O N A N C E C O . C O M
Source: UNWTO
@ C R FA I R

49. R E S O N A N C E C O . C O M @ C R FA I R
THE PATHTO BECOMINGA DMMO
@ C R FA I R
1. Engage the community in the planning process
2. Distribute the impact and benefits of tourism
to the wider region
3. Develop quality of life enhancing product
and programming
4. Organize to support and develop these initiatives
5. Manage and monitor the guest experience

50. R E S O N A N C E C O . C O M @ C R FA I R
1.ENGAGETHE COMMUNITY
@ C R FA I R
• 2,000+ locals participated in Vancouver Tourism
Masterplan process
• Identified same top 2 key issues as industry:
- Late night transportation
- Liquor laws and regulations

51. R E S O N A N C E C O . C O M @ C R FA I R
2.DISTRIBUTETHE BENEFITS & IMPACTS
@ C R FA I R
• Vancouver Neighbourhood Marketing Council
• New York Neighbourhood x Neighbourhood
• Visit Amsterdam, See Holland

52. R E S O N A N C E C O . C O M @ C R FA I R
3.DEVELOP QUALITY OF LIFE ENHANCING PRODUCTS
@ C R FA I R
• Vancouver Canada Line Subway
• New York High Line
• Cleveland Festival & Event Strategy
• San Diego Waterfront Redevelopment

53. R E S O N A N C E C O . C O M @ C R FA I R
3.ORGANIZETO SUPPORT & DEVELOP
@ C R FA I R
• Chief Experience Officer
• Vice-President Destination Development
• Vice-President Community Affairs
• Director
• Tourism Energy Specialist

54. R E S O N A N C E C O . C O M @ C R FA I R
5.MANAGE & MONITOR DESTINATION EXPERIENCE
@ C R FA I R
• Visitor Satisfaction/Net Promoter Score
• Resident Satisfaction

55. R E S O N A N C E C O . C O M @ C R FA I R
HOW DOYOU MEASURE &
MONITORTHE EXPERIENTIAL
QUALITY OFA DESTINATION?
R E S O N A N C E C O . C O M @ C R FA I R

56. R E S O N A N C E C O . C O M @ C R FA I R
SOCIAL MEDIA
PROVIDESA NEW
SOURCE OF
DESTINATION INSIGHTS
& INTELLIGENCE
R E S O N A N C E C O . C O M @ C R FA I R

57. R E S O N A N C E C O . C O M @ C R FA I R
London
Paris
Istanbul
Saint Petersburg
Madrid
Barcelona
Berlin
Milan
Prague
Amsterdam
Munich
Hamburg
Brussels
Dublin
Naples
Warsaw
Bucharest
Budapest
Oslo
Helsinki
Stuttgart
Sofia
Gdansk
0 5,000 10,000 15,000 20,000 25,000
712
1,070
1,314
1,460
1,527
1,867
1,926
2,342
2,910
2,980
3,443
3,522
3,576
4,385
6,564
7,405
8,329
9,826
10,004
10,986
14,421
16,894
21,031
TOTAL NUMBER OF QUALITY EXPERIENCES

58. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
CULTURE
@ C R FA I R

59. R E S O N A N C E C O . C O M @ C R FA I R
TOP 10 CITIES FOR CULTURE
1.LONDON
2.SAINT PETERSBURG
3.PARIS
4.PRAGUE
5.BERLIN
6.MADRID
7.BARCELONA
8.AMSTERDAM
9.ISTANBUL
10.MILAN

60. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
ENTERTAINMENT
@ C R FA I R

61. R E S O N A N C E C O . C O M @ C R FA I R
TOP 10 CITIES FOR ENTERTAINMENT
1.LONDON
2.PARIS
3.BARCELONA
4.PRAGUE
5.MADRID
6.ISTANBUL
7.BERLIN
8.AMSTERDAM
9.SAINT PETERSBURG
10.MILAN

62. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
SIGHTSEEING
@ C R FA I R

63. R E S O N A N C E C O . C O M @ C R FA I R
TOP 10 CITIES FOR SIGHTSEEING
1.LONDON
2.SAINT PETERSBURG
3.PARIS
4.BARCELONA
5.ISTANBUL
6.PRAGUE
7.BERLIN
8.MADRID
9.AMSTERDAM
10.BUDAPEST

64. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
SPORTS &
ADVENTURE
@ C R FA I R

65. R E S O N A N C E C O . C O M @ C R FA I R
TOP 10 CITIES FOR SPORTS &ADVENTURE
1.BARCELONA
2.AMSTERDAM
3.LONDON
4.BERLIN
5.PARIS
6.ISTANBUL
7.PRAGUE
8.SAINT PETERSBURG
9.BUDAPEST
10.DUBLIN

66. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
CULINARY
@ C R FA I R

67. R E S O N A N C E C O . C O M @ C R FA I R
TOP 10 CITIES FOR CULINARY
1.LONDON
2.PARIS
3.ISTANBUL
4.SAINT PETERSBURG
5.MADRID
6.BARCELONA
7.BERLIN
8.MILAN
9.PRAGUE
10.AMSTERDAM

68. R E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M @ C R FA I RR E S O N A N C E C O . C O M
LODGING
@ C R FA I R

69. R E S O N A N C E C O . C O M @ C R FA I R
TOP 10 CITIES FOR LODGING
1.PARIS
2.ISTANBUL
3.LONDON
4.PRAGUE
5.BERLIN
6.BARCELONA
7.MADRID
8.SAINT PETERSBURG
9.MUNICH
10.MILAN

70. R E S O N A N C E C O . C O M @ C R FA I R
BUTWHICH CITIES OFFERTHE
MOST QUALITY EXPERIENCES
PERVISITOR?
R E S O N A N C E C O . C O M @ C R FA I R

71. R E S O N A N C E C O . C O M @ C R FA I R
TOTAL NUMBER OF QUALITY EXPERIENCES PER 100,000 BEDNIGHTS
Saint Petersburg
Istanbul
Milan
London
Barcelona
Madrid
Brussels
Prague
Dublin
Gdansk
Bucharest
Paris
Stuttgart
Berlin
Amsterdam
Warsaw
Oslo
Hamburg
Munich
Helsinki
Budapest
Naples
Sofia
0 50 100 150 200 250 300 350 400
24
34
49
50
51
56
58
59
64
67
69
76
79
88
88
99
103
112
118
125
126
138
354

72. R E S O N A N C E C O . C O M @ C R FA I R
SAINT PETERSBURG
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

73. R E S O N A N C E C O . C O M @ C R FA I R
PRAGUE
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

74. R E S O N A N C E C O . C O M @ C R FA I R
PARIS
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

75. R E S O N A N C E C O . C O M @ C R FA I R
BUDAPEST
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

76. R E S O N A N C E C O . C O M @ C R FA I R
BRUSSELS
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

77. R E S O N A N C E C O . C O M @ C R FA I R
AMSTERDAM
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

78. R E S O N A N C E C O . C O M @ C R FA I R
BERLIN
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

79. R E S O N A N C E C O . C O M @ C R FA I R
HELSINKI
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

80. R E S O N A N C E C O . C O M @ C R FA I R
STUTTGART
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

81. R E S O N A N C E C O . C O M @ C R FA I R
MILAN
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

82. R E S O N A N C E C O . C O M @ C R FA I R
DUBLIN
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

83. R E S O N A N C E C O . C O M @ C R FA I R
WARSAW
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

84. R E S O N A N C E C O . C O M @ C R FA I R
GDANSK
CULTURE
ENTERTAINMENT
SIGHTSEEING
SPORTS & ADVENTURE
CULINARY
LODGING

85. R E S O N A N C E C O . C O M @ C R FA I R
THE SHIFT FROM MARKETINGTO
MANAGEMENT BEGINSWITH
MEASURINGAND MONITORING
THE EXPERIENTIAL QUALITY OF
YOUR DESTINATION
R E S O N A N C E C O . C O M @ C R FA I R

86. R E S O N A N C E C O . C O M @ C R FA I R
DESTINATION BENCHMARKING
Resonance Consultancy has collected
an analyzed experiential data for more
than 300 cities around the world.
@ C R FA I R

87. R E S O N A N C E C O . C O M @ C R FA I R
TO LEARN MORE…
Resonance Consultancy
Vancouver | New York
www.resonanceco.com
@resonanceco
Chris Fair, President
cfair@resonanceco.com
@crfair

88. R E S O N A N C E C O . C O M @ C R FA I R
THANKYOU
Resonance Consultancy
Vancouver | New York
www.resonanceco.com
@resonanceco
Chris Fair, President
cfair@resonanceco.com
@crfair
www.slideshare.net/chrisfair