Dr. Karl Albrecht presented a thought-provoking and challenging overview of futures thinking for CEOs of destination marketing organizations, at DMAI's 2013 CEO Forum, 24 April 2013, at Marco Island Florida. He offered a basic model for business futuring, and recapped the DMAI futures study done by his firm, "The Future of Destination Marketing."

1. “How to be
Your Own
Futurist”
- Dr. Karl Albrecht -
Destination Marketing
Association International
CEO Forum
April 24, 2013
Marco Island
Destination Marketing
Association International
CEO Forum
April 24, 2013
Marco Island

2. “I’m all for progress, but
it’s been going on far too long.”
~ Ogden Nash

3. The “Oh-S***” Future
Whose “Future” Do You Believe?
The “Gee-Whiz” Future

4. What is the Answer?

5. How Do We Study
the Future of Something?
?

6. “Forget it, Louis -
no Civil War picture
has ever made a nickel.”
~ Irving Thalberg, business Adviser
to Louis B. Mayer, who turned down
“Gone With the Wind,” 1937
GONE
with the
WIND
Famous Bad Calls

7. “Robert Goddard’s
theories about
space travel
are too far-fetched
even to be considered.”
~ Scientific American
Magazine, 1940
Famous Bad Calls

8. Famous Bad Calls

9. “We will bury you.
And you capitalists
will sell us the shovels
to do it with.”
~ Nikita Khrushchev,
Premier of USSR, 1962
Famous Bad Calls

10. “I see no reason why
anyone would need
a computer
in their home.”
~ Ken Olsen, founder of
Digital Equipment Corp.,
1977
Famous Bad Calls

11. Ten Things that Will Disappear?
• US Postal Service
• The Personal Check
• The Newspaper
• The Magazine
• The Book
• The Land-Line Phone
• Television
• The Personal Computer
• Privacy
• Colleges / Universities

12. There Will Always be New Ideas

13. Square Watermelons?

14. Low-budget Funerals?

15. Musical Taser?

16. New Fashions?

17. Space Tourism?

18. Underwater Hotels?

19. Electronic Tombstones?

20. The Digital
Outhouse?

21. You’re Always Connected…

22. Offered Without Comment ...

23. Social Networking

24. The Media-Centric Culture
Tech-savvy?
Or, media-addicted?

25. Figuring out
the new rules
of the game
Strategic Thinking

26. Strategic
Planning
R.I.P.
What Happened to “Strategic Planning”?
Strategic Planning
Has Become…
The “Strategic
Conversation”

27. The “Strategic Radar” Model
Customer
Competitor
Economic
Techno-
logicalSocial
Political
Legal
Geo-
physical

28. “Radar” Sector Super Trend
Customer “Proliferating Preferences”
Competitor “The Battle for Attention”
Economic “Dodging Asteroids”
Technological “Smart and Friendly Websites”
Social “The Electronic Culture”
Political “The Quest for Relevance”
Legal “Mixed Signals From Government”
Geophysical “Going Green”
Destination Marketing: “Super-Trends”

29. Your
most dangerous
competitor
probably doesn’t
look like you.

30. Tour
Operators
Hotels /
Lodging
Visitor
Attractions
Other Local
Visitor Svcs
Airlines /
Transport
Destination
Infrastruct.
Conference
Exhibitors
Convention
Sales
Out-of-town
Organizers
DMO Sales
Team
Event
Mgmt Firms
Local
Organizers
Travel
Resellers
Group/Tour
Packagers
DMO Role: Advise and
Support Marketers
Marketing & Selling
to the Visitor
Industry
Partners
Community
Leaders
Local
Governments
Developing the Destination
Visitor-Centric Strategic Map for DMOs
Delivering Services
to the Visitor
DMO Role: Advocate the
Total Visitor Experience
DMO Role: Support &
Develop the Dest’n Strategy
Publishers /
Advertisers
Travel
Mavens
Informing, Educating, & Advising the Visitor
DMO Role: Inform, Educate &
Advise the Visitor
Visitors:
Leisure /
Conference /
Business

31. Who Manages the Visitor Experience?

32. The Cycle of Visitor Experience (CVE)
Visitor
POP’s
Points of
Perception
(POP’s)
Planning
Departure
If the cycle is unmanaged,
the quality of the visitor
experience regresses to
mediocrity.
If the cycle is unmanaged,
the quality of the visitor
experience regresses to
mediocrity.
Destination
Infrastructure
Destination
Infrastructure
Arrival

33. The pursuit of
mediocrity is
always
successful.
Karl Albrecht

34. Resources for D.I.Y. Futurists
World Future Society:
www.wfs.org
Trend Spotting:
www.shapingtomorrow.com

35. “No problem can be solved
from the same consciousness
that created it. We must learn
to see the world anew.”
- Albert Einstein
New Thinking for a New World

36. www.KarlAlbrecht.com/downloads/CEOForum2013.pdf
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