My keynote at Outdooractive 2018, in Immenstadt, Germany. #oac18
More information on Tourism Sentiment Index, here: https://destinationthink.com/tsi-announcement/
Destination management: Experience is the end-game.
1. Experience is the end-game
Designing the future of destination
management.
2. We Believe
Travel makes the
world a better
place
Our Team
Engages directly
with millions of
travelers
Our Company
Helped to grow the
economies of
hundreds of
destinations
Now
We work with 25
destination clients
Our Focus
Drive value to
communities by
improving the end-to-
end traveler experience
Markets
Australia, Canada,
UK & Europe, USA
Our Clients
Are industry
leaders
3. 3 trends will shape the future for
destination marketers
3.
Impact on
residents
1.
Increasing
competition
2.
Decreasing
trust
4. 1. Increasing competition for attention
Consumers spend, on
average,25%of their
waking time on their
mobile device.
Source: Facebook
25%
Fewer than 19%consulta
DMO website.
Source: Google and
Destination Analysis
19%
of travelers consult
TripAdvisor beforeselecting
a destination or hotel.
Source: TripAdvisor
77%
of travelers use social
media while on vacation.
76% of travelers use
socialmedia to share
their experience after
they return.
Source: SKIFT
74%
8. Earned Paid
Owned
“…the only path to
profitable growth may lie
in a company’s ability to
get its loyal customers to
become, in effect, its
marketing department.”
- Harvard Business Review
Media balance: 2005
16. “92% of consumers
trust peer
recommendations
more than
advertisements.”
“76% of consumers
feel advertisements
are ‘very’ or
‘somewhat’
exaggerated.”
2. Decreasing trust in brands
“The #1
influence on
travel destination
decisions are friends
and family.”
“Only 8% of
Europeans and
10% of Americans
trust ads on
websites”
17. Authenticity is everything
vs.
Crystal Driedger-Hounsell
Hey Lindsay... LOVE your
profile pic! Your trip looks like
it was totally amazing! How
was Greece? I really want to
go there. Is it as great as it
looks?
32. Other people’s stories
Destinations that win in the future
Destination
Management
The sum of all
the stories
somebody hears
The combination
of all experiences
during a trip
+
The Destination Brand
33. “Our guests are
our best marketers.
Our vision is quite simple:
to be the number one destination in
getting guests to return and telling
others to come too.”
Image courtesy of Visit Norway
37. Money and
distance is not
important
Competes on price,
no loyalty
Bad
word-of-mouth
Meh
Love it Hate it!
Passion = meaning = advocacy
38. The only report that can:
Analyze everything said about your destination online.
Measure destination performance with a simple KPI.
Benchmark against competitors.
Categorize success across 50 areas of conversation.
Provide crystal-clear focus to align your team.
50
39. Destination Campbell River
Cariboo Chilcotin Coast
Shuswap Tourism
Sunshine Coast Tourism
Tourism Abbotsford
Tourism Chilliwack
Tourism Kamloops
Tourism Northern BC
Tourism Prince Rupert
Tourism Smithers
Tourism Sun Peaks
Tourism Tofino
Tourism Ucluelet
Tourism Vancouver
Tourism Vernon
Tourism Victoria
Tourism Whistler
Discover Saint John
Destination St. John/s
Elkhart County Convention & Visitor
Bureau
Experience Columbia SC
Gold Coast Tourism Corporation
Halifax Tourism
Hinchinbrook
Mackay Tourism Ltd (MTL)
Memphis Tourism
Ontario Highlands Tourism
Assocaition (OHTO)
Port Douglas & Daintree
Southern Country Queensland
Tourism
Tourism Calgary
Tourism Edmonton
Tourism Jasper
Tourism Kuranda
Tourism Mississauga
Tourism Ottawa
Tourism Regina
Tourism Saskatchewan
Tourism Saskatoon
Tourism Tropical North Queensland
Tourism Western Australia
An invitation to
200 partners
Tourism Whitsundays
Tourism Winnipeg
Tourisme Montreal
Townsville Enterprise
Travel Alberta
Travel Manitoba
Travel Yukon
Tropical Coast Tourism
Visit Aberdeenshire
Visit Aiken, SC
Visit Corvallis
Visit Dallas
Visit Greenland
Visit Huntington Beach | Surf
City USA
West Yellowstone
Chamber/CVB
Bay of Plenty Tourism
Bermuda Tourism
Big Sky Chamber of
Commerce
Brisbane Marketing
Bundaberg North Burnett
Cairns
Destination Cape Breton
Association
Destination Cleveland
Stealth Development
Q1 Q2 Q3 Q4 2019
Jun Jul
Closed Pilot
10+
Int.l Pilot
50+
Partners
200
Sep
40. Destination promoter
Those actively recommendingor speakingpositively about
your destinationto others.
Destination detractor
Those actively discouraging or speakingnegatively about
your destinationto others.
Powered by AI, layered with methodology based on 10 years of experience
Destination passive
Those speakingabout your destinationfrom an indifferent
point of view.
42. Tourism Sentiment Score™ | Tourism Conversation Volume
0
20000
40000
60000
80000
100000
120000
140000
Competitor #1 Competitor #4 Your Destination Competitor #2 Competitor #4 Competitor #5
Your Destination
Volume of conversations is an
indicator of overall awareness.
The greater the volume of
conversations for a destination,
the more people are talking
about it, bringing a greater
chance that people read or hear
about the destination. Volume
does not represent quality. It
represents opportunity.
43. Map Place DNA™, attract ‘the right’ visitor, add value to residents
Manage growth
02
54. Tourism Sentiment Score™
Top Performing
Tourism Assets Volume
Comparative
Destination
Volume
Comparative
Destination
Sentiment Global Rank
1 Shopping 26128 High High 15
2 Surfing 11990 High High 17
3 Nature Viewing 6374 Low High 44
4 Museums + Galleries 6080 Average Low 56
5 Festivals + Events 5456 High Low 77
6 Hiking 3956 Average High 54
7 Restaurants 3255 Low Low 88
8 Nightlife 2092 Average Average 87
9 Accommodations 1780 Average High 65
10 Frontline Staff 1720 High Low 45
54
This report provides a view of how your destinationis perceivedand discussed
among travel consumers. Basedon our analysis,The following tourism assets is
where your destinationis excelling in generationof a positiveperception ofthe
destination andit’s tourism offering.
Tourism Sentiment Score™ | Top Performing Tourism Assets
56. Volume of conversations is an
indicator of overall awareness.
The greater the volume of
conversations for a destination,
the more people are talking
about it, bringing a greater
chance that people read or hear
about the destination. Volume
does not represent quality. It
represents opportunity.
0
10
20
30
40
50
60
70
January 1 - December 31, 2015 Jan 1 - Dec 31, 2016 January 1 - December 31, 2017
Tourism Sentiment Score™: Timeline
Tourism Sentiment Score Comparative Average Linear (Tourism Sentiment Score) Linear (Comparative Average)
Projected: 2019
Tourism Sentiment Score™ | Sentiment Trend
Projected 2019
TSS: 60
Your Destination
TSS: 54
57.
58. Don’t take your DMO’s focus
away from visitors,your
residents,and most of all,their
stories.