How DMOs Use Analytics

“Big Data” is a buzzword that refers to the endless amount of information tracked and analyzed across professional sectors. It’s no different in the hospitality industry, though collecting the data has gotten much easier and more accurate, thanks to technological tools that do just that.

Destination Marketing Organizations (DMOs), known traditionally as Convention and Visitor Bureaus (CVBs) have always been an advocate for mass data collection. They request information from individual hotel properties and venues and compile them to create destination reports showing the number of visitors to a city, average spend, and length of stay.

As the central source for planning, the importance of this data has started to impact more than just tourism industries. City planning can now incorporate visitor data to determine if retail or entertainment venues will be placed in an area with easy traffic accessibility at a price point congruent with its neighborhood. Hotel developers can look to a DMO for statistics that can support the construction of a new hotel in a specific market. A DMO is now an active participant in the growth and development of its community beyond just hotels and convention centers because they hold the key to information that can reinforce decisions made for that region.

From a sales perspective, data is also used to help capture the right business at the right time. With digital history, prospecting efforts can be focused on reaching out to customers that are in their buying cycle, with a budget that fits the region, on dates their venues are available. Tools such as Cvent, sales CRM’s, and social media networks like LinkedIn provide resources that allow searching and sorting simple and efficient for sales and marketing professionals. Gone are the days of cold calling — rely on your community’s combined resources to make sales based on research, history, and reliable data.

Written by Jessica Rienecker, CTA, CTP, CMM, HMCC.

All information provided by Visit Anaheim.