Study Reveals DMOs Drove 41.5 Million Group Room-Night Bookings in 2014
A new study from Destination Marketing Association International reveals that in 2014, destination marketing organizations in the United States collectively influenced a record 41.5 million group room bookings, a 2.4 percent increase from 2013 figures. Previous research indicated that DMOs influenced 20 percent of group room nights in their destinations; the new survey puts that number at 22.5 percent.
The findings were revealed during DMAI's annual convention, which was held July 14-17 in Austin, Texas, and drew a record 1,500 attendees. The study was conducted by Tourism Economics, an Oxford Economics company. It quantifies the impact of the DMO sales and marketing channel from 2009 through 2014 based on booked room nights for future events, occurred group room nights, and the number of events booked and occurred. The analysis is based on data from 155 DMOs.
"Nearly 300 cities and towns across the United States rely on DMO sales and marketing efforts to attract events to their destinations," said Michael Gehrisch, president and CEO of DMAI. "Just as individual DMOs know how important it is to quantify their impact locally for their stakeholders, quantifying the total DMO impact on a national level is critical to articulating destination marketing's contribution and commitment to growing the meetings industry."