DMOs Drive 39 Million Group Room Nights, Per DMAI Research

In 2012, U.S. destination marketing organizations, also known as convention and visitor bureaus, collectively influenced the purchase of 39 million room nights for future events, an increase of nearly 5 percent from the previous year, according to a Destination Marketing Association International study. That figure represents 20 percent of all group room demand. The research was conducted by Tourism Economics, an Oxford Economics company, using data from the DMOs’ customer-management solution providers. The report quantifies the impact of the DMO sales and marketing channel from 2009 through 2012 based on booked room nights for future events, actual rooms used, and the number of events that occurred and were booked. The analysis is based on extensive data collected from 116 DMOs. A release issued by DMAI states, "Encouragingly, DMO group room bookings continue to exceed the levels of group room demand from prior DMO sales efforts in each year of the analysis. This indicates that the group room nights trajectory for future years, due to DMO sales and marketing efforts, will increase in the coming years." In other DMAI news, next month the organization will launch a sports-event impact calculator, which will help DMOs gauge the economic impact of youth, amateur, collegiate and professional athletic events held in their destinations. The subscription-based service, currently in beta testing, will be available to DMAI members in August.