SMG recently completed the first ever Destination Marketing Organization (DMO) Website User Survey. The survey was developed to understand the role of the DMO website in the destination travel planning process and to research and understand DMO user behaviors, perceptions and attitudes toward destination tourism websites. Five California destinations were selected to participate in this survey, including Lake Tahoe Visitors Authority, Pismo Beach Conference & Visitors Bureau, Solvang Visitors and Convention Bureau, Temecula Valley Convention & Visitors Bureau and Ventura Visitors and Convention Bureau. A survey was sent to each destination’s email database, and over 3,000 surveys were completed.
Overall, responses indicated that the destination websites are an important part of what could be considered top of the sales funnel planning and research, and provide valuable information when researching and learning about a destination. The most useful content includes general information, maps and attractions.
Impact of the DMO website on last trip
Additional interesting takeaways include the following:
- DMO websites play an important role in the research and initial planning phase of a trip, with 84% of survey respondents indicating that it helps them learn more about a destination, and 61% noting it helps them make a decision to visit a destination.
- More respondents (nearly half at 48%) indicated that they found the DMO website via search, vs. 28% learning about it via traditional media.
- Almost all respondents used the Internet for part or all of their trip planning.
- While 81% of respondents indicated that online video is helpful when considering a destination to visit, only 24% indicated they found it helpful on a DMO website. This indicates that there is great potential for DMOs to use and feature regularly updated video content on their websites.
- 16% of respondents indicated that they have accessed a DMO site using a mobile device. This may not seem like a large number, but it still supports the need for destinations to develop mobile websites.
- Interestingly enough, even when in the destination, 73% of respondents indicated they use a laptop/computer to find information online, with 48% using the local visitor center.
It’s clear that the destination website is integral to the travel planning process, particularly in the general information gathering and research phase. As such, DMOs should ensure they provide interesting, engaging information and content for potential visitors, in order to generate awareness, interest and desire to plan a trip. In the end, this will ideally help warm up cold leads, transforming them into visitors to the destination.
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Great info and good summary. Thanks for the research.