DMO’s Must Be Scratching Their Heads - By John Hendrie

2012-07-31
  • PDF
  • Print
  • Bookmark
  • Go Back
  • Text Size:
  • LRA Worldwide Well over a month ago I wrote an article about a new definition for the word 'Destination' – a most worthy word in our world of Hospitality and Tourism.

    Well over a month ago I wrote an article about a new definition for the word “Destination” – a most worthy word in our world of Hospitality and Tourism. Another sector had spirited away our unique and ever present raison d’etre, where DMO’s (Destination Marketing Organizations) present our various locations and enhance the tourism effort through involvement with the stakeholders. The Automotive Industry has tread upon our path, heavily. It started with the Lexus, identifying itself as a luxury destination (opulent interior, very smooth ride, all the gadgets in the world, etc.).

    Well, another luxury brand has joined the party – the Infiniti, where for them, the “journey is the destination”. Here we see a stylish couple plan their vacation travels, from a desert isle to a grand, verdant concourse, with them naturally ensconced in the finest trappings of transport.

    So, now I am really confused – is it the trip, where I stop, sightsee and scan the horizon or is it the transport which moves me about? It must be all transitory and sensory. Assume the lotus position and repeat after me...

    Automotive has never been shy about spending the big marketing bucks, and their advertising is usually quite memorable, sometimes cutting-edge. You might recall that Super Bowl ad of 2011 which effectively rebranded both Chrysler and gave some heft to the City of Detroit (which sadly is still reeling as a municipality).

    If Automotive can create a whole new sensation and definition, where are the best and the brightest of our DMO’s – tasked to sell and market our cities, regions, locales, states, our collective Brands and stand-alones? I would think the stakeholders are beside themselves with wonder. Where is the delivery?

    It certainly is not easy in this economy to pull together a campaign which richly represents our diverse hospitality destination to those Visitors. Budgets are shot, slashed, smoked. Staff has been reduced; member participation pared. Yet, we stakeholders want something that shakes the visitor consciousness and sensibility.

    We used to do it, but it seems now we are in a funk. But, just remember where Automotive was a mere few years ago. We can do better! Think out of that box.

    LRA Worldwide is a leading research and consulting company in the emerging discipline of Customer Experience Management (CEM). We work with our clients to help them design and deliver consistently exceptional customer experiences in order to drive customer satisfaction, loyalty and advocacy, and company growth and profitability. We have built a range of quality assurance, mystery shopping, research, training and consulting solutions to help them do so.

    Today, we are a growing company operating in more than 120 countries throughout the world, servicing our clients from offices and resources in the Americas, EMEA and Asia Pacific regions and helping clients such as Starwood Hotels & Resorts Worldwide, the National Football League, Avis Budget Group, Madison Square Garden, the Cosmopolitan of Las Vegas and Mandarin Oriental Hotel Group deliver exceptional customer experiences. Every touch. Every time. For more information, visit us at www.LRAworldwide.com.


    Logos, product and company names mentioned are the property of their respective owners.

  • PDF
  • Print
  • Bookmark
  • Go Back
  • Text Size:

  • comments powered by Disqus
    Ads by Nevistas

    Newsletters
    Travel
    News
     
    Airline
    Industry News
     
    Hospitality
    Newsletter
     
    Hospitality
    Trends
     
    Your Email Address
     
    Advertise Here