The evolving role of the transactional DMO
What role should the DMO have in this moving distribution landscape? Should it partner with an OTA, offer it own in-house solution or simply transfer its web traffic directly to hotel partners of the destination?
The Destination Marketing Organization, or DMO — also known in some cities as the Convention and Visitors Bureau (CVB) — looks after the marketing and communications of a territory, municipality, or region.
In most cases, a DMO represents a variety of industry stakeholders, such as accommodations, transportation, restaurants, festivals and events, attractions, shopping, spas, and meeting planning facilities and providers. As such, destination marketing is a vital component of the travel decision and purchase funnel for consumers as they plan their next vacation or business trip.
Both the New York City’s public/private tourism promotion company NYCGo and the San Francisco Travel Association recently announced they had reached agreements with Booking.com, an online travel agency (OTA), to have it openly provide the transactional engine on their official websites.
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