SoIN staff attended the Destinations International Annual Convention in July as part of their professional development. Here are some of the top takeaways they gathered from industry leaders and professionals.
Collaborate, Collaborate, Collaborate!
One of their biggest takeaways was the value of building connections beyond the most obvious partners. Sometimes the best collaborations come from unexpected places, so it's important to say yes to meetings, tours, and opportunities to learn about other industries and businesses in the community. Even if an organization seems unrelated to your business or attraction, there are often shared goals and opportunities for collaboration.
Visitor Insights
Visitor expectations have evolved significantly over the past five years. Today's visitors want information immediately and expect digital options, while still appreciating traditional print materials. Most importantly, they expect information to be accurate. Visitor services and frontline professionals often serve as a visitor's "Google," helping travelers navigate an overwhelming amount of information and misinformation.
Use the Power of Storytelling for a Competitive Edge
When competing with attractions or businesses with larger marketing budgets, the key is to outstory them. A bigger budget doesn't always guarantee more attention, but compelling storytelling can help an attraction, business, or destination stand out. Sharing authentic stories and creating meaningful connections can be a powerful way to capture attention and inspire people to visit even when funds are limited.
Other Takeaways
Destinations should strive to be somewhere people want to visit rather than simply anywhere. Move potential visitors to trip purchase by being bold or doing something unique. Destination stories are best told through local, unexpected and authentic voices. Rather than relying solely on influencers, destinations should seek out believable storytellers who can bring their narratives to life. In the meetings market, incorporating sustainability requirements into sponsorship packages, such as using local vendors and recycling, can also demonstrate the positive quality-of-life impacts of innkeeper’s tax funding to local residents. Join us for an upcoming Team SoIN for more industry insights.
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