DestinationCore | The key trends set to influence the Destination…

The key trends set to influence the Destination Marketing industry in 2020
Post Date: 20th November 2019

When we attended the 2019 British BIDs Conference in November, we were able to hear first-hand the key themes that will be influencing the BID and DMO industry in 2020 and beyond. And we'd like to share them with you.

That's why we've put together this short article explaining our take on these themes, so that our clients, prospective clients and friends in the industry know the challenges to look out for in 2020 - as well as to help you understand how DestinationCore can assist in meeting these challenges.

Theme #1 - The importance of maintaining your destinations reputation.

Theme #1 - The importance of maintaining your destinations reputation.

Speakers and attendees at the National BID Conference agreed that one of the biggest threats to BIDs and DMOs is their ability to take control of communications and consistently manage the quality of their output across all channels.

As an essential customer touchpoint, your DestinationCore website will provide a brilliant online experience to visitors, as well as the very best representation of your brand. We understand the importance of a consistent and repeatable message, as well as the requirement to respond and adapt quickly - that's why our approach to content management on your website not only helps you maintain consistency, but makes adding, updating or removing content a breeze.

Theme #2 - Every place is unique. Celebrate it.

Theme #2 - Every place is unique. Celebrate it.

Just as brands compete with brands, places compete with places. With increasing pressure on the high street, and a squeeze on consumer spending, standing out from the competition is more important than ever. Destinations across the country are asking "How do you demand attention and tell your story?"

Understanding what's unique about your destination and delivering a clear, concise and consistent message is essential to help your town or city stand out from the competition.

Each website that sits on the DestinationCore platform is individually designed and tailored to suit your needs and those of the businesses that you represent. This allows the personality of your destination to really shine through.

Theme #3 - Maintaining stakeholder engagement is critical.

Theme #3 - Maintaining stakeholder engagement is critical.

For BIDs, renewal comes around quickly. For DMOs, the pressure is always on to demonstrate value. Having engaged and happy stakeholders, partners and levy payers on board will inevitably make a difference as to how your organisation is perceived. Finding innovative ways to keep your stakeholders informed of the positive impact your BID or DMO is having is essential.

Running a business today is hard work, and your partners and stakeholders are increasingly time poor. Finding time to communicate with them about the brilliant things you're delivering is a challenge. However, it's essential that you do.

DestinationCore comes with a dedicated Insights Dashboard - it's an integral part of the annual license fee. Not only are we able to provide a wealth of important information which can be shared with stakeholders on a regular basis, we've also developed a number of add on-modules which will enable you to communicate, quickly, consistently and regularly - and demonstrate the value of your destination's marketing activity.

Theme #4 – The importance of putting performance measures in place.

Theme #4 – The importance of putting performance measures in place.

With business under increasing financial pressure, all BIDs and DMOs need to find ways to provide additional value to stakeholders and partners. But how effective are you at measuring the impact of your marketing activity? And how do you actually measure success?

Another benefit of our highly valuable Insights dashboard is its ability to provide greater intelligence for better marketing, promotions and decision making; providing proven ROI to stakeholders and levy payers.

In addition to this, we’ve recently created DestinationScore. Using our specially formulated algorithm, we're able to measure the level of consumer interaction your destination receives across all of your online channels. It also allows you to benchmark performance against other destinations, which can be critical in demonstrating success and value. You can find out more about DestinationScore on the insights section of our website.

We're also working hard on developing even more ways to measure performance through the Insights dashboard, such as more detailed tracking and reporting around the impact of your destination's events.

Theme #5 – Enabling technology to support evolving places will become increasingly important.

Theme #5 – Enabling technology to support evolving places will become increasingly important.

Industry experts are suggesting that the destinations who can harness technology to enhance the experience of physically being in a place, as well as assisting with the process of planning before consumers visit will be the ones who win customer loyalty. But how can you do this?

Chances are that the technology already exists. You just need to (1) find the right technology which meets the needs of your audience and (2) integrate it to complement your existing systems and platforms.

At DestinationCore we have already successfully brought together a number of technology solutions - all of which have been tailored to meet the needs of the industry. From specific adaptations of market leading providers such as Mailchimp to data integrations with BID specific technology that includes The List, Place Dashboard and LoyalFree. The best news for our clients is that we're actively looking for other technology we can integrate with. If you have some existing technology that you'd like to integrate with DestinationCore or the Insights dashboard just ask.

One of our main objectives is to help BIDs and DMOs harness the benefits of technology. You can find out more about the technology we integrate with in our Module Marketplace.

Theme #6 - Co-ordinated marketing promotions help destinations thrive.

Theme #6 - Co-ordinated marketing promotions help destinations thrive.

The media landscape is more fragmented than it has ever been. How do you make the best use of each channel?

Destinations who understand the importance of a cohesive marketing strategy are the ones who will thrive. Finding ways to increase the impact of each separate communication by understanding the characteristics of the most successful can help you improve your digital marketing performance.

DestinationCore is an all-in-one solution; home to your data, analytics, content, social media feeds and online marketing promotions. It maximises effectiveness and provides opportunities for automation, saving you precious time in the process. Find out more in the Insights and Module Marketplace sections of our website.

Theme #7 – Events need to be maximised.

Theme #7 – Events need to be maximised.

Consumers are increasingly looking for experiences when choosing which locations they'd most like to visit. Having a vibrant programme of events is central to creating places where people want to spend their time. So, how do you maximise attendance and encourage visitors to stay longer and spend more?

As a general rule, events sections of destination websites tend to be one of the most popular areas of the site. Finding ways to make the events section interesting, engaging and personal to the end user will help supercharge their experience and provide a compelling reason for people to visit.

With over 15 years of destination marketing experience, we know exactly what’s required to increase targeted traffic to a destination website, whilst generating those important outbound clicks to the businesses listed in the directory.

Our knowledge of what drives user behaviour allows us to help our clients build events hubs which drive users to the event types which are most important to them. We do this via advanced filtering, which provides visitors to your site with a more personalised experience, and ultimately drives them to take the action you want - attending one of your events.

We can also automate population of your events section, reducing the strain on your team to keep it up-to-date. View our case studies for some real world examples.

Theme #8 – Forward planning and budget management provides a platform for success.

Theme #8 – Forward planning and budget management provides a platform for success.

Whatever the size of your destination and your budget, there is always pressure from stakeholders and partners to do more. Forward planning and budget management can help you create a roadmap for future success.

This is even more important in the ever changing field of technology, where something new is always just around the corner. Budgeting for upgrades, refinements or enhancements to your existing technology is not only prudent - it is essential if your destination is going to stay relevant.

With this in mind, DestinationCore is built around a modular approach which enables you to add functionality at a pace that suits you, and delivers against your key milestones over the term of your BID or DMO - making your platform a flexible and future-proof solution.

You can start with the fundamentals of either our Standard or Advanced core package and add the modules you require over time. This allows you to manage your budget and take an iterative approach to the development of your website.

What are your challenges in 2020?

The challenges and issues above are just some of those facing BIDs and DMOs up and down the country, but they are by no means exclusive. We'd love to hear about the challenges and opportunities you face too.

We believe that DestinationCore provides the perfect online solution to meet the ever changing needs of BIDs and DMOs, not only today, but also as the industry evolves in 2020 and beyond. And of course, we’d be delighted to take you through a demo of how DestinationCore can help you. In the meantime, you can view our case studies.

View some case studies

Visit Southampton

Visit Southampton

Southampton BID had just gone through a brand refresh and were looking to help bring that brand to life with a powerful online experience. They wanted visitsouthampton.co.uk to be the go-to website for users to find out about what to do and what's on in Southampton. They chose the Advanced core package and The List Events Feed module to power their website.

VISIT WEBSITE

All About Ipswich

All About Ipswich

All About Ipswich is a DMO for Ipswich and the surrounding area. The website showcases events and offers, and also includes a business directory. It provides easy access to a huge range of content, with the Journey Planner and Itinerary Builder modules enriching the user experience. The Campaign Section module provides a hub for the client's numerous marketing initiatives.

VISIT WEBSITE

Visit Bury St Edmunds

Visit Bury St Edmunds

The Bury St. Edmunds and Beyond DMO exists to showcase everything that's good about Bury St. Edmunds and the immediate surrounding area. As well as a central business directory, the site provides content to help you plan your stay and inspiration for what to do during your visit. With the Campaign Section module installed, it provides content hubs for online marketing campaigns.

VISIT WEBSITE

In Colchester

In Colchester

In Colchester is the consumer website for the Colchester BID. We helped them create a new consumer facing brand, and then applied that brand to the DestinationCore platform to create a stunning looking website. Launched in August 2019 the feedback for this site has been superb. The client is looking to refine and improve the website in the coming months and years by adding modules in the future.

VISIT WEBSITE
DestinationCore exmaples on Mobile

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