The unpredictability of the current geopolitical environment has everyone on edge—but the greater travel industry, including the business events sector, is perhaps one of the most affected industries of them all.
Today’s increasingly complex global dynamics require destination organizations to navigate a range of challenges affecting how they are being perceived by visitors and event professionals, including political climates, social issues, natural disasters, public safety concerns and more.
To help these destination organizations better understand how reputation, public sentiment and societal issues influence meeting and event planners in their destination decision making, Destinations International (DI), in collaboration with research firm Future Partners, released a comprehensive research study, “Destination Reputation: Responding to Societal Issues,” in early April that included an online survey of 400 meeting planners, in-depth interviews with 12 planners and a nationally representative survey of 967 adult American meeting travelers.
“This study reinforces the important role destination organizations play in community and economic development,” said Don Welsh, president and CEO of DI, in a press release. “Understanding how societal factors shape perception is essential for destinations to stay competitive in the global meetings and events marketplace.”
Following are four key findings from the report and recommendations for destination organizations to take action and be prepared to address planner concerns.
1. Safety and Politics Are Non-Negotiable
Safety remains a top priority for planners, and they consider facts and statistics beyond crime rates. Perception, political climate and policies that affect rights, values or accessibility all play a role in whether a destination is chosen or avoided. Planners seek out destinations that feel welcoming and are aligned with attendee expectations and preferences, in addition to ensuring physical safety.
Plus, when you showcase your destination to a planner, you’re oftentimes also indirectly showcasing it to other key stakeholders. Planners are challenged with persuading these decision-makers to overcome any preconceived notions they have about a destination. To succeed at doing so, they need the right tools and information to counter objections.
When destination organizations take the lead in providing actionable resources to address concerns, they make the decision process easier and increase their chances of being selected.
Tips for Taking Action:
- Create toolkits for planners that include talking points, data sheets and case studies with data and counterevidence that addresses negative perceptions of your destination head-on.
- Facilitate peer-to-peer Q&A sessions for planners to hear success stories of events hosted in your destination firsthand.
- Frame your destination’s story as part of a broader narrative about progress, safety and opportunity that supports social impact, community development and positive change.
2. Trust Is Built Through Transparency and Engagement
Meeting planners expect honesty and appreciate authenticity. Destinations that are up-front, acknowledge their challenges and demonstrate real efforts to address concerns and improve perceptions are more likely to earn planners’ trust. Transparency about safety, reputation and policy concerns is essential, “but actions speak louder than words,” according to the DI report.
Tops for Taking Action:
- Promote open and honest communication about challenges in your destination, and how you are addressing them.
- Organize fam trips to provide planners with firsthand insights and experiences into your destination’s offerings.
- Align your destination marketing efforts to emphasize transformation and ongoing community investment.
3. Incentives and Advertising Work, But Not Alone
Incentives like cash offers can influence planners’ destination decision making, but they’re not a universal solution. Consistent advertising plays a far greater role in reshaping perceptions, according to the DI report, especially for destinations working to overcome past reputation challenges. Strategic storytelling and sustained visibility can be “gamechangers” for shifting perceptions of a destination.
Tips for Taking Action:
- Pair incentives with narratives about why the destination is a great choice that blend emotional and data-driven appeals.
- Ensure advertising is both consistent and memorable so your destination remains top-of-mind and continues to reinforce positive perceptions.
- Leverage testimonials and success stories in ad campaigns to showcase your destination’s achievements while also demonstrating a commitment to improvement.
4. Collaboration and Persistence Pay Off
Destinations that prioritize long-term relationships with planners and other stakeholders often see the greatest returns, the report found. Persistence paired with successful site visits “can turn initial hesitation into lasting partnerships.”
Planners who participated in the study also highlighted “the power of cross-sector collaboration,” which the report describes as instances “where destination organizations, local businesses and venues work together to create seamless, welcoming experiences.” Planners are far more likely to advocate for destinations that “foster a unified front” and show a strong commitment to community.
Tips for Taking Action:
- Partner and collaborate with hotels, venues and other local businesses to showcase a unified destination capable of creating a welcoming experience.
- Keep communication with planners open and consistent, even during periods of hesitation or uncertainty.
- Use storytelling campaigns to highlight your destination’s commitment to community and the strengths your community already has.
To read the full report, visit destinationsinternational.org/destination-reputation.
