Staying Ahead of the Curve at DMAI

DMAI Annual Convention

Last week, we made the trek from Austin to Seattle for the 98th annual Destination Marketing Association International conference. This annual conference was the perfect opportunity to connect with city, state and international DMOs and gain insight into some of the most critical issues in the travel and tourism industry.

DMAI never fails to put on a great show, and Seattle provided the perfect backdrop for the event this year.  It was fantastic catching up with old friends, meeting new ones and escaping the scorching Texas heat.

Pike Street Market

We had the awesome opportunity to be a Gold Sponsor this year and truly enjoyed chatting with every single person that came by our booth to learn about Get Smart Content and how to improve visitor engagement with dynamic content.

Get Smart Content at DMAI12

All of the education sessions we attended were chockfull of extremely relevant and valuable information for DMOs. Jim Eustace, Get Smart Content’’s founder presented at the session ““Staying Ahead of the Curve:  Digital, Social and Mobile Trends and Their DMO Applications”,” which documented new technology trends in the Destination Marketing industry and identified shifting patterns in consumer behavior. We wanted to share a few of these cool stats and tips we picked up during our time in Seattle!


1.Optimize limited resources by connecting with the right people at the right time. For travel and hospitality, Thursday and Friday have 18 percent more engagement than other days of the week.

2. Eighty percent of Pinterest users are female, and Pinterest provides more referral traffic to other sites than Google+, YouTube and LinkedIn combined.

3. Forty-four percent of all American mobile consumers now own a smartphone, and in recent years, Google has seen a 15 percent rise in air and hotel bookings from mobile devices.

4. Ninety million American adults use the internet to plan travel. 85% say online is primary travel planning info source.

5. Search is the number one planning source for personal travel. Google is the search leader with 87% of the global market share.

6. Length matters even on Facebook. Facebook posts with 80 characters or less receive 27 percent more engagement.

7. Search remains the number one planning resource for personal travel. It’s your first opportunity to get in front of potential travelers during the consideration phase. Fifty-five percent of travelers say they always start their travel booking process with search.

8. Eighty-five percent of consumers cite the internet as their primary source of information when making travel plans.

Download a few of these DMAI Mini – Infographics here!

In the coming months, DMAI, in collaboration with Get Smart Content and our agency partner VM Foundry, will be releasing a complete Digital and Mobile Marketing Toolkit with even more data-driven insight into ways to optimize your DMO marketing spend to improve campaign success and ROI. Look for details from DMAI about their upcoming webinar on the toolkit or visit to purchase session recordings.

Stayed tuned for the digital tool kit release, but in the meantime, check out our most recent infographic inspired by DMAI:  Stages of a Traveler: Dreaming vs. Doing.

If you went to DMAI and didn’’t get the chance to stop by our booth and say hi, let’’s set up a time to talk.


Anthony Figgins
Anthony Figgins

The guy who runs marketing and sales tech at a marketing tech company. Avid collector of swag.