DMO Website User & Conversion Study Findings

Executive Summary Available for Download

Destination websites—particularly official DMO websites—are important resources for both inspiration and trip planning for many travelers.

The objectives of the study:

  • Determine the Visitor Spending Impact and ROI DMO Websites Produce for their Communities
  • Develop Profiles of DMO Website Users
  • Use the Voice of the User to Produce More Comprehensive and In-depth Performance Metrics for DMO Websites

The DMA West Education & Research Foundation Board of Directors is pleased to announce that the study’s executive summary is available to the DMO industry. Download a complimentary copy of the executive summary.

At the March 2017 DMA West Tech Summit in Salt Lake City, Erin Francis-Cummings, CEO of Destination Analysts, presented the findings of this industry research such as who uses these websites, their rates of conversion and the economic impact they generate for their destinations. Following the study findings presentation, Chris Adams, director of research and online marketing at Miles Partnership, presented seven practical insights about how the study findings should inform a DMO’s marketing plans for 2017 and beyond. Miles Partnership underwrote a portion of the study.

The DMA West Foundation, in conjunction with Destination Analysts and Miles Partnership, will sponsor a complimentary webinar to present the findings of the study; webinar date to be announced.

Background About the Yearlong Study

The DMA West Foundation Board earmarked specific funds to support this industry research project in conjunction with fees paid by the participating DMOs.

During 2016, Destination Analysts, on behalf of the DMA West Foundation and participating DMO partners, conducted a DMO Website User and Conversion Study.

This research used a dual online survey methodology to develop a profile of travelers who use official destination websites and estimate the Return on Investment these websites bring to their respective communities. For the purposes of this project and to produce annualized metrics, users were surveyed between January 2016 and January 2017.

Study participants included Albuquerque, Big Bear, Central Oregon, Laguna Beach, Lane County Oregon, North Lake Tahoe, Oakland, Park City, San Francisco, Sonoma County, Washington County Oregon, West Hollywood and Yakima Valley.

Each DMO study participant received its respective comprehensive report of findings (specific to the DMO’s website, including custom questions) as well as conversion analysis and ROI estimates.

Descriptions of several DMO websites in the study by users:

“It's a beautiful site, it’s got fantastic images of all the scenery. It's got a lot of ideas for all sorts of adventures and relaxation. It's got history. It's very user friendly and fast. It gave me a lot of great ideas."

"It was very effective in inspiring me to want to visit. I had no idea that there was so much in there. There's so much more."

"I would say it's excellent. I do a lot of searching for trips and planning for trips... and this site definitely has a lot of information.”