To appeal to Millennial meeting planners, destination marketing organizations (DMOs) don't necessarily need to change their message. They do, however, need to adopt new tools with which to broadcast it.
So finds a new research report by Marketing Challenges International (MCIntl), an American firm that represents international DMOs in the United States. Titled "Destination Marketing: The New Wave," it confirms what many meeting professionals already suspect: Technology and new media have strongly influenced the way young planners research and plan events.
That doesn't mean, however, that destinations should market to Millennials specifically. Rather, they should "think like Millennials when developing marketing programs," suggests the study, which provides numerous examples and recommendations, such as adapting destination websites to an increasingly mobile workforce, creating more engaging and interactive resources for event attendees, and utilizing content marketing to build better relationships with planners.
"What we discovered in our research is that Millennial meeting planners are fundamentally no different from other generations in their core values and desires," said MCIntl President Michel Couturier. "However, technology has changed, and Millennials happen to have the strongest relationship to digital media of all generations. It's that relationship and mindset that we need to understand in order for convention bureaus to evolve their marketing strategies."
"Destination Marketing: The New Wave" is available for free via MCIntl's website