The CVB &
the Future of the
Meetings Industry
Research conducted by Destination Analysts, Inc. for the destination marketing industry in partnership with
Destinations International & Miles
2018
Page 2
Research Overview & Objectives……………………………………................... 4
Methodology…………………………………………………………………………………… 5
Executive Summary…………………….…………….………................................ 6
Meeting Planner Profiles…………………………………………………………………. 19
Measuring Success……….…………………………………………………………………. 27
Challenges……………………………………………………………………………………….. 32
Looking Ahead……………………………………………………………………………….... 36
The Shared Economy……………………………………………………………………….. 41
The Meeting Planner & the CVB…………………………………………………..….. 45
Rating the CVB Industry………………………………………………………….………… 64
Contact Info for Questions and More Information ……………………………. 82
Table of Contents
Page 3
The use of the terms “Convention & Visitors Bureau,” or “CVB,” in
this report is purposeful. The 2017 edition of this study found that
95.6 percent of meeting planners had heard of Convention &
Visitors Bureaus (CVBs), compared to 70.7 percent who had heard
of “Destination Marketing Organizations (DMO)s.” In addition,
84.9 percent of meeting planners reported referring to these
organizations as Convention & Visitors Bureaus (CVB); meanwhile
just 7.7 percent said they used the DMO term. This continued to be
evidenced in our interviews with meeting planners this year, in
which they used the term Convention & Visitors Bureaus or CVBs
to refer to these organizations.
Note on the Moniker Used in this Report
Page 4
This report presents findings of a study of the meetings industry—specifically meeting planners’ assessment of the current state of the industry, feelings about the benefits and
challenges anticipated to be brought forth in the future, and the ideal functions and leadership of the CVB in the meeting planning process. This research was conducted by
Destination Analysts, Inc. in partnership with Destinations International and Miles Partnership.
The core objectives of this research are summarized below.
Research Overview & Objectives
• Develop a deeper understanding of the value CVBs can provide meeting planners
(across event types and sizes) based on current circumstances and anticipated changes
in the industry
• Examine metrics meeting planners use to evaluate and report the success of their
meetings and events
• Explore existing challenges in the industry and how the industry may evolve
• Benchmark the perceived performance of the CVB industry as a service provider to
meeting planners
• Identify recommendations for how the CVB and meeting planner best work together
towards the ultimate success of the destination and the event.
• Provide participating CVBs a benchmark of their meetings destination brand
performance
Page 5
To address the objectives of this research an online survey of meeting planners was conducted. An invitation to take
this survey was sent via email to Destinations International’s list of meeting planner contacts, Destination Analysts’
meeting planner panel, and to meeting planner clients and prospects from participating CVBs. This allowed for the
ultimate sample collected to be representative of a full spectrum of meeting and event planners, including corporate,
association, and third-party planners, as well as those who plan for city-wides and those solely focused on self-
contained meetings. Respondents were screened for meeting planner responsibilities and/or destination decision
influence. Those meeting planners who completed the survey were provided a $25 Amazon.com e-gift card for their
participation. In total, 831 completed surveys were collected.
Findings from the survey were then explored in greater depth with a series of interviews of 20 meeting planners.
Again, a wide range of meeting planners were included in these interviews in order to maximize included perspectives.
These interviews were conducted via online video conference, moderated by Destination Analysts staff.
Methodology
Page 6
Page 7
Executive Summary – Meeting Planning Today and in the Future
2018 Meeting Planner Profile
The 831 meeting planners surveyed for this research represent
a full spectrum of meeting and event planners with experience
in a variety of industries, including corporate (42.4%),
national/international association (42.0%), state/regional
association (26.8%) and third-party planners (25.6%), as well as
those who regularly plan city-wides and those solely focused
on self-contained meetings (44.9%).
Page 8
Executive Summary – Meeting Planning Today and in the Future
The Shared Economy & Peer to Peer Lodging
Use of Airbnb as a housing option—either by working directly with the company or
simply promoting the service—is up very slightly from 3.0% to 4.5%, and the proportion
likely or certain to use it in the future has remained virtually the same (3.6%). In total,
4.6 percent of meeting planners specifically named increased use of AirBnB by attendees
as a trend they see as having amongst the biggest impact on the meetings industry in
the future. However, several meeting planners interviewed as part of this research
independently brought up the use of AirBnB by attendees as a potential challenge that
they are keeping a watch on. And yet, three in ten planners agreed that CVBS should
have a partnership or strong relationship with CVBs.
Page 9
Executive Summary – Meeting Planning Today and in the Future
Technology—An Aiding Yet Complicating Force
When asked their expectations of certain factors in the meetings industry getting
better or worse in the next three years, by far the top two factors meeting planners
see improving are technology related: technology developed for meeting planners
(78.9% see this as improving) and the use of data in decision making for meetings
(64.5% see this as improving). When specifically naming issues that will most
impact the industry in the future, disruptive technology (17.7%) and remote
connectivity/virtual meetings (8.9%) were the first and fourth most common
responses. In addition, 59.7 percent of meeting planners agreed that planners will
increase their reliance on services that automate or digitize the services they need.
Important Note: While 57.5 percent of meeting planners rated CVBs highly for
“keeping up with changes in the meetings industry and adapting their styles
towards these changes,” there is certainly opportunity to strengthen the
perception that CVBs are up-to-date, and even forward-thinking, on the industry.
Page 10
Executive Summary – Meeting Planning Today and in the Future
Destination Selection & Measuring Meetings Success
When asked to rank their top measurements of the success of their meetings,
attendee satisfaction (40.1%), followed by the number of registrants (34.1%),
continue to generally be the most important to meeting planners. Other factors
related to satisfaction, including the overall experience of the meeting (20.8%) and
achieving the meeting’s goals (20.6%) are also important. Cost/budget
adherence/profit—although secondary to satisfaction—also represents a
prominent success metric to how meeting planners judge their meetings. There is
an opportunity for CVBs to play a role and/or be further seen as assisting
meeting planners in achieving strong attendee satisfaction by curating and
delivering a strong overall meeting experience. Note that for third-party planners,
client satisfaction is understandably paramount (54.3%). Corporate planners are
the planners most concerned with attendee satisfaction (44.7%), while association
planners strongly characterize success by the number of attendee registrations
(42.9%).
These meeting success metrics drive what planners feel is most important in
evaluating the destinations to hold their meetings, including geographic location
(92.3%), meeting facilities (91.4%), and hotel quality (90.8%), as well as hotel
rates (90.7%) and the overall cost of the destination (90.6%). A second but
critical set of destination attributes important to meeting planners relates directly
to the attendee experience, including safety (84.5%), popularity (82.2%),
destination amenities (78.9%), walkability (68.8%), airport facilities and lift (66.5%)
and weather (62.5%). CVBs have an opportunity to communicate more explicitly
about the overall visitor experience their destination provides meeting
attendees, and relatedly, about the overall costs of holding a meeting in their
destination. For example, beyond the room rate, planners want to know
information related to their attendees expected transportation and eating out
costs in the destination. Association planners are somewhat more cost conscious
than corporate and third-party planners.
Page 11
Executive Summary – Meeting Planning Today and in the Future
Destination Selection & Measuring Meetings Success
While attendee satisfaction is key to their success, meeting planners are
currently feeling most challenged by financial issues. Staying within budget
(40.2%) and negotiating cost savings (34.6%) are the top two ranked challenges
meeting planners feel they most commonly face in planning and executing a
successful meeting. Issues related to satisfaction are present but secondary
compared to cost.
When meeting planners look to the future of the industry, the primary factors
they see getting worse are financially related—client/meetings budget,
meeting planners’ ability to negotiation with hotels, and the impact of hotel
brand consolidation/mergers. In terms of trends they see impacting the
industry in the coming years, rising costs and budget issues and their decreased
leverage and bargaining power due to mergers are amongst the top named.
Challenges meeting planners feel around finances result in lost business for
destinations. When asked why they had passed on a destination they had
seriously considered in the last year, the top two reasons meeting planners
provided were expensive hotel rates (55.1%) and the overall cost of holding a
meeting in the destination (52.2%).
The critical role CVBs play as a brand manager and chief brand communicator
for their entire destination is also evident in meeting planners’ feedback on
lost business. Three in ten meeting planners passed on a destination they were
seriously considering in the last year because of perceived low popularity of
that destination with attendees, and nearly one in five did not ultimately
choose a destination because of brand perception issues that destination is
facing (18.4%).
Page 12
Executive Summary – The Health of the CVB-Meeting Planner Relationship
Familiarity with CVBs has improved over the last year. The percent of third-party meeting
planners (70.8%), corporate planners (47.7%) and SMERF planners (57.6%) who characterize
themselves as “very familiar” with CVBs has increased from 2017.
Usage of CVBs remains at strong levels—the typical planner has used 5.6 CVBs in the past
year—with third party planners utilizing the highest number (7.7) and corporate planners
the least (3.8). Although corporate planners continue to have the lowest volume of CVB use,
their average is up from 2017 (2.9).
Over half of meeting planners consider CVBs “very important” to the meetings industry
(54.5%) and see them becoming more or much more important to the industry in the
future (50.3%). Another 35.4 percent characterize CVBs as “important” to the industry. The
characterization of CVBs as “very important” to the meetings industry is up amongst
corporate planners but down somewhat amongst other meeting planner segments. In
looking to the future, similar to 2017, meeting planners are fairly split as to whether CVBs
are becoming more important to the industry or their relative importance will remain the
same (45.0%). Less than 5 percent feel that CVBs are becoming less important to the
industry.
Page 13
Executive Summary – The Health of the CVB-Meeting Planner Relationship
CVBs are still seen as providers of a high level of customer service for meeting planners. In total, 41.3 percent of meeting planners “strongly agreed” with the statement,
“From a service standpoint, CVBs are typically willing to go above and beyond in order to ensure a meeting/event’s success” (another 34.9% “agreed”). Meeting planners gave
the CVB industry overall its highest ratings for “exhibiting ethical behavior” (74.5%), “treating me as an important customer” (69.6%), “providing a superior, high level of
service” (64.2%), “coming up with thoughtful solutions to issues” (64.2%), and “giving me a point person in the organization whose experience fits my needs” (63.0%). In
addition, three quarters of meeting planners agreed that “CVBs generally meet my expectations in terms of timely response to my queries” and “CVBs generally meet my
expectations in terms of overall responsiveness.”
CVBs continue to encompass the most commonly used resources regularly accessed by
meeting planners for destination research. 77.5 percent of meeting planners surveyed selected
one or more CVB resources as ones which they typically access for information on meetings
destinations. In fact, CVB staff, CVB-hosted events and CVB websites are the third, fourth and
fifth most commonly used resources after meeting planners’ own experience and the
recommendations of their colleagues and other meeting planners, and ahead of general Internet
searching. For third-party planners, CVENT is amongst the top resources used for destination
research. Corporate planners are the likeliest meeting planners to rely on Internet searches—a
potential way for CVBs to reach them.
Page 14
Executive Summary – The Health of the CVB-Meeting Planner Relationship
Destination expertise is the top association meeting planners have with CVBs. When asked in an open-ended format the value, benefits and services offered
to meeting planners by Convention & Visitors Bureaus that first come to mind, over half (54.5%) stated something related to destination expertise. In addition,
48.4 percent of meeting planners “strongly agree” that “the CVB/DMO is the most expert resource on their destination” (another percent 34.5 percent
“agree”). Amongst the more specific services immediately associated with CVBs, organizing site visits (18.5%), providing incentive packages/financial
assistance (17.2%), offering marketing/attendance building assets (15.7%) and supplying hotel/site selection assistance (15.6%) were top.
The CVB services meeting planners most value correlate to their current perceptions of CVBs, their primary success metrics around high attendee
satisfaction and great overall meeting experience, and their financial challenges. When asked which were the most important services CVBs provide, the
three garnering the most agreement amongst meeting planners were “personalized hotel selection assistance” (41.4%), “incentive packages to hold your
meeting in their destination” (41.3%) and “destination experts on staff to provide planners assistance (36.9%).” In fact, the financial benefit of CVBs is strong
for some meeting planners: 31.6 percent agree that “the incentives offered by the local CVB such as credits and hosted receptions are “deal breakers”—I would
choose another destination if there was no or a dissatisfactory incentive.” Likely due to their current relationship and usage patterns with CVBs, they are less
likely to value CVBs for services that CVBs are typically capable of, such as “acting as on the ground reps of my meeting” (20.7%) and “assistance in working
with local government (22.3%).”
Page 15
Executive Summary – The Health of the CVB-Meeting Planner Relationship
CVBs have an opportunity to educate and clarify their potential role and services to meeting planners who already have experience in their
destination and/or who are hosting self-contained meetings. This study has found that if meeting planners have previous experience with a
destination, their likelihood to value the CVB and to use their services—although up somewhat from 2017—still dramatically decreases. When
asked about the CVB resources and services they would use if planning a self-contained meeting, about half of the most likely named were
simpler rather than more strategic: printed destination guidebooks (50.9%), local events calendar (48.1%), digital marketing materials (44.6%),
welcome signage (42.0%). The more strategic CVB services that meeting planners say they will most likely use include personalized hotel
selection assistance (43.4%) and an incentive package (42.6%).
Along this vein, CVBs can capitalize on the opportunity to adopt more of an account manager mentality versus a traditional sales
role/distinctly split sales and services structure. A sentiment that was expressed by several meeting planners in the 2017 edition of this study
was a feeling that CVBs were “done with them” after their destination was chosen for the meeting. In exploring this more fully in this year’s
study, nearly two-thirds of meeting planners stated that if CVBs “act as a partner more than sell—be an account manager rather than just sales”
this would positively impact their likelihood of using CVBs more in the future. Fully four in ten meeting planners expressed that “guaranteeing a
meeting with me to really understand my meeting and/or business” would increase their usage of CVBs. Areas on which meeting planners did
NOT score the CVB industry particularly highly on include “acting as a true partner, not just sales people” and “continuing to be engaged in my
business after my meeting/event.”
Page 16
Executive Summary – The Health of the CVB-Meeting Planner Relationship
CVBs can potentially improve their perception amongst meeting planners by
communicating or furthering their influence over key groups, such as—on
an industry level, national hotel sales offices—and—on a local level, hotel
sales and marketing staff and government officials.
When asked to rate CVBs influence over local groups potentially critical to the
meeting planning process, about half rated CVBs’ influence over their own
members highly, while 44.6 percent rated their influence over hotel sales and
marketing staff similarly. Only about a third highly rated CVBs’ influence over
group room rates at hotels and the destination’s local government officials.
However, 77.1 percent of meeting planners agreed that “if national hotel
sales offices worked closely with the local CVB, meeting planners would
benefit.” Over two-thirds agreed that “CVBs could help meeting planners by
being ready to play an active role in negotiating or determining revenue
structures.” Interestingly, four in ten meeting planners said that CVBs
providing economic impact estimates of their meetings would increase their
likelihood of using CVBs more in the future.
Page 17
Executive Summary – The Health of the CVB-Meeting Planner Relationship
Communication Expectation Alignment
Meeting planners report wanting to hear from CVB sales teams at multiple points in the destination selection process (including after the destination is selected), but most
commonly in the destination research phase.
Meeting planners show the strongest preference for email communication from CVB sales teams (67.1% say they generally prefer to be solicited by CVBs via email). Fully
four in ten meeting planners say they like to be solicited by CVB sales teams at industry tradeshows. Relatively few want calls or mail.
One quarter of meeting planners feel they generally desire faster service than CVBs are currently providing. 41.2 percent of meeting planners expect their call to a CVB to be
returned the same day, 40.0 percent expect their questions to be answered same day. About half of meeting planners expect the CVB to distribute their RFP within two days
and 44.7 percent expect a response to their RFP within two days.
There is some demand for a set standardized sales and services processes that meeting planners can expect from CVBs. In total, 38.8 percent of meeting planners said a CVB-
industry wide set of standard services processes would have a positive impact on their use of CVBs while 34.7 percent said an CVB-industry wide set of standard sales
processes would increase their use of CVBs. There is also opportunity for the CVB industry to improve their perception of transparency in communications and
recommendations (only 56.7% of meeting planners rated the industry highly for this).
Page 18
About This Report
• The aggregate total is shown in the chart on the left
• On the right, a data table shows the findings broken out by meeting planner type:
1. Corporation
2. Third-Party
3. Association
4. Self-Contained
5. Citywide
In the remainder of this report, data from the survey findings is presented as follows:
This section of the report summarizes the key professional characteristics of the meeting planners in this study
Page 20
Decision-Making Responsibility
Which best describes you? (Select one) Base: 831 Completed Surveys
1.0%
5.9%
7.6%
9.3%
25.6%
50.7%
0% 20% 40% 60%
I am not regularly involved in the planning ofmeetings and/or events
I work for an association managementcompany
Others in my organization are meetingplanners, but I am involved in the planning
decisions
I am a volunteer planner for myorganization/group
I am a third-party meeting and eventsplanner
I plan meetings exclusively for the businessentity by which I am employed SELF
CONTAINEDCITYWIDE
I plan meetings exclusively for the business entity by which I am employed
56.6% 47.4%
I am a third-party meeting and events planner 19.3% 27.5%
I am a volunteer planner for my organization/group 8.3% 12.4%
Others in my organization are meeting planners, but I am involved in the planning decisions
7.8% 7.5%
I work for an association management company 6.7% 4.9%
I am not regularly involved in the planning of meetings and/or events
1.3% 0.3%
Page 21
Role in Destination Selection
Which best describes your role in selecting the destination for the meetings planned by you and/or your organization? Base: 831 Completed Surveys
6.6%
14.9%
29.1%
41.5%
7.8%
0% 20% 40% 60%
I have no part in the destination decision
I share the destination decision makingresponsibility with others in my organizationor company as well as with our clients/board
of directors.
I share the destination decision makingresponsibility with my clients/board of
directors
I share the destination decision makingresponsibility with others in my organization
or company
I am the sole decision maker on thedestinations we select CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
I am the sole decision maker on the destinations we select
12.4% 2.8% 2.0% 4.8% 12.1%
I share the destination decision making responsibility with others in
my organization or company55.3% 10.8% 24.5% 44.5% 40.5%
I share the destination decision making responsibility with my
clients/board of directors15.2% 58.7% 44.9% 27.6% 26.5%
I share the destination decision making responsibility with others in
my organization or company as well as with our clients/board of directors
12.6% 15.5% 24.5% 14.7% 17.0%
I have no part in the destination decision
4.5% 12.2% 4.1% 8.3% 3.9%
Page 22
Types of Business/Groups
Which types of groups do you most typically plan meetings for? Base: 831 Completed Surveys
1.7%
1.3%
2.9%
5.1%
5.8%
6.7%
7.2%
8.3%
8.8%
13.5%
19.9%
20.0%
26.8%
42.0%
42.4%
0% 20% 40% 60%
NONE OF THE ABOVE
Military reunions
Fraternal organizations
Ethnic/Multicultural groups
Family reunions
School groups
Hobby—Social organizations
Religious organizations
Sports groups or sporting organizations
Government
International Association
Non-profit—Charity
State or Local Association
National or Regional Association
Corporate—Private sector businesses SELF CONT. CITYWIDE
Corporate—Private sector businesses 39.1% 40.8%
National or Regional Association 39.1% 44.1%
State or Local Association 20.9% 33.7%
Non-profit—Charity 17.7% 20.3%
International Association 16.4% 24.5%
Government 12.1% 12.7%
Sports groups or sporting organizations 5.9% 9.8%
Religious organizations 8.0% 7.5%
Hobby—Social organizations 5.4% 7.2%
School groups 6.2% 5.2%
Family reunions 5.4% 5.2%
Ethnic/Multicultural groups or associations 4.8% 4.9%
Fraternal organizations 1.6% 3.6%
Military reunions 0.8% 1.6%
NONE OF THE ABOVE 2.1% 1.3%
Page 23
Types of Meetings
Which best describes the types of meetings/events you most typically plan? (Select all that apply) Base: 831 Completed Surveys
4.4%
3.1%
5.6%
7.6%
9.0%
18.6%
19.1%
19.3%
21.4%
27.4%
39.1%
46.9%
50.4%
67.4%
77.6%
0% 20% 40% 60% 80% 100%
Other
School trips
Consumer shows
Reunion events
Product reveals
Team-building
Special events (i.e. festivals)
Incentive trips
Trade shows with exhibits
Networking/corporate social events
Board/other organizational retreats
Seminars or educational meetings
Conventions w/ exhibits, general sessions, meetings
Business meetings/board meetings
Annual meetings CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Annual meetings 79.8% 84.5% 91.8% 73.2% 86.6%
Business meetings/board meetings 69.8% 78.4% 75.5% 64.3% 67.3%
Conventions with exhibits, general sessions and/or meetings 48.2% 61.5% 49.0% 40.2% 58.8%
Seminars or educational meetings 46.8% 50.2% 34.7% 45.8% 40.2%
Board/other organizational retreats 37.3% 54.9% 38.8% 36.5% 42.2%
Networking/corporate social events (i.e. mixers, or other social-business
functions)24.7% 32.9% 16.3% 22.0% 21.9%
Trade shows with exhibits 20.9% 31.5% 12.2% 16.1% 24.2%
Incentive trips 13.3% 46.9% 0.0% 14.7% 22.5%
Special events (i.e. festivals) 15.7% 20.7% 10.2% 14.2% 15.4%
Team-building 18.8% 25.8% 8.2% 18.2% 17.6%
Product reveals 5.7% 23.9% 4.1% 4.0% 15.0%
Reunion events 3.6% 14.1% 0.0% 6.7% 4.9%
Consumer shows 5.5% 11.7% 6.1% 3.2% 9.8%
School trips 0.5% 6.6% 2.0% 2.7% 2.3%
Other 4.3% 2.3% 0.0% 3.5% 4.2%
Page 24
Industries of Experience
Which of the following industries do you have experience planning meetings or events for? (Select all that apply) Base: 831 Completed Surveys
8.4%
9.3%
12.3%
14.4%
14.7%
15.5%
15.5%
20.5%
24.5%
24.9%
28.2%
44.0%
0% 20% 40% 60%
Agriculture
Telecommunications
Advertising/Marketing
Pharmaceutical
Food & Beverage
Manufacturing
Insurance
Science/Engineering
Financial
Software/Technology
Medical
Education CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Education 35.4% 61.5% 38.8% 37.5% 47.1%
Medical 22.1% 43.7% 51.0% 24.1% 30.1%
Software/Technology 17.3% 52.1% 6.1% 18.5% 29.1%
Financial 17.1% 50.7% 22.4% 19.0% 28.1%
Science/Engineering 15.2% 30.5% 30.6% 15.5% 20.6%
Insurance 9.3% 36.2% 8.2% 12.6% 17.6%
Manufacturing 11.4% 28.2% 12.2% 12.1% 17.0%
Food & Beverage 10.9% 26.8% 16.3% 10.5% 18.6%
Pharmaceutical 10.7% 28.6% 14.3% 11.8% 15.0%
Advertising/Marketing 10.5% 21.6% 6.1% 10.2% 13.7%
Telecommunications 5.9% 17.4% 4.1% 5.6% 12.7%
Agriculture 5.9% 16.0% 6.1% 4.3% 12.7%
Page 25
Typical Meetings Sizes
How large are the meetings you typically plan (in peak room nights?) Base: 831 Completed Surveys
59.7%
46.8%
37.8%
20.7%
8.9%5.7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
1-100 PeakRoom Nights
101-250Peak Room
Nights
251-500Peak Room
Nights
510-1000Peak Room
Nights
1001-2000Peak Room
Nights
More than2000 Peak
Room Nights
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
1-100 Peak Room Nights 57.7% 64.8% 51.0% 65.4% 49.0%
101-250 Peak Room Nights 42.3% 67.6% 51.0% 42.9% 46.1%
251-500 Peak Room Nights 34.2% 55.4% 36.7% 31.1% 43.1%
510-1000 Peak Room Nights 18.5% 30.5% 26.5% 15.3% 27.1%
1001-2000 Peak Room Nights 7.6% 13.6% 8.2% 3.8% 16.7%
More than 2000 Peak Room Nights
5.2% 8.0% 4.1% 1.9% 12.1%
Page 26
Frequency of Planning City-Wide Conventions
44.9%
18.3%
9.1%
27.7%
0% 20% 40% 60%
I only plan self-contained meetings
I infrequently or rarely plan citywideconventions/events
I plan at least one citywideconvention/event every 2-3 years
I plan at least one citywideconvention/event per year
Which best describes how frequently you plan city-wide conventions and/or events? Base: 831 Completed Surveys
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
I plan at least one citywide convention/event per year
27.6% 26.8% 18.4% 0.0% 75.2%
I plan at least one citywide convention/event every 2-3
years6.9% 12.7% 12.2% 0.0% 24.8%
I infrequently or rarely plan citywide conventions/events
15.4% 26.8% 18.4% 0.0% 0.0%
I only plan self-contained meetings
50.1% 33.8% 51.0% 100.0% 0.0%
Page 27
This section of the report examines the metrics meeting planners use to evaluate their success, and relatedly, how destination decisions are made
Page 28
Meeting Success Metrics—Overall
Please think about how you most typically evaluate the success of the meetings or events you plan. Which of the following do you generally consider MOST IMPORTANT in measuring the success of a meeting or event? Please rank your top five. Base: 831 Completed Surveys
5.7%
8.8%
9.7%
14.3%
23.6%
20.6%
8.7%
11.8%
11.1%
9.4%
10.5%
19.5%
0% 10% 20% 30% 40% 50%
Other
Media/trade/press coverage on event
Social media engagement and mentions
Sponsor/exhibitor satisfaction
Sold out room block
Dollar amount as a result from sponsorships/exhibitors
Number of sponsorships/exhibitors
Dollar amount as a result from attendee registrations
Cost savings negotiated
Profit margin
Staying within budget
Achieving meeting goals
The overall experience of the meeting
Client satisfaction
Number of attendee registrations
Attendee satisfaction
Ranked #1 Ranked #2
(4.3%, 3.9%)
(3.4%, 3.7%)
(3.1%, 3.5%)
(1.4%, 4.5%)
(2.3%, 3.5%)
(1.2%, 3.5%)
(1.1%, 2.0%)
(0.1%, 0.6%)
(0.1%, 0.4%)
(0.2%, 0.2%)
TOP TWO BOX SCORE CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Attendee satisfaction 44.7% 29.1% 26.5% 44.0% 38.2%
Number of attendee registrations 35.6% 15.5% 42.9% 32.4% 35.3%
Client satisfaction 13.5% 57.3% 8.2% 21.7% 21.6%
The overall experience of the meeting 21.6% 18.3% 18.4% 22.8% 20.6%
Achieving meeting goals 21.4% 21.1% 20.4% 22.3% 17.3%
Staying within budget 17.8% 13.1% 12.2% 16.4% 12.4%
Profit margin 8.3% 7.5% 22.4% 6.7% 9.8%
Cost savings negotiated 6.2% 9.4% 6.1% 7.0% 6.5%
Dollar amount as a result from attendee registrations
7.4% 4.7% 4.1% 5.6% 8.2%
Number of sponsorships/exhibitors 4.8% 4.7% 10.2% 4.3% 8.2%
Dollar amount as a result from sponsorships/exhibitors
7.4% 3.8% 10.2% 4.8% 7.5%
Sold out room block 3.6% 7.5% 8.2% 3.2% 6.5%
Sponsor/exhibitor satisfaction 2.9% 3.3% 6.1% 1.3% 4.2%
Social media engagement and mentions 0.7% 0.9% 0.0% 1.1% 0.3%
Media/trade/press coverage on event 0.2% 0.5% 2.0% 0.3% 1.0%
Other 0.7% 0.5% 0.0% 0.5% 0.7%
Page 29
Meeting Success Metrics: Top 5 By Planner Type
Please think about how you most typically evaluate the success of the meetings or events you plan. Which of the following do you generally consider MOST IMPORTANT in measuring the success of a meeting or event? RANK THE TOP FIVE? Base: 831 Completed Surveys
Corporate Planners Third-Party Planners Association Planners SMERF Planners
Attendee satisfaction (44.7%)
Attendee registrations (#) (35.6%)
Overall meeting experience (21.6%)
Achieving meeting goals (21.4%)
Staying within budget (17.8%)
1
2
3
4
5
Client satisfaction (57.3%)
Attendee satisfaction (29.1%)
Achieving meeting goals (21.1%)
Overall meeting experience (18.3%)
Attendee registrations (#) (15.5%)
1
2
3
4
5
Attendee registrations (#) (42.9%)
Attendee satisfaction (26.5%)
Profit margin (22.4%)
Achieving meeting goals (20.4%)
Overall meeting experience (18.4%)
1
2
3
4
5
Attendee satisfaction (41.0%)
Attendee registrations (#) (39.8%)
Client satisfaction (21.9%)
Overall meeting experience (20.2%)
Achieving meeting goals (17.3%)
1
2
3
4
5
Page 30
Importance of Destination Attributes—Overall
In general, how important are each of the following in determining the destination in which you hold your meetings? Base: 831 Completed Surveys
10.8%23.7%
37.2%37.7%
41.3%45.4%
48.7%51.5%
60.4%62.5%
66.5%68.8%
71.9%78.9%
82.2%82.6%84.5%
90.6%90.7%90.8%91.4%92.3%
0% 20% 40% 60% 80% 100%
Sports venues/sporting event facilities
Contains a convention center
Ease of working with unions
Popularity of destination with exhibitors
Service provided by CVB/DMO
Street scene/vibe
Relaxing ambiance
Incentives
Availability of 4 and/or 5 star hotels
Weather
Airport facilities and lift
Walkability
Client preference
Destination amenities
Popularity of destination with attendees
Good past experience with destination
Safety
Overall cost of holding meeting in destination
Hotels – rates
Hotels – quality
Meeting facilities
Geographic locationTOP TWO BOX SCORE CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Geographic location 91.5% 92.9% 93.5% 94.0% 90.9%
Meeting facilities 91.5% 94.3% 89.1% 89.4% 91.9%
Hotels – quality 90.8% 93.4% 91.3% 89.4% 90.9%
Hotels – rates 92.3% 91.9% 91.3% 90.8% 93.0%
Overall cost of holding meeting in destination 90.6% 91.5% 93.5% 87.8% 93.0%
Safety 84.1% 85.8% 87.0% 84.0% 85.6%
Good past experience with destination 80.4% 87.2% 76.1% 81.3% 81.9%
Popularity of destination with attendees 81.2% 83.4% 84.8% 79.1% 84.2%
Destination amenities 79.2% 82.5% 76.1% 75.9% 82.9%
Client preference 64.5% 79.1% 65.2% 65.0% 67.1%
Walkability 64.0% 94.8% 76.1% 68.8% 72.1%
Airport facilities and lift 69.3% 70.6% 71.7% 61.8% 74.5%
Weather 62.8% 62.1% 58.7% 60.2% 64.4%
Availability of 4 and/or 5 star hotels 59.7% 71.1% 50.0% 59.3% 61.4%
Incentives 48.3% 57.3% 54.3% 42.3% 58.4%
Relaxing ambiance 44.2% 48.3% 60.9% 41.5% 49.7%
Street scene/vibe 36.7% 50.2% 37.0% 34.7% 52.0%
Service provided by CVB/DMO 49.3% 44.5% 45.7% 44.7% 52.7%
Popularity of destination with exhibitors 36.2% 51.7% 39.1% 29.0% 43.3%
Ease of working with unions 37.4% 38.4% 37.0% 28.5% 45.6%
Contains a convention center 25.6% 22.3% 21.7% 12.7% 40.6%
Sports venues/sporting event facilities 8.7% 14.7% 2.2% 6.0% 17.4%
Page 31
Importance of Destination Attributes: Top 5 by Planner Type
In general, how important are each of the following in determining the destination in which you hold your meetings? Base: 831 Completed Surveys
Corporate Planners Third-Party Planners Association Planners SMERF Planners
Meetings facilities (92.3%)
Geographic location (91.5%)
Hotels – quality (91.5%)
Hotels – rates (90.8%)
Overall cost (90.6%)
1
2
3
4
5
Client preference (94.8%)
Hotels – quality (94.3%)
Hotels – rates (93.4%)
Geographic location (92.9%)
Meetings facilities (91.9%)
1
2
3
4
5
Geographic location (93.5%)
Overall cost (93.5%)
Meetings facilities (91.3%)
Hotels – rates (91.3%)
Hotels – quality (89.1%)
1
2
3
4
5
Geographic location (93.2%)
Meetings facilities (92.0%)
Overall cost (92.0%)
Hotels – rates (91.2%)
Hotels – quality (90.8%)
1
2
3
4
5
This section of the report examines meeting planners’ current challenges in executing a successful meeting
Page 33
Top Meeting Planner Challenges
Now please think about the top challenges you commonly face in planning and executing a successful meeting. Please rank your top five challenges. Base: 831 Completed Surveys
TOP 2 BOX SCORE CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Staying within budget 39.9% 40.4% 34.7% 40.2% 39.8%
Negotiating cost savings 32.3% 36.6% 32.7% 35.9% 33.7%
Identifying a centrally located destination
21.1% 21.6% 16.3% 26.3% 16.7%
Attendee satisfaction 19.5% 16.0% 28.6% 20.4% 22.9%
Attrition 20.4% 21.6% 12.3% 17.1% 17.9%
Profit 15.2% 9% 18.4% 10.7% 14.7%
Client satisfaction 8.1% 22.6% 10.2% 11.0% 11.7%
Accomplishing meeting goals 14.0% 7.0% 12.3% 13.2% 12.8%
Sponsor/exhibitor satisfaction
12.6% 7.1% 24.5% 6.2% 16.3%
Airlift 6.7% 10.4% 2.0% 7.0% 5.9%
Other 4.5% 3.3% 2.0% 4.0% 5.2%
4.5%
5.8%
6.4%
7.2%
8.4%
10.5%
11.9%
18.5%
20.9%
6.4%
5.9%
5.3%
5.9%
9.9%
10.2%
10.3%
16.1%
19.3%
0% 20% 40% 60%
Other
Airlift
Sponsor/exhibitor satisfaction
Accomplishing meeting goals
Client satisfaction
Profit
Attrition
Attendee satisfaction
Identifying a centrally located destination
Negotiating cost savings
Staying within budget
Ranked #1 Ranked #2
(2.5%, 4.3%)
(3.4%, 0.8%)
Page 34
Reasons for Passing on a Considered Destination—Overall
Please think about the destinations you seriously considered but did not select for meetings that you planned in the past 2 years. Which of the following were reasons that a destination you considered was not selected for a meeting? Base: 831 Completed Surveys
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Expensive hotel rates 54.4% 60.1% 61.2% 52.8% 56.5%
Overall cost of holding meeting in destination 51.3% 49.8% 61.2% 53.4% 48.7%
Availability of meeting facilities 41.1% 42.3% 42.9% 42.9% 42.5%
Distance/geographic location 37.1% 36.2% 46.9% 38.3% 37.3%
Client preference 22.3% 59.6% 30.6% 29.5% 30.1%
Limited airport facilities and lift 29.2% 41.8% 34.7% 31.1% 30.1%
Low popularity of destination with attendees 28.7% 29.6% 20.4% 28.4% 33.3%
Quality of meeting facilities 24.2% 32.9% 34.7% 26.0% 33.0%
Quality of hotels 21.6% 34.3% 18.4% 22.8% 25.8%
Limited walkability in the destination 19.0% 26.3% 26.5% 20.1% 20.3%
Limited destination amenities 18.8% 23.9% 12.2% 18.8% 21.2%
Destination brand perception issues 15.7% 29.1% 8.2% 16.1% 19.3%
Poor past experience with destination 17.6% 22.1% 6.1% 13.7% 20.6%
Weather 15.7% 20.2% 14.3% 13.9% 17.6%
Safety 14.5% 19.7% 10.2% 13.9% 13.7%
Ambiance of the destination did not fit the meeting 14.5% 16.9% 8.2% 12.6% 14.4%
Challenges of working with unions 10.2% 18.8% 6.1% 8.6% 12.1%
Limited availability of 4 and/or 5 star hotels 8.8% 18.3% 14.3% 11.0% 11.8%
The destination’s CVB did not offer incentives 5.9% 11.7% 6.1% 4.6% 13.4%
Low popularity of destination with exhibitors 8.3% 11.7% 0.0% 4.0% 12.1%
Street scene/vibe 7.6% 8.9% 6.1% 5.1% 9.5%
Lack of a convention center 7.4% 5.2% 4.1% 2.7% 11.1%
Limited services provided by CVB 5.2% 5.2% 2.0% 2.1% 9.5%
NONE OF THE ABOVE 3.6% 2.8% 4.1% 3.5% 2.6%
3.5%
5.8%
6.5%
7.2%
8.2%
8.2%
11.2%
11.2%
14.1%
15.3%
16.2%
17.4%
18.4%
20.0%
20.6%
24.2%
28.8%
29.2%
31.4%
31.5%
38.4%
41.2%
52.2%
55.1%
0% 20% 40% 60%
NONE OF THE ABOVE
Limited services provided by CVB
Lack of a convention center
Street scene/vibe
Low popularity of destination with exhibitors
The destination’s CVB did not offer incentives
Limited availability of 4 and/or 5 star hotels
Challenges of working with unions
Ambiance of the destination did not fit the meeting
Safety
Weather
Poor past experience with destination
Destination brand perception issues
Limited destination amenities
Limited walkability in the destination
Quality of hotels
Quality of meeting facilities
Low popularity of destination with attendees
Limited airport facilities and lift
Client preference
Distance/geographic location
Availability of meeting facilities
Overall cost of holding meeting in destination
Expensive hotel rates
Page 35
Top 5 Reasons for Passing on a Considered Destination (by Planner)
Please think about the destinations you seriously considered but did not select for meetings that you planned in the past 2 years. Which of the following were reasons that a destination you considered was not selected for a meeting? Base: 831 Completed Surveys
Corporate Planners Third-Party Planners
Expensive hotel rates (54.4%)
Overall cost in destination (51.3%)
Availability of meetings facilities (41.1%)
Distance / geographic location (37.1%)
Limited airport facilities and lift (29.2%)
1
2
3
4
5
Expensive hotel rates (60.1%)
Client preference (59.6%)
Overall cost in destination (49.8%)
Availability of meetings facilities (42.3%)
Limited airport facilities and lift (41.8%)
1
2
3
4
5
Association Planners
Expensive hotel rates (61.2%)
Overall cost in destination (61.2%)
Distance / geographic location (46.9%)
Availability of meetings facilities (42.9%)
Limited airport facilities and lift (34.7%)
1
2
3
4
5
SMERF Planners
Expensive hotel rates (59.6%)
Overall cost in destination (57.3%)
Availability of meetings facilities (41.0%)
Distance / geographic location (39.8%)
Low popularity with attendees (34.4%)
1
2
3
4
5
Please think about the destinations you seriously considered but did not select for meetings that you planned in the past 2 years. Which of the following were reasons that a destination you considered was not selected for a meeting? Base: 831 Completed Surveys
Association Planners SMERF Planners
Expensive hotel rates (61.2%)
Overall cost (61.2%)
Distance / geographic location (46.9%)
Availability of meetings facilities (42.9%)
Limited airport facilities and lift (34.7%)
1
2
3
4
5
Expensive hotel rates (59.6%)
Overall cost (57.3%)
Availability of meetings facilities (41.0%)
Distance / geographic location (39.8%)
Low popularity with attendees (34.4%)
1
2
3
4
5
Reasons for Passing on a Considered Destination
This section of the report examines how meeting planners’ feel about the future of the meetings industry and the potential changes ahead—both positive and negative
Page 37
21.3%14.1%
4.1%
-29.2% -35.5% -35.0%
57.6%
50.4%
37.3%
-2.3%
-6.4% -9.3%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
Thinking about the future of the meetings industry, in the next 3 years, how do you expect the following factors related to the meetings industry to change (if at all)? Base: 831 Completed Surveys
Expected Changes in Meetings Industry (Next 3 Years)
Page 38
Thinking about the future of the meetings industry, in the next 3 years, how do you expect the following factors related to the meetings industry to change (if at all)? Base: 831 Completed Surveys
Expected Changes in Meetings Industry (continued)
Expected to improve "a lot"
or "somewhat"
Total Answering
CORP.3RD
PARTYASSOC.
SELF CONT.
CITY-WIDE
Technology developed for meeting planners
85.2% 85.9% 86.9% 78.6% 84.5% 83.4%
The use of data in decision making for meetings
69.6% 68.2% 71.4% 66.7% 66.9% 70.5%
Development of convention centers 44.7% 46.7% 47.7% 31.0% 38.7% 51.3%
The ability to calculate/demonstrate the economic impact of meetings on
the city they are held in41.6% 39.7% 46.2% 35.7% 36.7% 47.2%
Attendance figures at meetings 38.4% 37.4% 47.7% 26.2% 33.9% 46.1%
The professional perception of meeting planners
36.2% 38.5% 35.7% 31.0% 32.5% 39.9%
The number/volume of meetings held
32.5% 31.5% 37.7% 38.1% 29.9% 35.4%
Airlift/air service/availability of direct flights
31.4% 32.3% 38.2% 28.6% 28.0% 33.9%
Expected to get "somewhat"
or "much" worse
Total Answering
CORP.3RD
PARTYASSOC.
SELF CONT.
CITY-WIDE
The impact of hotel brand consolidation/mergers
44.3% 36.6% 69.9% 44.9% 44.5% 40.9%
Meeting planners’ ability to negotiate with hotels
41.9% 40.0% 55.9% 38.8% 45.6% 35.3%
Client/meetings budget 31.5% 34.2% 23.5% 34.7% 33.8% 27.5%
Attendee pickup of the room block 22.7% 22.4% 22.5% 28.5% 23.0% 19.3%
The impact of the shared economy/Airbnb on lodging inventory for meetings
22.0% 20.0% 24.4% 38.8% 22.5% 18.7%
Attendance figures at meetings 17.8% 16.4% 13.6% 20.4% 16.3% 17.6%
Airlift/air service/availability of direct flights
17.3% 16.4% 16.9% 12.2% 19.3% 15.7%
The number/volume of meetings held 14.2% 15.2% 10.3% 16.3% 13.4% 12.4%
Page 39
Meeting Planners will Increase their Reliance on
Automated or Digitized Services
Please state your general level of agreement with each of the following statement: Meeting planners will increase their reliance on services that automate or digitize the services they need. Base: 831 Completed Surveys
Strongly Agree, 18.7%
Agree, 41.0%
Neutral, 29.7%
Disagree, 4.3%
Strongly Disagree, 0.7%
Don't know/Not applicable, 5.5%
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Strongly Agree 20.4% 19.2% 6.1% 18.0% 19.3%
Agree 41.6% 36.2% 59.2% 38.3% 39.5%
Neutral 26.6% 34.7% 26.5% 30.8% 32.7%
Disagree 4.0% 5.2% 2.0% 5.1% 3.6%
Strongly Disagree 0.2% 2.3% 0.0% 0.8% 0.3%
Don't know/Not applicable
7.1% 2.3% 6.1% 7.0% 4.6%
Page 40
In their Words: About the Future…
“I think technology is going to lead to more virtual meetings then we’ve seen in the past.”
“In the past, you used to be able to simply hold a meeting. People were there for that-- strictly business.
But now, people want to receive more than just a business education. They want well-being, and all
kinds of different touch points.”
“Honestly, I think that coworking spaces are the next wave of meeting hosting. People like more of those
cool ‘live-work-play’ kind of areas.”
“We have a large portion of membership that is older and less tech-savvy, and then we have these newer people coming in, and it’s hard to figure out how to
serve both.”
“The new generation is different from previous generations. Things like Wi-Fi in the meeting rooms
(and throughout the entire conference) are becoming critical. People want to be on all the time, and with
multiple devices.”
“Frankly, I am a little concerned about the hotel chain mergers. I don’t see them as a positive change for our
industry because service levels have been going downhill quickly. I see some rough waters ahead for the meeting
planning industry.”
This section of the report examines the current state of the shared economy in the meetings industry and its likely impact in the future
Page 42
Use of Airbnb
Have you used and/or worked with Airbnb to fill your housing needs for any meetings or events? Base: 831 Completed Surveys
Yes—I worked directly with AirBnB on housing
solutions/options, 1.1%
Yes—I used or promoted AirBnB as a housing option to
attendees but did not work directly with the company to
do so, 3.6%
No—I considered it
but didn’t pursue, 16.0%
No—I have not used AirBnB for housing for my meetings
nor considered it, 79.3%
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Yes—I worked directly with AirBnB on housing solutions/options
1.2% 0.5% 0.0% 0.8% 1.3%
Yes—I used or promoted AirBnB as a housing option to attendees but did not work directly with the company
to do so
2.9% 5.2% 2.0% 1.3% 6.5%
No—I considered it but didn’t pursue 15.9% 21.1% 18.4% 10.5% 22.2%
No—I have not used AirBnB for housing for my meetings nor
considered it80.0% 73.2% 79.6% 87.4% 69.9%
Page 43
Likelihood of Using Airbnb as a Housing Solution (Next 2 Years)
How likely are you to use or work with Airbnb for housing solutions for the meetings and events you plan in the next 2 years? Base: 831 Completed Surveys
16.6%
26.4%
18.1%
29.4%
6.0%
3.1%
0.5%
0% 20% 40% 60%
Definitely will not
Very Unlikely
Unlikely
Neutral—neither likely nor unlikely
Likely
Very likely
CertainCORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Certain 0.5% 0.0% 0.0% 0.8% 0.3%
Very likely 3.1% 3.8% 0.0% 1.3% 5.2%
Likely 5.2% 6.6% 10.2% 4.0% 7.8%
Neutral—neither likely nor unlikely
27.1% 37.6% 28.6% 23.3% 35.6%
Unlikely 15.9% 18.8% 10.2% 15.3% 19.9%
Very Unlikely 28.0% 20.2% 34.7% 32.4% 19.9%
Definitely will not 20.2% 13.1% 16.3% 22.8% 11.1%
Page 44
CVBs Should Have a Strong Partnership with AirBnB
Please state your general level of agreement with each of the following statement: CVBs/DMOs should have a partnership or strong relationship with AirBnB. Base: 831 Completed Surveys
Strongly Agree, 8.7%
Agree, 21.1%
Neutral, 42.7%
Disagree, 10.5%
Strongly Disagree, 4.0%
Don't know/Not applicable, 13.1%
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Strongly Agree 9.0% 12.2% 6.1% 7.5% 10.5%
Agree 21.9% 19.2% 32.7% 17.7% 24.8%
Neutral 42.3% 42.3% 36.7% 43.7% 40.2%
Disagree 9.5% 11.7% 10.2% 11.8% 10.5%
Strongly Disagree 3.6% 6.1% 2.0% 3.8% 3.9%
Don't know/Not applicable
13.8% 8.5% 12.2% 15.5% 10.1%
This section of the report examines the current state of the relationship between CVBs and meeting planners and explores ways
this partnership can be strengthened in the future
Page 46
Destination Research Practices
In general, which of the following resources do you regularly access when researching destinations in which to hold meetings or events? Base: 831 Completed Surveys
CORP.3RD
PARTYASSOC.
SELF CONT.
CITYWIDE
ANY CVB – DMO Resource 72.7% 86.4% 81.6% 72.9% 82.4%
My experience planning meetings in various cities 60.1% 65.3% 51.0% 58.2% 55.6%
Word of mouth (colleagues or other planners) 56.5% 52.1% 49.0% 51.7% 52.3%
Contact at the CVB/DMO 43.9% 54.9% 49.0% 47.7% 48.7%
CVB/DMO hosted event(s) (including FAM tours) 40.6% 55.4% 49.0% 37.5% 47.4%
CVB/DMO Website 39.0% 45.1% 46.9% 39.9% 42.5%
General Internet search 41.8% 39.9% 34.7% 40.5% 36.9%
Hotel corporate sales office 34.9% 32.4% 32.7% 30.0% 35.6%
Hotel local sales office 29.7% 22.1% 28.6% 27.6% 31.7%
CVENT 21.9% 55.9% 24.5% 26.8% 25.5%
Meeting Planner Guide published by DMO 26.1% 24.9% 16.3% 22.5% 24.8%
Trade magazines or other trade publications 20.0% 17.4% 14.3% 16.9% 16.3%
Third party independent planning companies 15.4% 19.2% 6.1% 13.1% 15.0%
Travel magazines and/or travel magazine websites 16.4% 16.4% 10.2% 14.5% 14.1%
Social media websites 13.3% 15.0% 10.2% 10.5% 17.6%
Trade websites (MPIWeb.org, etc.) 10.0% 11.7% 14.3% 7.2% 11.4%
Printed official visitor guides 10.2% 8.5% 8.2% 8.6% 10.1%
Other third party event management software 2.9% 13.1% 0.0% 3.8% 6.5%
EmpowerMINT 1.7% 2.8% 0.0% 1.9% 2.9%
STAR Service Online 0.7% 5.2% 0.0% 0.5% 3.3%
STARCITE 1.0% 3.8% 0.0% 0.8% 2.9%
NONE OF THESE 1.0% 0.0% 2.0% 1.6% 0.7%
1.1%
1.6%
1.8%
2.4%
5.4%
9.5%
9.7%
14.1%
14.7%
15.0%
16.5%
23.8%
28.5%
28.9%
32.1%
40.0%
41.2%
43.8%
48.5%
53.5%
59.8%
77.5%
0% 20% 40% 60% 80%
NONE OF THESE
STARCITE
STAR Service Online
EmpowerMINT
Other third party event management software
Printed official visitor guides
Trade websites (MPIWeb.org, etc.)
Social media websites (Facebook, LinkedIn, etc)
Travel magazines and/or travel magazine websites
Third party independent planning companies
Trade magazines or other trade publications
Meeting Planner Guide published by CVBs
CVENT
Hotel local sales office
Hotel corporate sales office
General Internet search
Website of the CVB/DMO
CVB/DMO hosted event(s) participated in (including FAM tours)
Contact at the CVB/DMO
Word of mouth - advice from colleagues or other planners
My experience planning meetings in various cities
ANY CVB - DMO Resource
Page 47
Destination Research Practices—Top 5 by Planner Type
In general, which of the following resources do you regularly access when researching destinations in which to hold meetings or events? Base: 831 Completed Surveys
Corporate Planners Third-Party Planners
ANY CVB/DMO Resource (72.7%)
My experience planning (60.1%)
Word of mouth (56.5%)
Contacts at the CVB/DMO (43.9%)
General internet search (41.8%)
1
2
3
4
5
ANY CVB/DMO Resource (86.4%)
My experience planning (65.3%)
CVENT (55.9%)
CVB/DMO hosted event(s) (55.4%)
Contacts at the CVB/DMO (54.9%)
1
2
3
4
5
Association Planners
ANY CVB/DMO Resource (81.6%)
My experience planning (51.0%)
CVB/DMO hosted event(s) (49.0%)
Contacts at the CVB/DMO (49.0%)
Word of mouth (49.0%)
1
2
3
4
5
SMERF Planners
ANY CVB/DMO Resource (83.7%)
My experience planning (60.4%)
Word of mouth (55.2%)
Contacts at the CVB/DMO (53.1%)
CVB/DMO hosted event(s) (47.7%)
1
2
3
4
5
Page 48
Familiarity with CVBs
How familiar are you with Convention & Visitors Bureaus (CVBs) and Destination Marketing Organizations (DMOs)? Base: 831 Completed Surveys
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Very Familiar 47.7% 70.8% 50% 49.7% 51.8%
Familiar 29.5% 17.9% 33.3% 26.8% 25.4%
Somewhat familiar 14.4% 7.5% 10.4% 14.9% 12.9%
Somewhat unfamiliar 3.8% 2.4% 6.3% 4.3% 5.0%
Unfamiliar 2.4% 1.4% 0.0% 2.4% 3.3%
Totally unfamiliar 2.2% 0.0% 0.0% 1.9% 1.7%1.6%
2.6%
4.3%
13.9%
25.5%
52.3%
0% 20% 40% 60%
Totally unfamiliar
Unfamiliar
Somewhat unfamiliar
Somewhat familiar
Familiar
Very Familiar
Page 49
16.7%
14.3%
16.7%
14.0%
8.1%
30.2%
0% 10% 20% 30% 40%
0
1
2
3
4
5 or more
CVBs Used (Past 12 Months)
How many different CVBs/DMOs have you contacted for any assistance planning your meetings or events in the PAST 12 MONTHS? Base: 831 Completed Surveys
Mean = 5.6
Mean Scores by Type
Third-party Planners
SMERF Planners
Association Planners
Corporate Planners
7.8
5.1
3.8
4.5
Page 50
CORP.3RD
PARTYASSOC.
SELFCONT.
CITYWIDE
Within the last two years 24.7% 33.3% 60.0% 18.2% 27.5%
2-3 years ago 17.3% 33.3% 20.0% 16.9% 27.5%
3-5 years ago 11.1% 8.3% 0.0% 13.0% 2.5%
More than 5 years ago 9.9% 0.0% 0.0% 14.3% 10.0%
Never 37.0% 25.0% 20.0% 37.7% 32.5%
Last Time They Used a CVB (Planners Not Using in Past Year)
Which best describes the most recent time you contacted a CVB/DMO for meetings-related assistance or information? Base: 139 responses.
34.5%
11.5%
9.4%
19.4%
25.2%
0% 20% 40% 60%
Never
More than 5 years ago
3-5 years ago
2-3 years ago
Within the last two years
Page 51
The CVB is the Destination Expert
Please state your general level of agreement with each of the following statement: The CVB/DMO is the most expert resource on their destination Base: 831 Completed Surveys
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Strongly Agree47.5% 54.9% 44.9% 48.8% 48.7%
Agree35.2% 34.3% 36.7% 32.4% 35.6%
Neutral10.0% 7.5% 16.3% 11.8% 10.8%
Disagree0.7% 0.5% 0.0% 0.3% 1.3%
Strongly Disagree1.4% 1.9% 0.0% 2.1% 1.0%
Don't know/Not applicable5.2% 0.9% 2.0% 4.6% 2.6%
Strongly Agree, 48.4%
Agree, 34.5%
Neutral, 11.3%
Disagree, 0.7%
Strongly Disagree, 1.4%
Don't know/Not applicable, 3.6%
Page 52
Importance of CVBs to Meetings Industry
In terms of their overall importance to the meetings industry, how important are DMOs/CVBs? Base: 831 Completed Surveys
CORP.3RD
PARTYASSOC.
SELF CONT.
CITYWIDE
Very important 53.4% 60.6% 67.3% 50.1% 59.8%
Somewhat Important 36.1% 33.3% 20.4% 39.9% 29.1%
Neither important nor unimportant
7.4% 3.8% 6.1% 5.9% 9.5%
Mostly unimportant 2.4% 1.4% 6.1% 2.9% 1.3%
Totally unimportant 0.7% 0.9% 0.0% 1.1% 0.3%
0.7%
2.2%
7.3%
35.4%
54.4%
0% 20% 40% 60%
Totally unimportant
Mostly unimportant
Neither important nor unimportant
Somewhat Important
Very important
Page 53
The Changing Importance of CVBs
In terms of their overall importance to the meetings industry, are DMOs/CVBs becoming more or less important? Base: 831 Completed Surveys
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Much more important 15.2% 18.8% 8.2% 12.9% 19.0%
More important 36.6% 31.5% 46.9% 33.0% 34.6%
Neither more nor less important
44.4% 44.1% 40.8% 49.3% 42.5%
Less important 3.3% 4.7% 4.1% 4.3% 3.6%
Much less important 0.5% 0.9% 0.0% 0.5% 0.3%0.5%
4.2%
45.0%
35.1%
15.2%
0% 20% 40% 60%
Much less important
Less important
Neither more nor lessimportant
More important
Much more important
50.3%
4.7%
Page 54
Please state your general level of agreement with each of the following statement: From a service standpoint, CVBs/DMOs are typically willing to go above and beyond in order to ensure a meeting/event’s success. Base: 831 Completed Surveys
CVBs are Willing to Go Above & Beyond to Ensure a
Meeting’s Success
CORP.3RD
PARTYASSOC.
SELF CONT.
CITYWIDE
Strongly Agree 42.5% 43.2% 34.7% 42.9% 42.5%
Agree 34.2% 33.3% 44.9% 31.4% 37.9%
Neutral 13.8% 18.8% 14.3% 16.4% 14.1%
Disagree 1.2% 2.3% 2.0% 1.3% 1.0%
Strongly Disagree 1.0% 1.4% 0.0% 1.3% 1.0%
Don't know/Not applicable
7.4% 0.9% 4.1% 6.7% 3.6%
Strongly Agree, 41.3%
Agree, 34.9%
Neutral, 15.9%
Disagree, 1.7%
Strongly Disagree,
1.2%
Don't know/Not applicable, 5.1%
Page 55
Opinions on CVB Service
Please state your general level of agreement to each of the following statements. Base: 831 Completed Surveys
TOP TWO BOX SCORE (“Strongly agree” or “Agree”)
CORP. 3RD PARTY ASSOC.SELF
CONT.CITYWIDE
DMOs/CVBs generally meet my expectations in terms of timely
responding to my queries79.3% 76.1% 77.6% 75.1% 78.8%
DMOs/CVBs generally meet my expectations in terms of overall
responsiveness78.9% 74.2% 75.5% 75.6% 77.8%
I generally desire faster service than DMOs/CVBs provide
23.5% 33.8% 26.5% 18.2% 33.7%
7.7%
28.5%
27.7%
18.5%
47.1%
48.5%
0% 20% 40% 60% 80%
I generally desire faster service thanDMOs/CVBs provide
DMOs/CVBs generally meet myexpectations in terms of overall
responsiveness
DMOs/CVBs generally meet myexpectations in terms of timely
responding to my queries
Strongly Agree Agree
Page 56
Preferred Method of Contact
How would you generally prefer to be solicited by Convention & Visitors Bureau sales teams? (Select all that apply) Base: 831 Completed Surveys
CORP.3RD
PARTYASSOC.
SELF CONT.
CITYWIDE
Email arranging further contact 65.1% 76.5% 65.3% 63.0% 71.6%
Contact at tradeshows and exhibitions
36.6% 60.1% 28.6% 36.5% 44.8%
Direct contact via telephone 16.2% 18.3% 6.1% 12.1% 21.9%
U.S. mail arranging further contact 10.7% 11.3% 6.1% 8.0% 14.1%
NONE - I prefer not to be contacted; I would reach out if I need
destination information25.7% 10.3% 24.5% 27.6% 16.0%
67.1%
40.4%
15.2%10.5%
22.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Email arrangingfurther contact
Contact attradeshows and
exhibitions
Direct contact viatelephone
U.S. mailarranging further
contact
NONE - I prefernot to be
contacted; Iwould reach out
if I needdestinationinformation
Page 57
Desired Points of Contact with CVB
At what point do you typically wish to communicate directly with a Convention & Visitors Bureau sales staff member? (Select all that apply) Base: 831 Completed Surveys
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
During the destination research phase
63.7% 70.0% 63.3% 64.6% 65.7%
When I’m ready to execute my RFP
51.3% 60.6% 65.3% 49.9% 53.6%
After I’ve selected their destination
39.9% 43.7% 46.9% 42.1% 37.6%
Never 3.8% 0.9% 0.0% 3.2% 2.0%
65.5%
52.5%
41.2%
2.4%
0%
10%
20%
30%
40%
50%
60%
70%
During thedestination research
phase
When I’m ready to execute my RFP
After I’ve selected their destination
Never
Page 58
Maximum Acceptable Response Times
Assume you are using each of the following CVB services listed below. How long in general would be the maximum length of time you would find acceptable to wait for service? Base: 831 Completed Surveys
Return Phone Call Answer my Questions
CORP.3RD
PARTYASSOC.
SELF CONT.
CITYWIDE
Under 1 hour 1.9% 1.4% 0.0% 1.1% 2.0%
Same day 40.1% 47.4% 26.5% 40.2% 42.8%
2 days 49.4% 46.5% 63.3% 50.7% 47.1%
3-4 days 7.4% 4.7% 8.2% 7.5% 7.2%
5-7 days 0.5% 0.0% 2.0% 0.3% 0.7%
Over 1 week 0.7% 0.0% 0.0% 0.3% 0.3%
CORP.3RD
PARTYASSOC.
SELF CONT.
CITYWIDE
Under 1 hour 2.1% 1.4% 0.0% 2.1% 2.0%
Same day 39.0% 47.4% 22.4% 38.6% 40.2%
2 days 46.8% 44.6% 61.2% 46.4% 44.1%
3-4 days 10.9% 6.6% 14.3% 11.8% 11.8%
5-7 days 1.2%0.0%
2.0% 1.1% 1.6%
Over 1 week 0.0% 0.0% 0.0% 0.0% 0.3%
Under 1 hour, 1.8%
Same day,
41.2%Two days, 49.0%
Three to four days, 7.2%
Five to seven days, 0.5%
Over one
week, 0.4%
Under 1 hour, 2.0%
Same day,
40.0%
Two days, 45.8%
Three to four days, 10.7%
Five to seven days, 1.3%
Over one
week, 0.1%
Page 59
Maximum Acceptable Response Times
Assume you are using each of the following CVB services listed below. How long in general would be the maximum length of time you would find acceptable to wait for service? Base: 831 Completed Surveys
Distribute RFP Respond to RFP
CORP.3RD
PARTYASSOC.
SELF CONT.
CITYWIDE
Under 1 hour 0.7% 1.4% 0.0% 1.9% 0.0%
Same day 13.1% 28.6% 6.1% 15.5% 14.1%
2 days 44.2% 46.9% 46.9% 45.6% 37.3%
3-4 days 27.3% 17.8% 32.7% 24.7% 32.4%
5-7 days 12.4% 5.2% 14.3% 9.7% 13.4%
Over 1 week 2.4% 0.0% 0.0% 2.7% 2.9%
CORP.3RD
PARTYASSOC.
SELF CONT.
CITYWIDE
Under 1 hour 0.0% 0.5% 0.0% 0.5% 0.0%
Same day 9.3% 15.0% 6.1% 10.2% 8.8%
2 days 32.8% 43.2% 24.5% 35.1% 30.1%
3-4 days 20.0% 17.8% 14.3% 21.2% 19.3%
5-7 days 28.5% 19.2% 42.9% 24.1% 30.1%
Over 1 week 9.5% 4.2% 12.2% 8.8% 11.8%
Under 1 hour, 0.8%
Same day,
16.4%
Two days, 43.2%
Three to four days, 25.9%
Five to seven days, 11.3%
Over one week, 2.4%
Under 1 hour, 0.2%
Same day,
10.5%
Two days, 34.2%
Three to four days, 20.0%
Five to seven days, 25.5%
Over one week, 9.6%
Top-of-Mind Benefits/Services Offered by CVBs (OPEN-ENDED QUESTION)
Please think of the value, benefits and services offered to meeting planners by Convention & Visitors Bureaus. What are the value, benefits and services offered by Convention & Visitors Bureaus that first come to mind? Base: 831 Completed Surveys
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Destination expertise 53.4% 62.4% 51.0% 54.4% 52.0%
Organize site visits 14.7% 34.3% 14.3% 20.1% 16.0%
Incentive packages/financial assistance 13.8% 28.6% 22.4% 17.2% 14.1%
Partner/advocate in meeting planning 15.4% 17.8% 8.2% 13.1% 18.6%
Advertising/marketing/attendance building assets 15.2% 19.7% 16.3% 16.1% 16.7%
Hotel/site selection assistance 14.0% 21.6% 16.3% 16.1% 13.7%
Help sourcing meeting venues 13.1% 8.5% 16.3% 13.4% 12.7%
Help sourcing vendors 11.4% 15.5% 16.3% 13.1% 11.4%
Collateral/discounts for attendees 11.9% 16.0% 4.1% 12.6% 10.8%
Help with local contacts/connections 13.1% 9.9% 6.1% 12.1% 11.4%
RFP distribution resource 11.4% 10.8% 14.3% 9.7% 11.4%
Help negotiating discounts/incentives/rates 10.5% 8.0% 8.2% 9.9% 12.1%
Help with on-site services/staffing/assistance 9.0% 11.3% 14.3% 9.1% 8.2%
Help making meeting affordable 5.9% 8.9% 2.0% 6.7% 7.5%
Help planning offsite events 5.7% 6.1% 12.2% 5.9% 5.9%
One-stop shop/Main POC 5.5% 4.7% 6.1% 5.6% 6.9%
Ground transportation assistance 4.5% 2.8% 4.1% 3.8% 3.3%
Activities/attractions information 3.3% 1.4% 4.1% 4.3% 2.6%
Events calendar 3.8% 1.4% 6.1% 3.2% 2.9%
Restaurant information 3.8% 0.9% 4.1% 2.7% 3.3%
3.0%3.1%3.7%3.8%
6.0%6.0%6.6%
9.7%10.1%10.3%
12.0%12.0%12.7%12.9%
15.6%15.7%16.3%17.2%18.5%
54.7%
0% 20% 40% 60%
Restaurant informationEvents calendar
Activities/attractions informationGround transportation assistance
One-stop shop/Main POCHelp planning offsite events
Help making meeting afforadableHelp with on-site services/staffing/assistance
Help negotiating discounts/incentives/ratesRFP distribution resource
Help with local contacts/connectionsCollateral/discounts for attendees
Help sourcing vendorsHelp sourcing meeting venuesHotel/site selection assistance
Advertising/marketing/attendance building assetsPartner/advocate in meeting planning
Incentive packages/financial assistanceOrganize site visits
Destination expertise
Help making meeting affordable
Page 61
In their Words: Feelings about CVBs…
“CVBs help me access things that I can’t get to or wouldn’t have thought of getting to.”
“Local knowledge is critical. That’s the main thing that we’re looking for anytime we work with a CVB. We want to know what that unique local experience is -- we don’t want venues that are out of the can.”
“My best friend is my CVB rep, because I can lean on him or her to get that local information that the
Marriot reps won’t know because they’re a hundred miles away.”
“The CVBs I’m working with right now are very valuable. It’s always a necessity to work with a CVB.”
“CVBs need to have an awareness campaign. Many meeting professionals are not even aware that CVBs
exist, or that they offer a free service for smaller meetings and events.”
“CVBs know their cities. They can tell me, “Although you’re considering this venue, there’s another place
that would suit your group better.” That’s enormously helpful to me.”
Most Important Services CVBs Provide
From your perspective, what are the most important benefits and services a DMO/CVB can provide you as a meeting planner? (Select all that apply) Base: 831 Completed Surveys
CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Personalized hotel selection assistance 40.1% 42.3% 46.9% 40.8% 40.2%
Incentive packages to hold your meeting in their destination
38.5% 51.6% 40.8% 37.3% 42.5%
Destination experts on staff to provide planners assistance 32.5% 42.3% 42.9% 34.6% 39.2%
Advice/recommendations for vendor selection 36.6% 40.8% 38.8% 36.7% 37.3%
RFP distribution 37.5% 37.6% 53.1% 36.2% 36.3%
Personalized venue selection assistance 35.2% 34.3% 38.8% 31.6% 36.9%
Local events calendar 32.3% 38.5% 28.6% 33.5% 35.0%
Printed destination guidebooks for attendees 37.1% 29.1% 36.7% 36.5% 33.7%
Comprehensive hotel directory and meetings space info 33.5% 33.3% 32.7% 33.5% 31.4%
Digital marketing materials 30.2% 37.1% 38.8% 31.1% 32.7%
Assistance negotiating with hotels and/or other partners 34.2% 30.0% 20.4% 30.3% 31.7%
Welcome signage for attendees 29.0% 32.4% 26.5% 23.1% 33.0%
Connections to the local community 26.8% 29.6% 24.5% 26.8% 29.4%
Attendee discount programs (in local businesses) 26.6% 28.2% 22.4% 20.6% 30.7%
Assistance in working with local government 20.0% 28.2% 18.4% 18.8% 25.8%
Convention calendar 19.2% 29.1% 26.5% 15.8% 25.8%
Acting as an "on the ground" representative of my meeting 20.0% 23.5% 8.2% 18.8% 21.9%
Attendance building tools 16.2% 21.6% 20.4% 13.9% 21.9%
Housing services 19.0% 14.6% 24.5% 12.9% 24.2%
Online meetings-related business directory 16.4% 18.8% 24.5% 13.7% 19.0%
Connection to market-specific resources 12.8% 17.4% 12.2% 12.1% 16.0%
Pre/Post itinerary content 10.2% 17.4% 16.3% 10.2% 17.3%
Printed meeting planner guide 12.6% 10.3% 16.3% 11.0% 12.4%
Recommendations/introductions to conference speakers 10.9% 10.8% 14.3% 10.5% 11.8%
Participation in overall meeting strategy 9.0% 11.7% 8.2% 8.6% 12.1%
Other 1.7% 1.9% 1.6% 1.0%
1.3%
9.4%
10.8%
12.0%
13.0%
13.8%
16.6%
17.1%
17.8%
20.7%
21.4%
22.3%
26.7%
27.8%
28.5%
30.8%
32.3%
33.8%
35.0%
35.0%
35.1%
36.6%
36.8%
36.9%
41.3%
41.4%
0% 20% 40% 60%
Other
Participation in overall meeting strategy
Recommendations/introductions to conference speakers
Printed meeting planner guide
Pre/Post itinerary content
Connection to market-specific resources
Online meetings-related business directory
Housing services
Attendance building tools
Acting as an "on the ground" representative of my meeting
Convention calendar
Assistance in working with local government
Attendee discount programs (in local businesses)
Connections to the local community
Welcome signage for attendees
Assistance negotiating with hotels and/or other partners
Digital marketing materials
Comprehensive hotel directory and meetings space info
Printed destination guidebooks for attendees
Local events calendar
Personalized venue selection assistance
RFP distribution
Advice/recommendations for vendor selection
Destination experts on staff to provide planners assistance
Incentive packages to hold your meeting in their destination
Personalized hotel selection assistance
Page 63
0%
5%
10%
15%
20%
25%
30%
35%
40%
0 - Zeroimportance
1 2 3 4 5 6 7 8 9 10 - Criticallyimportant
No past experience
12.4%Zero - 3
59.3%7 - 10
Importance of CVB Services to Meeting(PAST vs. NO PAST EXPERIENCE in the destination)
Thinking about destinations in which you have past experience planning meetings or events, how important are DMOs/CVBs services to you? Thinking about destinations in which you have no prior planning experience, how important are DMOs/CVBs services to you? Base: 831 Completed Surveys
79.1%7 - 10
5.8%Zero - 3
Past experience
Page 64
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0 - ZeroLikelihood
1 2 3 4 5 6 7 8 9 10 - Extremelyhigh likelihood
Again, when you are planning a meeting or event in a destination in which you have past experience, how likely are you to reach out to a DMO/CVB for assistance? Now, when you are planning a meeting or event in a destination in which you have no prior experience, how likely are you to reach out to a DMO/CVB for assistance? Base: 831 Completed Surveys
No past experience
14.8%0 - 3 60.0%
7 - 10
Likelihood to Reach out to a CVB for Assistance(PAST vs. NO PAST EXPERIENCE in the destination)
4.3%0 - 3
80.6%7 - 10
Past experience
Page 65
CORP.3RD
PARTYASSOC.
SELFCONT.
CITYWIDE
Printed destination guidebooks for attendees 49.2% 48.8% 59.2% 53.1% 50.0%
Local events calendar 45.6% 53.1% 36.7% 45.0% 51.6%
Digital marketing materials 42.5% 51.2% 57.1% 45.8% 43.1%
Personalized hotel selection assistance 43.9% 46.0% 38.8% 42.4% 45.4%
Incentive packages to hold your meeting in their destination 39.2% 53.1% 40.8% 39.7% 45.4%
Welcome signage for attendees 39.7% 54.0% 38.8% 36.2% 46.1%
Comprehensive hotel directory/meetings space info 38.0% 41.3% 32.7% 39.4% 41.5%
RFP distribution 43.0% 42.3% 44.9% 40.5% 39.9%
Attendee discount programs (in local businesses) 34.7% 39.0% 32.7% 32.4% 37.6%
Personalized venue selection assistance 34.2% 38.0% 44.9% 33.8% 38.2%
Assistance negotiating with hotels and/or other partners 35.4% 31.0% 28.6% 31.9% 35.0%
Destination experts on staff to provide planners assistance 30.9% 42.7% 30.6% 33.8% 34.3%
Advice/recommendations for vendor selection 33.3% 38.5% 46.9% 33.5% 31.4%
Connections to the local community 27.8% 31.5% 26.5% 27.9% 31.0%
Acting as an "on the ground" representative of my meeting 20.2% 27.7% 6.1% 19.0% 26.5%
Convention calendar 19.2% 29.6% 8.2% 15.3% 27.1%
Assistance in working with local government 14.7% 26.3% 14.3% 14.2% 24.2%
Online meetings-related business directory 18.8% 22.1% 16.3% 17.4% 20.3%
Attendance building tools 14.3% 23.5% 26.5% 14.7% 20.3%
Housing services 15.7% 14.6% 12.2% 9.7% 24.2%
Pre/Post itinerary content 11.6% 20.7% 14.3% 14.2% 18.3%
Printed meeting planner guide 15.4% 16.0% 20.4% 13.7% 18.6%
Recommendations/introductions to conference speakers 12.8% 16.9% 16.3% 14.7% 15.7%
Connection to market-specific resources (i.e. local experts) 13.1% 16.9% 12.2% 14.2% 15.0%
Participation in overall meeting strategy 9.5% 8.5% 6.1% 8.6% 10.1%
NONE OF THESE 1.9% 2.3% 2.0% 0.5% 2.6%
Other 1.9% 2.3% 2.0% 0.5% 2.6%
Mid-Sized Meetings: CVB Resources They’re Likely to Use
Imagine you are planning a medium-sized, in-house meeting. Which of the following services provided by a DMO/CVB would you be likely to use? (Select all that apply) Base: 831 Completed Surveys
1.7%1.7%
8.9%14.2%14.7%15.6%15.8%15.8%
17.4%18.5%18.9%
21.3%22.3%
29.2%33.6%34.2%34.2%
36.1%36.5%
40.1%40.3%
42.0%42.6%43.4%44.6%
48.1%50.9%
0% 20% 40% 60%
OtherNONE OF THESE
Participation in overall meeting strategyConnection to market-specific resources (i.e., local experts)
Recommendations/introductions to conference speakersPrinted meeting planner guide
Pre/Post itinerary contentHousing services
Attendance building toolsOnline meetings-related business directory
Assistance in working with local governmentConvention calendar
Acting as an "on the ground" representative of my meetingConnections to the local community
Advice/recommendations for vendor selectionDestination experts on staff to provide planners assistance
Assistance negotiating with hotels and/or other partnersPersonalized venue selection assistance
Attendee discount programs (in local businesses)RFP distribution
Comprehensive hotel directory/meetings space infoWelcome signage for attendees
Incentive packages to hold your meeting in their destinationPersonalized hotel selection assistance
Digital marketing materialsLocal events calendar
Printed destination guidebooks for attendees
Page 66
CVB’s Influence Over the Following (Top-Two Box Score)
How much influence do CVBs have over each of the following? Please use the 5-point scale where “1” represents “No influence” and “5” represents “Significant influence.” Base: 153 Completed Surveys
TOP TWO BOX SCORE CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Their members 53.7% 49.3% 49.0% 47.7% 55.2%
Hotel sales and marketing staff 49.4% 39.0% 38.8% 40.5% 51.0%
Local officials/government 36.6% 39.4% 32.7% 31.1% 41.2%
Group room rates at hotels 35.2% 24.4% 28.6% 29.0% 39.5%32.6%
36.4%
44.6%
51.3%
0% 20% 40% 60%
Group room rates at hotels
Local officials/government
Hotel sales and marketing staff
Their members
Page 67
How CVBs Can Improve
Please state your general level of agreement to each of the following statements. (Select all that apply) Base: 831 Completed Surveys
TOP TWO BOX SCORE CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
If national hotel sales offices worked closely with the local
DMOs/CVBs, meeting planners would benefit
78.6% 77.0% 69.4% 75.9% 80.4%
CVBs could help meeting planners by being ready to play an active
role in negotiating or determining revenue structures
72.4% 62.0% 63.3% 63.0% 73.2%
The incentives offered by the local CVB/DMO—such as credits and
hosted receptions—are “deal breakers”; I would choose another
destination if there was no or a dissatisfactory incentive
29.9% 34.3% 30.6% 24.1% 40.5%
9.9%
25.4%
36.8%
21.7%
42.8%
40.3%
0% 20% 40% 60%
The incentives offered by the local CVB/DMO—such as credits and hosted
receptions—are “deal breakers”; I would choose another destination if there was no
or a dissatisfactory incentive
CVBs could help meeting planners by beingready to play an active role in negotiating
or determining revenue structures
If national hotel sales offices workedclosely with the local DMOs/CVBs, meeting
planners would benefit
Strongly Agree Agree
Page 68
Impact on Likelihood to use CVBs (Top-Two Box Score)
What impact do each of the following have on the likelihood you will use CVBs more? Please use the 5-point scale where “1” represents “No impact” and “5” represents “Significant impact.” Base: 831 Completed Surveys
TOP TWO BOX SCORE CORP. 3RD PARTY ASSOC. SELF CONT. CITYWIDE
Act as a partner more than sell--be an account manager
rather than just sales64.4% 73.7% 57.1% 60.6% 69.9%
Guarantee a meeting with me to really understand my
meeting and/or business43.2% 41.3% 38.8% 34.6% 49.7%
Provide economic impact estimates of my meetings
40.4% 45.5% 38.8% 34.0% 46.4%
Have a CVB-industry wide set of standard services processes
39.4% 46.0% 32.7% 32.7% 43.8%
Have a CVB-industry wide set of standard sales processes
34.2% 42.3% 34.7% 28.7% 41.5%
34.7%
38.8%
39.2%
41.8%
64.9%
0% 20% 40% 60% 80%
Have a CVB-industry wide set ofstandard sales processes
Have a CVB-industry wide set ofstandard services processes
Provide economic impact estimatesof my meetings
Guarantee a meeting with me toreally understand my meeting
and/or business
Act as a partner more than sell--bean account manager rather than just
sales
Page 69
In their Words: How CVBs Can Increase their Value…
“Websites are critical for me. I do a lot of research on the web, and it’s really helpful to see the capacity of different hotels and where they’re located on a map. Some CVBs have great websites, while others require
some searching just to find a map of downtown.”
“The CVBs that reach out to me and say ‘Here are some of the things that we can do for you’ are the
ones that get my attention. If more CVBs were proactive, we would be more engaged with them.”
“When a CVB isn’t responsive to me, they definitely move down on my list.”
“CVBs do such a good job selling their city at the beginning when you’re looking at their destination. I feel like there could be more follow through going up to the event, rather than just at the beginning to get
you in the door.”
“I’d expect CVBs to inform us of their post event services at the beginning of the process. I would certainly
welcome emails and telephone calls to that effect.”
“I tend to use the same services from CVBs, and sometimes I don’t even consider the other things that
they offer”
This section summarizes meeting planners’ perceptions of the performance of the CVB industry as a partner, as well as measures
how engaged meeting planners are with CVBs
CVB Scorecard—Total Aggregate (Top-Two Box Score: 4-5 on 5-point Scale)
Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: All respondents. 832 Completed Surveys
33.2%
37.1%
37.9%
48.0%
50.1%
54.6%
55.8%
56.7%
57.5%
59.3%
59.6%
63.0%
64.2%
64.2%
69.6%
74.5%
0% 20% 40% 60% 80% 100%
Providing a way to report the economic impact of my meetings/event
Continuing to be engaged in my business after my meeting/event
Assisting with negotiations
Anticipating and being prepared for issues that may arise
Supporting the marketing of my meetings/events
Acting as a true partner, not just as sales people
Connecting me with important contacts (vendors, community leaders, etc.) in the destination
Being transparent in communications and recommendations
Keeping up with changes in the meetings industry and adapting their styles towards these changes
Understanding my organization's/client's business goals
Providing assistance at multiple stages of the meeting planning and execution process
Giving me a point person in their organization whose experience fits my needs
Coming up with thoughtful solutions to issues
Providing a superior, high level of service
Treating me as an important customer
Exhibiting ethical behavior
CVB Scorecard—Total Aggregate (Grade Based on Mean Score)
Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: All respondents. 832 Completed Surveys
Exhibiting ethical behavior A-
Treating me as an important customer B
Providing a superior, high level of service B
Coming up with thoughtful solutions to issues B
Giving me a point person/people in their organization whose experience fits my needs
B
Providing assistance at multiple stages of the meeting planning and execution process
B
Understanding my organization's/client's business goals
B
Keeping up with changes in the meetings industry and adapting their styles towards these changes
B
Being transparent in communications and recommendations
B
Connecting me with important contacts (vendors, community leaders, government officials, etc.) in the destination
B
Acting as a true partner, not just as sales people B-
Supporting the marketing of my meetings/events B-
Anticipating and being prepared for issues that may arise
B-
Assisting with negotiations C+
Continuing to be engaged in my business after my meeting/event
C
Providing a way to report the economic impact of my meetings/event
C
CVB Scorecard—Corporate Planners (Top-Two Box Score: 4-5 on 5-point Scale)
Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: Corporate Planners. 421 Completed Surveys
34.7%
38.5%
42.0%
48.5%
51.5%
53.9%
54.6%
56.3%
57.7%
59.1%
61.0%
64.8%
65.3%
66.5%
70.1%
77.2%
0% 20% 40% 60% 80% 100%
Providing a way to report the economic impact of my meetings/event
Continuing to be engaged in my business after my meeting/event
Assisting with negotiations
Anticipating and being prepared for issues that may arise
Supporting the marketing of my meetings/events
Acting as a true partner, not just as sales people
Connecting me with important contacts (vendors, community leaders, etc.) in the destination
Keeping up with changes in the meetings industry and adapting their styles towards these changes
Being transparent in communications and recommendations
Providing assistance at multiple stages of the meeting planning and execution process
Understanding my organization's/client's business goals
Giving me a point person in their organization whose experience fits my needs
Coming up with thoughtful solutions to issues
Providing a superior, high level of service
Treating me as an important customer
Exhibiting ethical behavior
CVB Scorecard—Corporate Planners (Grade Based on Mean Score)
Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: Corporate Planners. 421 Completed Surveys
Exhibiting ethical behavior A-
Treating me as an important customer B
Providing a superior, high level of service B
Giving me a point person/people in their organization whose experience fits my needs B
Coming up with thoughtful solutions to issues B
Understanding my organization's/client's business goals B
Providing assistance at multiple stages of the meeting planning and execution process B
Being transparent in communications and recommendations B
Keeping up with changes in the meetings industry and adapting their styles towards these changes
B
Connecting me with important contacts (vendors, community leaders, government officials, etc.) in the destination
B
Acting as a true partner, not just as sales people B
Supporting the marketing of my meetings/events B-
Anticipating and being prepared for issues that may arise
B-
Assisting with negotiations B-
Continuing to be engaged in my business after my meeting/event
C+
Providing a way to report the economic impact of my meetings/event
C
CVB Scorecard—Third Party Planners (Top-Two Box Score: 4-5 on 5-point Scale)
Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: Third Party Planners. 213 Completed Surveys
31.0%
34.3%
36.6%
46.0%
50.7%
55.9%
55.9%
55.9%
56.8%
60.1%
60.6%
61.0%
63.8%
64.8%
70.9%
72.8%
0% 20% 40% 60% 80% 100%
Assisting with negotiations
Providing a way to report the economic impact of my meetings/event
Continuing to be engaged in my business after my meeting/event
Anticipating and being prepared for issues that may arise
Supporting the marketing of my meetings/events
Understanding my organization's/client's business goals
Being transparent in communications and recommendations
Connecting me with important contacts (vendors, community leaders, etc.) in the destination
Keeping up with changes in the meetings industry and adapting their styles towards these changes
Acting as a true partner, not just as sales people
Giving me a point person in their organization whose experience fits my needs
Providing assistance at multiple stages of the meeting planning and execution process
Coming up with thoughtful solutions to issues
Providing a superior, high level of service
Treating me as an important customer
Exhibiting ethical behavior
CVB Scorecard—Third Party Planners (Grade Based on Mean Score)
Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: Third Party Planners. 213 Completed Surveys
Understanding my organization's/client's business goals
B
Being transparent in communications and recommendations B-
Connecting me with important contacts (vendors, community leaders, government officials, etc.) in the destination
B-
Supporting the marketing of my meetings/events B-
Anticipating and being prepared for issues that may arise
B-
Continuing to be engaged in my business after my meeting/event
C
Providing a way to report the economic impact of my meetings/event
C
Assisting with negotiations C
Exhibiting ethical behavior A-
Treating me as an important customer B
Providing a superior, high level of service B
Coming up with thoughtful solutions to issues B
Giving me a point person/people in their organization whose experience fits my needs
B
Providing assistance at multiple stages of the meeting planning and execution process
B
Keeping up with changes in the meetings industry and adapting their styles towards these changes
B
Acting as a true partner, not just as sales people B
CVB Scorecard—Association Planners (Top-Two Box Score: 4-5 on 5-point Scale)
Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: Association Planners. 49 Completed Surveys
30.6%
30.6%
40.8%
46.9%
53.1%
57.1%
57.1%
59.2%
63.3%
67.3%
67.3%
67.3%
69.4%
69.4%
73.5%
85.7%
0% 20% 40% 60% 80% 100%
Assisting with negotiations
Providing a way to report the economic impact of my meetings/event
Continuing to be engaged in my business after my meeting/event
Supporting the marketing of my meetings/events
Anticipating and being prepared for issues that may arise
Providing assistance at multiple stages of the meeting planning and execution process
Acting as a true partner, not just as sales people
Being transparent in communications and recommendations
Understanding my organization's/client's business goals
Treating me as an important customer
Coming up with thoughtful solutions to issues
Connecting me with important contacts (vendors, community leaders, etc.) in the destination
Providing a superior, high level of service
Giving me a point person in their organization whose experience fits my needs
Keeping up with changes in the meetings industry and adapting their styles towards these changes
Exhibiting ethical behavior
CVB Scorecard—Association Planners (Grade Based on Mean Score)
Question: Please rate the Convention & Visitors Bureau industry on each of the following, based on your knowledge of and recent experiences with these organizations. Base: Association Planners. 49 Completed Surveys
Exhibiting ethical behavior A-
Treating me as an important customer B
Providing a superior, high level of service B
Giving me a point person/people in their organization whose experience fits my needs
B
Keeping up with changes in the meetings industry and adapting their styles towards these changes
B
Coming up with thoughtful solutions to issues B
Connecting me with important contacts (vendors, community leaders, government officials, etc.) in the destination
B
Acting as a true partner, not just as sales people B
Understanding my organization's/client's business goals
B
Being transparent in communications and recommendations B
Providing assistance at multiple stages of the meeting planning and execution process
B
Anticipating and being prepared for issues that may arise
B
Supporting the marketing of my meetings/eventsB
Continuing to be engaged in my business after my meeting/event
C
Providing a way to report the economic impact of my meetings/event
C
Assisting with negotiations C
Page 79
CVB - Meeting Planner Engagement Index Overview
This is a composite index based on the results of these three survey
questions, equally weighted:
o DMO Resources Typically Used
o # of DMOs Used
o Importance of DMOs to Meeting Planning
These values are then assigned on a 100-point scale:
o 100 = Fully Engaged
o 0 = Completely Disengaged
TM
An index was created to benchmark and track how engaged meeting planners are with DMOs
Page 80
Index Value
Low engagement High engagement
CVB - Meeting Planner Engagement Index
Overall Score (All Planners)
TM
Across all planner types, the mean engagement score is 50.5 on the 100-point scale.
3.8%6.0%
13.3%
16.5%17.9%
16.0%
10.8% 9.9%
3.6%2.0%
0%
5%
10%
15%
20%
25%
30%
0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
Mean = 47.4 Down from 50.5 in 2017
Page 81
Low engagement
High engagement
CVB - Meeting Planner Engagement Index TM
Mean = 50.0 Mean = 50.2 Mean = 45.0
ASSOCIATIONPLANNERS
SMERFPLANNERS
CORPORATEPLANNERS
Down from 55.3
in 2017
Down from 48.1
in 2017
Down from 53.7
in 2017
Page 82
Erin Francis-Cummings
President & CEO
Myha Vo
Director of Research
For Questions or More Information on this Study:
The 2019 Edition of The DMO and the Future of the Meetings Industry Study
Report of Findings will be available in Spring 2019.
For more information and to sign up to have meeting planners’ perceptions of your destination tracked in this research, please
go to DestinationAnalysts.com/research/meetings