Online Destination Marketing Benchmarking study provides DMOs with fuel for stakeholder support

Online Destination Marketing Benchmarking study provides DMOs with fuel for stakeholder support

Destination Benchmarking
Destination Benchmarking
  • Destination Benchmarking
    Destination Benchmarking
    Destination Benchmarking
    Destination Benchmarking
Mississauga, Ontario – The official tourism marketing organization, also known as destination marketing organization (DMO), or Convention and Visitor Bureau representing Canadian cities, regions and municipalities, can now offer industry stakeholders online performance measurement statistics, comparing performance against other Canadian destinations, as well as International destinations including New Zealand and the USA.

This groundbreaking statistical analysis, which is endorsed by Canada's national tourism marketing organization, the Canadian Tourism Commission (CTC), provides individual DMOs statistical analysis of key performance indicators of online performance, as well as aggregated reporting of all participating Canadian DMOs, to better equip publically and privately funded tourism agencies with the performance measurements they need to continue to evolve tourism services online.

As consumer buying behaviour has shifted online, destination marketing has had to evolve and adjust with strategies beyond the printed travel guides, brochures and information centres.  New media has changed the way destination marketers sell travel experiences, and the DMO is the gatekeeper for the destination to the consumer.

“The CTC is pleased to see an initiative which leverages the learning’s from other destinations as we all work to up our games in the very competitive world of destination marketing,” Said Paul Nursey, Vice-President, Strategy & Corporate Communications, Canadian Tourism Commission.

With a successful pilot project of 16 Canadian DMOs complete, (and similar research aggregated from DMO’s in both New Zealand and the US), and working in conjunction with the Canadian Tourism Commission (CTC), this ground-breaking research is now open to all Canadian Destination Marketing Organizations, Provincial Marketing Organizations, Convention & Visitor Bureaus, Regional Tourism Organizations, and Tourism Municipalities for inclusion in the 2012-2013 reports.

“The information provided in the DMO Benchmarking report will help improve engagement and reduce bounce rates for tourism websites,” said Carol Alderdice, Manager Web Technology, Marketing and Sales, Tourism New Brunswick.  “To be able to focus on specific aspects by benchmarking the analytics between like-DMOs is something that is crucial to the success of any destination marketing program moving forward.”

Participants in the pilot program included destinations such as; Ottawa Tourism, Tourism New Brunswick, Tourism Nova Scotia, Destination Halifax, Tourism Yukon, Tourism Hamilton and Tourism Vancouver.

The 3-part series for 2012-2013 will measure online performance for each individual DMO, with an aggregated summary of DMOs of similar size in Canada.  In addition, aggregated reporting will be provided with comparisons to international destinations such as New Zealand and the USA, where similar studies have been completed. Participants will receive 3 reports measuring outcomes against key performance indicators, along with 3 educational webinars.

Canadian destinations interested in participating in the 2012-2013 Destination Benchmarking series will receive a copy of the pilot study aggregated summary report, and $100 discount on the 1st report if signed up by July 31st, 2012. More information on the DMO online Benchmarking report series is available at .


The DMO Online Benchmarking Project was undertaken by two digital marketing firms that specialize in destination and hospitality marketing: A Couple of Chicks eMarketing and Miles Partnership, with the intent of creating an industry-wide standard for measuring digital marketing efforts of Destination Marketing Organizations (DMO).  Collectively, the two firms have worked with hundreds of tourism destinations to improve and build online their online presence.

A Couple of Chicks eMarketing:
A Couple of Chicks eMarketing is recognized as the leading digital marketing firm specializing in web strategy and social media development and execution for the travel industry in Canada.  With a team of 12, and clients such as Travelodge Canada, and Destination Halifax, ACOC has built successful online marketing campaigns since 2005. A Couple of Chicks also co-founded the leading conference for digital tourism marketing Online Revealed Canada, with support from such industry giants as; Google, Facebook, and Travelzoo.  The conference, now in its 7th year brings together over 400 industry professionals from across Canada.  Founders Patricia Brusha and Alicia Whalen are recognized thought leaders in digital strategy for hotels, hotel brands, and destinations, and are regular speakers at industry conferences across the country.

Miles Partnership:
Miles Partnership markets destinations and hospitality busin esses by working with province tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward thinking online, mobile, email and print content marketing solutions.

Contact: Alicia Whalen
905.990.0079 x 102