Strategies of Successful Destination Marketing Professionals


Destination Marketing pic
Destination Marketing

A leader in the destination marketing industry, Daniel (Dan) Fenton is a former CEO of Team San Jose, where he led the San Jose Convention and Visitors Bureau. He has since taken on the role of executive vice president of the Jones Lang LaSalle (JLL) Hotel and Hospitality Group. Dan Fenton recently shared his thoughts about how the tourism and hospitality industry is evolving and what those who are successful have done to stand out.

One of the factors that has led to the success in the hospitality and tourism industry is ongoing destination master planning. This entails engaging in continual advocacy and searching for ways to improve the experience of visitors. The same must occur for the delegate experience for event and convention professionals.

Successful destination marketing professionals never stop searching for the next opportunity to capitalize on within a given destination. They consider how each opportunity will enhance the visitor’s experience and then plan how to advocate for it and how to fund it. This is critical because destination marketers are competing for discretionary dollars with the entertainment industry.

Another major factor is relevant marketing tailored to the target audience. With technology having evolved exponentially over the last few years, destination marketing planners have more tools at their disposal than ever before. Successful marketing campaigns determine how to reach the target audience with a truly compelling message that brings individuals from that audience to the destination.

Sustainable Tourism: No Longer an Oxymoron?

Destination Marketing Association International pic
Destination Marketing Association International

An experienced executive in the tourism and hospitality industry, Daniel “Dan” Fenton serves as the executive vice president for the JLL Hotel & Hospitality Group in San Jose. Dan Fenton participates in a wide range of professional and civic organizations in the San Jose area, including DMAI (Destination Marketing Association International) and Artsopolis. Mr. Fenton’s interests include the recent trend of green thinking in the hotel and tourism field.

Modern hotels have many pressing reasons for making a quick transition into creative, sustainable hospitality and tourism. Tourists have received criticism in the past for the ways they have strained local resources and failed to consider the ecological consequences of their trips, but today’s tourists are increasingly eco-conscious.

Perceptive hotel management teams have learned that people now expect evidence of legitimate, tangible commitments to sustainability from corporate entities. People are no longer satisfied by standard, token appeals to eco-friendly methods; industry leaders must now find ways to present their commitments to the preservation of the environment in creative fashions. These new pressures present a unique challenge to the industry, but they also provide new opportunities for innovators to rise above their competition.

Five Tips for Enhancing the Guest Experience


Green Practices for Hotels


Green Practices pic
Green Practices

An executive experienced in destination marketing and event planning, Daniel (Dan) Fenton is the former chief executive officer of Team San Jose in California. Dan Fenton holds a bachelor’s degree in hotel/motel administration and management from Cornell University and maintains an interest in environmental practices for hotels.

With tourism growing around the world, implementing sustainable practices is becoming more important for hotels in order to contain costs and reduce their impact on the environment. Here are a few green practices for hotels to consider:

Create an environmental committee. By forming an environmental committee, hotels will have a team responsible for creating plans for managing water, energy, and waste.

Limit newspaper distribution. Rather than delivering newspapers to each room, hotels can eliminate paper waste and cut costs by delivering papers only to guests who request them.

Reduce water usage. To cut costs on water, hotels can purchase water-saving devices, such as low-flush toilets, self-closing taps, and water flow sensors and regulators. Hotels can also avoid high-pressure hoses for cleaning and wash towels and linens only when guests request this service.