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.