Mastering the CVB-Planner Relationship in the Tech Age

The following information is provided by Visit Anaheim. In an industry where relationships are paramount, how can CVB’s and DMO’s maintain them and show value to planners considering their destination? Our industry focuses on face-to-face human connection and building relationships that last. This is the core of what destination marketers do, which will never be fully replaced by technology. CVB’s and DMO's use technology to improve the way they interact with planners. They allow us to communicate quickly and share information like never before. However, we are still experiencing growing pains as all stakeholders are educated about these tools. Many planners use online RFP tools to comply with their SMM programs and track company spend. Prior to sourcing online, they often reach out to their destination experts to get feedback and input before they hit the send button. Here are some of the questions we get:

• Are there peak seasons to avoid?
• Are there planned renovations or upgrades?
• Has the hotel upgraded since its last photo shoot?
• What hotels will be built and open by the time my program launches?
• Are there any other events (festivals, concerts, or sporting events) that could affect the attendee experience?
• Is there a competing event in the area that would impact my attendance?
• This map shows hotels are walking distance, but is that walk feasible for my particular demographic?

There are more options every day for meeting planners. A CVB/DMO can help provide realistic expectations to a planner on rates and availability before an RFP is even sent, while also helping hoteliers choose the best clients for their space. Be sure to ask your CVB/DMO rep what services they can offer. Based on their funding and scope, they may be able to provide other services or amenities beyond site selection. This often includes, but is not limited to:

• Branded items for attendees, such as lanyards.
• Donations featuring local items for fundraisers.
• Coordination and execution of site visit agendas.
• Printed materials like maps and brochures to help promote events and surrounding activities and attractions in the area.

A CVB/DMO is also a huge resource for historical information. If planners have a program they want to bring to the area, they might consult a CVB first to see what historical need periods are in the area, or what the lead time typically is. This will help planners source programs that are the right fit, and the right time to contact hotels that are inundated with RFP requests. Third-party planners who are solely commission-based can work with CVBs to managing the sourcing process. CVBs can follow up with hotels that haven’t responded and spread messages about lead updates quickly. Although technology will continue to bring the world to our fingertips, the power of relationships and trust with your partners will continue to enhance program success and deliver the most successful events to clients and guests. Written by Jessica Rienecker, CTA, CTP, CMM, HMCC.