# DMO Group Sales Channel Impact Study

**Publisher:** Destinations International  
**Published:** n/a  
**Category:** Destinations, NTOs & DMOs  
**Type:** Study  
**Access:** Free PDF  
**Official source:** http://destinationsinternational.org/reports/dmo-group-sales-channel-impact-study  
**Canonical:** https://tourismintel.ai/reports/dmo-group-sales-channel-impact-study

## At a glance
- Analysis covers 116 DMOs representing three-quarters of the US market, with econometric modelling applied to project figures across remaining markets.
- Study quantifies booked room nights for future events, occurred room nights for events happening in each year, and total number of events across 2009–2012.

## What the report covers
Destinations International's study quantifies the total number of group room nights influenced by US destination organization channels between 2009 and 2012. The research, conducted by Tourism Economics, analysed data from 116 DMOs representing approximately three-quarters of the US market. An econometric model projected findings across remaining US markets. The study was updated in 2015 to capture more recent bookings and occurred room nights, providing advocacy evidence for DMOs' role in the US convention and meetings sector.

## Key findings
The study measures three distinct metrics across 2009–2012: booked room nights for future events, occurred room nights for events taking place within each year, and total event counts (both booked and occurred). This multi-dimensional approach enables DMOs to demonstrate their influence at different stages of the group booking and delivery cycle.

Data collection spanned 116 DMOs, representing approximately three-quarters of the total US market according to the report. Tourism Economics developed an econometric model to project results from this substantial sample across the remaining US destination markets, creating nationwide coverage.

A 2015 update to the original study quantified more recently booked and occurred room nights, revealing that DMOs were driving a record 41.5 million group room nights annually. This updated finding strengthened the evidence base for advocacy regarding destination organisations' measurable impact on convention and meetings business.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| DMOs included in sample | 116 | Represented approximately three-quarters of total US market; analysed by Tourism Economics |
| US market coverage from sample | approximately three-quarters | Remaining markets projected using econometric model |
| Study reference period | 2009–2012 | Original study period; updated in 2015 for more recent bookings |

## Why it matters
**DMOs & destinations** — The study provides quantified advocacy data demonstrating DMO impact on group room nights and convention bookings. By translating sales activity into measurable metrics—41.5 million annual room nights—DMOs gain credible evidence for stakeholder engagement, funding justification, and policy arguments at local and national levels.

**Hotels & hospitality** — Hotels benefit from understanding the pipeline of group business influenced by DMO channels. With 41.5 million annual group room nights driven through DMO channels, hospitality operators can better forecast group occupancy, optimise inventory allocation, and align sales strategies with destination marketing activities.

**Travel tech & distribution** — DMO sales channel data clarifies the role of destination organizations in group bookings relative to other channels. Platforms and distributors can use this impact evidence to refine their positioning within the broader meeting and group travel ecosystem and identify partnership opportunities with DMO networks.

## Methodology and limits
Tourism Economics conducted the analysis using data from 116 DMOs representing approximately three-quarters of the US market. An econometric model was developed to project this substantial sample across remaining US markets, achieving national coverage. The study measured three metrics: booked room nights for future events, occurred room nights for events in each year (2009–2012), and total event counts. Figures are based on observed data and modelled projections. The study was updated in 2015 to include more recently booked and occurred room nights. This brief is based on publicly available summary information; the full PDF report is available for download.

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© Destinations International for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: http://destinationsinternational.org/reports/dmo-group-sales-channel-impact-study