Convention Sales and Marketing Activities Study
At a glance
- Survey of 180 destination and convention organisations across US and Canada examining meetings sales, marketing and services practices.
- Covers sales programmes, digital activities, attendance marketing support, onsite convention services, revenues and expenses.
- Addresses incentive fund trends, allocation policies, performance reporting and operational challenges in convention sales functions.
- Largest comprehensive study of its kind on destination meetings and convention sales, marketing and services strategies.
What the report covers
Destinations International's Convention Sales & Marketing Activities Study is the most comprehensive examination of destination meetings and convention sales, marketing and services practices in North America. The research provides DMOs and convention centres with benchmarking data and strategic guidance for sales, marketing and services programme planning, budgeting and performance measurement.
Key findings
The study surveyed 529 US and Canadian CVBs and 97 convention centres in September 2013. A total of 180 organisations responded: 136 CVBs with a meetings and convention sales function, 30 convention centres and 14 combined CVB/convention centre entities. This represents the largest sample ever assembled for research on destination convention sales and marketing practices.
The report examines sales and marketing programmes, including both traditional and online/digital activities undertaken by destination organisations. It provides comprehensive data on the strategies, channels and tools deployed by sales teams to attract and service meetings and convention business.
The study documents attendance marketing support and onsite convention services offered by destination organisations and convention centres. It captures the full range of customer-facing services and support mechanisms designed to enhance delegate experience and event success.
The research collects data on revenues and expenses associated with convention sales and marketing operations. It also analyses incentive fund trends and allocation policies, providing destinations with insights into funding mechanisms and budget allocation strategies used by peer organisations.
The study addresses performance reporting practices and identifies key challenges and opportunities facing convention sales and marketing functions. This allows destinations to benchmark their operational approaches and identify emerging trends affecting the meetings industry.
Key numbers
| Metric | Value |
|---|---|
| Survey respondents | 180 organisations |
| CVBs with meetings and convention sales function responding | 136 organisations |
| Convention centres responding | 30 organisations |
| Combined CVB/convention centres responding | 14 organisations |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
This study provides DMOs with comprehensive benchmarking data on convention sales, marketing and services practices. Access to peer comparisons on budgeting, staffing, incentive fund allocation, digital strategies and performance metrics enables destinations to assess operational efficiency, identify best practices and guide strategic planning decisions for meetings and convention programmes.
Hotels & hospitality
Hotel groups benefit from understanding destination-level convention sales and marketing strategies that drive group business and delegate attendance. The study's data on onsite services, marketing support and incentive fund policies provides hospitality suppliers insight into how destinations attract and service conventions, informing their own sales partnerships and service delivery approaches.
Travel tech & distribution
Technology providers can use this research to understand the digital and online activities deployed by destination sales teams for convention marketing. The comprehensive assessment of sales and marketing programmes identifies opportunities for software, platforms and distribution tools supporting convention sales, marketing automation, delegate engagement and event management functions.
Methodology and limits
An online survey was distributed in September 2013 to 529 US and Canadian convention and visitors bureaux (CVBs) and 97 US and Canadian convention centres. The survey achieved 180 responses, comprising 136 CVBs with meetings sales functions, 30 convention centres and 14 combined CVB/convention centre organisations. The study is descriptive and observational, presenting aggregated findings from respondent data without comparative historical analysis or forecasting.
Official source
The report is © Destinations International. This brief is an original editorial summary by TourismIntel — it quotes only figures published in the source and never reproduces the document.
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