One of the best presentations at the recent PhoCusWright Executive Conference was by Rod Cuthbert the CEO of Viator. His company has managed to make all those important elements of a vacation bookable in advance. But what impressed me most is his company’s take on travel, namely that visitors want to be travelers rather than tourists. This simply means they want to experience a destination as insiders. DMOs by and large share this philosophy and many take this approach in their marketing.
This begs the question why they don’t integrate a booking functionality on their sites for the kinds of products that Viator offers? After all they can get all the relevant information on the DMO site, so why not take the next step and capture that business. I’ve encouraged Viator to look at DMOs as a future business source and am curious to follow the progress of what I consider to be a winning relationship with great customer benefit.