With the anticipation that travel destinations will be gradually reopening, destination marketing organizations (DMO) leaders are faced with difficult questions as they determine when – and if – inviting media and influencers back into market is appropriate.
“The landscape is evolving quickly and DMOs and their agencies must remain nimble in responding to trends" said Marty McDonald, executive vice president and leader of the agency’s tourism practice. "Navigating responsibility and risk is critical right now, so we thought it would be beneficial to provide some high-level guidance as destinations move toward reopening.”
Ensuring an optimal visit experience, with some attractions and restaurants being closed temporarily, was the top concern of DMOs responding to the survey. Alleviate this worry by taking a heavier hand with itinerary building and being completely transparent about what is open vs. what is not. Creating a temporary “media pass”-type guide of approved stops – which, ideally, you or someone on your staff has visited personally – will help guide media and influencers to the locales that will best showcase the destination.
It’s no secret that many DMOs’ budgets have been cut significantly across the board, with FAMs often a top out-of-pocket line item eliminated or on hold. Get creative with targeting during this time, seeking out hyperlocal influencers who may be open to bartering deliverables – like imagery and/or social media content – in exchange for a visit. Also focus on drive-market targets who could easily visit via a road trip (or even day trip) to help control costs. Finally, consider collaborating with nearby destinations to create a multi-stop road trip FAM.
This is one of the hottest issues in the tourism industry right now, with many unsure of their destination’s liability should a media/ influencer contract COVID-19 while in market and incur additional costs as a result (extended lodging stays, for instance). According to Susan Rector, an attorney with Peterson Conners LLP who has been closely following this issue, standard negligence law applies – meaning that there would only be liability if the destination failed to follow the readily available guidance as to how to prevent the transmission of COVID-19 – but it never hurts to have a waiver in place to ensure both parties are aware of the risks.
This is one of the hottest issues in the tourism industry right now, with many unsure of their destination’s liability should a media/ influencer contract COVID-19 while in market and incur additional costs as a result (extended lodging stays, for instance). According to Susan Rector, an attorney with Peterson Conners LLP who has been closely following this issue, standard negligence law applies – meaning that there would only be liability if the destination failed to follow the readily available guidance as to how to prevent the transmission of COVID-19 – but it never hurts to have a waiver in place to ensure both parties are aware of the risks. To access template legal waiver DMOs can use as they consider hosting media and influencers, visit Events.FahlgrenMortine.com/TourismNews.
It goes without saying that we are people first and destination markets second, so we need to be mindful of health and safety when inviting media/influencers – and consumers – into our destinations. This includes things like working closely with partners to ensure they are aware of and complying with the appropriate protocols and shifting to custom FAM visits instead of group FAMs. Monitoring CDC guidelines closely and evolving your hosting program accordingly should be a top priority.
Read our full survey with DMO leaders: Top DMO FAM Concerns during COVID-19 Pandemic
You can view an infographic illustrating these recommendations here.