I audit your websites


A number of people at the PCMA Canadian Innovation Conference in Victoria asked what Destination Doctor does. Quite simply I help hotels, off-site venues, convention centres and destinations hone their messaging to the meetings and incentive sector.

Often sales messages or how places position themselves don’t change over the decades. Sales reps are restricted to repeating certain selling points because these are considered standards. But these ideas can become stale, static or generic without a new twist or update to make them relevant to a new planner and younger attendee.

It’s worth revisiting the messaging because if a group previously passed on doing business with you, there’s no reason for them to reconsider you.

A second part of the messaging is accuracy in details. There’s a staggering amount of inconsistency in destination and property facts.

For example, in October I did a site inspection at a major meetings resort. The sales director told me they had 725,000 sq. ft. of meeting and event space. However, the press kit fact sheet says they have “600,000 sq. ft. of flexible meeting convention, exhibit and pre-function space”. The property fact sheets adds there is “263,772 sq. ft. of contiguous exhibition space”. That same fact sheet lists 17 restaurants and lounges on-site.

A glossy resort guide in the press kit lists 13 restaurants and lounges on one page, and 19 restaurants and lounges on another page. Another listing suggests the resort has 15 F&B outlets.

When I check the resort’s website it shows 19 restaurants and lounges. However, the website says they have 757,478 sq. ft. of meeting space vs the 600,000 on the printed fact sheet. Clicking another link on the site visitors are told “our hotel features more than 700,000 square feet of flexible meeting space”. It then says the exhibit hall offers over 260,000 sq. ft. of space. The mention of “over 260,000 sq. ft.” of space is confusing. Is it part of the 757,478 sq. ft. of meeting and event space or is it in addition to that figure? Could they have over a million sq. ft. of space?

CVent’s cover page says the resort’s largest meeting room is 150,746 sq. ft., but the meeting space totals “>100,000 sq. ft.” Clicking on the CVent resort link takes us to a page which says the property has 10,219 sq. m. which translates to 109,996 sq. ft.

So many numbers, so much inconsistency.

This confuses and frustrates planners. After my appearance on a Hot Topics panel at PCMA a planner told me she can’t consider a property that doesn’t have 200,000 sq. ft. of meeting space and she doesn’t have time to call every property to see if they qualify.

This inconsistency costs properties, venues and destinations money. Destination Doctor reviews your collateral material, websites and presentations to get you back on track so that you show your relevancy and potential to the industry.


By allanlynch

See you at PCMA Victoria

On November 19th I am participating in a panel at the PCMA Canadian Innovation Conference at the Fairmont Empress Hotel in Victoria. Our topic is Hot, Hot, Hot Meeting Trends.

My planner friends tell me PCMA hosts the most useful, dynamic education sessions of any professional events organization. I’m pleased to be part of it.

To find out more about the event, go here:




By allanlynch

Does your website work?

Everyone, every business and every place needs a website.

Whatever your digital marketing strategy, a website is the foundation for it. It’s the destination your messaging drives the public to and the place for web tire kickers to check you out.

It’s unfortunate that the majority of website owners are so bad at their messaging and content management. An extraordinary number companies, events and destinations throw a site on the web and think they’re done. At least that’s how they act.

According to Tekeye.uk there are 1.8 billion websites in existence. That’s one site for every four people on earth. And new sites are added, on average, of one every two seconds. That’s almost the birth rate.

Of all the websites in the world, only 172 million are considered active. Meaning they have regular updates and additions to content. This is down from 177 million active sites in 2015. So less than 10 percent of websites are active and have fresh content. And even then, less than one million sites account for 50 percent of all web traffic.

Interestingly,  among the top websites are The New York Times(29thplace), BBC (42nd), The Guardian(48th), CNN (50th), Huffington Post(51st), Forbes(65th), Washington Post(89th), The Telegraph(87th), Daily Mail(94th) and Reuters (95th). The leaders in on-line information and visitors are legacy media. These people have shown their ability to drive eyes to their information pool. Not only have they a large pool of information, what they post is accurate. Can that be said for your website?

Accuracy is not a universal trait in websites. The bulk of websites get no traffic beyond their owner clicking in, and even then, a lot of web owners don’t seem to check the value or accuracy of their content. For example, three years ago research lead me to the website for a large (470+ room), well-known ski resort. Among room amenities it lists in-room bathrooms! Is this a joke by the webmaster which was never caught or content provided by wildly inexperienced staff? However it made it to the website, in-room bathrooms is still listed as a guestroom amenity! How has no one in management caught this? Obviously, the property doesn’t/hasn’t read their site. So as a potential guest or corporate client, would anyone trust the information on the rest of the site?

Another issue for hotels and resorts is the inability to book accommodation. Again, a well-known U.S. ski resort’s website has the ability to book ski passes, but not a room. That property is building their competitors’ businesses.

These examples should lead website owners to a simple question: Is your site working for or against you? Is it accurate, does it tell your story and is it useful to existing and potential clients?

How many website owners have conducted an independent audit of their sites as part of a plan to maximize their investment in digital marketing? Destination Doctor performs such audits for independent hotels, chain properties and destination marketing organizations.

By allanlynch

Eggplant president urges web audits

It’s important for businesses to identify and remove “single points of failure” (SPOFs) from websites. That’s the message from Alex Painter, president of a website speed and performance testing company, Eggplant, to travel aggregator TravelMole.

In listing the issues which impact a website’s performance Painter addressed links and content that slow down connectivity and download speeds. He advised ensuring “static assets have long cache lifetimes” and getting “rid of non-essential content”.

Painter said, “If there is anything on your site that is redundant, get rid of it. It’s the excess baggage to your customers’ serene and speedy journey. Newer features are added more often than older features are removed, building up the number of unused scripts and styles. A full audit of your website or even just your key pages may not be possible at short notice, yet a brief check of the source code will most likely reveal some content that is not needed and could be removed.”

His bottom line is that spot checks and audits will make your site perform better and optimize conversion from clickers to customers. That applies to individual travelers as well as the corporate market. Is your web presence resonating for you or costing you business because of dated and/or irrelevant content? When was the last time your content was updated, fact-checked and read to see if it is on message?

Destination Doctor does affordable web audits for properties, destinations and venues.




Buyer consolidation is the travel disruptor

The head of Accor Hotels recently spoke about travel industry disruptors. He noted that these new global brands started with a blank sheet of paper and built on new technology that is better than had been used in that industry by people who decided they were going to conquer the world.

He observed that all the ‘old economy’ companies were burdened by standards and habits driven by legacy operations. Ninety percent did not invest in technology when they should have.

We are obsessed by numbers and “scale” or scaling up. It’s more, more, more. Two staggering numbers are 35,000 and 42. One study found that the typical North American adult makes 35,000 decisions a day! No wonder we’re exhausted by the end of it. Obviously, not all of these decisions are significant, but their volume has contributed to the concept of “decision fatigue”. Anyone who has had to research travel on the web knows that feeling.

Another study found that the typical U.S. traveler will visit 42 websites before booking a holiday.

These numbers suggest that decisions are based on significant volume of information which is sourced very briefly. If you notice on-line commercials, you’ll see that traditional 30- and 60-second commercials have been replaced by 4-, 5- and 15-second video messages.

This is disruptive information gathering and decision-making. And that puts pressure on corporate messaging.

Hand-in-hand with this disruption is the change in the booking chain. Thanks to mergers, acquisitions and collaborations, buyers are getting bigger.

Just in April 2018:

  • Bed Banks’ getabed and roomsXML merged;
  • Apple Leisure Group and The Mark Travel Corporation joined their dozen brands, which include Apple Leisure’s AMResorts, Apple Vacations, Travel Impressions, Unlimited Vacation Club, Funjet Vacations, Southwest Vacations, United Vacations and Trisept Solutions;
  • And Booking.com reached their five millionth listing of homes, apartments and other alternatives accommodation. Bookings.com make an average million bookings a day!

This disruptor growth, plus the volume of travel-related websites, blogs and posts puts pressure on travel sellers to sharpen their messages to withstand volume bullies and fleeting eyeballs.

There’s no point in having the latest technology if your message is tired, inaccurate and incomplete. Hotels, venues and destination management organizations can’t throw information on the web and expect it to work year-after-year without change, updating and refinement. Destination Doctor audits sites to ensure they work for the corporate market. We also consider the appeal and effectiveness for the F.I.T. market.

We focus on site content and organization. Our goal is to work within the existing site structure and design, so that content changes are quick, affordable and practical. You update, refresh and refurbish your properties, why not your messaging? Contact us.




Even the big guys get it wrong

Companies spend a lot of money for marketing. That doesn’t mean they always get it right.

A case in point is Scotiabank / Bank of Nova Scotia.

The Bank of Nova Scotia is the third largest bank in Canada. It employs over 89,000 people and has asset base in excess of $896 billion. As the name suggests it started out in the Province of Nova Scotia. While the executive offices are in Toronto, it maintains their original art deco headquarters building in downtown Halifax, directly across the street from the provincial Legislature.

Halifax is the capital of the Province of Nova Scotia. You would expect a company like The Bank of Nova Scotia to know that. Apparently not. The bank has run this ad:


in the provincial newspaper of record on June 28, July 5th, 12th and 19th.

The copy states: “… the Bank of Nova Scotia has changed the location of the designated office for the province of Halifax for purposes of …”

There is no “province of Halifax”.

You would expect that someone at the bank, in their marketing department, in their provincial management teams and the newspaper would read their own announcements and notice such an error. Instead, they repeat it.

People who are talented with technology don’t always appreciate what is important to a customer. So I launched a service to help hotels, convention centres, off-site venues, destination management companies and suppliers hone their messaging for the meetings, incentive and business events sector.

Much of the property and venue messaging has become mind-numbingly generic because one tech team copies what another team has put on the sites they built. As a consequence of this repetition messages gets weaker and weaker and less relevant to planners, who then hire third parties to send out automated RFPs as a way to save time in trying to wade through a pile of weak, inconsistent or irrelevant information.

If a company like Scotiabank fails to catch their mistake and repeats it over a prolonged period, what is happening with your messaging? Does your marketing serve your potential customer or add to their frustration?

My message audits work to clarify the main selling points, clear up confusion, fill in information holes and bolster your message to your market.

By allanlynch

Sector discussion says don’t trust hotel charts

Representatives from nine Canadian incentive houses begin their Journey of the Senses tour of India’s Golden Triangle organized by Creative Travel. (Allan Lynch photo)

A LinkedIn discussion is headlined: Hotel capacity charts – don’t trust them

For years professional meeting planners have complained about the poor quality information hotels – and convention centres – provide about their property. Whether hoteliers know and ignore this or are deaf to the complaints, planners are not happy with the industry’s incomplete and inaccurate information. Room capacity, number of spaces, size and other physical amenities are static and should be easily verifiable and accurate. But they’re not.

Twenty-eight North American planners learning about the seaside opportunities and unique spaces in Halifax. (Allan Lynch Photo)

Hoteliers tell me that meetings represent 30 percent of their revenue. So, why are properties not paying more attention to the sector? In a recent interview with a planner, who has experience with MPI and PCMA, I said it seems as if hotels don’t listen to clients. The planner replied, “They don’t.”

The current LinkedIn discussion includes these comments:

From a planner: “Meeting space is priority #1 for my group. I’ve received some very strange proposals over the years, trying to squeeze me into the wrong space.”

A VP of a Texas-based management services company: “My rule of thumb is to take whatever the hotel

More meeting planners discover Canada’s birthplace, Charlottetown. (Allan Lynch Photo)

suggests as capacity and cut it by 25%. For some reasons, most hotels are completely incapable of measuring the dimensions of their rooms accurately.”

A Kansas planner: “…been in the business for 35+ years and it’s always been a challenge.”

Another planner: “ I recently looked at a hotel’s event space that was advertised as fitting 40 people….but they failed to mention that it is an L-shaped space, so nearly 1/3 of the attendees would be around the corner from the speaker & projector.”

The Hyatt Ziva Los Cabos relaunches after a devastating hurricane closed the property for a year. (Allan Lynch Photo)

A hotelier responded: “on the Hotel Sales side of things, our capacity charts are not intended for what you are looking for. They are not designed to be a stand alone tool. These charts that hotels produce are used as a point of reference but more importantly to have people engage in a conversation about the event.”

In response to the above an events manager wrote: “the hotel capacity charts are often used by meeting planners who are considering properties to send RFPs. If they are not inherently realistic, they are wasting time. We all respect the sales pressure to acquire new business, but ceiling height, low chandeliers, posts, cut-outs for air-wall storage and low hanging air wall soffits are real issues not properly disclosed in sales brochures or web sites.”

My response to the hotelier who says capacity charts are not intended for the way planners use

One of the meeting spaces in Halifax’s refurbished Lord Nelson Hotel. (Allan Lynch Photo)

them is to ask if there is any caveat on the capacity charts warning planners not to take these dimensions seriously? How does a planner know these aren’t accurate? And if they’re not to be used in the manner planners use them, why are they there?

The idea of capacity charts as a place from which to start a conversation is a passé concept illustrating the disconnect between seller and buyer. Planners today are really time-pressed. They’re often pulling together a client proposal from the road or in the evening or on a weekend. They don’t have time or the inclination to call a property. They specifically don’t want to engage in any conversation with anyone they can’t first qualify.

The Charlottetown Convention Centre’s main ballroom. (Allan Lynch Photo)

On the flip side, hoteliers are frustrated that the traditional sales channels have been interrupted by the use of automated third party RFPs. Hotel sales managers are frustrated that they can’t suggest a better date and don’t know the client. I suggest planners are being driven to these third parties by the volume of bad information produced by properties.

There could be a lot less wasted time if accurate and thoughtful information targeted to this 30 percent of business were produced by sellers.

Whether you’re an independent or chain flag, an off-site venue, convention centre or destination marketing organization, I can help. I have 25 years experience covering the world’s meeting and incentive sector. I have listened to planners speak about their frustrations with suppliers and about what they want and need to know. Contact me:  nscelt@hotmail.com

Demand growing for web audits

To date the web audit service has been used by 10 hotels and resorts in three provinces and the destination marketing agency for a city in a fourth province. No fee has been greater than $500.

Hoteliers and marketers see the value in this service. More specifics are available in the Anniversaries and Audits article and from the web audit tab above.

To have your website audited for how well it services the meetings and incentive market, contact: nscelt@hotmail.com. Put “web audit” in the subject line.

By allanlynch

Anniversaries and audits


In a year of significant anniversaries: Montreal’s 375th, Canada 150th, and  the 65th mit-coveryear of The Queen’s reign. I have my own small anniversary.

This year I begin my 25th year writing about the meeting and incentive industry. My first article, a summary of Maritime meeting venues and ideas, appeared in the September 1992 issue of Meetings & Incentive Travel magazine. Since then I have written over 300 articles for M&IT.

Twenty years ago I began contributing to The Meeting Professional published by Meeting Professionals International. I also contributed to One+, which was The Meeting Professional under a different name.

For the last 13 years I have covered Eastern Canada for Association News.

association-news-cover-1I’ve written over 500 articles about places, people, ideas and industry trends. I enjoy the industry’s creativity and inventiveness.

My research has had me crisscross North America, travel extensively in Europe, and venture as far as South Africa, Hong Kong, China and India. I’ve done over 1,200 site inspections of hotels, convention centres and off-site venues in 85 cities in 27 countries.

My work has appeared in: Meetings & Incentive Travel (Toronto), Meetings Incentives International (Toronto), Corporate Travel (Toronto), ignite (Toronto), Association News (Los Angeles), The Meeting Professional / One + (Dallas), Sports Travel (Los Angeles), Executive Traveler (US), Golf Event (US), Incentives & Meetings International (US), Motivation Strategies (US), Meetings and Conventions ((US) and Progress (Halifax). I have also provided custom content for VisitBritain, Atout France, Destination Halifax, Scottsdale, mpi-coverNewfoundland Tourism and Caesar’s Entertainment.

The interviews and travels with planners, partners and suppliers are supplemented by background fact-checking of websites.

It is astonishing that static details about a property or a venue are so often inconsistent, inaccurate and/or lacking sellable details. Planners and incentive house reps have long complained about this and my on-line research leads me to share their frustration.

For example, for back-to-back assignments in November/December 2015 I visited 128 websites belonging to hotels, destinations, convention centres and off-site venues. Only 11 had information I could confirm or find. Year-after-year these on-line problems persist.

executive-traveler-coverFor this research a destination’s marketing organization (DMO) supplied a capacity chart for the city’s major hotels (room count, meeting space summary). One 200-room hotel showed 0 meeting space. I knew that wasn’t right. I contacted the hotel. My contact confirmed that they had 2,700 sq. ft. of meeting space. I later found a meetings page for this property which said they had 5,000 sq. ft. of meeting space. Another web page listed capacity at 4,000 sq. ft., yet adding up the individual room capacities listed on their meeting room inventory showed 4,377 sq. ft. of meeting space. They variously are said to have five and seven meeting rooms. The following year, the same DMO’s capacity chart didn’t list this property because the destination still believes the hotel doesn’t have meeting space. And neither the hotel or marketing people notice!

Another property’s website says it has six meeting rooms and 9,000 sq. ft. of space. However, theirsports-travel-cover capacity chart lists seven rooms totaling 12,399 sq. ft. of meeting space. Another list says this property has 11,000 sq. ft. of space spread over five rooms. Web pages for a third city property show its meeting capacity ranges from 20,000, 21,631, 21,742, 22,000 to 28,000 sq. ft.!

These inconsistent numbers are only part of the problems with property, destination and supplier websites.

Meeting planners and incentive house reps constantly complain about the quality of information potential suppliers provide. It makes their work harder. Often planners are working in the evening, on a weekend or during a long layover to pull together a client proposal. They don’t have the opportunity to contact a property or destination to confirm facts. And, since they often only need one or two numbers, they don’t want to waste their time making the call and engaging in the usual niceties of a business conversation. Consequently, destinations and properties are dropped from consideration.

golf-how-to-guide-coverPlanners have said to me, “If you don’t know how big you are, what other details will you get wrong?”

The comic strip Pogo famously said, “We have seen the enemy and he is us.”

Based on industry frustrations I have conducted web audits for hotels and suppliers to ensure their facts are uniform, accurate and presented in a meaningful way for clients.

The good news is that the fix doesn’t generally scottsdale-coverinvolve rebuilding a website, it’s about working with in-house tech experts and sales to hone the content. It is simple, quick and inexpensive. For first contact, write: nscelt@hotmail.com. Put “audit” in the subject line.

Pop up events: going in the box to be out-of-the-box

In recent years the events industry has rethought meetings technology, program elements, where and how groups meet to room design. Mirroring these changes is a society which has embraced a new style of creative collaboration among colleagues, active participation in micro-lending for new enterprises and social causes via crowdsourcing, championing the growth in gourmet food trucks as well as flash mobs and pop up events.

This container bar on the Halifax waterfront shows how stylish a pop up venue can be. (Allan Lynch Photo)

This container bar on the Halifax waterfront shows how stylish a pop up venue can be. (Allan Lynch Photo)

So, in the continuing quest for event hosts to appeal to a mobile, independently-minded attendee, could the next big innovation not merely be out-of-the-box thinking, but a reinvention of the box? Specifically, considering the potential role of shipping containers as actual pop up venues.

Shipping containers are in vogue as a quick, low-cost, study alternative to temporary and permanent facilities. For example, in London, containers have been rehabbed for housing for the homeless. Other places have created pop-up malls and office complexes. A British company, Snoozebox, provides pop-up hotels of up to 200 rooms for events across the UK and Europe. In Canada, permanent container hotels have been built in remote areas to provide instant accommodation for oil patch workers. And the summer of 2016 saw the launch of Area 506, a total pop up event in Saint John, New Brunswick.

Area 506 could be the harbinger of a wider trend. Or at least be an adaptable idea for destinations rich in under-utilized land, and weak in large built infrastructure.

“506” is the area code for the province of New Brunswick. Event chairman Ray Gracewood says, “In my past life I was involved with a locally made product. I came to the conclusion we didn’t really have an opportunity to celebrate our incredible, locally-made products. So basically we put our heads together as small committee and thought if we were to have an event in New Brunswick what would it look like? That’s how we came up with Area 506. Area 506 would be a celebration of all things New Brunswick and pride of place that we’ve bucketed into three groups: music, culture and goods.”

To accomplish this, Gracewood’s group of volunteers, with the backing of Destination Saint John, the city’s marketing department, organized a two-and-a-half day event in July. Ground Zero was a container village set up on Long Wharf on the city’s harbour front. Gracewood says, “I think the idea starts here. Where the idea evolves over time will be up to the city, the community and the businesses. The thinking long term is more of a question than a statement. But wouldn’t it be cool if we had a summer-long build of shipping containers that were essentially pop-up shops and hotels and other structures that make a village within a city?”

While the village was the focus, organizers didn’t turn their back on local businesses. They launched a Passport Program with nearby restaurants, shops and venues that encouraged village visitors to collect partner stamps, which were redeemable for rewards at the village.

The event utilized food trucks for a food court and borrowed 100 containers from local shipping firms to form, what Destination Saint John executive director Victoria Clark describes as “a steel fortress” which guided pedestrian traffic flow and provided a secure perimeter for the 30,000 people who attended this first-time event (the City of Saint John has a resident population of 65,000).

Because these were borrowed containers Clark says, “We didn’t alter these shipping containers in any way. So you could only get in and out of them on one narrow end, but people used them as they saw fit.” A painter and musician used one for a gallery/concert space, while some businesses set up retail shops inside.

Matt White of the Sussex Beard Oil Company is one of the out-of-box-in-the-container entrepreneurs who attended. White was just off a successful appearance on Dragon’s Den (the Canadian version of Shark Tank) where his business plan attracted the support of two Dragons. He so quickly bought into the idea he didn’t plan what to do until he was on-site. “I hadn’t thought ahead, as usual. When I got there I opened up my container. I think I got a new container. There was no smell, the walls were fresh paint and I thought this was paradise. So I set my store up inside it. I had a barber with me” and for the two days he sold product and offered haircuts and male makeovers.

As an exhibitor White wholeheartedly embraced the container event idea. “I like different. It didn’t matter if I lost a finger I would have enjoyed myself. The concept gave what I call a dog whistle tilt to people as they came in. You know how when you blow a whistle a dog tilts their head? People do that when they see something new. I saw that a lot through the weekend. Everybody loved the idea.”

White already plans a return for 2017. He is such a fan that he is working on a secret project that sounds very much like he could travel the province with his own pop up shop/barbershop.

The pop-up event idea is already gaining momentum. In Halifax, Nova Scotia, Eric Stotts, a Boston-trained architect and partner in Skin + Bones Building Design, says, “I can’t disclose who it is, but we’re working with a government agency, planning a big trade show, to develop the model of five containers to be used for a week at a location here in Halifax.” Part of the discussions are on merits of a lease versus ownership scheme for the containers.

Stotts, who has experience rehabbing several containers into pop up bars and beer gardens, says, “They’re a joy to work with. There’s no lack of them, they’re extraordinarily malleable and the options are almost unlimited. Containers provide flexibility, adaptability and transportability and plug in nicely to a lot of under-utilized spaces of potential, like derelict sites. You can take a vacant lot that was an eyesore and in a month have converted it into a stellar public space.”

With the addition of solar panels exhibitors could have a strong, secure, mobile and environmentally friendly trade show booth.

A pop-up event village could be a game changer for many groups and destinations.