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.