TTRA Partner Webinar: Rethinking DMO Metrics

AI is reshaping how travelers discover, evaluate and choose destinations, and challenging many of the metrics destination marketing organizations (DMOs) have traditionally relied on to measure success. As search behavior evolves, website traffic patterns shift and the roles of owned, paid and earned media become increasingly interconnected, DMOs need a more relevant way to understand and communicate marketing performance.

In this session, experts from Miles Partnership and industry partners will explore what destination marketing measurement should look like in an AI-driven landscape. Drawing on Miles’ work with leading DMOs and research and analysis from industry partners, the webinar will introduce a new framework for evaluating performance across channels.

Attendees will leave with a clearer understanding of which traditional metrics still matter, which need to evolve and what new signals DMOs should consider as they rethink how marketing impact is measured and reported.