Beyond Bookings: Driving True Value in Tourism Through Lessons from the Auto Industry

Tourism marketers often focus on bookings, but what if that’s the wrong goal? This session will explore what tourism can learn from the automotive world. Using the auto industry’s tier 1–2–3 model as a lens (manufacturer–region–dealer), we’ll examine the parallels to state tourism offices, destinations, and finally hotels, and discuss why measuring intent isn’t enough.

This webinar will also cover how OTAs impact margins, why loyalty and retention matter more than ever, and how DMOs can shift their role, from chasing conversions to driving real demand and letting stakeholders close the deal. You'll leave with fresh thinking on how to measure the unmodeled value of your efforts and create strategies that lift your entire destination, not just room nights.

Join us for this insightful session to:

• Learn how to initiate strategic initiatives that maximize visitor value across your destination
• Understand how to drive stronger margin for hotels and local partners without relying on OTAs
• Explore ways to measure direct, unmodeled return from your marketing investments
• Reframe your DMO’s role from booking chaser to long-term value driver