Purpose

With vaccines within reach for many, consumer sentiment research is beginning to reveal a glimmer of hope that leisure travel may begin to bounce back later this year. How much later, of course, is the question.

At this moment last year, most of us were blissfully unaware of what was about to befall us all. Within a month, it became painfully clear what was to come was worse than anybody could have forecasted. And, over the next several months, we encouraged DMOs and their Boards to take the opportunity to establish themselves as the community leaders we were becoming, as many DMOs raced to the aid of independent small businesses.

In some communities, that happened…but it certainly wasn’t as universal as I expected. And, as I’ve suggested, I believe that’s because, while the hospitality and travel industry has been decimated, most of America has only been inconvenienced. The vast majority haven’t felt the pain. My kids haven’t missed a paycheck. And while they all once did, they no longer work in hospitality. They have empathy…but, like so many Americans still employed, it doesn’t touch them as it would if they still worked in the hospitality sector.

But, my point is, we need to reassess how we are communicating the value of DMOs...because it’s still not getting through. And, I’m becoming more convinced we need to take the concept of being a Community Shared Value....and go even further. Today, I’m reflecting upon a video conversation with Sanjay Sood of the UCLA Anderson School of Management.

Just before the holidays, BVK released a set of videos called “Destination Tailwind” in which they suggest that DMOs need to re-think how we do business. The first video features our friend Erin Francis-Cummings of Destination Analysts, who shares research findings culled from 240 DMO executives, the majority of whom believe they must change their business models…but many believe the challenge to be daunting. The third video features yours truly, in which we discuss our manifesto that suggests an umbrella alliance approach to community development that we released last summer.

The second video in the series features Sanjay…and his work in the field of brand purpose.

Indeed, in our Strategic Planning work with DMOs, we are now adding “Purpose” to our conversations regarding Vision and Mission. And, it’s because Sanjay made it crystal clear in this video…Mission is what we do. Purpose is what we stand for; it is our North Star. Mission focuses inward. Mission is about driving room nights, visitation and economic growth…all things to which consumers and residents don't relate. Purpose is about the consumers we court. Purpose is about the community we serve.

As we share with the Boards with whom we work, Vision is about what you aspire to be and Mission keeps you focused on the job at hand. But, we’ll now add that Purpose drives our next steps. Purpose leads us forward. Purpose keeps us focused on what’s most important to our customers, clients, consumers and community.

And, in these days when we are all itching to get back in the game and start marketing our destinations (when less than half of residents want us to), Purpose makes us less opportunistic and more strategic in our decisions.

If we are purposeful, we eschew the easy path of focusing on the acquisition of new clients. Instead, we target high value customers that offer a lifetime values…not just a one-off.

And, if we are purposeful, we will likely develop a workplace in which employees will find their true calling and not be as easily swayed by lucrative offers from the private sector. They will buy into to the purpose because they believe in the cause; not because it’s just a cool gig.

According to a study by Accenture, 63% of consumers want to buy from a company that shares their values. If a DMO’s purpose is to showcase a community’s strengths, assets and soul, who in the world can argue with that? And in the story we tell, with the passion it deserves, our purpose is revealed.

Quality of Life and Place.

“If you build a place…”

Check out Sanjay’s video. And, let’s make 2021 the year that we focus on “Purpose.”