Incentives and Advertising Work, But Not Alone Planners acknowledge that incentives such as cash offers or concessions can “move the needle,” but they’re not a one-size-fits-all solution. Meanwhile, consistent advertising campaigns significantly reshape percep- tions of destinations, particularly those with prior reputation challenges. Planners who recall seeing ads for a destination are much more likely to perceive it positively.
• Planners have successfully convinced decision-makers to select a previously rejected destination by offering a strong business case, evidence or emotional appeal.
• Ad recall has proven especially effective for destinations that have faced perception issues previously and rebuilt their reputation through targeted marketing.
Cash Incentives and Concessions Improve Consideration of Destinations with Reputational Issues
60.5%
26.5%
Strongly agree
34.0%
Agree
Neutral
23.5%
12.8%
Disagree
Strongly Disagree
3.3%
0%
20%
40%
60%
If you were advising a meetings destination that is dealing with challenging perception issues on how to rehabilitate their brand, what would you recommend they do?
10 | DESTINATION REPUTATION & SENTIMENT STUDY
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