Does your DMO have a ‘Frankenstack?’
Written by Geoff Easton
Does your DMO have a scary ‘Frankenstack’ or is it perfect and approachable? Creating the perfect tech stack for your DMO can be a confusing and expensive endeavor. If it’s not in your wheelhouse or skillset... let’s be honest, it’s a big pain. The digital landscape evolves rapidly, and staying ahead with the best solutions for your needs is crucial to remain competitive. Here’s my point of view for what you need for your DMO Tech Stack.
Scalability and Flexibility
The Destination space is evolving at an unprecedented pace. Are your tech tools keeping up? A robust, enterprise-grade CRM can scale with your organization, ensuring long-term adaptability. These platforms have the experience to accommodate everyone from start-ups to Fortune 500 companies. However, their complexity and steep learning curves can hinder adoption. In contrast, industry-specific CRMs provide streamlined solutions tailored to your exact needs.
The same applies to Content Management Systems (CMS). Some CMS platforms struggle to evolve with market trends, leaving your organization at a disadvantage. Can your provider keep pace with your next big pivot? Change is inevitable, and selecting a scalable, flexible CMS should be a proactive decision, not a reactive one.
My Recommendation:
Whenever possible, opt for an integrated CRM/CMS. In the Destination space, Simpleview is a widely recognized option, but ensuring compatibility with future growth, business model shifts, and awareness around long-term contracts is essential.
Integration Into Existing Tech Stack
Some tools deliver outstanding results but remain isolated, unable to integrate with your broader tech stack. For example, Google Suite remains a powerful option for small and medium-sized organizations due to its broad integration capabilities. However, its security and privacy concerns often make it unsuitable for government-affiliated organizations, where Outlook is the preferred choice due to its enhanced security compliance.
My Recommendation:
When evaluating new software, one of the top questions should always be: “Will this work with what I have now?” If the answer is no, proceed with extreme caution. Investing in a premium solution that lacks integration capabilities can lead to inefficiencies, additional costs, and operational bottlenecks.
Training and Support
The best software is only as good as its usability. Can your team quickly adopt and maximize its potential? What training methods align with your organization’s learning preferences? What are your expectations regarding support? Many DMOs prefer a dedicated support representative who understands their unique challenges. Clearly defining your needs is crucial in selecting the right level of training and support. Do you even know what you need?
My Recommendation:
Many software providers rely on chatbots as the first line of assistance, but their effectiveness varies significantly. Onshore support is increasingly rare, while community-driven solutions such as message boards and user forums can be valuable—if they are well-developed. If these ecosystems are lacking, troubleshooting can become a frustrating, time-consuming ordeal. Kingfisher can help streamline your support requirements and, in some cases, serve as your first line of assistance.
Cost and ROI
Big-brand solutions often offer comprehensive features, but their price tags can be staggering. Does the return on investment (ROI) justify the cost? On the flip side, smaller or ‘freemium’ tools may appear cost-effective but often come with hidden limitations in functionality, productivity, and scalability. Striking the perfect balance between cost and ROI is essential, especially in the DMO space, where budgets frequently undergo intense scrutiny.
My Recommendation:
Avoid large upfront investments whenever possible, and be wary of long-term subscription commitments, especially in uncertain economic climates. Consolidating multiple tools into a single, integrated platform can help reduce costs while maximizing value. Kingfisher specializes in assessing cost-effectiveness and value alignment, ensuring you make informed decisions that support your long-term objectives.
AI: The Future of Destination Marketing
Artificial Intelligence is reshaping the destination marketing landscape. Automation, precision targeting, content generation, and analytics are all being transformed by AI. The question isn’t whether AI will impact your tech stack—it already has. Instead, the real question is: Is your tech stack genuinely leveraging AI, or is it just a marketing gimmick?
The winners and losers in AI are emerging. Some tools will become obsolete almost overnight, while others will become indispensable. To remain competitive, organizations must continuously assess AI-driven solutions.
My Recommendation:
ChatGPT is one of the most accessible AI-powered content generation tools.
Stability AI provides cutting-edge image creation capabilities.
AI-driven analytics platforms offer real-time tracking, reporting, and enhanced decision-making insights.
The best approach is to establish a trusted AI provider while continuously validating the accuracy and effectiveness of AI-driven outputs. AI is not a ‘set-it-and-forget-it’ solution, it demands continuous evaluation and adaptation.
Geoff’s POV:
Adapt and check in on it monthly. Building the right DMO tech stack is not a one-time decision; it is an ongoing process that requires strategic planning, continuous assessment, and forward-thinking adaptation. Scalability, seamless integrations, user-friendly training and support, cost-efficiency, and AI adoption are all critical components in crafting the ideal tech stack. Whether you’re considering an upgrade or starting from scratch, ensuring your technology aligns with your organization’s long-term goals is essential. Surviving is important, thriving is elegant. Be Elegant!
