Imagine having access to empirical data to objectively understand your destination’s position within your competitive set. The DACC/DAMM analysis, provided by 2Synergize, a Simpleview consulting agency, delivers just that.
The analysis was established by Dr. George Fenich, a former tourism and hospitality professor at the University of New Orleans. 2Synergize partnered with Dr. Fenich and purchased the data intelligence in 2019 to expand the delivery of DACC/DAMMM analysis as part of its suite of products and consulting services to enhance destination sales strategy.
DACC analysis helps sales and marketing teams assess how a destination ranks across more than 40 meeting attendees influencing variables — including hotel package, convention center capacity, transportation options, travel costs, and a plethora of destination amenities.
Destination marketing organizations (DMOs) can use these vital rankings to highlight the strengths and address weaknesses when engaging with meeting planners.
The DAMMM analysis then uses those attractor variables to determine the destination’s fair share of consumption room nights, comparing all cities’ performance compared to twenty competitive cities based on the variables. While DMOs often focus on sales production goals, their hotel stakeholders prioritize room volume for specific years. The DAMM helps align these objectives, provides common language and reasoning, and informs the sales team of their fair share based on attractors and room night consumption.
What This Means for You
Engaging in this analysis can create eye-opening new learnings for destinations that have never considered where they rank nationally against their competitive set. It can also be useful in a destination where you have a new or expanded convention center or new hotel product coming into the marketplace, as well as using the analysis to make the case to stakeholders for new development in your center and/or hotel offerings. This tool also allows you to understand if your fair share is close to what you are currently consuming in your destination, or if you are over or underperforming.
Engaging stakeholders, informing your team, and better communication with customers — whatever your aim, the DACC/DAMMM analysis can arm you with data and speaking points to be more informed and strategic in your approach.
