Schedule

Planner expectations have shifted. Competition for group business is sharper. And most CVB marketing teams are being asked to prove more with fewer resources than ever before.
This 90-minute roundtable is a working session, not a lecture. Peer-driven and powered by real Cvent marketplace data, the conversation surfaces what's actually changing in how destinations attract and win meeting business — and what you can do about it.
You won't sit through slides. You'll compare notes with peers, surface patterns across markets, and leave with a sharper read on what to change, what to double down on, and at least one idea you can bring back to your team next week.

Travel marketing still treats the moments that inspire travelers and the moments they book as separate worlds, managed through different budgets, partners, KPIs, and measurement. While awareness builds demand and conversion captures it, connecting the two remains one of the industry’s biggest challenges. This roundtable will explore how destinations are bridging that gap, what’s changing as media, commerce, and measurement become more integrated, and what it will take, organizationally and strategically, to move beyond reporting campaign activity and toward proving marketing’s impact on visitation, bookings, and long-term destination growth. The discussion will include lessons from Enjoy Illinois’ "Meet in the Middle Day" program, which successfully linked brand storytelling, partnership marketing and travel booking behavior to demonstrate measurable business impact.

Destination websites continue to play a critical role, but their purpose is evolving. As travelers increasingly discover destinations through AI, search, social media and other channels, what should destination websites do best? Join this peer discussion to explore how organizations are rethinking content, user experience, personalization, accessibility, and website strategy to better serve today's travelers and support broader marketing goals.