Is This the Right Destination for Your Meeting?
Choosing a destination is one of the most critical decisions a meeting planner makes. The location sets the tone, influences attendance, and directly impacts your budget. But with so many options, how do you move beyond beautiful pictures and compelling proposals to find the one that truly aligns with your event’s strategic goals? A thorough destination evaluation is essential.
This guide provides a structured framework—a “Destination Fit Test”—to help you analyze potential locations with clarity and confidence. We will walk through the key indicators that signal a strong match, identify potential dealbreakers, and provide a checklist of questions to ask both the Convention & Visitors Bureau (CVB) and your own leadership team. By the end, you’ll have a repeatable process for making smarter, more strategic sourcing decisions.
Match the Destination to Your Goals
Before you even think about sending out an RFP, the first step in any destination fit analysis is to revisit your event’s core purpose. A destination isn’t just a backdrop; it’s an active partner in achieving your objectives. The right city or resort should amplify your message and enhance the attendee experience, not distract from it.
Consider these foundational questions:
- What is the primary goal of this meeting? Is it training, networking, a sales kickoff, a product launch, or an incentive trip? An intensive training program requires a focused, distraction-free environment, while an incentive trip should feel aspirational and rewarding.
- Who is your audience? Analyze their demographics, career levels, and past event feedback. A younger, tech-focused group might thrive in a vibrant, walkable downtown, while senior executives may prefer the exclusivity and amenities of a luxury resort.
- What is the desired tone and energy? Do you want the atmosphere to be high-energy and exciting, or relaxed and restorative? The destination’s character—from the laid-back vibe of a beach town to the bustling energy of a major metropolis—should mirror the experience you want to create.
Aligning the destination with these core goals is the first and most important filter. A location that looks great on paper but clashes with your event’s purpose is a recipe for a disjointed and ineffective program.
Key Indicators of a Good Destination Fit
Once you have clarity on your goals, you can start evaluating potential destinations against key practical and strategic criteria. A strong candidate will perform well across several of these areas, signaling a good potential partnership.
Accessibility and Airlift
This is often the first logistical hurdle. A destination must be reasonably easy and affordable for the majority of your attendees to reach.
- Major Airport: Does the city have a major international airport with direct flights from key departure cities?
- Flight Availability: Are there multiple flight options throughout the day from various carriers? A lack of competition can lead to inflated airfares.
- Ground Transportation: How far is the airport from the primary conference hotels and venues? Evaluate the availability and cost of taxis, ride-sharing services, and public transit. A 90-minute transfer can quickly sour an attendee’s arrival experience.
Venue and Hotel Infrastructure
The destination must have the physical capacity to host your group comfortably and effectively.
- Sufficient Inventory: Are there enough hotel rooms of the required quality within a reasonable distance of the main venue? For a city-wide conference, this means a compact hotel package.
- Meeting Space: Does the convention center or hotel have the right combination of spaces? Look at the size and flexibility of ballrooms, breakout rooms, and informal networking areas.
- Modern Amenities: Are the venues equipped with modern technology, strong Wi-Fi, and the power capabilities needed for today’s productions?
Cost and Value
While budget is always a factor, the focus should be on overall value, not just the lowest price.
- Hotel Rates and Taxes: Research the average daily rates (ADR), occupancy taxes, and resort fees. These can vary significantly from city to city.
- F&B and Labor Costs: What are the typical food and beverage minimums? Are unions a factor, and how will that impact your budget for labor and AV?
- Overall Affordability: Consider the “soft costs” for attendees, such as the price of a meal at a local restaurant or a cup of coffee. An expensive city can negatively impact the attendee experience, especially if many are paying their own way.
Destination Appeal and Activities
What does the destination offer outside the meeting rooms? A great location provides opportunities for memorable experiences.
- Local Culture: Does the city have a unique character, with interesting dining, arts, or entertainment options?
- Off-site Venues: Are there unique venues for evening events or team-building activities that align with your brand and budget?
- Walkability: Can attendees easily and safely walk from their hotels to restaurants and attractions? A walkable city encourages networking and exploration.
Red Flags and Potential Dealbreakers
Just as important as identifying positive indicators is recognizing the red flags that could jeopardize your event. Some issues are minor inconveniences, while others are absolute dealbreakers.
- City-Wide Conflicts: Always check the CVB calendar for other large groups, city-wide festivals, or major sporting events that coincide with your dates. Competing events can strain hotel inventory, drive up costs, and create logistical nightmares.
- Safety and Security Concerns: The safety of your attendees is non-negotiable. Research the destination’s reputation and pay close attention to the security of the specific neighborhoods where your hotels and venues are located.
- Misaligned Brand Identity: Does the destination’s public image conflict with your company’s values? For example, a company focused on sustainability might avoid a destination with a poor environmental record.
- Poor Past Performance: Talk to other planners who have recently hosted events in the destination. A pattern of negative feedback about service, vendor quality, or CVB support is a major warning sign.
Key Questions to Ask the CVB
Your Convention & Visitors Bureau (CVB) or Destination Marketing Organization (DMO) is your most valuable partner in the destination evaluation process. They should be your first call. Be prepared with a list of strategic questions to gauge not only what the destination offers, but also how supportive they will be as a partner.
- What major events or conventions are currently booked over our preferred and secondary dates?
- Can you provide a list of hotels that meet our criteria and are available over our dates?
- What is the average hotel rate and occupancy for this time of year?
- What incentives or support (financial or logistical) can the CVB offer for a group of our size and scope?
- What are the key logistical challenges we should be aware of (e.g., traffic patterns, local ordinances)?
- Can you connect us with planners from similar groups who have recently met in your destination?
- What makes your destination uniquely suited to an audience of [describe your attendees]?
A proactive, transparent, and service-oriented CVB is a strong indicator of a positive planning experience.
Your Internal Leadership Checklist
Finally, before making a commitment, you need to ensure alignment with your internal stakeholders. Present your top two or three choices to your leadership team with a clear, data-backed recommendation.
Use this checklist to guide the conversation:
- Strategic Alignment: Have we clearly demonstrated how this destination supports the meeting’s primary goals?
- Budget Approval: Have we presented a realistic preliminary budget that accounts for all major costs, including potential risks?
- Risk Assessment: Have we identified the primary risks associated with this destination and presented a mitigation plan?
- Attendee Experience: Can we articulate how this location will create a positive and memorable experience for our attendees?
- Stakeholder Buy-In: Does our executive team agree that this destination is the right choice for the company and the event?
Make Your Decision with Confidence
Choosing a destination is a complex decision with long-term consequences. By replacing guesswork with a structured destination evaluation framework, you can mitigate risks, ensure strategic alignment, and build a strong foundation for a successful event. This “Destination Fit Test” empowers you to look past the surface and select a location that will not only meet your logistical needs but also elevate your message and inspire your attendees.
