When destination marketing organizations (DMOs) choose their travel technology partners, one key factor can make all the difference: professionals who have firsthand experience working within a DMO.
These former DMO employees bring a deep understanding of the unique challenges, goals, and workflows that define destination marketing. From navigating stakeholder relationships to optimizing CRM systems, their inside perspective has shown them what success looks like on the ground — and that insight helps bridge the gap between travel tech and real-world application.
Meet Terri Roberts
Roberts, program manager at 2Synergize, brings a wealth of destination marketing experience to her current role — rooted in her time at the San Diego Tourism Authority. Like many in the industry, Roberts transitioned from the hotel sector to the DMO world, where she focused on transforming the site inspection process into a more immersive “site experience.”
Her DMO background continues to shape her work, especially in how she advocates for the value DMOs bring to meetings and events. She emphasizes the strategic advantage of working with local experts who understand the full scope of a destination’s offerings.
Most of us have a hard time appreciating the full picture of DMO responsibility ... The best opportunity to execute any meeting well in any destination is through your DMO sales professional.”
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