ACTION 1: Create Thinking Time and Kill Your Romance

The greatest barrier to AI adoption in DMOs isn't technological, it's psychological. It's human nature to romanticize our traditional ways of working and attribute our success to factors that may no longer be relevant.

Consider the typical DMO bid process. For years, success has been measured by meticulously assembling venue details, hotel room blocks, and dining recommendations. Teams take pride in crafting custom proposals showcasing destination expertise.

But what happens when AI can generate a comprehensive, personalized bid package in minutes rather than weeks? Is our value truly in the manual assembly of information, or in something deeper?

Creating Intentional Thinking Space

The first step toward embracing AI is creating dedicated thinking time to honestly examine which aspects of our work create genuine value and which could be enhanced or replaced by technology.

Here's how to implement this essential practice:

1. Schedule a full day away from operations with your leadership team. Block the time, leave your office, and find a space conducive to big-picture thinking.
2. Pose these critical questions:
   • If AI could instantly generate personalized proposals, what would make planners still choose to work with us?
   • Which aspects of our work require uniquely human judgment and emotional intelligence?
   • What parts of our processes are we proud of because they're difficult versus because they create exceptional value?
   • Where do our clients truly find the most value in our services?
3. Map your current workflows and identify which elements:
   • Could be enhanced by AI
   • Could be replaced by AI
   • Will remain distinctly human
4. Identify sacred cows that might need to be sacrificed—processes unchanged for years because "that's how we've always done it," not because they're most effective.

Case Study: Reimagining the Site Visit

Consider a hypothetical DMO that prided itself on meticulously planned site visit itineraries. After honest analysis, they realized clients primarily valued the DMO's ability to understand specific needs and connect them with the right local partners. The logistics were secondary.

This led them to develop an AI-powered platform handling scheduling logistics, freeing their team to focus on deeper client consultation. The result? Higher satisfaction scores, improved conversion rates, and a more fulfilled team focusing on higher-value activities.

The Hard Truth

Many tasks currently occupying your team's time are ripe for automation. This isn't a reflection on your team's abilities—it's an opportunity to elevate their work to a more strategic level.

Your Next Steps

1. Schedule your thinking day within the next month. Make it mandatory for key decision-makers.
2. Document your current processes in detail as the foundation for your analysis.
3. Invite an outside facilitator (you know who they are) if possible to ask challenging questions beyond your comfort zones.
4. End with specific actions, including processes to examine, potential AI applications, and ongoing evaluation commitments.

Remember, the goal isn't replacing your team with technology. It's about freeing them from routine tasks to focus on strategic, creative, and relationship-driven work that truly differentiates your DMO.

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