Destination Optimization Program

Destination Optimization is a foundational initiative for DMOs aimed at improving the quality of your market’s organic representation across the major travel search and planning products, including Google, Yelp and TripAdvisor.

We believe that the destinations that recover fastest will be the ones that can help local businesses inspire consumer confidence to push interest into action. The program is particularly relevant as a proactive approach to assist economic recovery in your community and enable impacted businesses to have their best foot forward, digitally, as travel resumes. Destination Optimization programs typically qualify for recovery and grant fund use.

Comprehensive Destination Audit

The Audit demonstrates how visitors are searching for your destination and uncovers what they find when they do. This is critical to identifying the opportunities to improve the representation of their market. This evaluation includes: 

Google Travel

• Top Things to Do
• Hotel Finder
• Vacation Rentals Finder
• Recent photos

Google Maps & Street View

Business Listings on Google, Yelp, & Trip Advisor

• Completeness of critical data, hours, and health / safety measures
• Whether listing is claimed by the owner
• Missing / Closed / Temporarily closed statuses

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Six Month Activation Program

Miles provides the action steps needed to optimize the destination's presence over the course of Activation to: 

• Identify and address priority optimization action items
• Improve the completeness of local business listings
• Add missing businesses, points of interest, and facilities
• Identify critical missing images
• Create branded, trackable distribution of DMO's high-quality photos on Google
• Remove low-quality images from Google
• Train DMO team on Destination Optimization tools & best practices
• Provide updates on what's new in Destination Optimization
• Obtain access for the DMO to maintain listings for locations they manage
• Provide a dedicated Google Pixel phone for ongoing use
• Deliver results reporting

Industry Education & Support

Your local businesses’ Google Business profile is their single largest source of organic visibility online. Google My Business is foundational for businesses to reach their customers and inspire confidence and conversion. This program will provide digital upskilling for businesses (no limit on attendees) through:

Industry Workshops

• Two one-hour Google My Business training workshops for local businesses
• Recordings of the sessions provided for distribution

One-on-One Business Support

• Office Hours for businesses to connect directly with Miles for troubleshooting and support
• Assistance to unverified businesses to claim their Google Business Profile instantly

ADDED VALUE

• Access for business to Texas Travel Alliance-branded Google My Business Checkup self-assessment tool and Local Marketing Academy online resources

Program Pricing

Pricing is determined by the coverage area/number of accounts you'd like included in your audit.

Additional Options

Following the Destination Optimization program, DMOs may wish to consider ongoing support or additional services. All additional services will be offered at a 10% Texas Travel Alliance Member discount. 

• Additional six months of Activation Support
• Google Street View and 360s photo / virtual tour creation
• Additional industry workshops & in-person industry workshops
• Digital Marketing Acceleration Program for local businesses

To view a recorded demo, click here. 

Kim Palmer, Destination Optimization Program Director

(941) 342-2312 or Kim.Palmer@MilesPartnership.com