Destination Marketing Podcast 401: Live at ESTO: Are DMO Websites Doomed? AI, Paid vs. Owned, and the Fight for Relevance
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Sep 16, 2025 Stuart and Adam bring a lively debate to the stage, tackling the fate of DMO websites in the next five years. They question if these platforms will become irrelevant, citing a shift towards AI and mobile experiences. The duo discusses the evolving purpose of websites, emphasizing trust and data collection. The conversation then shifts to the declining ROI of paid media, with conflicting views on its effectiveness. Audience insights highlight the necessity of creative quality for successful campaigns. Lively polls and humor spice up this engaging discussion!
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Websites Must Evolve Or Fade
- Websites as we know them risk irrelevance because they often serve stakeholders not visitors and haven't meaningfully evolved in 20 years.
- Stuart predicts websites will morph into AI-driven, chat/social hybrid experiences to meet modern planning behavior.
AI Will Shape Websites, Not Eliminate Them
- AI adoption doesn't automatically bypass websites because sites can integrate AI to remain central to trip planning.
- Adam argues evolution, not extinction, is the likeliest path if DMOs adapt sites to AI tools.
Reframe Your Website's Purpose
- Question your website's purpose from first principles and stop optimizing for vanity metrics like impressions alone.
- Focus measurement on tangible economic impact, answering visitor questions, inspiring decisions, and collecting useful data.