CRM is a generic model for managing interactions with customers, clients, and sales prospects. CRM works great for selling hardware, car batteries, or pet foods. Destinations need something that is more specialized. They need what we call an integrated DRM (Destination Relationship Management).

Next-generation DRM organizes people, teams, tasks, and prospects in the same way that past-generation CRMs have.

People are only one asset in the modern destination marketer’s arsenal of resources. Of equal importance are places and relationships between people and places. Successful destination marketing comes down to matching people with people and the points of interest that tie them together.

Places are more than addresses in a directory. They are a long inventory of attributes associated with places such as images, dates, meta data, and videos. They also represent economic synergies within and among other places.