Value of an effective DMC in incentive trips still lies in their ability to open up a destination through deeper insight. Photo Credit: iStock/tarras79
The qualities that influence the choice of destination management company (DMC) remain rooted in human expertise rather than digital capability, according to new research from the Society for Incentive Travel Excellence (SITE).
Based on SITE's latest Pulse Survey, completed by 286 incentive travel professionals in May 2026, DMCs' 'Local Expertise & Authentic Insight’ was the highest-ranked attribute overall, achieving a weighted average score of 3.47 out of 5, closely followed by ‘Reputation and Relationships' at 3.32.
The two factors scored more than four times higher than lower-ranked considerations such as ‘Technology and Systems Capability’ (0.47) and ‘Scale and Organisational Reach’ (0.40).
‘Reputation and Relationships’ was selected by 42.3% of participants as their topmost criterion, while ‘Local Expertise and Authentic Insight’ followed closely at 33.6%.
No other factor attracted more than 7.7% of first-choice selections.
While the topmost DMC selection factors were consistent across all groups, the survey highlighted differences in perspective among industry stakeholders.
Hotel and supplier respondents were the only group to rank ‘Reputation & Relations’ ahead of local expertise. This group also assigned a higher value to ‘Market Presence’ than any other segment.
DMC professionals themselves placed the strongest emphasis on destination knowledge, awarding ‘Local Expertise and Authentic Insight’ the highest score recorded in the survey at 4.02 out of 5.
Corporate end users, meanwhile, assigned greater importance to ‘Service Breadth, Creativity and Customisation’ than any other respondent group.
Destination marketing and tourism organisations showed a stronger preference for ‘Market Presence’ and ‘Legacy & Longevity’, favouring DMC partners with established track records and a demonstrated ability to promote and support the destination over the long term.
Annette Gregg, CEO of SITE, said: “The value of a great DMC lies in their ability to open up a destination with insight, creativity and confidence. Technology, systems and scale all have a role to play, but they do not replace the depth of local knowledge, judgement and relationships that make incentive travel programmes genuinely memorable and effective.”
Hasan Dinc, SITE president and managing director of ODS Turkey, added that the role of a DMC goes beyond supplier coordination.
“A DMC's value is not simply in knowing which venue to use or which supplier to call. It is in understanding the rhythm of a destination, the culture behind it, the people who make it work and the small details that can transform a programme from well organised to unforgettable,” Dinc said.