ETOA Membership Survey: Insights and actions

Last year we conducted an extensive membership survey, to which we received nearly 1,000 replies. Such surveys are vital for us to improve our understanding of how members perceive the value of the Association.

This is an update on what the report suggested, and what we have done in response. Coraggio, our consultants, came up with some primary observations from the responses:

Networking as the Core Value Driver This was the outstanding feature of membership
Uneven Benefit Perceptions and Satisfaction Some areas of activity were under-appreciated by the bulk of the membership
Digital Engagement Gaps The digital experience, and aspects of the website could be improved
Segment-Specific Opportunities More needed to be done to improve engagement with DMCs and Destinations
Advocacy and Thought Leadership as Differentiators They felt that ETOA’s work in this area was under-appreciated

They made some specific recommendations, to which we have responded with actions:

Create more in-person and virtual networking opportunities.

We have introduced five new in-person and online commercial networking events. Four of these, under the Showcase Outbound banner, emphasise our strength in the principal origin markets. Destinations Exchange Europe is being replaced by the Shoulder and Off-Peak market place. GEM is being moved to the Monday prior to WTM. A new destination-based event for Central Europe will be launched in 2027. A whole new round of Webinars, ETOA Socials and working groups have been enacted for 2026.

Enhance ETOA’s digital infrastructure to improve engagement and member experience.

A full review of both the website and the CRM system (with which it is intimately linked) is under way. Independently, an assessment of the digital journey is being conducted.

To boost engagement and increase NPS, develop programs targeted at DMCs and Tourism Organisations (DMOs and NTOs).

SHOP is specifically designed for DMOs and NTOs to engage with. The four Showcase events are, similarly, designed with DMCs in mind.

Create better onboarding and engagement for newer members to increase retention.

There is a new onboarding process for new members. We continue to look at ways to ensure that all members get the most possible value from their membership.

Highlight ETOA’s advocacy and lobbying initiatives.

This is an ongoing priority, and we have to be certain that our activities echo our members concerns. To that end our working groups are now meeting with greater frequency.

Use data to demonstrate ETOA’s authority and thought leadership.

We are rolling out a programme of podcasts on specific topics.

This was not supposed to be a comfortable exercise: it is there to question what we do and what our priorities are. We hope we have responded appropriately and remain very grateful to those who took the time to fill in what was an extensive questionnaire. This is an important step in helping us improve what we do.