At US Travel’s ESTO Learning Labs this year, our team at Miles had the opportunity to present best practices and essential skills on “How Industry Co-Ops Can Empower Your DMO.” My colleagues, Chris Adams and Laura Libby, and I shared insights into planning, setting up and managing cooperative programs. Industry coop programs no only drive revenue, but enrich and expand marketing for your destination and build closer, more valuable connections with industry partners.

As we prepared for the presentation, we reviewed case studies, studied results and found that these six consistent ideas that are essential to the success of a coop program.