Destination Optimization

Kim and Neal at table

The Destination Optimization Program is a foundational initiative for DMOs aimed at expanding the role of destination organizations to provide value to the community through education and training, and to promote a positive visitor experience across major travel planning and inspiration platforms. 

The Destination Optimization Program, originally the Google DMO Partnership Program, was introduced at the Destinations International Annual Convention in July 2017 and has been growing steadily since. More than 270 destination organizations worldwide have participated in the program that is designed to provide tools and tactics to improve the completeness, quality and accuracy of destination content across Google and other leading travel products. We’ve generated more than two billion views of destination content with consumers organically inside of Google’s products without any media spend — and that number continues to grow! 

The program is particularly relevant as a proactive approach to support destination stewardship, economic development and partner engagement in your community. It enables local businesses to have the knowledge, tools and resources to both put their best foot forward and support your destination’s strategic plan.


Take a deep dive into your destination’s current footprint inside of major travel planning platforms, learn more about where destination content can surface, and get some help from Miles’ experts to improve the quality and completeness of destination information. 


Provide unique value to your business community through tactical training ranging from webinars to workshops covering best practices in key digital marketing platforms. Or, supply access to a comprehensive learning management platform, fully branded to your destination, that helps your partners learn at their own pace.


Miles’ team members are certified as Street View Trusted Providers and have unique experience creating 360-degree photospheres, virtual tours and Street View content for destinations. Improving Street View content for your destination can impact economic development, increase visibility of community businesses, improve navigation functionality in-market and provide value to meeting planners.

Read more about how destinations have successfully used Destination Optimization in their communities!

If you’re interested in learning more about Miles’ support services for the Destination Optimization Program, contact us.


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