B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
31%
31% -- percentage of north american dmos citing conversions as main goal for North American destination marketing organizations (2026)
31% of North American DMOs cite conversions as their main goal, up from 15% the prior year.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
31%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Sojern
Primary
Tier B
https://atlasperk.com/guides/content-strategy-for-travel/content-analytics/ ↗
Source Article
Content Analytics for Travel: Prove What Drives Bookings
Content Analytics & Measurement for Travel Businesses
Market Verdict: Content Analytics for Travel
Travel businesses spend on content but rarely measure what it returns. Most operators cannot attribute bookings to the content that influenced them — measurement systems fall short across the industry,…
Original Research
Sojern
· Original study ↗
Methodology
Sojern; prior year 15%
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
North American destination marketing organizations: 31% percentage of north american dmos citing conversions as main goal. Source: Sojern (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/na-dmos-conversions-main-goal-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/na-dmos-conversions-main-goal-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>31%</strong> -- percentage of north american dmos citing conversions as main goal for North American destination marketing organizations<br><small>Source: Sojern (2026) · <a href="https://lighthousedata.io/data/na-dmos-conversions-main-goal-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.