DOME Looking to Generation 2

DOME, the acronym for Data on Meetings and Events, is an international not-for-profit research foundation. Its goal is to provide accurate, real time data on conventions, including hotel rooms used by property and night, and air seats used by airline, flight segments and class of service. 

Grimmer said that previous tests of the system, at The International Convention & Congress Association (ICCA) and the International Association of Convention and Visitor Bureaus (IACVB) annual conventions were quantitative, proving the theory that DOME was capable of collecting the data. "The AIME test was far more qualitative," he said, "giving us a chance to evaluate means of ensuring that the data is highly accurate and dependable.

"What we learned is that we need to move DOME another generation, programming more logic into the system so that on-line respondents are given gentle nudges if the information they are entering is incorrect."

As an example, Grimmer says that a frequent issue is that people accidentally click on an airline that doesn't serve a route that they have entered into the system. The plan is to add additional backbone to the system that checks the flight information being entered against an internal database of available air service, and gives people a chance to correct any mistakes.

"I am starting to get a lot of calls and emails from CVB's, airlines and meeting planners who are wanting to use the system," Grimmer said, "but, we don't want to put it out until we know that it is absolutely right.

"We know that the information that we've generated from AIME is highly accurate, and far more accurate than the first two tests. However, that took a lot of manual combing through the data. That has taught us what we need to do next to automate things. We're also learning what is required to get high capture rates. We were a bit disappointed with our capture rate at AIME, because we only got 63% capture, compared to 80% during the second test. But, it was our first expo and our largest attempt to date since we had to process over 2,464 attendees." 

So how does DOME collect the data? The DOME staff works with the host organisation to send emails asking that delegates provide the information online in advance of the convention. Those who do not respond online are interviewed during the on-site registration process. 

"The interview process only takes about 30 seconds," Grimmer said, "and, we have learned how to structure things so that we avoid adding to any delays at registration." 

DOME plans to further refine and test the system in the coming year, with an emphasis on association industry gatherings where meeting planners will have the opportunity to experience the process as delegates. 

"Once people have experienced the process and seen the results, they are excited about how easy it is in relation to the wealth of information that is generated," said Grimmer.

Anyone wanting more information about DOME can contact Doris Morales, DOME Secretariat at dmorales@jwu.edu, or Gary Grimmer, DOME Chairman at ggrimmer@mcvb.com.au.

DOME is a private, international, not for profit research foundation, headquartered in Washington, DC. DOME's mission is to improve the quality and accessibility of global research and data on the world's convention and meetings industry. The goal of the DOME Group History Standards project is to develop and promote a system to improve convention impacts measurement. 

Results of 3rd DOME Test at AIME, Melbourne, Australia, February 2002

NOTE: AIME 2002 had a total attendance of 2,464. Of these, 895 were from Melbourne. Since Melbournians were not using hotel rooms and air seats, they were not interviewed as part of the DOME process. While there were 1,569 interstate and international visitors to AIME, DOME actually received 1,035 names of people to survey. Of the 1,035 attendees known to DOME, 651 were successfully surveyed, for a capture rate of 63%.

Here is a sampling of the data that DOME was able to develop in relation to AIME 2002. Please note that this is actual data with no extrapolation. Given that the following information relates to 41.5% of the 1,569 non-local attendees it might be statistically valid to estimate actual results with a factor of 2.41, however it is DOME's policy to only report actual data generated.)

Origin of Attendees (Not including Melbournians):

Total = 651
Europe = 78 (12%)
North America = 10 ( 2%)
South America = 3 ( 0%)
Australia/NZ =466 (72%)
Asia = 86 (13%)
Africa = 8 ( 1%)

Origin of Accompanying Persons:
Total = 94
Europe = 4
North America = 0
South America = 0
Australia/NZ = 79
Asia = 7
Africa = 4

Total Hotel Room Nights consumed (2,402):

~ Pre = 232
~ Feb 17 = 367
~ Feb 18 = 540
~ Feb 19 = 538
~ Feb 20 = 306
~ Post = 419

Room Nights by Hotel (top 10) 
~ Holiday Inn Melbourne = 297 (12%)
~ Melbourne Crown Towers = 225 ( 9%)
~ Grand Hyatt Melbourne = 184 ( 8%)
~ Sheraton Towers Southgate = 166 ( 7%)
~ Hilton on the Park = 124 ( 5%) 
~ Novotel on Collins = 107 ( 4.5%) 
~ Duxton Hotel Melbourne = 96 ( 4%)
~ Saville on Russell = 92 ( 4%)
~ Quay West Suites = 91 ( 4%)
~ Le Meridien at Rialto = 70 ( 3%)

Airline Seat Sectors consumed by Continent (arrivals only):
Total = 1053
Ex Europe = 109 (10%)
Ex North America = 21 (2%)
Ex South America = 1 (0%)
Ex Australia/NZ = 741 (70%)
Ex Asia = 166 (16%) 
Ex Africa = 15 (1%)

Airline Seat Sectors by top 10 carriers (inbound only):
Qantas = 616 (58%)
Virgin Blue = 86 (8%)
Malaysia = 72 (7%)
Singapore = 30 (3%)
Thai = 29 (3%)
Cathay Pacific = 28 (2.5%)
Austrian = 26 (2.5%)
Emirates = 25 (2%)
Air New Zealand = 24 (2%)
Ansett = 21 (2%)

Official Carrier - Qantas
616 total sectors
83 International flights to Melbourne
16 International flights to Sydney
481 total non-stop to Melbourne
238 from Sydney to Melbourne
70 from Brisbane to Melbourne
36 Auckland to Melbourne
31 Perth to Melbourne
17 Singapore to Melbourne

Busiest Airport (Departing Air Seat Sectors)
Sydney = 350
Brisbane = 118
Singapore = 54
Auckland = 50
London = 44
Kuala Lumpur = 41
Perth = 41
Hong Kong = 29
Adelaide = 28
Bangkok = 23

Melbourne Arrivals (by service hub):
821 total arrivals = 78% of all seat sectors consumed
Sydney = 345 (42%)
Brisbane = 116 (14%)
Auckland = 50 ( 6%)
Kuala Lumpur = 41 ( 5%)
Perth = 41 ( 5%)
Singapore = 33 ( 4%)
Hong Kong = 29 (3.5%)
Bangkok = 23 ( 3%)

Top Airline Sectors

- Qantas - Sydney to Melbourne = 284
- Qantas - Brisbane to Melbourne = 88
- Qantas - Perth to Melbourne = 38
- Malaysia - Kuala Lumpur to Melbourne = 37
- Qantas - Auckland to Melbourne = 36
- Virgin Blue - Sydney to Melbourne = 35

Class of Airline Service:
First = 20 ( 2%)
Business = 249 (24%)
Economy = 752 (74%)


Airline Market Share/Melbourne Arrivals From:
Sydney Brisbane Auckland Singapore
Qantas = 284 (82%) = 88(76%) = 36 (72%) = 17 (52%)
Virgin Blue = 35 (10%) = 27(23%) = 0 = 0
Ansett = 16 ( 5%) = 0 = 0 = 0
Air NZ = 0 = 0 = 8 (16%) = 0
Singapore Air = 0 = 0 = 0 = 10 (30%)
Other = 10 ( 3%) = 1 ( 1%) = 6 (12%) = 6 (18%)
Total = 345 =116 = 50 = 33

General Facts:
37 total carriers involved (sector details available by carrier)
3.7 average room nights per delegate
1.6 average seat sectors per delegate