Are DMOs and Vacation Rentals Finally Ready to Work Together? with Stuart Butler and Adam Stoker

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Destination marketing is in a pressure test.

Short-term rentals have become a major part of how people travel, yet many DMOs still struggle with how (or whether) to include them. At the same time, AI is speeding up the research-to-booking journey and forcing destinations to rethink what “relevance” even means.

In this episode, Alex and Annie sit down with Stuart Butler (President of Visit Myrtle Beach) and Adam Stoker (President of Brand Revolt) to unpack what’s getting in the way, what alignment can look like, and why the next version of destination marketing is going to require better coordination across the whole destination economy.

You’ll hear practical takes on funding dynamics, stakeholder value, the “illusion of relevance” in reporting, and why the future may turn DMO websites into something closer to infrastructure than a traditional marketing channel.

Episode Chapters:
00:54 – Stuart’s background and how he landed in destination work
02:27 – Adam’s background and how he sees the DMO landscape
05:37 – The “illusion of relevance,” metrics, and why DMOs feel behind
07:44 – The Indianapolis example, why some DMOs leave STRs out
09:28 – Can DMOs stay relevant without vacation rentals
11:53 – Why STRs need a seat at the table and what it takes to get one
14:34 – What STR operators can do in markets without big PM groups
19:16 – Funding reality, stakeholder influence, and how STRs earn attention
22:27 – Why getting involved with a DMO teaches you more than you expect
23:51 – The bigger DMO question, purpose, scope, and identity
30:31 – How performance reporting shaped destination websites
30:54 – Why the booking engine path can be a strategic dead end
36:49 – Stewardship, community trust, and what destinations are accountable for
50:06 – AI as a watershed moment for travel discovery and decision-making
57:59 – What destination content needs to look like in an AI-first world
1:02:21 – Closing thoughts on websites, infrastructure, and the road ahead

Connect with Stuart:
LinkedIn: https://www.linkedin.com/in/stuart-butler-50aaa45/
Website: http://www.visitmyrtlebeach.com/

Connect with Adam:
LinkedIn: https://www.linkedin.com/in/adamstoker/
Website: https://thebrandrevolt.com/

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#vacationrentals #shorttermrentals #DMO