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DMS changes direction after 20 years


Destination Marketing Services (DMS) is signalling a major overhaul of its business which includes moving its premises, closing down its domestic hotel division, adding several new destinations and DMCs to its current portfolio and signing two new major international hotel representation deals.

DMS managing director, Leila Fiedler explained that the change is a consolidation of the business to better meet market demand for more international options.


Dubai’s Atlantis, The Palm, represented in Australia by DMS.

“The current economic climate is extremely competitive and our core business is internationally focused, it’s what we do best and is why the industry is seeking us out.”

Increasingly the business events industry from our market is globally focused and it’s strategically important to ensure constant development of new destinations and also cater to the demand for iconic hotel and resort destinations “said Fiedler.

A key strategy for DMS has been to expand its international hotel representation under the umbrella of its subsidiary brand ‘Unique Venues’. As of July 1, the company has picked up two prestigious new clients – The Waldorf Astoria in New York and the Kerzner International hotel group. Kerzner has properties in 10 international locations operating under three brands: One & Only Resorts, Atlantis Resorts and the new five star Mazagan Beach Resort in Morocco.


The Waldorf Astoria in New York, now represented by Sydney-based DMS.

The move gives DMS extensive global reach with new luxury hotel and integrated resorts located across the Indian Ocean, Dubai, Morocco, South Africa, Mexico and the Caribbean.

In addition to the expansion of Unique Venues DMS has also added to its DMC representation, which now offers the industry access to more than 40 international destinations. Recent additions include Taiwan, Korea, Holland, The Baltic States, Israel and Croatia.

Fiedler added that the company’s move to the Sydney CBD placed us in closer proximity to our Sydney based clients ‘in the big end of town’.
“It’s all part of our constant process of reinvention – I think that’s why we’ve been around for 20 years – we don’t stand still”, she said.
 

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