I’ve been to a lot of industry conferences over the years. You know the ones—the big halls, the endless slides, the familiar faces. And don’t get me wrong, those events have their place. But lately, I’ve been hearing a lot of frustration from some of the sharpest CMOs in our industry. I decided to ask them directly: what do you really want out of a CMO event or roundtable?

The answers painted a clear picture of what’s missing—and what we need to do differently. In this blog post, I’m diving into what I found and sharing my ideas on how we can make industry conferences better for everyone.

No More Surface-Level Topics

We’ve all sat through sessions where the presenter tells us AI is going to change everything or that we need to reach new demographics. Nothing against those topics, but let’s be honest: we can read a blog post or listen to a webinar and get the same thing. Industry leaders are looking for something they can actually take back to their teams and say, “Here’s what we’re doing differently on Monday morning.”

One CMO told me, “Too often, we pay thousands to attend a conference just to hear a high-level keynote with no real-world takeaways. I don’t need that. I need strategies I can use, not ideas I could have Googled.” And that really stuck with me.

Real Conversations, Not Polished Presentations

Leaders today want a room full of peers who aren’t afraid to get real. They want to hear how others are solving the tough problems—whether it’s navigating shrinking budgets, getting past “heads in beds,” or figuring out how to make first-party data work in a fragmented digital landscape.

They want to share stories about what worked, what didn’t, and why. They’re not looking for perfectly polished presentations. They’re looking for meaningful conversations.

That means no vendor pitches. No “here’s what we’ve already done” case studies without the “what we’re changing” part. One CMO said it perfectly: “I’m not interested in a sales pitch with a few numbers thrown in. I want vendors at the table, sure—but only if they’re sitting next to their clients, talking about what’s actually worked and what they’re learning from it.”

Another CMO suggested something bold: every attendee should agree to a set of principles before they show up. If you’re not willing to lean in, be transparent, and share both wins and struggles, this event might not be for you. And honestly? I love that idea.

Let’s Rethink the Format

The format itself has to change, too. Forget back-to-back keynotes and panels. Think smaller, focused discussions around specific challenges. Maybe a morning session digging into first-party data strategies, then an afternoon session on what it really means to measure success beyond occupancy rates. The goal? Leave with one or two concrete actions that can make a real impact back at your destination.

And we can’t ignore the reality that budgets matter. A lot of CMOs told me they’d be paying their own way, so the event needs to be affordable and accessible. That means a reasonable room rate, a location that’s easy to get to, and timing that doesn’t conflict with major industry gatherings.

Focus on What Matters Most

When we talked about topics, the same themes came up over and over. The future of destination marketing in a world where travelers’ behaviors are shifting faster than we can keep up. How to make sure our teams feel supported and secure when the political landscape is shaky. How to do more with less, without burning out our staff. And of course, how to embrace AI and automation in a way that makes sense for our destinations, not just because it’s trendy.

It all comes down to this: CMOs are craving events where the focus isn’t on the sponsor logos or the high-level theory. They want to connect with their peers, exchange ideas, and leave with actionable insights they can put into practice right away.

Let’s Make It Happen

Imagine a room where every voice matters. Where the war stories from the trenches are shared openly, and where there’s a real commitment to not just talk about challenges, but to collaborate on solutions.

That’s the kind of event I want to be part of. That’s the kind of event our industry needs.

So, let’s stop settling for the same old format. Let’s break the mold. Let’s create a space where CMOs—and the industry as a whole—can move the conversation forward in a way that truly matters.

And if you’re reading this thinking, “Yes, that’s what we need,” then let’s make it happen.