Free Workbook · Destination Strategy
Destination Evaluation Checklist.
Choosing the right destination isn't just about budget.
A practical workbook for comparing destinations based on business goals, attendee experience, executive appeal, accessibility, and long-term strategic value.
Interactive workbook — fill it out in your browser. Your progress is saved automatically. Use Download PDF at the top to save a copy, or Reset to start over.
By Sara Straw
Before You Compare Cities
Start with a different question.
One of the biggest mistakes event teams make is starting with hotel rates.
The best destination decisions begin with a different question: what experience are we trying to create?
Every destination influences attendance, executive participation, networking, customer experience, sponsor value, brand perception, and event ROI. This checklist helps you evaluate destinations strategically — not just financially.
Before You Begin
Complete one workbook for each destination you're considering. Score every category using the following scale:
- ⭐ 1 — Poor
- ⭐⭐ 2 — Fair
- ⭐⭐⭐ 3 — Good
- ⭐⭐⭐⭐ 4 — Very Good
- ⭐⭐⭐⭐⭐ 5 — Excellent
Section One
Destination Overview
Event Type
Section Two
Accessibility & Travel
Can attendees get there easily?
| Criteria | Score (0–5) |
|---|---|
| Direct flight availability | |
| International accessibility | |
| Airport proximity | |
| Ground transportation | |
| Walkability | |
| Public transportation | |
| ADA accessibility | |
| Visa / travel requirements |
Accessibility Score
0 / 40
Section Three
Venue & Hotel Evaluation
Venue
| Criteria | Score (0–5) |
|---|---|
| Meeting space | |
| Ballroom / general session | |
| Breakout rooms | |
| Technology & Wi-Fi | |
| Flexibility |
Venue Score
0 / 25
Hotels
| Criteria | Score (0–5) |
|---|---|
| Room inventory | |
| Executive accommodations | |
| Walkability | |
| Service reputation | |
| Dining options |
Hotel Score
0 / 25
Section Four
Attendee Experience
Great events don't end when sessions do.
| Criteria | Score (0–5) |
|---|---|
| Restaurants | |
| Nightlife | |
| Networking opportunities | |
| Safety | |
| Weather | |
| Local attractions | |
| Entertainment | |
| Overall destination appeal |
Attendee Experience Score
0 / 40
Ask Yourself
- Would attendees be excited to travel here?
- Would they extend their stay?
- Would this destination encourage relationship building?
Section Five
Executive Experience
Executives often experience destinations differently than attendees.
| Criteria | Score (0–5) |
|---|---|
| Luxury accommodations | |
| Private dining options | |
| VIP transportation | |
| Executive meeting venues | |
| Hospitality experiences | |
| Privacy / security | |
| Brand alignment |
Executive Experience Score
0 / 35
Section Six
Budget & Business Considerations
Destination decisions shouldn't be made on cost alone — but cost still matters.
| Criteria | Score (0–5) |
|---|---|
| Hotel rates | |
| Venue costs | |
| Food & beverage | |
| Taxes & fees | |
| AV / labor | |
| Transportation | |
| Overall value |
Budget Score
0 / 35
Section Seven
Long-Term Strategic Fit
Section Eight
Destination Comparison
| Category | Destination A | Destination B | Destination C |
|---|---|---|---|
| Accessibility | |||
| Venue | |||
| Hotels | |||
| Attendee Experience | |||
| Executive Experience | |||
| Budget | |||
| Strategic Fit |
Section Nine
Final Recommendation
Executive Recommendation
Final Thoughts
The venue never saves a bad strategy.
Choosing a destination isn't about finding the cheapest city. It's about selecting the place that best supports your business objectives, creates meaningful attendee experiences, and positions your event for long-term success.
The best destinations don't simply host great events. They help create them.
Sara's Perspective
Throughout my career, I've evaluated destinations across North America, Europe, Asia-Pacific, and Latin America. One lesson has remained consistent:
The venue never saves a bad strategy — and the cheapest destination rarely delivers the greatest value.
The most successful destination decisions begin by asking: what experience are we trying to create, and what environment gives us the best opportunity to achieve it? Start there, and every other decision becomes clearer.
— Sara Straw