In this study motorcoach operators were asked to rate the importance of various destination attributes. Destination marketing organizations (DMOs) were asked to rate the level of importance that they believed motorcoach operators placed on these same attributes. Differences in attribute importance ratings were observed between these two groups, as well as between operators of different size, bus ownership status, degree of senior orientation, and trade association membership. The results of this study will provide destination marketing organizations with valuable insight into how to best approach this growing market segment.