Business intelligence (BI) has become a priority for destination management organizations (DMOs) that have implemented solutions to improve their decision-making and data management processes. However, not all BI initiatives have fulfilled the expectations. This paper presents an analysis of a series of interviews with DMOs in Spain, offering a snapshot of their satisfaction with BI and the relationship between these applications and decision making at destinations. The results suggests that one of the reasons for failure is the lack of understanding of the critical factors that define the success of BI applications. Moreover, the findings offer a novel vision of how destinations are progressively leveraging the opportunities that advanced data analysis offers, but also reveal why managers find manifold difficulties in implementing these systems. These results pose several implications for DMOs.