The Marketing Outlook Forum, held in Little Rock, Arkansas this year, is where many businesses in the travel and tourism industry will get their first look at future projects with regard to their trade industry. Companies that specialize in different aspects of travel will learn about what they can expect in the up-and-coming future.
Dr. Suzanne Cook, senior vice president of research for the U.S. Travel Association says “Business as usual will not cut it; travel marketers must understand the changing mindset of the traveller and adjust accordingly.”
It’s up to the individual companies to take note of what consumers are saying about all aspect of travel, and seize the opportunities that exist to draw in some of the business of the future.
Consumers are more frugal than ever before. As such, they are reconsidering their travel habits and searching for ways to cut costs. The travel industry must know what they want, and be able to accommodate them if they are going to weather the financial future of the industry.
“This is an extraordinary time for the travel industry,” says Dr. Cook. “We’re experiencing what could be a long-term attitudinal shift in how consumers and businesses view the fundamental value of travel.”
Those in attendance will receive the most current economic and industry predictions for the future. Newly-released research pertinent to the travel industry will be provided by the Gallop Pole, American Express and Ipsos Mendelsohn. Speakers will also cover issues such as business travel and offline and online marketing tools and ideas.
Speakers include Adam Sacks, Managing Director of Oxford Economics, Jon Clifton, Deputy Director of the Gallup World Poll, Geoff Ramsey, CEO of eMarketer, Ryan Manville, Vice President of Business Insights for American Express, Duane Vinson, Vice President of STR, Mark Woodworth, Executive Vice President of PKF Consulting, and Jerry Jones, Owner and General Manager of the Dallas Cowboys.
Like everything else, the travel industry will experience change. Keeping abreast of those changes in order to be successful plays a huge role in helping the travel industry to flourish, and the economy to recover.