Search Marketing Blog
TIA Marketing Outlook Forum Recap
Posted by Mike Rosenberg on 11.03.2008I attended the Travel Industry Association’s (TIA) Marketing Outlook Forum last week here in Portland. There were a few main themes that ran through this conference focused on providing travel industry forecasts, marketing trends, and education.
Three main takeaways from the conference:
1) We are in a recession which will affect the travel industry significantly. Airline travel, hotel occupancy, leisure travel, business travel, domestic and international travel are all expected to decrease in 2009. The good news is Lakshman Achuthan, Managing Director of the Economic Cycle Research Institute does not forecast a depression and believes the recession will last several more months, but not years.
2) Sustainable/Green Travel is a BIG deal. At least four presentations featured sustainable/green practices including folks from American Express, Wyndham Hotels and Resorts, Sabre Holdings, Travel Industry Association, Edelman, MTR Western, Travel Oregon, Travel Portland, Universal Studios and DoubleTree. Not only is sustainability the right thing to do, but consumers expect and appreciate it, and it makes good financial business practice.
3) Online Marketing/Social Media/Search Engine Marketing are vital to continued and future success. Travelers continue to seek information and make decisions online regarding their transportation, accommodations, and activities. What impressed me the most about the travel industry was their attitude as a whole to jump in and “do whatever it takes” to succeed in the ultra-competitive online travel landscape.
Overall it was a great event. I learned a lot, reconnected with some good old friends, and made many new ones. Next up for me is PhoCusWright in Hollywood, CA next month. Let me know if you are going to be there.
