Maria Henson

What is your current role with your organization?
I lead the Market Research and Insights team, focusing on trends (industry, economic, consumer, etc.), business intelligence, and strategic direction. My work involves supporting various stakeholders, internal and external, to drive impactful decisions for Visit Orlando and the destination as a whole.

What is your current role as a board member of SETTRA?
Today, I serve as a Vice President on the SETTRA Board and look forward to stepping into the senior leadership position of a President come July 1, 2026. As an executive member of the team, it is my responsibility to ensure cohesive and productive board that can drive the mission and vision of TTRA at a regional level. I am here to both support and to challenge, to learn and to offer advice, to ensure that every voice is heard and each Board member is able to realize their native genius potential to its fullest.

How long have you served on the SETTRA board?
3 years.

Where It All Started

What initially drew you to the travel and tourism research field?
I was fortunate to begin my career with the Research Team at Visit Orlando, an experience that not only helped me develop professionally in the field of insights but also introduced me to the dynamic world of travel and hospitality at the destination level. My journey took me to various roles, both as an insights provider and as a corporate practitioner, before bringing me back to Visit Orlando in 2014. Being part of this organization and its vibrant hospitality community, where knowledge sharing is highly valued, continues to be incredibly rewarding.

Meaningful Work & Impact

Is there a specific research project you are most proud of and why?
Many of my projects are like children – it is hard to name favorites. Over the course of my career I have handled everything from small do-it-yourself in-house polls to multi-country qualitative studies spanning several continents. What makes my work meaningful is the ability to elevate others through knowledge sharing. Being able to contribute to someone else’s success is just as compelling to me as reaching my own highs. Additionally, the nature of this job is a tasty mix of behavioral science and statistics blended with crystal ball and mind reading. What can get better than this!

Board Perspective

What inspired you to get involved with the SETTRA board / What have you enjoyed most?
I was inspired by the collaborative spirit and the opportunity to contribute to the only organization that supports tourism research and that committed its resources to developing new wave of experts through its close relationships with the academic world. What I enjoy most is working alongside talented professionals who come from extremely diverse backgrounds and perspectives and yet are all united by the desire to make a difference.

Advice & Outlook

What advice would you give to emerging professionals interested in research or data in travel and tourism?
If you are still going through your educational journey, get a taste of research via an internship and try to get it from both the provider and corporate practitioner perspective if you can. Explore different paths: project management, sales and account management, data analytics and data processing, etc. If you really want it, get in early, do not delay. This path requires some technical training that could be difficult to obtain through other job choices.  Ask a lot of questions and equip yourself with several mentors.

Fun & Personality

What’s one surprising fact about you?
I absolutely love PC games. Although, I am only a solo player – please do not invite me to multiplayer battles.

Outside of research and data, what’s your favorite way to recharge?
I love to dance, to read, and to draw. And weirdly, clean up my landscaping. 

What destination is currently at the top of your must-visit list?
Norway and New Zealand. And Albuquerque for the hot air balloon festival.