Introducing Madelyn Matlock
Meet Madelyn Matlock, Vice President at Young Strategies, Inc., and currently serving her second term on SETTRA Board, rejoining in January 2026. She calls Charlotte, NC her home. In day-to-day role, she specializes in survey instrument development, data collection, and data analysis, helping destinations apply research insights to support strategic planning, inform leadership decision-making, and align priorities with long-term goals.
Where You Started?
I stumbled into the travel and tourism world by accident but haven’t looked back!
Meaningful Work & Impact
Young Strategies has performed some level of research and/or planning in all 23 counties in the state of Wyoming. The push has been that every lodging tax board, regardless of size (and some are very small) has some level of research to guide their program.
Board Perspective
I was inspired to get involved with the SETTRA board because of my belief in the power of research to inform smarter, more sustainable destination decisions. As a consultant working with destinations across the Southeast (and the country), I’ve seen firsthand how quality research strengthens strategy and credibility. SETTRA’s collaborative approach felt like a natural fit for both contributing my perspective and continuing to learn from peers.
Advice & Outlook
My advice to emerging professionals is to stay curious and focus on building a strong foundation in both technical skills and storytelling. Data is only valuable if you can translate insights into clear, actionable recommendations that resonate with stakeholders.
From a consulting perspective, the biggest research opportunities lie in helping DMOs and CVBs move from data collection to decision-making – translating insights into strategy, funding justification, and community alignment. There is growing need for applied research around resident sentiment, sustainability and capacity management, and how destinations can use emerging tools like AI and advanced analytics to prioritize the right visitors over simply more visitors. Ultimately, the strongest opportunities will be in research that directly supports destination leadership, advocacy, and long-term resilience.
Fun & Personality
Surprising fact about me: I spend my days analyzing visitor data, yet I’m most energized by the stories behind the numbers and the people they represent.
I actually stumbled into the tourism world while applying to medical school – and even got in. Turns out, destinations, data, and travel won out over anatomy labs, and I made a very unexpected (but very right) pivot.
Outside of research and data, I recharge by traveling, especially to beach destinations where I can truly slow down. Long walks, time outdoors, and being near the water help me reset and come back with fresh perspective (and usually a few new ideas).
Get In Touch
TTRA is a highly respected and established organization dedicated to advancing the standards of travel and tourism research and analysis. With its focus on excellence, professionalism, quality, and inclusivity, TTRA is the go-to source for professionals in the industry seeking to stay ahead in their field.