October 4, 2024
Driving Innovation in Tourism Research: TTRA’s 2025 Think Tank Initiatives
September 25, 2024 – The Travel and Tourism Research Association (TTRA) is excited to announce its 2025 Think Tank initiatives, designed to advance industry knowledge and strengthen the connection between research and practical applications in the travel and tourism sector. These new initiatives offer members and industry experts opportunities to collaborate, share insights, and explore groundbreaking approaches to travel research.
A Hub for the Best and Brightest Minds in Travel and Tourism:
TTRA has long been at the forefront of fostering collaboration between travel professionals and academics to promote data-driven strategies and best practices. Our Think Tank initiatives are a testament to this mission, bringing together diverse perspectives to address the industry’s evolving needs. These initiatives provide a platform for members to contribute to innovative research projects, gain valuable insights, and drive the future of travel and tourism research.
Introducing the 2025 Think Tank Projects:
Our 2025 Think Tank initiatives feature three dynamic projects focusing on critical aspects of travel research and data analytics:
- Forecasting Tourism Demand Using Google Search Data
- Objective: Develop a predictive model using Google search data combined with artificial intelligence (AI) to forecast tourism demand.
- Scope: This project, in collaboration with Herrmann Global, Brand USA, and Temple University, aims to leverage the power of Google search data to provide real-time insights into travel behaviors and trends. The goal is to transform raw data into actionable strategies for destinations to enhance their marketing and planning.
- Why It Matters: Traditional forecasting methods rely heavily on historical data, which may miss rapid shifts in traveler behavior. Using Google search data, destinations can gain a more nuanced understanding of potential demand, enabling them to respond proactively to changing market conditions.
- Lodging Data Analysis: Unlocking the Potential of STR Data
- Objective: Equip destinations with tools and methodologies to better utilize STR lodging data for comprehensive market analysis.
- Scope: This project delves into the potential of STR data to provide a 360-degree view of a destination’s lodging market. By understanding and manipulating various data variables, destinations can gain deeper insights into their own performance and benchmark against other markets.
- Why It Matters: STR data is a powerful tool for analyzing destination performance, but many destinations may not be using it to its full potential. This Think Tank aims to bridge that gap by offering best practices and frameworks for maximizing the value of STR data.
- AI in Market Research: Separating Hype from Reality
- Why It Matters: AI is a buzzword in many industries, but its true value and limitations in market research are still being explored. This Think Tank will help clarify the role AI can play in research and establish guidelines for its responsible use.
- Objective: Evaluate the effectiveness of AI in performing everyday market research tasks and identify areas where AI can add value.
- Scope: This innovative project will compare the performance of AI, market researchers, and academics in handling various research tasks, such as data coding and report writing. Judges will review the results to determine how AI can complement the work of researchers.
Get Involved and Make an Impact
TTRA is actively seeking members and industry partners to join these Think Tank initiatives. Whether you’re a seasoned researcher, a destination marketing professional, or someone passionate about advancing travel research, there’s a place for you to contribute and collaborate.
Participation is open to both US and international members. If you’re interested in joining a Think Tank or have ideas for future research topics, please email us at [email protected].
Join Us on This Journey
TTRA’s Think Tank initiatives are more than just research projects—they are platforms for collaboration, innovation, and growth. By joining a Think Tank, you’ll be at the cutting edge of travel research, helping to shape the future of the industry.
Stay connected with us for updates on Think Tank developments, upcoming events, and other opportunities to get involved. Together, we can elevate travel and tourism research to new heights!
For more information or to express interest in any of our Think Tanks, please email us at [email protected]
Questions? Contact us
About TTRA
The Travel and Tourism Research Association (TTRA) is a global non-profit organization dedicated to enhancing the travel and tourism industry through impactful research, education, and collaboration. Comprised of a diverse community of professionals, academics, and industry leaders, TTRA provides a platform for networking, knowledge sharing, and fostering innovation. With a commitment to driving sustainable growth and excellence in travel and tourism, TTRA continually strives to advance insights and best practices, shaping the industry’s future. TTRA members collaborate to advance the strategic use of research to provide leading-edge travel and tourism solutions that create a positive impact on people, places, and society. For more information, visit www.ttra.com