Monday, October 5, 2020
10:30 AM – 12:30 PM
Moderators: Barbara Okamoto, Senior VP – Market Insights & CRM, Hawaii Visitors & Convention Bureau; Marlise Taylor, Director, Tourism Research, Visit NC – Economic Development Partnership of North Carolina; Dee Ann McKinney, Research Director, Missouri Division of Tourism
A great way to kick off your MOF experience is the DMO Roundtable. The informal open-forum discussion typically surfaces the most urgent research and measurement issues confronting destination management and marketing organizations. If you’re a DMO, you’ll be interested to hear what your colleagues are up to and raise issues of your own. If you’re a supplier with DMO clients, it’s an ideal way to hear what the burning issues are for clients like yours.
Sponsored By: SMARInsights
NOTE: Must register for the session – Only registered participants will receive a surprise
Welcome to the 2020 Marketing Outlook Forum
Speaker: Sheila Flanagan, Chair, Marketing Outlook Forum
1:05PM – 1:50 PM
The Inevitable Recovery
Speaker: Adam Sacks, President, Tourism Economics
Adam Sacks will present his latest perspectives on the outlook for the economy and for travel. He will attempt to answer the pressing questions of when travel will fully recover, how it will recover, and WHAT may stall the recovery. Adam may or may not also play guitar during this session.
2:00 PM – 2:45 PM
Outlook for The Traveling Consumer During the Pandemic and Beyond
Speaker: David Reichbach, Senior Director of Analytics & Data Security, Destination Analysts
Moderator: Suzanne Cook, President, Suzanne Cook Consulting, LLC
With the global spread of COVID19, the travel industry faced an unprecedented crisis and the outlook of the traveling consumer changed rapidly. To help industry leaders navigate their response strategy and communicate to their stakeholders and communities, Destination Analysts will share the latest findings from The State of the American Travelertm, the longest running tracking study of American traveler sentiments, motivations and behaviors. Included will be new, custom data just out of the field collected specifically for MOF Week and presented here publicly for the first time. Also covered will be findings from the Coronavirus Traveler Sentiment Index. Destination Analysts will explore how traveling consumers feel now, how this compares to pre-COVID times and what we can expect from traveler sentiment in the future. These timely insights into feelings and behaviors related to travel will provide important data to gauge the pandemic’s changing impact on travel as a lifestyle priority, as well as insights into when travel demand will rebound—and from which traveler segments and to which types of destinations first.
3:00 PM – 3:45 PM
Travel Technology Trends for the Next Normal
Speaker: Pete Comeau, Managing Director, Phocuswright
Moderator: Sheila Flanagan, Chair, Marketing Outlook Forum
Super apps, artificial intelligence, AR/VR, chatbots: these were some of the hot technology topics the Phocuswright analyst team was following as we transitioned into the 2020s. Then came the pandemic. As we transition into the next normal, we use changes in consumer behavior as context to map out which of these tech trends are likely to cool, which will accelerate and what new trends will emerge. This interactive session will help you understand how the most important technologies and trends will impact your business in the years to come.
- How traveler behavior in the U.S. and Europe is changing, driven by concerns over health and safety
- Emerging trends such as contactless, enhanced security and digital ID, and ways in which companies are leveraging them
- What these trends mean for your business as you shape your technology and customer strategies for 2021 and beyond
Tuesday, October 6, 2020
11:00 AM – 12:00 PM
Entrada’s Great American Road Trip
Moderators: Darren Dunn, Founder & President, Entrada Insights; David Bahlman, Global Head of Sales
Sponsor: Entrada Insights
NOTE: Must register for the session
So, you started a travel technology company in the middle of a global pandemic. Now what? Without a pandemic playbook Entrada looked to the past to figure out how to move forward during very difficult times. “We needed to disrupt the disruption”. We were staring at a summer where every trade event was canceled and, in many cases, people were not able to work at their offices.
We asked the question: “How did the old timers used to do things before air travel was convenient and trade events didn’t exist? The answer: “Take the trade show to the people.”
“The Road Back Tour” was born
On June 16th they embarked on a 17-day 4,600-mile RV journey traveling from coast to coast meeting with over 40 destinations along the way. At times we set up the “booth” in people’s yards, empty parking lots, under bridges, at parks… you name it. It was the hardest journey we have ever taken but also the most rewarding. We also brought a film crew and drivers along to document the journey so we can share the highs and lows during our session.
1:00 PM – 1:30 PM
Tracking Traveler Sentiment During a Pandemic: What We Learned & What We Think We Know
Speaker: Amir Eylon, President & CEO, Longwoods International
Moderator: Kelsey Waite, Business Development Executive, Destinations, STR
Since the early days of the pandemic crisis, Longwoods International, a premier tourism market research consultancy, has been tracking American Traveler Sentiment on an ongoing basis to provide the travel industry some key guideposts through the crisis. Join Amir Eylon, President and CEO, as he shares the latest findings from Longwoods International’s Traveler Sentiment Survey as well as key learnings and insights for the roadmap forward into industry recovery.
1:45 PM – 2:30 PM
Recovering Destinations’ and Travel Brands’ Reputation Post-Covid
Speakers: Olivier Henry-Biabaud, CEO, TCI Research; Nancy Mammana, CMO, NYC and Company; Elan Cole, Co-Executive Creative Director, NYC and Company; Anne-Laure Tunce, Director USA, Atout France
Moderator: Olivier Henry-Biabaud, CEO, TCI Research
Post-Covid Travelers will chose destinations and attractions they trust. While the reputations of many destinations and travel brands have been seriously challenged and negatively affected by the current crisis, this session will provide real-life and real-time examples of how our creative industry has adapted to restore its attractiveness and (re)gain consumers’ confidence as tourism recovers. Learn from practical insights covering early crisis management stories to data-based mid-term reopening strategies used in operating within the new Post-Covid era.
2:45 PM – 3:30 PM
Influencers in the “New Normal” World session
Speakers: JessyLynn Perkins, Director of Digital Marketing & Content Development, Visit Santa Barbara; Leroy Bridges, Vice President, Digital & Communications, Visit St. Pete/Clearwater; Alex Shansky, Social Media Strategist, Memphis Tourism
Moderator: Erin Francis-Cummings, CEO, Destination Analysts
This session will focus on how DMOs are currently using social influencers in the midst/wake of the Covid-19 Pandemic. Experts in this area will talk about their past experiences, but more importantly and relevant to today’s challenges, they will share innovative uses, strategies and measurable impacts of this versatile marketing channel.
3:45 PM – 4:45 PM
Sector and Market Forecasts and Updates #1
Accommodations – Kelsey Waite, Business Development Executive, Destinations, STR
The COVID-19 pandemic has impacted destinations of all sizes across the globe. This session will look at which markets have started to recover, and which still have a long journey ahead of them. We will share STR’s outlook for recovery for the US, Canada, and major domestic and international markets.
International Inbound Travel to U.S. – Mark Brown, Economist, US Department of Commerce
Mark will provide an update on pre-coronavirus and current international travel metrics for the USA and the world and summarize the recent substantial overhaul of the Bureau of Economic Analysis’s travel exports and imports accounts system. He will also provide an outlook for international global travel and inbound travel to the USA based on the most recent trends impacting international travel and on surveys of international travelers and organizations.
Attractions – Steven Paganelli, Head of Destination Marketing Sales, TripAdvisor
As the travel sector’s “recovery” from COVID-19 occurs in fits and starts, TripAdvisor will share analysis of the relationship between what travelers tell us in surveys and their actual behaviors on-site – how they’ve evolved throughout the pandemic, the near-term forecast, and the signals all this may represent for long-term recovery.
Moderator: Terry Berggren, Director of Client Experience, Infutor
Wednesday, October 7, 2020
11:00 AM – 12:00 PM
Marketing Managers’ Roundtable – The Death of Cookies
Speakers: Howard Tietjen, Director of Sales, Epsilon; David Chastain Vice President, Travel & Tourism, Epsilon
Moderator: Derek Ramthun, Marketing Strategist, Partner Relations, Explore Minnesota
Privacy, the death of cookies, and identity marketing… What does it all mean and where do we go from here? In this session, Howard Tietjen and David Chastain of Epsilon will talk about the impact of third-party cookies going away and provide a recap of privacy in marketing. They’ll also go through identity resolution, how marketers can take back control and make some recommendations given the current landscape of the marketplace.
NOTE: Must register for the session
1:00 PM – 2:00 PM
Sector and Market Forecasts and Updates #2
Sports Tourism – Jon Last, President, Sports and Leisure Research
Sports and Leisure Research Group President culls the latest findings and insights from the firm’s Back to Normal Barometer, that has utilized a four-methodology approach to pulse consumer perceptions, attitudes, behaviors and expectations, twice monthly since the start of the pandemic. You will gain perspective on the implications for sports related travel and the category in general.
Accessible Travel – Eric Lipp, Executive Director, Open Doors Organization
New data on accessible travel and tourism will be presented, proving once again that the economics of accessible travel still make sense for the travel industry even under COVID conditions and beyond. Insights into when this market might return to more normal travel patterns will be shared. Eric will also report on initiatives that travel companies, destinations and organizations have launched to better attract and serve this growing and lucrative market, as well as how you too can benefit in the future.
Package Travel Market – Catherine Prather, President, NTA (National Tour Association)
In many cases, tour operators must reimagine their product to restore consumer confidence and meet new expectations related to health and safety concerns. National Tour Association President Catherine Prather will share updates on the new landscape of packaged travel and provide forecasting insights.
Moderator: Michael Simone, Senior Associate, RRC Associates
2:15 PM – 3:00 PM
Speaker: Michael Dominguez, President & CEO, ALHI (Associated Luxury Hotels International)
Moderator: Matt Clement, CDME, Senior Vice President, Marketing, Arrivalist
3:15 PM – 4:00 PM
Resilience of Cities During the Pandemic and Protests
Speaker: Al Hutchinson, President & CEO, Visit Baltimore
Moderator: Esra Calvert, Chief Data Advisor, Entrada Insights
The resilience of cities has been tested amid coronavirus and protests around the country. The media headlines referred to it as the end of big cities. It may take cities years to reach their former vitality. While this perspective paints a pessimistic portrayal of cities, adversity can bring out the best in cities. There lies a great opportunity to come out of this global crisis with a vision which reflects shared values, inclusion, diversity, well-being, quality of place, quality of life and long-term thinking; most importantly tourism’s role in the community. Learn how Visit Baltimore is leading the way through efforts in building an inclusive culture through the beloved Visit Baltimore brand. Most importantly, tourism plays a critical role in placemaking and defining the community shared values. Al has a great story to tell – adversity brings out the best in us. It is not the end of cities, after all!
Thursday, October 8, 2020
11:30 AM – 12:30 PM
Arrivalist Lunch and Awards
Speaker: Matt Clement, CDME, Senior Vice President, Marketing, Arrivalist
NOTE: Must register for the session – Only registered participants will receive a surprise
1:00 PM – 1:45 PM
Understanding the Mind of the Traveler in Uncertain Times
Speaker: Chris Davidson, EVP, Insights & Strategy, MMGY Global
Moderator: Cara Frank, Chief of Staff / VP of Marketing, Simpleview
2020 has been a year like no other. The best laid plans of travel industry marketers around the world have been shelved, shredded, or reimagined to meet the challenges of our new reality. To guide the development of these new strategies, data and insights have never been more important. In this session, Chris Davidson, EVP/MMGY Travel Intelligence, will share the firm’s latest research highlighting the motivations, preferences, and shifting priorities of American travelers. Drawing on data from its numerous industry studies, including its 2020/2021 Portrait of American Travelersâ data, Chris will reveal where travelers want to go, how they plan to get there, the types of accommodations they prefer, and what types of experiences they want to have. He’ll also explore how the COVID-19 pandemic has helped accelerate changes in destination marketing strategies, including trends such as understanding and measuring resident sentiment, the importance of a destination brand identity and its underlying values, and how destinations can use technology and loyalty strategies to build and cultivate relationships with visitors in a more sustained way.
2:00 PM – 3:00 PM
Marketing in the New Abnormal
Speakers: Denise Miller, Executive Vice President, SMARInsights; James Warren, Founder & CEO, Share More Stories; Katie Stadius, Global Media Strategist, MBuyModerator: Wendy Kheel, President, Kheel Consulting
Back in March, we all believed that the travel industry and marketing would return to “normal” by summer. Then, as the pandemic continued, we heard about the “new normal.” But, is anything “normal” in our future? Hear from three travel marketing experts who will discuss advertising research, changes in media consumption/distribution, and messaging/story telling in the “new abnormal.”
3:15 PM – 4:15 PM
Where do we go from here?
Speakers: Don Welsh, President & CEO, Destinations International; Roger Dow, President & CEO, U.S. Travel Association; Chris Thompson, President & CEO, Brand USA
Moderator: Berkeley Young, President, Young Strategies
For over twenty years Marketing Outlook Forum has provided travel marketers with forecasting for the coming year. In this year of global pandemic never has there been a greater need to know what the future holds. We are proud to bring together the traveler industry’s top three leaders to share their insights on what we can expect in 2021. Roger Dow (US Travel Association), Chris Thompson (Brand USA) and Don Welsh (Destinations international) will be together in one place having a candid conversation about their vision for the future. You won’t want to miss this powerful discussion.