Current Travel Landscape and Future Trends - Geoff Freeman, U.S. Travel Association
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The document discusses the travel industry's economic impact and perceptions of it in Washington. It provides data showing travel generates over $900 billion annually and supports millions of jobs and billions in tax revenue. However, some Washington opinion leaders see the industry as supporting low-paying jobs and claim travel is frivolous and non-essential. The travel industry is fighting back by advocating for its economic importance and working to change perceptions, such as by lobbying for the recent creation of a U.S. Tourism Board.
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Current Travel Landscape and Future Trends - Geoff Freeman, U.S. Travel Association
- 1. Hoosier Hospitality Conference March 15, 2011
- 2. Ranking the Travel Industry (output) Revenue (billions) Jobs (millions) Taxes (billions) $546.3 3.0 $65.7 $668.1 2.3 $76.1 $772.5 7.7 $115 $897.8 2.8 $98.8 Industry Chemical Auto Travel Insurance
- 3. Big Impact, Little Support FLU
- 4. Washington Opinion Leaders Say: Jobs Are Low Paying
- 5. Washington Opinion Leaders Say: Leisure and Business Travel is Frivolous
- 6. Washington Opinion Leaders Say: “Fun and Entertainment” = Less Important
- 7. Travel: Frivolous or Necessary? Necessary Core Business Function Commonplace Unnecessary Dispensable Frivolous / Luxury
- 8. Makings of Something Greater
- 9. Makings of Something Greater War on Travel? Industry Fights Back Law Is Signed to Create A U.S. Tourism Board
- 10. Step 1: Acknowledge Problem Same Problem Frivolous Non-Essential Luxury
- 11. Step 2: Become Advocates
- 12. What You Can Do [email_address]
Editor's Notes
- Swine flu 9/11 DHS New Barriers Recession Broken air travel Attacks on corporate meetings, events
- Changing travel’s identity – becoming necessary rather than frivolous – will not happen overnight. We will need a concerted, holistic and smart strategy. That strategy begins by setting a baseline: What do people think of travel? Why do they think the way they do? And, what might make them think differently of travel and the industry as a whole? At the spring board meeting, Rich Thau, President and Founder of Presentation Testing, talked about the process we might go through to better understand how target audiences would answer these questions. Since then, he held individual conversations with a dozen key opinion leaders and surveyed 400 more to get their views on travel and its importance relative to other industries. The information Rich is about to present is, in some respects, disappointing. On the other hand, Rich’s data further confirms the immense opportunities available to this industry if we can harness its economic, grassroots and intrinsic powers.