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.