AAA President Offers 6 Changes the Travel Industry Can Make to Prosper in National Tourism Conference Remarks.Business Editors/Travel Writers Marketing Outlook Forum AUSTIN, Texas--(BUSINESS WIRE)--Oct. 21, 2003 To successfully combat the many challenges faced by today's travel industry, AAA AAA: see American Automobile Association. (Triple A) A common single-cell battery used in a myriad of electronic devices of all variety. Like its double A (AA) cousin, it provides 1.5 volts of DC power. When used in series, the voltage is multiplied. President and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. Robert L. Darbelnet offered six tenets of change the industry can and must consider to help ensure a bright future. In his keynote address keynote address n. An opening address, as at a political convention, that outlines the issues to be considered. Also called keynote speech. Noun 1. to more than 500 delegates at the Travel Industry Association's 2003 Marketing Outlook Forum here, Darbelnet said that most of the challenges come in the form of permanent changes to the travel business. "Travelers' habits have changed and I don't think we will see a return to their behaviors of the past," he said. "We might as well get used to the price-sensitive, more knowledgeable shopper who is looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. a short vacation, and is comfortable booking close to the departure date." Darbelnet said that anybody who thinks he can "hunker down Hun´ker down v. 1. to crouch or squat; to sit on one's haunches. 2. to settle in at a location for an extended period; - also (figuratively) to maintain a position and resist yielding to some pressure, as of public opinion. 3. and wait these changes out is in for a rude awakening." He said the following changes should be on the travel industry's to do list: -- Stop complaining. Despite the turbulence since 9/11, this is not the first time the industry has been confronted with disruptive events. Best of all, the travel business still has a lot of upside Upside The potential dollar amount by which the market or a stock could rise. Notes: This is basically an educated guess on how high a stock could go in the near future. See also: Bull, Downside . -- Advertise. Figure out how to effectively fund the effort to promote this country to foreign tourists. "Foreign countries that compete with us for tourists are spending millions on coordinated advertising - and, it is working," Darbelnet pointed out. "As our market share of inbound in·bound 1 adj. Bound inward; incoming: inbound commuter traffic. Adj. 1. inbound travel declines, other tourist destinations A tourist destination is a city, town or other area the economy of which is dependent to a significant extent on the revenues accruing from tourism. It may contain one or more tourist attractions or visitor attractions and possibly some "tourist traps". are seeing their business increase." -- Get out of the tax collector role. There is no doubt that travelers are a "plump target for tolls and a minimal threat at the polls," Darbelnet added, but "we have enough challenges without becoming the taxman's pipeline to the traveler's wallet." -- Ensure that travelers get value, for that will be a direct catalyst for the consumer's decision to start planning another vacation. -- Recognize the diverse segments of the market and tailor your offerings. "The marketplace is changing and the needs and preferences of travelers will change too," Darbelnet said. "Those who fail to see these changes coming are destined des·tine tr.v. des·tined, des·tin·ing, des·tines 1. To determine beforehand; preordain: a foolish scheme destined to fail; a film destined to become a classic. 2. to lose out to those who do." -- Collaborate to effectively connect all the segments of the industry because a successful trip generally requires that multiple products and different modes of transportation interface smoothly. "We all have a vested interest Vested Interest A financial or personal stake one entity has in an asset, security, or transaction. Notes: For example, if you have a mortgage, your bank has a vested interest on the sale of your house. See also: Right in making sure that the traveler's experience is positive," Darbelnet said. "The efficiency with which we assemble the components of a consumer's vacation affects the ease with which travel is promoted, bought and experienced." The three-day Marketing Outlook Forum (Oct. 20-22) is the premier national conference for the U.S. travel and tourism industry and is being held at the Renaissance Austin Hotel. As North America's largest motoring and leisure travel organization, AAA provides more than 46 million members with travel, insurance, financial and automotive-related services. Since its founding in 1902, the not-for-profit, fully tax-paying AAA has been a leader and advocate for the safety and security of all travelers. AAA news releases are available from http://www.aaa.com/news |
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