BALTIMORE -- The travel industry is solidly on the road to recovery
despite the long shadow cast by the Sept. 11 attacks, according to
presenters at the Association of Travel Marketing Executives
conference here.
Peter Yesawich, president of research firm Yesawich Pepperdine
& Brown, said post-Sept. 11 consumers have become more
interested in family travel and shorter trips.
Yesawich said consumers now prefer authentic experiences rather
than flashy vacations.
"Spirituality is now moving into the mainstream," he said, as
time-starved consumers seek vacations that "reduce stress."
Also, Yesawich noted, "Value is key."
Internet travel sites have benefited from this trend because the
notion that the Web has more bargains crystallized after Sept. 11,
when many suppliers marketed distressed inventory on line.
Consumers since have developed a sense of "empowerment,"
Yesawich said. However, he added, that sense of empowerment won't
displace the need for travel agents.
"Travel agents will prevail and will emerge in a healthy"
position, Yesawich said, largely because consumers also are seeking
more customized and personalized vacations.
The fact that consumers have not been turned off to travel since
Sept. 11 is positive for the industry as it recovers, said Betsy
O'Rourke, senior vice president of marketing for the Travel
Industry Association of America.
TIA also intends to counteract any consumer apprehension by
focusing its efforts on "kicking off the travel season before
Memorial Day," the traditional start of the summer travel season,
O'Rourke said.
In addition, she said, as travel volume steadily increases,
suppliers should "start slowly moving up prices" from current
discount levels to pre-Sept. 11 prices.
Another positive sign is the strong participation expected at
TIA's annual Pow Wow convention/trade show for the inbound market.
One of the industry's largest conventions, it will take place in
New Orleans May 25 to 29.
"We expect absolutely full attendance" with at least 5,500
suppliers and travel professionals, O'Rourke said.
But in his keynote address, Donald Schultz, professor at the
Medhill School of Journalism at Northwestern University, expressed
concern that "marketing is losing status."
He explained that since Sept. 11, many travel companies have
been downplaying marketing in favor of sales and its more immediate
payoff -- a shortsighted policy, he said.
Marketing puts a sharper focus on a supplier brand, he said,
adding that without focus, the brand suffers.