MMGY Global’s Post

Summer temps and international travel intent are both on the rise, according to our thermometers and the latest MMGY Travel Intelligence report, Portrait of American Travelers® “Summer Edition.” Eighty percent of travelers surveyed shared that they’re looking to travel abroad in the next two years, hinting at a return to the pre-pandemic international travel market. Whether U.S. travelers are looking for new-to-them adventures or wanting to escape from the stress of America’s political and financial climate, MMGY Travel Intelligence’s Executive Vice President Chris Davidson remains “quite optimistic about the overall travel forecast based on what consumers are telling us.” Those who aren’t escaping overseas are choosing to hop in their cars and hit the road – at least three-quarters of U.S. travelers are planning road trips in the next year. For more strategic insights on the latest trends, interests and perceptions of U.S. travelers, click the link below. https://bit.ly/3LiqgTt

We’ve been waiting all year, and it’s finally here – Destinations International Annual Convention! While it’s still a week away, we’ve got our bags packed and our agendas sorted. For those of you headed to Tampa too – when you spot one of our attendees, be sure to say hello! Craig Compagnone, President, Americas  Justin Farmer, EVP, Growth Julie Freeman, EVP, PR, Americas Chris Davidson, EVP, Travel Intelligence Jessica Schultz, EVP, Media & Analytics, Americas  Cassandra McAuley, Managing Director, NextFactor  Greg Oates, SVP, Innovation, NextFactor Whit B., VP, Growth & Marketing  Kim Lenox, SVP, Group Director Tourism Strategy Sara Gorgon, VP, PR  Loren Teachey, Supervisor, Data & Performance Analytics

As promised, here are the remaining five things that are driving inspiration and innovation at MMGY as shared by CEO Katie Briscoe at the 2024 Women Leading Travel & Hospitality Summit. (Not sure what’s going on? Check out our previous post for the first half of the list!) https://bit.ly/3zDzuHh 6. Transformation in Progress AI continues to drive change at an incredible pace. And according to Jack Ma, co-founder of Alibaba, we should expect more change in the next five years than the last 50. At MMGY, we are embedding this technology into our foundation to transform the work we do for our clients. 7. Proof of Humanity With media trust at an all-time low and the impressive results of AI deepfakes, consumers are looking for the humans behind it all. Brands that share genuinely from a uniquely human perspective will create authentic, trusted connections. 8. Responsible Travel Our research shows that 6 in 10 travelers will pay more to patronize travel providers who show environmental responsibility, and even more will change their personal travel habits. We still see value as paramount – but as younger generations take the lion’s share of trips in the next decade, sustainable travel will be mainstream. 9. Inclusivity in Marketing Is Good for Business Inclusivity has always been good for business. Representing these travelers in our marketing strategies is simply being realistic about who our consumers really are and addressing those blind spots. Plus these underrepresented segments aren’t small players in the traveler space. MMGY’s Inclusivity in Travel Research Series found that annually Hispanic travelers, Black travelers and travelers with disabilities spend an impactful $114 billion, $109 billion and $58 billion, respectively – figures that will only continue to grow. 10. The Power of Travel At MMGY, we believe that travel has the power to transform. It broadens perspectives, enables personal growth and enriches our understanding of the world and its people. That’s why we do what we do. What’s inspiring you this year?

We’re still basking in the afterglow of our time at this year’s Women Leading Travel & Hospitality Summit, an event we proudly sponsored. During the summit, MMGY Global CEO Katie Briscoe presented 10 things that inspire our people here at MMGY. And don’t worry – we’re going to give you the inside scoop. But with so much to cover, we’ll be sharing five now and five later. 1. Global Travel Is Back With Bloomberg reporting that U.S. consumer sentiment is up and UNWTO showing that travel prices are down, international travel is gaining ground toward pre-pandemic levels. And don’t expect for things to level out anytime soon – WTTC projects $5 trillion in growth by 2034.   2. “Revenge Travel” Is Over All the missed trips have been taken. And with no resulting decline in travel intent, the industry is finally stabilizing as consumers prioritize travel and purposefully embark on new adventures. 3. The Year(s) of the Cruise MMGY’s latest Portrait of American and Canadian International Travelers™ reported that 7 in 10 U.S. international travelers are interested in taking a big ship cruise. As new experiences move to the top of travelers’ motivations, cruises have emerged as a cost-effective and safe way to get out and explore internationally. 4. Being Seen at the Scene Material possessions have nothing on experiences for younger generations. Gen Zers and Millennials will spend more and travel farther to attend live events, with 3 in 5 having already done so in the past year or planning to do so in the coming year. 5. Personalization vs. Privacy Consumers want – and are getting – more privacy online, but they also want personalized experiences. By the end of 2024, up to 34% of Americans will be under privacy restrictions, making our jobs as marketers more difficult. So why is this inspiring? Because we know that these challenges will only push us to find more effective strategies! Not sure you can wait for the rest of the list? We get it. We’re not good at waiting, either – so here it is! https://bit.ly/4eX2Xfp

We’ve been doing our annual Agency Week in some form for almost the entirety of our 43-year history. You don’t do something for nearly four decades if it’s not important or effective. And nothing matters to us more than inspiring our global teams, connecting together as colleagues, giving back to our communities through service opportunities and learning new things. We could tell you how amazing this past week was, but we’d rather let the video do the talking.

What’s better than hiking the Northern Territory’s Kings Canyon? Hiking up QUEENS Canyon in full drag. Click the link for the full story. https://bit.ly/4cbe6aO

Data “is”? Or data “are”? If you’re one of the “are” folks, then we hope to see you over the next few days at the Travel and Tourism Research Association’s 54th Annual International Conference. Three of our data specialists from MMGY Travel Intelligence and NextFactor are there – so make sure to say hello to Sindy Diab, Simon Moriarty and David Lorenz. Because data are the heart and soul of everything we do at MMGY Global, our sponsorship of TTRA’s annual conference is predictive. And with a topic like “Global Insights, Local Stories: Shaping Tourism Research,” it’s almost prescriptive. (We hope you’re enjoying our embedded puns – we’re going for quality over quantity here.)

The Women Leading Travel & Hospitality Summit kicks off today – and as proud sponsors of this annual event, we can’t wait to grab our name tags and get started. Featuring top minds in the industry, this year’s Summit covers the hottest travel trends and topics. If you’re attending, be sure to say hello to Katie Briscoe, Lisa Graves, Jessica Schultz and Johanna Cook. We hope to see you there!

Are you ready for a privacy-first future? Join us on June 12, 2024 at 11:00 am EST, for an important webinar hosted by Destinations International titled "Privacy First: What Destinations Need to Know About Changing Privacy Regulations in 2024." With 70% of the global population soon to be protected by privacy laws, 2024 is emerging as the year of privacy – a shift that cannot be ignored by destination marketers. During this webinar, MMGY Global's VP of Data Strategy and Performance Analytics TJ Walz and Red Clover Advisors' Founder and CEO Jodi Daniels will navigate you through the ever-changing landscape of privacy regulations. They're here to arm you with the knowledge and tools you need to be compliant while maintaining robust media performance. What's on the agenda? A deep dive into the privacy timeline: where we are and where we are headed Understanding new privacy regulations and their impact on destination marketing Strategies for compliance that align with your marketing efforts How compliance can impact the bottom line Practical tools for implementation, including Consent Management Platforms (CMPs) A look at the continuous process of auditing and adapting to regulations Whether you're a seasoned marketer or just starting to explore the intricacies of data privacy, this webinar is a must-attend event. Use discount code MMGYGLOBAL24 at checkout in order to register for the webinar for free! #PrivacyFirst #MMGY #RedCloverAdvisors #DestinationMarketing https://lnkd.in/g964JNTk