11:00 am-5:00 pm

Registration

The Registration Desk will be located in the Oregon Ballroom Lobby during the hours of:

Monday, October 27 -       11:00am – 5:00pm
Tuesday, October 28  -     7:15am – 5:15pm
Wednesday, October 29 -  7:30am – 5:30pm
Thursday, October 30 -      8:15am – 9:00am

6:00 pm-8:00 pm

Sponsored by:

Opening Evening Event -
Experience Oregon and Portland Too!

At the Portland Art Museum

When was the last time a marching band heralded your arrival at an event? Been a while? Well, we can remedy that during an evening reception designed to introduce you to Oregon's culture – from green and outdoorsy to creative and quirky. Step off the bus and step in time to the tunes of Portland's MarchFourth Marching Band. Then slip inside the elegant Portland Art Museum for a peek at culture both refined and raucous. We'll have all our favorite Oregon characters on hand, as well as great food, terrific entertainment and unrivaled Oregon wines. "Buses will depart at 5:30 pm; Attire snappy casual.

7:15 am-5:15 pm

Registration

7:30 am-8:00 am

Continental Networking Breakfast

8:00 am-8:30 am

Welcome Remarks

Speakers: Roger Dow, President & Chief Executive Officer, Travel Industry Association; Todd Davidson, Planning Committee Chair, TIA's Marketing Outlook Forum, Chief Executive Officer, Travel Oregon; Caroline Beteta, TIA's National Chair, President & CEO, California Travel and Tourism Commission

8:30 am-9:15 am

The Economic Outlook and its Implications

Spiking oil prices, rising unemployment and falling home prices make for an uneasy consumer. Can the economic stimulus turn the tide of the business cycle? Based on objective leading indicators, this essential presentation offers a thought-provoking review of where we are in the economic cycle and what lies ahead for the U.S. and global economies -- including the impact on leisure and business travel in the coming year. 

Speaker: Lakshman Achuthan, Managing Director, Economic Cycle Research Institute

9:15 am-10:30 am

 Sustainability 360 - A Travel Industry Overview

With sustainability at the top of the industry's agenda, the travel business landscape is changing fast. Staying ahead of the curve requires dynamic leadership and systemic solutions that deliver solid financial, social and environmental results. Join us for a conversation with some of the travel industry's leading experts.  

American Express and TIA are partnering on The Sustainable Travel Initiative, a comprehensive plan designed to make crucial information available and to guide the travel industry in its response to assuring sustainability in travel and tourism. The Corporate Responsibility Officer from American Express will provide an overview of this Initiative, followed by a keynote panel of industry leaders discussing sustainability efforts – from boardroom to execution – and why they are important to your business.  And then see the debut of www.travelgreen.org, a new website developed by TIA and American Express as part of this initiative.

Moderator: Judy Tenzer, Vice President, Corporate Social Responsibility, American Express Company

Panelists: Faith Taylor, Vice President, Innovation, Business Development and Subtainability, Wyndham Hotels and Resorts; Leilani Latimer, Director, Sustainability Initiatives, Sabre Holdings; Dr. Suzanne Cook, Senior Vice President, Research, Travel Industry Association

10:30 am-11:00 am

Networking Coffee Break

Concurrent Sessions I

11:00 am-12:15 pm

 The "Greening" of Travel -
Two Steps Forward and One Step Back

The "greening" of travel is a complex topic, further complicated by consumer demand and potential supply chain issues, as well as government mandates.  How can sustainable tourism be developed in the real world? What will it cost? How can your organization leverage this new reality to gain a competitive advantage? These issues and other tough questions will be addressed in this informative session.

Moderator: Brian Mullis, President, Sustainable Travel International

11:00 am-12:15 pm

Business Travel Trends

Based on the latest stats, this panel of travel industry executives will review the current state of business travel and discuss its expected strengths and weaknesses in 2009.

Moderator: Daphne Bryant, Foundation Director, National Business Travel Association Foundation

Panelists: Lisa Stanford, Advisor, Strategy, Policy & Compliance, ConocoPhillips; Doug Ducate, President & Chief Executive Officer, Center for Exhibition Industry Research; Michael W. Lyons, Vice President, Corporate Events & Travel Services, HSBC 

11:00 am-12:15 pm

International Inbound Travel and Emerging Markets

International inbound tourism has benefitted from the very weak dollar and pent-up demand, while new countries such as China and India are on the verge of exploding with potential outbound travelers. Are you taking advantage of this recovery and are you ready to handle this influx of new visitors? Join us as we explore the intricate nature of the inbound travel market and hear about the latest trends and forecasts. Find out on which countries you should focus your marketing efforts in the months and years ahead.

Moderator: Adam Sacks, Managing Director, Tourism Economics

Panelists:  Helen Marano, Director, Office of Travel and Tourism Industries; Dr. Rich Harrill, Director, Alfred P. Sloan Foundation Travel & Tourism Industry Center, University of South Carolina

11:00 am-12:15 pm

Outlook for Attractions:
Turning "Green" into Green

More and more, companies are realizing the importance of incorporating environmentally sensitive practices as a way to differentiate their product and impact their bottom line. Gather insight from our expert panel as they present case studies from their own attractions.

Moderator: Barbara Steinfeld, Vice President of Tourism Sales, Travel Portland and National Council of Attractions Board of Directors Member

Panelists: Jane Hartline, Marketing Director, Oregon Zoo; Deb Friedel, Director. Sustainability, Delaware North Companies Parks & Resorts; Thomas See, Vice President, Sales, Universal Studios Hollywood

12:20 pm-1:30 pm

Sponsored by:

Luncheon

Speaker: Terry Jicinsky, Senior Vice President, Marketing, Las Vegas Convention and Visitors Authority

1:35 pm-2:50 pm

The Millennial Mindset

Dubbed the Millennials or Generation Y, those in their 20s and early 30s are digitally dependent, motivated differently than their Boomer parents, and are literally turning the business, political and social order upside down. Similarly, they approach travel decisions in non-traditional ways. Better get inside their heads—the Millenials are a major market opportunity.Join advertising agency Wieden+Kennedy in unraveling who these consumers are and how they travel. Take a look at their use of technology before, during and after trips, as well as effective methods to engage this audience.

2:55 pm-3:25 pm

Networking Coffee Break

Concurrent Sessions II

3:30 pm-5:00 pm

Outlook for Hispanic Travel

The Hispanic/Latino population is the fastest growing minority segment in the U.S. According to the U.S. Census, the Hispanic/Latino population is currently estimated at 45.5 million with a projected growth to 47.8 million for 2010.  This "minority" segment has the potential to be a very lucrative market for leisure travel. This session will present the overall findings of the new TIA Profile of Hispanic/Latino Leisure Travel which examines the leisure travel behaviors, preferences, and motivations of the Latino population living in the U.S.  Additionally, learn about successful marketing initiatives used by some major corporations to address and grow their share of this vital market.

Moderator: Chris Cordova, President, CRC Research

Panelists: Barbara (Bobbie) Leflein, President, Latino Life Research; Wendy Kheel, Director, Consumer Insights, Universal Studios Hollywood

3:30 pm-5:00 pm

Outlook for Accommodations

Please join us for a STR report on the state of the lodging industry, some new learning on hotel guests' real feelings about "green" initiatives, and a presentation about one of the new and exciting "lifestyle" hotels, Cambria Suites.  A "question and answer" session with the audience will also be conducted.

Moderator: Kevin Hanstad, Vice President, Customer Research and Insights, Carlson Hotels Worldwide

Speaker: Duane Vinson, Vice President, Smith Travel Research; William Edmundson, President, Cambria Suites

3:30 pm-5:00 pm

Outlook for Travel and Shopping

Shopping, Dining and Cultural Tourism are the top three travel activities in America.  Learn how innovative destinations of all sizes successfully market these passions through online dynamic packaging strategies to attract domestic and international travelers.  Even in today's challenging economy, travelers are spending in luxury boutiques, quaint museum stores, mega-malls and factory outlets.  Special preview of the new Shop America Travel Study.

Moderator: Rosemary McCormick, President, Shop America Alliance

Speakers: Susan Houck, Vice President, Marketing, Las Vegas Premier Shopping Places; Bonnie Carlson, President & Chief Executive Officer, Destination Bloomington Minnesota, the Bloomington CVB; and Art Jimenez, Senior Director of Leisure Sales, Las Vegas Convention and Visitors Authority 

3:30 pm-5:00 pm

Outlook for Attractions-
Marketing Your Attraction Online

Social media has completely changed the way we have traditionally looked at marketing. This panel will discuss successful examples of social media and cost-effective opportunities to drive attendance to your website.

Speakers: Jon Schepke, Founder & President, Strategic Internet Marketing Partners; Fran Stephenson, Director, Communicatoins, Sea World San Antonio

7:00 pm-10:00 pm

in partnership:

TIA & National Geographic Traveler
Presents the Odyssey Awards

7:30 am-5:30 pm

Registration

7:30 am-8:00 am

Continental Networking Breakfast

8:00 am-9:15 am

Good Morning Marketing Outlook Forum:
Meet the Leaders of the Travel Industry

Tune in for a morning conversation with a cross section of the industry's leading executives as they talk about the latest news, developments and trends in their respective businesses and segments, and the industry overall. More candid than your favorite morning television program, this session will also provide a sneak peak into the future, as the panelists predict what's coming next and share some of their plans. Stay tuned.

Moderator: Caroline Beteta, National Chair, TIA and President & Chief Executive Officer, California Travel & Tourism Commission

Panelists: Chuck Bowling, Executive Vice President, Mandalay Bay Resort & Casino (Invited)

9:15 am-10:15 am

The Luxury Market - Outlook and Insights

Despite the state of the economy, luxury seekers are still traveling.  Examine where they are going, what they are doing, and what they want. Most importantly discover how to tap into this elusive market.

Moderator: Mark Miller, Executive Strategy Director, Team One Advertising

Panelists: Bruce Himelstein, Senior Vice President, Sales & Marketing, The Ritz Carlton Hotel Company, LLC; Milton Pedraza, Founder & Chief Executive Officer, Luxury Institute, LLC

10:20 am-10:50 am

Networking Coffee Break

Concurrent Sessions III

10:55 am-12:10 pm

Outlook for Leisure Travel

For the most part, the events of 9/11 had minimal impact on domestic leisure travel.  Expecting a significant downturn in leisure travel, destinations were able to breathe a sigh of relief when the industry found out how resilient leisure travelers are.  Fast forward to 2008.  The economic "pinch" has turned into a "punch" with leisure travelers hit on all sides by high gas prices, double-digit increases in the cost of food, disappearing airline flights, rising airfares, and a generally sour economy.  How are leisure travelers adapting to this new environment and what are the impacts and opportunities for destinations? 

Moderator: David Sheatsley, Director, Marketing Research, Travel Industry Association

Panelists: Dr. Greg Dunn, Vice President, Director of Insights, Ypartnership; Bob Sharak, Executive Vice President, Marketing and Distribution, Cruise Lines International Association, Inc.; Gary Sain, President, Orlando/Orange County Convention & Visitors Bureau, Inc.

10:55 am-12:10 pm

Air Travel: Where Are We Headed?

In these times of airlines filing for bankruptcy, merges between "big carriers", and the removal of major routes to popular destinations, what is next for this ailing industry? Get the latest facts and forecasts from this critical sector of the travel industry.

Moderator: Joni Newkirk, Senior Vice President, Business Insight & Improvement, Disney Destinations, LLC

Panelists: Barbara Higgins, Vice President, United Contact Centers, United Airlines; Mike Tretheway, Executive Vice President & Chief Economist, InterVISTAS Consulting Inc.

10:55 am-12:10 pm

Outlook for Destinations

Join leading destination marketers for an in-depth discussion of external events and new market trends affecting travel overall and to their destinations, new innovative marketing programs, and their outlook and plans for the future. Also, learn from the innovative sustainable tourism initiatives they have launched.

Moderator: Todd Davidson, Chief Executive Officer, Travel Oregon

Panelists: Susan Whitaker, Commissioner, Tennessee Department of Tourist Development; John Edman, Director, Explore Minnesota Tourism; Jeff Miller, President and Chief Executive Officer, Travel Portland; Joe D'Alessandro, President and Chief Executive Officer, San Francisco Convention and Visitors Bureau

10:55 am-12:10 pm

Outlook for Attractions - 
Advertising online for Attractions

Are you confused by the advertising efforts of Google, Yahoo! And MSN? Do Search Engine Optimization and Pay Per Clicks have your head spinning? This session will walk you though the ins and outs of online advertising with special emphasis on getting the biggest bang for your buck.

Moderator: Brian Wright, Director of Marketing, DNC Parks & Resorts at Yosemite, Inc and National Council of Attractions Board of Directors Member

Panelists: Jeff Wiebel, Vice President, Southeast Sales, Travel Ad Network; Jim Mollica, Director, Interactive TV and New Media, The Walt Disney Company

12:15 pm-1:40 pm

Luncheon

1:45 pm-2:50 pm

Fast Tracks

Explore trends and get answers to your questions from industry leaders at informational round table discussions on topics pertinent to your company's marketing efforts. Two sets of 30 minute concurrent sessions sponsored by some of the leading research, marketing and eBusiness companies, including:

• Entertainment Corporate Marketing Solutions- In this session we'll show you how to engage with your customers by leveraging local or destination discount offers targeted to support your marketing efforts.
• Ruf Strategic Solutions - Attend this session to learn how to use analytics to discover, acquire and retain your travel customers to market smarter in difficult economic times.
• simpleview - simpleview will showcase best-of-breed technologies for content management, customer relationship management and interactive marketing to cultivate new business opportunities and dramatically increase bottom line results.
• TNS - Become the destination of choice.  TNS' combination of worldwide reach, and innovative technologies, can help you grow your visitation base, secure more conventions, and ensure your marketing efforts are effective.
• eBrains - Measuring and assessing online marketing options  based on actual conversions to visit and ROI.  Presented by the leader of measurable online visitor conversion for states and destinations
• JackRabbit - Travel Widgets upgrade the core functionality of destination websites.  DMOs benefit from an improved end-user experience and incremental revenue; advertisers get qualified, targeted clicks.
• Yellowstone International -The travel planning process as well as the vacation experience has changed dramatically during recent years due to advancing technology. Learn how podcasts, consumer-generated media, and other new media can be used to promote your destination or business in today's changing landscape.
• Acxiom Travel & Entertainment - Drive business decisions with accurate, timely customer insight in an affordable customer and prospect marketing database that enables campaign planning, creation, execution and reporting across all channels.
• USDM - In this session USDM.net reveals breakthroughs in SEOM that put you in control of your search rankings. Learn about this organic search engine marketing system with easy-to-use tactics that will increase your first page rankings, maximize the number of web pages that rank optimally and generate more traffic to your web site. USDM.net will show you how to apply this simple solution to demystify search engine marketing. No technical skills are required.
• National Research Network - Very little research has been done to grade various hospitality providers on how they deliver on women traveler's particular needs.  Our study highlights the companies that get it right and how to capitalize on this valuable market, whether they're traveling for business or leisure.

1:45 pm-2:50 pm

New TIA Initiatives

Receive the latest information on TIA's cutting-edge programs The National Attractions Barometer and The Benefits of Travel.

Speakers: Patty Hubbard, Vice President, National Councils, Travel Industry Association; Dennis Petroskey, Senior Vice President of Communications, Travel Industry Association; Rebecca Pearson, Director, Content Strategy & Advertising, Travel Industry Association;

2:55 pm-3:25 pm

Networking Coffee Break

3:30 pm-4:45 pm

The NEXTgen Traveler

Ypartnership and PhoCusWright have partnered to co-author the "NEXTgen Traveler™," a provocative new study of how active travelers use emerging technologies to plan, purchase and now share information about their travel experiences . The study provides an in-depth examination of the lifestyles, travel preferences and media habits of this is remarkably mobile group of travelers that is defined more by their attitudes toward technology than their demography.

Speakers: Dr. Peter Yesawich, President & Chief Executive Officer, Ypartnership; Lorraine Sileo, Vice President, Research, PhoCusWright

4:50 pm-5:35 pm

Marketing Outlook Forum Wrap-Up

Speaker: Dr. Suzanne Cook, Senior Vice President, Research, Travel Industry Association

Open Evening

Experience Portland - Dine Around

When the Food Network last year recognized Portland as the nation's "most delicious destination," local chefs, growers and food makers weren't surprised.  The area's mild climate, long growing season and, yes, even its famous rain, make the region ideal for producing top-quality fruits and vegetables. But there's more…the region is also known for its Pacific Ocean ultra-fresh seafood, Oregon Pinot wines, Portland craft beers and artisan cheeses--all of which await you in Portland's restaurants.

To experience this culinary showcase, visit the Portland Information Booth, located in the Marketing Outlook Forum's registration area, where one of the visitor specialists will recommend a restaurant, make dining reservations for you or give you great "insider" information on things to see, do and experience in the region.

Visit the Portland Information Booth:

• Monday, Oct. 27 – 12:30-4:00 pm
• Tuesday, Oct. 28 – 9:30-5:00 pm
• Wednesday, Oct. 29 – 9:30-5:30 pm

7:15 am-5:15 pm

Registration

The Registration Desk will be located in the Oregon Ballroom Lobby during the hours of:

Monday, October 27 -       11:00am – 5:00pm
Tuesday, October 28  -     7:15am – 5:15pm
Wednesday, October 29 -  7:30am – 5:30pm
Thursday, October 30 -      8:15am – 9:00am

8:30 am- 10:00 am

and

10:30 am-12:00 pm

Strategic Professional Development Sessions

In addition to the two full days of programming, we have added an additional half-day of strategic professional development sessions, free to MOF delegates. Join members of the renowned Walt Disney Parks and Resorts research team for practical and actionable sessions on "Measuring Program Success" and "Technology Applications for Travel Research".

Measuring Program Success
Participants will learn about the approaches used to measure the success of marketing programs and other initiatives at Walt Disney World Resort.  Using examples, the WDW team will discuss its measurement process, share critical success factors for measurement programs, present a variety of approaches used to evaluate program success, and offer thoughts on reporting results.  Q&A and discussion with other participants will provide additional opportunities for sharing thoughts on how to evaluate tough-to-measure initiatives.

Presenters: Mark Haskell, Vice President, Forecasting, Walt Disney Parks & Resorts; Michael Robbins, Forecasting Manager, Walt Disney Parks & Resorts

Technology Applications for Travel Research
Learn how Researchers at Walt Disney World Resort apply the latest methods and technology to efficiently gather data, while enhancing the Guest experience. Real examples will reveal ways to build trust and fully engage your customers as a prerequisite to gleaning key insights. Please bring your questions and also your own research experiences you can share with the group.

Presenters: Introduction and overview by Lori Georganna, Vice President, Research, Walt Disney Parks & Resorts; Paul Caswell, Senior Manager, Research, Walt Disney Parks & Resorts; Terry Dolan, Manager, Field Operations, Walt Disney Parks & Resorts.