™

A Sea of awaits.scan the code to get an exclusive look.

P U B L I S H E D B Y T R AV E L W E E K LY I N C O O P E R AT I O N W I T H T H E U . S . T R AV E L A S S O C I AT I O N

IPW DailyMonday, June 10, 2013

CW1PW0610.indd CW1 5/30/13 12:45 PM

Text SEAWORLD to 30364 and tweet #SeaOfSurprisesfor special surprises during IPW!Text SEAWORLD to 30364. Message and data rates may apply. Text STOP to 30364 to opt out. Text HELP for information. You will receive 2 text messages per day in response to your text during IPW. Participating carriers include: Alltel, AT&T, Boost Mobile, Nextel, Sprint, T–Mobile, U.S. Cellular, Verizon, Virgin Mobile. Privacy Policy, http://seaworldparks.com/en/seaworld-orlando/Privacy-Policy. Sponsor: SeaWorld Parks & Entertainment, Inc. 9205 SouthPark Center Loop, Suite 400, Orlando, FL 32819. © 2013 SeaWorld Parks & Entertainment, Inc. All rights reserved.

™

IS MAKING A SPLASH AT IPW.

CW2PW0610.indd CW2 5/30/13 12:46 PM

INSIDE NEWS EvENtS

P u b l i s h e d b y t r av e l w e e k ly i n c o o P e r at i o n w i t h t h e u . s . t r av e l a s s o c i at i o n

Las vegas Show NightTonight, IPW 2013 attendees will get to

experience the entertainment capital of

the world in full effect. This year, every

delegate has an exciting opportunity to see

one of Las Vegas’ most popular shows at

no charge.

Through SHOWVegas, delegates were

able to preselect a show of their choice to

enjoy during tonight’s citywide event. All

tickets reserved online must be picked up at

the SHOWVegas booth by noon today.

Participating shows include: Blue Man

Group at Monte Carlo; Defending the

Caveman at Harrah’s; Jersey Boys at

Paris Las Vegas; Le Rêve – The Dream at

Wynn Las Vegas; Million Dollar Quartet

at Harrah’s; Mystère™ at Treasure Island;

Peepshow at Planet Hollywood; Rock of

Ages at The Venetian; Terry Fator: The

Voice of Entertainment at The Mirage; The

Beatles™ LOVE™ by Cirque du Soleil® at The

Mirage; V – The Ultimate Variety Show at

Planet Hollywood in the Miracle Mile Shops;

Vegas! The Show at Planet Hollywood in the

Miracle Mile Shops; Zarkana™ by Cirque du

Soleil® at ARIA Resort; and Zumanity™, The

Sensual Side of Cirque du Soleil® at New

York-New York.

Transportation for all shows is being

provided by Big Bus Tours.

8:30 – 9:30 a.m. Open Appointments

8:30 a.m. – 5:05 p.m. Partner Marketing Pavilion

9:35 a.m. – 5:05 p.m. Business Appts.

9:30 a.m. – 4:00 p.m. Media Marketplace

12:40 – 1:40 p.m. Lunch: Brand USA

Evening Event SHOWVegas

Stay connected: Follow #IPW13and @USTravelPowWow on Twitter for real-time news.Thanks to VISIT FLORIDA, access complimentary Wi-Fi in the Brand USA Hospitality Lounges. Username: flsunshine Password: welovefl

2 VISA PROGRESS

12 BUSINESS TRAVEL

BENEFITS

18 PARTNER MARKETING

PAVILION DEBUTS

IPW DailyMonday, June 10, 2013

USA TRAVEL TIPAmerica’s National Parks are known worldwide for their pristine natural beauty, moving history and unrivaled recreational offerings. IPW delegates can learn more about exploring the United States’ public lands and destinations by visiting the “Federal Row” of exhibitors, including the U.S. Department of Interior, National Park Service and National Parks Promotion Council, located next to Brand USA’s booth.

By Harvey CHipkin

Progress, programs and plans are

what IPW 2013 is all about for Brand

USA, according to Anne Madison, chief

communications officer for the organization,

which was created to encourage travelers

from all over the world to visit the United

States. The national public-private

marketing entity was established in 2010

to work in close partnership with the entire

U.S. travel industry to promote travel to

America.

Brand USA will host the IPW luncheon

today to provide attendees with an update

on the organization’s progress, as well as to

show appreciation for suppliers and buyers.

New partnerships will be announced.

“This is our third year in existence,” said

Madison. “The first year involved putting

together an organization and letting the

world know that America is open for

business. This past year has involved

leveraging all of the experiences the U.S. has

to offer — the diversity, the expected and

the unexpected places.”

“For example, we are building a network

of international representation firms that will

be in the markets that generate 93 percent

of our arrivals; we are now at about 80

percent of that level,” continued Madison.

“We are now available to provide direct

access to our destinations and attractions

with local markets around the world.”

Brand USA chooses active markets based

on six key criteria: volume (number of visitors

continued on page 22

Brand USA Extends Invite to Discover America

Reproductions of the legendary Las Vegas sign greeted IPW delegates at the Las Vegas Convention Center on Saturday.

2 I P W D A I L Y T R A V E L W E E K L Y / U . S . T R A V E L

By Laura DeL rosso

The National Travel and Tourism

Strategy (NTTS) launched 18

months ago has fueled progress in

streamlining visa processing at U.S.

consulates around the world, and

more improvements are expected

to build on the success, said

Jonathan Grella, the U.S. Travel

Association’s senior vice president

of public affairs.

“We’ve seen tremendous

progress since President Obama

called for the National Travel and

Tourism Strategy,” said Grella.

“The processing of visa

applications in Brazil and China

has increased by 40 percent

in the past year. No longer are

prospective visitors faced with

previously common delays that

sometimes were more than 100

days.”

Grella, who is leading U.S.

Travel’s government relations,

grassroots, research and

communications efforts, said the

association’s work in boosting

international travel to the United

States through visa reform remains

a high priority.

“We need to sustain the

remarkable progress that’s

been made,” he said, and reach

the NTTS goal set by President

Obama of attracting 100 million

international travelers to the U.S.

by 2021.

Among the measures that U.S.

Travel is focused on is legislation

that would include Hong Kong in

the Visa Waiver Program (VWP)

and another bill that would expand

the program and allow secure

videoconferencing for travelers

who are seeking a visa.

Current U.S. law only allows

“countries” in the VWP. A proposal

would amend the law that created

the program, allowing Hong

Kong to be treated as a “program

country” for purposes of visa

waiver eligibility. Nearly 129,000

travelers from Hong Kong visited

the U.S. in 2011.

U.S. law made an exception to

the VWP in the past — for Taiwan,

which is not

recognized by the

U.S. as a sovereign

country but was

admitted as a

program member in

November 2012.

Another

proposed measure

that would boost

international travel

is a provision of

the proposed JOLT Act (Jobs

Originated through Launching

Travel), which would expand the

VWP and allow the use of secure

and remote videoconferencing

in a pilot program at select U.S.

consulates around the world.

Such a step would be especially

useful in making it easier for

travelers in major emerging

markets such as Brazil, China and

India that are vast countries where

citizens have to travel hundreds

and sometimes thousands of miles

to the nearest consulate for an

interview to obtain a U.S. visa.

Expanding the VWP and

facilitating the use of secure

videoconferencing to conduct visa

interviews are both strong moves

that would boost international

travel to the U.S. and build on

progress that already has been

made, Grella said.

Grella, who started in his position

at U.S. Travel on May 6, has deep

experience in Washington public

policy.

He is a former press secretary in

the Office of the Majority Leader in

the U.S. House of Representatives,

held a senior position in public

affairs and media relations at

Edelman, and provided political

and communications leadership

at a Washington-based energy

coalition.

Most recently, he was director of

communications for the National

Football League’s Tampa Bay

Buccaneers.

visa Processing StreamlinedNorthstar travel Media/travel Weekly in cooperation with the U.s. travel association.

VICE PrEsIDENt CoMMUNICatIoNsGreg staleyDIrECtor INDUstrY CoMMUNCIatIoNsallie BarthMaNaGEr INDUstrY CoMMUNICatIoNssarah Erdman

EDItorMary Pat sullivanMaNaGING EDItorKerry ticeoNsItE rEPortErMark ChesnutoNsItE PhotoGraPhErralf-Finn hestoftProDUCtIoN MaNaGErMichele GarthProDUCtIoN assIstaNtGayle Graizzaroart DIrECtorDavid MacfarlaneELECtroNIC PrE-PrEssPatrick FoxDIrECtor,CUstoMCoNtENtIrene Korn

to inquire about advertising in travel Weekly Products please contact Bruce shulman, associatePublisher/National accounts: (561)799-1788 bshulman@travelweekly.com

Northstar travel Media/travel Weekly headquarters, 100 Lighting Way, 2nd Floor, secaucus, NJ 07094; (201) 902-2000; www.travelweekly.comMaterial in this publication may not be reproduced in any form without permission. Copyright 2013 by Northstar travel Media LLC. all rights reserved. Printed in Usa.

Chairman and Chief Executive Officerthomas L. KempChief Financial OfficerLinda Li DavachiExecutive Vice President/Group Publisherrobert G. sullivanExecutive Vice President, Digital Mediathomas CintorinoVice President/Group PublisherBernard schraerVice President/Editorial DirectorLori CioffiSenior Vice President/Editor-In-Chiefarnie WeissmannVice President, Human ResourcesJanine L. BavosoVice President, Marketing SolutionsMichelle rosenbergVice President, Product Development and Productionroberta MullerVice President, Content Licensingsheila riceVice President, IT Infrastructure andOperationsrich MastropietroVice President, Database ProductsElizabeth Koesser

“The processing of

visa

applications in Brazil

and China has

increased by 40

percent in the past

year. No longer are

prospective

visitors faced with

previously

common delays that

sometimes

were more than 100

days.”

IPW DailyMonday, June 10, 2013

©2013 Universal Studios. All Rights Reserved. 13-LOC-13233

03PW0610.indd 3 5/30/13 12:52 PM

8 I P W D A I L Y T R A V E L W E E K L Y / U . S . T R A V E L

visit California Keeps IPW MomentumBy Laura DeL rosso

Visit California is building

on international travel buyers’

enthusiasm for the Golden State

— boosted by two back-to-back

IPW events — by providing

several opportunities to meet

at the Club California lounge

outside the IPW marketplace

floor.

The Club California lounge,

which was introduced at IPW in

Los Angeles in 2012, is designed

as a comfortable meet-and-

mingle area where buyers can

sample California wine and craft

beer and learn more about the

state and its travel products from

the California delegation in a

casual setting.

The invitation-only lounge is

open in the late afternoon, each

day after the close of marketplace

appointments.

“We had a tremendous

response last year,” said Lynn

Carpenter, Visit California’s

vice president of marketing.

“Club California allows for more

organic, free-flow conversations

and relationship building than

appointments. It complements

the timed structure of the

appointments.”

After two years of IPW in

California — 2012 in Los Angeles

and 2011 in San Francisco —

delegates are as eager as ever to

talk about travel possibilities and

programs in the Golden State,

Carpenter said.

“We feel as though having IPW

two years in a row in California,

and now this year in Las Vegas,

gives us a great opportunity to

continue to showcase California.

So many itineraries to California

feature more of the West, such as

Las Vegas and the Grand Canyon.

With IPW this year in Las Vegas,

we can build on the momentum

that started in San Francisco and

Los Angeles.”

The California delegation is

among the largest groups from

U.S. destinations at IPW. Forty

Visit California staff members,

including representatives from

the state’s 12 global offices

and representatives from 160

California destinations and

companies, are participating at

IPW and will meet delegates at

Club California.

“We’re very proud that we have

one of the largest representations

of any destination in the U.S.,”

Carpenter said. “Buyers will

get very good information and

exposure to California at the

California pavilion, which is

huge. It covers 16 aisles of the

marketplace floor.”

International buyers can stop

by the Visit California booth on

the trade show floor to request

an invitation to Club California.

“We hope that delegates

look at Club California as a nice

opportunity after the event, to

exhale and stop by for a glass of

wine or a beer, before heading to

their evening activity,” Carpenter

said.

IPW delegates also will be

able to sample some of the

bounty of California at the

“Taste of America” networking

luncheon on Wednesday. Visit

California is one of six sponsors

of the luncheon, and food from

California will be in the spotlight.

SUPPLIERS: On-SITE REgISTRATIOn

Back by popular demand, registration for next year’s IPW

will be open on-site beginning on Saturday. Self-serve kiosks

will be accessible in the Central Concourse and within each

lounge on the Marketplace Hall floor during show hours.

On-site registration renewal provides the following benefits:

• Extra savings on both booth and delegate rates:

• Earn priority appointment scheduling; and

• Enter to win a complimentary booth and registration for

three delegates.

Questions? Contact Sarah Dickson, director, exhibitions,

sponsorships & advertising sales at sdickson@ustravel.org.

IPW 2014: Chicago is expected to sell out. Reserve your

spot before leaving Las Vegas!

IPW DailyMonday, June 10, 2013

SHOWVegas MONDAY, JUNE 10

Get a free ticket to: Mystère, The Beatles LOVE, Zarkana, Zumanity, Peepshow, Jersey Boys, Rock of Ages, Million Dollar Quartet, Defending the Caveman, Terry Fator, Blue Man Group,

Le Rêve – The Dream, Vegas the Show and V – the Ultimate Variety Show. Go to LasVegas.com/IPW for show times, to request your ticket or for more information.

WELCOME TO IPW LAS VEGASWe have amazing events waiting for you.

STARGAZING: A WHITE HOT AFFAIR AT CAESARS PALACEWEDNESDAY, JUNE 12, 8-11 P.M.

The culminating event of IPW will be a truly star-studded opportunity to mix and mingle. “Stargazing: A White Hot Affair,” at Caesars Palace, will feature performances from a constellation of

headliners from Caesars Entertainment as well as a special guest appearance by the incomparable Celine Dion. Set against the captivating backdrop of the hotel’s Garden of the Gods Pool Oasis, the

glitzy gathering will feature world-class cuisine and perfectly mixed cocktails. Enjoy exclusive Caesars Palace surprises and an astronomical fireworks display to complete an evening under the stars.

White cocktail attire is suggested.

Transportation begins at 7:30 p.m.Bellagio guests can take the sidewalk to Caesars Palace.

05PW0610.indd 5 5/30/13 12:54 PM

An Astonishing World.MGM Resorts International would like to thank you for your continued support of our many unparalleled destinations and welcomes you to Las Vegas at its Best.

Visit Booth 1836

0607PW0610.indd 6 5/30/13 1:07 PM

BELLAGIO® ARIA™ VDARA™ MGM GRAND® THE SIGNATURE AT MGM GRAND® MANDALAY BAY® THEhotel AT MANDALAY BAY® THE MIRAGE®

MONTE CARLO™ NEW YORK-NEW YORK® LUXOR® EXCALIBUR® CIRCUS CIRCUS® LAS VEGAS CIRCUS CIRCUS® RENO, NEVADA

BEAU RIVAGE® BILOXI, MISSISSIPPI GOLD STRIKE® TUNICA, MISSISSIPPI MGM GRAND® DETROIT, MICHIGAN

0607PW0610.indd 7 5/30/13 1:07 PM

IPW DailyMonday, June 10, 2013

8 I P W D A I L Y T R A V E L W E E K L Y / U . S . T R A V E L

Visit California Keeps IPW MomentumBY LAURA DEL ROSSO

Visit California is building

on international travel buyers’

enthusiasm for the Golden State

— boosted by two back-to-back

IPW events — by providing

several opportunities to meet

at the Club California lounge

outside the IPW marketplace

fl oor.

The Club California lounge,

which was introduced at IPW in

Los Angeles in 2012, is designed

as a comfortable meet-and-

mingle area where buyers can

sample California wine and craft

beer and learn more about the

state and its travel products from

the California delegation in a

casual setting.

The invitation-only lounge is

open in the late afternoon, each

day after the close of marketplace

appointments.

“We had a tremendous

response last year,” said Lynn

Carpenter, Visit California’s

vice president of marketing.

“Club California allows for more

organic, free-fl ow conversations

and relationship building than

appointments. It complements

the timed structure of the

appointments.”

After two years of IPW in

California — 2012 in Los Angeles

and 2011 in San Francisco —

delegates are as eager as ever to

talk about travel possibilities and

programs in the Golden State,

Carpenter said.

“We feel as though having IPW

two years in a row in California,

and now this year in Las Vegas,

gives us a great opportunity to

continue to showcase California.

So many itineraries to California

feature more of the West, such as

Las Vegas and the Grand Canyon.

With IPW this year in Las Vegas,

we can build on the momentum

that started in San Francisco and

Los Angeles.”

The California delegation is

among the largest groups from

U.S. destinations at IPW. Forty

Visit California staff members,

including representatives from

the state’s 12 global offi ces

and representatives from 160

California destinations and

companies, are participating at

IPW and will meet delegates at

Club California.

“We’re very proud that we have

one of the largest representations

of any destination in the U.S.,”

Carpenter said. “Buyers will

get very good information and

exposure to California at the

California pavilion, which is

huge. It covers 16 aisles of the

marketplace fl oor.”

International buyers can stop

by the Visit California booth on

the trade show fl oor to request

an invitation to Club California.

“We hope that delegates

look at Club California as a nice

opportunity after the event, to

exhale and stop by for a glass of

wine or a beer, before heading to

their evening activity,” Carpenter

said.

IPW delegates also will be

able to sample some of the

bounty of California at the

“Taste of America” networking

luncheon on Wednesday. Visit

California is one of six sponsors

of the luncheon, and food from

California will be in the spotlight.

SUPPLIERS: ON-SITE REGISTRATION

Back by popular demand, registration for next year’s IPW

will be open on-site beginning on Saturday. Self-serve kiosks

will be accessible in the Central Concourse and within each

lounge on the Marketplace Hall fl oor during show hours.

On-site registration renewal provides the following benefi ts:

• Extra savings on both booth and delegate rates:

• Earn priority appointment scheduling; and

• Enter to win a complimentary booth and registration for

three delegates.

Questions? Contact Sarah Dickson, director, exhibitions,

sponsorships & advertising sales at sdickson@ustravel.org.

IPW 2014: Chicago is expected to sell out. Reserve your

spot before leaving Las Vegas!

Group Sales: 702.770.7280 | small.groups@wynnlasvegas.com | wynnlasvegas.com

Please visit us at booth #1708

A Dream For EveryoneLe Rêve – The Dream offers breathtaking performances

that translate to a global audience of any size.

09PW0610.indd 9 6/3/13 11:24 AM

Monday, June 10, 2013 IPW Daily

Text SEAWORLD to 30364 and tweet #SeaOfSurprisesfor special surprises during IPW! ™

come Discover

urprises as big as the sea.

Text SEAWORLD to 30364. Message and data rates may apply. Text STOP to 30364 to opt out. Text HELP for information. You will receive 2 text messages per day in response to your text during IPW. Participating carriers include: Alltel, AT&T, Boost Mobile, Nextel, Sprint, T–Mobile, U.S. Cellular, Verizon, Virgin Mobile. Privacy Policy, http://seaworldparks.com/en/seaworld-orlando/Privacy-Policy. Sponsor: SeaWorld Parks & Entertainment, Inc., 9205 SouthPark Center Loop, Suite 400, Orlando, FL 32819. © 2013 SeaWorld Parks & Entertainment, Inc. All rights reserved.

nSight Debuts Intelligence ProductBY HARVEY CHIPKIN

A new company called

nSight, run by veteran travel

executives, aims to provide data

that will enable travel sellers to

know a great deal about who is

searching for and booking travel

— and why. nSight, according

to the company, is already the

industry’s largest aggregator of

live, global travel search data.

“We know there are millions

of consumers making millions

of searches on thousands of

websites,” said Rich Maradik,

nSight’s chairman. “The question

for marketers and revenue

managers is to know what is

going on now in real time — who

is searching and who is booking?

Who is booking the competition?

What is the profi le of those

people? If you are a revenue

manager, you have a dashboard

of data that might look back but

not at what is happening now.”

nSight, said Maradik, brings

together booking data from

5,000 travel sites — refreshed

daily — and produces regular

reports. “What sets us apart,”

said Jami Timmons, president

and chief product offi cer, nSight,

“is that we are not only looking

at the booking data, we are also

looking at the search aspect, and

we are looking at the people

doing the searches. We are able

to create personas for those

people and match that with the

data to fi nd the type of people

who are searching and the types

who are converting. A seller can

see who they should be targeting

— and how their offer should be

changed.”

“Importantly,” said Timmons,

“travel sellers can take action

while the search is going on —

and before booking.”

While it is a new company,

nSight already has built a

relationship with the U.S. Travel

Association and joined as a

board member. “The association

has been very helpful to us

in shaping our product. We

wanted to make this launch at

what is the premier business

event for travel in the United

States, if not the world,” said

Maradik.

nSight will be at the Partner

Marketing Pavilion (booth 18)

and will also have tables at two

lunches. “We are focused on

meeting as many people as we

can,” said Timmons. “One of the

key ways in which IPW is a good fi t

for us is that it’s hard to pinpoint

the behavior of international

travelers to U.S. destinations. By

marrying our persona data with

search and booking engine data,

we are able to do that.”

“We wanted

to make this

launch at what is

the

premier business

event for travel

in the United

States, if not the

world.”

cirquedusoleil.com/zarkanaAriaLasVegas.com/zarkana

LIVE AT877.826.0255lasvegas.sales@cirquedusoleil.comVisit us at booth #1844

WRITTEN AND DIRECTED BY FRANÇOIS GIRARD

A VISUALLY STUNNING ACROBATIC SPECTACULARSEEN BY OVER 1.5 MILLION PEOPLE WORLDWIDE

The

trade

mar

ks Z

arka

na a

nd C

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11PW0610.indd 11 6/3/13 11:23 AM

Monday, June 10, 2013 IPW Daily

AGRITOURSILLINOIS

BOOTH 837 AGRITOURSILLINOIS.COM

EDUCATE & INSPIRE WITH AGRITOURS ILLINOIS

PROFESSIONAL AGRICULTURAL TOURS THROUGH CHICAGO, CHAMPAIGN COUNTY AND THE QUAD CITIES

AVAILABLE IN 10 LANGUAGES

Business Travel Helps the Bottom Line While greater travel

obviously benefi ts our global

travel industry, new research

shows that travel also benefi ts

companies in a wide array of

other industries, helping to boost

their bottom line.

A new study by Oxford

Economics, an international

economic consulting fi rm,

examined 14 different business

sectors, including 61 industries,

over the past 18 years. When

times are tough, corporate

budgets are often the fi rst to

be slashed. But Oxford’s report

found that businesses that

invested the most in travel during

the Great Recession ended up

growing faster than those that

cut their travel budgets. In fact,

using data from 2007-2011, the

companies that invested the

most in business travel grew

the fastest. Overall, the study

found that business travel fuels

corporate growth and profi ts:

Every dollar that companies

invested in business travel,

realized $9.50 in revenue and

$2.90 in profi ts. That’s nearly a

300 percent return on American

companies’ investment.

All this makes intuitive

sense. An online survey of

frequent business travelers

that accompanied the study

showed that corporate leaders

understand the connection

between business travel and

profi ts. Nearly three-quarters

(74%) of frequent business

travelers reported that in-person

meetings with clients directly

impact customer retention; the

travelers also stated that they are

nearly twice as likely to convert

prospects into customers with an

in-person meeting than without

one.

On the fl ip side, without face-

to-face meetings, 42 percent

of business travelers reported

that they would lose customers,

which has an obvious follow-

on effect in the number of jobs

in their own companies. For all

these reasons, a clear majority

(57%) of all business leaders

surveyed stated that cutting

back on travel budgets during

the economic downturn hurt

corporate performance; only four

percent said that it helped.

More to the point for those

who run businesses, this travel

has a positive internal return

on investment (ROI) as well.

According to Oxford’s analysis,

business meetings matter — not

just meetings with current and

prospective customers, but also

internal meetings as well as trade

shows and conventions. Three

out of four business travelers

said that company meetings are

crucial for staff communication

and idea sharing, and an equal

number look to conferences

and conventions for gaining

insights into their industries and

developing new partnerships.

continued on page 20

“According to

Oxford’s analysis,

business meetings

matter.”

Visit us at

Booth # 229

New Orleans is the perfect blend of Old and New! From the Creole dishes to the soulful rhythms, New Orleans off ers a one-of-a-kind experience. Visit us at Booth #229 to meet our staff and discover what makes her the true Queen of the South.

13PW0610.indd 13 5/30/13 12:57 PM

IPW DailyMonday, June 10, 2013

14 I P W D A I L Y T R A V E L W E E K L Y / U . S . T R A V E L

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15PW0610.indd 15 5/30/13 12:59 PM

I P W D A I L Y A D V E R T I S E M E N T

Monday, June 10, 2013 IPW Daily

IPW Daily spent some time

with Uri Argov, founder and

CEO of Tourico Holidays.

Tourico Holidays started as

a U.S. inbound tour operator

nearly 20 years ago. Now, as a

global wholesaler, what does

U.S. product mean for you?

Last year, 58 percent of our

$810 million in total revenue

was inbound to the United

States, and 2013 is out-pacing

last year by 42 percent. While

we now offer more than 10,000

hotels in the U.S., the greatest

change is our diversifi ed

product offering to include

substantial activities, car

rentals, transfers, cruises and

vacation homes.

What impact do these

diversifi ed offerings have on

your company’s bottom line?

Today, seven percent of the

business comes from non-

hotel products — compared

to almost nothing just two

years ago. U.S. activities and

attractions are a $27 billion

market, and vacation homes is

an $86 billion industry in the

U.S. and Europe alone! The

revenue potential for our clients

is huge. Other travel services,

such as fl ights and cruises,

allow us to better understand

the full itinerary and offer our

clients additional services and,

therefore, more value.

What are some of the best

U.S. attractions and vacation

homes available through

Tourico Holidays at IPW this

year?

Activities and attractions

are the real reason why

people travel — it’s about the

experience — it’s kayaking

through bioluminescent

bays in Puerto Rico, haunted

tours through New Orleans,

whitewater adventures in

the Smoky Mountains, and

under-ground hikes to Ruby

Falls in Tennessee. We have

2,000 activities and transfers

in 370 U.S. cities. Our current

inventory of vacation homes

exceeds 1,000 units in prime

U.S. destinations such as Miami,

Orlando, New York City, Las

Vegas and Hawaii. Our plans

lead to other continents, and

we want to be the largest

wholesaler of global vacation

home inventory.

Tourico Holidays is the fastest

growing wholesaler. What are

the biggest drivers?

We have made double-digit

growth a habit. Last year, we

fi nished 20 percent up; this

year we are on pace to exceed

40 percent. It is the result of

our competitive nature. We

are passionate to strike the

best deals with the biggest

growth potential. We enjoy

the challenges of this business

tremendously. We have an

amazing sales and product

team who works to be an

add-on for our partners. We’re

innovators by nature, and as

such, we’re constantly looking

for the single product that a

single client doesn’t have or

the single opportunity that the

single supplier could not reach.

Which area do you anticipate

to have the greatest growth

this year?

Competitiveness. We’re

pushing hard to show our

global clients that the U.S.

is still the most competitive,

affordable destination and

that Tourico clients enjoy

the highest-value and best-

priced products available. And

that product is growing! One

hundred and fi fty new hotel

properties are added per week,

but it’s the ancillary products —

activities, transfers, homes, cars

and cruise — that are taking off,

doubling in size yearly.

On the client side, we want

more from existing clients.

We want to take an active

role in their success so we

are increasing our regional

support network, hiring more

sales managers and support

functions globally. Tourico will

continue to add more non-

traditional travel clients to the

mix. Our airline partners, point-

redemption companies and

employee clubs have recently

exploded.

As an innovative leader in

travel technology, what is

coming down the pipeline for

you this year?

2013 is all about conversions

for Tourico Holidays. We know

if our partners don’t succeed,

we don’t either. So, while most

of our technological strides this

year are internal, they are made

with our client and supplier

partners in mind. More than

120 in-house developers have

been hard at work improving

conversions, XML connectivity

and business intelligence

systems. Data is hugely

important to Tourico Holidays.

We’re “exposed” to some 86

million searches per day, and

with that gigantic amount of

data, we interpret worldwide

trends that eventually allow

us to increase the likelihood

of converting a single search.

Finally, I have to mention an

upcoming innovation that will

address these pricing challenges.

It’s called “People Post.” It will

launch this fall, and it is BIG!!!

We’ve noticed the explosion of

new talent at Tourico Holidays

this year. How will these

new hires impact your U.S.

business?

We’ve made 14 recent new

hires within executive and

upper management that will

really develop, grow and retain

our core business. Directly

impacting the U.S., we have

three new senior product

managers: Ivar Hottentot for

Las Vegas, Shenelle Shaam

for San Francisco, and Olivia

Crossey for Boston and

Washington, D.C. Tourico is

an interesting corporation. We

like to say that it is a mature

start-up. Those that like the

pace, the high energy and the

depth of academic knowledge

required in our environment will

prosper. I’m excited to see all

the newcomers joining us for

an experience like nothing they

have had before.

Tourico Continues Attractions Growth

17PW0610.indd 17 5/30/13 1:01 PM

Monday, June 10, 2013

18 I P W D A I L Y T R A V E L W E E K L Y / U . S . T R A V E L

IPW Daily

More for your clients.

More bookings for you.Book your clients for a pre- or post-cruise stay and they’ll love you for it. Whether it’s the average year-round temperature of 77°, pristine Blue Wave beaches, designer outlet shopping or the ease of getting to and from the airport, there’s always time to squeeze in some sunny. Visit sunny.org/welovecruisersto get onboard.

Partner Marketing Pavilion Debutsconnect. One of the newest is the

Partner Marketing Pavilion, which

debuts this year.

Located in an easily accessible area

in the convention center concourse,

the Partner Marketing Pavilion

includes nearly two dozen

marketing, media and

technology company

exhibitors available to

schedule appointments

and also participate in

drop-in meetings with

suppliers and buyers. The

goal is to provide another

effi cient tool to maximize

participation at IPW.

“What’s exciting

about it is that it brings

together media providers

and technology solution

providers to IPW, where

the action is happening

and where a large portion

of international travel

is booked,” said David

Burgess, president of the

DMO division at Miles.

Miles, a Partner Marketing

Pavilion exhibitor, markets

destinations and hospitality

businesses by working

with state tourism offi ces,

convention and visitors

bureaus, hotels and other

organizations. “It’s a good

opportunity to exchange

information with the right

people,” Burgess said.

To amplify the presence

of the Partner Marketing

Pavilion, supplier

organizations were

encouraged to bring their

marketing and advertising

staff on the newly

introduced Marketing

Delegate registration.

Partner Marketing

Pavilion exhibitors include:

BY MARK CHESNUT

IPW provides countless ways

for travel industry professionals to

“What’s

exciting

about it is

that it brings

together

media

providers.“

continued on page 20

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19PW0610.indd 19 5/30/13 1:02 PM

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21PW0610.indd 21 5/30/13 1:03 PM

Monday, June 10, 2013

20 I P W D A I L Y T R A V E L W E E K L Y / U . S . T R A V E L

IPW Daily

The Effect of IPWSo while it may be tempting to

reduce business travel as a short-

is critical to a successful corporate

strategy, to win new customers,

close new deals and develop high-

performing talent. Smart companies

are making these investments and

term cost-cutting measure, it is a

long-term mistake for companies that

want to grow. In short, business travel

embarking on plans to

expand.

In discovering these

research fi ndings, the

U.S. Travel Association

immediately identifi ed its

own business travel benefi t.

It has been increasing

businesses’ bottom-lines,

delivering strong ROI and

nurturing relationships with

prospective and current

clients for 45 years now.

It’s IPW. Throughout your

time at IPW, please share

with us: What motivates

you to attend IPW,

year after year? What’s

the ROI your company

experiences? What

business relationships

would be lost, if you didn’t

attend? We want to know

what’s the Travel Effect of

IPW for you?

Chiara Ravara, Public Relations Manager.1 of 562 AVIAREPS employees worldwide.

The Tourism Representation

Whether you are looking for new opportunities or pushing for higher performance in your existing markets, we provide solutions for all your needs. As the global specialist with excellent local expertise in sales & marketing and PR, we are working today with over 80 destinations, hotels and resorts, car rental companies, cruiselines and railway companies to constantly improve brand and sales results for our clients, endeavouring to maximize their ROI.

AVIAREPS – bringing people to the world and the world to people.

We give our best every day – because your success is our success.

Meet the professionals at www.aviareps.com/the-tourism-people

continued from page 12

Adara Media; American

Express; Booking.com

(USA) Inc.; Diversity

Tourism; Expedia Media

Solutions; IPW Online

Marketplace, powered

by TravTrade; ISO

Software Systems, Inc.;

itravel2000.com; Lonely

Planet; Los Angeles Times

Media Group; Miles; Miles

- Offi cial Brand USA

Marketing Programs;

nSight; ODIGEO; Orbitz

Worldwide; Sabre Media

Solutions; Travel Channel;

UnionPay USA; WAYN

(Where Are You Now?)

Ltd.; and ZOZI.

Partner Marketing Pavilioncontinued from page 18

Attendees are

encouraged to share

the Travel Effect

of IPW on Twitter

using the hashtag

#TravelEffect.

Monday, June 10, 2013

22 I P W D A I L Y T R A V E L W E E K L Y / U . S . T R A V E L

IPW Daily

Brand USA Leads Today’s Luncheon

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At Planet Hollywood At Paris

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At The Venetian At The Venetian

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as if it were their fi rst time even if they have been

here before. There are so many unexpected and

little-known experiences available in this country.”

Brand USA’s core marketing campaign, “Discover

this land, like never before,” was successfully

launched in the U.K., Canada and Japan. The initial

goal was, according to Madison, “to make people

aware of America again, to get the U.S. on their radar

and in consideration for their next visit. We wanted

to drive intent to visit, and we have done that. That

intent is up 12 to 14 percent in the markets where

the campaign ran. This year, our reach has nearly

quadrupled as we have entered 11 different markets.”

Brand USA is continuing to move on many fronts.

“We are developing programs to help the travel

trade sell the U.S. as a diverse, exciting destination.

We have already developed very strong travel

trade outreach and are building online tools, events

and trade shows for them. We also work closely

with Visit USA committees in these markets.”

In addition, Brand USA is developing metrics to

measure the impact of its various initiatives. “We

plan to signifi cantly increase our research,” says

Madison, “so we know what’s working.”

Brand USA is now active in nine markets:

Australia, Brazil, Canada, China, Germany, India,

Japan, Mexico and the U.K.

U.S. — showcasing both well-known

and lesser-known attractions. During

their visits, the travelers will be active

on social media, uploading photos and

sharing experiences.

Some of the FAM tours are regional

like “Meet The Midwest,” and there

were two single-state itineraries

— Texas and California — because

of the size and diversity of those

destinations. Other mega-FAM tours

are in the planning stage.

Another major initiative for Brand

USA involves trade shows where

the Brand USA presence makes it

possible for smaller destinations to be

represented. “People have to want to

come to the U.S. before they choose

a specifi c destination,” Madison said.

“We want people to discover the U.S.

from the country); value (value of tourism

from that country); growth (year over year);

cost (cost of buying media in the country);

ease of entry (existing visa requirements,

waiting period, political climate); and

infrastructure (Brand USA’s presence as

far as representation fi rm, social media,

strength of travel trade support).

One benefi t of Brand USA’s national

marketing efforts is that international

travelers glean insights about cooperative

partner destinations, attractions and other

U.S. travel suppliers.

This month, the fi rst of what will

be a series of “mega-FAM trips” is

being conducted with 100 travel

trade representatives from the United

Kingdom. Seven groups will embark on

seven different itineraries around the

newseum.org Washington, D.C.NEWSEUMNikon is the exclusive sponsor of “Creating Camelot.” nikonusa.com

Premier sponsorship support for “Three Shots Were Fired” has been provided by Altria Group and CBS.

JFK NOW OPEN!Two new exhibits and an original documentary explore

the life and legacy of President John F. Kennedy.

Esta

te o

f Jac

ques

Low

e

Visit us at booth 918!

continued from page 1

NEGOTIATING BUSINESS

FACE TO FACE...

THAT’S THE

#TRAVELEFFECT Find out more at Traveleffect.com

23PW0610.indd 23 5/30/13 1:05 PM

Monday, June 10, 2013

24 I P W D A I L Y T R A V E L W E E K L Y / U . S . T R A V E L

IPW Daily

Four unique dining experiences your groups will love. With locations around the country, your booking experience can be hassle free!

Over 100 locations nationwide including: Anaheim, San Francisco, Las Vegas, Orlando, Washington DC and many others!

Call 877.609.7526 or visit earlenterprise.com/groupeventsFOR MORE INFO

WE HAVE SOMETHING FOR

EVERYONE!

Buca di Beppo and Planet Hollywood are now open in New York!

Best Western Growing, Innovating BY HARVEY CHIPKIN

Best Western continues

to grow as an international

hospitality company, with a goal

to offer hospitality solutions for

international buyers, said Dorothy

Dowling, senior vice president,

sales and marketing for the hotel

company.

Those solutions have been

dramatically enhanced in recent

years with the now-global arrival

of the Best Western descriptor

program that categorizes hotels as

BEST WESTERN, BEST WESTERN

PLUS and BEST WESTERN

PREMIER: the enlargement of in-

market sales teams; and innovation

in distribution, using technology to

make it easier for buyers to book

Best Western properties.

“We see IPW as the jewel in the

crown for meeting international

buyers and an opportunity to deepen

our already strong relationship

with the buyer community,” said

Dowling. “At Best Western, we aim

to have the solutions the buyers are

looking for as far as North America

products.”

Best Western has been

undergoing a brand renaissance

in recent years, said Dowling, but

international buyers “want to know

what it means to them. They are

interested in knowing about our

descriptor program, which has

created different types of hotels

within our brand; and that we are

being responsive to their customers

in their key areas of need — public

areas and guest rooms.”

“We are in every market that buyers

want us to be,” said Dowling, “and we

have a tremendous global product

imprint. We launched descriptors to

provide confi dence and clarity for our

buying partners, and the descriptor

program is now global.”

International buyers, according to

Dowling, are also interested in value,

and the message from Best Western

is that many basic elements are

all-inclusive, including

breakfast, Wi-Fi and

parking — the last very

important for the larger

number of FIT travelers to

the U.S. “And all of those

things,” said Dowling,

“are available within the

appropriate price point.”

Best Western has

enhanced and enlarged

its in-market sales teams

in a number of major

markets including Latin

America, different types

of hotels enabling the

brand “to work directly

with their distribution

partners,” said Dowling.

And there are the all-

important elements of

distribution and payment,

said Dowling, where Best

Western continues to

innovate — launching

push and pull approaches

to distribution this

year. The company’s

central billing system

also enables speedy and

effi cient compensation.

“International buyers,”

said Dowling, “want

to know we are a solid

partner, listening to their

customers with a high

level of engagement,

geared toward meeting

their needs.”

Best Western is also

a partner with the U.S.

Travel Association as a

longtime member of the

association’s Chairman’s

Circle, and an early and

strong supporter of Brand

USA. Best Western will

have a large contingent

at IPW, according to

Dowling, including

individual hoteliers. As it

has for a number of years,

Best Western will sponsor

hospitality lounges on the

Marketplace fl oor.

Radisson Blu Now Open

POW WOW BUYERS AND MEDIA –

Please visit Mall of America® booth number 845 before Wednesday and register to win a shopping spree trip for two next Spring to the Mall. Trip value is $2,500. Mall of America is the leading U.S. shopping and entertainment center in Bloomington, Minnesota featuring 520 stores with

no sales tax on clothing or shoes. Guests also enjoy 50 restaurants, more than 400 annual (free) events and a multitude of attractions for hours of family fun. Over 40 million people visit yearly.

For more information at POW WOW, see Doug Killian, Senior Director International Tourism, at (mobile) 952-240-9340 or douglas.killian@moa.net

mallofamerica.com | bloomingtonmn.org

always new.

/MallofAmerica @MallofAmerica

25PW0610.indd 25 5/30/13 1:06 PM

26 I P W D A I L Y T R A V E L W E E K L Y / U . S . T R A V E L

IPW 2013 Off to a Fabulous Start

1. Representatives from Hana Tour Service of Seoul, South Korea, chatted on Saturday in the main concourse at the Las Vegas Convention Center. Pictured are Myungho Kang, Young Moon Lee and Min Soo Kwak.

2. nevada’s bright sunshine provided a warm welcome for attendees outside the Las Vegas Convention Center.

3. The registration center was abuzz this weekend, as delegates from around the world picked up their credentials.

4. U.S.-based travel suppliers checked in, all ready to showcase their destinations and companies at IPW.

5. Delegates took advantage Saturday of the benefits of early on-site registration for IPW 2014 in Chicago.

6. Journalists from Brazil attending IPW 2013 include: Charles Brandao and Zilda Brandao, of Jornal Mundo Do Turismo in Fortaleza and São Paulo, respectively, and Yolanda Karam of City Portal in São Paulo.

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IPW DailyMonday, June 10, 2013

I P W D A I L YT R A V E L W E E K L Y / U . S . T R A V E L 27

Las vegas Sizzles, Showcases City

1. Sunny Barkley of ASAP Las Vegas greeted IPW delegates participating in sightseeing tours hosted by the Las Vegas CVA this weekend.

2. Las Vegas’ array of tours allowed delegates to experience some of the city’s most popular offerings, including: the Valley of Fire Atlati Rock, famous pawn shops, historic Boulder City, golf at Bear’s Best Las Vegas and the Royal Links golf Club, Red Rock Canyon, a thrill ride and shopping adventure, and a visit to Hoover Dam.

3. Fore! One IPW delegate gets the day off to a swinging start.

4. Delegates were eager to depart to explore the diverse sights and sounds of Las Vegas.

5. Bear’s Best Las Vegas was the scenic location for this year’s delegate golf outing on Saturday.

6. Las Vegas-branded water offered cool refreshment during the weekend’s high temperatures.

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IPW Daily Monday, June 10, 2013

28 I P W D A I L Y T R A V E L W E E K L Y / U . S . T R A V E L

SHOWvegas Delivers Entertainment

Delegates attending tonight’s SHOWVegas event should stop by the SHOWVegas counter today by noon to retrieve their tickets. Bring your email confirmation to the counter, which is located adjacent to the IPW registration desk. If you are part of a group, you can send one person to pick up all of the tickets. That person will be asked to provide the names of each person as well as sign for the tickets.

Enjoy the show!

IPW DailyMonday, June 10, 2013

©2013 Hard Rock International (USA), Inc. All rights reserved.

/ 1501 broadway / times square / +1-212-343-3355/HARDROCKCAFENEWYORK @HARDROCKCAFENYC

new york

rock with us at booth #782hardrock.com

CW3PW0610.indd CW3 5/30/13 12:48 PM

Add some local color to their next business trip.Our hotels offer everything your customers need for an inspiring stay.

Complimentary WiFi Locally inspired and sourced menu items 24 hour fitness and business centers

Book their next business trip with Hotel Indigo® and you’ll give them so much more than just another hotel room.

hotelindigo.com

You don’t just check-in to our hotel, you check-in to our neighborhood.

Stop by the IHG Booth (#364) to learn more!

For reservations, please use our access code: IN.

Georgia Athens - University Area Atlanta Airport - College Park Atlanta Midtown

Illinois Chicago Downtown Gold Coast Chicago - Vernon Hills

Indiana Columbus Architectural Center

Louisiana Baton Rouge Downtown New Orleans Garden District

Massachusetts Boston - Newton Riverside

New Jersey Rahway - Newark Basking Ridge

New York Albany Latham Brooklyn Long Island - East End New York City - Chelsea

North Carolina Asheville Downtown Raleigh Durham Airport at RTP

Tennessee Nashville

Texas Dallas Downtown Houston at the Galleria San Antonio Downtown - Alamo San Antonio - Riverwalk Waco - Baylor

Canada Ottawa Downtown City Centre Toronto Airport

Mexico Veracruz Boca Del Rio

CENTRAL AMERICA

Costa Rica San Jose Forum Costa Rica

MIDDLE EAST

Israel Tel Aviv - Diamond Exchange

EUROPE

Germany Berlin - Centre Alexanderplatz Berlin - Ku’damm

Russia St. Petersburg - Tchaikovskogo

Spain Barcelona - Plaza Catalunya

United Kingdom Birmingham Edinburgh Glasgow Liverpool London Kensington - Earl’s Court London - Paddington London - Tower Hill Newcastle

ASIA

China Shanghai On The Bund Tianjin Haihe Xiamen Harbour Hong Kong Island Lijiang Ancient Town

NORTH AMERICA

United States

Arizona Scottsdale

California San Diego - Gaslamp Quarter San Diego Del Mar Santa Barbara

Florida Fort Myers Dtwn River District Jacksonville - Deerwood Park Miami Dadeland Miami Lakes Sarasota St. Petersburg Downtown

CW4PW0610.indd CW4 5/30/13 12:50 PM