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Following is a preliminary schedule of events for MOF 2007. This schedule is subject to change without notice. Bookmark this page for future program updates, speaker information, and much more.
Monday, October 22, 2007
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5:30-9:00 pm |
Opening Evening Event
Welcome to Charlotte NASCAR STYLE!
Sponsored by: Tripadvisor
Start Your Engines! Fasten your seatbelts for the ride of your life at Lowe's Motor Speedway, the 1.5 mile Superspeedway, home of the NASCAR Nextel All-Star Challenge, Coca Cola 600 and Bank of America 500. Ten lucky delegates will win a "ride-along" with a professional driver. Not up for speeding down the track at 170 miles per hour? Maybe a remote control race is more your speed or simply a good old fashioned BBQ. Whatever your fancy, this event is one not to be missed! Buses leave the hotel promptly at 4:30 PM. Buses will pick-up and drop off at the Lobby level, College Street entrance side of the hotel.
Contributors: Visit Charlotte, North Carolina Department of Commerce Division of Tourism, Film & Sports Development, The Speedway Club, Charlotte Arrangements, America Charters, Lowe's Speedway, The Jeff Gordon Race School, and Thunderdome Racing Entertainment & Attractions. |
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Tuesday, October 23, 2007
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7:30-8:15 am |
Continental Breakfast |
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8:15-8:45 am |
Welcome Remarks
Introducing DiscoverAmerica.com: The First Ever Official Travel & Tourism Website for the U.S.
Roger Dow, President and CEO, Travel Industry Association
Lynn Minges, Executive Director, North Carolina Department of Commerce
Division of Tourism, Film and Sports Development and Chair, Marketing Outlook Forum Planning Committee |
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8:45-9:15 am |
Leveraging the Power of Your Brand
Learn how NASCAR transformed the industry and advanced to become
one of the marketing giants in the travel industry.
SPEAKER: Mark Dyer, President, Motorsports Authentics |
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9:15-9:55 am |
The Economic Outlook and its Implications
We all know that economic conditions influence travel behavior and industry performance. High oil prices, a shaky housing market, and consumer debt present real questions about the sustainability of current trends. This essential presentation will offer a thought-provoking and engaging review of the prospects and risks for the U.S. and global economies – translated into relevant insights as to how this might affect U.S. leisure and business travel in the coming year.
SPEAKER: John Walker, Chairman and Chief Economist, Oxford Economics |
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10:00-10:25 am |
Coffee Break
Sponsored by California University of Pennsylvania
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Concurrent Sessions I |
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10:30-12:00 pm |
Outlook for Luxury and Budget Travelers
Who are luxury and budget travelers? This is a hard question to answer given that it depends significantly on the occasion of the trip. Using Personicx, Acxiom's household -level segmentation system, this session will provide an in depth analysis of luxury and budget travelers' trip characteristics, related consumer behavior, and media habits. A panel of seasoned travel marketing executives will discuss how they use such information to better understand and serve their customers.
MODERATOR: Robert J. Adams, CTC, Industry Strategist, Acxiom Travel & Entertainment;
SPEAKERS: Carolyn Leveque, Vice President of Direct Marketing for MGM MIRAGE's CityCenter Residential Division; Urcil Peters, Vice President of Demand Generation, Marriott Vacation Club |
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10:30-12:00 pm |
Outlook for Business/Convention/Exhibition Travel
There are signs of recovery in U.S. business and convention travel, which has been depressed substantially over the last several years. Based on the latest stats, this panel of travel travel industry executives will review the current state of business travel and discuss its expected strengths and weaknesses in 2008.
MODERATOR: Barbara Okamoto, Vice President Customer Relationship Management, Hawaii Visitors & Convention Bureau
SPEAKERS: Bill Connors, CTC, Executive Director & COO, National Business Travel Association (NBTA); Debi Scholar, Meeting & Event Services Director, PricewaterhouseCoopers LLP; Doug Ducate, President and CEO, Center for Exhibition Industry Research |
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10:30-12:00 pm |
Outlook for Attractions – Can I Speak to a Real Person?
Outstanding customer service will be a defining factor for success in the 21st century. While new technologies can create great efficiencies in operations and marketing, how effective are they in meeting customer needs? This panel will explore the role of computers and people in the competitive race to provide truly distinctive customer service.
MODERATOR: Robert Graff, Vice President, Marketing and Sales,
Papillon Grand Canyon Helicopters and Vice Chair, National Council of Attractions
SPEAKERS: Brad Beakley, Vice President, Reservations & Inventory Services, USAirways; Kent Smith, Owner of Zoom Media |
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12:15-2:00 pm |
Luncheon sponsored by American Express
TIA and American Express present the second installment in The Ideal American Vacation Trip research series. This year we explore looking and booking patterns among travelers, segmented by lifestage and motivational groups profiled in phase one.
SPEAKERS: Amy Masters, Vice President of Industry & Merchant Marketing, American Express; Dr. Suzanne Cook, Senior Vice President, Travel Industry Association |
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2:00-2:45 pm |
Marketing in a New Media Age Sponsored by The Travel Channel
Embark on a whirlwind research-based tour of online marketing covering new media models, as well as tools, tactics and techniques travel companies can use effectively to reach consumers in the age of Web 2.0.
SPEAKER: Geoff Ramsey, CEO, eMarketer |
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2:50-3:20 pm |
Coffee Break
Sponsored by California University of Pennsylvania
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Concurrent Sessions II |
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3:30-5:00 pm |
The New World of Social Networking
Social networking has fundamentally shifted the balance between consumer and marketer and created new Web 2.0 communication tools to reach consumers. Harnessing word of mouth and mastering customer engagement are the new techniques to get your organization "in the buzz". The author of a comprehensive new report published by TIA and HSMAI - The Travel Marketer's Guide to Social Media & Social Networking – and a panel of ecommerce experts that will discuss and provide an outlook for 2008.
MODERATOR: Cindy Estis Green, Managing Partner, The Estis Group
PANEL: Brad King – Managing Director, Travel Category –Yahoo! Search Marketing; Dr. Dale A. Brill, Director, Florida Governor's Office of Tourism, Trade and Economic Development; Jacob Morris, Product Manager - delta.com |
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3:25-4:55 pm |
Outlook for Leisure Travel
Leisure travel has been the growth segment of the decade and both characteristics of leisure visitors and domestic leisure travel markets continue to evolve. Learn about emerging trends and insights with direct relevance to real world marketing and new business development. Also, hear forecasts of the "hot" leisure destinations for the near future and the "whys" behind the forecasts.
MODERATOR: David Sheatsley, Executive Vice President, DK Shifflet & Associates;
SPEAKERS: Betsy Sell, Managing Director, AAA Travel Services; Christopher Pike, Senior Consultant for Travel and Tourism, Global Insight |
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3:25-4:55 pm |
Outlook for International Travel to the U.S.
Tap into international inbound markets with the latest updates, trends and outlook provided by international travel experts. Discover the shifts in visitors from key origin countries over the past five years and forecasts for 2008 and beyond. Then, hear from a panel of in-country reps providing valuable insights into key market dynamics based on their invaluable experience in the field.
MODERATOR: Helen Marano, Director, Office of Travel and Tourism Industries
SPEAKERS:Daniel Atteroth, Chairman, Discover America Sweden/Nordic;
Richard Carret, Past President, Visit USA Committee, Canada; Kayoko Inoue, Senior Manager, International Marketing- Japan, Travel Industry Association; Alan Waddell, COO, Visit USA Association, United Kingdom
Werner Wiedmer, Vice Chairman, Visit USA Committee Switzerland;
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3:25-4:55 pm |
Outlook for Attractions - Cutting Edge Partnerships
The ability to create and leverage effective relationships with other organizations and attractions is essential in maximizing scarce resources and will become even more critical in the future as competition increases from both domestic and global markets. For anyone interested in learning the do's and don'ts of forming successful partnerships, or creating better ones, join this session for a look at how two destinations have capitalized on the power of their attractions.
MODERATOR: Christine Mackey, Director of Tourism Programs, North Carolina Division of Tourism, Film & Sports Development.
SPEAKERS: Mark Dyer, President, Motorsports Authentics; Tim Newman, President, Charlotte Regional Visitors Authority; Barbara Steinfeld, Vice President of Tourism Sales, Portland Oregon Visitors Association |
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7:15-10:00 pm
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Travel Industry Association
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National Geographic Traveler
Present the Odyssey Awards Gala Dinner and Reception
TIA and National Geographic Traveler, in their second year of partnership, are proud to present the Odyssey Awards. Recognizing the highest achievements globally in travel and tourism, the Odyssey Awards celebrate the best and the most effective programs offered by the world's largest industry. In addition, TIA's 2007 Hall of Leaders award recipient, Stephen P. Holmes, Chairman and Chief Executive Officer of Wyndham Worldwide, will officially be inducted on this special evening. Distinguished individuals are named to the Hall of Leaders maintained by the Travel Industry Association (TIA) for "sustained, noteworthy contributions that have positively impacted the travel industry, stimulated greater achievement, and raised industry-wide standards." Join us as we celebrate excellence within the industry.
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Wednesday, October 24, 2007
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7:45- 8:30 am |
Continental Networking Breakfast
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8:30-9:30 am |
Emerging Travel Habits and Preferences: Implications For Marketing Practice
Back by popular demand, one of our industry's leading marketing strategists presents a stimulating and entertaining look at demographic, lifestage, lifestyle and social changes shaping U.S. travel behavior today and in the future, and explores the implications of these to travel destinations and organizations.
SPEAKER: Dr. Peter Yesawich, CEO, Ypartnership |
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9:30-10:00 am |
Networking Coffee Break |
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Concurrent Sessions III |
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10:05-11:35 am |
Geotourism – Ideas for Change
New research exploring travelers' response to the rising concerns about travel's impact on the environment, and industry efforts to mitigate those impacts, sets the stage for a discussion of innovative approaches to sustaining the environment, indigenous cultures and local communities.Learn from those who have successfully implemented such programs and adapt it to your business.
MODERATOR: Dawn Drew, Vice President and Publisher, National Geographic Traveler
SPEAKERS: Janice Skenandore-Hirth, Executive Director, American Indian Alaska Native Tourism Association (AIANTA);Chuck Morse, Assistant Secretary, Louisiana Office of Tourism; Steve Pinetti, Senior Vice President, Kimpton Hotel Group |
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10:05-11:35 am |
Outlook for Accomodations
After several years of strong performance and record profits, what's in store for the U.S. hotel industry? Will timeshare sales continue to climb in the U.S.? What is the future of RV travel? Learn the answers to these and other questions about these important segments of our industry.
MODERATOR: Kelly Repass, Director, Marketing Research, Busch Entertainment Corporation
SPEAKERS: Duane Vinson, Vice President, Smith Travel Research
Howard Nusbaum, President and CEO, American Resort Development Association, Dottie Maitland, CTP, President, Maitland & Associates Inc |
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10:05-11:35 am |
Outlook for Attractions - Growing Your Destination with Attractions
Attractions can be a catalyst for tourism growth and economic development. Come hear what the leaders of three innovative organizations have to say about: Growing tourism in downtown Atlanta with great projects like the Georgia Aquarium; Stimulating visits and longer stays in Philadelphia with a "gateway facility"; Promoting the Biltmore Estate to increase tourism to Western North Carolina. This session will make critical connections between attractions, destination marketing organizations, and economic development agencies.
MODERATOR: Mike Konzen, Principal, PGAV Destination Consulting
SPEAKERS: Steve Miller, Vice Chairman of the Executive Committee and Executive Vice President, The Biltmore Companies; Bill Moore, President and CEO of the Independence Visitor Center Corporation; AJ Robinson, President, Central Atlanta Progress and the Atlanta Downtown Improvement District |
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11:40-12:55 pm |
Luncheon Sponsored by Golf Digest Publications
The Golfer Travel Market 2008 – TIA and Golf Digest Publications have partnered to conduct the latest wave of this authoritative research, to provide insight on the golfer as traveler in contrast with other affluent travelers as well as evaluations of over 40 different destinations.
SPEAKER: Jon Last, Vice President, Corporate Marketing & Research, Golf Digest Publications |
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1:00-2:05 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:
- Tourism Economics- Identifying the most responsive international visitor markets to destination marketing
- Ruf Strategic Solutions- Integrated marketing databases to measure, monitor and maximize marketing return on investment (ROI)
- simpleview- Attract and engage visitors to your website – Create lifetime value and establish metrics to measure success
- Quotient Marketing - In this interactive session, we'll help you get smarter about e-mail marketing by providing the tools, tips and actionable intelligence you need to take your program to the next level.
- Dana Communications - Blog, blog, blog! With the dramatic increase in social networking, learn more about the internet's social tools and how to use them in your marketing efforts as we present, "Social Networking, Beyond the Blog."
- tns-global- Explore the impact of long-term trends in the travel industry
- VOLLMER PUBLIC RELATIONS: Learn about promoting and marketing your travel destination to the domestic and international media, travel trade, and consumers – from one of the most seasoned PR professionals in the travel and tourism industry.
- Advanced Reservation Systems, Inc. (ARES) – Discover the benefits of a private label booking engine for your destination, organization and member/supplier community.
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1:00-2:05 pm |
TIA Research Update Session
Receive the latest information on TIA's cutting-edge research. Be the first to learn about new projects, reports, and partnerships that explore topics pertinent to the industry. You may be surprised at the wealth of research that TIA provides. Use this opportunity also to provide important feedback to the TIA Research Team on industry needs.
SPEAKERS: Xiaohua Tien, Vice-President & Chief Economist, Travel Industry Association; Traverse Burnett, Director of Research Products, Travel Industry Association; Joni Newkirk, Senior Vice-President - Business Insight, Walt Disney Parks & Resorts and TIA Research Committee Chair |
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Concurrent Sessions IV |
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2:10-3:25 pm
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The Outlook for U.S. Destinations
Join leading destination marketers for a round-table discussion of external events and new market trends affecting travel overall and to their areas, new innovative marketing programs, and their outlook and plans for the future.
MODERATOR: Lynn D. Minges, Executive Director, North Carolina Division of Tourism, Film and Sports Development.
SPEAKERS: Kelly Miller, Senior Vice President & Executive Director, Asheville Convention & Visitors Bureau; Sharon Rossi, Vice President of Advertising, Greater Philadelphia Tourism Marketing Corporation; George Zimmermann, Vice President, Travel Michigan, Todd Davidson, Chief Executive Officer, Travel Oregon |
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2:10-3:25 pm |
The Outlook for Travel to the U.S. from China
China is the hottest emerging market of the decade, with the UN World Tourism Organization projecting some 115 million outbound Chinese travelers per year by 2020. This session will address the variety of misperceptions about this market, as well as provide the first release of results from a major new study conducted in China by TIA in collaboration with the Alfred P. Sloan Foundation at the University of South Carolina. Travel executives now active in this market will also share their experiences and insights as to how to succeed in China in the future.
SPEAKERS: Bruce Bommarito,Executive Vice President, COO, Travel Industry Association; Dr. Rich Harrill, Director, Alfred P. Sloan Foundation Travel & Tourism Industry Center; Dr. Yan Liao, President, Abroad China, Inc |
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2:10-3:25 pm |
Outlook for Attractions - Reality Marketing
Special events and exhibits present significant and cost-effective opportunities to drive attendance to other attractions and extend visits to the destination. Learn from these successful examples how to tap into the power of a major event to generate incremental business for your attraction, create greater value for the visitor and enhance the image of the destination.
MODERATOR: Andreas Sappok, Vice President & General Manager,
Circle Line Sightseeing Cruises and Immediate Past Chair, National Council of Attractions
SPEAKER: Leslie Horne, Sales and Marketing Manager, NASCAR Hall of Fame;Laura Lieberman, Director of Investor Relations, BVG Incorporated; Tinsy Lipchak, Executive Director, Tourism & Cultural Hertiage, VisitPittsburgh |
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3:30-4:00 pm |
Networking Coffee Break |
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4:05-4:50 pm |
Watch, Listen, Click - Inside the $300 Billion Media Business
One of the most frequently quoted experts in the media business will share insights from his new book, Watch This, Listen Up, Click Here, which demystifies the inner working of the media, marketing and advertising industries. Get a first hand look at the media revolution in progress and hear valuable information that can help you in your day-to-day marketing efforts.
SPEAKER: David Verklin, CEO, Carat Americas |
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4:50-5:35 pm |
Marketing Outlook Forum Wrap-Up
To get the most out of your Forum attendance, be sure to attend this highly-rated session that summarizes and synthesizes the outlook for major industry sectors, traveler segments and insights gained from Forum speakers.Delegates leave with a comprehensive recap of what's hot and what's not, and an informed appreciation of what lies ahead for the U.S. travel industry.
SPEAKER: Dr. Suzanne Cook, Senior Vice President Research, Travel Industry Association |
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Experience Charlotte's Flavor! (Evening on your own)
Boasting an eclectic array of dining and nightlife, Charlotte's unique entertainment and feasting options create a real sense of character. Named one of the "Top 50 Cities That Sizzle," Charlotte offers a wide array of dining options, including local flavor, international cuisine and upscale dining. Step out on the town to enjoy a relaxing meal or into music venues and dance clubs, wine and martini bars, coffeehouses and more. Don't know where to begin? Let the pros at Visit Charlotte assist in your dine-around planning. |
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Thursday, October 25, 2007
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8:30-10:00 am
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10:15-11:45 am |
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 "Identifying and Using Key Business Drivers" and "Disney Research Methods".
PRESENTERS: Mark Haskell, Vice President of Forecasting, Walt Disney Parks and Resorts and Lori Georganna, Vice President of Research, Walt Disney Parks and Resorts
INSTRUCTORS: Michael Robbins, Forecasting Manager, Walt Disney Parks and Resorts; Terry Dolan, Manager of Walt Disney World Field Operations; and Paul Caswell, Senior Manager Research, Walt Disney Parks and Resorts
Each session will be held twice so you can attend both!
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Focus on the Future of Travel and register today.
Click here to lock in the special hotel rates. Guaranteed until September 28, 2007.
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