Insights Type: Reports

HSMAI Customer Insight: Americans Planning More International Leisure Trips | Longwoods

According to the latest Longwoods International tracking study of American travelers, 39% of them are likely to take an international leisure trip in the next 12 months.  And 34% of those planning international leisure travel say they will take more international trips this year, 50% plan to take about the same number of such trips, while only 16% are planning fewer international trips.

“The expected boost in international travel by Americans is impressive, given lingering concerns about inflation and the financial health of the U.S. consumer,” said Amir Eylon, President and CEO of Longwoods International.  “And it is further evidence that American travelers see COVID-19 fading away in their rear-view mirror.” Additional insights from Eylon for HSMAI:


 

Read full report: American Travel Sentiment Study – Wave 85: Americans Planning More International Leisure Trips

From Solos to Symphony: The Transformational Power of ‘Commercial’

The HSMAI Foundation’s latest research, “From Solos to Symphony: The Transformational Power of ‘Commercial’,” authored by Breffni Noone and Chris Boyd, highlights the importance of understanding and implementing a robust commercial strategy in the hospitality sector. Embracing a unified approach across Sales, Marketing, and Revenue Management optimizes performance and ensures sustained growth and competitiveness in this era of transformation within the hotel commercial space.

HSMAI Foundation Special Report: From Silos to Symphony: The Transformational Power of ‘Commercial’

HSMAI Customer Insight: Strong Summer Travel Season Expected | Longwoods

According to the latest Longwoods International tracking study of American travelers, 92% have travel plans during the next six months. Thirty percent of travelers plan to spend more on summer travel this year compared to last summer, 56% plan to spend about the same as last year, while only 14% plan to spend less.

“With significant summer travel planning underway, early indications look positive for this travel season,” said Amir Eylon, President and CEO of Longwoods International. “However, inflation remains a concern for some, with a quarter of travelers indicating inflation will greatly impact their travel decisions in the next six months.” Additional insights from Eylon for HSMAI:


Read the full report: American Travel Sentiment Study – Wave 84 Strong Summer Travel Season Expected

Taking Commercial Strategy To The Next Level

This report and accompanying Commercial Effectiveness Organizational Assessment was created by the HSMAI Commercial Strategy Workgroup. HSMAI’s Commercial Effectiveness Organizational Assessment allows a hotel organization (individual hotel, management company, ownership group, or brand) to assess and score their implementation of the 11 key drivers of commercial excellence:**

1. Cross Functional Organizational Design and Alignment
2. Commercial Operations
3. Go-To-Market Model Design
4. Market Insight
5. Segmentation & Growth Priorities
6. Offerings & Value Propositions
7. Lead Generation & Management
8. Commercial Team Effectiveness
9. Channel Partner Programs & Management
10. Pricing Strategy & Execution
11. Customer Service Effectiveness

The assessment provides a structured framework for assessing and improving the effectiveness of various commercial functions within a hotel organization’s operations. It will help a hotel organization identify where its commercial structure is strong and where improvements are needed.

The report and assessment are HSMAI member benefits. Non-Members can purchase them for $399. To join visit: https://global.hsmai.org/join/

Access The Report and Assessment

 

** These drivers are adapted with permission from ZS’s work on B2B Commercial Effectiveness Drivers and its SFE Navigator initiative. https://www.zs.com/

HSMAI Customer Insight: Millions of Travelers Planning Trips to See Eclipse | Longwoods

According to the latest Longwoods International tracking study of American travelers, 14% of them plan to travel at least 50 miles from home to view the solar eclipse on April 8th.  “For those destinations which will experience a total solar eclipse, they should expect a significant boost in visitation around the eclipse,” said Amir Eylon, President and CEO of Longwoods International.

The outlook for travel in 2024 remains strong, with 93% of travelers planning trips during the next six months, the highest level in a year. On their next trips, 64% plan to travel by car to a U.S. destination, while 25% plan to travel by air in the U.S.  For 7% of travelers, their next trip is to a foreign destination. Additional insights for HSMAI from Amir Eylon:


 

Read the full report: American Travel Sentiment Study – Wave 83: Millions of Travelers Planning Trips to See Eclipse

HSMAI Perspective: Unlocking Talent Trends – Insights from the State of Talent Report

Robert A. Gilbert, CHME, CHBA, President and CEO, Hospitality Sales & Marketing Association International (HSMAI)   

The hospitality industry is continually reshaped by transformative trends and innovations. The HSMAI Foundation Special Report: The State of Hotel Sales, Marketing, and Revenue Optimization Talent 2023-2024, a cornerstone resource for sales, marketing, and revenue optimization leaders, offers a roadmap for navigating these changes. This year’s report is more than findings and forecasts. It offers best practices, case studies, and suggested actions to improve talent outcomes across the commercial functions.  

The report is made possible with the support of the HSMAI Foundation’s corporate talent partners and is authored by Dorothy Dowling, Managing Director, Horwath HTL, and a special advisor to the HSMAI Foundation board. 

Key Insights  

This year’s report unveils nine crucial trends: 

  1. Meeting the Needs of Multigenerational Workforces 
  2. The Rise of The Gig Economy and Fractional Staffing Models 
  3. Retention Through Upskilling, Reskilling and Upward Mobility 
  4. Transforming Employee Engagement 
  5. Leadership Defines Culture and Organizational Purpose 
  6. Return to Office and Hybrid Work Models 
  7. Cross Functional Teamwork and the Evolution of Commercial 
  8. The Rise of Artificial Intelligence 
  9. Prioritizing Emotional Wellness 

Dive Deeper 

The State of Talent Report is an invitation to be a talent leader, championing models that thrive on research, inclusivity, and forward-thinking leadership.  

“Each of the 9 trends represents a piece of our industry’s talent puzzle,” said Lori Kiel, CHDM, HSMAI Foundation Chair and Chief Commercial Officer, The Boca Raton Resort and Club. “The State of Talent Report highlights the industry’s positive trends while honoring the adaptability and innovation inherent in hospitality.” 

Explore the full report and join the conversation on how we can collectively elevate the people at the heart of hospitality. 

The HSMAI Foundation is funded solely by individual and corporate donations. If you are interested in being a 2024 Corporate Talent Partner, click here.  The Foundation is also focused on building a bridge to the future of talent via individual, tax deductible gifts to the Century Campaign.  You can learn more and donate here. 

HSMAI Customer Insight: Travelers Use of Chat GPT for Trip Planning Stalls | Longwoods

According to the latest Longwoods International tracking study of American travelers, only 14% of them have used Chat GPT to plan a trip in the past six months. And only 31% of them report that it is likely they will use Chat GPT to plan their next trip, statistically unchanged from 32% in April of 2023.

“While artificial intelligence likely will produce significant changes across the travel industry as it evolves and is deployed, its use as a travel planning tool by consumers thus far remains relatively modest,” said Amir Eylon, President and CEO of Longwoods International. “It likely will be years before we understand the full impact of AI on all aspects of the visitor economy.”

Additional insights from Amir Eylon for HSMAI:

Read the full report: American Travel Sentiment Study – Wave 82: Travelers Use of Chat GPT for Trip Planning Stalls

HSMAI Customer Insight: Travelers Cautiously Optimistic about 2024 Travel | Longwoods

According to the latest Longwoods International tracking study of American travelers, 92% of them plan to travel in the next six months, which is near a record high percentage in the past 12 months.  However, there has been an uptick in concern about both personal finances and travel costs. Exclusive insights for HSMAI from Longwoods President & CEO Amir Eylon:


Read the full report: American Travel Sentiment Study – Wave 81: Travelers Cautiously Optimistic about 2024 Travel

HSMAI Customer Insight: Holiday Travel Outlook Is Positive | Longwoods International

According to the latest Longwoods International tracking study of American travelers, 92% of them have travel plans in the next six months, and 33% of them plan to spend more on holiday travel this year compared to a year ago.  Only 16% of travelers plan to spend less on holiday travel this year, while 52% expect their holiday travel spending to be comparable to last year.

“The strong demand for travel continues as we look forward to the holiday travel season,” said Amir Eylon, President and CEO of Longwoods International.  “Fears of recession, inflation, rising gas prices and a new COVID-19 spike have not slowed consumer desire to travel.”

Twenty percent of travelers say spending time with their immediate family and children is the primary motivation for their leisure trips.  Other leisure travel motivators include 19% of travelers wanting new experiences, 18% looking for fun, 17% seek rest and relaxation, and 16% travel to spend time with friends and relatives.

The survey, supported by Miles Partnership, was fielded September 13, 2023 using a national sample randomly drawn from a consumer panel of 1,000 adults, ages 18 and over.  Quotas were used to match Census targets for age, gender, and region to make the survey representative of the U. S. population.

More Insight for HSMIA from Eylon:


Best Practices in Travel Advertising, Digital, PR/Communications & Integrated Marketing

2022 Adrian Awards: Platinum and President’s Award Honorees Special Report

In a year that started heavily impacted by the pandemic, destination travel marketing became more prevalent, especially highlighting the ecotourism trend of sustainable and responsible travel. The focus area of recruitment brought us entries that pushed the envelope creatively. We were awed by multi-faceted campaigns with great integration of all platforms, from traditional channels to new and exciting ones like VR, TikTok, and Twitch. We found beautiful storytelling, high quality content, and skillful use of influencers to really engage with guests. Finally, many brands and destinations are focusing on inclusive travel. Winning entries in the diversity, equity, and inclusion focus area included engaging, thoughtful, and authentic storytelling.