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CenStates Newsletter - January 2014

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two-skiers-header.jpg The Research Network News

CenStates Chapter TTRA

In This Issue
Free Webinar
CenStates Conference
New Officers & Directors
Free Traveler Research
Canadian Statistics
Travel Trends
TTRA International Conference Highlights
Mark Your Calendar


CenStates TTRA Conference

September 24-26 

Bloomington, MN



 FREE Webinar

  The New Journey

Thursday, January 30



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Suggestions for CenStates newsletters are always welcome, along with guest columns, story and research referrals.  Please email Heather LeMoine at with submissions.


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January 2014

The New Journey - FREE  Webinar Jan. 30


Register now for the free Lunch-and-Learn webinar on "The New Journey" on Thursday, January 30 at 11:30 am - 12:30 pm CDT. Learn how print is the starting point for inspiring people to travel.
MWL & Meredith
Shelia Mahoney, Director of Brand Development, Midwest Living and Meredith Travel will present their most recent findings on the new process that consumers go through as they gather travel information and make travel decisions. Understanding this detailed four-phase approach will provide insights into the media mix and suggestions for engaging messages that drive visitors to your destination.


Announcing 2014 CenStates Conference in Bloomington MN


The annual CenStates conference returns in 2014 with powerful and practical programming on using research for destination marketing. Join us on September 24-26 at the DoubleTree by Hilton Bloomington-Minneapolis South. The CenStates conference took at hiatus in 2013 so those in CenStates could attend the TTRA International hosted in our chapter area in Kansas City. Now the popular regional conference is back and better than ever.


If you would like to help on the conference committee or have suggestions for programming, please contact conference chair Brenda Myers at


Mark your calendar now and watch for more details.


New CenStates Officers and Board Members


The election results are in! Congratulations to the new officers and board members of the CenStates Chapter.

Alisha Valentine
Alisha Valentine

New officers are:

  • Chair - Alisha Valentine, Strategic Marketing and Research, Inc.
  • President - LuAnn Reinders, Iowa Tourism Office
  • Vice President - Brenda Myers, Hamilton Co. IN Convention & Visitors Bureau
  • Treasurer - Lorinda Cruikshank, Missouri Division of Tourism
    LuAnn Reinders

Newly elected board members are:

  • Leah Chandler, Branson/Lakes Area CVB
  • Kirk Hulstein, South Dakota Department of Tourism
  • Heather LeMoine, North Dakota Tourism Division
  • Patrick Simmons, Explore Minnesota Tourism 

Board members mid-way through their two year terms are:

  • Bob Frohoff, MMGY Global
  • Amy Vaughan, Indiana University Purdue University at Indianapolis

Thank you for your service to the chapter. All chapter members have the opportunity to be involved with CenStates. Contact LuAnn Reinders for information.


Free Traveler Research from Google

Who doesn't love a free report on the attitudes and behaviors of leisure and business travelers? Ipsos Media conducted a travel tracking study for Google to better understand the role of travel in the lives of U.S. consumers and that study has been made available here.


Some highlights:

  • More leisure travelers are researching online before making their travel decision
  • More plan to travel with family in the coming year
  • Price is the most important feature when choosing a destination
OTTI Update on Canada

The Office of Travel and Tourism Industries, a division of the U.S. Department of Commerce, International Trade Administration, is no longer purchasing Canadian inbound market research from Statistics Canada, according to Market Research Analyst Mark Brown. Brown is still compiling a "Canada Stats-At-A-Glance" summary, which can be found here.


Statistics Canada makes a limited amount of data public on their site, including the recent summary of the top U.S. states for Canadian travelers.

  Trending Water in CenStates

Dee Ann McKinney, research manager for the Missouri Division of Tourism, reached out to Adam Sacks, president of Tourism Economics, for this installment of trending news. Sacks has provided his paper, The Top 5 Predictions for the U.S. Economy.

Highlights from TTRA International

The International conference of the Travel and Tourism Research Association was held June 20-23 in Kansas City with destination marketers and researchers from across the globe. A few presentation highlights include:
  • The Mobile Traveler - presented by Henry Harteveldt (@hhartevelt @HudsonCrossing)
    • Smartphone use is mature, now making subtle gains
    • Tablets to gain ground; replacing laptops
    • Strong interest in mobile transactions and e-commerce
      • Mobile commerce differs by device: Smartphone = last minute and literally moving; Tablet = longer planning and likely from home
    • Travel sellers do not take full advantage of mobile's capabilities
  • Making Research Relevant - presented by Dudley Jackson (SC Dept of Parks, Recreation and Tourism); Wendy Kheel (Los Angeles CVB); Dan Mishell (Visit California); and Chris Kam (Hawaii Visitor and Convention Bureau)
    • Constantly evaluate your metrics
    • Prepare a "deck of information" with most relevant metrics and make it digestible
      • Get data on 1-page
      • Pre-load it on the tablets that executives are using
      • Keep things short and palatable
  • Metrics that Matter - presented by Chris Adams (@KiwiColorado)
    • Imagery drives content
    • Facebook advertising more significant because now only about 13% of users are seeing posts
    • Measure Signals of Intent to Travel (SITs)

The 2014 conference will take place June 18-20 in Brugge, Belgium. Learn more at:


In consideration of the environment, CenStates supports paperless, electronic newsletter formats.
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