In today’s rapidly evolving travel landscape, including business travel, experts believe innovation is key to staying ahead.
Recognizing this, the Travel and Tourism Research Association (TTRA) has announced its 2025 Think Tank Initiatives—a series of collaborative projects aimed at driving groundbreaking research and data-driven strategies that will shape the industry’s future.
With the goal of translating research into real-world application, these new Think Tank initiatives are designed to harness the expertise of diverse members and partners, offering a platform to address critical industry challenges and explore new frontiers in travel research.
What’s New for 2025?
The 2025 Think Tank initiatives consist of three forward-looking projects that address some of the most pressing needs in travel research and data analysis:
- Forecasting Demand Using Google Search Data – This project—in partnership with Herrmann Global, Brand USA, and Temple University’s School of Sport, Tourism and Hospitality Management—plans to combine Google search data with artificial intelligence (AI) to provide real-time insights into traveler behavior and trends. The goal is to move beyond traditional forecasting methods that rely on historical data and offer a more responsive approach to understanding shifts in demand. Why it Matters: The ability to predict travel demand with greater accuracy allows destinations to anticipate and respond to changes, enabling more effective marketing and resource allocation.
- Lodging Data Analysis: Unlocking the Potential of STR Data – In partnership with Virginia Tourism Corporation, this initiative focuses on maximizing the value of STR lodging data to offer a comprehensive view of a destination’s lodging market in order to analyze hotel performance data more effectively. This will enable destinations to gain deeper insights into their performance and benchmark against competitive markets. Why it Matters: Many destinations are not utilizing STR data to its full potential. This project aims to close that gap, helping destinations leverage existing data to drive strategic decisions.
- AI in Market Research: Separating Hype from Reality – Artificial intelligence is transforming many industries, but its role in market research is still being defined. This Think Tank, lead by XBorder Canada (XBC), Future Partners and South Carolina Department of Parks, Recreation & Tourism will evaluate the effectiveness of AI in performing common market research tasks, such as data coding and report writing, and will establish best practices for its use. Why It Matters: Clarifying the capabilities and limitations of AI in market research will help organizations make informed decisions about integrating AI into their research processes, ensuring they capitalize on technology’s strengths while avoiding its pitfalls.
If You Want to Get Involved
TTRA’s Think Tank initiatives are more than just research projects—they are platforms for collaboration, innovation and impact. TTRA is seeking members and industry partners who are eager to contribute their expertise and explore new research avenues. Whether you’re a destination marketing professional, or simply passionate about advancing travel research, they have a place for you. To learn more, contact TTRA at [email protected].
Prevue will check back with TTRA for updates on Think Tank developments, upcoming events, and other opportunities to engage with the global community of travel researchers.
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