Hosted by Arival Co-Founder Douglas Quinby
Recorded Wed, June 17, 2020
They are some of the biggest questions facing everyone in travel and tourism: when will international travel resume? When it does, what will it look like? What will travelers expect? Which travelers will return first? And how do we all prepare for that uncertain future?
We have asked Carroll Rheem, the head of research and analytics for Brand USA, the global tourism marketing organization for the United States, to share her insights on what lies ahead for international travel.
In this in-depth discussion we’ll delve into how travelers around the world are thinking about travel, how they are planning trips and what they are looking for. We’ll discuss what operators of tours, activities, attractions and experiences should do to reach those travelers, what travel marketing will look like in the future, and what adjustments operators should make to their products.
Meet Todays Guest, Carroll Rheem
Carroll is vice president, research and analytics for Brand USA, the nation’s public-private partnership dedicated to increasing international visitation to the United States through marketing and promotional efforts. In this role, Carroll leads Brand USA’s intelligence function, which serves as the foundation for global marketing strategy, as well as the company’s performance metrics.
The research & analytics department she heads is responsible for market research – including consumer insight, market sizing and projections – and quantifying marketing effectiveness. Prior to joining Brand USA in May 2013, Carroll was with PhoCusWright, a wholly owned subsidiary of Northstar Travel Media and the global travel industry research authority on how travelers, suppliers and intermediaries connect. During her five years with PhoCusWright, Carroll held positions of increasing responsibility, culminating in her being named principal analyst overseeing the organization’s consumer research practice. Prior to PhoCusWright, Carroll spent six years working for Starwood Hotels and Resorts Worldwide in various positions encompassing hotel operations, sales and global online distribution.