WEBINAR: Understanding the Motivation of Packaged Travel Consumers - Cornell Innovation Lab

Webinar: Cornell Innovation Lab

This webinar will be conducted by the Cornell Innovation Lab team.

The Innovation Lab Team from Cornell University will present the findings and implications of their 2018 survey of traveler motivations. Survey analysis uncovered two distinct groups based on motivations for booking packaged travel: those prioritizing service so they can enjoy a hassle-free vacation and those prioritizing guidance so they can explore new places.  USTOA Member Organizations can use the results of these findings to tailor product development, positioning, and promotion to retain and build loyalty from their current customers and attract new customers.


If you have questions, please contact Luis Maravi, Director of Membership and Programming, at [email protected] or 212-599-6599 ext 27.