NEW YORK – February 11,
2014 – The United States Tour Operators Association (USTOA) has engaged the
expertise of graduate students from Cornell University’s prestigious SC Johnson
Graduate School of Management to undertake a consumer insights project for its
membership.
Announced at USTOA’s
Annual Conference & Marketplace in Scottsdale, AZ, in December, the
consumer research project is the first step of a multi-year “Innovation Lab,”
intended to better define today’s tour customer and help members create
relevant products and experiences for future generations.
The project kicked-off
in mid-February at USTOA headquarters in New York City with eight assigned
students as well as USTOA executive committee and marketing committee
members. Pictured above are: Terry Dale,
president & CEO, USTOA; Derek Mayer and Grace Schiodtz from Johnson; Jerre
Fuqua, president, Travcoa and USTOA chairman; Janice Claudio from Johnson; and
Paula Twidale, executive vice president, Collette and USTOA vice chair.
“To say this
partnership with Johnson is exciting is an understatement,” said Dale. “This
initial meeting completely energized our board members who were there and
sparked some insightful conversation and questions from the students. We have embarked on a new path for USTOA, one
that we’re confident will yield critical intelligence to help shape our member’s
current and future product and business development,” he added.
Results from this
initial research are expected to be completed by mid-May.
About
USTOA:
Representing more than $11 billion in
revenue, the member companies of U.S. Tour Operators Association provide tours,
packages and custom arrangements that allow six million travelers annually
unparalleled access, insider knowledge, peace-of-mind, value and freedom to
enjoy destinations and experiences across the entire globe. Each
member company has met the travel industry’s highest standards, including
participation in the USTOA’s Travelers Assistance Program, which protects
consumer payments up to $1 million if the company goes out of business.
As a voice for the tour operator
industry for 40 years, USTOA also provides education and assistance for
consumers and travel agents. For more information about USTOA, visit ustoa.com,
call 212.599.6599 or email information@ustoa.com.
Contact:
Gina Sisco/Liz
Carty
Redpoint
Marketing PR., Inc.
212-229-0119
Sisco@redpointpr.com
Carty@redpointpr.com
