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Marriott International official hotel sponsor of Brand USA United Stories international campaign

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Today, Brand USA, the destination-marketing organization for the United States, announces Marriott International across the United States as the official hotel sponsor for United Stories. The sponsorship will help expand the global reach of the United Stories campaign, which aims to inspire international travelers to visit the USA through visual storytelling efforts. This new United Stories collaboration also provides Marriott International, one of Brand USA’s founding and diamond partners, fresh localized content and innovative ways to reach international customers.

Launched earlier this year in partnership with Beautiful Destinations, United Stories utilizes mobile content creation labs to track and share relatable, human stories to inspire lasting emotional connections between international travelers and people and places across the United States. Throughout the year, accomplished content creators, storytellers, and influencers will travel to various points of interest across the country in eye-catching, buzz-worthy vehicles branded with #UnitedStories.

“We are thrilled to collaborate with Marriott International on United Stories. Marriott’s strong international brand recognition and ongoing dedication to their customers makes them an ideal partner to expand the reach of this campaign,” said Tom Garzilli, chief marketing officer of Brand USA. “We believe in the power of storytelling to engage global audiences and highlight the diversity of real travel experiences in the USA. Our partnership will help deliver these inspiring stories to an even larger population of international travelers, extending the United Stories campaign to millions of people around the world.”

Marriott Bonvoy will be integrated within the United Stories campaign to generate awareness and create connectivity with its newly launched travel program. This includes branding of the mobile content creation labs and hosting influencers and content creators at hotels across the USA.

“The United Stories mission aligns with our passion for travel, said Kieran Donahue, vice president, marketing, The Americas. “Our sponsorship of United Stories is a great extension of our ongoing partnership with Brand USA. The mobile content labs allow us to show the breadth, depth, and variety of our brands, destinations, and hotels throughout the U.S., and most importantly, connect with our members and guests in a way that showcases how good travel can enrich and unite the world.”

The Marriott Bonvoy travel program is built on the belief that all travel is good travel; it enriches the individual and connects the world. The program offers a global footprint of extraordinary hotel brands, experiences for every passion on Marriott Bonvoy Moments, and the richest rewards and benefits.

The United Stories mobile content lab launched in January and has traveled to nine U.S. states and territories: Alaska, Arizona, Florida, Hawai’i, Puerto Rico, South Dakota, Tennessee, Texas, and Vermont. At each destination, United Stories content creators spotlight first-person perspectives of American culture via locals, influencers, and travelers.

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Oxford Economics: Brand USA’s marketing initiatives drove record international visitor spending

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Today, Brand USA, the destination marketing organization for the United States, announced that a study by Oxford Economics shows Brand USA’s marketing efforts are generating a high return on investment (ROI) and driving significant incremental international visitation and spend, which is helping to fuel the nation’s economy. The report shows Brand USA has consistently driven strong results over the past six years, including record results in Fiscal Year 2018 (FY2018) for incremental international visitor spending, tax revenues generated, and total economic impact.

Highlights of the study show Brand USA’s marketing efforts in FY2018 alone (October 1, 2017 – September 30, 2018) helped drive:

• 1.13 million incremental international visitors to the USA who spent
• $4.1 billion on travel and fare receipts with U.S. carriers, and generated
• $1.17 billion in federal, state, and local taxes and
• $8.9 billion in total economic impact, and supported
• 52,305 incremental U.S. jobs

The resulting FY2018 marketing ROI was 32:1—meaning that every $1 Brand USA spent on marketing generated $32 in spend by international visitors.

The study also shows that the cumulative results of Brand USA’s marketing efforts over the past six years (FY2013 through FY018) has helped bring:

• 6.6 million incremental visitors to the USA who spent
• $21.8 billion on travel and fare receipts with U.S. carriers, and generated
• $6.2 billion in federal, state, and local taxes, and
• $47.7 billion in total economic impact, which has supported, on average,
• Nearly 52,000 incremental U.S. jobs each year

The six-year results equate to an average marketing ROI of 28:1.

“International visitation is an important driver for the nation’s economy—benefiting a wide range of industries well beyond travel and tourism,” said Christopher L. Thompson, president and CEO of Brand USA.

According to the U.S. Department of Commerce, international travel to the United States is the nation’s top services export and represents 11 percent of all U.S. exports, contributing a $77.4 billion trade surplus.

“The FY2018 ROI study reinforces the effectiveness of our promotional campaigns and how our efforts are supporting communities and employment throughout the country. The United States provides international travelers more value in its diversity of experiences than any other place in the world, and we look forward to continuing to work with our partners to market the USA as the ultimate travel destination,” added Thompson.

Each year, Brand USA deploys a number of market-driven platforms and programs as part of its mission to increase incremental international visitation, spend, and market share for the United States in order to fuel the U.S. economy and enhance the image of the USA with worldwide travelers.

Brand USA also collaborates with federal partners to communicate U.S. visa and entry policies and correct misperceptions about those policies as required by the Travel Promotion Act.

The Oxford Economics study includes an analysis of Brand USA’s work in nine markets – Australia, Brazil, Canada, China, Germany, Japan, South Korea, Mexico, and the United Kingdom—and also considers the organization’s total impact in other international markets where Brand USA’s marketing was active during the year via consumer, trade outreach, and cooperative marketing programs.

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U.S. Travel honors its 2019 Travel Champions

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The U.S. Travel Association on Wednesday announced the recipients of the sixth annual Distinguished Travel Champion Award: Sen. Catherine Cortez Masto (D-NV), Chairman Peter DeFazio (D-OR), Sen. Rob Portman (D-OH), Rep. Tom Rice (R-SC) and Acting Under Secretary of State for Economic Growth, Energy, and the Environment Manisha Singh
Each is being honored for his or her exceptional leadership in advancing and protecting policies that strengthen travel to and within the United States.

U.S. Travel will present the awards today at U.S. Travel’s Destination Capitol Hill—the travel and tourism industry’s premier legislative fly-in event dedicated to educating policymakers about the power of travel and showcasing the industry as one of America’s most vital economic sectors.

“We always say that travel is neither a red or blue issue,” said U.S. Travel President and CEO Roger Dow. “This year’s Distinguished Travel Champions have a deep understanding of travel’s contributions to the American economy, and have consistently reached across the aisle to advance sensible policies that grow travel, enhance security and trade, and keep our economy moving.

“Our winners’ dedication to securing Brand USA’s long-term reauthorization, overhauling America’s infrastructure systems, preserving our national parks, rebranding and expanding the Visa Waiver Program, and upholding our nation’s Open Skies aviation agreements strengthen travel’s role as job creator and economic engine.”

Sen. Catherine Cortez Masto (D-NV)

Since entering Congress just two years ago, Cortez Masto has quickly become an advocate for the travel industry and a top congressional champion of Brand USA. Her tireless work and dedication to ensuring the reauthorization of Brand USA, a program crucial to the United States’ travel promotion and planning, is invaluable.

Said Cortez Masto: “I’m honored to receive the 2019 Distinguished Travel Champion Award. I say it all the time, Nevada is the gold standard for tourism and hospitality. We draw tourists to the Las Vegas Valley and from the pristine waters of Lake Tahoe to the scenic peaks of the Ruby Mountains. I’m so proud to support our $60 billion tourism economy and the jobs it supports in Nevada. As Senator, I’ll continue to fight for policies like Brand USA and those to increase efficient travel that strengthen our tourism industry for years to come.”

Chairman Peter DeFazio (D-OR)

DeFazio’s commitment to overhauling infrastructure systems within our country is crucial to increasing connectivity and facilitating travel growth across America. He has also undertaken laudable efforts to end the practice of diverting “9/11” security fees to other programs unrelated to air travel security.

DeFazio’s dedication to his home state’s $11.8 billion travel and tourism industry is commendable, as is his work to ensure local travel leaders have a voice in the state’s transportation planning.

Said DeFazio: “I am proud to be this year’s recipient of the U.S. Travel Association’s Distinguished Travel Champion Award. Travel and tourism promote economic prosperity, create jobs, and strengthen our national security through improved international relations. As Chairman of the Transportation and Infrastructure Committee, I am working hard to modernize our nation’s airports, increase federal investment in infrastructure, and ensure we remain on the cutting edge of innovation as it relates to transportation. All of these improvements will help encourage increased travel and tourism.”

Sen. Rob Portman (R-OH):

Portman’s leadership on national parks issues, as well as many other important fiscal issues facing the country, is vital to the preservation of our public lands and the continued growth of the American economy.

Portman led efforts to pass the Restore Our Parks Act and to establish a dedicated source of funding for the $12 billion deferred maintenance backlog that will help ensure the viability of our parks for generations to come. Our national parks are some of the biggest draws for domestic and international travelers, and countless “gateway” communities across the country rely on well-maintained parks and robust visitation.

“It is an honor to receive the U.S. Travel Association’s 2019 Distinguished Travel Champion Award,” said Portman. “If we want our national parks to be here for generations of travelers to come we must address the nearly $12 billion backlog in long-delayed maintenance projects at the National Park Service. I’ve seen this maintenance backlog firsthand at national park sites in Ohio, and it underscores why we must pass my bipartisan Restore Our Parks Act to ensure that that the National Park Service has the resources to continue preserving American treasures. I look forward to working to get this legislation across the finish line.”

Rep. Tom Rice (R-SC):

Rice’s co-sponsorship of the JOLT Act and commitment to strengthening and expanding the Visa Waiver Program is crucial to enhancing U.S. security and economic competitiveness.

Rice’s efforts to support towns and cities in his district devastated by Hurricane Florence, including tourism-dependent communities such as Myrtle Beach, have been critical.

“I am honored to receive the U.S. Travel Association’s 2019 Distinguished Travel Champion Award,” said Rice. “I will continue to advocate for policies that will support American jobs, strengthen national security, and grow South Carolina’s tourism economy.”

Acting Under Secretary of State for Economic Growth, Energy, and the Environment Manisha Singh:

Singh has undertaken crucial efforts to uphold our country’s vital Open Skies aviation agreements, increase financial transparency and protect the interests of all U.S. aviation stakeholders. She has worked hard to elevate the travel industry as an essential export and economic driver.

Said Singh: “I’m honored to receive U.S. Travel’s 2019 Distinguished Travel Champion Award. The U.S. State Department is pleased to support the U.S. travel industry and American jobs by negotiating and helping to enforce Open Skies aviation agreements that bring flights, travel, and business to the United States from around the world.”

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Travel Trends Index: International and domestic travel growth projected to dwindle

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Travel to and within the U.S. grew 3.2% year-over-year in February, according to the U.S. Travel Association’s latest Travel Trends Index (TTI).

However, the predictive Leading Travel Index (LTI) continues to project a slowdown in both international and domestic travel growth, as both segments could continue to feel the effects of rising trade tensions, volatile financial markets and weakening business and consumer confidence. These factors have the potential to stunt travel growth and dull American competitiveness at a time when the U.S. is seeking to reverse its declining share of the global international travel market.

Though international inbound travel grew for the ninth consecutive month, the segment grew only 1.4% in February. Domestic travel increased 2.8% year-over-year in February, with growth in both the business and leisure travel segments. Domestic business travel outpaced the leisure segment for the first time since October 2018, registering slightly above its six-month moving average with a 3.0% growth. Leisure growth fell slightly below its six-month moving average with a more tepid 2.6% growth rate.

Looking ahead, domestic and international inbound travel are both projected to grow, but at a moderate pace.

Said U.S. Travel Senior Vice President for Research David Huether: “Growth is expected to decelerate in the case of domestic travel while international inbound travel is projected to remain soft. This is consistent with an expectation of stable-yet-moderating economic growth both in the U.S. and globally.”

U.S. Travel economists caution that this decelerated growth rate will make it even more difficult for the U.S. to regain its diminishing share of the global international travel market. Acting on certain legislative initiatives—such as Brand USA’s long-term reauthorization and the rebranding and expansion of the Visa Waiver Program—can help the U.S. increase competitiveness in the global travel market.

The TTI is prepared for U.S. Travel by the research firm Oxford Economics. The TTI is based on public and private sector source data which are subject to revision by the source agency. The TTI draws from: advance search and bookings data from ADARA and nSight; airline bookings data from the Airlines Reporting Corporation (ARC); IATA, OAG and other tabulations of international inbound travel to the U.S.; and hotel room demand data from STR.

Click here to read the full report.

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IGLTA Foundation adds industry leaders from Google & Airbnb to its Board

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The International LGBTQ+ Travel Association Foundation announced today that Dougal Mckenzie, Head of Industry, Travel, at Google, and Maria Cuba, Global Diversity Lead for Airbnb’s Experiences platform have been appointed to its board of directors. The Foundation is the philanthropic arm of IGLTA.

Mckenzie, who holds both law and commerce degrees from his native Auckland, helps companies adapt to changes in consumer behavior resulting from tech advancements. Cuba is one of Airbnb’s earliest employees and the founder of their Latino Employee Group “Juntos.” Her role focuses on creating equitable opportunities and representation for all communities.

“We are honored to welcome these two dynamic additions to our Foundation board,” said IGLTAF Board Chair Reginald Charlot. “Dougal Mckenzie, a leader in advancing travel technology, and Maria Cuba, a champion for diversity in the global marketplace, will bring valuable insights to the table as we focus on our mission: education, research and leadership development to create a more welcoming travel landscape worldwide.”

The new appointees begin their tenure at the board meeting prior to IGLTA’s 36th Annual Global Convention in New York City, 24-27 April. (igltaconvention.org) The current IGLTAF board members are: Reginald Charlot, NYC & Company, Chair; Pamela Herr, Aspen Gay Ski Week, Vice Chair; Tanya Churchmuch, MuchPR, Secretary; Don Richardson, Brand USA, Treasurer; Theresa Belpulsi, Destination DC; Selisse Berry, Founder of Out & Equal; Eddie Canaday, Visit Salt Lake; Rika Jean-François, ITB Berlin; Tom Kiely, Visit West Hollywood; Jim McMichael, Las Vegas CVA; Gary Murakami, MGM Resorts International, Immediate Past Chair; Tom Nichols, Arcus Foundation; Scott Seed, Hospitality Brand Marketing Professional; Carmen Strong, Disney Destinations; and John Tanzella, IGLTA.

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Brand USA Board of Directors approves committee assignments

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On Wednesday, March 13, members of the Brand USA board of directors convened for a quarterly meeting in Washington, DC where they welcomed newly appointed and reappointed members and approved members to officiating positions and committees.

The confirmed committee assignments are as follows:

Finance Committee

Chair: Kyle Edmiston, deputy director/chief operations officer for Lake Charles/Southwest Louisiana Convention & Visitors Bureau

Committee Members

• John Edman, director of Explore Minnesota
• Noel Irwin Hentschel, chairman and chief executive officer of AmericanTours International, LLC
• Mark Hoplamazian, president and chief executive officer of Hyatt Hotels Corporation
• Alice Norsworthy, chief marketing officer of Universal Parks & Resorts
• Barbara Richardson, chief of external relations of the Washington Metropolitan Area Transit Authority (Metro)

Conflict of Interest Committee

Chair: Tom O’Toole, senior fellow and clinical professor of marketing at the Kellogg School of Management of Northwestern University

Committee Members

• Andrew Greenfield, managing partner of the Washington, DC office of Fragomen
• Barbara Richardson

Audit Committee

Chair: Tom O’Toole

Committee Members

• Paul Brown, chief executive officer of Inspire Brands
• Noel Irwin Hentschel

Governance & Nominating Committee

Chair: Andrew Greenfield

Committee Members

• John Edman
• Mike Gallagher, co-chairman and co-founder of CityPASS

Marketing Committee

Chair: Alice Norsworthy

Committee Members

• Kristen Branscum, commissioner of Kentucky Department of Tourism
• Paul Brown
• Kyle Edmiston
• Mike Gallagher
• Noel Irwin Hentschel
• Tom O’Toole

Full recordings of the board meetings can be found here. For more information about the newly appointed members, please access the press announcement here. A complete list of the board of directors and their bios is available here. The next board meeting will take place on Wednesday, May 22, 2019.

Thank you to all staff, board members, partners, and stakeholders for their continued support.

Together, we are marketing the USA!

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