U.S. Travel Association

Making marketing efforts more focused and effective

In an effort to focus and make more efficient use of their marketing resources, the U.S. Travel Association sought to better understand which consumers were most likely to use paid time off to travel. We conducted a segmentation study to pinpoint who had surplus paid time off and was the most motivated to use it. This led to a macro-level communications strategy that U.S. Travel members could use and customize within their specific sectors (airlines, hotels, etc.).