With 300,000 square feet of meeting space and 11,000 guest rooms across our campus, our hotel collection is designed with planners in mind. From separate meeting entrances and business centers to registration desks, ballrooms, banquet halls, and private offices for planners, we provide the ultimate convenience to seamlessly host every aspect of your agenda.
Loews Royal Pacific Resort
Loews Royal Pacific Resort
When you combine an entertainment icon like Universal with a giant of the hospitality industry like Loews Hotels, a powerful destination emerges. At Universal Orlando Resort, we offer an extraordinary portfolio of meeting solutions and an unparalleled standard of quality. Our unique themed environments and versatile meeting options inspire creativity and engagement, helping you craft unforgettable experiences that connect with your attendees in impactful ways.
Promoting inclusive, welcoming local attitudes could moderate reactions to federal actions
Americans reading about the flurry of activity out of Washington, D.C., around imposing tariffs on traditional trading and travel partners may be seeing only part of the picture. Visit California brought representatives from around the world to Los Angeles for Outlook Forum last week to hear what the prospects for travel to the Golden State are from all corners of the globe. Smart Meetings was there and brought back this report.
Canada
Visit California Global Managing Director in Canada Julie Georgas shared trends in Canada’s $4.3 billion visitation spending
All eyes were on the $4.3 billion Canada market as headlines announced that Canadians are cancelling trips to the United States, selling their snowbird investments in Florida and Palm Springs and actively rejecting American-made products.
The “reputation tarnish” happening north of the border was all the buzz from destinations who have enjoyed friendly relationships with group looking for sunny meeting destinations in recent years. Visit California Global Managing Director in Canada Julie Georgas, said, “Canadians feel home in California and that’s going to continue to be true even if there is going to be short-term pain.”
She called the weak Canadian dollar the biggest barrier to traveling to the United States, but rising tensions and threats of becoming the 51st state are making Canadians feel very patriotic. “Canadians are acting very un-Canadian,” she said.
On the bright side, no state is better positioned to build a bridge between Canada and the U.S. than California, a notoriously inclusive place, she observed. “Travel is active diplomacy.”
“Canadians are acting very un-Canadian.”
Germany
As a powerhouse in international travel to California, Germans average two out-of-country trips per-person annually. To overcome shifts in attitude caused by the new administration, positioning California as an accessible and compelling destination will be crucial. German travelers deeply value travel as a cultural and lifestyle necessity, even in uncertain times.
While economic and political pressures may influence decision making, German resilience and strategic planning stand out. Many have already booked all their 2025 trips and California’s blend of nature, culture and adventure offers multi-generational appeal. But competition is fierce. Destinations worldwide are fighting for this audience. Unique road trip experiences could fulfill German yearning for freedom and connection.
The Nordic Countries (including Greenland)
The recovery of visitation to California is slower compared to other markets but the opportunity to align values such as sustainability and mindful living has never been stronger. As airlift continues to strengthen and expand, there are more opportunities to promote rural and lesser-known destinations. Nordic people are already the top international consumers of California wine but travel is facing headwinds. Currently, Thailand and parts of Asia have overtaken the U.S. as the top long-haul destination for Nordic travelers as inflation and high exchange rates make the U.S. less affordable.
The United Kingdom and Ireland
The UK is one of the most multicultural countries on earth and at heart it is a nation of explorers with Heathrow Airport (LHR) being the most globally connected airport. Every country is a viable holiday destination but the U.S. holds a special place with more than 4 million traveling across the pond each year. California has always represented the promise of freedom of expression, the open road, bold cultural experiences and experiments set against epic scenery.
Now that the luxury market is booming, experiential travel is doing particularly well. There is palpable excitement for World Cup soccer with Brits planning long stays. Since two FIFA host cities are in California next year, it is a golden opportunity to score with UK travelers. New challenges in the form of rising costs and concerns about politics are contributing to a growing USA coolness gap, especially among younger travelers, who are either being priced out or increasingly opting for other parts of the world. But California’s reputation as an open, welcoming, culturally diverse destination can help combat those issues.
“New challenges in the form of rising costs and concerns about politics are contributing to a growing USA coolness gap.”
Italy
As the home of rich culture, beautiful landscapes and travelers who are seeking discovery, relaxation and authenticity, Italian long-haul travel to California grew by 28% in 2024 with almost 200,000 Italians spending half a billion dollars all over the state. Stunning beaches, coastal roads, scenic drives and wellness retreats are highly attractive.
“Slow tourism” is also trending as Italians look for authentic, community-based experiences like vineyard tours, cultural emersions in cities or treks in national parks. Fly-and-drive is an evergreen attraction while cycling tourism grew by 35%. There is room to grow average stays in California as they lag the rest of the country.
France
California’s natural beauty, inclusive culture and diverse landscape make it popular for visitors from around the world
The situation in France is a paradox. Last year, the country was led by four prime ministers in one year. The economy is expecting 1% growth this year. Families and young people are concerned about budgets. But there is reason for optimism because French people are prioritizing travel over other expenses. It’s an essential part of life. 70% of French people said their resolution is to travel more to have fun and experience authentic, unique lifestyles and foods. A compelling message is that California is a year-round destination as many French want to travel off-season.
The Middle East
Known for its own palatial luxury, white sand beaches and world-class shopping, Middle Easterners come halfway around the world to California to have fun and experience relaxed luxury. Interaction with locals is an attraction and excellent connectivity through Emirates and Turkish Airlines into SFO and LAX make it accessible. Middle Eastern travelers tend to stay longer and spend more, opting for luxury accommodations.
They enjoy theme parks, gourmet experiences, and—this might shock you—but also wineries. DMCs and native California specialists can help provide private, authentic and culturally engaging activities to compete with international and regional tourism boards in the Middle East. Visa complexities do persist, but inroads—especially with Qatar’s recent inclusion in the U.S. visa waiver program—have made this high-value market.
India
As the fastest growing outbound market globally, the U.S. remains the most aspirational destination for Indians and California is the most popular in the country. Exclusive, immersive, authentic and customized luxury experiences beyond hotels, including fine dining, wine tasting, events, sports and visiting California’s large Indian population is a big draw. They are affluent, stay longer and spend more.
Road trips are in high demand coupled with outdoor local experiences. Indians travel year round and look to California’s diversity of climate, including winter activities. With 1.4 billion people, including 100 million passport holders, the target audience in India is as much as 20 million people. India’s outbound market is expected to double by 2030 and keep doubling every five years. It is home to a growing affluent class and the largest population of young people in the world.
China
Where there’s a will, Chinese travelers will find a way. Airlift is just 40% recovered, but visitation is already at 73% with $2.3 billion in spending. How did that happen? Thousands of Chinese travelers who can’t get direct flights are taking detours and they’re enduring layovers to get to California.
They bring the biggest spend among all overseas markets. But destinations such as Australia, Europe and the Middle East are offering etrying to win over Chinese luxury travelers. Despite the political attention, China is California’s number one overseas spender. Keeping this momentum requires a welcome spirit, immersive experience and road-trip-friendly itineraries.
Japan
Japan’s recovery started a bit later than some other countries but it has seen steady growth over the last year. California has become the preferred destination for Japanese travelers coming to the U.S. They come for all the things that we love about California, but most importantly, they come for baseball. They want to see their hero Shohei Ohtani perform in the majors for the Los Angeles Dodgers. But they’re not just staying in the gateway cities. Corporations, student groups and special interest groups are combining baseball with trips across the state.
Culinary has always been a key motivator and it will continue to be, but now they also want to see where the food is produced. That’s an opportunity to showcase agricultural regions across the state. Higher prices due to the weak yen have made travel to the U.S. out of reach for many younger travelers. To stay top-of-mind, reach out to Japanese companies and sister cities to develop ties.
Australia and New Zealand
Because Australia and New Zealand are a long way from pretty much everywhere, that distance has shaped the Aussie psyche making travel a non-negotiable priority even during a time of sharply rising cost of living. while Australians still love California, the destination is losing market share to Japan, which increased visits by 57% in one year.
Australians are happy to spend big on their holidays, but they still seek value, and with the current exchange rate, we really need to collectively get more creative about demonstrating value through storytelling, creative packages and thoughtful details such as early check-in or access to showers after long flights. To combat a backlash about a lack of transparency in hotel pricing, offer all-inclusive quotes so people aren’t surprised by resort fees.
“To combat a backlash about a lack of transparency in hotel pricing, offer all-inclusive quotes.”
Korea
The Land of Morning Calm is one of the most influential and opportunity-rich travel markets with close to 60% of the Korean population traveling. This is the country that sets travel and global trends from K-pop to K-content to K-beauty. What is trending and popular in Korea today is shaping the world tomorrow. Koreans are not just looking for a place to get away. They are looking for unforgettable, high-value experiences, and that’s where California shines.
South Korea’s hyper competitive and intense academic and work culture has created a strong demand for stress relief and personal growth. Travel is about balance, self-discovery and stepping away from the everyday pressures. For young millennials, it’s about connection. It’s not about where they go, but more about what they can share. They are looking for moments that are cinematic, story-driven and Instagrammable. But high costs associated with strong U.S. dollar and capacity limitations mean experiences have to be meaningful.
Mexico
The most reliable and resilient market for California is Mexico, despite tariffs. Increasing direct flights to the states and Northern California from Monterey was a big positive development in 2024.
Brownlee, the head of business events at VisitScotland, has been inaugurated as the 2025 chair of PCMA. He has spent over 35 years in the international hospitality and business events industry, having began his career in hotels. He joined VisitScotland Business Events in 2008 and has served as head of business events for the past 14 years. In 2018, he joined the PCMA board of directors and has served as EMEA Advisory Board member and secretary-treasurer before being appointed chair elect in 2025, and chair in 2025. He was sworn in at Convening Leaders in Houston in January 2025 alongside chair elect Kelly Ricker, COO of Global Technology Industry Association.
Cathy Ruhling
Cathy Ruhling, Fidelity Hotel
Fidelity Hotel appoints Ruhling as director of sales. She joined Fidelity Hotel from Hotel Indigo, where she worked alongside Eric Conrad, who was recently appointed as Fidelity Hotel’s general manager, to implement various marketing strategies to attract business in new markets. She brings a successful background in strategically tracking sales and revenue against booking requirements, and has held leadership roles at several top hotels in Cleveland, enabling her to successfully introduce this new hotel to the city.
Kaytlin Dangaran
Kaytlin Dangaran, Elior North America Dining & Events
Dangaran is promoted to corporate chef of dining and events at Elior North America Dining & Events, a global leader in food service. She will oversee operations across four brands within the Elior North America profile, traveling throughout the East Coast region to ensure the delivery of unparalleled culinary experiences at prestigious cultural institutions, off-premise events and dining venues. She previously served as executive chef at Sarasota Art Museum, part of Constellation Culinary Group, a brand under Elior North America.
Pilar Florez
Pilar Florez, Bernardus Lodge & Spa
Bernardus Lodge & Spa appoints Florez as director of sales & marketing. Across her over two decades of luxury hospitality and brand positioning experience, she has developed a proven track record of success in developing and executing integrated sales and marketing strategies that drive business growth, prioritize storytelling and elevate brand positioning. She most recently served as director of sales at San Diego Mission Bay Resort.
Felice Kreitman
Felice Kreitman, THesis Hotel Miami, Curio Collection by Hilton
Kreitman takes on the role of director of sales & marketing at THesis Hotel Miami, Curio Collection by Hilton. At the lifestyle hotel, Kreitman will leverage her successful track record of hospitality industry leadership to further the hotel’s reputation as a premier South Florida destination. She will oversee all sales and marketing efforts for the hotel, including its celebrated culinary venues and 20,000 sq. ft. of meeting and event space, guiding initiatives to drive revenue growth, strengthen brand positioning and enhance guest engagement through innovative marketing strategies.
Kelly Peiffer
Kelly Peiffer, M&IW
Meetings & Incentives Worldwide (M&IW) welcomes Peiffer as its new business development director. She brings over 20 years in the meetings, events and incentives industry, most recently serving as the director of national accounts for the Las Vegas Convention & Visitors Authority (LVCVA). An active member of industry organizations including PCMA, MPI and SITE, she has also served as the president of Destination Reps. She will focus on growing M&IW’s business in enterprise accounts and large-scale events.
Jamal Brown
Jamal Brown, The ATL Airport District Convention & Visitors Bureau
Brown is appointed as sales manager for The ATL Airport District Convention & Visitors Bureau, the destination marketing organization representing the cities of College Park, Hapeville and Union City, Georgia. With over two decades of experience in sales, marketing and event management, he will focus on promoting the district as a premier meetings and sports destination and enhancing visitor experiences by providing thoughtful, tailored guidance to groups planning events in the destination.
Timothy Carr
Timothy Carr, AC Hotel Seattle Downtown
AC Hotel Seattle Downtown welcomes Carr as director of sales and marketing. He began his hospitality career at Caesar’s Lake Tahoe, and later took on the role of director of group sales at Edgewater Hotel in Seattle, Washington in 2006, where he earned numerous personal and team rewards for sales achievements. He is now part of the opening team for AC Hotel Seattle Downtown, which opened in December 2024, and has already brought success to the hotel through his numerous relationships and successful promotion of the new property.
Lisa Luna
Lisa Luna, Omni Rancho Las Palmas Resort & Spa
Luna is appointed as director of marketing at Omni Rancho Las Palmas Resort & Spa. She brings over a decade of experience in public relations and marketing, and began with the Omni Rancho Las Palmas team in 2015 as a marketing manager, before moving to a senior marketing manager role. After four years, she became director of marketing at the Grand Hyatt Indian Wells Resort & Villas, and now has returned to Omni Rancho Las Palmas to manage the marketing team, create campaigns and oversee branding and hotel revenue from various marketing channels.
Molly Horton
Molly Horton, JW Marriott San Antonio Hill Country Resort & Spa
JW Marriott San Antonio Hill Country Resort & Spa promotes Horton to the role of director of group sales. She previously served as associate director of group sales at the property, and made a significant impact by collaborating with teams handling small and intimate gatherings to mid-sized events and overseeing key accounts in the Texas market. She has proven herself instrumental in managing relationships with some of the hotel’s largest legacy clients, including the Valero Texas Open, and now will lead all group sales efforts.
Print media is making a compelling comeback as a trustworthy and memorable marketing tool. For hotels aiming to stand out in a competitive market, combining print and digital methods can elevate campaigns and create a lasting impression on potential guests. Here’s why and how print can play a key role in your next multi-platform marketing strategy.
Despite the dominance of digital platforms, print advertising offers tangible benefits that digital ads simply can’t match. Studies highlight that:
Longer Engagement: Readers spend more time with print—often 20 minutes or more—compared to seconds on digital ads, allowing your message to resonate deeply.
Stronger Recall: Print ads drive a remarkable 77% higher brand recall compared to digital, making it more likely your audience remembers your hotel when it’s time to book.
Credibility and Trust: Consumers trust print ads more than digital ones—82% of people believe print is more reliable. This trust boosts your hotel’s reputation and builds customer confidence in making a booking.
Additionally, print has longevity. A brochure or magazine ad remains visible in homes and offices long after a digital ad has disappeared, serving as a constant reminder of your brand.
Practical Tips for Hotels
Here are ways to use print effectively in your marketing mix:
Target Key Audiences: Place ads in trusted publications tailored to your target market, such as magazines read by corporate travelers or event planners. A well-placed print ad can create a strong impression with readers who value quality and dependability.
Highlight Offers: Use visually compelling print materials to display seasonal promotions or special packages, encouraging immediate action.
Maintain Brand Consistency: Ensure your colors, fonts, and messaging align seamlessly across both your print and digital platforms to create a cohesive experience for your audience.
The Benefits of Storytelling Through Print
Print offers space to tell your brand’s story in a way digital ads often can’t. A thoughtfully designed magazine advertisement can showcase your hotel’s unique values and engage audiences emotionally. Print’s tactile nature allows for deeper connections—consumers are more likely to associate your hotel with quality and trustworthiness when they interact with high-quality printed materials.
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Combining Print and Digital for Maximum Impact
The real magic happens when print and digital strategies are combined. Integrated campaigns allow hotels to leverage print’s emotional connection alongside digital’s reach and convenience. Examples of this include:
QR Codes: Add dynamic QR codes to print materials to drive readers to online landing pages, exclusive offers, or promotional videos.
Personalized Links and Offers: Use custom URLs or trackable coupon codes in print ads to measure engagement and ROI while providing tailored experiences to potential guests.
Multi-Platform Boosts: Studies show that combining print with digital strategies can lead to a threefold increase in ROI for campaigns, showcasing the power of using both mediums together.
Measuring ROI of Multi-Platform Campaigns
To measure results for return on investment (ROI) in multi-platform campaigns, you can utilize several strategies that ensure print campaigns are as measurable as their digital counterparts. Start by incorporating unique codes or URLs in your print materials to directly track responses and engagement. For example, personalized QR codes or coupon codes allow you to link customer actions back to specific print ads, providing clear data on effectiveness.
Additionally, integrate your print campaigns with customer relationship management (CRM) systems. This allows you to target specific demographics, track outcomes, and refine future efforts based on measurable results. Print campaigns, when paired with digital tracking tools, not only show how many recipients engaged with your content but also help you pinpoint which aspects of the campaign performed better.
Studies show that integrating print into multi-platform efforts can lead to a threefold increase in ROI compared to using digital campaigns alone, highlighting the value of combining tactile and digital experiences.
Get Started Today
For hotel sales managers, using print in a multi-platform strategy isn’t just a nod to traditional marketing—it’s a smart move in a digital-first world. Print allows you to cut through the noise, build trust, and create memorable campaigns, all while amplifying your digital efforts. Whether it’s a glossy magazine ad or a well-designed direct mailer, print can elevate your marketing strategy and help your hotel stand out.
Ready to get started? Partner with Smart Meetings to develop a campaign that combines print’s tactile magic with digital’s cutting-edge power for measurable results. Let’s create something memorable!
AI tools were used in the development of this article.
Blown away by how fast technology is changing events and entertainment? Abu Dhabi is about to take it to the next level—literally—with one of the biggest drone shows the world has ever seen. Still reeling from Southwest ditching its beloved two-bags-free policy? You’re not alone—one competitor is calling it “the slaying of a sacred cow.” Looking to bring more Indigenous and sustainable elements into your next Hawaii meeting? A new partnership on Oahu is making it easier than ever.
As always, Smart Travel has you covered with the week’s biggest travel and tourism stories.
Oceania to Launch 180-Day World Cruise in 2027
Oceania Cruises has opened bookings for its 2027 Around the World cruise aboard the Vista. The epic 180-day journey will take travelers across six continents and more than 100 ports.
Departing January 6, 2027, from Miami, the itinerary includes a Panama Canal transit, island-hopping across the Pacific from Hawaii to Fiji, an extended stay in Asia, exploration of the Arabian Peninsula and a scenic cruise through the Mediterranean, before concluding in London. Passengers will have access to over 150 UNESCO World Heritage sites along the way.
“With Vista’s debut world cruise in 2026 already generating excitement, we are thrilled to offer another unparalleled journey in 2027, featuring immersive experiences and exclusive amenities,” said an Oceania Cruises representative.
Fares start at $76,199 per person, with perks such as unlimited wine, beer and spirits. Shore excursion credits, exclusive events and luggage delivery are also included.
Vista will make its world cruise debut in 2026, sailing roundtrip from Miami on January 6, 2026.
Southwest Airlines to Introduce Bag Fees, Marking Major Shift
Southwest Airlines, long known for its two-bags-free policy, will introduce checked bag fees starting May 28, joining industry competitors. The shift is part of a broader transformation to boost revenue and improve financial performance.
CEO Bob Jordan acknowledged that while free checked bags once gave Southwest a competitive edge, recent data showed price sensitivity outweighing policy advantages on metasearch engines and online travel agencies.
To further increase revenue, Southwest will also launch a basic economy fare, encourage demand for its co-branded credit card (which will offer a free checked bag) and reinstate flight credit expiration dates. The airline has also reduced loyalty points accrual for lower-end fares and introduced dynamic redemption rates for Rapid Rewards.
“This is the slaying of a sacred cow,” said United CEO Scott Kirby, commenting on the significance of Southwest’s changes.
Industry experts see the shift as a sign of Southwest’s evolution from a low-cost disruptor to a legacy carrier. Delta President Glen Hauenstein pointed to reserved seating and extra-legroom sales coming in 2025 as key changes cementing this transformation.
While some loyal Southwest customers may be disappointed, Jordan emphasized that the airline will maintain its customer-focused culture.
“We have the best people in the business, the best hospitality in the business, and none of that is going to change,” he said.
Southwest projects these changes will drive $1.8 billion in incremental earnings this year, with $800 million coming from bag fees, layoffs and other cost-cutting measures.
Ko Olina Resort Partners with Native Hawaiian Council to Promote Cultural Stewardship
Ko Olina Resort, a 642-acre destination on Oahu’s western coast, has announced a partnership with the Council for Native Hawaiian Advancement (CNHA) to enhance cultural preservation and engagement.
Home to Four Seasons Oahu, Aulani, A Disney Resort, and the upcoming Atlantis resort, Ko Olina will collaborate with CNHA to ensure a better balance between tourism and the Native Hawaiian community. As part of the initiative, CNHA will act as a cultural consultant and curate two designated land parcels dedicated to Native Hawaiian traditions and heritage.
“As the largest Native Hawaiian organization in the state, CNHA brings invaluable expertise and cultural stewardship to this partnership,” said Jeff Stone, Ko Olina’s owner and master developer.
Stone emphasized Ko Olina’s historical and spiritual significance and reaffirmed the resort’s commitment to preserving Hawaiian culture while offering meaningful experiences to visitors.
This collaboration aligns with broader efforts to promote sustainable tourism and cultural authenticity across Hawaii’s hospitality industry.
Abu Dhabi to Launch World’s Largest Drone Light Show for Immersive Storytelling
Abu Dhabi is set to redefine live entertainment with a groundbreaking initiative that will integrate cutting-edge drone technology into large-scale storytelling experiences.
A multi-year strategic partnership has been signed between the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), Colorado-based Nova Sky Stories and Analog, an Emirati company specializing in mixed reality and physical intelligence. Witnessed by Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi, the agreement will introduce the world’s most advanced fleet of 10,000 light-show drones, creating immersive experiences across iconic locations in the emirate.
“By harnessing innovative technologies, we are finding new and immersive ways to share our vision and culture with the world,” said Mohamed Khalifa Al Mubarak, chairman of DCT Abu Dhabi. “This partnership will challenge convention, raising the bar for what residents and visitors can experience.”
Kimbal Musk, CEO of Nova Sky Stories, emphasized Abu Dhabi’s leading role in embracing innovation and bringing art to the sky through next-generation technology. Alex Kipman, CEO of Analog, described the project as a fusion of tradition and technology, turning Abu Dhabi’s skyline into a dynamic canvas for storytelling.
Northern Pakistan Sees 121% Surge in Tourism, Raising Economic and Environmental Concerns
Northern Pakistan’s Gilgit-Baltistan region is experiencing a tourism boom, with foreign visitor arrivals surging by 121% in 2024. The area’s towering mountains, glacial lakes and world-class trekking routes have drawn a growing number of adventure seekers, fueling economic growth but also raising sustainability concerns.
The increased popularity is partly due to streamlined visa policies, making access easier for international travelers. James Willcox, founder of adventure travel company Untamed Borders, acknowledges the sharp rise in interest but emphasizes the need for responsible tourism practices.
To mitigate the environmental impact of rising tourism, local authorities have introduced initiatives such as a tourism entry fee for vehicles, funding waste management and infrastructure improvements. Additionally, the mountaineering permit fee for peaks like K2 was significantly increased but later suspended by a Pakistani court due to its effect on winter tourism.
Travel companies like Untamed Borders are leading efforts to promote sustainable tourism, partnering with local guides, supporting reforestation projects and prioritizing locally owned accommodations.
“Northern Pakistan is a very special region that needs both protection and recognition as a travel destination,” said Willcox. “Our goal is to leave as little impact as possible and support local sustainability initiatives.”
With careful planning and eco-conscious strategies, Gilgit-Baltistan can continue to thrive as a premier adventure tourism destination while preserving its natural and cultural heritage for future generations.
The chainsaw bite of federal layoffs, firings, cutbacks, policy reversals and funding cancellations is already being felt by the nation’s associations.
The majority of respondents to a new pulse survey conducted by the American Society for Association Excellence (ASAE) reported negative impacts like reduced funding, decreased conference attendance and complications surrounding diversity, equity and inclusion (DEI) initiatives.
The survey reveals that “many associations are experiencing financial strain, operational disruptions and strategic uncertainties in the current political and regulatory environment. These findings highlight the complex and evolving landscape that associations must navigate as they continue to serve their industries and professions,” according to an ASAE press release.
ASAE broke down the key findings.
Financial and operational impact: Many associations are suffering financial strain due to changes in federal grants and contracts, especially those hit by funding freezes or losses. Organizations in sectors such as health care, education, environmental and energy, and manufacturing have been particularly affected in areas like research and scientific funding.
Conference and event challenges: A significant portion of associations report declines in conference attendance, particularly among federal employees. Loss of federal speakers and exhibitors has further impacted events, along with a noticeable decline in membership renewals and engagement.
Regulatory and policy uncertainty: Association leaders are finding it difficult to work with federal agencies, citing staffing cuts and challenges in securing meetings with government officials. Many are dedicating more time to member support, guidance and strategic planning to navigate this uncertain environment.
The survey was distributed to approximately 3,200 CEOs of small, medium and large associations across diverse industries and professions, with a total of 319 responses analyzed. ASAE noted some respondents reported neutral or even positive effects, underscoring the varied nature of the association sector.
“As associations navigate a shifting policy and funding landscape, the need for timely, actionable insights has never been greater,” said ASAE President and CEO Michelle Mason, FASAE, CAE. “We recognize that many associations are not directly impacted because they do not rely on federal funding. However, the survey findings reflect a broader spillover effect, as policy changes ripple across the association community, affecting operations, conferences, and member engagement.”
World-class resorts don’t happen by accident. Maggie Hardy, owner and CEO of Nemacolin in Farmington, Pennsylvania, introduced personalized butler service, pioneering sustainability initiatives and signature touches of whimsy at the luxury resort her father purchased almost four decades ago.
She has spearheaded transformative projects, including Wisteria, a residential community designed for associates. We asked her how she came to the elevated definition of hospitality she had introduced over the years.
Smart Meetings: What was the vision for Nemacolin in 1987?
Maggie Hardy: When my father purchased Nemacolin in 1987, our vision was to create more than just a resort. We wanted an extraordinary escape where hospitality, adventure and nature came together.
We saw the potential to transform this beautiful space into a world-class destination that delivers unforgettable experiences and personalized service.
SM: How has the definition of luxury changed over the years?
MH: Luxury has shifted from pure opulence to deeply personal, meaningful experiences. Today, it’s about anticipation, knowing what guests need before they ask—and crafting moments that make them feel truly valued. At Nemacolin, we blend exclusivity with warmth, offering bespoke services, immersive adventures and transformative wellness.
SM: How are you bringing the next generation of hospitality workers into the industry and supporting them?
MH: Hospitality thrives on great people, and we’re committed to nurturing the next generation. Through mentorship, hands-on training and partnerships with top programs, we empower young talent to innovate and grow. Our team is a family, and we invest in their future to keep hospitality vibrant and inspiring.
MH: Nemacolin is part of my legacy, a place where magic happens, memories are made, and hospitality is redefined. At Nemacolin, we push boundaries, create a culture of excellence, and ensure this resort continues to evolve and inspire generations to come.
Most importantly, I take pride in seeing Nemacolin associates succeed—watching them grow, thrive and achieve their dreams is one of the most rewarding parts of this journey.
Grappling with how to rectify sustainability goals with those long-distance flights to meetings? Delta is launching a new partnership that could majorly reduce your group’s carbon footprint. Comparing cruise lines for a potential meeting or incentive? Holland America Line has just debuted a new brand campaign to help secure your business. Wondering what the data shows about 2025 travel trends? A new report with key insights was just released.
As always, Smart Travel is here to bring you the latest must-read travel and tourism news.
‘Tours for Women’ Launched by EF Go Ahead Tours on International Women’s Day
On Thursday, guided group travel company EF Go Ahead Tours announced the launch of “EF Go Ahead Tours for Women.” The collection of seven experiences is open to women only, and each trip celebrates women’s history and worldwide impact. The programs are the result of a growing demand for exclusively female group travel options, as documented by research conducted in partnership with Qualtrics.
“We have heard from women who love to travel but hesitate to go alone, and from others who have traveled solo but miss the magic of shared experiences,” said Heidi Durflinger, president of EF Go Ahead Tours. “These Tours for Women fill that gap. I know firsthand how transformative it can be to discover a new place surrounded by other women who lift each other up. There is something incredibly powerful about creating opportunities where women can be both courageous and authentically themselves while traveling together.”
The tours will launch on March 8, International Women’s Day, and options include:
Peru for Women: Colca Canyon, Lake Titicaca & Machu Picchu. Travelers will connect with Andean women demonstrating ancient weaving techniques at Awamaki, a nonprofit offering educational and economic opportunities.
Italy for Women: Rome, Tuscany & the Italian Lakes. Travelers will learn to make authentic Bolognese ragu at Podere San Guiliano, an agriturismo founded by chef Frederica and her grandmother.
Egypt for Women: Cairo & Nile River Cruise. Egyptologists will share accounts of feminist activist Doria Shafik and other iconic female figures.
Ireland, England & Scotland for Women: Dublin to Edinburgh. A female storyteller at the Scottish Storytelling Centre will bring to life tales of remarkable women in Scottish history.
JetZero and Delta Partner on a Bold New Era of Sustainable Air Travel
JetZero and Delta Air Lines are looking to reshape the future of aviation with a game-changing aircraft design that looks and feels unlike anything flying today. At the heart of their collaboration is JetZero’s blended-wing-body (BWB) aircraft, a revolutionary airframe that could redefine efficiency, sustainability and passenger comfort.
This partnership marks a significant step toward Delta’s goal of achieving net-zero emissions by 2050. The BWB design is expected to be up to 50% more fuel-efficient than traditional aircraft, reducing emissions while cutting costs. The uniquely shaped airframe also opens the door for an entirely new in-flight experience—spacious interiors, enhanced accessibility and innovative seating arrangements that could transform air travel.
JetZero’s progress has already caught the attention of major industry players. Backed by a U.S. Air Force grant, the company is working toward its first full-scale demonstrator flight in 2027. Delta will play a key role in shaping the aircraft’s commercial viability, lending its operational expertise to help optimize everything from maintenance to airport integration.
“Working with JetZero to realize an entirely new airframe and experience for customers and employees is bold and important work,” said Amelia DeLuca, Delta’s chief sustainability officer. “While Delta is focused on addressing our carbon footprint today, it’s critical that we also support revolutionary technologies that will drive the future of aviation.”
Holland America Line Invites Travelers to Slow Down and ‘Savour the Journey’
In a world where travel often feels rushed, Holland America Line is embracing something different—the joy of slowing down. The cruise line has introduced a new brand campaign, “Savour the Journey: Experiences with us are too good to hurry through,” highlighting exploration and the magic of truly taking it all in.
So what does Savour the Journey really mean for travelers?
Longer stays, richer experiences. Unlike the typical “see it and go” approach, Holland America Line builds in extra time at port—including overnight stays in some destinations—so guests can linger, explore and soak up the local culture.
Dining that tells a story. Through its Destination Dining program, the cruise line brings the flavors of each region onboard. With fresh seafood sourced directly from local ports and dishes inspired by the places visited, every meal feels like part of the adventure.
A ship that feels like home. Mid-sized ships make it easier to reach off-the-beaten-path destinations, while the onboard experience is designed for comfort—cozy corners to relax, live music that sets the mood, and a staff that remembers your name and how you take your coffee.
A different kind of luxury. Whether it’s a twice-daily turndown service, a perfectly crafted cocktail at sunset or simply the chance to watch the waves with no agenda, Holland America Line believes luxury is about the little moments.
“We’ve always believed that the journey is just as important as the destination,” says Kacy Cole, Holland America Line’s chief marketing officer. And with Savour the Journey, the cruise line is doubling down on that belief—reminding travelers that sometimes, the best experiences happen when we stop rushing and start truly taking it all in.
The campaign will roll out with a focus on Northern Europe and the Mediterranean before expanding to other iconic destinations like Alaska and the Caribbean.
Viator’s 2025 Travel Trends: A Year for Immersive, Hands-On and Nature-Driven Experiences
As travel continues to evolve, 2025 is shaping up to be a year where authenticity, connection and immersive experiences take center stage. According to Viator’s latest Travel Trends Report, travelers are prioritizing experiences that go beyond sightseeing—they want to feel, taste and fully engage with the world around them. So, what’s defining travel in the year ahead?
The Great Outdoors: Seeking Nature’s Wonders
With nearly a third of Viator’s top experiences rooted in nature and outdoor adventure, it’s clear that travelers are looking to reconnect with the world’s most breathtaking landscapes. Thermal spas and hot springs are experiencing a surge in popularity, growing by more than 40% year-over-year. Destinations like Rovaniemi, Finland; Banff, Canada; and Tromsø, Norway—famous for their natural beauty and mesmerizing night skies—are seeing some of the fastest-growing interest.
Hands-On, Immersive Experiences: Connecting Through Craft
Rather than simply observing a culture, today’s travelers want to experience it firsthand. Cooking classes remain among Viator’s top ten experiences, while photography tours have nearly doubled in popularity and craft classes have seen a 50% increase over the past year. These intimate, interactive activities are not only growing in demand, but they’re also among the highest-rated, with an average traveler rating above 4.8 out of 5 stars.
The Rise of Intimate Musical Encounters
While major concerts remain a draw, there’s a shift towards smaller, culturally rich musical experiences that bring travelers closer to the heart of a destination. Bookings for concerts and special events have surged by over 50%, with experiences like flamenco in Madrid, Vivaldi in Venice and live music in Austin drawing travelers who want to engage with a place through its sound and rhythm.
U.S. Travel Association Pushes for Urgent Upgrades to America’s Travel System
With travel demand surging and major global events like the 2026 FIFA World Cup and 2028 Olympics on the horizon, the U.S. Travel Association is calling for immediate action to modernize America’s outdated travel infrastructure. On the morning of President Trump’s address to the nation, the organization made its case with a full-page ad in The Wall Street Journal, urging the administration to take bold steps before the system reaches a breaking point.
The ad applauds the administration’s commitment to modernizing air traffic control but warns that broader action is needed. Overwhelmed TSA checkpoints, strained airport customs and visa processing backlogs are already putting pressure on travelers—and without intervention, the entire system risks grinding to a halt.
This move is part of U.S. Travel’s larger campaign to push travel modernization to the top of the national agenda. In February, the organization and the Commission on Seamless and Secure Travel unveiled a landmark report detailing critical steps to improve the travel experience. The report gained global media attention, emphasizing the urgent need for efficiency, security and innovation.
To further drive awareness, U.S. Travel has launched showcaseamericantravel.org, an online hub dedicated to the issue, along with a new video advocating for immediate reforms.
Representing a $1.3 trillion industry, the U.S. Travel Association is making a clear case: America’s travel infrastructure needs a serious upgrade—before the world arrives at its doorstep.
Picture this: as a sales director for a major hotel chain, you spend countless hours attending conferences, crafting personalized offers, and following up with prospects. But the leads in your pipeline seem to slip away before the sale closes. How can you stay top-of-mind without overwhelming your prospects? The answer lies in drip email marketing campaigns.
Despite the rise of social media and apps, email continues to provide the highest ROI—delivering $38 for every $1 spent, more than triple the ROI from social media.
Effective drip campaigns can help you automate personalized communication to engage potential guests, convert casual inquirers into bookings, and even rekindle relationships with past clients. Let’s dive into how this strategy can transform your hotel’s sales efforts.
Drip campaigns, also known as automated email campaigns, are a series of scheduled emails designed to guide your recipients toward specific goals. These could range from completing a booking to attending a hosted event. For instance, a drip sequence for a hotel might welcome a new lead, showcase an exclusive offer, and highlight glowing guest reviews.
Each drip campaign serves a distinct purpose. For sales directors, the key types include:
Lead Nurturing Campaigns: Convert inquiries about event spaces or group stays into confirmed bookings. For example, a tailored series might highlight banquet hall features, price incentives, and testimonials from satisfied event planners.
Customer Onboarding: Once a contract is signed, follow up with details on dining, rooms, and exclusive amenities, ensuring smooth client onboarding.
Re-Engagement Campaigns: A personalized “We Miss You” email with a well-timed discount could bring back a VIP guest who hasn’t visited in months.
Dropbox’s Onboarding Emails: Clear, human-centered content guides users to a satisfying first experience.
Gilt’s Urgency Tactics: Their email campaigns remind consumers of abandoned carts with time-limited discounts, a tactic hotels can adapt to remind guests of unfinished bookings.
Amazon’s Upselling Emails: By leveraging client data, Amazon sends targeted emails to upsell connected products. Hotels can use this approach to recommend upgrades like suites or spa packages.
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Practical Steps to Implement Drip Campaigns
To design an impactful campaign, start by mapping your guest journey. From inquiry to post-stay follow-ups, identify opportunities to engage.
Next, leverage segmentation to customize content. Not all guests should receive the same message—business travelers, for instance, have different needs than vacationing families. Tools like automation platforms simplify sending personalized messages triggered by user actions, such as downloading a brochure or completing only half of a booking form.
Finally, monitor key performance indicators (KPIs) such as open rates and click-throughs, tweaking your campaigns to maximize impact.
Next Steps
Drip email marketing campaigns aren’t just another buzzword for hotel sales directors—they’re a game-changing tool. By automating these highly personalized touchpoints, you can nurture potential leads, re-engage former clients, and maximize revenue across your portfolio.
Ready to see real results? Contact Smart Meetings today to turn your email campaigns into powerhouse sales drivers. Let’s build a strategy that keeps your hotel top-of-mind and your sales rising.
AI tools were used in the development of this article
Imagine that a hotel is your best friend who’s had a little too much fun at the party, and now they’re texting you about why you should book a stay. That’s the idea behind the fun and friendly “tipsy best friend” marketing tone! Hotels can use this playful style to make emails, social media posts, and ads feel personal and exciting. It’s like getting advice from someone who really cares about you—just with a bit more enthusiasm!
People trust their friends’ advice, and using this tone makes guests feel like they’re talking to someone who “gets” them. Instead of boring, salesy messages, the tone feels honest, warm, and relatable. This emotional connection helps build trust and gets people more interested in what the hotel has to offer. Research also shows that when messages feel personal and match what people like or care about, people are more likely to engage or buy. For example, a fun suggestion to get a massage sounds a lot better when it feels like it’s coming from a friend encouraging you to treat yourself.1, 2, 3
Examples of ‘Tipsy Best Friend’ Tone
Hotels can use the Tipsy style to make catchy email subject lines, Instagram captions, and even chatbot messages. Here are some examples of what this could look like:
Email Subject Lines: Hot Tub + Happy Hour = The Weekend You Deserve 🍹
Social Media Posts: You + ocean views + bottomless mimosas? Text your squad. We’ve booked the cabanas for you 🏖️
Special Offers: Late checkout? Go ahead, sleep in—you’ll need it after the wine tasting 🍷
Chatbot Messages: Between the deluxe pool suite and the room with the private balcony, I’d say go with the balcony—trust me, the sunsets are chef’s kiss 👌
How Hotel Can Use This
With AI tools like ChatGPT, hotels can create these fun and flirty messages on a large scale. You can tailor the tone to different people, like making luxury-focused messages for people who want a fancy experience or exciting ones for travelers looking for adventure. AI can help write emails, social media posts, and even virtual assistant suggestions to make guests feel welcomed and understood.
Sample ‘Tipsy’ Prompts
To create content that resonates with guests, hotel sales directors and marketers can use AI to generate engaging content styled as recommendations from a “tipsy best friend.” Here are some prompt examples designed to elicit creative, personable, and relatable responses.
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Email Promotions:
“Write an email subject line inviting guests to a weekend getaway that feels like a spontaneous idea from a tipsy friend. Make it fun and enticing!”
“Create an email body for a last-minute deal on spa treatments, written as if a close friend is trying to convince you to indulge.”
Social Media Posts:
“Generate a social media post promoting our rooftop bar’s happy hour, using a casual, tipsy tone that makes it sound like your best friend is recommending it.”
“Craft a playful Instagram caption for a photo of our hotel pool, as if it’s coming from a cheerful friend who just had an amazing day by the water.”
Guest Engagement Messages:
“Draft a chatbot response helping guests choose between room upgrades, using a friendly, laid-back tone that feels like advice from a close companion.”
“Create a conversational message for a virtual assistant that recommends local attractions, packed with humor and a tipsy friend’s excitement.”
Why It’s Worth Trying
This style of communication can bring more personality to your brand and help your guests feel connected to your hotel, not just as customers but as friends. That connection can lead to more bookings and happier visitors. So why not let your “tipsy best friend” take charge of your marketing? It’s time to make your hotel stand out and keep guests coming back for more!
Let’s Get Tipsy Together
So, why wait? Get in touch with Smart Meetings to kick off your tipsy best friend marketing campaign today! Let’s toast to transforming your marketing strategy together 🥂
AI tools were used in the development of this article.
She has spearheaded transformative projects, including 
