Monday, January 28, 2019 | La Fonda on the Plaza | Santa Fe
New Bonus Program Added to TRENDS Agenda!
Jen Schroer
Tourism Secretary
& the
Team
NMTD Meet and Greet
3:30 pm - 4:30 pm

In response to the selection of Jen Schroer as Secretary of Tourism for the New Mexico Tourism Department, we're happy to bring you a special meet and greet program to reconnect with Jen and her entire NMTD team to conclude TRENDS!

Join your new Tourism Secretary Jen Schroer and her entire NMTD team for a series of round table conversations that will provide a first look at the Tourism Department's shared vision for tourism development in 2019 and beyond. This will be your opportunity to meet your new Tourism Secretary and her staff, learn about their role within the department, and discover how we can collaboratively work together to promote New Mexico tourism.
Review the TRENDS Program
KEYNOTE
STR Hotel Performance Trends and Forecasts
11:30 am - 12:30 pm
A review of hotel industry KPIs (key performance indicators) for the US overall and New Mexico since the recession and a forecast of what lies ahead. Commentary on current events impacting the tourism industry (hurricanes/wildfires, Airbnb, international travel, politics, etc.) will also be addressed.
Chris Klauda, Director of Destination Research for STR, will discuss how travel trends and occupancy data can help decision makers in the hospitality and tourism industry optimize their operations. Over the course of this presentation, Klauda will emphasize:
  • Travel trends and occupancy data over the last 18 months and projections for what will happen heading forward
  • Key strategies and best practices for hotels to capture these trends
  • Future inventory
  • The impact of Airbnb
  • Motivators in driving consumer choice
Chris Klauda
STR
Director of Destination Research
BREAKOUT SESSIONS
Measuring the Economic Impact of Special Events
8:30 am - 10:00 am
Special Events are major economic impact drivers for every tourism-based community in New Mexico. Events bring in outside tourism dollars and provide jobs and entertainment for local residents. The competition for events continues to grow as so many communities add more events. It is critical to understand what is working well and what needs improvement for your local event, but it is also important to understand the impact events have on the local economy. In this session we will explore the indicators of economic impact for events and why these indicators are necessary for demonstrating the value of tourism development in your community.
Topics include:
  • Proper data gathering and survey design
  • The importance of tracking the number of attendees
  • Adequate sample size
  • Interpreting the results for actionable changes
Chris Cordova
Southwest Planning & Marketing
Partner Emeritus
Rachelle Howell
Southwest Planning & Marketing
Managing Partner
The Competition for Talent and How Destinations Can Lead the Way
8:30 am - 10:00 am
While destination marketing organizations (DMOs) and economic development organizations (EDOs) are both in the business of place marketing, for decades they’ve been speaking to different audiences – visitors vs employers. However, in the past three years there’s been a dramatic change in tide. Today more DMOs are partnering with EDOs in an effort to attract and retain talent. Research shows that more than three quarters of people cite first-hand experience as a factor in forming impressions about a place to live. With their firm understanding of consumer marketing, DMOs have the chance to lead the way in these new partnerships and reinforce their importance in helping to position and brand their community. This presentation will outline the importance of partnership between tourism and economic development when it comes to lifestyle marketing and best practices from real communities that have mastered promoting their location from all angles.
Robyn Domber
Development Counsellors International
Vice President of Research
Discovering the Hidden Treasures within your Data through Integration, Personalization and Guest Engagement
2:00 pm - 3:30 pm
Guest and Reservation data are a hotel’s treasure trove, but finding and acting on these ‘gems’ can be extremely challenging due to fragmented, dirty and incomplete data.

Join this workshop to participate in a discussion about strategies and solutions you can utilize, with the data you already have, to better personalize your guest service and engagement. We will explore the industry trends of data integration and the value of personalization to drive greater Loyalty, Retention and Revenue for your hotels.
Annie Ransome
TravelClick
Director of Sales
New Mexico True: At Work for You
2:00 pm - 3:30 pm
Join the New Mexico Tourism Department for updates and announcements, including a first look at the next iteration of its long-standing, popular and effective Cooperative marketing Grant Program.
Members of Team True
New Mexico Tourism Department
Bridging Business & Government

We are again partnering with the Association of Commerce and Industry and the Santa Fe Chamber of Commerce to bring you the Bridging Business & Government partnership.

Your registration to TRENDS also grants access to attend the Business Day in Santa Fe, hosted by ACI, and the Legislative Reception, hosted by the Santa Fe Chamber of Commerce.

ACI Business Day in Santa Fe: Jan. 28, 7:00 am - 10:00 am
Santa Fe Chamber of Commerce Legislative Reception: Jan. 28, 5:00 pm - 7:30 pm
Pricing
Members-Only
$140
General Admission
$170
Become a Sponsor
Join New Mexico tourism, hospitality, and businesses leaders along with elected officials for an incredible day of networking, prediction and discovery. Directors, managers and senior leadership from the business community will be in attendance for this 1-day event. Don't miss out on your opportunity to connect with industry leaders and demonstrate that you are committed to the success of the tourism industry!
Thank You Sponsors!
Host Venue
Community Sponsors
Exhibitors
The New Mexico Hospitality & Tourism TRENDS & Annual Meeting is the annual marketing and research conference held annually in Santa Fe. In addition to an annual review of the New Mexico Hospitality Association, TRENDS also serves as the annual introduction to the New Mexico Legislative Session with an update on our policy priorities and legislative agenda.

TRENDS will also feature a preview of the latest travel trends and industry predictions from industry experts that will help put your hospitality or tourism business/organization on the right track to succeed in 2019.
Monday, January 28, 2019 | La Fonda on the Plaza | Santa Fe