Monday, January 28, 2019 | La Fonda on the Plaza | Santa Fe

Register for TRENDS and gain access to the Bridging Business & Government Program When you register for the Hospitality and Tourism TRENDS & Annual Meeting, you also gain access to 2 other great programs hosted by our industry allies. Start the day with the Business Day in Santa Fe , hosted by the New Mexico Association of Commerce and Industry . During this program you will hear from elected officials and industry thought leaders on what New Mexico's economic stakeholders can expect from the 2019 Legislative Session. This program will take place 7:30 am - 10:00 am at La Fonda on the Plaza. After ACI's Business Day in Santa Fe has concluded, spend the rest of the day with us for the Hospitality and Tourism TRENDS & Annual Meeting . Hear from experts in hospitality and tourism research as they offer insights and best practices that will put you on the right track for 2019. NMHA will also be hosting its Annual Meeting during lunch where NMHA staff and board members will review 2018 and outline what to expect in 2019. NMHA will also formally install our new Board Chair for 2019, along with new Board Members to fill vacated seats, as voted on by NMHA membership at the Annual Meeting. Finish the day at the Legislative Reception , hosted by the Santa Fe Chamber of Commerce . Mingle with elected officials and business representatives from all over New Mexico at this reception-style event, and discover how vibrant and engaged the business community is in New Mexico. This event will take place at the Santa Fe Community Convention Center from 5:00 pm - 7:30 pm.

Register for TRENDS and the entire Bridging Business and Government program

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 Register for TRENDS

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

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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. Register for TRENDS

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. Register for TRENDS

Annie Ransome TravelClick Director of Sales

New Mexico True Collaboration: Working and Growing Together 2:00 pm - 3:30 pm Join leaders from the New Mexico Tourism Department to hear about their renewed commitment to collaboration with our industry to grow together. From proactive tourism development initiatives to drive transformational change to ensuring nimble response to unfavorable circumstances, Team True will share the latest opportunities to work together and ensure tourism continues to thrive in your community. Register for TRENDS

Members of Team True New Mexico Tourism Department

GENERAL SESSION NMTD Meet & Greet 3:30 pm - 4:30 pm 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. Register for TRENDS

Jen Schroer Cabinet Secretary New Mexico Tourism Department

Pricing

TRENDS Registration (member pricing) $140

TRENDS Registration (non-member pricing) $170

Annual Meeting Only (members only) $45

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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!

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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

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