CASE STUDY
U.S. Travel Association
CAMPAIGN ASSESSMENT
Travel + Tourism
Reframing in-person meetings as a strategic growth lever for today’s executives.
THE CHALLENGE
In‑person meetings and business events remain critical to the travel industry, yet they have not fully rebounded post‑pandemic as organizations continue to default to virtual formats. The US Travel Association needed a clear, credible way to reframe the value of in‑person meetings for senior executives—decision‑makers who face budget pressure, time constraints, and skepticism about return on investment. The goal was to understand how executives decide when to meet in person and to develop a campaign that meaningfully increases consideration of in‑person meetings.
OUR STRATEGY
Heart+Mind Strategies conducted a multi‑phase research program combining stakeholder and executive in‑depth interviews with a national executive survey. The work explored decision processes, triggers, barriers, and perceived value of in‑person meetings versus virtual alternatives. Advanced techniques, including Max‑Diff and word‑equity testing, identified the benefits and language most likely to drive advocacy. Insights were synthesized into a communications architecture grounded in rational outcomes, emotional benefits, and core values.
IMPACT
The research revealed that executives already believe in the power of in‑person meetings but need stronger outcome‑based justification to advocate for them. Findings informed a clear positioning framework—“Meetings Meet the Moment”—and a reinforcement strategy focused on trust, momentum, and accomplishment. Tested messaging significantly increased executives’ stated likelihood to advocate for more in‑person meetings, providing US Travel with a research‑backed foundation for a sustained, credible industry campaign.