The World Tourism Network’s partnership with US based Mandala Research builds on the historic commitment to groundbreaking research it continues to make. The founder and president is Laura Mandala.
Mandala Research is a premier travel industry research organization that has worked with major industry brands and destinations for over two decades, including Marriott, Macy’s, Miami, New York, and Visit California.
Mandala was the first organization in 2009 to evaluate the economic value of the African American traveler at a time when the market was being ignored and followed it with a study of the Hispanic and sustainable traveler.
Even in her tenure at the U.S. Travel Association in 2005, Mandala led the first national study of the LGBTQ+ market by a major tourism organization.
Ahead of her time, Mandala Research CEO Laura Mandala sees the partnership with WTN as the first step in changing how we think about travelers’ tolerance for risk.
We need this additional level of understanding to attain a 360-degree view of how travelers navigate this world and how they factor in the increasing natural and human-made tragedies and disasters they face.”
The project will focus on the impacts of disasters, manmade and natural, on communities and tourism. In particular, the study will seek to understand prospective travelers and their safety concerns following tragedies and disasters.
The partnership continues WTN’s historic commitment to groundbreaking research to remain ahead of the curve and competitors.
“Our members are demanding answers and tools to help them capture their share of the global travel market and to meet the needs of visitors often in the face of negative news headlines,” said Juergen Steinmetz, CEO of WTN.
“While this research will assist in destination marketing and communication, it will also aid in better serving hesitant travelers who may be reticent about a particular destination. With this data, we can better inform policies and practices that enhance consumer comfort.”
“The financial services and other industries have long understood that consumers make choices based on their own predisposition for risk. Until now, the travel industry has never factored risk into its understanding of travel choices and experience,” added Laura Mandala, CEO of Mandala Research.
“Through this effort, we will attain a true, 360-degree view of how travelers navigate this world and what factors related to increasing natural disasters and human-made tragedies impact their decision-making.”
In partnership with WTN, Mandala is also conducting the second wave of its Sustainable Traveler Study, which documented that XX% of sustainable travelers express skepticism of travel companies who make undocumented claims about sustainable practices.
These are travelers committed to limiting their carbon footprint in all aspects of their lives and value companies who demonstrate the same commitment.
The study’s first wave is available to members of the World Tourism Network and partners.
More on Laura Mandala:
Laura Mandala is committed to helping the tourism industry unlock, decode, and harness the power of travel data. As head of Mandala Research, a leading travel and tourism research firm, she evaluates important emerging developments that help destinations and travel companies attract the right travelers.
Appointed by the Obama Administration to serve on the U.S. Department of Commerce Travel & Tourism Advisory Board, Laura was responsible for providing input on the United States’ global tourism strategy.
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