Future of Travel and Events by Mediaplanet_USA

DECEMBER 2019 | FUTUREOFBUSINESSANDTECH.COM

An Independent Supplement by Mediaplanet to USA Today

FUTURE OF TRAVEL AND EVENTS

Nataly and Murad Osmann Learn how an accidental snapshot launched a global business

Read about Cathay Pacifıc Airways’ plan for more sustainable travel Discover why Pittsburgh has become a major meetings and events destination

Community Service Inspires at Professional Events Volunteering and community service are effective ways to encourage event attendees to engage with what they’re doing and one another. Arranging a community service project for your business event supports corporate social responsibility initiatives and gives an event a tangible social component that contributes to the overall experience — while making a meaningful community contribution. “Hosting a business event is now more than its networking and educational factors — attendees are looking for more,” says Jamie Huckleberry, president of the Event Service Professionals Association. “It’s about the overall experience, and volunteerism is a way to give their attendees a chance to do more.” Planners can coordinate with event service professionals, the hotel’s in-house event manager, local convention centers, and visitors’ bureaus to connect with possible short-term volunteer opportunities. “If the client is unsure as to what volunteer activity to do, the service professional can share what they have seen from other group volunteer activities or their own volunteer activities for employees,” says Huckleberry. “Their event can build off of these experiences.” Many convention and visitors bureaus have prepackaged service projects, such as a local food bank that needs help sorting donations or an outdoor area that needs cleaning up. Lynn McCullough, Executive Director, Event Service Professionals Association

Professional Events Are Working Towards Sustainability Everyone agrees on the need for more sustainable practices at professional events and conferences, so here are a few places to start.

mize environmental impact at the show. This can include reducing all single-use plastic, using public transport, and a sustainability education session.

Conference venues, exhibitors, and attendees all support more sustainable practices. Organizers can help improve the experience of the event while reducing environmental impact.

Reward contributions It’s not enough to encourage sustainability, efforts should also be recognized and rewarded.

Continue to find new initiatives Providing additional watercoolers and refillable water bottles in the event space can reduce the number of single-use plastic bottles. Eliminate straws and introduce paper recycling. Support local communities Compostable food packag-

Carina Bauer CEO, IMEX Group

ing and service-ware lowers community impact. Food, materials, and leftover hotel amenities may be distributed to those in need rather than be thrown away. Work together with your partners IMEX launched a sustainability pledge to encourage exhibitors to commit to three green actions to mini-

Evaluate outcomes and make changes Benchmark your performance against industry standards such as the APEX/ASTM Environmentally Sustainable Event Standards, helped by sustainability consultants MeetGreen. Reducing environmental impact is essential now more than ever, in every area of life. n

Publisher Marissa Fey, Amanda Deutch Business Developer Joelle Hernandez, Stephanie King Managing Director Luciana Olson Lead Designer Tiffany Pryor Designer Keziah Makoundou Lead Editor Mina Fanous Copy Editor Kathleen Walsh Director of Sales Shannon Ruggiero Director of Business Development Jourdan Snyder Director of Product Faye Godfrey Content Strategist Vanessa Rodriguez Cover Photo Vitaly Sechenoff All photos are credited to Getty Images unless otherwise specified. This section was created by Mediaplanet and did not involve USA Today. FOLLOW US: @MEDIAPLANETUSA

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Karl Pietrzak Vice President, Convention Sales, Visit Pittsburgh Pittsburgh is a major travel, conventions, meetings, and sports destination full of exciting entertainment, one-of-a-kind attractions, and a red-hot food scene. The city is conveniently located within a 90-minute flight of more than half of North America and boasts more than 6,000 hotel rooms in the downtown area alone, encompassing a wide selection of world-class accommodations from all major brands. One-of-a-kind attractions include The Andy Warhol Museum which is dedicated to the Pittsburgh native and is the largest single-artist museum in North America. Visitors can also see the Heinz History Center, a Smithsonian-affiliate museum and home to a variety of exhibitions including Mister Rogers’ neighborhood. Pittsburgh’s award-winning culinary scene continues to impress foodies and, of course, includes local standout, the Primanti Bros. sandwich, comprised of choice of deli meat, cheese, French fries, coleslaw, and tomatoes between two slices of thick Italian bread. 4 • FUTUREOFBUSINESSANDTECH.COM

A Lot Goes Into Creating a Beautiful Event It’s all about the fınal result when it comes to event planning, but clients may not understand the many steps it takes to get there.

hether you’re an event professional putting together a 5,000-person mega-conference or just a guest at your friend’s cousin’s kid’s wedding, the final result of the event is the only thing anyone remembers. But there are countless tiny steps that lead to the moment where it all comes together. The process is everything, and the process separates the amateur from the pro — yet the process often is the part we talk the least about. True professionals bring experience and knowledge to the process — from the initial meeting to the debrief afterward, which inﬂuences strategy, design, and delivery. It’s the ability to ask the right questions

and zero in on a solution tailored to exactly what the client really wants and is willing to pay for. Event professionals understand human behavior and how to design for it, stay up-to-date on trends, know safety protocol and best practices, and much more. Both the pros and the clients lose out when event professionals are too focused on the final product to spend time ideating and thinking about what the final product will look like. Event professionals must be more transparent of the whole process if clients are to understand the real value of the work. n Dustin Westling, CSEP, Director of Board of Governors, International Live Events Association MEDIAPLANET

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Discover why Pittsburgh is now a major meetings and conventions destination. Once the steel city, Pittsburgh is now known for technology, education, medicine, energy, food, arts and culture, sports, unique attractions and its beautiful scenery.

How Murad and Nataly Osmann Turned One Instagram Photo Into a Career PHOTO: MURAD OSMANN

Instagram sensations, Murad and Nataly Osmann, transport viewers to inspiring locations through their Instagram page. Here is how it all began. Eight years ago in Barcelona, Murad Osmann and his then-girlfriend, Nataly, took their first trip together. Little did they know a simple gesture caught by his camera would bring them international fame. “We were just walking around the city, and I was taking pictures of Nataly everywhere,” says Murad, who was a civil engineering student at that time. “At some point, she dragged me forward, as there were probably too many pictures already, and I had managed to snap that moment on the phone. Back then there were very few apps that could retouch images on the phone the way I wanted, but some new ones had just come out, and I really liked the result.” Going viral Murad continued taking photos in the same style whenever the pair traveled together. His captivating landscapes featuring Nataly in the foreground, leading the way with her hand grasping his, found an audience thanks to a simple Instagram post. Eventually, The Daily Mail picked up the couple’s story, setting Murad’s career on a new path. “I always had a passion for art, so after finishing university, I didn’t work in my profession, and decided to pursue photography,” Murad explains. “Funny enough, I stopped being a photographer and opened a production house with my friend, and only then the project started.” Staying on brand While grateful for new opportunities, neither Murad nor his wife is willing to compromise. “From day one, we put the integrity of our project to high standards,” Murad says. “We rejected 95 percent of the commercial work that came our way, and only agreed to work with brands that would share our s ame philosophy. “We still put content that resonates with us first, and don’t run after hype.” Advice for safe, sustainable travel As top travel influencers, the couple continues looking for destinations to share with their millions of followers. “We try to search for places that are off the beaten paths. Unfortunately, we don’t really have as much time to travel, as we both work in Moscow and can’t leave the country for several months. Usually, Nataly and I would look for the hashtags of the location we would visit, then go on Pinterest and check for additional ones. Another tip is to ask local Instagrammers about their hidden gems.” Murad says while traveling to certain destinations, opt for electric, not petrol, scooters. Also, control plastic waste by using reusable bags and avoiding single-use plastics. He adds, “In terms of cultures, I think it’s important to support businesses that support locals.” n Cindy Riley

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to offer sustainable seafood and is the first airline in the world to serve OmniPork, a plant-based meat alternative.

As climate change dominates the global conversation, every aspect of our lives is being reassessed in terms of its impact on the world. Airline travel is no exception; a recent United Nations report predicts that airplane emissions of carbon dioxide will triple by 2050 — and some estimates go even higher. “People are more conscious about the level of impact we are having on the environment,” says Philippe Lacamp, senior vice president of the Americas at Cathay Pacific Airways, a Hong Kong-based airline with a ﬂeet of about 240 aircraft. “We have to be mindful of that.” Leading the way Lacamp points out that the airline industry has been a leader in developing sustainable and environmentally-friendly practices. “The airline industry is the first industry in the world to have agreed to an overarching international carbon-neutral growth target,” he notes. Fuel is one of the key factors for airlines seeking to be environmentally mindful. “For most airlines, fuel is the single largest cost,” Lacamp notes. “Carbon offsets can

How Airlines Are Making Travel Sustainable and Environmentally Sound be very effective when effectively administered, and the use of zero-rated biofuel will help decarbonize the industry.” The switch to biofuels is exciting, especially as it has the potential to free airlines from the volatility of oil prices, but Lacamp notes that it will take time. “You can’t just ﬂip a switch and move completely to biofuel. That’s going to be decades in the making.” But there are other strategies that can be pursued. Technology is incredibly important, as more advanced engines

can run as much as 20 percent more eﬃciently, and composite materials lighten newer planes so they require less fuel to fly. Cathay Pacific, for example, has invested in the new A350 model from Airbus, a plane that burns 25 percent less fuel than other, older aircraft types and will be taking delivery of the next generation B777-900X. Sustainability in operations When it comes to promoting sustainability, every single detail of the flight experience can have an impact, from

PHOTO: CATHAY PACIFIC AIRWAYS

From the fuel they burn to the food they serve, airlines are forging a more sustainable way to travel.

the sourcing of food for in-ﬂight meals to how waste management is handled. Airlines are relying on their supply chains to provide them with innovative ways to make every aspect of a ﬂight more environmentally sound. Cathay Pacific, for example, has developed blankets made from recycled plastic bottles and in-flight carpets manufactured using regenerated nylon waste materials, such as discarded fishing nets, fabric, and carpets. It has also pushed its suppliers

The single-use lifestyle Both tourists and business travelers are increasingly concerned with the impact of their travel choices. Lacamp offers some simple advice on how to ensure the airline you choose is pursuing sustainability. “Number one, make sure the airline you’re traveling with is investing in the best technology available,” he says. “New airplanes that are more eﬃcient and lighter are going to have less impact. You want to make sure they are aligned in terms of the waste footprint — a number of airlines are effectively focusing on the reduction of single-use plastics. That is something we’ve been working on internally. It comes down to what is included in the value proposition: do people feel they’re getting value for money in a way that they can confidently feel addresses sustainability? Is the airline taking responsibility for reducing its overall environmental impact through innovative and meaningful solutions and not simply “greenwashing?” With the environment likely to dominate all discourse for the foreseeable future, we all have to make responsible, sustainable choices. Airlines are making it easier to do so when we travel, at least. n Jeff Somers MEDIAPLANET • 7

Here’s Why I Always Prefer InPerson Meetings An executive reflects on how faceto-face interactions build a sense of cultural unity in the workplace. Something unique happens when people gather together with a shared purpose. People chat about their kids’ soccer games or weekend plans. They begin to develop a sense of camaraderie. In the workplace, I find it’s easier to focus on my coworkers

when we meet in the same room. We put aside our laptops and our phones and look each other in the eye. We notice subtle facial expressions: the gleam of excitement when someone has a new idea, or a grimace when another has misgivings. Meeting face-to-face builds trust and engenders empathy and respect. Conversations flow more naturally. Brainstorming

becomes more productive as people bounce ideas off one another and notice where goals are and are not aligned. When I worked at USAA, I often facilitated sessions in which employees met directly with the CEO or other top executives. I was impressed by the level of candor at these meetings — from customer service reps to C-suite leaders. It was a pow-

erful experience for executives to hear boots-on-the-ground stories from employees. And it was equally powerful for these employees to feel that the company’s top leaders had really listened to their concerns. Such meetings not only made the company more efficient, they boosted morale. That’s why we also held monthly calibration and decision meetings. Senior leadership would get together to discuss projects and priorities and to seek feedback from others. These meetings accomplished more than a hundred emails or conference calls ever could. In this era of rapid change, face-to-face communication has never been more important. We have a dizzying array of options for communication: email, social media, apps, videoconferencing. But none of these are particularly conducive to open dialogue. Videoconferencing might be the next best thing to meeting in person, but much is lost when we connect through a screen. The energy in the room is different, the conversation is stilted, and it’s hard to read others’ emotions. It’s also often difficult to get feedback, which is essential. When we listen and respond to the concerns of others, that’s when we get real buy-in. And those kinds of conversations happen best in person. n Wendi Strong, Former Executive Vice President and Chief Communications Officer, USAA

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An Expert Explains Why You Shouldn’t Skip Travel Insurance on Your Next Trip

Tour Operators Offer Peace of Mind for World Travelers

Robert Gallagher, senior vice president and COO of AIG Travel, says travel insurance is vital for travelers, especially frequent travelers, because you never know when a mishap is going to occur. Why is travel insurance so important for travelers? Travel is unpredictable. While this is one of its most alluring qualities, it can also be incredibly frustrating when things don’t always go as planned. Even in the case of a seemingly simple mishap, like a lost passport, the cost of travel insurance is likely to be of value. Are there any new technologies making it easier to utilize travel insurance? Technology advancements for the travel insurance industry will likely be those that continue to evolve the interconnectivity between various travel systems, which in turn will serve to improve accessibility and the overall customer experience. Additionally, insurers are likely to benefit from further developments in AI and machine learning to build deeper relationships with customers by better understanding their needs and preferences and meeting them where they are — on social media for example — thereby allowing greater education and personalization in the offer and delivery of travel insurance products and related services. What is a problem the travel industry is facing now? One of the fastest growing needs we would emphasize now and for the long term is that of travel safety. As international travel has quickly grown more accessible, it has brought with it an admirable curiosity among all travelers about far-flung locales and “off-the-beaten-path” destinations. This curiosity, though, has the potential to expose travelers to greater risk, as they seek to visit countries and regions that might have laws and cultural norms with which they are unfamiliar. 10 • FUTUREOFBUSINESSANDTECH.COM

Tour operators help travelers mitigate risk and get the most out of their vacation. Peace of mind is priceless while traveling. Sometimes being thrown offcourse during a trip can lead to unexpected and engaging discoveries, but more often weather, strikes, illness, or other unforeseen disruptions can cause stress and uncertainty. Booking travel through a tour operator offers access to local hosts and representatives who can offer immediate assistance whenever an issue occurs. There’s always a full team working on travelers’ behalf to manage airport transfers, meals, excursions, and accommodations, all of which are vetted by industry professionals.

In partnership with destination experts, tour operators build trips that offer unparalleled access to local hotspots and hidden gems that even more enterprising explorers may not find on their own. This wealth of insider knowledge allows travelers to venture to unknown corners of the earth, whether on an escorted tour or a selfguided adventure. There are thousands of trips, highlighting everything from cycling and birding to art and cuisine, and many tours offer locally immersive experiences such as learning to cook a traditional dish in a family home or practicing with a local photographer. Tours and packaged travel also offer unparalleled value. Since tour operators purchase experiences in bulk, travelers often ben-

efit by receiving additional savings, and, pre-paying for a trip in U.S. dollars helps travelers better manage their budgets. As the ultimate protection of vacation dollars, each tour operator member of the United States Tour Operators Association (USTOA) participates in the USTOA $1 Million Travelers Assistance Program, a symbol that’s widely recognized by travel agents and travelers. It offers further peace of mind that their vacation investment is protected in the event of a USTOA member bankruptcy or insolvency. To get the most out of a travel experience, working with a tour operator may offer the most value. n Terry Dale, CEO and President, United States Tour Operators Association MEDIAPLANET

Seven Tips for Traveling Sustainably Use these pointers to reduce your impact on the planet the next time you travel. 1. Educate yourself In general, familiarize yourself with the concept of sustainable tourism — travel that has the power to protect our environment and empower local communities. 2. Invest wisely Research the sustainability practices of any companies you book with. Invest your tourism dollars in companies that are transparent about their practices and support locals. 3. Ethical standards To protect wildlife, choose tour companies that have strict ethical standards around wildlife interactions and bring you to see animals and vegetation in their natural habitats (whale watches, conservations, national parks) versus in a staged or enclosed environment. 4. Forget the coral Avoid single-use plastics such as water bottles and straws; use reef-safe sunscreen products; and refrain from buying souvenirs made of coral or other marine life — all of which pollute or deplete the oceans. 5. Eat locally Learn about a destination’s cuisine and culture by attending local cooking classes or dining with locals in their homes. If eating out is your preference, visit independently owned restaurants and bars that source food and ingredients from area farmers, butchers, fishermen, wineries, distilleries, and breweries. 6. Support diversity Support women and minority-run businesses, especially in countries where civil rights and equality are lacking. 7. Lifestyle change Remember that sustainability is a lifestyle that starts at home and incorporate habits into your day-to-day life. Kelley Louise, Founder, Impact Travel Alliance 12 • FUTUREOFBUSINESSANDTECH.COM

Beth Santos on the Rise of Influencer Marketing in the Travel Industry Beth Santos, founder and CEO of Wanderful and creator and host of the Women in Travel Summit, talks influencer marketing and what it might mean for the travel industry. Why is influencer marketing the next big thing for the travel industry? Creators and influencers build their entire brands around being able to provide authentic, real feedback, and recommendations about places and products to an engaged community of warm leads. Their ROI is incredible — influencer marketing has been proven to have 11 times the return on investment of traditional advertising. By tapping into the knowledge and community of an influencer, you can get a unique perspective that can speak for you, that you’d never be able to make yourself. Why did you create the Women in Travel Summit? We initially created WITS in 2014 after seeing how many women were building travel blogs. They were following trajectories similar to ours — realizing that by sharing their words and stories, they could carve out an impactful voice in the travel industry and create communities of readers that trusted them. The summit connects women

travel creators together to discuss emerging trends in the travel industry, to examine new developments in content creation and brand and community building, and to ask real questions about how to lift underrepresented voices in travel. It’s also a huge opportunity for industry members, destinations, and travel companies to meet and vet content creators to work with. Why have you been so focused on women creators specifically? The travel industry is dominated by women. Eighty percent of travel decisions are made by women. In a $7 trillion global tourism market, that’s a lot of dollars commanded by women. Yet when you look at senior leadership of these travel companies, it’s still extremely male and white, which doesn’t reflect the travel customer. Do you have any tips for the private sector to lean into this industry effectively? Make sure you understand what exactly you’re looking to achieve with

an influencer campaign or relationship, and the metrics that you’ll use to measure that achievement. What does success look like? Then make sure you have clear expectations and also trust when a creator pushes back. They know their own audience much better than you do and they’re inclined to tell you what will work. In travel, ROI can take time. It’s not common that someone will read an Instagram story and immediately book a ticket somewhere. Much like other forms of advertising, and especially in travel, there’s a long sales cycle, so focus your success metrics on reach and visibility rather than direct sales. Be thoughtful about who you work with. You’ll get the best ROI by working with a diverse range of content creators from different backgrounds and identities. They’ll also reach more communities and therefore more unique consumers than a more homogeneous group. Make diversity a priority and not only will your reach be greater, but your customers will notice and thank you for it. n

It’s no secret air travel is a major contributor to climate change, so here is how I’m holding myself and my business accountable. As a travel writer and tour operator, I’ve seen the harmful effects of climate change firsthand. I’ve watched the Dutch reinforce their dikes with massive storm surge barriers and the English

build floodgates on medieval streets where they never needed them before. There’s no denying that air travel is a significant contributor to climate change, and I’ve long been aware that my business, Rick Steves’ Europe, adds to the problem. So, at the expense of our profit, we imposed a creative “carbon tax” on ourselves.

THIS IS ONE IDEA EVERYONE WILL BE ON BOARD WITH.

PHOTO: COURTESY OF RICK STEVES

I Imposed a Carbon Tax on My Own Business

Scientists and development experts figure it takes about $30 of careful investment in environmental initiatives in the developing world to mitigate the carbon emissions created by one round-trip flight between the United States and Europe. My company takes about 30,000 people to Europe each year on our tours. That adds up to about

$900,000, but we’re rounding up so that we owe $1 million annually, which will be directly invested in climate-smart agriculture and forestry projects in developing countries, as well as legislative advocacy here in the United States. Some “flight shamers” would say that a better approach is to simply stay home. I disagree. I believe that travel is a powerful way to better understand and contribute to the world in which we live. Mitigation is part of the honest cost of getting to know our world firsthand. And now, at Rick Steves’ Europe, we’re paying our fair share. I hope other travel companies will steal this idea — or find other innovative ways to mitigate their impact on the environment. Together, we can ensure that future travelers will have the opportunity to experience the world. It’s simply the right thing to do. n Rick Steves, Guidebook Author and TV Host

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Reasons to Bring Meetings to Seattle In Seattle, one of America’s most influential cities, transformation is as vital to the cultural fabric as coffee. The progressive, DIY culture has made Seattle a birthplace for innovation, technology, music, and other creative passions. Read on for six reasons Seattle offers a prime culture for productive, inspired meetings. • The Summit building, a blockand-a-half from the existing Arch building, will add up to 248,450 square feet of total exhibit space at WSCC in Spring 2022. • Hotel inventory recently increased by 20 percent, augmenting an already outstanding hotel package. • Pike Place Market and the Space Needle both underwent renovations highlighting some of the most unique parts of the city. • Ranking No. 1 for tech and innovation (per CNBC), it’s home to the world’s two most valuable companies, Amazon and Microsoft, as well as 31 Fortune 500 R&D hubs. • Business Insider named Seattle the best U.S. city to launch a startup. • Seattle has the highest share of women-owned businesses in the country at 40 percent. Tom Norwalk, CEO, Visit Seattle

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The Organizations Bringing Travel Experiences Directly to the Business Traveler Business travelers rarely have time to visit their destinations, so these companies bring the destinations to them. The seasoned business traveler knows there is little downtime between packed schedules of networking events and meetings when on a work trip. Can organizers make things a little more interesting while hosting in an exciting destination? The answer is yes. Destination Management Companies (DMC) all over the world bring the location’s culture and history directly to attendees, no matter how short the break in schedule. Mila Nikolaeva, CIS, senior project manager at Tsar Events DMC & PCO in St. Petersburg, Russia, for example, demonstrates a traditional bread and salt ceremony for visitors. “This is a traditional sign of Russian hospitality which can be combined with the folklore trio performance,” says Nikolaeva. “It can be arranged at the airport, upon check-in at the hotel, before the meeting, lunch, or dinner. Not only is it a beautiful ceremony, but the meaning behind one of the oldest Russian traditions is quite symbolic — to welcome important guests with bread and salt, the signs of wealth and prosperity.” If you are not sure on

where to start or what types of local activities to bring in to your meeting, turning to a local DMC for support can result in a natural solution that gives your attendees an enhanced experience. “Our destination is known as the city of makers, so we’ve created authentic makers experiences including destination market-themed breaks and receptions,” says Denise Ker Waldron, president and CEO of Viva! Events in Portland, Oregon. “Attendees meet local makers while tasting and touching products like sipping vinegars, honey,

chocolate, and soap which are then made available for purchase at a pop-up shop.” Organizations like the Association of Destination Management Executives International (ADMEI) are great resources for organizers hoping to bring business travelers a little more in terms of experiences. Every city has something to explore, and business travelers should get to truly experience these destinations as well as tourists. n Liz Liebeskind, Director of Marketing and Communications, ADMEI MEDIAPLANET

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THE SUMMIT BUILDING, OPENING SPRING 2022 Welcome to a setting that blends city life with elements of our natural surroundings to create an environment that feels open and light. A place that will soon be home to uniquely local experiences, and awe-inspiring meeting spaces. Book your next event here or at Arch, our existing building on Pike Street. Learn more at visitseattle.org/conventioncenter