As the national organization representing all components of the $1.5 trillion travel industry, the U.S. Travel Association (USTA) and its 1,100+ members are the leading force focused on growing, sustaining and protecting the right to travel.
Renewal rates were dropping for USTA’s small and mid-sized company members, categories that represented 80 percent of total membership. Anecdotal information indicated these companies were no longer seeing value from dues or the discounted registration they received to the annual tradeshow. USTA wanted to dig deeper to understand why.
MYB conducted a comprehensive membership needs assessment, with a focus on those small to mid-sized members. Our interviews and survey uncovered specific perceptions and unmet needs of these groups, including the need for more local networking opportunities and programming around specific marketplace trends. MYB developed recommendations for new regional programming and engagement strategies, and specific and customizable research reporting that would uniquely address the business needs of more of their members.
USTA successfully rolled out the MYB strategy as well as an ongoing process for collecting feedback on member needs and wants. MYB continues to work with USTA on member research.