Arnie Weissmann:

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Richard Turen:

IN OTHER NEWS:
Marriott to acquire Gaylord Hotels 6

Trafalgar focuses on social media 8

Royal ups its China market ante 11

Bou we h

www.travelweekly.com

THE NATIONAL NEWSPAPER OF THE TRAVEL INDUSTRY
JUNE 4, 2012

JAPAN:

Deferred destination

[ CASH CONTRIBUTION BASE EXCEEDED ]
Brand USA still
requires $20M
in in-kind gifts
for fed’s match

By Michelle Baran

T W PHO TO B Y JOHANNA JAINCHILL

Long saddled with language barriers and a rap for being expensive, the Land of the Rising Sun is striving to be more visitor-friendly.

As Brand USA continues its fundraising efforts, the country’s new national tourism campaign still needs to find $20 million in in-kind investments by Sept. 30 to qualify for up to $100 million in matching federal funding.

What’s more, those matching dollars are being challenged as part of heated government spending debates in an unusually contentious election year.

To date, Brand USA has enlisted 300 partners who have provided cash or in-kind contributions at various levels, according to Brand USA’s CEO, Jim Evans.

A group of founding Brand USA partners,

PAGE 18
BY JOHANNA JAINCHILL
[ FIRST OTA — AND HOME OF THE GNOME — EXPANDS ITS FOCUS BEYOND AIR ]
Travelocity fights to regain market share
The country’s first national
tourism campaign has
enlisted 300 partners from
throughout the industry.
By Johanna Jainchill
As Myspace and Friendster can
readily attest, being the first at
something in the online space does
not guarantee market dominance.

Travelocity, when it emerged from Sabre in 1996, pioneered the online travel agency (OTA) space. But in the 16 years since, it has fallen sharply behind its competitors in terms of online traffic. Presumably, it has also fallen behind in revenue, though as one of the four major OTAs that is not public, it does not disclose its financial results.

Despite the deterioration of is market
share, Travelocity’s leaders, along with sev-
eral industry analysts, say the OTA is on an
upward trajectory under the leadership of
CEO Carl Sparks, who recently celebrated
his first anniversary on the job.

See BRAND USA on Page 44

including Walt Disney Co., Marriott Corp., Best Western International, Visit Florida, Universal Orlando, Visit California and NYC & Company, each made cash or in-kind contributions valued at $1 million.

Beyond those founding partners, Brand USA would not disclose the size of contributions from other entities. But examples of some of the other contributors include attraction marketing companies like CityPass, travel brands such as Starwood Hotels and Resorts and destination marketing organizations and convention and visitors bureaus, including those for Las Vegas, Pennsylvania, Philadelphia, Minnesota and Alaska.