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Behind every strong strategy is a solid foundation of data and insight. This roundtable, led by U.S. Travel’s Joshua Friedlander, invites tourism professionals to dig into the role of research in guiding destination growth. From identifying traveler trends to informing big-picture planning, explore how smart data leads to better decisions and stronger outcomes.

To foster more focused, meaningful conversation, registration is capped at 60 participants.

Advance RSVP required through your personalized schedule.

Sign Up Here.

Look Sharp. Be You. Refresh Your Headshot!

Make a lasting impression, both online and in person. Stop by the headshot lounge at the top of the escalators during ESTO to receive a complimentary professional headshot, courtesy of Travelzoo.

Whether you are updating your LinkedIn profile, refreshing your company bio, or simply looking for a high-quality, professional photo, our onsite photographer will help you look your best while capturing your authenticity.

It’s quick, seamless, and a great reason to learn more about how Travelzoo supports professionals like you.

Get ready for fast, focused insights in the Solutions Hub—a series of rapid-fire, 15-minute presentations built to deliver real solutions to real challenges. 

Adara: The Intersection of TV Viewership & Travel Intent

Visit Milwaukee wanted to measure actual visitation from hosting a major TV show and Visit Indy wanted to maximize the Caitlin Clark effect. Adara helped them both by combining the power of travel data and TV viewership. Join us as we dive into measurement surrounding Top Chef being filmed in Milwaukee in 2024, including top origin markets for those who watched the show, and Indy’s latest marketing efforts to WNBA game watchers. Bonus: Find out how these approaches can help destinations leverage the Mega Decade of Sports, too!

Expedia: More than a Game: How Sports Travel is Creating New Opportunities for Destinations

Sports tourism now accounts for 10% of global tourism spend – and that figure is expected to grow exponentially. From FIFA Club World Cup to F1 racing, and a whole host of other major tournaments happening in the coming months, tourism players are primed to generate greater value and revenue opportunities. This session dives into how sports fans – especially Gen Z and millennial travelers – are reshaping demand patterns, loyalty behaviors and destination choices.  We’ll highlight how destinations can move beyond traditional travel marketing strategies to reach high-value travelers through targeted advertising and engaging content that captures sports-mad fans. Drawing from Expedia Group’s latest global research, we’ll share actionable insights and how to leverage Expedia Group’s travel media network to create end-to-end campaigns that reach travelers wherever they are, whatever the game.   

SPIRRA.io: Beyond Demographics: Using Influencer Intelligence to Discover Your Hidden High-Value Visitors

Most DMOs rely on traditional broad demographic data that miss emerging and high-value segments. This talk reveals how analyzing influencer audiences provides real-time insights into who actually wants to visit your destination. Using SPIRRA's AI-powered audience intelligence, we'll show how destinations can discover unexpected visitor segments—like "outdoor wellness travelers" or "cultural food explorers"—by examining the followers of relevant influencers. Attendees will learn to use influencer data as a discovery tool for audience insights, identify which content themes attract longer-staying/higher-spending visitors, and uncover niche markets that competitors are missing. Case studies will demonstrate how destinations found their most profitable visitor segments hidden in plain sight within influencer communities.

Tiki: From Monologue to Dialogue - The AI-Powered Future of Destination Advertising

Traveler expectations are shifting—from passive inspiration to active, real-time engagement. This session explores how AI is transforming destination advertising from static messages into dynamic conversations. Learn how DMOs can harness conversational media to guide, inform, and inspire visitors at every stage of the journey.

Tripadvisor: Tripadvisor Trendcast 2025

The future of travel just landed.  We dug deep into millions of reviews, bookings, and convos on Tripadvisor to uncover the micro-trends and massive cultural swings that are rewriting the ways we go.  Our first-ever Trendcast captures it all—it’s the ultimate pulse check on where travelers are now and what’ll be driving them forward for years to come.

Ellen Davis sets the tone with a powerful snapshot of where the industry stands. This fast-paced, high-impact address covers major industry trends, policy priorities, and key forces reshaping the travel landscape, providing strategic grounding for the conversations to follow.

Pre-Registration Required

Join us for a relaxing and rejuvenating experience on August 18th where you’ll flow through a gentle yoga session that emphasizes connecting with the body, breath, and mind, encouraging physical, mental, and emotional well-being. Each participant will be provided with water, a towel, and a yoga mat. Comfortable attire recommended.

Advance RSVP required through your personalized schedule.

Pre-Registration Required

Immerse yourself in the soothing vibrations of our sound healing led by our local sound healer. This experience combines ancient healing techniques with the harmonious sounds of crystal bowls and other therapeutic instruments. End your session with a guided meditation, taking you to a grounded and relaxed mental state allowing you to conquer your week with a heightened sense of clarity and peace. Each participant will be provided with water, a towel, and a yoga mat. Comfortable attire recommended.

Advance RSVP required through your personalized schedule.

The Artificial Intelligence (AI) Playground at U.S. Travel’s ESTO 2025 will equip destination marketers with the knowledge, confidence, and tools to embrace AI as a transformative force in travel marketing and destination promotion. This interactive activation space will blend education, hands-on exploration, and real-world applications to help DMOs understand how AI works—and more importantly, how they can leverage it to elevate their strategies and drive impact for their destinations.  

Put your skills to the test at the Cadent Claw Machine—where machine precision meets human finesse—for a chance to win an Amazon gift card. Prefer to leave it to luck? Enter our raffle to win a pair of Meta glasses.

While you're there, connect with the Cadent team to learn how we're redefining standards in travel & tourism advertising. We look forward to seeing you!