Page 5 - US Travel Association Membership Marketing Plan
P. 5
Situational Analysis
Current State:
Evaluate existing member demographics, membership benefits, retention,
and acquisition rates.
Membership Actual Revenue by FY via Guidestar 990s:
2020: membership revenue: 11,411,642
2021: membership revenue: 10,554,170 - 8% decline compared to FY20
2022: 12,845,037 - 22% growth compared to FY21
*2023 Revenue unknown
Member Landscape: Five Levels of Membership Categories: 1122
Organizational Members retrieved from the online member directory
Chairman’s Circle (highest dues-paying members)- 148
Board Circle - 53
Association Board Circle (Associations only) - 13
Sustaining - 36
Pillar - 872
Market Trends: Analyze industry trends such as post-COVID recovery,
sustainable travel, and advancements in travel technology.
Competitors: Identify other associations and organizations in the travel
industry that may pose competition.
