Audience Insights Strengthen Policy Advocacy

A powerful policy narrative helps position the travel industry as a top priority for policymakers

Travel plays a critical role in American life. It connects families, supports businesses, and fuels much of the economy. Many of the systems that make travel possible—from airports and roadways to security infrastructure—depend on public policy.

Leaders at the U.S. Travel Association wanted to build stronger support for the industry’s priorities among policymakers and influencers. Industry leaders believed policymakers saw travel as “fun” or frivolous—important for tourism and leisure, but not a serious policy priority.

The research revealed a surprising reality: Research participants already believed that travel was actually essential. Policymakers simply didn’t see travel as a policy issue—and they didn’t see themselves as responsible for improving the system.

Narrative Framework

A new policy narrative told a more compelling story about the travel industry—as a national ecosystem that connects people, powers the economy, and strengthens America’s competitiveness.

In a survey of high-income, politically engaged voters in the D.C. region, exposure to the narrative led to a 13-point increase in the share of respondents who said investing in the travel industry should be a top priority.

For the travel industry, the work created a shared language for advocacy across sectors, including airlines, hotels, parks, and city tourism organizations—and a clearer way to explain why policy matters.

Interested in creating a shared narrative for your issue? We’d love to talk with you! info@hattaway.com