Key takeaways from this opportunity include the USA Today Travel Deputy Managing Editor’s top ten travel trends of 2010:

1. Bargain Travel – travel deals are still expected

2. Health & Wellness Vacations

3. Culinary Travel

4. Adventure Travel – softer adventure key for families and Boomers (52% of Adventure Travelers are women)

5. Eco-Travel

6. Group Travel

7. Women-Only Travel

8. Cruising

9. Religious Travel & Pilgrimages

10. Volunteer Travel

Our job as PR practitioners is to make the media’s jobs easier, as newsrooms are constantly being re-purposed, often seeing a downsize in staff yet an upswing in outlets they must maintain. This results in less time spent on story exploration and more time spent on all the different platforms. Therefore, think like a journalist, know your outlets and create pitches that are newsworthy and current.

How is this accomplished? According to the panel, be consumer-oriented, think better, smarter, cheaper. Speak to interesting touch points such as a Kid’s Club, or freebies offered to guests, and not just the destination as a whole. Ask yourself before pitching, “Who Cares?” and “Why Now?” Talk to different departments within an outlet to find the best fit for your story, but always be transparent on who else you’re approaching when doing so. Be clear and concise, use hyperlinks in email pitches, and make sure the subject line is clear over clever, plus states the location of what you’re pitching, since geography plays a big part in piquing interest.

The panel also encouraged PR practitioners to forget the hard sell and instead demonstrate expertise, even if it means seeking out other possible competitors that are doing something similar. Think in longer trends, and make sure to do your math correctly when pitching, it’s the writers and editors that receive the backlash when you don’t.

Ms. Quintos relayed that editors are now seeing a “Return to Travel” this year, a welcome trend for all of us in the tourism industry.

Nokia http://www.nokia.com/press. What we like: “For Broadcasters” section – “Easy access to Nokia video & audio material, soundbites, broadcast quality clips and more.”

Seagate http://media.seagate.com/. What we like: Seagate Social (bottom right) – handy links to all social mediums that Seagate is on. Also like the links to the two blogs – for consumer and enterprise.

Google http://www.google.com/press/. What we like: the layout – there’s a clean left column for easy clicking to the resource or materials a journo is looking for. Also like the reviewers guides link for suggestions on how to assess products.

Red Lobster http://www.redlobster.com/press/. What we like: Story ideas! E.g.) Red Lobster’s Tips for pairing Wine with Seafood. Imagine the possibilities here.

Sony http://news.sel.sony.com/en/press_room. What we like: This is a big company with lots of products. Where to start? They overcome this by vertically organizing their press room. Also, they have a link to executive speeches. You can imagine easy access to public presentations, as well. Also like the “Add Sony as a Friend” with click ways to become a part of social channels.

Nike http://www.nikebiz.com/media/. What we like: very clean tabs for clicking through to what you need. Email or print option for releases. (Download in Word would be another to consider.)

Weymouth, Mass.,  – Wrapsol, LLC., today introduced Wrapsol Ultra, a patent-pending, first-ever line of adhesive films to include a shock absorption property that provides both drop and scratch protection for today’s most popular portable and mobile devices. Custom cut for the Apple iPhone and iPod lines, Blackberry and Motorola Droid handsets, the Sony PSP and several other devices, Wrapsol Ultra is twice as strong as simple scratch-proofing films and adheres in about a minute using no moisture, for nearly instant protection against damage from off-the-counter and out-of-pocket falls.

Unlike generic polyester-based films that only cover screens and tear easily, Wrapsol protects the entire device front to back with the a strong, flexible film that evolved  from paint and bumper protection in the automotive industry, including Formula One cars. The adhesive film technology used in Wrapsol Ultra goes further to provide a level of shock protection previously possible only with clunky cases.

Wrapsol Ultra protective films use a new dry application process making protecting mobile phones, MP3 players, netbooks, notebooks, digital cameras and portable gaming devices faster than ever before with a quick, three-step process: simply align the film, tack it down, smooth it on.  An air bubble-releasing adhesive that is unique to Wrapsol products ensures the smoothest application possible.

“Consumers invest a lot of time and money to select the right mobile phone, notebook computer or MP3 player that not only keeps them connected, but best fits their personal style,” said Lew Cohen, founder and president of Wrapsol. “Using our unique, patent-pending film, Wrapsol Ultra provides more thorough protection for mobile device than any other solution available today.”

Like the original Wrapsol, the Wrapsol Ultra films are optically clear and come cut precisely to the curves, buttons, slots and ports of individual devices for a perfect, contour hugging fit that includes corner, side and slide out protection that preserves the original design of the device.

Wrapsol Ultra protective film products are available for today’s most popular devices, including the Apple iPhone and iPod Touch, Motorola Droid, Blackberry handsets including the Blackberry Storm 9550, Blackberry Bold 9700 and Blackberry Tour, the Palm Pre Plus and the Sony PSP 3000 and PSP Go. For more information, visit www.wrapsol.com.

Wrapsol is as dedicated to protecting the environment as it is to protecting devices. For every Wrapsol scratch-proof protection system sold, the company makes a donation to Cool Earth, a non-profit organization that helps protect endangered rainforests world-wide. And in keeping with the three Rs—reduce, reuse and recycle—Wrapsol products come in recycled, reusable and 100% recyclable packaging and start at $24.99.

Wrapsol will be demonstrating their products at CTIA in Las Vegas next week at booth #6135.

About Wrapsol

Wrapsol LLC is a leading maker of protective adhesive solutions for today’s most popular consumer electronics devices and mobile phone handsets including the Apple iPhone and Google Nexus One handsets, Asus netbooks, the Amazon Kindle e-reader and the Sony PSP and Nintendo DSi gaming systems. Using patent-pending technology created by the inventors of protective films for paint and bumpers in the automotive industry, the Wrapsol and Wrapsol Ultra lines guard against dings, dents, cracks, scuffs and scratches with an optically clear film keeping devices like new. More information about Wrapsol and its product lines can be found at www.wrapsol.com.

MEDIA CONTACT:         Jill Mayer, Lyman Public Relations. 775-392-0575 or jill@lymanpr.com

###

Dating back to its genesis in 1894, Santa Catalina Island Company is now getting back to the original vision set forth by William Wrigley Jr. with the revitalization of Catalina Island.

“Santa Catalina Island has been a favorite getaway destination for generations of visitors since the late 1800s,” said Brad Wilson, for Santa Catalina Island Company. “But Catalina is not the same place you visited when you were a child, or even compared to two years ago. By maintaining its unique charm and character while at the same time adding distinctive amenities and activities, we’re in the midst of a rejuvenation that will appeal to past visitors while also drawing a new generation of families, adventure seekers, and people wanting a departure from the hurried pace of life on the mainland.”

Changes underway include:
A complete renovation of the 71-room, two-story Pavilion Hotel (formerly the Pavilion Lodge) just 14 steps from the beach. Its upscale design will make use of a huge garden courtyard area by creating private lanais for many rooms, inviting guests to enjoy indoor/outdoor relaxation. The hotel will also offer two luxury suites with breathtaking ocean views, an elegantly landscaped garden sitting area with fire pit, wine & cheese bar, indoor lounge & internet café, and open air ocean-view lounge area near the lobby.

Nestled in a private cove just past the famous Casino Building, the Descanso Beach Club will enjoy a complete transformation with new high-end amenities such as private cabana and chaise lounge rentals. The open-air restaurant will offer daytime and evening dining with fire rings on the beach, and two outdoor bars. Weekly music on the lawn and an expanded beach area will provide for ample enjoyment of the seaside location.

The Descanso Beach Club will also serve as the new activity headquarters, where guests can rent kayaks, stand-up paddle boards, snorkeling & scuba gear, as well as book massage and golf tee times, plus all Discovery Tours. The Beach Club will be the staging area for the new Zip Line Eco Tour and Sea Trek Adventures.

The Avalon Grille will be a new American pub-style restaurant with central bar, on the waterfront in the center of town across from the Green Pleasure Pier. High, open architecture and indoor/outdoor patio seating will seamlessly blend to create an al fresco atmosphere no matter where seated. The menu will include appetizers and entrées paired with a world-class selection of wines, microbrews and cocktails.

Beginning almost 600 feet above Avalon, the new Zip Line Eco Tour will provide a way to see and experience Catalina like never before. The nearly 4,000-foot zip line comprises five separate zips across Descanso Canyon and ends by the seashore at Descanso Beach, with speeds reaching 45 miles per hour and heights of more than 300 feet. Each zip ends at a specially designed platform with spectacular views of the surrounding Island interior and ocean. Platforms will have special interpretative signage highlighting the unique flora and fauna of the island.

Where the Zip Line Eco Tour provides a view of Catalina from above, The Sea Trek Undersea Adventure and Snuba will provide a glimpse from below (no prior diving experience is necessary). Beneath the waves participants may find themselves surrounded by teeming schools of mackerel or anchovies; observe sea lions or a solitary bat ray gliding through the blue water; or even catch a glimpse of an octopus or California Lobster hiding among the rocks.

The GPS Ranger Walking Tour, which meanders through the streets of Avalon, offers visitors their own personal high-tech guide to experience the sights at their own pace. The GPS-enabled multimedia units will lead the way, pointing out landmarks and historical points of interest using audio, video and photos. The tour will accommodate up to six people per unit, and guests will have ample time to complete the tour.

The new Catalina will include these attractions as well as the large array of recreation that has lured generations of visitors to the island, including beach hopping, buffalo safaris, hiking, bicycling, kayaking, wildlife viewing and even walking across the stage in the renowned Catalina Casino where Benny Goodman played before thousands of adoring fans.

For more information, visit www.visitcatalinaisland.com.

Following is an article on this very topic that appeared in today’s Wall Street Journal, and sheds more light on the current – and hopefully temporary – trend away from “luxury” language.

Don’t Use the R-Word: Hotels Find Trick to Business Bookings

by Kris Hudson

To attract business conferences in these tough times, some luxury resort hotels have resorted to a sort of strategy of last resort: They’re dropping the very word “resort” from their names.

The Ballantyne Resort in Charlotte, N.C., changed its name during the summer to the Ballantyne Hotel & Lodge after several corporate clients indicated it would have a better chance of landing their business if it weren’t called a resort. Same for the Westin Stonebriar near Dallas, formerly the Westin Stonebriar Hotel & Resort. Ditto the Renaissance Orlando at Sea World, no longer the Renaissance Orlando Resort at Sea World.

Other than the name-dropping, little else has changed. The bedsheets at the Ballantyne remain Egyptian cotton, and guests still can book an appointment at the spa. Guests at the Westin Stonebriar still can get a tee time for the property’s Tom Fazio-designed golf course. And those at the Loews Lake Las Vegas—a resort no more—aren’t deprived of the property’s “white-sand beach” on the lake nor master sushi chef Osamu “Fuji” Fujita’s culinary creations.

“It doesn’t change who we are,” Renaissance Orlando sales director Gary Dybul said. “But there’s no reason to put roadblocks in the way” of landing conferences.

That such trivial compromises are needed to salvage business is a sign of the times for luxury hotels and resorts. The industry is in the throes of its worst downturn since the Great Depression, with occupancy at historic lows and many properties facing foreclosure. Resorts must also contend with public backlash against the conferences they host.

The resort stigma was stoked by widespread outcry late in 2008 about a $400,000 sales retreat that American International Group Inc. planned to host at the St. Regis Monarch Beach resort in Dana Point, Calif. Facing scorching criticism, AIG, the recipient of $180 billion in taxpayer assistance, canceled the event. The 400-room St. Regis couldn’t recover from the bad publicity and was foreclosed upon by one of its lenders, Citigroup Inc.

Hoteliers call the resulting fallout the AIG effect. Politicians railed against companies—especially those that got federal aid—meeting at resorts in live-it-up locales like Las Vegas. In turn, companies and government agencies revised travel policies to discourage, if not prohibit, resort stays. Particularly sensitive to the backlash were financial companies, government agencies and medical companies—those that do business with the government or have millions of customers to answer to.

Read the rest of the article here

Read about the details in this Wall Street Journal article: Late Flurry of Ad Dollars Fans Recovery Hopes – WSJ.com.

(December 17, 2009) – HEALDSBURG, California – TastingRoom Inc., today unveiled an unprecedented industry decanting and wine sampling innovation to give wineries the ability to offer authentic, sample-sized tastes of their bottled wines from perfectly-preserved, small (50ml) glass bottles and tasting kits. TastingRoom™ creates these unique tasting samples via its new, patent-pending T.A.S.T.E. Technology™ (Total Anaerobic Sample Transfer Environment), to deliver wineries sampling formats for direct-to-trade and direct-to-consumer sales and marketing efforts. The innovative decanting and packaging technique preserves the integrity of the wine, enabling wineries to deliver a “perfect pour” and allowing customers to taste and experience wines as if they were sitting at the tasting room bar.  Seghesio Vineyards is the first to ship the new packaged tasting kits with other premium brand wineries announcing soon.

While a “try and buy” sampling technique has been a mainstay of the winery business through tasting rooms and distribution sample efforts, never before have wineries been able to distribute smaller wine samples that duplicate the taste of a larger, finished bottle.

In addition to ensuring preservation of taste, TastingRoom’s high-quality packaged six-pack (or tasting flight) is an easy and lower cost way to reach and expose customers and distribution channels to wines.

T.A.S.T.E. Technology: Perfectly Preserved Mini Wine Samples

TastingRoom worked for more than a year to develop the T.A.S.T.E. Technology, alongside notable industry partners, top Napa and Sonoma wineries, academic enology scientists and Tragon Corporation, the world’s leading sensory evaluation company.

Using T.A.S.T.E. Technology, wine is transferred directly from larger bottles into its new smaller formats in a sealed, zero-oxygen chamber. The cutting-edge production facility and equipment was designed from the ground up to be a high-volume, commercial solution. A focus on wine quality drives every step of the transfer and testing process, so that wineries can be assured that the samples are a true representation of their wine.

“I know firsthand that wineries and winemakers pour their heart and soul into their wine,” said Tim Bucher, founder of TastingRoom, Inc. and inventor of T.A.S.T.E. Technology™, (and also a technology and food & beverage veteran). “Everything we’re doing on the production side is focused on 100% quality delivery making sure that a winery can be as proud of the 50ml samples as they are of their original-sized bottles.”

“The test results speak for themselves,” claims Jane Robichaud, Vice President of Sensory and Consumer Insights at Tragon Corporation. “TastingRoom, Inc. has created an advanced technology that has shown it faithfully represents the source wine. Their oxygen-free, end-to-end production environment is a significant accomplishment in wine bottling.”

Seghesio Vineyards Ships the Industry’s First Sample Kits Using T.A.S.T.E. Technology™

Seghesio Vineyards is the first winery to work with TastingRoom and their T.A.S.T.E. Technology to decant, package and ship packaged tasting kits of their top wines and upcoming varietal releases. The first packages were delivered to a select group of their customers and featured the 2007 Cortina Zinfandel, 2007 San Lorenzo Zinfandel, 2007 Old Vine Zinfandel, 2006 Omaggio, 2005 San Lorenzo Petite Syrah and the 2004 Aglianico. These tasting kits are also being shipped through the wholesale channel to facilitate wine presentations to top retail and restaurant accounts.

“This is something my family and I believe will be revolutionary for the wine industry,” said E. Peter Seghesio, CEO and winegrower, Seghesio Vineyards.  “We’re excited to be the first winery to bring our tasting room experience directly to our customers, as well as to be able to work with our distribution partners across the county to deliver new releases to top restaurant and retail buyers nationwide. With so many wineries making account calls to the trade, the luxury of giving top buyers the opportunity to taste our wines in a kit form at a time that’s most convenient to them is a great advantage. The marketing and sales uses and possibilities for this type of product offering are endless.”

TastingRoom, Inc. is based in Sonoma County, with offices in Silicon Valley, Napa Valley and Paso Robles. For more information on Tasting Room, Inc. or T.A.S.T.E. technology, email info@tastingroom.com.

MAMMOTH LAKES, Calif. — Horizon Air’s winter service to Mammoth Mountain resumes this Thursday, December 17, carrying skiers and boarders from Los Angeles, Portland, San Jose, Reno and Seattle to a ski resort that is already reaping the rewards of an El Niño winter with a base of 3 to 6 feet and more on the way. The flights mark the beginning of regular air service to Mammoth throughout the snow season.

Travelers can enjoy two daily nonstop flights from Los Angeles as well as daily nonstop service from San Jose and Reno and direct (same-plane, one-stop) service from Seattle and Portland. Flights will continue through April 11, 2010.

“We have been eagerly anticipating the expanded number of Horizon Air flights to our area,” said Rusty Gregory, CEO of Mammoth Mountain. “With El Niño expected to provide one of the best snow seasons ever, the timing couldn’t be better.”

Mammoth Mountain is just 15 minutes from the Mammoth Lakes Yosemite airport. During last year’s inaugural season of service, thousands of Southern Californians took advantage of Horizon’s 70-minute flight from Los Angeles instead of enduring five hours or more of driving.

Horizon is offering special low fares for flights on select days between Mammoth and each city. Fares start at $49 each way from Reno, $69 from San Jose or Los Angeles, $144 from Portland, and $149 from Seattle.

The Mammoth winter season flight schedule will run from Dec. 17, 2009, through April 11, 2010, and is available for sale now at www.horizonair.com or by calling 800-547-9308 (TTY at 800-682-2221).

Mountain to Hit Full Operation With 5 to 8 Foot Snow Base

Recent storms dropped more than three feet of snow on the mountain, with more on the way, ensuring some of the best ski and snowboard conditions in the country. The entire resort will be in full operation for the holidays, including the opening of the new Village Ski Back Trail.

Well known for long seasons and plentiful snowfall, Mammoth Mountain is California’s favorite mountain resort and is consistently ranked among the top ski resorts in the country by SKI Magazine. Other winter activities around Mammoth include cross-country skiing, ice skating, snowmobiling, dog sledding and dipping into the hot springs. Mammoth Mountain Ski Area owns and operates a variety of resort businesses, including recreation, hospitality, real estate development, food and beverage, and retail. For more information on Mammoth, or to purchase vacation packages including transportation, lodging and lift tickets, visit MammothMountain.com or call 800-MAMMOTH.

####

Mammoth Mountain Ski Area is the leading four-season mountain resort in California. With 1.2 million annual skier visits, Mammoth Mountain is currently the third most frequented ski resort in the United States. The company owns and operates a variety of resort businesses including recreation, hospitality, real estate development, food and beverage and retail. Specific businesses owned and operated by Mammoth Mountain include Mammoth Mountain Ski Area, June Mountain, Tamarack Lodge and Resort, Mammoth Snowmobile Adventures, Mammoth Mountain Bike Park and the Mammoth Mountain Inn. Mammoth Mountain also operates Juniper Springs Resort, the Village Lodge and Sierra Star Golf Course in Mammoth Lakes, California. For more information on Mammoth Mountain, visit MammothMountain.com or call 800.MAMMOTH.

Horizon serves 48 cities throughout Arizona, California, Oregon, Washington, Idaho, Montana, Nevada, Baja California Sur (Mexico), and British Columbia and Alberta (Canada). Together, Horizon Air and Alaska Airlines serve more than 90 cities and are subsidiaries of Alaska Air Group, Inc. (NYSE:ALK).

New York, NY and San Francisco, CA – December 1, 2009 – EPX^TM, the next generation premium entertainment service from Viacom, Paramount Pictures, Lionsgate and MGM, has launched the first true Social TV platform that makes TV viewing highly interactive at its website www.EpixHD.com. EPIX developed the platform in partnership with ClipSync, using their technology to deliver the first social viewing experience of feature-length films to its subscribers.  EPIX’s use of ClipSync’s Social TV platform delivers interactive features to create a new movie viewing experience in a more engaged, shared and fun environment.

Read the full release

What does this mean for businesses delving into social media? First, consumers appear more willing to engage with companies online, which presents a considerable opportunity for direct communication. However, of concern is the third data point that shows 20% of Internet users are also more willing to lash out at a brand.

This neatly wraps up both the considerable opportunities and pitfalls of social media for businesses, and should be taken into consideration before jumping into the game.