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.

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

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.

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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).

The Mammoth Mountain resort area 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.

“Our Southern California customers have made no secret of how much they’ve appreciated having such quick and easy access to this world-class recreation area,” said Dan Russo, Horizon’s vice president of marketing and communications. “Now, with Horizon Air’s expanded service, winter sports enthusiasts from Northern California and the Pacific Northwest will be able to enjoy the same convenience.”

The new service from Northern California and the Pacific Northwest is expected to introduce thousands of new visitors to Mammoth – many of whom would not have considered it for a winter vacation otherwise. Similarly, travelers from the town of Mammoth will gain an easier way to travel, with nonstop service to Los Angeles, Reno and San Jose, and direct (same-plane, one-stop) service to Seattle and Portland.

“The new and expanded routes on Horizon for next season put Mammoth within easy reach of thousands of skiers and snowboarders who love to play big in the mountains and have dreamed of visiting Mammoth for years,” said Howard Pickett, CMO of Mammoth Mountain. “Our guests loved the flights from Los Angeles last year and they asked us for even more flight options. With this expansion into Northern California, Reno and the Pacific Northwest, we are doing our best to deliver on that request.”

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 shown below 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).

Depart LAX    Arrive Mammoth    Frequency
8:40 a.m.       9:50 a.m.               Daily
2:40 p.m.       3:50 p.m.               Daily

Depart Mammoth    Arrive LAX    Frequency
12:50 p.m.              1:59 p.m.     Daily
5:50 p.m.                6:59 p.m.     Daily

Depart Seattle    Arrive Mammoth    Frequency
1:55 p.m.           5:20 p.m.*             Daily

Depart Mammoth    Arrive Seattle    Frequency
4:20 p.m.                7:50 p.m.*         Daily
* Stops in Reno

Depart Portland    Arrive Mammoth    Frequency
8:50 a.m.             12:20 p.m.*            Daily

Depart Mammoth    Arrive Portland    Frequency
10:20 a.m.              1:50 p.m.*           Daily
* Stops in San Jose

Depart Reno    Arrive Mammoth    Frequency
4:30 p.m.        5:20 p.m.               Daily

Depart Mammoth    Arrive Reno    Frequency
4:20 p.m.                5:10 p.m.    Daily

Depart San Jose    Arrive Mammoth    Frequency
11:25 a.m.           12:20 p.m.              Daily

Depart Mammoth    Arrive San Jose    Frequency
10:20 a.m.              11:15 a.m.           Daily

Well known for long seasons and plentiful snowfall, Mammoth Mountain is Southern California’s favorite mountain resort and is consistently ranked among the top ski resorts in the country by SKI Magazine. It currently hosts more than 1.1 million skiers per year, making it the third most visited mountain resort in the country, and boasts one of the most recognized terrain parks in the world. 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. More information is available at MammothMountain.com.

Horizon will operate all flights to Mammoth with 76-seat Bombardier Q400s. This high-speed, twin-engine turboprop is one of the most technologically advanced regional aircraft in the world. It’s as quiet and comfortable as a jet – thanks to special technology that suppresses noise and vibration, generously sized overhead storage bins, unobstructed under-seat space, and ample headroom (6 feet, 5 inches). The Q400 is also among the most environmentally friendly aircraft today, burning 30 percent to 40 percent less fuel and producing an equally lower amount of emissions (and 10 decibels less noise) than comparable jets.

See the story and pictoral here: http://tinyurl.com/Mammoth-Forbes-List

“We saw incredible demand for this product this April,” said Joani Lynch, Director of Communications for Mammoth Mountain.  “This is a good indicator for Mammoth next season. It shows people are still committed to investing in their recreation time and plan to spend more of it here,” continued Lynch.

Originally created in 1999 to provide the most affordable access possible to the slopes of Mammoth and June Mountains, resort operators began limiting the number of MVP passes it would sell in 2005. Since then, the pass has only been available to the individuals who purchased that season. Due to the changing economy and attrition in the program over the years, Mammoth announced it would open the pass sales up to any purchaser this season giving sales a boost. This limited quantity of passes were sold out in 23 days.

Mammoth froze pricing on the popular MVP (Mammoth Value Pass) for the 2009/2010 winter season.  Priced at $576 for adults, the MVP is valid for unlimited skiing and riding at both Mammoth and June Mountains the entire 2009/2010 season with no blackouts or restrictions. MVP holders receive other benefits throughout the season including, but not limited to, discounts on lodging, private events featuring early lift access on select days and the opportunity to get discount lift tickets for friends.

New MVP passholders get an added value by being able to use their pass now to enjoy the rest of Mammoth’s long season. The Ski Area plans to stay open through Memorial Day for skiing and riding if not longer, conditions permitting.

For more information on Mammoth, visit MammothMountain.com or call 800.MAMMOTH.

The deluxe 1,336-square-foot, three-bedroom, two-bath cabin at Tamarack Lodge sets a precedent for environmentally friendly building practices in pristine, resort locales.  “Constructing the Tamarack cabin to LEED Platinum standards is one of many important steps that Mammoth Mountain is taking to fulfill our commitment to the environment,” said Rusty Gregory, CEO, Mammoth Mountain.   “As one of only a dozen Platinum certified projects in California, we’re proud to be taking a leading role in what can be accomplished with sustainable building practices.”

A local collaboration between Mammoth Mountain, Mammoth Lakes’ Woodward Architecture and Boyer Construction, and Truckee’s BECx Engineering, the LEED cabin joins 34 other cabins at Tamarack Lodge and Resort. With stunning views of Twin Lakes, Tamarack Lodge has been named one of Condè Nast Traveler’s Top 50 Ski Hotels and one of Sunset Magazine’s Top 10 Lakeside Resorts.

The U.S. Green Building Council established the national environmental LEED rating system in 1993 to encourage the mainstream building industry to utilize sustainable practices. The U.S. Green Building Council bestows LEED ratings using a point system based on pre-specified features in categories such as innovation and design process, location and linkages, sustainable sites, water efficiency, energy and atmosphere, materials and resources, and indoor environmental quality.

Mammoth’s Tamarack cabin addresses all LEED categories and is home to a diverse number of “green” elements. Builders used materials and resources that are environmentally preferable and/or extracted, processed and manufactured within 500 miles of the site, including environmentally friendly hardwood flooring, recycled carpeting and decking material, local masonry rock and pest resistant siding, recycled and local drywall, energy efficient windows, local concrete aggregates and recycled fiberglass insulation.

With added insulation and thermal windows, the cabin features exceptional energy performance and exceeds California energy requirements by more than 37 percent. Complimenting the cabin’s energy efficiency is a compact hot water distribution system that allows hot water to reach the end user faster and a high performance fireplace that eliminates air leakages. The cabin also uses dual-flush toilets that average 33 percent less water than standard toilets.

Other “green” aspects of the home include enhanced outdoor air ventilation provided by an air-to-air heat exchanger that supplies the required 45 cubic feet per minute of fresh air, exhaust timers on bathroom exhaust fans, waste management practices such as trash documentation, and nearby access to a free shuttle.

Tamarack Lodge’s green cabin is available for vacation rental year-round.  For more information visit MammothMountain.com.

\”Hot Laps\” Video Teaser

The video, titled “Hot Laps”, will premiere on the opening weekend of the 2009/10 winter season.  Mammoth has teamed up with Snowboarder Magazine to distribute 100,000+ copies of “Hot Laps” for free to the public with the Superpark Issue of Snowboarder Magazine to be released in January 2010.

This time of year often triggers my Seasonal Confusion Disorder, which is currently collecting overtime While I love warm weather and the California sun, it’s hard to not get excited about everything going on this season: air service at Mammoth, the World Freeride Tour at Squaw Valley USA, and our friends at Moody’s opening their second restaurant, Baxter’s, which will be located in the Village at Northstar.

So Mother Nature, here’s a toast to you and good acquaintances the Snow Gods. We hope you’ll look kindly on all the ski resorts this season.