• by Ken Liebeskind , January 30, 2002

Travel industry marketing executives met in New York today for the Hospitality Sales & Marketing Association's Marketing Strategy Conference. The theme of the show was how the industry can rebound from Sept. 11.

"We wondered for our survival," said keynote speaker Bonnie Reitz, senior VP of sales and marketing for Continental Airlines, which lost 20% of its business after 9/11 and was forced to lay off 12,000 employees.

"We had to let customers know it was safe to travel," she said, explaining the company held 140 customer events to inform corporate customers about safety and security.

Advertising will play a role in delivering the message, too, she said. New print ads with customer focused as opposed to deal messages are being used. Reitz also said Continental will use more TV in New York City, its main hub, primarily on sports and news shows, which she called the company's niche. Outdoor and direct mail will also be used.

"As the market builds, we'll do more," she said, indicating the company isn't spending heavily on advertising now, but will increase it once the rebound accelerates.