Suzanne D. Cook, Ph.D.
Senior Advisor, U.S. Travel Association
President, Suzanne Cook Consulting, LLC
For more than three decades, Suzanne served as the Senior Vice President of Research for the U.S. Travel Association, providing economic and marketing research and analysis to benefit its members and support industry efforts involving advocacy and promotion. The comprehensive program she developed and directed includes the Travel Economic Impact Model, the only national model which provides consistent and comparable estimates of both domestic and international travel's economic impact at the national, state, and local levels. She was also instrumental in the creation of several consumer research programs designed to monitor the size, characteristics and growth of existing and emerging travel markets on an ongoing basis, such as TravelHorizons™, a quarterly, forward-looking survey conducted in conjunction with the Ypartnership. She was also the principle architect of travelgreen.org, the primary source for information on sustainability efforts within the travel community, and some of our industry’s best efforts, developed in partnership with American Express.
Suzanne now serves as Senior Advisor to the association. In this capacity, she is the author of the monthly e-newsletter U.S. Travel Outlook, which monitors ongoing travel industry performance; synthesizes relevant economic, social and consumer trends that can affect travel; and provides regular forecasts and qualitative analysis about the future of U.S. travel. She also serves as General Manager of U.S. Travel’s Marketing Outlook Forum, the industry’s leading strategic forecasting conference, is a frequent speaker at industry conferences and provides advice to the association on research and strategic initiatives. She is also President of Suzanne Cook Consulting, LLC, offering research, strategic planning and presentation services to destinations and corporations within the travel industry.
Prior to joining the U.S. Travel Association, Suzanne held the position of Senior Project Director for the Arbitron Company, a major broadcasting research firm. She is an adjunct faculty member at The George Washington University, where she received her Doctor of Philosophy degree in Social Psychology, and has taught graduate level courses in research methods and statistics in Washington, D.C., abroad, and online. She also served as President and Chairman of the Board of the International Travel and Tourism Research Association (TTRA).
Travel Agent Magazine named Suzanne as one of the 200 most powerful women in the travel industry. She is the recipient of TTRA’s highest and most prestigious award, The Lifetime Achievement Award, as well as the Access to Freedom Award given by the Society for Accessible Travel & Hospitality.