Rapid Fire with Geoff Freeman of USTA

As we look forward to The Phocuswright Conference, PhocusWire is highlighting a number of conference speakers in a series of Q&As.

In San Diego on November 20, Geoff Freeman, president and CEO of the U.S. Travel Association (USTA), will sit down for an executive interview discussing changing perceptions of the U.S. as a destination.

Below, Freeman discusses what he's working on, what he would change in the travel industry, how he uses artificial intelligence (AI) and more.

Do you believe the travel industry is innovative?

Innovative is an understatement. Travel is an industry tested time and time again: After 9/11, we built TSA; COVID-19 forced us to reinvent overnight; and today, we’re leading with breakthroughs like One Stop Security and biometric travel—creating seamless, tech-enabled journeys that are redefining how people move.

This industry does not sit still. We adapt and we lead.

If you could change one thing about the industry overnight, what would it be?

It’s not the industry that needs changing—it’s the perception. Travel is essential to America’s economy, our workforce and the dozens of other industries that rely on it. We’re talking about one in 10 American jobs, a $2.9 trillion economic footprint and $1.3 trillion in annual spending. This is not an industry to sideline—and the USTA is making sure policymakers treat it like the priority it is.

What are you currently working on that excites you?

What excites me is the chance we have right now to shape the future of travel.

We’re zeroed in on the big priorities—modernizing air traffic control, securing more customs officers, expanding the Visa Waiver Program, pushing TSA reforms—and ignoring distractions that don’t move the needle. On many of these issues, our priorities align with the administration’s, which gives us real room to be bold. On others, they don’t—and that’s where strategy matters most. We’re moving quickly but carefully, engaging the right voices and using the right pressure points to deliver results. That mix of opportunity and challenge is what makes this such an exciting moment.

How do you wish you could use AI in the future?

AI can help us reimagine the travel experience by improving the systems and technology we already have. Picture TSA lines that adapt in real time to passenger volumes or customs officers deployed where bottlenecks are about to form. Just as important, AI creates the ability to personalize the journey—tailoring information, recommendations and even security or check-in processes to each traveler.

What excites you most about being a part of The Phocuswright Conference?

The conversations and topics planned for Phocuswright are exactly the ones our industry needs right now. AI and new technology are reshaping how people book, plan and move through the travel experience—and the winners will be those who innovate and meet rising consumer expectations. We’re already seeing it with personalization, biometrics and seamless check-ins. I’m looking forward to being part of that dialogue at a pivotal moment for the industry.