TTRA Webinar – W5 - Passion-Powered Marketing: Lessons from Visit Orlando’s Segmentation Journey

TTRA Partner Webinar – W5 - Passion-Powered Marketing: Lessons from Visit Orlando’s Segmentation Journey

Explore how Destination Marketing Organizations (DMOs) can harness segmentation research to better understand traveler motivations and behaviors, ultimately leading to more targeted and effective marketing strategies in this TTRA webinar.

Drawing on a recent case study on how Visit Orlando leveraged passion-driven segmentation to identify untapped visitor segments, we’ll walk through the research process, introduce the resulting traveler segments, and dive deep into one high-opportunity audience. Attendees will learn tips for activating segmentation across departments, discover how insights have been applied post-study, and leave with actionable ideas to ensure research leads to measurable impact. This presentation is ideal for marketers, strategists, and tourism professionals looking to elevate their outreach with data-driven precision.

🗓️ Date: Tuesday, October 21, 2025
🕒 Time: 1:00pm ET
🎤 Presenters: Maria Henson, Senior Director of Market Research & Insights, Visit Orlando
Amy Castelda, Partner, W5

PRESENTERS:

Maria Henson, Senior Director of Market Research & Insights, Visit Orlando

Maria Henson is a seasoned insights leader with a passion for turning data into strategy. As Sr. Director of Market Research & Insights at Visit Orlando, she drives destination-wide initiatives that shape tourism growth, visitor engagement, and local economic impact. Her expertise in market dynamics and consumer behavior helps inform strategic decisions that benefit both the travel industry and the broader Orlando community. Maria’s career spans leadership roles at SeaWorld Parks & Entertainment and Kantar, where she delivered actionable insights across travel, hospitality, and tech sectors. A frequent speaker and workshop facilitator, she’s also a dedicated mentor and board member with organizations like SETTRA and Women in Research (WIRe). Maria holds degrees in International Economics, International Business, and an MBA.

Amy Castelda, Partner,W5

Amy Castelda is a Partner at W5, a leading marketing research consultancy, where she helps organizations uncover the insights that drive growth, profitability, and brand strength. She is passionate about reframing how companies see their markets—transforming data into strategic clarity and helping clients discover business opportunities through a new lens. At W5, Amy has guided a wide range of clients across industries in areas such as brand development, product and message testing, segmentation, and long-term strategic tracking. Her ability to blend consumer understanding with marketing strategy makes her a trusted advisor to senior leaders navigating competitive and evolving landscapes. Beyond client work, Amy volunteers with Girls on the Run, fundraises for Baal Dan Charities, and is an active member of Women in Research (WIRe).

About W5

W5 is an independent, custom marketing research firm that helps brands and agencies answer the critical “who, what, when, where, and why” behind consumer behavior. By integrating qualitative, quantitative, and strategic methodologies, W5 uncovers human truths and transforms them into actionable business insights. Clients partner with W5 to innovate, strengthen brand equity, optimize campaigns, and drive growth with confidence—backed by research that is both rigorous and tailored to their needs.