Davis to lead operational strategy and industry engagement
The U.S. Travel Association has promoted Ellen Davis to Chief Operating Officer and Executive Vice President, a move that significantly expands her responsibilities as the organization strengthens its operational strategy and industry engagement efforts.
The leadership announcement reflects the association’s broader push to enhance operational performance and deepen collaboration across the U.S. travel and tourism sector. As one of the most influential industry bodies in the country, the U.S. Travel Association represents a wide network of travel companies, destinations, and hospitality stakeholders.
Expanded Role in Operational Leadership
According to the association, Davis will now oversee the organization’s operational strategy, performance management, and long-term organizational growth. In addition to these expanded duties, she will continue leading key strategic functions including membership, industry engagement, and events, ensuring these initiatives remain closely aligned with the organization’s broader policy and advocacy priorities.
The appointment is part of an effort to strengthen internal leadership as the travel sector continues to rebuild momentum and adapt to shifting global travel trends.
Strong Industry Experience
Before joining the U.S. Travel Association, Davis held senior leadership roles at major industry groups including the National Retail Federation and the Consumer Brands Association. In those positions, she played a key role in expanding membership networks and driving revenue growth, helping organizations strengthen their influence within their respective industries.
Her experience in building strategic partnerships and developing membership-driven growth models has been seen as particularly valuable for trade associations representing diverse industry stakeholders.
Driving Growth Since Joining U.S. Travel
Davis joined the U.S. Travel Association in 2023 as Executive Vice President of Business Strategy and Industry Engagement, a role in which she quickly made an impact on the organization’s structure and performance.
During her tenure, she introduced a new membership model, expanded the association’s event portfolio, and developed stronger industry networks. She also led an internal operational restructuring, which the association says contributed to a 37 percent increase in revenue.
These initiatives have helped strengthen the association’s engagement with industry members and reinforced its role as a leading advocate for the U.S. travel sector.
Leadership Endorsement
Announcing the promotion, Geoff Freeman, President and CEO of the U.S. Travel Association, praised Davis for her leadership and the impact she has made since joining the organization.
“Ellen has been an exceptional leader since joining U.S. Travel, and this promotion reflects the impact she has had on our organization and industry,” Freeman said. “Her ability to unite key stakeholders, strengthen our member value proposition, and drive meaningful growth makes her promotion to this expanded role a natural step as we pursue greater value for U.S. Travel and our industry.”
Strengthening the Travel Industry’s Voice
The promotion comes at a critical time for the U.S. travel sector as industry leaders work to strengthen advocacy, improve traveler experiences, and support long-term tourism growth.
By elevating Davis to the COO role, the U.S. Travel Association aims to further align its operational strategy with the evolving needs of its members and reinforce its leadership role in shaping the future of travel in the United States.
