Laura Mandala is Managing Director of Mandala Research, LLC, a firm that conducts studies for Fortune 500 companies, non-profit organizations, and government agencies. She is a former Vice President of Partnership Research with the former Travel Industry Association of America (TIA). She led the organization’s efforts in providing diverse research products and services, meeting the needs of all sectors of membership. Earlier in her career, she was a researcher and analyst for a wide range of employers like MCI Telecommunications and DDB Needham, where she worked on brands such as Sears, Frito Lay, and Anheuser-Busch. Laura founded Mandala Research more than a decade ago and has become known for her insight and ability to provide diverse research products and services to serve her clients’ needs.  

While at TIA (now U.S. Travel Association), Laura became known for her expertise and work in niche travel markets. She helped research topics like the economic value of the gay and lesbian market; the size and impact of wine and culinary tourism in the United States; the role of shoppers as an economic driver; and the importance of attractions visitors to an area’s economy. She continues that work now, with partners like the U.S. Cultural & Heritage Tourism Marketing Council, and helps clients develop strategies and programs that reflect the changing marketplace and the niche segments within.

Laura has extensive expertise in brand tracking, brand equity, and brand identity research. Shehas designed and managed more than 50 studies for Marriott International and was instrumental in developing the company’s first global brand tracking and brand equity programs. Additional studies under her management have included global product and service preferences, portfolio analysis, loyalty program membership, suite design and decor, and website usability. Additional clients include the U.S. Chamber of Commerce; Airlines Reporting Corporation; the University of Florida’s Center for Tourism Research and Development; and numerous destinations. Laura also brings experience in international research, having designed and managed several multi-country brand equity and consumer tracking studies in China, the UK, Germany, Australia, Mexico, and Argentina.

She currently teaches Consumer Behavior at George Washington University, Department of Tourism and Hospitality Management. Other teaching appointments include Adjunct Professor at McDonough School of Business, Georgetown University; Senior Teaching Fellow, Northwestern University; Lecturer, Cornell School of Hotel Administration; and Adjunct Professor, Columbia College. Laura also presents numerous conference papers and presentations each year.

In addition to her work with Mandala Research, Laura devotes a significant amount of time to volunteer projects, many of which involve pro bono research and consultation.  She was recently appointed to a Federal Sub-Panel on the Ocean Research and Resources Advisory Committee. She also serves on Mass Mutual Life Insurance Agency’s Women’s Advisory Board and the Alexandria Commission for Women. She has been appointed by Virginia Governors Mark Warner and Tim Kaine to serve on the State Council on the Status of Women. She is a member of the American Sociological Association, the District of Columbia Sociological Society, and the Sociological Practice Association, where she regularly presents findings from her research. She is currently working with industry colleagues to launch a new association, Women in Travel & Tourism International (WITTI). 

Laura received her bachelor’s and master’s degrees in sociology from DePaul University and is completing her doctoral work at Northwestern University.