I have just returned from attending a few industry events that had large gatherings of leadership… and there was a lot of concern and angst about the uncertainty of the times we are in…and a lot of discussion about the path ahead. I was reflecting on all those conversations as I stared out the window of my plane into a sky that was growing very cloudy…

Leading a market research consultancy, I am often stopped and asked about what our “crystal ball” says about the future of travel. In recent weeks, I have been saying that the “crystal ball” has gotten a tad cloudy, which usually puts a frown on the face of the person asking the question. I reply that there are both hard and soft indicators out there and some are starting to move a little bit in the wrong direction for a number of reasons, financial concerns being at the top of the list for most travelers. That being said, the demand is still high… and travel is still very much seen as a need vs. a want by most American travelers… And overall, while many are seeking extra value, they are still planning to travel.

There is a lot of data out there currently showing a very broad range of outcomes, and some even making very bold predictions off of just one or two data points (Let me be clear: One data point does not make a trend… you have to watch the trend line develop… which takes a little time.). My advice for reading your own “crystal ball”: Stick to the sources you trust, the ones who have been fairly accurate and informative in the past and triangulate. While their numbers may vary a little, do they point in the same direction? Are they alll moving in that direction slowly or quickly? Ask what questions really matter, and do their answers point to a potential or actual change in travel behavior?

The late Fred Rogers used to tell children to “look for the helpers” during scary times. Just like the firemen who rush into a burning building while everyone is rushing out of it, and just like the paramedics running onto the scene of an accident to attend to those needing help, the travel industry has many “helpers” who are already there and are working hard to make the “crystal ball” less cloudy.

At the top of the list, you have the trade associations like the U.S. Travel Association and Destinations International, whose events I have attend over the past couple of weeks and are demonstrating that they are hard at work being “helpers” in both advocacy and in best practices to navigate these uncharted waters… I predict you will see a lot help from them in the months ahead. There are many sources of research and data that are offering insights to help guide the industry and individual businesses. The amount of data out there can be overwhelming, but stick to your trusted sources and triangulate what you read. Again, look for the “helpers” that have been there before as they will be seeking to inform and help once again. Just look for the helpers… they are already there…

Amir Eylon is President & CEO, Partner at Longwoods International, a premier market research consultancy that specializes in the travel and tourism industry.