default logo

Senior Staff


Dr. Bill Siegel
Founder & CEO
Mobile: (416) 301-1623

Bill received his PhD from the University of Michigan in 1970, and taught psychology, research methods and statistics at the University of Western Ontario and the University of Western Australia, where he was Distinguished Visiting Lecturer. He switched to market research in 1976, when he was invited to design and manage a multimillion dollar advertising ROI study for the CEOs of the telephone companies across Canada.

Since founding the Longwoods Group of Companies in 1978, Bill has consulted to leading Fortune 500 companies and governments around the world.

His work has been cited in broadcast and print media, including USA Today, Newsweek, the New York Times, and The Times of London. He is a regular speaker at governors’ conferences and meetings, such as the Advertising Research Foundation, the American Marketing Association, the Brookings Institution, the Bureau of Broadcast Measurement, the Economic Development Administration, the European Society of Marketing Research, and the Public Relations Society of America.

Bill has served on the boards of a number of organizations, including Georgia Tech, Waterloo University, Ryerson University, the Travel and Tourism Research Association, and the Destination & Travel Foundation of the Destination Marketing Association International. He was commissioned as Honorary Citizen of New Jersey by Governor Florio for his work helping market that state.


George Zimmermann
Chairman, Longwoods International USA Inc.
Mobile: (989) 890-7367

George brings more than two decades of experience in tourism destination marketing and research to the Longwoods team and its clients.

George was the Vice President responsible for Travel Michigan at the Michigan Economic Development Corporation from October 2001 until April 2014. Under his leadership, Travel Michigan and its advertising agency, McCann Detroit, created and launched the award-winning Pure Michigan branding campaign in 2006, a campaign that Forbes ranked among the top ten tourism promotion campaigns worldwide. Initially a regional campaign, Pure Michigan became Michigan’s first significant national advertising campaign starting in 2009.

In 2014, George led the effort to create the National Council of State Tourism Directors Alumni Group and was elected the group’s first chair. He has consulted with the state tourism offices in Georgia, Louisiana, South Dakota, Virginia and West Virginia, presenting at their conferences and legislatures. George routinely guest lectures on tourism marketing at Michigan State University.

In 2012, George was named “One of the Top 25 Extraordinary Minds in Hospitality Sales and Marketing” by the Hospitality Sales & Marketing Association International (HSMAI). In 2011, the National Council of State Tourism Directors named him State Tourism Director of the Year. Prior to joining Travel Michigan, George served as Ohio’s Tourism Director, and he was named State Tourism Director of the Year in 1997. He is the only person to have received this honor twice.

George served on the U.S. Department of Commerce Travel and Tourism Advisory Board, the Board of Directors of the U.S. Travel Association and the Board and Executive Committee of the National Council of State Tourism Directors. He was elected twice as Chair of the Council.

Before his work in tourism, George spent more than a decade in all phases of broadcasting, including serving as the Statehouse Bureau Chief for the Ohio Public Radio/Public Television Statehouse Bureau. He was the editor of the situation comedies “The Jeffersons” and “Good Times” in Los Angeles and was the technical director for the two pilots of “Austin City Limits” in Texas.

He is the author of three travel-related books and a graduate of the University of Texas at Austin.

Amir Eylon

Amir Eylon
President & Partner
Mobile: (614) 570-1234

Amir Eylon joins Longwoods from his previous role as Vice President, Partner Engagement with Brand USA, the public-private partnership serving as the destination marketing organization dedicated to increasing international visitation to the US. Eylon led the team responsible for helping to increase Brand USA's partnership base and ensuring that participants received excellent service throughout Brand USA's deployment of joint marketing programs. During his tenure, Brand USA grew its partnership base to 475 partners, comprised of destination marketing organizations, convention and visitors bureaus, attractions, travel brands, airlines, and tour operators.

Prior to joining Brand USA, Eylon served as Director of the Ohio Office of Tourism. Under his leadership, the state's marketing programs realized a tremendous return on investment and contributed to the growth of the state's $40 billion tourism economy. The programs he developed leveraged industry and nontraditional partnerships that generated $14 in new state and local taxes for every $1 invested and included active participation by thousands of Ohio's tourism-related businesses. He has also served as Executive Vice President of the Ohio Hotel & Lodging Association, Assistant Director of the Ohio Tourism Division, and Sales & Marketing Manager with the Steuben County Conference and Visitors Bureau.

Eylon has been recognized with a number of Industry honors including: Top 25 Extraordinary Minds in Sales & Marketing award (2014) by the Hospitality Sales and Marketing Association International (HSMAI); The Ohio Tourism Industry's Highest Honor, The Paul Sherlock Award; and The State of Ohio Distinguished Service Medal.

Jeanne Liu

Jeanne Liu
Senior Vice President of Research
Mobile: (703) 203-4122

Jeanne Liu joins Longwoods International as Senior Vice President of Research. She will start her duties at Longwoods on May 7, 2018. Liu will apply her research capabilities on behalf of Longwoods’ travel and tourism clients in the U.S., Canada and around the world.

Prior to joining Longwoods, Liu was the Vice President of Research for the Global Business Travel Association (GBTA), where she led the research team in producting over 100 industry-leading studies and insights a year for its members and partners.

Before GBTA, Liu was the Director of Consumer Research at Brand USA, the public-private partnership responsible for the United States’ first-ever nationally coordinated tourism marketing effort. And prior to that, she was a Senior Manager at Marriott International where she conducted qualitative and quantitative research for all of Marriott’s digital presence.


Tom Curtis
Senior Vice President
Mobile: (416) 571-7956

Tom is a graduate of York University in Toronto, with a degree in Economics. He brings many years of tourism experience to Longwoods. He was Director of Operations and Finance for a major theme park in Toronto, where he managed a staff of over 1,000 people involved in food service, retail sales, attractions, concessions management, finance, capital development, and corporate sponsorship.

For eight years, Tom was a management consultant specializing in tourism. His clients included resorts, attractions, and destination marketing organizations. His consulting focus was in market research, tourism development and tourism marketing strategies, financial analysis, and accountability research.

Tom joined Longwoods in 1996 as a project director specializing in the tourism sector. He has a wealth of experience in visitor tracking research and advertising effectiveness research and has been invited to speak at numerous Governors’ conferences on Tourism across the US as well as the Travel and Tourism Research Association and the Tourism Industry Association.


Michael Erdman
Senior Vice President of Research
Mobile: (416) 578-6602

Michael is a rare breed, being equally comfortable moderating focus groups — he has conducted many hundreds of group discussions across North America — or conducting statistical analysis of large-scale image, branding and ROI surveys.

As Senior Vice President of Research for Longwoods, Michael oversees all research projects undertaken by the company, including study design, methodological issues, questionnaire design, and data analysis.

Michael has an Honors B.A. in economics from the University of Toronto, and began his career working with two leading financial institutions and the Financial Post. Since 1979, he has applied his analytical skills to market research, progressing to senior positions with three major research companies prior to joining Longwoods.

He has personally directed numerous image, branding and accountability/ROI research projects for our clients.


AnnDee Johnson
Vice President
Mobile: (602) 421-2109

AnnDee brings a wealth of tourism, research, and management experience to Longwoods. In her seven years as the Director of Research and Strategic Planning at the Arizona Office of Tourism, she launched the first-ever comprehensive analysis of the economic impact of travel in that State. She went on to build a respected research program to support Arizona’s $19 billion travel and travel industry. Before that, AnnDee was Vice President of Marketing Communications for the German-owned computer hardware company, ICP vortex Corporation. After Intel acquired the company, AnnDee was named Senior RAID Product Marketing Engineer. She also served Executive Vice President at the World Trade Center Arizona.

AnnDee has served on numerous travel industry boards and committees, including the Travel and Tourism Research Association’s (TTRA) International Board of Directors, the VisaVue Travel Task Force, State/Provincial Research Listserv Advisory Committee, and the National Council of State Tourism Directors’ Domestic Visitation Vendor Review Committee. In 2009, she was Program Chair for the TTRA International Conference. In addition, she is an invited speaker at governor’s and industry conferences. AnnDee holds a doctorate in Germanic Languages from the University of Texas at Austin and a Master of International Management degree from the Thunderbird School of Global Management.


Victor Feliciano
Vice-President, Research Operations
Phone: (416) 861-9880 x 206

Victor has over 20 years of experience in marketing research. He graduated from the University of Hawaii with a Master’s degree in Economics. Before joining Longwoods International as Research Manager in May 2004, Victor was Consumer Insight Manager at Warner-Lambert, Inc., a global consumer and pharmaceutical products manufacturer. In that capacity, he was responsible for managing the research for several category-leading brands.

At Longwoods, Victor oversees the requirements of our many projects, including sample and questionnaire design, fieldwork, data processing and analysis, and reporting.