Lifestyle trends expert Bill Geist will be in Houston early next month to discuss the changing dynamics of destinations like Houston.

Geist is the principal of Zeitgeist Consulting and speaks often about the trends that power consumer choices and motivation. He was previously the president and CEO of the Greater Madison Convention and Visitors Bureau in Madison, Wisc.

Geist will speak the morning of Oct. 2 on what strategies and tactics can help propel businesses in the hospitality sector as they reap the benefits of a destination on the rise.

Houston has garnered growing attention from the national press in recent years, primarily in the culinary and cultural arenas. That has translated to more interest among travelers, both domestically and worldwide. In 2013, travelers to the Houston region spent $16.2 billion, up from $15.5 billion the year before. At the same time, hotel occupancy as well as retail and restaurant sales all rose in the region-all indications that Houston is becoming a more robust travel destination.

Geist will speak at a breakfast event Thursday Oct. 2 at the Downtown Aquarium. Breakfast is from 8-9 am and the program is from 9-11:30 am. Registration is free for GHCVB members and $15 for non-members.