BACK TO CONTENTS Organised by CRUISING
Social media is an increasingly crucial marketing tool – used well, it can improve customer engagement and drive growth. CLIA brought together industry experts at WTM to share their insights into a successful social media marketing campaign.
Adele Foster, Events and Training Manager, opened the CLIA seminar which asked: is successful social media marketing behind the rapid growth of the cruise industry? Foster was joined by Ginger Taggart, Disney Destinations International, Dean Harvey, Designate and Erin Johnson, Carnival Cruise Lines UK, to share some insights into utilising social media and to discuss its future within travel. The global cruise industry is thriving, with around 20 million passenger trips annually. The UK cruise industry has fared particularly well, with passenger numbers more than doubling over the last decade to a record 1.7 million. Social media has increasingly played a part in this growth, Foster explained, engaging customers and agents, ultimately driving new bookings. Johnson explained how Carnival Cruise Lines UK is evolving its PR campaigns to involve a complimentary social media and she related how the organisation had selected a family through a Facebook campaign to act as brand advocates. Harvey shared some invaluable insights from an advertiser’s perspective, drawing attention to the ever-increasing significance of peer reviews.
SOCIAL MEDIA & CRUISING
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HOTELS Seminars
A number of seminars over the four days of WTM focused on hotels and the challenges facing the hotel industry worldwide. Highlights for Tuesday included:
The HR Challenge in Emerging Markets Speakers debated the issue of hotel management in the developing world which presents an ever-increasing need for well-trained managers, and Srilal Miththapala, EU Switch-Asia, Peter Ducker, Institute of Hospitality, and Ben Bengougam of Hilton Worldwide discussed best strategies and resources for training key personal.
Organised by
TripAdvisor for Hotels: how to use the world’s largest travel site to your advantage Doros Theodorou, Commercial Director of Business Listings at TripAdvisor, presented a seminar on how to use the site to the best advantage, advising how to harness powerful marketing solutions to optimize TripAdvisor listings and increasing visibility in front of millions of travellers.
Sponsored by
Back to Basics of Hotel Marketing Speakers Vincent Ramelli, Founder and CEO of WIHP, and Martin Soler, VP Marketing at WIHP, discussed the four key elements that make hotel marketing a success, highlighting how good online advertising is vital and how social media can help increase direct bookings.
Sponsored by
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