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NEWS CONFERENCE PREVIEW


The Global Travel Group Conference 2016: Consortium to host 190 agents at first overseas event, in Dubai, starting on Monday. Lee Hayhurst reports


Host venue: Atlantis The Palm


Global to unveil service to back marketing campaigns


Global will launch a bespoke marketing support service for members at this year’s conference in Dubai.


The group says it has in-house


expertise in both online and offline marketing and can support members more cost-effectively than if they use third-party agencies.


“Members are doing more campaigns so we will provide a managed service”


Global managing director


Andy Stark said: “We are seeing members doing a lot more bespoke campaigns so we will provide a managed service. “We will craft a campaign calendar for a member and provide support on a one-to-one basis and assist them with the marketing team here at head office. “I’m not looking to profit out


of that but we can share our expertise. “Rather than paying a marketing company to promote their offers, we will put a bespoke marketing proposition to the agent with a cost-sharing fee.” Stark said Global had increased


Andy Stark


investment in its in-house marketing resource this year to meet requests from agents for assistance. As well as email and website


18 travelweekly.co.uk 19 May 2016


expertise, the team also has experience of offline marketing, including shop window and interior design and facias. Stark said agents with high


street stores often spend thousands of pounds getting their websites right but ignore their shop frontage. “To me they are one and the


same,” he said. “We’re not talking about businesses with 30 or 40 stores. If you don’t have the time or inclination to look after your shop window, you’re missing a trick.” Digital agencies remain important partners for Global and delegates will get practical advice from NewZapp, Clicky Media and Ginger Juice, experts in email marketing, web design and social. Stark said the conference agenda had been based on feedback from its membership and partners about what they wanted. “We have built the conference


around the simple theme of ‘Howto’,” he said. “We were keen to make sure speakers were able to talk about specific subjects and were educational too.”


Diving in to Dubai: delegates’ options


FIRST DAY Delegates can choose to do one of these Dubai experiences: l Golf at the Dubai Creek Golf & Yacht Club


l A spa experience at the Ritz-Carlton


l Indoor skiing at Ski Dubai in the Mall of the Emirates


l A full city tour lWaterpark at Aquaventure, Atlantis The Palm


OPENING NIGHT l Delegates will be taken on a dune safari with Arabian Adventures before drinks at Nasimi Beach


SECOND EVENING l An awards night will be held at The Palace Downtown, offering views of the Burj Khalifa, the world’s tallest building, and fountain display


Ski Dubai


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