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Travel Technology @ WTM London
WTM London works with some of the leading travel tech companies in the world and over the following pages we highlight some of the top sessions organised by the key players who contributed to the events programme this year. Firstly, we focus on the five sessions on Day Two organised by Paul Richer, senior partner at the technology consultancy, Genesys.
CUSTOMERS CRAVE CONTENT When: 10:30-11:30
Speakers during this session touched on everything from the power of sound in content to the importance of a content marketing strategy. Sam Crowther, Head of Creative at Bauer Media, talked about how humans are conditioned from a very early stage to like rhythmical as well as natural sounds. He pointed to how travel companies such as British Airways and its use of the ‘Flower Duet’ have put sound to good effect right across the brand: “People were asked what three things they think when they hear the music and they said relaxation, comfort and floating on air which is brilliant if you’re in the airline industry.”
Thanks also to Pleasance Coddington,
Group Head of Content & Social Media, Momondo Group and Sarah Hughes, Co- founder, Fiz for their further insights. Click here
SEARCH ENGINE UPDATE 2015 When: 12:00-13:00 Search engine marketing and optimisation is an ever-evolving science. Keeping abreast of these to avoid falling behind your competitors was the main topic up for discussion in this session and keynote speakers including Anna Chomse, Industry Head – Travel, Google, Frankie Ho, General Manager, Baidu International, and Natasha Nuckchady, Travel Vertical Lead, Yahoo!, spoke about the latest updates that the engines are introducing.
GETTING PERSONAL When: 13:30-14:30
This seminar focused on personalisation with CWT Director of Innovation and Big Data Analytics Catalin Ciobanu saying companies don’t have to be Google to serve travellers better. He was joined by Vice President of Business Intelligence, Accor Distribution and Marketing, Alison Broussy, who discussed how challenging the environment is with “digital attackers are changing the rules and disrupting the value chain”.
Thanks also to Kevin Thorogood,
Director, Travel & Hospitality Sector, EMEA, Thunderhead, who also provided his expert insights into big data, analytics and personalisation. Click here
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DIGITAL MARKETING When: 15:00-16:00
Digital marketing is one of the key success factors that drives a profitable travel business but it’s complex with customers viewing your business on multiple devices: mobile, tablet and computer. They are learning about you through channels that you don’t control such as social media and review sites. Speakers including Colin Lewis, Director of Marketing, BMI regional, Andrew Leung, Head Online Marketing, Mr & Mrs Smith and Simon Davidson, CEO, Psonify gave top tips on getting through this digital marketing minefield. Click here
WHAT’S HAPPENING IN TECHNOLOGY When: 16:30-17:30
The day finished with discussion on consumer technology that provides the opportunities for industry outsiders to enter the travel industry with new business models e.g. Uber, Airbnb, Hotel Tonight who are all grabbing a significant share of the travel market.
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