WTM PREVIEW SEMINARS DESTINATIONS
(Tuesday, 10.30am, Platinum Suite) discuss what kind of authentic travel experiences this cohort is looking for. The latest youth travel trends will also be shared, along with examples of which brands have hit the nail on the head with their marketing. Staying on top of the latest
travel advice is crucial. With some markets more versatile than others, it’s important to keep customers informed with the latest official advice. Understand what this consists of in the session Travel Advice Essentials from Abta and the FCO (Wednesday, 10.30am, TA190). Here, Angela Hills, senior destinations manager at Abta, breaks down the elements of Foreign & Commonwealth Office advice, what it means and what to consider if the advice changes.
w DIGITAL FIRST Promoting your company online is becoming increasingly vital, and many sessions focus on how to harness this technology and concentrate on digital to keep up with customers. Nation Branding in a Digital Economy: Assessing Tourism’s Most Dynamic Frontier (Monday, 3.30pm, AS1350) is one such session that looks at how digital has changed the tourism industry. Hear from the leaders of successful social media brand Beautiful Destinations. The founder and chief executive,
Social media cannot be underestimated for agents who want to promote their businesses
and the executive director for global communications and external affairs, will be offering their take, alongside Jordan’s tourism minister and Puerto Rico’s chief marketing officer. The role of technology in travel will be discussed, and attendees will hear how the industry is adapting to these digital advancements. The internet and social media cannot be underestimated for travel agents who want to promote their businesses and the destinations they sell. Learning how to harness these channels effectively and make your content stand out will be discussed in Unforgettable Journeys: The Science Of Creating Memorable Branded Travel Content (Tuesday, 12pm, EU80). Here, Dr Hamish McPharlin, head of insight at
BBC Global News, together with Richard Pattinson, senior vice- president at BBC StoryWorks, delve deep into the relationship between emotion and memory and how this can help create travel content that will stand out in customers’ minds. On the topic of content creation, there will be
tips on how to use good content for conversions, in Quality Not Quantity: Using Great Content To Sell The Holiday Dream (Wednesday, 2.50pm, AS1350). This session will showcase how companies are using content in the form of stories and turning it into bookings.
1 November 2018
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PICTURES: ED HILL; LLOYD STURDY
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