ADVERTISING FEATURE The UK tourism digital brief
Advantec turned its attentions to the tourism industry at its most recent event, with speakers from leading companies, including TUI, Jetline Cruise, London and Partners, TravelGBI and The Tourism Alliance. UK tourism looks set for a sustained period of growth in coming years, with a 6% rise in domestic holidays and a 19% increase in overseas visitors. The event explored how UK tourism businesses can recognise the true potential of digital marketing, and the power it holds to increase visitor numbers.
Will Prosser, Senior Mobile Product Manager – Europe at TUI, kicked off the event with a thought-provoking talk about the evolution of the travel industry, discussing the path to purchase and how we need to learn more about our customers to really engage with them.
“There has never been an easier time to be a customer, nor a harder time to be a business.”
Jennifer Stubley, Senior Social Media Executive at London and Partners, focused on the impact of terrorist attacks on tourism, and revealed that they have no long- term impact on visitor numbers to London – although US visits to the captial have flat lined since the financial crisis.
“Terrorist attacks do not have a long- term effect on visitor numbers.”
Kurt Janson, Director of The Tourism Alliance, and former Head of Strategic Planning at VisitBritain, delved into UK trends and explained the complicated topic of package travel regulations.
“There is a new job created in the tourism industry for every £54,000 in increased revenue. We’re on track to create 40,000 more jobs in UK tourism.”
Philip Price, Non-Executive Director at Jetline and Former Marketing Director, P&O Cruises ended the presentations with some sound advice for businesses aiming to take consumers on a digital journey, and marketing campaigns he has been impressedd with.
“Sometimes you have to go back to the basics. Keep it simple, use digital in the right way.”
travelgbi.com
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advantec.agency November 2017 | TravelGBI 55
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