World Tourism Forum Lucerne

PhoCusWright at World Tourism Forum Lucerne

Carroll Rheem, Senior Director, Research

New Marketing in Tourism

Presented by PhoCusWright Inc.
19 April 2013

With technology, media and marketing "boiling" over, separating insight from fluff is essential to honing your strategy. Social, mobile and search are constantly evolving and changing the rules of engagement. Travelers are moving beyond the device and platform, and increasingly seek a seamless experience in which their information and preferences find them wherever they are and however they choose to connect. Organizations are compelled to consider all options, including major shifts in marketing plans. For travel companies, the obvious areas of growth are gone, and what's left is being fiercely contested by a new crop of competitors, both from within and outside the industry. Still, great pockets of opportunity remain for those properly positioned to tap them.

Leading marketing executives from all parts of the travel value chain will convene to discuss New Marketing in Tourism at the World Tourism Forum Lucerne. A diverse group of speakers representing some the world's largest travel companies will share the latest methods, strategies and technologies for reaching new travelers while building loyalty with current customers. You also will hear from Dr. Andreas Liebrich, e-tourism researcher, Institute of Tourism, Lucerne University of Applied Sciences and Arts, who will unveil results of an international survey on traveler loyalty.

PhoCusWright analysts also share relevant research and moderate each session like a live research project. You will leave equipped to anticipate "what's next" in the how, where and why that figure into the travel decision-making process. All of the hot topics of the day will be examined, including global expansion, vacation rental, online travel agencies, supplier loyalty programs, new technology platforms, and the power of merchandising. Best practices for influencing and streamlining vacation planning – and keeping travelers engaged throughout the process – will be reviewed.

Can travel businesses stay the course and remain relevant? Or will they be increasingly challenged to take risks to stay competitive and innovative? After hearing from market leaders about their choice of action, you decide what makes the most sense to keep travelers engaged and business flowing.


New Marketing in Tourism
Friday, 19 April
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World Tourism Forum
Wednesday-Friday, 17-19 April
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