2016 Phocuswright Conference Theme

We're pleased to announce the theme for the 2016 Phocuswright Conference – Funnel Revolution – as well as a newly redesigned website for the event. Held this year on November 14 – 17 in Los Angeles, CA USA, the conference annually attracts over 1,700 senior executives, media, investors and startups from 44 countries worldwide to advance innovation and technology across the global travel, tourism and hospitality industry.

The sales funnel has had many names: customer acquisition and conversion, path to purchase, search, shop, buy. Whatever the name, the Funnel has long served as the battleground for online travel's greatest contests.

But the Funnel – and the economic realities that define it – is in upheaval. As costs rise and margins slide, the old Funnelnomics no longer add up. Travel's digital combatants have already optimized it to no end. This year's Phocuswright Conference theme is an invitation to contemplate new fields of play:

• Cultivating captive audiences (think mobile apps and loyalty perks) upstages generic customer acquisition
• Identifying – and engaging – new prospects as InstaFaceChat comes into its own
• Going, staying, experiencing is no longer overshadowed by searching, shopping, buying
• Exploring AI/AR/VR … some of the new tools in the battle for better marketing, engagement and true personalization at scale

Does this spell the end of online travel as we know it? Revolution can mean violent upheaval, but it also signals the completion of one cycle and the beginning of something better. Last year's differentiator is this year's commodity. And so it goes. The new rules and tools of engagement are unfolding in real time, but make no mistake: The Funnel's reign is at an end.

We're happy to be back at the JW Marriott at L.A. Live in Los Angeles. Join us to experience more of the thrilling content, innovators and networking that you've come to expect from our conferences – this year with a better, more beautiful and responsive website experience.

The Phocuswright Conference will again assemble the leaders at the intersection of digital and travel to tackle the pivotal forces shaping marketing, distribution, innovation and strategy across our industry. We have an incredible speaker roster for 2016 with more to be announced soon.

For more on the Funnel Revolution theme and the upcoming Phocuswright Conference (November 14 – 17, 2016, in Los Angeles, CA U.S.), click here.

Registration is now open for the premier travel industry event. Reserve your place now for the 2016 Phocuswright Conference. Register through May 31 for early-bird ticket pricing (save US$1,000 off final ticket pricing)!