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8/14/2019 EyeforTravel - Social Media Strategies in Travel Europe 2008
1/6
Conference & Exhibition 14-15 October 2008, Munich
Hear how to exploit & control the explosion in
user-generated content and social networking
GET REaL-wORLD aDVIcE on building a
comprehensive Social Media strategy
INVESTIGaTE SOcIaL mEDIa maRkETING
STRaTEGIES and establish what works oryour business
FIND OuT whaT SOcIaL mEDIa cuSTOmERS
REaLLy waNT and make sure they get it
hEaR hOw TO uSE SOcIaL mEDIa to attract
and retain online customers
PROTEcT yOuR BRaND ImaGE and build brand
awareness learn how to manage and monitorthe eect o user-generated reviews
DIScOVER hOw TO wORk wITh SOcIaL
NETwORkING SITES now and in the uture
GET ahEaD
OF yOuR
cOmPETITORS -
cut the hype and
be the frst tobe where your
customers are
Use social media to enhance your brand,increase sales & attract new customers
Social Media Strategiesin Travel Europe 2008
OPEN NOW TO VIEW THE FULL AGENDA & SPEAKER LIST
SECURE YOUR PLACE TODAY
Benchmrk our trte nt
thee ke ndutr epert
svn ty,Senior Director
International SPG,
Starwood Hotels &Resorts Worldwide
sh Nwmn,Regional Vice
President, CommercialDirector, EMEA,
Royal CaribbeanCruises International
svn Gnwy,CCO, SkyEurope
Mih simn,Area Director,
Central Europe,Marriott International
Min Vdn-r,Head o Sales, Europe,
TripAdvisor
Fdi kinnunn,Director o Direct Sales,
Sterling Airlines
Jn ojn, MD,lastminute.com
Germany
cum ru,Commercial Director,
EasyHotel Ltd
Parto
ftheannual
Sales&Marketingin
TravelSummitEurope20
08
Ignore User-generatedContent and Social Media
at your peril.This conference is a must!
James Carmogy, Seaport
(Attendee of Social Media inTravel USA08)
8/14/2019 EyeforTravel - Social Media Strategies in Travel Europe 2008
2/6
The way we use the internet is changing. We work online,we make plans online, we even socialise and relaxonline. With this change, comes a whole host of new
opportunities for travel marketers to innovate and sellmore travel.
Europes dynamic, web savvy, travel consumers are no doubt
talking about your product online. The challenge is how you
can ensure you are a positive part of the online conversation
and enter into their purchasing cycle?
l wih w bi
umin. l
um yu hv
n nin n.
Yu bby hv
num
v eu. andIm u yu dy
u -mm nd
-ming gi.
th gd bu yu n g uh. tv m
nd mv y hd hi um h u
nd nn wih hm nin.
a , h dy i h num wh dmin yu
mny dibiiy n ing n d
mign. Wh yu um wn
d i ngg nd in. and i yu
wn in wih hm nd b
wh yu um , hn yund mhniv i
mdi gy.
Hwv, hi i i id hn dn.
th nin v induy i wh wih
Wb 2.0 iniiiv, u-gnd nn
(UGc) nd i nw. s i yu ging immn n
iv i mdi iniiiv, yu nd nw hw n
i, mng i nd xi i m yu nd. N mnin h
iu ging mny buy-in m yu ni gniin
u, immn nd v i.
The bottom line is: You need to make money from it.
Create a clear strategy
a h i mdi hnmnn i nw i i diu bin
h m inmin yu nd m n
inmd diin wh
gy wud bn
yu mny. W
bing gh h
gb innv
in hi d
hw yu i
xm nd
iv idvi wh
w.
Identify the pitfalls
ciny i mdi nd UGc wu u in h
igh hnd bu n hy ju diu y mng?a hi unbid um diuin w wn ju highigh h
unii, w wi xmin hw vid h i
whih ud v yu .
Sell to a captive audience
th numb individu uing UGc nd i mdi i
ining n xnni vy dy. tv i n h
m d bu i nin. Find u hw u-gnd
nn i ying n iningy imn in h uhing
y. H m h x in mniing i mdi wh wi
hw yu hw buid u, gniin nd b nvin!
Generate brand awareness
I i mdi nd UGc n uniy h
yu bnd? Jin h db nd nd u hw
yu n u hm dd vu yu bnd!
Manage customer expectations
H i dvi n hw xi h i nwing
nd u-gnd nd ngg yu num vi
nizd, iniv h
Go home inspired!thi i um v induy x
uing-dg ming gi div yu
buin wd. I h g d
u wih nhuim nd id xi h inhn
(nd gy und) unii n in h
dynmi eun nin v m.
Our inaugural Social Media Strategies in Travel conference
in San Francisco was a complete sell out so dont delay
sign up today!
CUT THROUGH THE HYPE - TURN SOCIAL MEDIA TO YOUR ADVANTAGE
The best conference Ive ever attended. Ive never walked away with so manyaction items and ideas for improvement of my site. I am excited aboutbeing part of the travel market during this time of incredible change
Alex Orson, Hyatt Hotels (Social Media in Travel USA attendee 2008)
Onl EeforTrvelevent delver uch hue
mount of qult nformtonn uch hort mount of tme
David Meier,Interval International
Four week of reerchccomplhed n 2 d.
Fnttc overvew of omeof the ke pler n th pce
Beckie Watson,Travelport
Th event wrht on tret. it delvered
nformton on ver mportnttopc t crtcl tme for
the trvel ndutr onlne. i cntwt to ttend net er
Ken Knecht,Merinecarson
Twinned with the Online MarketingStrategies in Travel conference!
Ugd yu nin ming i! thi vn wi b
winnd wih h onin Ming in tv nn
eytv nnu s & Ming in tv eu
summi. t wi h -wd dvi n y
i vuiniz yu nin ming gy. ti
inud - Undnd wh y nv b
n yu wbi, vm h hng ing nin
pn-eun udin, h innviv wy ngg yu
um nd mximi um nd n yu wbi.
a nn inud both imunu yu mv bwn hm nd h h
id in ui yu nd! F m inmin
www.yv.m/mu
8/14/2019 EyeforTravel - Social Media Strategies in Travel Europe 2008
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Day One:Tuesday 14 October 9am 7.30pm
Held as part of the annual Sales &
2 conferences for the price of 1! See www.eyefortravel.com/
OPEning KEynOtE sEssiOn - OVErViEw anD analysis - PlEnary
Evlute whch Web 2.0 nttve wlldrmtcll mpct our bune
Web2.0initiativesincludinguser-generatedcontentandsocialmedia
nming h nin v . Fm m nd mi
iv, wh im wi hy hv n yu buin?Wh unii d hy n yu mny?
HowisconsumerbehaviourevolvinginthediverseEuropean
m? Wh ii ming nd d yu nd
mb?
WithaneverincreasinglycrowdedEuropeanonlinetravelspace
hw n yu nu yu nding yu ming budg
ivy? D Wb 2.0 nd i mdi iniiiv b yu
bnd nd div ?
Facebookhasrecordedayear-on-yeargrowthofover1600%and
hasaworldwideclientbaseofover46million.Howcanyouleverage
h hug vum h h mg i nwing i,
i Fb, Yutub Mys, ?
Whatroledoessocialmediaplayinthemarketingmix?Cansocialnwing i y b mnid?
Whatarethelimitationsofsocialnetworkinganduser-generated
nn i h v induy? I yu im nd mny b
n wh?
UnderstandhowtoavoidcommonWeb2.0pitfallsandmisguided
invmn
svn ty, Senior Director International, SPG,
Starwood Hotels & Resorts Worldwide
sh Nwmn, Regional Vice President, Commercial Director,
EMEA, Royal Caribbean International & Celebrity Cruises
ExtEndEd CoffEE BrEak SpEEd nEtworking
PrEsEntatiOns anD PanEl
Denn our socl med & Uer-genertedContent (UgC) trte
Dving yu wn i mdi nd U-Gnd cnn
gy n b mind bgging. a mv ud yu buin
dy. any wh in vib nd whih wi dd vu
yu buin.
Whattypesofcompaniesaresuitedtouser-generatedcontent
(UGc) nd i mdi iniiiv?
HowcanUGChelpyoudifferentiateyourservicesandde-
mmdiiz yu du? shud yu n wih UGc i?
D hy y in nvin?
FromuserreviewstophotosharingwhichformsofUGCwould
dd h m vu yu bnd/wbi?
ArecentJupitersurveyrevealedthat69%ofconsumersdonttrust
i mdi i - cn iining i wih i nwing
y mnn in udin?
Whatistherelevanceofgenericsocialcommunitiestotravel-based
gnizin? Hv v-bd iin n uh i
bn uu?
Initiatinganewsocialmediastrategyrequiresthesupportfromyour
ni mny hw d yu g buy-in m dmn in
yu mny nd u h ny u? Wh hud
b nib mny i mdi gy?
Whattechnologyisessentialforaneffectivesocialmedia&UGCsite?
Min Vdn-r, Head o Sales, Europe, TripAdvisor
Fdi kinnunn, Director o Direct Sales,Sterling Airlines
LunCh BrEak
CasE stuDy
an inht nto Uer-enertedcontent metrc
Wh ind mi y u-gnd nn?
Hw n yu mu wh i bing id bu yu bnd?
*M b nnund*
PrEsEntatiOns anD PanEl
How doe Uer-enerted content mpctthe conumer purchn decon?
Accordingtorecentstudiesupto88%ofTripAdvisorsreadersare
infund by wh hy d. thi i nd h UGc i
bming n ni in h uhing y.
TowhatextentdoesUGCimpactthecustomersdecisionmaking
buy yu du?
Whatdopeopleactuallylookforinconsumergeneratedcontent?
Whn d num i u in h buying y?
Understandwhyauserwantstosharetheirtravelexperiencesand wbi id hi nd
HearrealexamplesastohowUGCcanpositivelyandnegatively
im h diin uh
Whatuserproledataofthereviewerisofusetothepotential
um whn diding h vn viw?
Analysishasshownuser-generatedreviewstobemostlypositivein
h Uk/Us d hi vy h din eun uni?
Wh d uu iud y?
User-generatedcontentsites,likeTripAdvisor,arenowmovinginto
i nwing. Wi h v-i UGc i w ui?
Fidih vn snzni, Head o Business Development, Holidaycheck
Fg Mny, CEO, Boo.com
PrEsEntatiOns anD PanEl
socl Med & CRM incree cutomerlolt throuh open dloue wthour cutomer
oning u h mmuniin hnn wih yu um qui
u mngmn. Undnd hw ivy nug iiv
db, mng ngiv db, dv mmuniy, gin
inigh in h num xin nd yy.
HowcanUGChelpyoucreateadialoguewithyourcustomersand
vid yu wih m mmuniin?
Howdoyousafeguardyourselfagainstcustomerbacklash?
Whatdousersgetbackinreturnforbeingpartofanonline
mmuniy?
Whatarethedangersofcompensatingusersforsubmittingreviews?
Learnhowtoincreasecustomerloyaltybygivingyourcustomersthe
uniy infun yu i
Howdoyouactivelygrowyourcommunitywhilststillmaintaining
n iniin quiy?
IsthereanydifferencebetweenanacquisitionandretentionUGC
gy? I n why?
Over17,463+peoplepetitionedonFacebookwhenBAintroduced
bn n u bd - Hw n yu u i mdi & u-
gnd nn mn gin inigh in num wn,
nd nd di?p Wd & Jm tuz, Co-Founders, WAYN
*M b nnund*
17.30 EvEning drinkS rECEption
8/14/2019 EyeforTravel - Social Media Strategies in Travel Europe 2008
4/6
Day Two:Wednesday 15 October 9am 5pmarketing in Travel Europe Summit
meurope for the complete 2 conference track agenda
i w etremel mpreedwth the wde vret of compne,
ech hrn ther eperence, bunemodel nd opnon on other mjor onlne
pler. The topc were ver relevntnd the peker were nformtve,
quck, wtt nd ver nformtveRita Schiesser, Google Inc
KEynOtE
Undertnd How to Buld succefulOnlne Communt
Hearinsightfromoneoftheworldsleadingmediacompaniesasto
hw buid uu nin mmuniy
Understandhowtodevelopandmanageexistingandnewsocialweb
gi nd xin
Mg pid, Head o Communities & User Experience,
Guardian Unlimited
PrEsEntatiOns & PanEl
How Cn socl Med Provde you WthVluble, Dtnctve, Qult Content?
AccordingtoDatamonitor,injustthreeyearstime70%ofonlinecontent
wi b u-gnd. th hi nn yu wbi dmiy
im h num uhing diin . ln wh
i mdi nd u-gnd nn dd vu yu i.
Consumersareincreasinglydemandingcontent-richinformation.Hown yu my i mdi hi nd? Hw d yu nu
h nn n yu i i vn yu num g gu?
Isawidevarietyofcontentreallynecessary?Theissueofrelevance
i y - wh nn d um nd ny nd wh n yu
d wihu?
Howcanyoulinkthevarioussocialmediamediumstogether,suchas
vid, d nd bg?
Seehowsocialmediasites,likeYouTube,canprovideyourtravel
mny wih uniqu, ih-mdi nn.
Isvideomediathekeytrendforthefuture?Whatimpactcouldvideo
nn hv n yu bnd?
Shouldyouspendmoneysourcingyourowncontentorletyour
um yu nn ind? Hw d yu minin hquiy u-gnd nn?
Howaretechnologicaldevelopmentsenhancingtheeaseof
nn hing?
thm ri, Country Manager, Opodo Germany
M ru, CEO, TVTrip
adm Hy, CEO, VibeAgent
M siw, MD, Trivago
ExtEndEd CoffEE BrEak
PlEnary sEssiOn PrEsEntatiOns anD PanEl
Drvn qult trfc to our te -cn ocl med nd UgC ve ou mone?
Developasearchenginemarketingstrategythatnotonlybalancespaid
nd unid h, bu nid i h ngin ming
diin
LearnhowtoensureyoursitesWeb2.0featuresdrivecustomers
xy wh hy ing
Getadviceonaligningyoursearchstrategywithuser-generated
viw
Shouldyoudosocialsearchmarketingin-house?Aretools,
i Gg adwd thni, u h jb?
Astravelsearchmarketersbecomemoreeffectiveinpaidsearch,
i mdi, nd d nin ming, hw d hi
n uh niy nd h ng i?
tmh khib, Head o Global Marketing, SilverjetYn l, Co-Founder & President, Uptake
cin lwi,Head o Marketing, Aer Arann
LunCh BrEak
PlEnary sEssiOn - PanEl DEBatE
The Future of Met serch CEOPnel Debte
Hw m-h i vving? Wh h u wi
bm m u? Wi m-h bd n i n
diminih? Wh d hy y in h uhing y? Wi hy h ppc md? Wi hy vid b quid ?
Wi u viw nd i mdi b ind? s mny
quin min unnwd jin h db nd u m!
Bi t, CEO, Mobissimo
o suby, CEO, Travelmarket
Yn l, CEO, UpTake
cu Wb, Senior Partner, Kinkaa.de
KEynOtE PlEnary sEssiOn
Undertnd how to mke our brndtck n n ever ncrenl
compettve onlne envronmentBnd idniy h nv bn imn. any whih
eun v bnd uu nd why. H innviv
hniqu imv bnd wn wihu bwing yu
budg.
Howcanyoudevelopasuccessfulbrandinamulti-lingualPan
eun nvinmn?
Whattechniquescanyouusetocreatecustomerloyalty,
iin nd bnd iin?
Whatimpactdoesuser-generatedcontenthaveontravel
bnd? Wh h bnd vu du UGc? Wh n yu
n m hi mi?
Withover30RyanairhategroupsonFacebook,howdamaging
i nwing i yu bnd?
Doyouneedtodevelopabranddefensivestrategytoprotect
nd mni yu bnd in h nin ?
Whatstrategiesenableyoutomaintainandbuildyourbrand
img n i mdi i? cn i mdi h yu d-
mmdiiz nd niz yu bnd?
cum ru, Commercial Director, EasyHotel Ltd.
*M b nnund*
PRODUCT BOx
Wih mny nw nin -u ning h eun v
m eytv du bx i u-, qui
wy nd whih wud dd vu yu buin. t n yubuin mi [email protected]
17.00 End of ConfErEnCE
8/14/2019 EyeforTravel - Social Media Strategies in Travel Europe 2008
5/6
Twinned with the Online
Marketing Strategies in
Travel conference! Yes!! Please register me for Social Media Strategies for Travel Europe 2008(part o the Sales & Marketing in Travel Europe Summit)
Mr / Mrs / Ms / Dr: First name: Last name:
Company: Position/Title:
Telephone: Fax:
Email:
Address:
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NB: Full paYmeNt must Be received BeFore the eveNt
Copyright 2006 First Conerences Ltd. EyeorTravel reserves the right to make changes to the programme prior to the event. All rights reserved.
www.irstcon.com/irstcon/legal_notice.html This document contains original material which is protected by copyright. No unauthorised use o the material
herein may be made without the prior consent o First Conerences Ltd. EyeorTravel is a proprietary creation and trademark o First Conerences Ltd.
Conference & Exhibition
14-15 October 2008, Munich
Social Media Strategiesin Travel Europe 2008
Register online at www.eyefortravel.com/smeurope
Call Sinead now on +44 (0)207 375 7228
Block letters please
Email: [email protected] We will need your full contact detailsto process your registration
OnlinE: Go to www.eyefortravel.com/smeurope and submit your
details for instant confirmation. You can pay directly on thesecure site or request an invoice.
mail: This form to: Registrations, EyeforTravel,
7-9 Fashion Street, London E1 6PX, United Kingdom
Fax: Back this form to +44 (0) 207 375 7576
Call: The booking hotline on +44 (0) 207 375 7228
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Early Bird offers could save you 200! For groupdiscounts please call Sinead Mallon on +44 (0)207375 7228 or email [email protected]
HOw tO Pay:
Credit Card: Complete and return this ormwith your credit card details
Invoice: Complete and return this ormand you will receive an invoice
Check/Draft: Payable to First Conerences Ltd.
DatEs anD VEnuE:
Conference: Tuesday 14th October -Wednesday 15th October
Venue: Sheraton Munich Arabellapark Hotel
aCCOmmODatiOn:
We have arranged a discounted room rate at theSheraton Munich Arabellapark Hotel. Reservationdetails will be sent to you when you register.It is recommended that you book early to takeadvantage o this oer, especially as our roomblock will fll up ast during this busy time inMunich.
CanCEllatiOns:All conerence places are ully transerable without any charge.There will be no penalty or cancellations received beoreFriday 11th September 2008 (Credit card registrations aresubject to a 5% cancellation ee) I written conirmation oa cancellation is not received beore Friday 11th September2008 we will be obliged to charge the ull conerence ee.Please note, you must inorm the conerence desk in writingo any cancellations: please email [email protected]. The organizers reserve the right to make changes to theprogram without notice.
As a general manager of a hotel,
the program identied many
opportunities to explore. The
clear message is; ignore UGC
and Social Media at your peril.This conference is a must!
James Carmogy, Seaport
A wonderful event thatspecically addressed Social
Media in the travel industry.
The networking was fantastic
as were the presentations
Christine Farina, The Walt Disney Company
It is always good to take a step
back from our own business and
look at the bigger picture. Thatsexactly what EyeforTravel events
do! Very refreshing!
Sarah Drake, Priceline.com
See what the delegatesof our inaugural Social
Media conference inthe US had to say...
REGISTER NOW!
EarlyBrdDscountSAVE200!
ifyouregsterbefore4thJuly2008
Upgrade your online marketing tool kit! This
vent will be twinned with the Online Marketing in
ravel conerence as part o EyeorTravels annual
Sales & Marketing in Travel Europe Summit. Toppeakers will share real-world advice on key topics
o revolutionize your online marketing strategy.
opics include - Understand what really converts
ookers to bookers on your website, overcome
he challenges o selling online to a Pan-European
udience, hear innovative ways to engage your
ustomers and maximise customer spend on
our website.
All conerence passes include access to both
imultaneous tracks so you are ree to move
etween them and choose the ideal sessions to
uit your needs! For more inormation see
www.eyeortravel.com/smeurope
Whether your interest lies in Social Media, orpdating your traditional online marketing strategy
or both - the 2 day Summit will provide you with
he key inormation, case studies and contacts you
eed to revolutionize your online business strategy!
Parto
ftheannual
Sales&Marketingin
TravelSummitEurope2
008
8/14/2019 EyeforTravel - Social Media Strategies in Travel Europe 2008
6/6
Conference & Exhibition 14-15 October 2008, Munich
Social Media Strategiesin Travel Europe 2008
EmAil: [email protected]
FAx: +44 (0) 207 375 7576 (UK)
CAll: +44 (0) 207 375 7228 (UK)
OnlinE: www.eyefortravel.com/smeurope
mAil: Registrations, EyeforTravel,7-9 Fashion Street, London, E1 6PX, UK
5 Easy Ways To Register
Social Media Strategies in Travel is the frst travel-specifc conerence to give practical
dvice on exploiting the social media phenomenon. You will have the opportunity to meet
unique cross-section o the industry all with one common interest the application o
ocial networking and user-generated content in travel. This conerence will attract the true
nnovators in online travel rom across Europe - And to ensure that you get to meet them
ll we have built ample networking opportunities into this event.
To Register Call Sinead Now on +44 (0)207 375 7228 (UK)
2 conferences for the price of 1!
svn Gnwy, CCO,SkyEurope
svn ty, Senior Director International SPG,
Starwood Hotels & Resorts Worldwide
cum ru, Commercial Director, EasyHotel Ltd
and Wbug, Corporate Sales Ofcer,
NH Hotels
p Wd & Jm tuz, Co-Founders,WAYN
sh Nwmn,Regional Vice President,
Commercial Director, EMEA, Royal Caribbean
Cruises International
Gh Gn,MD, Octopus Travel
Mg pid, Head o Communities & User Experience,
Guardian Unlimitedcin lwi,Head o Marketing, Aer Arann
Jn ojn, MD, lastminute.com Germany
Mih simn, Area Director, Central Europe,
Marriott International
adm Hy, CEO,VibeAgent
andy own-Jn, MD, UK,Traveltainment
M siw, MD, Trivago
simn liy, Director o Marketing, FlyBe
Fdi kinnunn, Director o Direct Sales,
Sterling Airlines
tmh khib, Head o Global Online
Marketing, Silverjet
Yn l, CEO,UpTake
o suby, CEO,Travelmarket.com
Bi t, CEO,Mobissimo
Gib rvin, Proessor o Tourism,
University of Sorbonne
eniqu Nd, Head o Travel, France, Google
Min Vdn-r, Head o Sales, Europe,
TripAdvisor
Fdi vn snzni, Head o Business Development,
HolidayCheck
M ru, CEO,TVTrip
thm ri, Country Manager, Opodo Germany
cu Wb, Senior Partner, Kinkaa.de
Ni Mn, Director o the Board,
Web Analytics Association
Hdwig Wing, CEO, Euro Relais
ONLINE CONTACT CENTREOrganize meetings in advance and touch
base with those crucial contacts through
ur online networking centre. This online
ystem will be up and running beore the
vent so you can make initial contact and
ter the event to catch-up with the people
ou missed.
NETWORKING RECEPTIONTesd 14t Otober, 5.30p - 7.30p
We know that you want to meet your ellow
ttendees in a social environment - which is
why our networking receptions are always
uch a great success! Being held in the
xhibition hall, this inormal environment
is the perect
opportunity
or you to see
the products
on oer, meet
your ellowdelegates and
discuss the
issues that have
been raised.
COFFEE AND LUNCHThe backbone o your networking, you will
be able to cement new relationships and
discuss uture
business
opportunities
during two
lunches and
our coee
breaks.
get rel-world dvce from thoe who hve
ucceeded. Mke the eentl contct ou
need to hrne the power of ocl med
Lern from thee mjor trvel
compne, ocl med te
nd ndutr uru
The range of speakers
and their knowledge and passion
for the topic was extemely inspiring.
I came away with a list of ideas to share
with our marketing team. On a personal
level I am very excited about being
part of the travel industry in such
an exciting time
Charlotte Johnson,
Tourism New Zealand
Parto
ftheannual
Sales&Marketingin
TravelSummitEurope20
08