The Society of Government Travel Planners EdCon’10 Keynote Address focused on growing traveler needs for Relevance, Mobility, Personalization and Community. Developing effective strategies to address deep search, the splinternet, convenience and security will be essential. Eventual winners will be the smart, the unique and the engaged.
Future Trends Leading Technologies – Society of Government Travel Professionals
September 9, 2010 By Leave a Comment
Individualization of Travel – ITB Berlin Convention
March 13, 2010 By
Text of opening remarks by Robert Cole when moderating the Individualization of Travel panel on March 12, 2010 on Marketing & Distribution Day at the ITB Berlin Convention. Key takeaways included travel is both an intensely personal and highly social experience. It is also a very complex multi-step process. A massive quantity of potential options exist, as well as dramatically different personal decision making processes. Now, social media now enables a transition from mass broadcasting brand messages to establishing relationships with customers and interactively communicating.
Multiple Persona, Trip-centric Travel Has a Name – EveryYou
October 21, 2009 By 4 Comments
Travel is a complex process that differs significantly from other online purchases. Traveler destination, hotel, airline and travel itinerary selection decisions are not only highly personal in nature, but also may be based on very different criteria depending on the nature of the trip being planned. By applying multiple persona marketing concepts against specific trip-centric attributes provides a multi-dimensional traveler profile that is far superior to conventional frequent traveler information maintained by online travel sites, hotels, airlines and car rental companies. EveryYou is the term given to the concept by blogger Tim Hughes in a presentation prepared for the Web In Travel Conference at ITB Asia in Singapore.
