Dealing with a crisis – Where Revenue and Marketing Meet
In this session, we will take a close look at local and global events that affect the travel industry.
From unforeseen natural disasters such as the devastating hurricanes sweeping the Caribbean and US, terrorist activity in Europe and the Middle East, and US travel bans; to positive, planned activities such as the Olympic Games and other sporting fixtures, all have one thing in common: their impact on the travel and hospitality industries.
Addressing the influence these activities have on a company’s brand, marketing and revenue, a series of guest speakers will take a deep dive into the subjects that matter.
Emilio Jose Ines Villar is Divisional Director for ForwardKeys, working with Destinations to help them to leverage key insights about the amount and specific characteristics of their past and future visitors. Emilio believes big data is key for destinations in order to thrive in an increasingly competitive and volatile environment. Through his long experience in the Travel industry, Emilio has had the chance to support major players in the Industry, from Air Manufacturers to Major Travel Agencies, currently focusing in delivering services to ministries of Tourism and Management organisations worldwide. He holds a Master Degree in Engineering from the Centro Politecnico Superior (Spain) and a MBA from the University of Hull (UK). ForwardKeys analyses more than 17m flight booking transactions a day, drawing data from all the major global air reservation systems and selected airlines and tour operators. This information is enhanced with further independent data sets, including flight search, plus data science to paint a picture of who is travelling where and when. ForwardKeys’ analytics are used by travel marketers, retailers, hotels, destination marketing organisations (DMOs), financial institutions, car rental companies, tour operators, online travel agents (OTAs) and other traveller-focussed businesses worldwide to monitor and anticipate traveller arrivals from a particular origin market at a specific time. This analysis enables parties to anticipate the impact of events, better manage their staffing levels, fine tune supply requirements, adjust and measure the effectiveness of their marketing efforts and anticipate future market trends.
Shauna Campbell – Director of Pricing and Operations Europe, has worked with IHG for over 15 years in Revenue Management and 20 years in total in the hospitality industry having initially studied Hospitality Management in South Africa. Shauna has previously roles include being Director of Revenue Management for the Managed portfolio working across The UK and Europe in all of IHG’s brands. IHG® is one of the world’s leading hotel companies with more than 350,000 people working across almost 100 countries to deliver Great Hotels Guests Love®. Our diverse portfolio of differentiated brands are well known and loved by millions of consumers around the world. We have the right hotel brand for both our guests and owners, whatever their needs.
Tourism Alliance – The Tourism Alliance seeks to establish and maintain a favourable operating environment for all businesses involved in the delivery of tourism, particularly in England.Our main purpose is to lobby government both in the UK and Brussels on the key strategic issues facing the industry.Our Members comprise leading Trade Associations and Destination Management organisations within the sector.
Panel discussion with questions from the audience later.
Book your tickets here :
Free for HMA/HOSPA Members
£10 + VAT for Non-Members