Digital Vs Traditional Marketing in Travel and Tourism – Do or Die?

Wednesday 4th November 2015 World Travel Market, ExCeL, London

3.30 – 4.30, South Gallery Rooms 21+22

Synopsis: From the destination level down to the personal, travel industry marketing is being shaken up by continuing and rapid developments in digital technology. Is traditional marketing on its way out? Should National Tourist Boards focus on encouraging bloggers to provide digital content? Are TV and radio ads as effective with the rise of on-demand TV? Does digital marketing provide a generally cheaper, more targeted and easily monitored marketing solution? Campaigns need to work across a range of platforms and devices – tablets, for example, are of growing interest as they are used for all stages of travel planning, booking and sharing and research also shows that they are more effective in advertising reach than smartphones. Our panel of industry experts from digital, traditional and media buying worlds will debate these important questions – a session not to be missed by industry leaders, National Tourist Offices, destination managers, Tour Operators and the like. Organised by: The Tourism Society is an organisation for people working in tourism and travel, including educators and students, and others interested or involved in the visitor economy across all its sectors worldwide. We aim to enhance our members’ professionalism, knowledge and understanding of the industry through:

regular meetings held throughout the UK

publication of our quarterly journal, ‘Tourism’

providing networking opportunities and access to an extensive database of industry colleagues

increasing awareness of the economic, social and cultural benefits of tourism

providing signposts to better business opportunities and education and careers support Sponsored by:

Chair: Hayley Beer-Gamage, Chief Executive of Experience Oxfordshire

Hayley has 15 years’ experience in a variety of destination management roles across both Oxfordshire and the Cotswolds/Gloucestershire counties. She is currently Chief Executive of Experience Oxfordshire, the lead organisation for promoting and developing leisure, business and cultural tourism in Oxfordshire. Prior to that Hayley was Director of Oxfordshire Cotswolds tourism services and has represented Local Authorities and destination management in various capacities including being a Director on the board of Tourism South East (TSE), Chair of the South East Destination Managers Forum and Vice Chair of the former DP:UK Rural South. Hayley is a qualified and experienced marketer who is absolutely

passionate about continuous improvement in destination management and raising the profile of tourism and the visitor economy as a vitally important sector in this country. She was elected to the Tourism Society board of Directors in 2012 and took on the role of Vice Chairman in 2013. Panel: Bruce Martin is the Managing Director of Ginger Juice, a social media agency specialising in travel &

tourism. Ginger Juice delivers social media strategy, community management, smart social advertising and coaching services. Clients include World Travel Market Latin America, VisitEngland, Motel One & Holiday Taxis – as well as niche tour operators, luxury hotels and online travel agencies. Bruce is also the co-founder of ‘Travel Gossip’, the UK’s largest and most influential online community for the travel industry, with over 5000 Facebook group members. Bruce has previously worked in digital marketing within travel and was instrumental in the successful launch and development of OTT, the multi-

award winning provider of travel eLearning courses. He has also worked in travel recruitment & tour operations. Bruce has spoken on social media at many events during 2015 including Arabian Travel Market, Visit USA, Barclays Travel Forum and Elite Travel Conference.

Tracey Poggio, ANTOR Chairman, UK Head of Media & Marketing Gibraltar Tourist Board

Tracey has worked in the travel industry for over 20 years, having started her career in the marketing department of a specialist tour operator before joining city PR company PGC. In 2000 she was a founding Director of Internet PR Company dotcom PR, which before it was sold was awarded Docklands Business Club Company of the Year, for its developments of online PR techniques and e-strategies. As a Gibraltarian, Tracey has worked extensively throughout her career with the Government of Gibraltar and since 2002 has headed up its UK tourism marketing team. Since 2006 she has been the Chairman of the Association of National Tourist Office Representatives (ANTOR), having been its vice-Chair from

2004-2006. In this capacity Tracey represents the Associations 60 member countries on the WTM Advisory Council. Michael Turtle, Time Travel Turtle travel blog

Michael Turtle worked for ten years in broadcast journalism in Australia as a national reporter at the Australian Broadcasting Corporation (ABC) and a producer at the Seven Network Australia. He started his travel blog, Time Travel Turtle, four years ago. His site takes a journalistic approach to travel writing and explores the unique aspects of destinations. It was named as the Best Lifestyle Blog 2014 by the Australian Writers Centre and has more than 75,000 readers each month. Michael works with destinations and brands to highlight travel

opportunities for visitors through strategic digital marketing campaigns. He believes that engaging content, authentic experiences and clear travel narratives is the key to a successful campaign. Charles Smith, VisitScotland

Charlie Smith was appointed VisitScotland’s Director of Marketing in October 2014. Charlie’s career has spanned 18 years working across marketing, sales, product management and digital transformation projects for large businesses such as BT, Orange, Vodafone, The Royal Bank of Scotland, AXA and most recently OVO Energy, a challenger retail energy brand. Charlie, who is from Edinburgh originally, also takes a keen interest in Social Enterprises and is a Non-Executive Director of SportInspired, an organisation

that aims to boost activity levels, confidence and life skills of young people across the UK and Ireland, through sport.