12-15 Oct 2020
ICC Sydney, Darling Harbour

Education Program

Wednesday 09 October

The trends we should really be paying attention to will be revealed in this eye-opening session. Carolyn Childs takes the stage to cover the results of detailed trend updates that have been conducted over the past few months: From the luxury gap year; turning last chance tourism into regenerative tourism; ephemeral experiences and philanthrotourism.

As some marketing channels decline in their relevance and impact for brands, influencer marketing has emerged as one of the more effective ways for luxury travel operators to reach their audiences. But gone are the days where influencer marketing was about getting a celebrity or socialite to post once about your product and then just hoping for the best. As influencer activity becomes increasingly elaborate, it’s vital for brands to understand the new rules of this important approach to marketing.

In this special live episode recording of The Destinationists, the podcast for the modern travel marketer, co-hosts Andrés López-Varela and Lauren Quaintance will speak with a panel of luxury travel experts to come to grips with those new rules of influencer marketing. They'll examine the rise of micro-influencers and what they mean for luxury brands, discuss the best ways to identify the right influencers, understand how influencer marketing can be leveraged in traditional media and unpack the best ways luxury travel brands can measure the impact of influencers.

Thursday 10 October

Our panel of experts will discuss the growing importance of bespoke and unique travel experiences for groups and individuals. This discussion will also focus on the significance of service standards and curating the “tailored” approach and how these can impact can influence a more exclusive customer experience.

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