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ITB Marketing and Distribution Day

Category
Future, Hospitality, Marketing

Date
March 11, 2016

Time
10:30 - 16:45

Location
Hall 7.1b, Auditorium London

The ITB Marketing and Distribution Day provides valuable know-how for innovative marketing and distribution strategies. The focus of this day of the convention is on keynotes from top managers, new findings about the important luxury travel market segment and the impact of the EU Package Travel Directive. Highlights include the presentation of the humanoid robot ChihiraKanae from Toshiba and the discussion of its application possibilities in the tourism industry; exclusive global study results from Travelzoo round out the avant-garde notion that touristic products will be very different in the future.

Hosted by:

Hans-Harry Bittner, Founder & Owner, Bittner International Training

Events

Speaker:
Hans-Harry Bittner, Founder & Owner, Bittner International Training

By the year 2030, over 1 billion additional people will be traveling with mobility use for travelers producing a convergence of retailing and location services. If one thing has been a constant in the travel industry, it is change. Today more than ever, significant events are transforming our industry at a pace never seen before. Millennials are replacing baby boomers as the dominant travel group and reshaping the way we think about hospitality and service. New technologies – from augmented reality to predictive technology – travel has both new opportunities and challenges. With 90% of the world’s population online, travelers judge their experiences by how much they feel like magic and if the experience doesn’t measure up – it will be quickly abandoned. Learn what disruptions have shaped our industry into the current state it is today and why seven years is the furthest we can look into the future due to the accelerated pace of change of technology innovation.

Keynote Speaker:
Greg Webb, Vice Chairman, Sabre

It is proven that different leadership competencies are required for a successful digital transformation. What are those competencies and how do digital transformation leaders differ from those of the "analog world"? In a study, global executive search and assessment firm Russell Reynolds analyzed competency profiles of successful Digital Transformation Leaders and came up with the so-called Digital Quotient (DQ). How do you find executives with a high DQ and under what conditions can they push the digital transformation of companies successfully?

Interview guest:
Georgia Stegmann, Member of the Global Digital Transformation Practice, Russell Reynolds Associates

Interviewer:
Prof. Dr. Roland Conrady, Scientific Director of the ITB Berlin Convention, University of Applied Sciences Worms

We are experiencing a paradigm change in established luxury markets: Luxury is increasingly being defined intangibly. Self-discovery, simplicity, authenticity, “slow movement” - instead of an opulent demonstration of wealth and influence. What are the real needs of the top-end traveler? How can tour operators, hotels, cruise ship companies and destinations successfully tap into this market segment full of opinion leaders? Where is the journey heading? How can the complexity of this topic be put into terms and definitions – and marketable concepts? What can be learned from best practice examples?

More information on luxury travel: www.itb-berlin.com/luxury

Introductory presentation:
(former) Abbot Daniel Schönbächler, Disentis Monastery

Moderated by:
Marc Aeberhard, Owner, Luxury Hotel & Spa Management Ltd.

Panel guests:
Dr. Ute Dallmeier, CEO, Windrose Finest Travel
Thomas P. Illes, Cruise Analyst, University Lecturer and Journalist
Brett McDonald, Managing Director, Flame of Africa
(former) Abbot Daniel Schönbächler, Disentis Monastery

The new EU Package Travel Directive has made a serious impact on the business of stationary and online travel agencies. However, many questions remain unanswered. When are travel agents subject to organizer’s liability, and what information are they obliged to provide? What could the bankruptcy protection rules be like, and when precisely does package travel come into existence during “click-through-bookings”?  How is the business travel segment affected? What leeway pertaining to the implementation of guidelines will be used by national regulators, and what new conflicts with previous legal rules can be expected? And last but not least: Will the guideline achieve a “level playing field” for both on- and offline providers? The answers of the panel guests will be a valuable orientation guide for European travel agents.

Introductory presentation:
Gerd Billen, State Secretary, Federal Ministry of Justice and Consumer Protection

Moderated by:
Nadine Kasszian, Editor, fvw
Klaus Siebert, Partner, Engels Siebert Lawyers

Panel guests:
Michael Buller, Chairman, Association Internet Travel Distribution VIR
Prof. em. Dr. Ernst Führich, Professor of Travel Law, University of Applied Sciences Kempten
Dr. Dietrich Kressel, Head of Legal Affairs, TUI Deutschland AG, Chairman of the DRV Legal Committee
Stephen Mason, Senior Partner, Travlaw LLP, Editor Travel Law Quarterly
Prof. em. Dr. Klaus Tonner, Professor of European Travel Law, University of Rostock
Mark van der Wal, Founder & CEO, TradeYourTrip

Few Industry 4.0 topics are as spectacular as robots. But what can robots really do - and do they really look and act like humans? Look and see for yourself, and reach your own conclusions at the global travel industry’s first live demonstration of a humanoid robot.

Interview guest:
Robot ChihiraKanae, Toshiba Corporation

Interviewer:
Prof. Dr. Roland Conrady, Scientific Director of the ITB Berlin Convention, University of Applied Sciences Worms

Toshiba

There are already pilot studies involving the use of robots in hotels. In the future, will robots be able to completely replace service staff, or will they complement their human colleagues? Will the use of robots increase product or advisory quality? Can the use of robots reduce costs and increase efficiency? What will the use of robots lead to – and what plans do technology giants like Toshiba have for the service industry? Can lower costs and service improvements actually lead to competitive advantages? What can we realistically expect from robots?

Interview guest:
Hitoshi Tokuda, Chief Specialist, Marketing Strategic Office, Research & Development Division, Toshiba Corporation

Interviewer:
Prof. Dr. Roland Conrady, Scientific Director of the ITB Berlin Convention, University of Applied Sciences Worms

Introductory presentation:
Hitoshi Tokuda, Chief Specialist, Marketing Strategic Office, Research & Development Division, Toshiba Corporation

Toshiba

The use of robots is well and good – the decisive factor is how the customer perceives them. Travelzoo presents the results of the first global study about customers’ acceptance of robots and other technological innovations. Based on a comprehensive customer survey conducted in nine important countries in Europe, America and Asia, the situations in which tourists would or would not accept robots could be determined. There were clear differences among the different customer segments.

Speaker:
Richard Singer, President, Travelzoo Europe

Distribution channels and advertising are often optimized by travel companies. But what is decisive, in the end, is whether the travel product truly satisfies the needs of future customers. That’s why they take vacations, for “the real thing”. In addition to relaxation, tourists increasingly want happiness and well-being. The latest research results show how vacations affect happiness and well-being, thereby providing criteria for the optimization of travel products and marketing communication. Findings from the latest happiness research, which will be presented, are also valuable for the global travel industry.

Speaker:
Prof. Dr. Martin Lohmann, Managing Director, NIT New Insights for Tourism, Forschungsgemeinschaft Urlaub und Reisen e. V., Leuphana University of Lüneburg

The gloves are off. Industry thought leaders Doug Lansky and Ted Sullivan are going head to head, debating the core elements that will shape the future of tourism. Don´t miss this lively and thought-provoking exchange of ideas (and maybe fists) as Lansky and Sullivan battle it out on ITB´s biggest stage. The audience will pick the winner of each round.

Speakers:
Doug Lansky, International Tourism Thought Leader, Keynote Speaker, Travel Journalist and Author
Ted Sullivan, Vice President of Tourism and Resort Analytics, ADARA