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Statement by ITB Berlin Vice President Dr. Martin Buck on combining marketing channels

January 27, 2014 Trade Events No Comments Email Email

ITB Berlin Vice President Dr. Martin Buck advocates closely combining the marketing channels used by tour operators – new ITB Summit on omni-channel marketing on the eve of ITB Berlin 2014

In recent years there has been a paradigm shift in the travel industry. Before travellers actually go on holiday they deal with a host of different channels such as the internet, smartphone apps, traditional media and travel agencies. For the travel industry this means that it must coordinate the information and products it offers to an even greater degree. According to Dr. Martin Buck, the Vice President of CompetenceCenter Travel & Logistics at Messe Berlin, in future travel companies will have to place a greater focus on their customers and tailor their marketing activities to their needs. “Today the path a customer takes before ultimately booking a trip is no longer difficult to understand. Big data offers a wealth of information, helping to better understand customer behaviour. This helps to significantly improve the dialogue with the customer and enables the travel industry to tailor its products accordingly, which in the medium term can potentially boost sales.”

At the same time tourism marketing methods were changing, he added. According to Dr. Martin Buck, digital omni-channel marketing has combined the various methods of addressing the customer to a greater degree than the previous model of multi-channel marketing. “For the tourism industry, rapidly developing omni-channel marketing instruments such as real-time advertising and user centric marketing are becoming more and more important. Mass media such as television and publications have generated a wide range of hybrid online and offline instruments which are of increasing interest to the travel industry.“ These changes would significantly influence the way in which the travel industry conducted its online marketing in the future, he added.

On the eve of the world’s largest travel trade show ITB Berlin 2014 will place a special focus on omni-channel marketing by devoting the first ITB Summit to this key topic. Among those taking part on 4 March 2014 from 2 to 6 p.m. will be Facebook’s Head of Travel Lee McCabe, who will talk about the prospects for social media securing new customers. Rounding off the programme will be a thought-provoking discussion round in which members from various parts of the media will discuss the future of marketing communications. Jürgen Scharrer, editor-in-chief of Horizont, will moderate the ITB Summit. ITB Berlin has extended exclusive invitations to this event. Applications to attend are still possible and can be made emailing summit2014@itb-convention.com

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