March 13, 2010Text of opening remarks by Robert Cole when moderating the Individualization of Travel panel on March 12, 2010 on Marketing & Distribution Day at the ITB Berlin Convention. Key takeaways included travel is both an intensely personal and highly social experience. It is also a very complex multi-step process. A massive quantity of potential options exist, as well as dramatically different personal decision making processes. Now, social media now enables a transition from mass broadcasting brand messages to establishing relationships with customers and interactively communicating.
October 21, 2009Travel is a complex process that differs significantly from other online purchases. Traveler destination, hotel, airline and travel itinerary selection decisions are not only highly personal in nature, but also may be based on very different criteria depending on the nature of the trip being planned. By applying multiple persona marketing concepts against specific trip-centric attributes provides a multi-dimensional traveler profile that is far superior to conventional frequent traveler information maintained by online travel sites, hotels, airlines and car rental companies. EveryYou is the term given to the concept by blogger Tim Hughes in a presentation prepared for the Web In Travel Conference at ITB Asia in Singapore.
