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ABTA Ltd | 30 Park Street, London, SE1 9EQ| abta.com/events | [email protected]
THE MILLENNIAL MARKET IN TRAVEL Thursday 22 June 2017
Central London Agenda
09:30 Registration, tea and coffee
10:00 Welcome from the conference moderator
10:05 Distinguishing the Millennial
Who is the Millennial traveller
Millennial digital passion points
Changing habits across media
Online research and buying habits
Ruairidh Roberts, Industry Head, Travel, Google
10:40 Marketing to the Millennials
Understanding why authenticity and brand engagement are key
What drives this demographic to their favourite website?
How to show them your brand personality
What key messages do you need to get across?
Social media and personalised content
How this group use peer advice
Practical tips on how to reach this audience
11:10 How to use social media campaigns to target Millennials
Around the world with Instagram stories
Cultures of contribution: User Generated Content
Influential social marketing: The Ultimate 49
Mitzi Wilson, Social Media and Content Lead, Topdeck Travel
11:30 Tea and coffee break
11:55 How travel brands can work with digital influencers, such as travel bloggers, to reach Millennials
What is a digital influencer?
Why would travel brands work with digital influencers?
Examples of awesome influencer and brand collaborations
How to find the perfect influencer to work with
Monica Stott, Founder, The Travel Hack
12:20 Trends and travel habits – panel session
What trips are Millennials taking?
What’s important for this demographic?
The importance of peer influence
Monica Stott, Founder, The Travel Hack Jadwiga Kozubek, Associate Director, YouGov Will Jones, Managing Editor, gapyear.com
12:50 Lunch
ABTA Ltd | 30 Park Street, London, SE1 9EQ| abta.com/events | [email protected]
13:40 Welcome back
13:45 From Research Insights to Millennial Engagement – new insights around Millennial travel booking habits
Discuss how to successfully leverage data to capture your target audience
Understand the new digital traveller landscape
Explore booking behaviours along the customer purchase journey
Andrew van der Feltz, Senior Director of EMEA & APAC, Expedia Media Solutions
14:10 Case Study: VisitBritain Launches Interactive Video Campaign to Engage with Millennials
Learn about VisitBritain’s new international campaign
Why this personalised, interactive experience resonated with Millennials
Understand how innovative technologies can be used to generate awareness
What are the campaign’s results to-date and key learnings?
Andrew van der Feltz, Senior Director of EMEA & APAC, Expedia Media Solutions
Carol Dray, Commercial Director, VisitBritain
14:35 The family Millennial traveller
14:55 Tea and coffee break
15:20 Millennial mind-sets: inside the minds and backpacks of today’s young adventurers
Find out what the term ‘adventure’ really means to Millennials
What motivates Millennials to travel where they do – and what can’t they leave behind?
How to use feedback to tailor holidays to this demographic
Brian Young, Managing Director, G Adventures
15:45 Bleisure travel – embracing the Millennial mind-set to benefit both travellers and your organisation
Bleisure – Buzzword or genuine trend?
Blurring the lines – you can mix Business and Leisure
Millennial mindset – travellers expect flexibility
The benefits of building Bleisure into your travel policy Nicholas Dewey, Director, Global Sales – EMEA, BCD Travel
16:10 What does the future hold - a panel discussion
Exploring why Millennials and GenZ are the future of travel and how this can influence the way you sell holidays
16:40 Close of conference
This is our draft agenda and content or timings may change.
Please note this document is confidential and is not for distribution.
REGISTER NOW
ABTA Ltd | 30 Park Street, London, SE1 9EQ| abta.com/events | [email protected]
THE MILLENNIAL MARKET IN TRAVEL
Thursday 22 June 2017 Central London
According to ABTA research, travellers aged under 35 take more foreign holidays than any other age group. In a world of social media, evolving technology and the sharing economy, this one-day conference will explore how to connect with these Millennials and meet their travel needs.
It will look at how they are reshaping the travel industry and how their requirements for holidays differ from those of other generations. This conference will give you the tools and knowledge to improve how you are communicating with this 18-34 year old demographic.
Discussions will focus on how to ensure you are reaching an audience that will influence the industry for years to come and how to secure loyalty among this powerful group.
Sessions include:
How to market to the Millennial - what do they want and how can you reach them?
Current trends within this demographic
How to use feedback from Millennial’s to tailor holidays to them
Why Millennials will disrupt the future of the travel industry
How to meet the needs of the Millennial traveller and improve their customer experience
Benefits of attending:
• Learn how to think differently and get into the mindset of a Millennial • Understand the needs, expectations and habits of this group and how to tailor your product offering • Listen to the experts inside and outside of the travel industry discussing how to reach the most influential
generation in the UK • Discover how to make your organisation worthy of online conversations • Share experiences with your peers who are facing the same issues as you
Who should attend?
Travel organisations who are involved in the selling of holidays to the 18-34 year olds, or those looking to broaden
their market into this area. The conference is designed for large and small companies, including the following teams:
Directors, CEOs and senior managers
Customer insight teams
Marketing teams
Digital marketing teams
Strategy/Analytical teams
Operations teams
ABTA Member/ABTA Partner rate: £245 plus VAT Non-member rate: £365 plus VAT
REGISTER NOW