ABTA Ltd | 30 Park Street, London, SE1 9EQ| abta.com/events | events@abta.co.uk

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 | events@abta.co.uk

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.

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ABTA Ltd | 30 Park Street, London, SE1 9EQ| abta.com/events | events@abta.co.uk

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