Skylight Discusses Future of T&T at WTM and CNP

Skylight Intelligence traveled overseas this month to exhibit and present at two major industry events, World Travel Market (WTM) London and City Nation Place (CNP).

World Travel Market

From November 5th to the 7th, Skylight attended World Travel Market London to share new insights with the travel industry.

Rhett Skelton, Executive Vice President at Skylight, and Oliver Martin, Partner at Twenty31, kicked-off the company’s presentations in a joint session titled The New-Era of Destination Branding: Staying Authentic, Relevant & Alluring. The session explored why traditional destination branding is shifting and what organizations can do to keep up by remaining authentic, relevant and alluring to travelers.

Joe Naaman, Executive Vice President at Skylight Intelligence then spoke in a panel led by Oliver Martin titled Leveraging Destination Brands to Attract Higher Value Travel Consumers. He discussed the business case for strong destination brands; how tour operators can better align their product and experience offerings; and several methods for measuring impact.

City Nation Place

At the 2018 City Nation Place Global annual forum for place branding and marketing professionals on November 7th and 8th, Skylight shared new data-driven place branding strategies in a joint breakout session led by Rhett Skelton and Greg Klassen, Partner at Twenty31 and former head of the Canadian Tourism Commission, and Jason McGrath, Senior Vice President at IPSOS Global Reputation Centre.

The joint breakout session discussed tactics for implementing an analytical approach to place branding and using traditional, new and emerging research techniques and tools to direct an organization’s vision and measure progress. Real examples of place branding in action were reviewed and Skylight shared information about TRAVELVIEW, a global and regional brand assessment that helps DMOs develop a competitive marketing strategy to make their destination stand out.

For questions or to keep the conversation about the future of the travel and tourism industry going, contact us.