Skylight Intelligence sponsored the 2019 Pacific Travel Association (PATA) Seminar hosted by ITB Berlin on March 7th, to support our partner Twenty31 Consulting, a featured panel participant. Geared at travel and tourism industry professionals, the seminar was a two-part insights forum, themed “Leveraging Best Practice Branding and Marketing to Attract Higher-Value Travel Consumers.”
The panel we sponsored, together with Twenty31 Consulting, was part of our ‘Tourism Leadership Series’ and took a deeper dive into the event’s theme to focus on “Leveraging Destinations Brands to Attract Higher-Value Travel Customers.” Using data from our just-released brand report TRAVELVIEW, which is available for purchase on global, regional or custom levels now, the panel explored the business case for strong destination brands, including how tour operators can align their product, experience and methods to measure brand impact.
With the ongoing disruption in digital technologies, travel consumers around the world are increasingly empowered in the travel path-to-purchase, with the ability to view, research and engage directly with accommodation and transportation providers, attractions and in-market tour operators. This industry shift has resulted in a highly competitive environment for destinations. Brands, and specifically how destinations position their unique selling points, are becoming increasingly important, as well as key for tour operators to align to. Twenty31 Consulting’s panel of the two-part forum, aimed to answer:
- Why is it important for a destination marketing board to evaluate its brand?
- How often should destinations refresh their brand positioning? Why?
- With travel consumers increasingly bypassing a destination marketing board’s owned marketing and communications assets and going direct to tour operators and tourism suppliers, what role should a DMO/NTO play in promoting its brand?