My insights into the ITB travel show: day 3

Read about day one here.

Read about day two here.

On day three I mainly focused on meeting fellow attendees and networking, but I did attend a few talks:

The first was a fascinating talk on the future of luxury tourism. The panel included a cruise analyst who focused on high-end luxury cruises and shunned “mainstream” cruises and a businessman from South Africa who insisted you could create luxury from nothing by taking people out into nature, keeping things simple and getting back to basics. It was debated whether companies like Secret Escapes are even luxury if they have such low price tags. The panel generally seemed to agree that the word “luxury” is abused in the travel industry.

I then attended a talk on blogging and how DMOs work with bloggers. The general gist was that bloggers do get paid, but the expectation is then that the content is owned by the DMO and they can do with it as they please. The DMOs on the panel stressed that bloggers need a large organic following for this to work as the benefit of collaborating with bloggers over any other marketing expert is that a blogger will create exposure and distribute their content, which isn’t always a given with other marketing professionals.

My last talk of the day was on the sharing economy. Are companies such as Airbnb really dominating the industry? “No” was the response from Wouter Geerts at Euromonitor, who had analysed the market and was presenting his research. He suggested three ways to counter the sharing economy:

  • Hotels have done a great deal of lobbying against Airbnb and even seen success in New York and Barcelona.
  • Marriott have created a lower-end brand called Moxy. These hotels feature tiny bedrooms but their lobbies are designed in such a way that encourages socialising.
  • Hyatt has teamed up with Onefinestay (a company similar to Airbnb offering high-end accommodation) and Wyndham with Love Home Swap (a home-swapping service) in an effort to get in on the sharing-economy action.

He also presented other examples of the sharing economy in travel, such as the company that rents out your car while you go on holiday. You save on airport parking and make a commission on the rental. The company also cleans your car before returning it to you. Personally, I would be a little worried about renting my car out to any old Joe Bloggs, but each to their own!

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2 thoughts on “My insights into the ITB travel show: day 3

  1. Pingback: My insights into the ITB travel show: day 1 | Hannah Keet

  2. Pingback: My insights into the ITB travel show: day 2 | Hannah Keet

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