The program for Mumbrella’s Travel Marketing Summit next Thursday 12 March in Sydney has been significantly revised following the impacts of the country’s severe bushfires and COVID-19 (coronavirus).The fires have crippled Australia’s tourism industry, with reports of cancellation rates of up to 60% in regions of NSW and Victoria, reportedly causing an overall economic damage of up to $1 billion.
Mumbrella says it has responded to this by dramatically altering the program.
Examining the crisis facing the tourism industry, the summit now begins with an all-new session featuring Hardhat co-founder Dan Monheit and Intrepid Group’s Louise Liang, revealing the intricacies of turning around behavioural biases.
Monheit and Liang will also use the session to outline how to pivot irrational human behaviours into better ads, more sales and outstanding customer experiences.
Recovery Stage added to the program
The summit has also added a dedicated Recovery Stage, filled with sessions discussing the ramifications of the fires and COVID-19.The stage includes a new special panel featuring Sefiani founder Robyn Sefiani, Roadtrip for Good creator Zoë Manderson and Tennis Australia’s chief insights and marketing officer Josie Brown. The trio will discuss the effects of the crises, particularly the bushfires, from a range of angles and elaborate on the actions that each undertook.
In addition, SATC’s Brent Hill will address his bushfire response on the Recovery Stage. Originally slated to speak about SATC’s Old Mate campaign, Hill will now outline the quick thinking and execution required to bring the #BookThemOut campaign to market.
The campaign was in response to Kangaroo Island losing over 52,000 livestock and 30% of the Adelaide Hills wine region being destroyed, among other devastation.
Gordy Bane of 10 Travlr has also revised his session, taking to the Recovery Stage to explore the reshaping of the travel industry. Bayne will openly discuss the current issues, the changing perceptions of travel suppliers and the customer concerns that are most challenging in a fragmented marketplace.
In what will be a crucial year for the industry, he’ll share 10 Travlr’s plans and how he sees them playing out.
Additionally, MyTravelResearch.com’s Carolyn Childs will now discuss the role of purpose in a new and difficult environment for tourism brands. She’ll detail the opportunities, engage the audience and explore the value of brand purpose to Australian travel brands at the moment.
A new initiative for the Mumbrella Travel Marketing Summit
For the first time ever, Mumbrella will run a series of round tables during lunch to foster discussion and allow delegates to develop new relationships.
Four round tables have been arranged. Destination NSW’s Jan Hutton will lead a conversation on tourism in the state, ReadySetGo China’s Yin Yu will host a table on Chinese Tourism, Andrea Plawutsky representing Best Western Hotels Group will discuss regional partnerships, while Thrive PR and the Bushfire PR Alliance will be represented by Clare Basire on the final table to discuss PR and messaging.
The round tables will last for 20 minutes and numbers on each will be limited to ensure a small enough group for deep discussion.
Delegates interested in taking part in any of the round tables are required to reserve their place by contacting Mumbrella’s head of events, Carly Polifrone, on carly@mumbrella.com.au
Exclusive research confirmed
The final session added to the Mumbrella Travel Marketing Summit program will see FutureBrand CEO of Asia Pacific, Richard Curtis, revealing exclusive research on the travel trends that will shape the future.
Curtis will discuss some of the trends shaping the future of travel and identify which brands are best placed to prosper.
Mumbrella’s Travel Marketing Summit takes place next week on Thursday 12 March at the Four Seasons in Sydney. Tickets are available at mumbrella.com.au/travelWant to be in the luxury travel know? Subscribe to our free eNewsletter here to keep up to date with everything in the luxury travel industry.
