Did you get to follow today's jam packed first day of X. Festival 2022? If not, here's a recap on some of the day's highlights from todays first two themes Shifting Markets and Talent & Capability, with lessons learned from a fascinating roster of speakers and panelists.
Eva Satkute Stewart from YouGov kicked off the day with super valuable insights which help us understand how to identify opportunity in a challenging market.
Eva explains that marketers may have a tendency to segment with nuance, but this also risks leaving us with too heavily diluted media planning, where pitfalls exist. YouGov's data shows us how to identify broad segments segments showing propensity, for impact and scale.
Following insights from YouGov, we went on to explore Skyscanner's Horizon Report launched during X. Festival this report reveals some unexpected trends, giving pointers to valuable insights.
A bounce back to travel from all markets, whilst a huge rise in mobile searches, planning and bookings show us that consumers are seeking travel inspiration instantly, in any environment. Lastly, using data wisely to understand how to frame messaging and the brand proposition in a climate where propensity is high, yet consumers anticipate higher spend on travel and expect to cut-back in areas like destination spending.
Few would question the professionalism of Greece's hospitality sector, but great results are achieved through year round development work, explains Magda Peistikou, INSETE's Head of Learning & Development.
Did you know that as a result of active investment in strengthening the training offer for Greece's hospitality sector, INSETE achieve more than 94% satisfaction ratings with 2,500 yearly applications to join an extensive programme of training initiatives.
This session was packed with first-hand insights, from the importance of a title, the trending topics in-demand, to the shift in demand for soft skills development over traditional training areas.
We checked in with Lottie Norman, Director of Content Marketing at Contiki to learn about their incredible journey building an Alexa Skill, most recently with ProColombia.
This partnership was a true industry first, taking all the learnings from building the Alexa skill and going a step further by honing in on the specific needs when it comes to packing for a destination like Colombia.
The key to success? Creating an Alexa skill is not just about a tool, but a huge content opportunity driving strong PR and promotion thanks to the originality of the initiative, thus driving huge brand awareness and curiosity from travellers curious and potentially considering Colombia, not only those actively planning.
Starting our deep dive on everything people, we heard from Inga Rós Antoníusdóttir - VP of Growth at Sweeply about how this driven start-up is determined to digitalise those amongst who can only be described as 'deskless staff' - those on their feet staff forming the backbone of our operations.
We learnt about a 15% productivity loss through poor communication or simply confusion and how the entire sector can benefit from strengthening, digitalising and optimising operations with a more technology-enabled workplace environment.
How can we describe Sweeply? We here at X. Festival call it Asana for housekeepers. A tool that provides smart, automated planning, integrates with existing technology, makes scheduling fun and gives everyone transparency and clarity. For a sector feeling the squeeze right now, this is a great example of succeeding with digital transformation at every level within a business.
Three highly successful women Ewa Biging, Chief Operating Officer of Healing Hotels of the World, Claudia Roth, Founder of Soul Luxury and Lila Fox, Global Travel Advisor discuss their individual experiences and perspectives on what it takes to be a female leader today.
This deeply personal exploration of first-hand experiences, led by the DTTT's Ana Balaguer Sánchez, explores barriers, empowerment, self-reflection and confidence. Amongst truly individual experiences and opinions, a number of barriers all had in common.
Confidence is a killer and all three women talked about their journey of self-reflection, where overcoming barriers is often rooted in finding that confidence to lean-in, seize opportunities and be the true version of yourself.
Did you know you can advertise on Tinder? Marco Minicucci of Milano & Partners tells all on how their campaign concept 'Falling in love with Milano' started by targeting students in the first phase, before moving on to attracting start-ups later with a mix of tone-relevant campaigns leading to a 'crush test' and ultimately lead generation for the city's FDI team.
What started off as a campaign message "it could be just for a date" ended up being a full-scale takeover of the city of Helsinki, where the famous start-up event Slush became a target for a true love story, starting out on Tinder and TikTok.
Paul Rogers of Planet Happiness explains that if we're going to tackle the existential challenges we face today, it means we need to change how we measure. If we look at tourism as an engine for change and development, we can see that tourism is one of the largest employers in the world and is crucial to lifting people out of poverty but also bringing peace and prosperity through intercultural dialogue.
So what's the key to this? Wellbeing sits at the heart of a different approach to measurement, where if measured systematically to monitor change over time, Destinations can use their funding, programmes, brand and marketing activities to directly address weakness at a product level.
Meanwhile Women In Travel CIC Founder Alessandra Alonso explains how addressing the issue of opportunity for undervalued women in our industry requires we look at talent in its broadest possible potential, to look at it through the lens of potential, not track-record or work history, where discrimination isn't going to lead to bias and empowerment is actively encouraged.
That's a wrap for Day 1 of X. Festival 2022, Wednesday turns to Sustainability Champions where once again we'll have a huge line-up of rally inspiring speakers sharing their projects, ideas and experience on a wide range of reflections on this key topic driving change in our industry.
Don't forget, if you missed anything you can watch on-demand as a member or upgrade today with a 30 day trial, to get all of X. Festival 2022 on-demand and a lot more.
Eva Satkute Stewart from YouGov kicked off the day with super valuable insights which help us understand how to identify opportunity in a challenging market.
Eva explains that marketers may have a tendency to segment with nuance, but this also risks leaving us with too heavily diluted media planning, where pitfalls exist. YouGov's data shows us how to identify broad segments segments showing propensity, for impact and scale.
Following insights from YouGov, we went on to explore Skyscanner's Horizon Report launched during X. Festival this report reveals some unexpected trends, giving pointers to valuable insights.
A bounce back to travel from all markets, whilst a huge rise in mobile searches, planning and bookings show us that consumers are seeking travel inspiration instantly, in any environment. Lastly, using data wisely to understand how to frame messaging and the brand proposition in a climate where propensity is high, yet consumers anticipate higher spend on travel and expect to cut-back in areas like destination spending.
Few would question the professionalism of Greece's hospitality sector, but great results are achieved through year round development work, explains Magda Peistikou, INSETE's Head of Learning & Development.
Did you know that as a result of active investment in strengthening the training offer for Greece's hospitality sector, INSETE achieve more than 94% satisfaction ratings with 2,500 yearly applications to join an extensive programme of training initiatives.
This session was packed with first-hand insights, from the importance of a title, the trending topics in-demand, to the shift in demand for soft skills development over traditional training areas.
We checked in with Lottie Norman, Director of Content Marketing at Contiki to learn about their incredible journey building an Alexa Skill, most recently with ProColombia.
This partnership was a true industry first, taking all the learnings from building the Alexa skill and going a step further by honing in on the specific needs when it comes to packing for a destination like Colombia.
The key to success? Creating an Alexa skill is not just about a tool, but a huge content opportunity driving strong PR and promotion thanks to the originality of the initiative, thus driving huge brand awareness and curiosity from travellers curious and potentially considering Colombia, not only those actively planning.
Starting our deep dive on everything people, we heard from Inga Rós Antoníusdóttir - VP of Growth at Sweeply about how this driven start-up is determined to digitalise those amongst who can only be described as 'deskless staff' - those on their feet staff forming the backbone of our operations.
We learnt about a 15% productivity loss through poor communication or simply confusion and how the entire sector can benefit from strengthening, digitalising and optimising operations with a more technology-enabled workplace environment.
How can we describe Sweeply? We here at X. Festival call it Asana for housekeepers. A tool that provides smart, automated planning, integrates with existing technology, makes scheduling fun and gives everyone transparency and clarity. For a sector feeling the squeeze right now, this is a great example of succeeding with digital transformation at every level within a business.
Three highly successful women Ewa Biging, Chief Operating Officer of Healing Hotels of the World, Claudia Roth, Founder of Soul Luxury and Lila Fox, Global Travel Advisor discuss their individual experiences and perspectives on what it takes to be a female leader today.
This deeply personal exploration of first-hand experiences, led by the DTTT's Ana Balaguer Sánchez, explores barriers, empowerment, self-reflection and confidence. Amongst truly individual experiences and opinions, a number of barriers all had in common.
Confidence is a killer and all three women talked about their journey of self-reflection, where overcoming barriers is often rooted in finding that confidence to lean-in, seize opportunities and be the true version of yourself.
Did you know you can advertise on Tinder? Marco Minicucci of Milano & Partners tells all on how their campaign concept 'Falling in love with Milano' started by targeting students in the first phase, before moving on to attracting start-ups later with a mix of tone-relevant campaigns leading to a 'crush test' and ultimately lead generation for the city's FDI team.
What started off as a campaign message "it could be just for a date" ended up being a full-scale takeover of the city of Helsinki, where the famous start-up event Slush became a target for a true love story, starting out on Tinder and TikTok.
Paul Rogers of Planet Happiness explains that if we're going to tackle the existential challenges we face today, it means we need to change how we measure. If we look at tourism as an engine for change and development, we can see that tourism is one of the largest employers in the world and is crucial to lifting people out of poverty but also bringing peace and prosperity through intercultural dialogue.
So what's the key to this? Wellbeing sits at the heart of a different approach to measurement, where if measured systematically to monitor change over time, Destinations can use their funding, programmes, brand and marketing activities to directly address weakness at a product level.
Meanwhile Women In Travel CIC Founder Alessandra Alonso explains how addressing the issue of opportunity for undervalued women in our industry requires we look at talent in its broadest possible potential, to look at it through the lens of potential, not track-record or work history, where discrimination isn't going to lead to bias and empowerment is actively encouraged.
That's a wrap for Day 1 of X. Festival 2022, Wednesday turns to Sustainability Champions where once again we'll have a huge line-up of rally inspiring speakers sharing their projects, ideas and experience on a wide range of reflections on this key topic driving change in our industry.
Don't forget, if you missed anything you can watch on-demand as a member or upgrade today with a 30 day trial, to get all of X. Festival 2022 on-demand and a lot more.
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