Distribution, Bookings & Conversion
Master Your Online Booking Funnel (and Grow Your Direct Sales)
Presenter: Róisín O’Sullivan, COO, Walks
The digital marketing funnel is only getting increasingly complex as more customers shop online, last minute, and with more options than ever. Touching on search (paid and organic), social, display and the all-important landing page on your websites, this workshop will present actionable approaches and best practices to help you connect the right customer with the best available tour or activity you have to offer. Led by the digital marketing leader behind Walks’ growth, this workshop is a must for any operator serious about growing their direct online sales.
Who’s this for? Tour, activity and attraction operators with active digital marketing campaigns and direct online booking websites.
Working with Online Travel Agencies (so It Works for You)
Presenter: Olan O’Sullivan, CEO, TrekkSoft
Operator Perspectives: Christian Landis, General Manager, Best of Switzerland Tours; Peter Syme, Managing Director, 1000 Mile Journeys
Love them or not, most of us have to work them. Online travel agencies (OTAs) are growing rapidly and have big plans. So what’s your plan for them? This popular workshop walks through the essential topics to develop a smart and balanced distribution strategy, how to best work with different OTAs, and how to optimize your sales while avoiding over-dependence on any one distribution channel.
Who’s this for? Tour, activity and attraction operators currently working with or considering selling through OTAs or other third-party distribution channels.
Direct Online Bookings: Tracking & Conversion
Presenter: Oliver Nutzel, CEO and Founder, Regiondo
We live in a world with endless touch points. Reaching to customers at the right time at the right place is increasingly difficult, attention spans are low and there are many competitors out there. Mobile has changed the game, the way people book travel and activities are different today and tracking digital bookings and optimizing conversions should be the starting point for every operator out there in order to grow.
Who’s this for? Tour, activity and attraction operators with booking websites (mobile and desktop).
Marketing & Growth
Facebook & Instagram: An Audience Targeting Masterclass
Presenter: Martin Stoll, CEO, Sparkloft Media
The social media and advertising giants Facebook and Instagram are only becoming more and more important to trip planning – and thus travel marketers. Their audience targeting tools offer powerful opportunities for operators of Tours, Activities & Attractions to reach specific customer segments. This masterclass from social media specialist Sparkloft will review the essentials and best practices for mining these platforms and winning more customers.
Who’s this for? Tour, activity and attraction operators with active digital marketing campaigns on Facebook and Instagram.
Video Marketing Essentials
Presenter: Chris Torres, Director, Tourism Marketing Agency
Great video content has become a must-have for every tourism marketing, and especially for operators of Tours, Activities & Attractions. This hands-on session walks through the essential tenets of effective video marketing to reach those all-important mobile shoppers and bookings, and provides a practical roadmap to get you creating compelling, mobile-friendly videos to win more business and grow your bookings.
Who’s this for? Tour, activity and attraction operators who need to start doing more video marketing or want a check-up that they are following best practices.
Operations & Technology
The State of Connectivity (and the Truth about APIs)
Presenter: Christian Watts, CEO, City Sightseeing San Francisco
With the rapid rise of online and mobile booking, OTAs and other resellers, paper vouchers, phone calls and ticket printers are quickly giving way to extranets, APIs, mobile ticketing, channel management and more. This workshop walks through the essentials of connectivity in our sector, what an API really is, what you can expect, pitfalls to avoid, and the role of reservation and ticketing systems.
Who’s this for? Tour, activity and attraction operators seeking to understand technical connectivity for sales and distribution.
Get Your Pricing & Profits Right
Presenter: Lukas C.C. Hempel, Founder & Managing Director, bookingkit
Pricing your tour or activity is critical to attracting the right audience and ensuring you are profitable in a highly competitive landscape. But having the best price isn’t necessarily the lowest price, it’s about understanding your customers, the competition, and the ups and downs of demand. This workshop dives into pricing strategies and key pricing techniques that will help you develop the best pricing for your tour or activity taking into account the competition, customers, fixed and variable costs, marketing, and distribution.
Who’s this for? All tour, activity and attraction operators
Payments Explained: Everything You Wanted to Know about Payment Processing but Were Afraid to Ask
Presenter: Will Plummer, CEO & Co-founder, Trust My Travel
OTAs and digital marketing topics may hog the headlines, but when it comes to running your day to day, nothing matters more than getting paid. How you handle payments is a big issue. There is lots of complexity and potential costs, especially for tour, activity and attraction operators that accept and issue payments in multiple currencies, on multiple platforms, around the world. This workshop will cover all of the essentials — foreign exchange, online fraud, emerging platforms, mobile payments — and map out the best practices for tour and activity operators.
Who’s this for? Tour, activity and attraction operators that like to get paid.