OTT looks ahead to 2020
OTT’s Vision 2020 Seminar brought together experts from the travel trade, marketeers, event specialists and destinations.
The fast-paced programme discussed some of the industry’s key issues through talks and Q&A sessions on the hot topics facing destinations, tour operations, airlines and other suppliers as we head towards the new year.
Presentations from OTT’s Vision 2020 came from both inside and outside of the travel trade, bringing insights from brand and email marketing specialists into the room. Speakers shared their insights on the issues which would have the biggest impact on the travel trade during the accelerated format presentations.
The morning was moderated by John Melchoir, Managing Director of Travel Group Consulting and was filled with ideas and updates from eight speakers. John announced the findings from the latest OTT survey, which had more than 400 responses. The survey found that 97 per cent of those surveyed said product training helped them to sell more. It also found that 90 per cent of agents enjoyed taking courses and agreed that supplier courses were a crucial element of their training.
Attention spans are in short supply
The presentations were kicked off by OTT Founder Julia Feuell who explained the importance of audience attention. In a technology-rich world, where attention spans are in short supply, Julia proudly announced that OTT had engaged 3.7 million attention minutes during 2018. She introduced the platform as having a wider role than for product training alone as an engaging marketing and media tool.
Founder of brand specialists the BoB Group and author of Brand Famous, Linzi Boyd, introduced the concept of 360 degree marketing. She explained to the audience the importance of purpose to a successful brand.
Trade marketing in the 21st century needs to emulate B2C marketing, according to Pip Casey, Regional Manager, Europe and UK for Tourism New Zealand. She explained how OTT had helped New Zealand create more awareness amongst the trade and added that 75 per cent of travel bookings were made through travel agents offering added value.
Travel agents are still thriving
Louise Honan, Product & Marketing Director for OTT, highlighted how travel agents were still thriving. She outlined developments from the OTT platform for 2020, including the ‘Company/Brand pages’ and explained how the platform connects partners to the travel trade.
James Skellington, Strategic Automation Consultant for Force24 spoke about the importance of email marketing to build your brand message, while Alison Ball, Events Director for OTT, introduced the events calendar for 2020 which provided opportunities for partners with the opportunity to meet agents face to face.
Karen Slater, Founder & MD, Inspire Me Travel explained how travel agents added value and expertise as well as excellent customer service. She outlined how OTT helped the trade to learn/know more about exciting new products available to the consumer.
Missed our seminar? Find links to all the presentations here