Building operator capability in 2020
Talent, digital marketing and our industry’s changing ‘face’.
The tourism industry is transforming across a number of areas. Key operator challenges include the changing tourism workforce, leveraging digital for online sales growth, keeping up with customer service expectations and the increase of Non-English speaking travelers. Delivered by four experienced industry experts, Tourism Transforming is an interactive 3-hour workshop that aims to build capability and knowledge for operators in these areas.
Operators will gain a deeper understanding tourism’s resourcing challenges, learning practical tips on how to be an attractive employer and create a strong employer brand. They’ll discover how to embrace and leverage online travel research and booking trends, creating their own road map to online success during the workshop. We’ll explore how to turn more website visitors into bookings by improving customer service via AI chat bots. We also delve into the changing ethnic composition of both domestic and international travelers, covering key ideas on promoting to these markets as well as ways to improve their visitor experience.
Delivered on demand, throughout New Zealand.
MEET THE PRESENTERS
Alex Dykman
Maverick Digital
Embracing digital for tourism in 2019
Online travel research and booking behaviour is changing every year. Alex will focus on shedding light on the current online booking eco-system, sharing insights on:
- Using the online travel research funnel to guide all digital activity
- Leveraging content to achieve stronger Google visibility
- How to create the framework of a digital strategy to drive direct sales
Tony Boot
BTM Marketing
Promoting to and handling Non-English Speaking Markets
Delivered by Tony Boot of BTM Marketing
New Zealand’s ethnic composition, as well as our inbound markets, are changing rapidly in line with worldwide trends. Tony will provide key insights into the changing ‘face’ of tourism, as well as focusing on:
- Promoting to Non-English speaking markets: Fulfilling needs rather than
selling product - Maximizing the customer experience
for these markets - Multi-lingual apps for tourism operators
Dylan Rushbrook
Tourism Talent
Attracting and Retaining Talent
People and skills are one of the largest single issues facing New Zealand tourism. Dylan will focus on giving operators a snapshot of current and future resourcing issues before sharing tips on:
- How to be an attractive employer?
- How do you create a strong employer brand?
- What are candidates looking for from an employer?
- How the changing workforce can become a significant contributor to the future growth of tourism
Letitia Stevenson
Yonder HQ
Lifting customer service through chat
Traveller behaviour is changing all the time. Letitia will share some recent research around traveller communication trends and shed light on best practice in digital customer service.
- Latest trends in traveller digital communication habits
- Leveraging chat to build a better digital customer service experience
- Explore how New Zealand tourism operators are using chat to increase customer satisfaction and reduce costs
- Christchurch NZ
“The Tourism Transforming team offered real-world, specialist industry advice to our tourism operators. We found the workshop to be practical and forward-thinking, with concepts able to be applied to all sizes and types of tourism businesses. We would recommend this to anyone looking to provide their members with an opportunity to up-skill in all things talent, digital and inbound markets.”
Loren Heaphy
General Manager
Destination and Attraction
