Air New Zealand, Tourism Australia, Melbourne Airport and more join the Mumbrella Travel Marketing Summit

Air New Zealand’s regional general manager for Australia, Kathryn Robertson, and Tourism Australia’s chief marketing officer, Lisa Ronson, will both join panels at next year’s Mumbrella Travel Marketing Summit.

Robertson will join Matt Fletcher, director for Brand USA ANZ, among others, on a panel discussing their first-hand experience promoting a USA in the midst of a shifting political and social climate to businesses and leisure travellers. Robertson has extensive experience in the airline industry, first for British Midland International and then Air New Zealand in senior roles across Europe, the US and Australia.

Tourism Australia’s Lisa Ronson and Air New Zealand’s Kathryn Robertson join the summit

Ronson, meanwhile, will sit on the panel exploring marketing to millennial travellers and how their behaviours have changed. She has 20 years’ experience across multiple national and global brands and a diverse range of industries including positions at Westpac and Carlton & United Breweries.

The Mumbrella Travel Marketing Summit takes place on April 12 in Sydney and will be followed directly after by the Travel Marketing Awards, which this year more than doubles in size to 19 awards. Tickets to the summit are on sale now and entries to the awards are currently open.

Joining Ronson on the millennial marketing panel is Pedestrian’s head of editorial, Josephine Rozenberg-Clarke, as well as YHA’s head of marketing, Janet McGarry. They will sit down with the already announced Vanessa Stavrou, head of marketing at Contiki.

YHA’s Janet McGarry and Pedestrian’s Josephine Rozenberg-Clarke will discuss marketing travel to millennials

The panel will take a deep dive into the behaviour and spending habits of millennial travellers and discuss how they are connecting with them and building lasting relationships with a demographic still on the edge of their formative years.

Also confirmed is a panel on marketing to the new Chinese tourist. Melbourne Airport’s chief of retail, Andrew Gardiner, will be joined by Yin Yu, co-founder and director, ReadySetGo China, and Andrea Plawutsky, director, AmplifyMe, to discuss how the needs of the Chinese tourist from planning to purchase and beyond have changed over time.

Chinese tourism in Australia has boomed. According to Tourism Australia, for the year ending September 2017, more than 1.3 million Chinese tourists have visited our country, a 12% increase year-on-year. But they have moved beyond the tour bus and are looking for experiences different to past trends.

The first speakers have also been announced for three additional panels.

Lisa Squillace Mumbrella Travel Marketing Summit

Lisa Squillace will talk about the new 7Travel offering and discuss disrupting the travel industry

Seven West Media recently launched 7Travel, and Lisa Squillace, Seven’s director of program partnerships who is deeply involved in the project, will sit on a panel discussing disruption in the travel industry. It will explore how an industry with so much history can be disrupted, where the disruption is coming from and what the results have been.

Lauran Quaintance, head of content at Storyation, will moderate a panel focusing on marketing to the traveller on the move. With a large number of travellers booking flights, accomodation and nothing more, there is a enormous opportunity for the industry to promote itself to consumers already rolling. This session will look at how it is done and who is doing it best.

Zoe Manderson, co-founder of startup Alpaca, will also join the summit on a panel tackling the challenging topic of tourist dispersion. Alpaca provides interactive itinerary maps that get people exploring more of the world and Manderson will discuss with the panel the challenges and opportunities marketers have in trying to move tourists from the big cities into regional areas, especially in a country as large as Australia.

Prof Simon Darcy Mumbrella Travel Marketing Summit

Professor Simon Darcy of UTS will join the panel to discuss accessibility and travel

Meanwhile, Professor Simon Darcy of the UTS Business School at the University of Technology Sydney has also been confirmed to participate in the panel addressing accessible travel and how the industry is marketing to a growing number of travellers with disability.

The Mumbrella Travel Marketing Summit will take place on April 12 in Sydney. Tickets can be purchased here.


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