Best Western and to present key sessions at the Mumbrella Travel Marketing Summit vice president of product and marketing, Lynn Qu, will fly in from Shanghai to present a session on true customer connection through data at the Mumbrella Travel Marketing Summit.

Qu will explain how the observation of basic analytics is enough to find trends in behaviour, but will also illustrate how makes use of the 50 terabytes of data it receives each day in an effective manner.

Qu will address best practice with data when it comes to travel marketing

She’ll provide case studies from the business on the surprising results that have been discovered through the use of AI while trying to understand the customer better.

The Mumbrella Travel Marketing Summit takes place in Sydney on April 11 with earlybird tickets ending soon.

Best Western Hotels & Resorts Australasia managing director, Graham Perry, has also been confirmed to start the day with a broad session outlining the key marketing drivers in travel and why they are the same today as they were 30 years ago.

Perry will look at travel marketing over the last 30 years and how it’s changed

He’ll focus on consumer insight, brand, scale, loyalty, travel technology and distribution as well as people, and illustrate why it is key to manage all of these areas efficiently using examples from his experiences across the industry.

Desjardins and McKay will reverse engineer campaigns based around design for influence

Asking the question, ‘is your experience designed for influence?’, is Klick PR founder and director, Kim McKay. She will be joined by The Guest Experience Map’s creator, Jesse Desjardins, and the pair will explore who is great at designing for influence and why it matters.

They will reverse engineer a range of experiences to illustrate what makes them great and how travel marketers can build from these insights.

New Young Consulting’s CEO, Bronwyn White, will also present at the Mumbrella Travel Marketing Summit, busting 10 prominent myths about travelling seniors.

She will focus on the over 55 market, outline why it is such an important category and how much they have to spend in travel, and reveal the assumptions that may be killing marketing strategies.

The Mumbrella Travel Marketing Summit will take place on April 11 in Sydney at the Four Seasons and the full program is available online now. Earlybird tickets can be purchased for a limited time here. It will be followed by the Mumbrella Travel Marketing Awards ceremony and gala dinner at the same venue. Tickets and tables can be purchased here.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.