When Travel Marketing Conferences Falls Short
I went to the recently held, high-powered Association of Travel Marketing Executives (ATME) 2011 conference eager to pick up the latest in travel trends, and come back with content for an article on the forward-looking state of travel.
Half way through the two day meet I began to feel I wasn’t getting what I wanted.
Nothing was sticking.
That was confusing because the roster was star-studded; the wunderkinds of travel’s social media world and executive classes were all presenting.
And there were familiar names like Henry Harteveldt, VP and Principal Analyst at Forrester Research and Susan Black from American Express Vacations.
So what happened.
Like so many events, media lunches, webinars and the like, I sensed a disconnect between the audience and the speakers.
The same problem exists in churches and in lecture halls where one or more people in authority are on a raised dais and “the people” are sitting below being talked to, with no opportunity to disrupt the proceedings with real-world questions, or expressions of business concerns.
How could the speakers, however gifted, possibly have a “feel” for where the audience was?
They were involved in their presentations and seemingly a mile away from the audience.
The powerpoints and slide shows were impressive but the data was simply overwhelming and unconnected.
• We learned that there was a 74% increase on mobile bookings from 2010 to 2011.
• That 30% of all travel queries come from mobile devices.
• That tablets are the fastest-selling consumer device in history.Continued on the next page