CAMPAIGN SPOTLIGHT: Mobile is the future in travel marketing

The second annual 'Travel Marketing 2.0' event, organised by Campaign Asia-Pacific as part of its Spotlight series, featured speakers from Zanadu.cn, Langham Hospitality Group, Seoul Tourism Organisation, VisitBritain, e-Dialog Asia-Pacific, Air France KLM, fast:track, W Singapore and Groupon.

While more than 100 marketers from the hospitality industry listened in, experts provided practical advice and case-study examples about setting up mobile apps and mobile-enabled websites, generating business growth, increasing ROI and managing crisis through digital channels. 

The key message for the day was how digital channels, such as social media and mobile, are now playing an indispensable role in travel marketing. Marketers took home key learnings on how to use those channels to increase engagement with their customers, while building brand loyalty and containing crisis.

For example, Sean Seah, vice president for e-business, loyalty and partner marketing at Langham Hospitality Group, noted that the social media model the group is using employs three key functions: monitoring (listening to the ways customers talk), managing (talking in ways that customers want to listen), as well as maximising (create compelling conversations with customers).

Rosmalia Hardman, director of sales and marketing at W Singapore – Sentosa Cove, spoke about  mobile being a strong opportunity for hoteliers to drive customers to its website for direct bookings, and for that reason,  mobile marketing involves a comprehensive plan, separate from other advertising plans.

For detailed coverage of the days' event, check out the June issue of the Campaign Asia-Pacific magazine.