Gain actionable insights on how to retain current travelers, win back former travelers and create strong relationships with new travelers.

Acxiom hosted a free continuing education workshop, on Thursday, October 29, in conjunction with the U.S. Travel Association's Marketing Outlook Forum. During the session, travel industry experts explored the latest interactive marketing strategies that are critical to travel industry growth.

PRESENTATIONS

8:45 am	Presentation - Regaining Travelers' Loyalty Henry Harteveldt, Vice President and Principal Analyst in Airline/Travel Industry, Forrester Research In this session, Henry Harteveldt will address why travel brand loyalty has decreased by 19% since 2006. Leisure travelers in 2009 have every reason to be disloyal. Why? More travel products and options for travelers to choose from, virtually no incentives for travelers to remain loyal and increased transparency from travel-focused social media sites. Nevertheless, brand-loyal leisure travelers are still an attractive audience for travel marketers and brand strategists to pursue. Henry will discuss how to reach these loyalists.
9:55 am	Presentation - Collaborative Targeting in the Travel Industry Josh Herman, Global Multichannel Marketing Services Innovation Leader, Acxiom Josh Herman, Acxiom's Global Multichannel Marketing Services Innovation Leader, will discuss the value of targeting the right consumers... the "Who" with a multi-channel approach to your marketing spend. Keeping in mind that not all consumers are created equal, Trey will explore how Collaborative and Addressable consumer targeting techniques deliver the most valuable "Who" to your doorstep or web site. Click here to view the presentation (2.8mb)
10:35 am	Presentation - U.S. Travel Association's Marketing Outlook Forum Mobile Messaging Josh Herman, Global Multichannel Marketing Services Innovation Leader, Acxiom Josh Herman, Acxiom's Multichannel Marketing Innovation Leader, will debunk some mobile marketing myths and draw parallels to mobile marketing and the core marketing activities travel marketers are already doing. In this session, we'll discuss details about the mobile marketing program the conference members experienced throughout the week in Little Rock. Josh will touch upon real-world mobile learnings in the travel industry and the business-model implications CVBs have in the mobile channel. Click here to view the presentation (1mb)
11:15 am	Presentation - Increasing Traveler Loyalty Using Customer Data Mark Cross, Director of Multichannel Product Marketing, Acxiom Mark Cross, Acxiom's Multichannel Marketing Solutions Leader, will discuss the use of consumer insight to build relevant conversations with customers. Mark will provide case studies from the travel industry showcasing organizations that have taken a customer centric approach to marketing and achieved significant improvements in loyalty and profitability. Click here to view the presentation (1.2mb)

SPEAKER

Henry H. Harteveldt is Vice President and Principal Analyst for Forrester Research. He helps travel industry eBusiness & Channel Strategy professionals worldwide understand and anticipate how technology will affect the way they market, sell, and distribute their products and services. He joined Forrester in January 2000 to lead the worldwide travel industry practice. Named one of the 33 most influential people in the travel industry by Travel Weekly magazine in November 2007, Henry is a regular commentator in broadcast and print media. Henry's travel industry marketing, planning, and distribution experience includes leadership roles at Continental Airlines, Fairmont Hotels & Resorts, GetThere, and The Trump Organization.

ACXIOM SPEAKERS

Josh Herman	Mark Cross

Click here to go back and learn more about the series.