This session will offer a deep dive into the psychology of adventure travelers to highlight what motivates them to choose a destination and what excites them during trips. The first part of the workshop will dig into details about traveler profiles and lifestyles, along with the relevant marketing tactics that can be adopted to reach these travelers and inspire them to choose a Near East adventure. We’ll place particular focus on presenting marketing content, developing offers, and pricing.
In the second part of this talk, we’ll use behavioral insights as a foundation to discuss tactics for designing and delivering memorable adventures in the Near East. Delegates will hear ideas for how to plan and facilitate impactful experiences that make travelers want to return to this part of the world again and again. We’ll focus on emotional engagement, memory creation, and sense for impact. Delegates will also get ideas for weaving sustainability into the experience design. This session is intended for established tour operators interested in taking their well-established marketing and product design approaches to the next level.
For more advanced businesses, this workshop will focus on how to build effective stories for a brand or company, offering information on the practicalities of storytelling as a content marketing technique. Delegates will learn how to be a storybuilder, enjoying real-world travel photography and film examples that show how individual story components are used to emotionally connect with viewers.
Facilitated by seasoned photographer, tour operator, and educator Genevieve Hathaway, this session will give attendees the opportunity to learn about and experiment with elements of a good story. It will cover how to create emotional responses, develop characters, build brand identity into your story, and, perhaps most importantly, embed purchase drivers into any story to drive business from your story building efforts. This session is designed to have broad appeal to delegates from a variety of backgrounds — whether you represent a tour operator, destination, or media, the techniques presented will help you create and present stories that capture the hearts and imaginations of your audience.
Entrepreneurship and creativity are keys to moving away from the mindset that sustainable travel is only for luxury guests or that only donor-funded responsible tourism ventures can be successful. Using relevant and engaging stories to illustrate how small to micro-enterprises can overcome traditional excuses for not investing in responsible tourism practices, sustainable tourism business director Dave Butler and certified ecotourism consultant Irene Lane will guide delegates through an engaging exercise of practical solutions for common roadblocks.
Designed for adventure businesses at any level in the supply chain, this session will offer real-life lessons that are both useful and replicable for those wishing to implement a higher standard of responsibility in order to protect the people and places that rely on tourism to thrive.
This highly interactive session will offer research, role playing, and product development techniques that will help regional suppliers cultivate new adventure travel trade partners and reach end consumers. The session will open with a look at a statistical tool that analyzes key risk factors travelers may consider when thinking about travel to a new destination, such as medical risk, road safety, and travel security (which encompasses political violence, social unrest, and violent and petty crime). Using this statistical tool as a base, delegates will practice getting to the crux of a potential customer’s hesitation and share information that can help that person overcome specific objections.
Part two of the session will lay out specific steps tour operators can take to counter a negative brand image with one that is positive and inviting. Central to achieving this goal: creating an aspirational image that can be reliably delivered on and designing new products that directly challenge assumptions. The session will close with a look at how to wrap new products in marketing messages that speak to travelers’ deeper motivations, highlighting the most compelling benefits of the incredible adventure experiences to be had in the MENA region. This session is intended for new and mature tour operators wanting to hone their sales techniques and sharpen their product offering to address regional stereotypes.
In this hands-on session, tour operator and AdventureEDU facilitator Mike Brcic, shares the step-by-step content marketing process his company has taken to bring in more than 100,000 website visitors and earn tens of thousands of dollars in sales every month. Delegates will leave with tips, tools, and strategies to launch an effective content marketing strategy at their companies, whether they’re operating with zero budget or a $100,000 budget.
This session is intended for adventure travel companies who are either at the beginning stages with content marketing or looking for ways to improve their current strategies with a back-to-basics approach.
Special opportunity: If you’re interested in having your business examined as a case study during the session, you may submit your company name and URL (along with the URL of your blog, if you have one) to [email protected] for consideration. We’ll notify the company whose case is chosen prior to the event.
On a broad scale, technology is reshaping our existence: consider how we live our personal lives, now often heavily supported by social media platforms, to how we conduct business, in which online marketplaces connect us with products and services around the world in a range of formats – with a swipe on your phone. Technology’s sweeping impacts are sometimes felt before they are even fully comprehended, and business leaders often struggle to separate the pivotal, life-changing shifts brought by technology from those which are merely incidental. Join Erik Blachford of Technology Crossover Ventures to gain insight on how digital trends are reshaping traveler behavior and expectations, with specific examples from the field. Then, hear from Monir Parikh of Bandwango about affordable technological innovations you can utilize today to transform your business to meet new customer expectations, improve business relationships, and stay ahead of the curve.