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October 26, 2016 by Tom Berrigan
International Digital Day, the first of the two days of the NAJ Group’s RTO Summit Orlando slated for Nov. 15-16 at the B Resort in Orlando, features a day-long program of discussions and presentations aimed at equipping tour and travel industry international sales and marketing professionals with up-to-date digital skills necessary to navigate and negotiate in today’s marketplace. A product that grew out of the NAJ Group’s popular e-Tourism Summit, held annually in San Francisco, next month’s International Digital Day will also incorporate a panel of receptive tour operators with offices or headquarters in Orlando who will focus on the question, How will Brexit, the Strong U.S. Dollar, Brazil’s bumpy economy and Terrorism affect international arrivals in 2017-18?
The receptive operators scheduled to take part in the session include: Uri Argov, CEO, Tourico Holidays; Jay Santos, managing director USA, TrendTravel USA; Pabs Raghava, CEO, Tours Limited; and Gisa Kuserow-Hansen, general manager, Florida for AlliedTPro. Florian Hermann, founder & CEO of Boulder, Colo.-based HMS Global, will moderate the panel discussion.
Above, left-to-right: Uri Argov, Jay Santos, Pabs Raghava, Gisa Kusserow-Hansen and Florian Hermann
Tuesday, Nov. 15, 2016:   RTO Summit Orlando “International Digital Day”
Online media marketing ideas for International Tour and Travel Professionals.
In Partnership with Destination Academy by TripAdvisor (DATA)
9:00-9:30 am: How We Use Online Tools to Generate Demand to Tour Operators?  While relationships with buyers continue to be important, there are new online tools and tactics that can be “bolted on” to help drive demand to tour operators’ websites in a measureable way. Presenter: Florian Herrmann, CEO, HMS-Global
9:30-10:00 am:  Q: Where’s the Best Place to Hide a Dead Body? A: The Second page of Google?  How to Use Google Predictive Analytics to Forecast International Intent to Travel to Specific Destinations from a Variety of Source Countries.   Presenter: Laszlo Horvath, CEO, Active Media.  Horvath is a worldwide authority on international Search Marketing techniques and will demonstrate the process in real time.
10:00-10:25 am: Key Travel Trends from UK, Germany and France: Our partners at TripAdvisor will be releasing the most recent version of their European Travel Monitor research including how inbound hotel bookings have been affected by Brexit and the Euro.   Presenter: Steven Paganelli, Head of Destination Marketing and Latin America, TripAdvisor
10:25-10:45 am: Should you use YouTube and Facebook Videos to Market to International Audiences. The Role of YouTube and Facebook has grown l to two major media channels that are ideal for converting sales. With a sharp rise in search for travel content, management of a channels and quality video content allow you to create, own and control video that can easily be presented in multiple languages.
Presenter:  Robyn Levin, CEO, R Levin Marketing
10:45-11:00 am: Tricks of the Trade Part 1:  Tricks and Tips to help traditional tourism sales professionals use the latest digital tools to access new media in key overseas markets. How tour and travel sales professionals can work with media, bloggers and influencers at international trade shows.
11:00-11:10 am: Tricks of the Trade Part 2: What Do You Do When You’re Approached to Buy Advertising at Trade Shows. Presenter: Susan Wilson, President, Susan Wilson Marketing |TravMedia Brand Ambassador, who has over a decade of experience conducting international outreach for tourism DMOs and attractions and whose current and former clients include Grand Canyon National Park Lodges, CityPASS, Westfield Shopping Centers, TravMedia, Tuolumne County/Yosemite.
11:10-11:30 am:  Coffee Break sponsored by TourOperatorLand.com
11:30-11:50 am: How to Increase your Website and Social Media Traffic from key International Markets by understanding the media landscape.  Presenter: Frank Vertolli, Co-founder of Net Conversion which he founded in 2007 with long-time colleague Ryan Fitzgerald.  Under their travel industry leadership and experience, Net Conversion provides results-oriented paid digital marketing and comprehensive analytics services to a focused list of long-term, primarily Travel & Hospitality clients including Universal Studios. Blue Man Group, the Orlando Magic and Nassau Paradise Island.
11:50-12:10 pm:  The Power of TripAdvisor for International Online Marketing. More than a review site, TripAdvisor has data-driven options that can help international inbound travel marketers isolate targeted source countries for tactical advertising programs that are surprisingly affordable.  Presenter: Steven Paganelli, Head of Destination Marketing and Latin America, TripAdvisor
12:10-1:50 pm: Enjoy Lunch on Own
1:50-2:10 pm: I Chat, You Chat We all Chat for We Chat. How tourism professionals can use the power of We Chat, a Chinese App with 810 million users that is a cross between What’s App,  Twitter and Tinder.  Presenter: David Becker, CEO, Attract China.
2:10-3:10 pm: How will Brexit, the Strong US Dollar, Brazil’s bumpy economy and Terrorism affect international arrivals in 2017-18.    A panel of receptive operators discuss the exchange rate’s impact for 2H 2016 and their insights beyond. Moderator: Florian Herrmann, NAJ Group; Invited tour operators: Uri Argov, CEO, Tourico Holidays (i); Jay Santos, Managing Director USA, TrendTravel USA; Pabs Raghava, CEO, Tours Limited (i); Gisa Kuserow Hansen, GM Florida, AlliedTPro (i)
3:15-3:30 pm:  Coffee Break sponsored by TourOperatorLand.com
3:30-4:30 pm:  Collaborative Product Development Ideation Roundtables. Attendees will be divided into roundtables, each of which will feature product development discussions among participants and the receptive assigned to that table. Receptives will then be asked to rotate to a different roundtable after 30 minutes. A facilitator from NAJ will be designated for each roundtable.
4:30-5:30 pm: 3-Minute MICE Presentations by Suppliers.  (For suppliers who signed up for this feature)
Fresh from the Front Lines of a China Sales Mission—Groups Still Rule, NYC & L.A. are the Top Cities and …
Are UK’s Millennials Causing a Resurgence in the Popularity of Packaged Travel, High Street Stores?
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