USTOA Events

AFAR Webinar: Engage Your Next Customer: Creating Brand Relevance in a Rapidly Changing World

Event Details

Thursday, February 1, 2024
12:00pm to 12:45pm ET

Engage Your Next Customer: Creating Brand Relevance in a Rapidly Changing World

The travel industry is in constant state of evolution and now more than ever it's crucial for destinations and experiences to focus on brand relevance to create meaningful, and often emotional, connections with travelers. This panel will invite leading DMOs and operators to share their insights and case studies, creating a dynamic discussion around the following topics:

  • Understanding the Changing Landscape: Impact of technology, consumer behavior, global events, etc
  • Traveler-Centric Approach: Focusing on the travelers' changing needs and values
  • Data-Driven Insights: Using data analytics and traveler insights to inform marketing
  • Storytelling: Creating and amplifying a compelling brand story


Alison Metcalfe 
Executive Vice President, Head of North America & Australia/NZ
Tourism Ireland

Steve Born
Chief Marketing Officer
Globus Family of Brands

Craig Compagnone
President, Americas
MMGY Global

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