Final thoughts on PhoCusWright 2008 in relation to Canadian Tourism
The PhoCusWright Conference in the US (either in Los Angeles or Orlando – it alternates venue) is perhaps the largest conference of its kind in the world. The focus of PhoCusWright is mostly on the technologies and technologically based services that drive travel around the world. What this means in today’s travel business environment is digital technologies, the Web, Mobile devices, intranets, B2B and B2C, etc. The emphasis for the most part is in the distribution of tourism product around the world. While there were many workshops, panels and presentations only one workshop focused on marketing per se and in my opinion it was more about online advertising than marketing. (lots of data on clicthrus, effectivenes of search vs. display ads, search and display combined, etc.)
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While the US conference is mostly US centric (there are international PhoCusWright conferences in partnership with other organizations like Travolution in the UK) most of the companies at this year’s event have an international or global perspective. PhoCusWright is overwhelmingly a gathering of private sector organizations in the travel space whose goals are to generate travel sales, be it airline tickets, hotel bookings, activities’ purchases or vacation rentals. In addition many of these companies also play the role of media, i.e. offering content to online visitors and advertising services to tourism organizations. One thing most of these companies have in common is that their services don’t favour one destination over another. Their mandate is to sell travel or advertise tourism businesses regardless of their location. From a Canadian Tourism perspective, the question arises as to how Canadian destinations can take advantage of the myriad of digital channels available to them in order to be top of mind when consumers are making travelling decisions. Another important area for Canadian Tourism businesses is distribution. In addition to the traditional OTA’s like Expedia, Travelocity and Orbitz, companies like Adventure Link and Isango.com may be of interest to many Canadian small activity and/or adventure operators who want to extend their reach internationally.
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Attending The PhoCusWright conference would be valuable to marketing officers and eBusiness managers at Canadian DMO’s PMO’s, CVB’s, etc., in terms of learning about the latest trends in eTourism technology and eTourism companies as well as in terms of establishing relationships with technology companies and eTourism businesses that can be valuable service providers to a destination, whether in the area of eMarketing or eDistribution. While the content of the conference may be very interesting and valuable, that’s not always the case depending on what your organization does. But, what was evident from spending time and observing the proceedings at PhoCusWright and I believe a key reason why so many people attend is the networking and business opportunities available. The list of attendees is very impressive, a veritable who’s who of eTravel and travel technology companies.
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The PhoCusWright Conference in the US (either in Los Angeles or Orlando – it alternates venue) is perhaps the largest conference of its kind in the world. The focus of PhoCusWright is mostly on the technologies and technologically based services that drive travel around the world. What this means in today’s travel business environment is digital technologies, the Web, Mobile devices, intranets, B2B and B2C, etc. The emphasis for the most part is in the distribution of tourism product around the world. While there were many workshops, panels and presentations only one workshop focused on marketing per se and in my opinion it was more about online advertising than marketing. (lots of data on clicthrus, effectivenes of search vs. display ads, search and display combined, etc.)
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While the US conference is mostly US centric (there are international PhoCusWright conferences in partnership with other organizations like Travolution in the UK) most of the companies at this year’s event have an international or global perspective. PhoCusWright is overwhelmingly a gathering of private sector organizations in the travel space whose goals are to generate travel sales, be it airline tickets, hotel bookings, activities’ purchases or vacation rentals. In addition many of these companies also play the role of media, i.e. offering content to online visitors and advertising services to tourism organizations. One thing most of these companies have in common is that their services don’t favour one destination over another. Their mandate is to sell travel or advertise tourism businesses regardless of their location. From a Canadian Tourism perspective, the question arises as to how Canadian destinations can take advantage of the myriad of digital channels available to them in order to be top of mind when consumers are making travelling decisions. Another important area for Canadian Tourism businesses is distribution. In addition to the traditional OTA’s like Expedia, Travelocity and Orbitz, companies like Adventure Link and Isango.com may be of interest to many Canadian small activity and/or adventure operators who want to extend their reach internationally.
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Attending The PhoCusWright conference would be valuable to marketing officers and eBusiness managers at Canadian DMO’s PMO’s, CVB’s, etc., in terms of learning about the latest trends in eTourism technology and eTourism companies as well as in terms of establishing relationships with technology companies and eTourism businesses that can be valuable service providers to a destination, whether in the area of eMarketing or eDistribution. While the content of the conference may be very interesting and valuable, that’s not always the case depending on what your organization does. But, what was evident from spending time and observing the proceedings at PhoCusWright and I believe a key reason why so many people attend is the networking and business opportunities available. The list of attendees is very impressive, a veritable who’s who of eTravel and travel technology companies.
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The PhoCusWright Conference this year launched a new component, the Travel Innovation Summit. A group of 32 eTravel or travel technology companies were vetted by PhoCusWright to make presentations to attendees who then voted to select the top six who then went on to present at the conference's main event. A select group of judges then selected a winner as the PhoCusWright Innovator of the Year, Best of Show. The coveted prize went to IM@ (www.imatnow.com), an innovative mobile advertising service ("IM@ provides interactive, "geo-intelligent", mobile visitors guides for major travel destinations"). Other intersting innovators who participated: RezGo.com, TripTelevision, Yapta, TripIt, eKit, Cadabra, PlanetEye, Triporati, TravelBeen, TravelMuse, Uptake, Worldmate, Wandrian, Nile Guide and others. In addition to these innovators I met other companies that are doing interesting things in the travel space, such as TravelScream, the TravelChannel, wCities, TvTrip and BazaarVoice.
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Another component of the PCW conference is a series of Sponsored Workshops on various topics of interest to eDistribution, eMarketing, and technology officers in travel. "Industry leaders will present educational and dynamic content, covering a variety of the hottest topics for the travel marketplace" This year there were workshops on Green Travel, Vacation Rentals, Search Data, The NEXTGen traveller, Mobile, and of course the Bloggers Summit presented by the T-List (of which I'm happy to be a member).
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The main event at PhoCusWright is Center Stage, which took place over a day and a half. Center Stage presents global leaders in the travel technology industry talking and discussing the issues that affect the industry at a macro global level, such as the session about "Retailing, Distribution and Technology in a New Global Marketplace" led by Sam Gilliland, Chairman and CEO, Sabre Holdings Corporation.
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Overall, one must conclude that PhoCusWright lives up to its implied promise as the premier conference in travel and technology. While not all of the content may be of interest to every registrant, when it comes to travel and technology, the networking, partnership and business opportunities may be unparalleled. The conference also provides a forum for participating companies to launch new services, make announcements or organize meetings with press and bloggers . Furthermore, PhoCusWright supports its conferences, which it purports to constantly improve and differentiate, with a very robust website that allows attendees to schedule appointments and plan ahead. The production and logistics of the conference were almost perfect. PhoCusWright does not spare expenses when it comes to the technology used to enhance the event, whether it's flat television panels, audio transmitters/receivers (had some glitches), sound systems, large screens and wireless access everywhere. (Frommer's sponsored the program schedule via mobile as well as Frommer's mobile guide to LA) Breakfasts and luncheons encouraged networking (although tiny plates at breakfast were a bit difficult to use while carrying your laptop and there was little space to sit down).
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PhoCusWright is not cheap, but it does offer three ticket levels over the four days of the conference (first two days, last two and a half days or the whole three and a half days). Given the uncertain and difficult economic times we are living these days, technology for tourism marketing and distribution is becoming more critical to organizations who are looking to cut costs, save money, compete more effectively in the marketplace and be more accountable to their stakeholders. That must be why there were over 1,000 total registrants at PhoCusWright 2008 (and why, by the way, I believe Canada-e-Connect Toronto 2009 will be sold out.)
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Jaime Horwitz MBA
Blogger
Member of the T-List
Member of the T-List
Chair Canada-e-Connect
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