masterclasses

THURSDAY 29 NOVEMBER
11:45-12:10

Your preferred Master Class, from the options below, can be booked at the time of Registration or by logging back into your registration record.

UNDERSTANDING THE LONG TAIL OF TRAVEL
In this session led by Kevin May, editor of Travolution; Martin Couzins, editor, Travelweekly.co.uk and Nishma Robb, group distribution director, Travelzest, we will look at how travel buisnesses can specialise and reach niche audiences.

The web and shifting consumer behaviour is allowing the industry to diversify into new areas. Discover how the business model will evolve and how to use marketing to target consumers of low volume products.

THE CONVERGENCE OF MEDIA AND RETAILING
How to survive and surpass in the competitive and evolving online
media world. In this session led by Eamonn Leacy, Travel Product Manager, Telegraph Media Group, we will look at whether travel is more retail at the moment? whether search is the complete solution? how effective brand communications can drive
response? the techniques to adopt for a successful marketing plan and how to think like a media planner to maximise your spend?

FINDING CRUISE VIRGINS
As the market is set for sustained and considerable growth — how can travel agents profit from the cruise sector? Peter Shanks, Chief Commercial Officer Carnival UK, Jo Rzymowska, Managing Director
UK and Ireland Royal Caribbean and Nigel Lingard, Sales and Marketing Director Fred. Olsen Cruise Lines will lead this session aimed at helping travel agents to attract and keep cruise virgins.

Who are they? How to find them? How to market to them? How to convince and close the sale? How to keep them loyal? How to maximise the profit of a cruise sale? In what promises to be a lively session the panel will include a cruise travel agent expert and a cruise travel
agent novice. Travel agents will come away armed with knowledge and tips to help them find and convert first time cruisers.