Intermediation price and value in tourism topics of the xi forum tourist hosteltur
Two tables of debate on “new intermediation, what changes” and “Price and value in the Spanish tourism”, will focus the XI Forum tourist Hosteltur to be held in Madrid on 12 May. The event will be followed by streaming via the internet. In this link you will find detailed information about the Forum Hosteltur 2015.
The new brokerage, does it change?
The consolidation of large global groups of booking such as Expedia and Travelocity, the expansion of a platform like Airbnb, the movements of Google or Amazon, the growing influence of social networks, the redefinition of the GDS model, strategies of traditional intermediaries … are only a sample of movements which in recent months have occurred in the area of the current process of transformationtourist marketing on, and present an overview of changes almost daily.
what changes and who wins and who loses in this process? Reflection of which derive many others such as those listed on the role of intermediation is reinforced or weakened? or direct sale possible reality or myth?
Participate in this first table, which will begin at 16:15 hours, the following invitado:
Ovid Andres, director general Logitravel Â·
Â· Javier Delgado, Head of EMEA Travel TA Google
Â· Senen Fornos, CEO sales Spain & Mexico and Latin America Riu Hotels & Resorts
Victor Moneo, general manager sales Iberia Â·
Paul de Villiers, director general Amadeus Spain Â·
Moderates Â·: Joan Miquel Gomis, PhD in economics and business. Author of the book ’The new paradigm of tourist intermediation’.
Price and value in the Spanish tourism
low-cost era was introduced shortly before the 2000 European economic society as a result of the deregulation of the community. First, they were carriers; then, hotels, rental cars, etc. The entire tourist industry adopted cost-cutting strategies to sell cheaper. And from there expanded to the other sectors.
But the crisis has forced a new twist. Now are customers who have become accustomed to cheap prices and demand them. And this requirement, they oblige the industry to reinvent its business model again. They claim always low prices or a certain value to appropriate price? A third of European consumers requests first. But more than 60% want a value at an affordable price. Everyone must choose which market you want to go.
Build value and move it incrementally at all stages of the chain to the tourist company requires a series of actions: always handle the vision of the consumer, which includes permanent processes of co-creation and identification of the attributes that the customer values at each time. Rationalize costs at each stage to provide the best value at the most appropriate price, based on ongoing innovation and the use of technologies. Create and improve the holistic experience that tourists are looking in every act of his trip. Select the best position within the value chain to achieve the most interesting margins. And use the talents of the managers and employees as the main lever.
In this situation of profound change and strong national and international competition in all tourist businesses, the question is worry more than the price of the value. This second panel discussion will begin at 18:00 hours and will include the presence of:
Â· Stefan Dapper, director general TUI Spain
Â·-Frank Pon, director general commercial Air France Spain
Â· Toni Raurich, regional manager strategic partnerships Booking.com
Â· Hugo Rovira,
managing director NH Hotels Spain, Portugal
Belen WangÃ¼emert Â·, Director general Spain and Portugal Royal Caribbean
Â· Moderator: Josep Francesc Valls, Professor of Marketing at ESADE and author of four books dedicated to the no-frills phenomenon
The XI Forum tourist Hosteltur will be opened by Ana Isabel MariÃ±o, Minister of tourism of the community of Madrid, and closed by Isabel Borrego, Secretary of State for tourism.
The Forum Hosteltur 2015 has the sponsorship of Amadeus, Avis, Comunidad de Madrid, Dingus, El Corte English Division companies, La Caixa and WMF.