TIS will bring together more than 200 exhibiting firms and 400 tourism experts in Seville

11-10-23

• From Oct. 18-20, TIS2023 will bring together world-renowned experts to explore marketing strategies for more experiential tourism and the impact of film on destinations

• 'Set-jetting', AI-based recommendations and hyper-personalization shape travel choices

Engaging and retaining travelers has become a crucial task, and to achieve this, traditional marketing strategies are no longer sufficient. Increased digitization and personalization of services set the tone for the future of a rapidly evolving industry. Data collected by Northstar suggests that, by 2023, 40% of travelers who use technology to plan their trips will turn to automated suggestions based on their data to choose their destinations. 

Given this reality, the new edition of TIS - Tourism Innovation Summit 2023, which will take place from October 18 to 20 in Seville, will feature a specialized agenda with content for Chief Marketing Officers (CMO), in which renowned tourism marketing experts will offer a clear vision on the use of technology, the advance of hyper-personalization and new strategies for approaching different types of customers.

José Luis Avila, CCO of Kampaoh; Markus Mueller, Managing Director of GauVendi and Saverio Francesco Bertolucci, commercial assistant of VDB Luxury Properties, will analyze the different data-driven strategies that optimize personalization processes and how they can improve guest experiences. 

To gauge the scope of artificial intelligence in marketing strategies, Christo Kaftandjiev Nikolov, Ph.D., Sofia University, will present successful use cases that demonstrate the impact of this technology in the industry. An issue that becomes especially relevant if we take into account that, according to data from Amadeus and Nothstar, more than 70% of travelers would trust recommendations, both for accommodation, transportation and events, if they are made through artificial intelligence.

Experiential tourism takes flight 

For today's travelers, it's not enough to simply choose a destination; getting there must be purposeful. Booking data for 2023 indicates that 88% of trips in the world during the year respond to romantic getaways, while 80% are planned with a community vocation, and even 73% are looking for experiences outside their comfort zone.   

This is a sign of the strength of experiential tourism in the world and in TIS. Sara Sánchez Remacha, CEO of Rusticae, and Diego Calvo, CEO of Concept Hotel Group, will discuss the trends and experiences that will dominate the industry in a talk moderated by Bruno Hallé, co-director of hospitality Spain at Cushman & Wakefield.

Another of the key points to understand the future of tourism marketing is the growing popularity of 'set-jetting' or the influence of series and movies on travelers' decision making. To this end, the Tourism Innovation Global Summit congress will feature Olivia Fernández, founder and CEO of Olivia: Beyond the Talent, and former head of film advertising at Netflix who, along with Lisardo Morán, managing director of the Public Company of Tourism and Sport of Andalusia, and Marina Padró, producer of Rodar y Rodar, will invite tourism companies to take advantage of the momentum generated by the filming of series and movies in their destinations. 

Just as cinematic landscapes impact travelers' decisions, so do the impulses they receive from different screens and devices. To expose the best practices of the sector in terms of usability and interaction on different platforms, Jordan Kentris, creative director of Un Buen Día, will offer a conference focused on the keys to create differential strategies that vary depending on the devices, whether mobile, tablets, computers, among others.

Meanwhile, Miguel Flecha and Dan Ciocoiu-Muntiu, from Accenture, together with Arialdo Piatti, from Amadeus, will address the new advertising trends that are marking the travel industry. They will address how inspiration is becoming the key to accessing a new market of audiences and how travel discovery is shaping new advertising models that will change the way we engage with customers.

Completing the agenda for CMO and CSO, during TIS the Sergestur Awards will be presented, in which the 40 most outstanding technology companies in the tourism sector in Spain will be chosen. 

A stage designed for innovation 

The new edition of TIS will have a varied exhibition space in which more than 200 companies will present their latest developments in tourism products and services based on technologies such as artificial intelligence, cloud, ChatGPT, virtual and augmented reality, cybersecurity, big data and analytics, marketing automation, AdTech, geographic information systems (GIS), contactless technology or predictive analytics, among others, to boost the competitiveness of tourism companies and destinations. These include firms such as Accenture, Amadeus, City Sightseeing Worldwide, Eurecat, Google Cloud, Mabrian, Telefónica Tech, CaixaBank, Convertix, PastView, T-Systems, Turijobs, UnBlock and Why Tenerife.

About TIS - Tourism Innovation Summit (18-20 October 2023, FIBES Seville)

TIS - Tourism Innovation Summit is an international forum for innovation, trends and reflection for the tourism sector that offers managers and companies in the sector to learn about the latest technological solutions and products to improve their competitiveness. During 3 days, TIS2023 will bring together more than 7,000 professionals from the tourism sector who come in search of the latest solutions to help them boost their destination or tourism business. In addition, more than 400 experts from around the world will share their strategies and success stories to promote smarter, digital and sustainable tourism at the Tourism Innovation Global Summit.