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Global Travel Marketing Forum reveals exciting new perspective


Global Travel Marketing Forum reveals exciting new perspective


Endpoint’s Strategy Director Tony Lorenz took to the stage at the Travel Marketing Forum in Dubai last week. The forum yielded some fascinating insights into the future of the travel and tourism sector.

In its inaugural year, the Travel Marketing Forum brought together travel marketing thought leaders into a unique conference speaking/panel environment. This year's hot travel marketing topics, new market insights and predictions were discussed and some of the best travel marketing case studies were presented. The line-up of speakers included representatives from Google, Emirates Airline and Jumeirah Group.

Endpoint was delighted to participate in the event and share our hotel experience from around the World and the Middle East region, the latter of which has been at the heart of our operations since 2004. Tony Lorenz co-chaired a presentation with Duncan Daines, Executive Director of Brash Brands, on the significance of brand strategy and management and the importance of well-orchestrated implementation.

Emirates named as the world’s top airline

One of the major talking points of the forum was the announcement by Brand Finance that Emirates Airline has become the World's Most Valuable Airline Brand, according to the Global 500 brand study.

A media statement by Brand Finance said “In what has been a very challenging climate for the airline industry, Emirates has climbed to become the most valuable airline brand in 2012 with a value of $3.7 billion, a 2 per cent increase on last year and enough to fly ahead of Lufthansa and Singapore Airlines for the first time”.

Against the backdrop of the global economic slowdown, this announcement signals a shift in the centre of gravity from the West to the East.

The bid for the 2020 Expo

Dubai and the United Arab Emirates are perfectly placed as a hub to drive fundamental economic change. The city is the seventh most visited in the world (as well as 98.5 million passengers forecast to travel to Dubai airport) with phenomenal potential for growth into 2020.

The UAE is bidding to host the World Expo 2020 in Dubai under the theme ‘Connecting Minds. Creating the Future.’ Attendees at the Forum were shown the bid video for the 2020 Expo, documenting the story of Ali, which received a rousing reception.

The Expo 2020 bid and the Emirates Airline announcement signals the strong growth prospects for the global travel market and the wider sectors. Many companies at the Travel Marketing Forum set out ambitious business visions to ensure they stay at the forefront of this Middle Eastern expansion and many commented on the success of the event:

“The Global Travel Marketing Forum was very thought provoking and brought a new perspective on how to approach marketing for the industry”. Ailsa Pollard, Vice President Dnata Travel Services

“Probably one of the best gatherings of smart minds the UAE has to offer”. Terry Kane, Head of Digital Marketing Jumeirah Group

We are delighted to say that the forum will return in 2013.

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