As we reach the end of spring, the travel industry is already buzzing and EyeforTravel has been listening in and learning

Women in travel tech is what the industry needs, shareable social, films that drive tourism, big moves and a big hotel, and digital moves in APAC are among this months interesting themes.

1. Why travel needs more women in tech roles

In March it was international women’s week and so we returned to a theme explored a year ago – how women are faring in the world of online travel. In that week, leisure based airline Jet2.com took off with an all-female crew. Elsewhere though there is more work to be done as in many cases women still dominate middle management rather than holding more senior roles. This is even true in the feminist Nordic region, says Asa Murphy, a former executive at Nordic Choice Hotels and now owner and CEO at BizStrat. Some tough talking also comes from entrepreneur Heddi Cundle, the founder of myTab.co, who wants to see investors focusing more on innovation. She would also like to see more women in tech roles.

2. SouthWest and Virgin Atlantic share tips for making social media campaigns great

In conversation with social media experts at SouthWest Airlines and Virgin Atlantic Andrew Hennigan hears some tips for social media today. Being loyal, personal, educational, honest and fair are among the qualities that will make a social media campaign work, say the experts. And, of course, it needs to be multichannel. Summing it up is Bethany Evans, social media strategy expert, SouthWest Airlines, who says that, “high word-of-mouth and earned media, is what marks a ‘great’ social media campaign”. Agreeing is Anna Catchpole, a PR manager at Virgin Atlantic Airways who argues that what matters is originality and shareability - a campaign should be something that people are moved, amazed and genuinely excited by. Catchpole shares an example of how a Virgin Atlantic campaign video, which included a stunt onboard where the cast of Motown the Musical danced in the aisles, worked. 

3. How the force of film tourism is with Dubrovnik

Film tourism is a growing trend and is thriving in the Croatian Medieval city of Dubrovnik, where a scene in the latest Star Wars production has recently been shot. It is also the setting of Kings Landing, the capital city in the cult show Game of Thrones, as well as the location for a South Korean soap opera. Pamela Whitby recently visited the city and took a look at the positive impact this has on local tourism, including hotels, restaurants and guided tours. It seems favourable taxes and adequate compensation are among the drivers for film fuelled success.

4. Amid the rush of M&A Hilton does its own thing

Just as Hilton Worldwide tries do the right thing for investors and give its share price a boost, in have come the Chinese upsetting the rules of the game. In this piece Sally White analyses some recent moves in the hotel space and specifically the strategy behind China’s Anbang Insurance’s move to sink the Marriott International bid for Starwood.

In other top content from Hilton this month why not trial our digital content library to hear more from Jonathan Wardman, VP CRM, Hilton Worldwide discussing how Hilton is responding to the challenge of personalisation.

We also hear from Dana Shefsky, Director of Product Innovation, Hilton Worldwide who shares insights into the future of the connected traveller

5. 3 emerging trends for digital marketers with an eye on APAC

Ahead of the upcoming Asia Pacific Summit EyeforTravel speaks to a number of confirmed speakers to hear some emerging marketing trends in the region’s digital marketing landscape. Being such a diverse region it varies but there are some that are worth noting. Three trends are noted:

1. Brand marketing needs more focus than direct response

2. Programmatic technologies are maturing

3. The digital product cycle is shorter but the product must tick

To hear more why not join us at one of EyeforTravel’s upcoming events