THE DIGITAL TOURISM BUSINESS

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1 THE DIGITAL TOURISM BUSINESS etransformation, Entrepreneurship, Mobile & Social Business 3-Day International Executive Program February 24-26, 2016, Wednesday-Friday Trump Ocean Club International Hotel & Tower, Panama

2 THE DIGITAL TOURISM BUSINESS etransformation, Entrepreneurship, Mobile & Social Business Location: Saboga Room, Trump Ocean Club International Hotel & Tower Panama, Panama Duration: February 24-26, 2016, Wednesday-Friday 3 days, 9am to 6pm OVERVIEW The tourism sector has been fundamentally reshaped by the rise of social media, mobile and ecommerce over this past decade. Success in this digital ecosystem demands that marketers understand the new dynamics and underlying technology that are transforming business by dramatically altering the way people communicate, create, collaborate, share information, purchase and complete other transactions. 2 This program will immerse participants to the 2016 digital travel landscape through exposure to case studies and thought leadership, as well as practical experience in digital business strategies, techniques, tools, platforms, and KPIs that are driving the digital travel revolution. These will aid the business manager to identify and embrace current and future opportunities to reach, engage with, and learn from customers. PROGRAM OBJECTIVES The program aims to enable participants to: Understand the digital tourist and develop new marketing strategies Effectively use the main digital tools (ecommerce, paid media, mobile, social media, content, etc) and learn from the best practices in the tourism sector Master the creation of a digital strategic plan and identify business opportunities Build a scorecard, set objectives, and prioritize KPIs for a digital tourism business PARTICIPANT PROFILE The program is designed for: Marketing and business development executives in the tourism sector, to expand their views, take the global perspective, and/or explore other areas or technologies in the sector For public officials in the tourism field, to see the tourism climate in the most advanced countries and identify the most effective strategies Entrepreneurs in the tourism industry

3 The Digital Tourism Business 3 CONTENT AND STRUCTURE Day 1 The Social, Mobile & Digital Tourism Paradigm Introduction to the digital tourism landscape Major changes in the travel consumer The new tourism digital customer journey Success factors in the digital tourism Reinventing the Marketing Plan for Travellers A new battleground in marketing Most effective tactics in digital travel Best practices Workshop Day 1 Design the customer journey of the traveler? Practical session on how to build a customer journey strategy in travel. Building brand advocacy with customer stories Importance of brand advocacy How to drive customer stories Measuring brand advocacy

4 DAY 2 Driving User Generated and Branded Content The importance of UGC and Branded content How to win in the era of earned media Strategies and Incentives Best practices Case Study: Grace Panama Hotel Most effective strategies Failures Specific cases How to manage your presence effectively The Digital Travel Scorecard New digital travel objectives How to measure and key indicators Designing your digital travel scorecard Workshop Day 2 - How to build a digital marketing plan workshop? Practical session on how to effectively develop a digital marketing plan. 4 How to develop a netnography of your digital customer? Understanding digital intelligence Techniques to develop Social CRM Generated blue oceans with netnography Best practices in digital intelligence Day 3 The role of smartphones and app in tourism industry The importance of mobile Best mobile strategies How to drive customer adoption of apps Facebook & Twitter: Connecting with travellers How to win in the era of paid media Techniques of paid media: Facebook & Twitter Effective digital travel campaigns How to engage and generate LTV Own Media and Engagement Drivers to develop life time value Case study of loyalty and digital NPS Case Study: PanamaLindaTours.com Learning about the most effective strategies of ZMOT and conversions. Closing workshop and graduation ceremony

5 The Digital Tourism Business FACULTY Kevin Sigliano Program Director Kevin has over 15 years of corporate experience in various management consulting firms (PWC Consulting, IBM BCS). In addition, he has launched numerous start-ups, and has always reserved some time to do Pro Bono and educational work. Over the last 8 years, he has been involved in the international development of a smart cities and digital signage company, Admira Digital Networks. In addition, Mr. Sigliano is one of the managing partners of Territorio Creativo (Social Media Consulting Firm) developing innovative accounts of Spain s most international corporations. KEY SPEAKERS Other professors, experts and entrepreneurs -- local and international -- will be invited from IE and renowned companies that are successful in applying the latest in digital tourism. 5

6 6 DETAILS REGISTRATION You may register at Lowen Business webpage Once you have completed the online form you will be contacted by the program manager. FEES The program investment is $3,500* covering tuition, course materials, and all coffee breaks and lunches for all 3 days of the program. Programs have a limited number of participants. *Fee does not include sale tax of 7%. ACCOMMODATIONS Lowen Business Institute has special rates with Trump Ocean Club International Hotel. Please contact the program manager for arrangements. CONTACT Roberto Caceres Executive Programs Manager Trump Ocean Club, Office Tower 6th Floor, Calle Punta Colón, Punta Pacífica, Panama Main Tel.:

7 The Digital Tourism Business WHY IE BUSINESS SCHOOL Ranked No. 1 in Europe, IE Business School is dedicated to educating business leaders through programs based on its core values of: Entrepreneurial spirit: Founded in 1973 by entrepreneurs for entrepreneurs, IE places the entrepreneurial and innovative mindset at the heart of its programs, and is home to many startup initiatives such as the Venture Lab, the Spain Startup & Investor Summit, and Wayra. Diversity and global focus: With about 100 nationalities making up its student body, IE provides business education with a global perspective. It supports talent from all over the world from admission to graduation and beyond, and through its Diversity and Equality Commission and its Center for Diversity. Humanities and social responsibility: As Secretariat of the United Nations Global Compact in Spain, IE places positive social impact at the forefront with its Corporate Social Responsibility programs and expert faculty in areas of social entrepreneurship and microfinance, among others. It is also the proud birthplace of organizations such as Net Impact and Emzingo Group. IE Executive Education programs equip managers, entrepreneurs, and leaders with the latest tools, best practices, and skills through interactive and practical sessions. Our programs are designed to enable executives to excel amidst the many and varied challenges they face both today and in the future st Europe: Business School (December 2013) 1 st Worldwide: Online MBA programs (March 2014) 3 rd Worldwide: Business School in Finance (June 2013) 1 st Worldwide: Executive MBA Programs (May 2015) 5 th Worldwide: Executive Education (October 2011) 1 st Europe: Business School (November 2011) 3 rd Worldwide: Business School International Programs (November 2012) 5 th Worldwide: Executive Education In-company Programs (November 2011) 3 rd Worldwide: Business School - MBA (August 2011) 3 rd Worldwide: Sustainability & Ethics Ranking (September 2011)

8 About LOWEN Lowen Business Institute is a Panama based executive education institution that provides executives and entrepreneurs, in Central America and the Caribbean, business related programs of the highest academic standards and innovation. Our core values of knowledge, exclusivity and growth are the base of the programs selection. Executive education of all business related matters and entrepreneurship is extremely important for today s executives and entrepreneurs. In this fast changing global business environment they face challenges in issues such as trending habits, increase in competition, dynamic and global markets, technological advances, social responsibility and more. Vision Statement To be recognized as leaders in the region in higher education for executives and entrepreneurs in all matters related to business. Mission Statement Launch executives and entrepreneurs careers and encourage entrepreneurship through exclusive business excellence programs of the highest academic standards and innovation. Trump Ocean Club, Office Tower Piso 6 Calle Punta Colón, Punta Pacífica, Panamá

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