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Published on Monday, November 5, 2018

Marketing insight and new digital research on show at World Travel Market

[Sponsored News]

Businesses looking for innovative ideas for 2019 marketing campaigns should check out a series of interesting talks at World Travel Market this Tuesday 6 November being held by Four Communications, the integrated communications agency.

The Four insight talks will all run on Tuesday 6 November in room SG21 from 2pm to 5.45 and World Travel Market delegates can drop in at any time or follow the discussion using the hashtag #inspiringtravel.

The first insight session will unveil results of new global digital research into the fast-growing consumer interest in wellness. Social media discussions around wellness holidays have increased by 147 per cent in the past three years according to the report produced by Four Engage for the Pangaea International Network. The study found that there have been more than 2.4 million mentions of wellness-related travel globally over the past year. The top countries discussing wellness are USA, UK, India, Canada, Australia, Indonesia, Spain, Italy and Thailand. Audiences discussing wellness are largely female but Four's research has identified distinctly different potential audiences, ranging from an older audience accounting for 13% of all mentions with an interest in current affairs,  to a younger, digitally savvy self-care tribe  accounting for 16% of all wellness holiday mentions.

A second session will look more deeply at digital trends. Marketing budgets are finite, but the choices on where to invest online are infinite. Using case histories and referencing the latest research, Four Travel will explain where the travel industry should be focusing their digital marketing efforts in 2019.

Frank Barrett the former travel editor of the Mail on Sunday will run the third session of the afternoon opening the lid on the world of world of celebrity endorsement.

Digital crisis management will be the final session of the day. Nearly 60% of CEO's believe they have an out-of-date crisis continuity plan. Speakers will explain ways of planning and preparing for issues and crises using the latest digital technology.

Four Communications is also exhibiting for the first time at World Travel Market in the show's new agency area (ME195A). During the whole show Four Communications' media buying, digital, advertising, PR and planning teams will be on hand for advice and guidance. Four Communications has offices in the UK, Dubai and Abu Dhabi as well as a network of agencies worldwide.

The seminars, presented by industry experts will take place on the afternoon of Tuesday 6th of November, on Level 2 of the South Room, in SG21.

1400 Global wellness trends

1500 Digital trends inspiring travel

1600 Travel and the world of celebrity endorsement presented by Frank Barrett former travel editor of the Mail on Sunday

1700 Crisis management responding in a digital world



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