Abta sets agenda for annual luxury travel conference

Helping attendees identify what luxury travellers are looking for will be Marloes De Vries, travel analyst with leading research and insights agency Mintel.

Among those discussing how to adapt and thrive in the luxury space will be Beth Taubner, the founder and creative director of branding and strategy company Mercurylab.

Taubner is responsible for a wide range of branding programmes, concepts, visuals and communications for all sizes of business worldwide and will look at the power of brand attributes during her session.

The event takes place on March 21 in central London and the role of influencers in marketing strategy will also come under the spotlight.

In a session with Rohan Midha, co-founder of PMYB, a leading digital influencer marketing agency, delegates will hear how to select and verify influencers and run campaigns successfully.

Completing the marketing line-up will be Jasman Ahmad, planning director with Accord, who will give the audience tips and ideas on how to reach the luxury traveller across the purchasing journey.

Abta is offering a limited number of complimentary places for member travel agency representatives for the day-long conference, which will be moderated by ttgluxury editor, April Hutchinson as part of Abta and TTG Media’s ongoing events collaboration.

Hutchinson said: “Ensuring consumer trust is key in this sector, one where huge budgets can be at stake, with incredibly complex bookings and high expectations.

“This conference will arm delegates with the tools needed to ensure more effective and relevant communication with the luxury traveller, across the board.

"We will look at how to develop your luxury brand, improve marketing and sell to luxury consumers as well as mastering the art of social media and the use of social influencers.”

Travel companies joining the discussion line-up on the day include Abercrombie & Kent’s managing director Kerry Golds and Brown and Hudson founder Philippe Brown, who will give their perspective on luxury travel trends.

Brown will also present a session on challenges and opportunities for agents in the luxury sector and how “trusted advisors” can elevate their role in the luxury space, as well as growing clients through strategic partnerships.

Following a recent overhaul of its shop in Alderley Edge, Carrier’s retail manager Caroline Hutchinson and the company’s head of sales Rick Milne will look at how agents can reinvent the retail experience in the luxury sector.

Other speakers and panellists on the day will include Antonio Paradiso, managing director UK and Ireland for MSC Cruises; Lindsey Spagnol, business development director EMEA for private jet holiday specialist TCS World Travel; and Iain Powell, head of trade sales, Saga Holidays & Cruise.

“I look forward to moderating a varied and inspiring day at an event Abta sees as ideal for everyone from those new to the luxury market to the more experienced professionals,” said Hutchinson.

“Whether you’re working in product, sales, marketing, retail or customer service, there will be something for you at this event.

"It’s also important just to engage with trends and peers to ensure your business and ideas are fit for purpose, and we hope this event will do that.”