11th ITB Hospitality Day on Digital Natives and the "Investment Guest"
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Berlin (February 19, 2016). Digitalisation will be a key theme at this year's ITB Hotel Conference, and at the ITB Hospitality Day, this will be linked in with the subject of employees (of the future) and with the guest in the two last discussion rounds. A future researcher talks of digital natives and experts talk about the "investment guest".
Futurologist Andreas Reinter from ZTB Zukunftsbüro, Vienna, bridges the gap between the digital themes of the day and Digital Natives. Digital Natives are those born between 1980 and 1997 and who from 2020 will form half of the entire workforce. Media hype surrounding this group is just as intense as for their successors, the Millennials. But what do they actually want?
In a quick 30-minute interlude, Andreas Reiter, one of Austria's most renowned futurologists will describe the character of this generation, whose attitudes are markedly different to those of the baby boomers. What can today's hoteliers learn from these internet-driven Co-, Cloud- and Click-workers? From young people born into wealthy societies and who value leisure time just as much as work...
> 16-16:30 h An Interlude: Future Spirit. How Digital Natives Live And Work.
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| Frank Astheimer, Miles & More. |
The focus then switches from the employee to the guest. The guest is almost forgotten in the flood of digitalisation discussions. Yet they are the central element in the hospitality business. Since guests are no longer as loyal as they were previously, there's new competition for customer favour. Who will win the marathon for old and new guests? And by what means?
Four experts will discuss this: As non-hotelier, Frank Astheimer, Director of Partner Programmes for Miles & More in Frankfurt, will provide his experience.
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| Sarah Kennedy Ellis, Sabre. |
Elina Zois will represent the soon-to-be biggest hotel chain in the world (after the merger with Starwood Hotels). She is Director Marriott Rewards & CRM Europe from Marriott International in London; the Marriott Rewards Programme in already one of the biggest and most attractive chain rewards programmes. But are guests still tempted with points and miles? Or are they better swayed by social media and ratings?
Benjamin Jost, Chief Executive Officer of TrustYou, Munich, can say something on this subject. Sabre Hospitality Solutions looked at this issue in a study. Sarah Kennedy Ellis, Vice President of Global Marketing at Sabre reports.
> 16:40-17:40 h Investing In Guests. Points & Miles, Social Media & Reviews…
You can find the complete ITB Hospitality Day Programme under this link.
The 11th ITB Hospitality Day will take place on Thursday, March 10, 2016 in Hall 7.1b/ Auditorium London. Entry is free for all ITB visitors. HospitalityInside is the exclusive media partner of the conference.
Those who are not able to attend the trade fair can follow the hotel conference via an Internet Livestream under this link! / kn
You will find the summarizing panel reports of the ITB Hospitality Day 2015 under this link. This year again, hospitalityInside.com will provide such summaries – available from March 18 on our page 1, accessible for all users.
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