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The ttra Annual International Conference is the premier event in which the global community of practitioners and educators engaged in research, information management, and marketing in the travel, tourism and hospitality industries comes together to network and share best practices. Members in ttra represent a variety of segments from the greater international travel and tourism community, including educators, practitioners, research providers/consultants and users of research.
General Sessions | Sessions générales [clear filter]
Wednesday, June 21
 

08:30

Opening Remarks | Remarques liminaires
Speakers
avatar for Honourable Bardish Chagger

Honourable Bardish Chagger

Minister of Small Business and Tourism, Leader of the Government in the House of Commons
A natural leader and organizer, Bardish Chagger is devoted to inclusion and community building. From assisting with recreational sports for kids to volunteering with seniors, Bardish is committed to strengthening the bonds of the Waterloo community. Bardish was appointed as Leader... Read More →
avatar for Marion Joppe, Ph.D.

Marion Joppe, Ph.D.

ttra Conference Chair, Professor, University of Guelph
avatar for André Roy

André Roy

General Manager, Québec City Tourism


Wednesday June 21, 2017 08:30 - 09:00
Saint-Louis/Kent

09:00

When Behavioral Science Turns the Classical Marketing Model on its Head | Quand la science comportementale chamboule le modèle marketing classique

To better understand, measure, and predict consumer behavior, the world's biggest, most successful brands are turning to the behavioral sciences and non-conscious measurement tools. This presentation will discuss how to apply the behavioral and neurosciences to better understand and predict customers' behavior, and how embracing behavioral principles can help grow a business. System1 Group presents one of the most powerful behavioral science tools on the market. The presentation will also highlight insights from leaders who have adopted non-conscious measurement tools and behavioral marketing principles with transformative effects on their businesses.

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Afin de comprendre, mesurer et prédire le comportement des consommateurs, les plus grandes marques se tournent vers les sciences du comportement et les outils de mesure non conscients. Cette présentation exposera comment appliquer les sciences comportementales et les neurosciences dans le but de mieux comprendre et prédire le comportement des consommateurs. Embrasser ces principes peut aider à faire croitre les affaires. System1 Group présente l’un des outils behavioraux les plus puissants sur le marché. La présentation mettra aussi en vedette les idées de leaders qui ont adopté les outils de mesure non conscients et les principes du marketing behavioral. Ils vous partageront les effets transformatifs sur leurs entreprises.  

Speakers
avatar for Alex Batchelor

Alex Batchelor

COO, System1 Group
Alex Batchelor, Chief Operating Officer at System1 Group, joined the company in 2010 and enjoys helping it continue its rapid growth. He began his career with seven years at Unilever, after which he served as Planning Director at Saatchi & Saatchi, followed by Managing Director at... Read More →

Sponsors
avatar for Longwoods International (DIAMOND)

Longwoods International (DIAMOND)

www.longwoods-intl.com


Wednesday June 21, 2017 09:00 - 10:00
Saint-Louis/Kent

10:30

Gamification in Destination Campaigns | Ludification des campagnes de promotion des destinations


In June 2016, the Ontario Tourism Marketing Partnership (OTMPC) launched its summer campaign as a game with a 10-day teaser phase asking Ontarians to visit WhereAmI.com to guess "Where Am I in the world?" At reveal day, consumers were then directed to OntarioTravel.net to see "Where Am I in Ontario?" This phase lasted 2 days and was followed by a sustain phase for 17 days. The campaign achieved 4.9 million video views in the 29-day period across multiple digital and social channels with total impressions of 38.6 million, far exceeding expectations. The game generated 28,000 guess entries during the intrigue phase with 1.9 million video views during the 2-day reveal phase, exceeding the goal by 146%. Currently being tested in the United States, campaign results and insights gained will be shared with the audience at the TTRA 2017 conference.

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En juin 2016, la Société du Partenariat Ontarien de Marketing Touristique (SPOMT) a lancé sa campagne estivale sous la forme d’un jeu en plusieurs phases. La phase 1, étalée sur 10 jours, demandait aux Ontariens de visiter le site WhereAmI.com pour deviner «Where Am I in the world?» (Où suis-je dans le monde ?). À la fin de cette période, la phase 2 de la campagne débutait et dirigeait les consommateurs vers OntarioTravel.net pour voir «Where Am I in Ontario?» (Où suis-je en Ontario ?). Cette phase a duré 2 jours et a été suivie d’une troisième phase, d’une durée de 17 jours. La campagne dans son ensemble a généré 4,9 millions de visionnements sur les différentes plateformes, avec un impact total de 38,6 millions d’impressions, dépassant largement les attentes. Le jeu a généré 28 000 participations pendant la phase initiale et 1.9 millions de visionnements pendant la seconde phase ce qui dépassait le but fixé par 146%. Le jeu est présentement testé aux États-Unis et les résultats de la campagne seront partagés lors de la conférence à #ttra2017.


Speakers
avatar for Lisa Lavecchia

Lisa Lavecchia

President and CEO, Ontario Tourism Marketing Partnership Corporation
Lisa LaVecchia is the President and CEO of the Ontario Tourism Marketing Partnership (OTMPC), where she is inspired to elevate Ontario as a preferred four-season, tourist destination in a globally competitive tourism market. Her passion and forward-thinking approach to integrated... Read More →

Sponsors
avatar for DK Shifflet

DK Shifflet

www.dkshifflet.com


Wednesday June 21, 2017 10:30 - 11:15
Saint-Louis/Kent

11:45

Skift and Skift Research, A New Age in Travel Business Intelligence | Skift et Skift Research, nouvel âge dans l'intelligence de marché en tourisme


SKIFT is on a mission to transform their knowledge services from a “nice-to-have” to a “must-have” for savvy travel executives and marketers.  Luke Bukjarski, Founding Director & Head of Research, will share recent research from Skift's Digital Destinations Survey, information on the new methodologies and datasets available to destination marketers, how SKIFT maps the traveler journey (beyond the funnel), what's next in travel tech from perspective of platforms and the big online brands, and loyalty strategies for destinations and repeat visitation in travel.

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SKIFT s’est donné pour mission de faire de leurs services de recherche un incontournable pour les cadres avisés du domaine du tourisme et du marketing. Luke Bujarski, Fondateur, directeur et chef de la recherche de Skift, partagera une étude récente de Skift sur les sondages numériques de destination. Les sujets abordés sont : comment Skift cartographie le périple des voyageurs, que réserve la technologie du voyage du futur en ce qui concerne les plateformes et les grandes marques en lignes, et les stratégies de fidélisations et les visites répétées pour les destinations.


Speakers
avatar for Luke Bujarski

Luke Bujarski

Founding Director & Head of Skift Research, Skift.com
Luke Bujarski is the founding director of research at Skift, a global travel industry intelligence platform. He is an accomplished researcher and analyst specializing in the evolution and convergence of travel and technology. In previous roles, Luke led a successful pan-European team... Read More →

Sponsors
avatar for LA Tourism

LA Tourism

www.discoverlosangeles.com/tourism


Wednesday June 21, 2017 11:45 - 12:30
Saint-Louis/Kent
 
Thursday, June 22
 

09:00

Too Big for Big Data: How We Can Answer Travel & Tourism's Toughest Questions | Trop plein de données massives: comment répondre aux questions en suspend de l’industrie touristiques


We've got more data than we ever dreamed possible...so why are answers so hard to come by? Jon Bromstein, Analytical Lead at Google Canada, will discuss the need to re-examine the way we ask questions as he walks through the truths, myths, and endless possibilities of the information Google generates and analyzes every day. 

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Nous avons désormais accès à plus de données que nous en avions rêvé… alors pourquoi est-ce si difficile de les faire parler ? Jon Bromstein, expert en analyse de données chez Google Canada, discutera de l’impératif de revoir notre manière de questionner les données. Il déboulonnera les mythes et exposera les possibilités infinies à exploiter à partir des données que Google génère.


Speakers
avatar for Jon Bromstein

Jon Bromstein

Analytical Lead, Google
Following a 6-year career in credit analytics and product management at Capital One Canada, Jon Bromstein joined Google as the Analytical Lead for Travel in early 2013. Today he oversees analytics across Travel and Tourism, along with the Canadian public sector. Jon is passionate... Read More →

Sponsors
avatar for Province of Québec

Province of Québec

www.quebecoriginal.com/en-ca


Thursday June 22, 2017 09:00 - 09:30
Saint-Louis/Kent

12:45

#NoMoreBoringSurveys: When and How to Gamify Your Research | #PlusDeSondagesEnnuyants : quand et comment rendre votre recherche plus ludique


Need to better understand your customers, employees, or stakeholders?

A Custom Panel offers an ongoing survey environment with regular access to your panelists for quick screenings, deep dives, longitudinal surveys or ad-hoc qualitative sessions such as co-creation or online chats. As experts in this field, IPSOS employs several techniques to ensure respondent engagement and better insights. One of their favorite techniques is gamifying research activities and other panel communications.

Join Pricilla Fisk as she shares interesting Custom Panel case studies where gamification and other engagement techniques resulted in strategy-driving results.  


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Vous aimeriez mieux comprendre vos clients, employés ou parties prenantes ?

Un panel sur mesure offre l’accès continu et régulier aux participants, que ce soit pour un aperçu rapide ou plus approfondi, une étude longitudinale ou des sessions qualitatives ad-hoc telles que la co-création ou des clavardages en ligne.  Avec une vaste expertise dans le domaine, IPSOS a recours à plusieurs techniques pour favoriser l’engagement des répondants ainsi qu’une analyse fine. Parmi ces techniques, les activités de recherche ludiques et autres panels de communication figurent comme des favoris.

Joignez-vous à Pricilla Fisk alors qu’elle partagera des cas de figure où la ludification et d’autres techniques d’engagement des répondants ont permis d’obtenir des résultats dignes d’orienter la stratégie d’organisations de prestige.


Speakers
avatar for Priscilla Fisk

Priscilla Fisk

Senior Vice President, Ipsos Interactive Services
Priscilla Fisk is the Senior Vice President of Ipsos Custom Panels, the Ipsos business unit dedicated to the creation and management of proprietary client panels and the associated research activities. She began her career in IT working as a Business Systems Consultant and Database... Read More →

Sponsors
avatar for STR

STR

www.str.com


Thursday June 22, 2017 12:45 - 13:15
Saint-Louis/Kent

13:30

How Technology Continues to Improve Insights and Drive Travelers Down the Path to Purchase | Comment la technologie continue d’améliorer la compréhension des affaires et guide les voyageurs sur le chemin de l’achat


Canadian and US online travel shoppers are now consuming billions of minutes each year engaging in travel content. This presentation explores how The Hawai’i Tourism Authority (HTA) and global online giant Expedia have used a collaborative approach to taking marketing technology to the next level.

In what was widely considered to be a ground-breaking campaign, Discover Your Aloha, Hawai’i, and Expedia used facial recognition software to guide consumers further down the path to purchase.

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Les consommateurs qui achètent leurs produits de voyage en ligne aux Canada et aux États-Unis consacrent désormais des milliards de minutes chaque année à la consultation de contenu touristique numérique. Cette présentation explore comment Hawai’i Tourism Authority (HTA) et Expedia ont eu recours à une approche collaborative pour projeter la technologie marketing à un niveau supérieur.

Avec leur campagne avant-gardiste «Discover Your Aloha», HTA et Expedia ont eu recours à la reconnaissance faciale pour guider leurs clients sur le chemin de l’achat.


Moderators
avatar for Daniel Nāho‘opi‘i

Daniel Nāho‘opi‘i

Executive Vice President, SMS Research & Marketing Services, Inc.
Daniel Nāho‘opi‘i brings two decades of extensive experience in marketing research and evaluation to his responsibilities for the Hawai‘i Tourism Authority. He oversees the production, organization, and interpretation of data related to Hawai‘i’s visitor industry, and he... Read More →

Speakers
avatar for Damon Fairchild

Damon Fairchild

Senior Account Executive, Expedia Media Solutions
Damon Fairchild is a senior account executive for Expedia Media Solutions, where he is responsible for creating digital marketing partnerships and campaigns in Hawaii. Over the past six years at Expedia, he has worked closely with a diverse group of Hawaii partners, including tour... Read More →

Sponsors
avatar for ADARA (DIAMOND)

ADARA (DIAMOND)

www.adara.com


Thursday June 22, 2017 13:30 - 14:00
Saint-Louis/Kent

16:00

Researching on the Impact of Global Social, Political, and Economic Trends on Travel Behaviors | La recherche sur l’influence des tendances sociales, politiques et économiques affectant le comportement des voyageurs

Global economic, consumer, social and politic trends are external forces that massively impact the way people travel. TCI Research will share views and methodologies about how conventional survey-based and Big Data research opportunities can help understand and measure the influence of global trends on tourism destinations and business.

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Les tendances économiques, sociale, politiques et de consommation exercent des forces importantes sur la manière dont les touristes voyagent à l’échelle globale. M. Henry-Biabaud partagera la vision et les méthodes de recherche de TCI Research portant sur les sondages et les données massives. Il présentera comment celles-ci peuvent aider les destinations et les entreprises touristiques à comprendre et mesurer l’influence de ces tendances globales.

 

Speakers
avatar for Olivier Henry-Biabaud

Olivier Henry-Biabaud

Founder & CEO, TCI Research
Olivier Henry-Biabaud founded TCI Research in 2010. He has 20 years’ experience in market research at global companies, including TNS and Ipsos. As a specialist in the visitor experience, he has been in charge of large-scale research programs measuring destination competitiveness... Read More →


Thursday June 22, 2017 16:00 - 16:30
Saint-Louis/Kent

16:30

Facts Matter | L'importance des faits


David Goldstein, President & CEO of Destination Canada relies heavily on fact-based decision-making as head of the country’s national tourism marketing organization. In his keynote address, Goldstein will discuss how a balance of “poetry” and “plumbing’ is essential for good marketing. Consumers usually see the “poetry” or storytelling aspect of a marketing campaign, but it is the “plumbing” – market research and analytics– that drives strategy and demonstrates return on investment. Find out how Destination Canada is using commercially relevant research to hone its marketing campaigns, gain market share and stimulate further investment for the tourism sector in Canada.

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David Goldstein, président et PDG, Destination Canada, l’organisation responsable du marketing de destination canadien, appuie fortement son processus décisionnel sur des faits, c’est-à-dire des données issues de la recherche. Dans sa conférence, M. Goldstein discutera de l’équilibre à atteindre en marketing entre la «poésie» et la «mécanique». Les consommateurs voient la «poésie» et l’aspect «récit» d’une campagne marketing, mais c’est la «mécanique» - la recherche et l’analyse de marché - qui dirige la stratégie et démontre le retour sur investissement. Découvrez comment Destination Canada utilise la recherche pour affiner ses campagnes marketing, gagner des parts de marché et stimuler les investissements en tourisme au Canada.


Speakers
avatar for David Goldstein

David Goldstein

President & CEO / Président-directeur général, Destination Canada
David Goldstein has had a long and distinguished career in Canada’s tourism and media sectors. He has extensive experience in national leadership and strategic business planning, as well as deep knowledge of communications and stakeholder (government, media, and investors) relations... Read More →


Thursday June 22, 2017 16:30 - 17:00
Saint-Louis/Kent