The activities program to be staged at FITUR 2012 from January 18-22,2012 will include the staging of the sixth edition of FITURTECH, the Tourism Innovation and Technology Forum scheduled for January 18-20, under the heading of “Be Different,” the Hotel Technological Institute (ITH), which will be organising these activities in conjunction with the fair, aims to introduce professionals to the technological tools that can be used in order to distinguish their products from others and help them position themselves favourably vis-à-vis competitors, especially within the context of the difficult marketing environment that currently exists.
Standing Out on the Market
In this respect, over the three days of the fair that are devoted to members of the industry each session will be devoted to explaining exactly how to make a company and its products and services more attractive to consumers, within the context of the growing use of new technologies and mobile devices. Thus, on January 18, under the heading of “Be Different in Marketing”, participants at the event will learn how hotel companies can enter the electronic commerce market, a sales channel that is being increasingly used by tourism customers and one which, according to forecasts, is expected to grow even more over the next few years, especially based on the use of smart phones, iphones, etc. Among the activities that will be organised under this heading, a roundtable conference will tackle the theme by bringing together a number of representatives from key companies regarding the development and use of this technology, such as GOOGLE MOBILE ADVERTISING; RUSTICAE, AXEL HOTELES, NOKIA AND PRICEWATERHOUSECOOPERS, among others.
On the following day, January 19, under the heading of “Be Different with Your Product,” participants will learn how to make their marketing proposals more attractive, whilst distinguishing them from those of competitors, especially within the context of a consolidated tourist market that is somewhat saturated with ideas and that reduces the visibility of any one product in particular. Among other activities, the heads of companies such as MELIA HOTELS INTERNACIONAL, AC HOTELES, NH HOTELES, RELAIS & CHATEAUX, AXEL HOTELES and FIESTA HOTEL GROUP will take part in a roundtable on “Product and Service Innovation,” sharing the strategies that each of the companies has introduced. Furthermore, in a Workshop on Online Reputation, the heads of TRIPADVISOR and INTERNET REPUBLICA will present some of the key aspects when it comes to positioning oneself vis-à-vis end consumers.
On the last day, January 20, under the heading of “Be Different Attracting Customers”, participants will be shown how to create some truly special marketing and publicity measures in order to reach consumers and turn them into loyal followers of a particular brand or company. In this sense, we might mention the staging of the roundtable entitled “New Ways of Reaching Customers,” where representatives from some of the leading companies on the tourist market and within the new technologies segment such as IBERIA, NH HOTELES, ROOMMATE HOTELS, INTELITUR, FIESTA HOTEL GROUP, FACEBOOK and TELEFÓNICA will describe their experiences within this field. A meeting of the Hosteltur Community will also take place on January 20, effectively concluding the year 2012 edition of FITURTECH, an event organised by FITUR and ITH that also enjoys the collaboration of the World Tourism Organisation and the Madrid Tourist Board.
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