Jeremy Kressmann

The meetings and events sector is evolving at a rapid pace. Pioneering events like South by Southwest and C2 are raising event attendees' expectations, putting pressure on organizers to design more engaging experiences at events of all shapes and sizes. Meanwhile, new types of event technology like artificial intelligence and personalization tools offer new opportunities (and challenges) for meeting planners. This report investigates the state of today's conference and event sector, and examines how organizers should look to evolve their own event strategies in response in the years ahead.

Content marketing has evolved from a novelty into the mainstream of the travel industry. Not only are more travel marketers creating content as part of their broader advertising strategies, they’re also spending more to produce it. But as more travel brands ramp up content marketing initiatives, there are challenges, including how to measure the ROI of such programs, dealing with influencers, and determining how to create content in a cost-efficient manner. Which content strategies are gaining traction with travel brands in 2017 as they look to evolve their efforts in the year to come?

The very nature of investment in the travel startup space remains complicated. A lot of hype but also plenty of opportunity and big payouts for those who can bring together the right tech, the right user experience, for the right market segments. This report delves into what has worked and what investors should be paying attention to as we move into 2017.

Many travel industry executives are excited about the potential of virtual reality to deliver immersive experiences that help them better sell travel products to potential customers. Historically, the technology has passed through a series of boom and bust cycles. The relative successes and failures of these campaigns will depend entirely on consumer adoption.

Industry consolidation and innovation is ramping up as the tours and activities sector finally comes online. But a range of technical and logistical challenges still hold the sector back. How are tour operators adapting, and what strategies are helping them thrive in this dynamic environment?

Millennial travelers represent a lucrative source of spending for travel brands but also a confusing web of contradictory habits than can be difficult to unravel. What deeper insights are really driving millennial travel habits, and how are marketers adapting their strategies to cater this surging age group?

Location data represents an entirely new layer of digital information that travel marketers can utilize to understand potential customers and engage travelers with compelling stories about destinations. The opportunity to use location data is particularly compelling for tourism organizations, which have traditionally served as an intermediary between travelers and local businesses.

Loyalty programs have become a multi-billion dollar revenue stream for travel companies, yet this success has come at the expense of their original purpose: forging stronger connections with customers. How can marketers capitalize on new innovations in technology and shifts in traveler behavior to build more genuine customer loyalty and larger profits in the future?