Hylink’s U.S. managing director Humphrey Ho recently gave a speech at the Destination on the Left Virtual Summit, during which he spoke about data-driven marketing and how it differs in each segment of the travel and tourism industry. He then described the difference between branded and performance campaigns, and how to measure their effectiveness with new tools.
Mr. Ho also talked about how for DMOs, the user demographic is changing, and visibility is becoming more of a challenge in the Chinese market. Though DMOs are using data like traditional brand marketers to forecast all of the implications and the campaign’s overall effectiveness, DMOs still have a responsibility to figure out what their brand means to the Chinese travelers.
Destination on the Left's virtual summit is a series of interviews with experts on successful collaborations, creative marketing ideas and best practices in the travel and tourism industry. The summit provides an opportunity for professionals in the travel & tourism industry to share what they have learned and successes that they have achieved.