Arival, an information and insights provider for the in-destination experiences industry, is gearing up for Arival 360 | Berlin 2023, a conference by and for the experiences industry, which takes place from 5 – 7 March.
The three-day event will feature theatre sessions, exploring new ideas, research and trends, as well as breakout sessions and workshops. There will also be meetings and demons in the networking lounge, and a range of events and experience opportunities.
The agenda includes more than 50 expert speakers and over 40 theatre, breakout sessions and workshops, all designed to help creators and sellers of tours, activities and attractions learn, connect and grow their businesses.
Highlights at Arival 360 | Berlin 2023
1. Global trends and a focus on Europe
When, where, and how much will travellers be returning to Europe and beyond, and who are they? Attendees will be led through the most recent Arival research findings on shifting traveller habits and tastes, as well as technology and distribution, by Arival CEO Douglas Quinby.
They will also hear from some of the industry’s leading trend-spotters, including Peter Ulwahn, CEO of TUI Musement, and Juan Gomez from the travel intelligence company ForwardKeys. An expert panel from the Asia Pacific travel industry will also address the effects that the region’s return to travel will have on Europe and other continents.
2. Everything you want to know about Google’s Things to do
On the theatre stage, Emmanuel Marot, Google’s director of product development for travel, will give an update on the newest developments with Google’s Things to do platform for tickets & experiences and what they mean for operators. Ahead of the event, attendees will have the opportunity to submit their questions for Marot.
3. What does generative AI mean for the industry?
In the tech industry and pretty much everywhere else, generative AI and ChatGPT are making waves, but does this truly apply to operators in this people-focused industry?
Marc Mekki, a former tour guide turned strategic innovation advisor, will be on hand to help operators engaged in face-to-face, human-to-human interactions to understand what is actually happening. He will talk about what generative AI will mean for the travel industry in particular and what operators should and shouldn’t be doing to take advantage of the developments generative AI will bring about and avoid falling behind in a featured theatre session.
4. How to grow your business
The event will cover topics including dealing with OTAs, channel management, distribution through other channels, and group sales. There will also be a special double-length workshop on scaling and growing with Cultivate Advisors.
5. The future of experience design
The experiences are ultimately what matters. There will be various seminars on creating extraordinary experiences, including an interactive workshop on creating captivating experiences led by Mitch Bach of TripSchool and Stephen Oddo of Walks. Additionally, there will be a breakout session on hiring, training, and retaining guides—the crucial individuals who deliver the experiences—as well as a double session devoted to culinary adventures.
6. Using humour to connect with visitors
The potential for tourism to alter lives doesn’t have to be serious.
The importance of laughter has never been higher, and the appropriate joke delivered at the right time can create a truly memorable moment for the visitor. In a session that promises to be enjoyably funny, Olivier Giraud, award-winning performer of “How to Become a Parisian in One Hour,” will demonstrate how he utilises comedy to engage his audience and introduce them to a location and a culture in this featured session.
7. Making a positive impact
Those in the industry aspire to make the world a better place through travel, but how does one actually go about doing that? Theoretically, it can be a good idea to implement sustainability measures, but in reality, it can be unrealistic and difficult to do so while still operating a successful company.
This is something that Anne de Jong from the Good Tourism Institute and Peigi Rodan from Withlocals are aware of, and they will be demonstrating how to create experiences that delight and attract visitors, have a positive effect on nearby communities and increase profitability.
Plus, attendees will hear from a few small business owners who are making a significant contribution to their communities. Cantal Bakker, the founder of Pikkala Bikes, will explain how looking for a bicycle rental while travelling to Morocco led to the creation of a social enterprise that empowers local youth by offering bike tours, riding instruction for girls, and other services. They will also learn more about how Invisible Cities educates people who have experienced homelessness to work as tour guides and share local tales that the majority of tourists never hear.
8. Direct booking, marketing, tech, TikTok and more
The main stage will include direct booking, and there will be breakout sessions on topics including dynamic pricing, PR, and dealing with content creators. Brennan Bliss from Propellic will discuss advanced SEO and travel influencer Ravi Roth will explore vertical video.
Attendees will also have the chance to speak with digital marketing specialists one-on-one about increasing their website conversions during a two-hour “website slam” breakout session.
There will be sessions that are only open to Insider Pro Access members, providing a more personalised, in-depth experience and the chance to connect with other Pros.
To explore the full list of speakers and sessions, check out the agenda here. Those who have not yet got a ticket still have a chance to save up to €230 through 15 February.
Arival recently published its latest study, The Global Attractions Traveler, in a collaboration with Phocuswright. Survey data from more than 4,000 visitors from Europe and the United States was compiled and analysed, helping to reveal how travellers choose and book tourism destinations, how these preferences have evolved in the wake of the pandemic, and what this means for advertisers and attraction owners in 2023.
Header photo: Levin / Unsplash
