Personalisation and Customised Travel: The Drivers of Asian Tourism

Personalisation and Customised Travel: The Drivers of Asian Tourism

6 Nov 2019, 10:30 - 13:30

Asia Inspiration Zone

Session Moderator: Trevor Weltman, Chief of Staff, PATA 

10.30 Opening – Dr Mario Hardy, CEO, PATA 

10.40 Panel 1 – China: The Future of Travel 

Get up to speed on the latest news and trends in the rapidly developing Chinese outbound tourism market and digital landscape, and what these mean for tourism brands and businesses who want to tap into the world’s leading source of outbound travellers.

The session includes a keynote from Chinese digital marketing agency Dragon Trail Interactive’s Managing Director – EMEA, Roy Graff, and a panel session with global tourism stakeholders to share their own observations, experiences, and advice for attracting and working with the Chinese market.  

•Roy Graff, Managing Director EMEA, Dragon Trail Interactive

•Sienna Parulis-Cook, Communications Manager, Dragon Trail Interactive

•Jon Jiang, CEO of Lulutrip 

•Mateo Asensio, Head of Promotional Actions, Turisme de Barcelona

•Renee Hartmann, CEO, Chinese Luxury Advisors


11.30 Panel 2 – Immersive Authenticity: Evolving Destination Management


For decades, the travel and tourism industry has largely focused on the pursuit of more: more flights, more hotel rooms, and more visitors. Absolute growth at all costs has been the measure of success. Increasingly, and in light of recent events, however, the travel and tourism industry has questioned this approach and begun the shift to a ‘less is more’ approach. Community, social and environmental constraints have played some part in this shift, as well as changing consumer expectations. The challenge for destinations and their accommodation, tour operator, attraction and activity partners has now become one of how to manage the individual visitor experience with authenticity, versus solely marketing and promotion.

Winners in this new reality will be the destinations that not only invest in tourism but those that understand the key motivators that will drive the international traveller of the future – in order to mount innovative destination and experience development strategies.

This session will explore the business case for destination management and the role DMOs and operators need to play to evolve product and experience offerings to engage with consumers interested in immersive and authentic experiences. The session will involve a moderated discussion by destination development firm Twenty31 and include senior expert panelists from Sojern and two global DMOs.


•Joe Naaman, Partner, Twenty31 Consulting Inc. (USA)


•Michele Saran, CEO, Tourism Nova Scotia (Canada)

•Raki Phillips, CEO, Ras Al Khaimah Tourism Development Authority (UAE) 

•Russell Young, Managing Director, APAC, Sojern (Singapore)


12.30 Wrap Up and Networking Lunch 


13.30 Close 


Please pre-register to attend this session: Please click here to register


  • Trevor Weltman


    Chief of Staff


    Trevor Weltman is the Chief of Staff at PATA, where he oversees the day-to-day operations of the association. Trevor has over 10 years of experience...

  • Mateo Asensio


    Head of Promotional Actions

    Turisme de Barcelona

    Head of Promotional Actions for Turisme de Barcelona, Mateo Asensio is a professional with 20 years of experience in tourism, including extensive...

  • Roy Graff


    Managing Director, EMEA

    Dragon Trail Interactive

    Managing Director of Dragon Trail Interactive for the EMEA region, Roy Graff brings over 20 years of experience working in and with China in the...

  • Sienna Parulis-Cook


    Associate Director of Communications

    Dragon Trail Interactive

    Sienna Parulis-Cook is Dragon Trail’s Associate Director of Communications. She writes articles and reports on the Chinese digital landscape and...

  • Jonathan Jiang


    Co-founder & CEO

    Lulutrip & World++

    Jonathan Jiang, Co-founder and CEO of Lulutrip and World++, firmly believes that technology can fundamentally improve the way people travel. In 2007,...

  • Renee Hartmann



    China Luxury Advisors

    Renee Hartmann is the co-founder of China Luxury Advisors and has been focused on the China market since 2000, with a specialty in understanding and...

  • Raki Phillips



    Ras Al Khaimah Tourism Development Authority

    Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority (RAKTDA) since June 2019, brings a wealth of industry experience to aid the...

  • Joe Naaman



    Twenty31 Consulting Inc

    An executive, advisor and entrepreneur with a passion for leading small and large institutions into new territory while respecting existing values,...

  • Dr Mario Hardy




    Dr Hardy was appointed as Chief Executive Officer of the Pacific Asia Travel Association (PATA), the not-for-profit membership association that...

  • Michele Saran



    Tourism Nova Scotia

    Michele Saran became the first permanent CEO of Tourism Nova Scotia in May 2016.  As CEO, Michele is focused on establishing strong relationships...

  • Russell Young


    Managing Director, APAC


    Russell has worked in the online travel and tourism industry for over fourteen years. As APAC managing director, he leads Sojern’s APAC sales and...