ATME 2009 Travel Marketing Conference Las Vegas, NV: May 27-28, 2009 Partner Marketing Effectiveness in the International Travel Industry Michael E. Ricco.

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Presentation transcript:

ATME 2009 Travel Marketing Conference Las Vegas, NV: May 27-28, 2009 Partner Marketing Effectiveness in the International Travel Industry Michael E. Ricco

21st Century Inter-organizational Collaboration Success and Dedicated Alliance Functions

The Problem U.S. international inbound context: ► U.S. share of global travelers continues to decline ► Impact on employment, industry income, tax receipts ► “Competitiveness compounding” aspect

Solutions ► Economic environments ► Linking consumer interests/behaviors with product/experience value ► Marketing strategies/tactics - Individual firm - Individual firm - Comparative destination attractiveness - Comparative destination attractiveness - Industry marketing collaboration - Industry marketing collaboration

Marketing Collaboration ► Heightened need and importance across international borders ► Marketing environment considerations ► The evolving organization and marketing context ► Marketing performance expectations

Collaboration Effectiveness Metrics ► Financial ► Resource access ► Marketing ► Competitiveness ► Relational abilities ► …..Overall

Dedicated Alliance Function ► What is it? ► Is it important? ► Does it impact results?

Dedicated Alliance Function ► Communication skills ► Learning ► Project management ► Cultural sensitivity ► Execution capabilities ► Technology integration ► Training ► Integration ► Partner selection ► Monitoring ► Conflict management ► Ethical integration ► Accountability

How you partner, is as important as why you partner.

Preliminary Pilot Study ► Reduction in metrics. ► DAF vs. non-DAF percentage of successful collaborations. ► Level of DAF experience: outcomes. ► Non-DAF’s: narrower scope of objectives/metrics.

Study Outcomes ► What are the partner marketing effectiveness metrics? ► How do those metrics rank in use? ► Compare and contrast collaborative success. ► Updated model for collaboration? ► Marketing leadership implications.

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