Peñarroya Group celebrates the “Digital Traveller” Business Forum

As part of events to mark its 50th anniversary, the Peñarroya Group is running an extensive programme of activities, including three business forums to showcase the main trends and some of the main challenges faced by hotel companies.

 

The Peñarroya Group is taking advantage of this occasion to invite entrepreneurs, institutions and professionals from the province of Málaga to exchange ideas and impressions to help build better businesses. Furthermore, the group wanted to attract well known speakers from the worlds of business and academia to share their knowledge and experience with the Costa del Sol’s entire corporate sector.

 

The first of these three Business Forums was held on Thursday 27 October with the title “The digital traveller”. It included a deep analysis of the new type of traveller, the search for experiences, new distribution channels and first person accounts of the digital transformation of tourism.

 

 

Nowadays, over 95% of travellers use digital resources when travelling. However, not only does the digital transformation of companies in the tourism sector have a positive impact on job creation, the efficiency of resources and the use of more collaborative models also presents a series of barriers that have to be overcome.

 

Due to this new scenario, the Peñarroya Group wanted to share all of these important issues with speakers and attendees, to ensure future development to allow the Costa del Sol to meet the demand of the new traveller.

 

Pablo Foncillas

In order to gain a more in-depth analysis of these issues, the Peñarroya Group arranged takes by speakers who are experts in this area, such as Pablo Foncillas (Lecturer at IESE Business School), who spoke about the interaction of online and off line channels in his presentation entitled “On/off, two channels and one destination: sell more” explaining some myths and key aspects in the multi-channel era.

 

After a nutritious and healthy breakfast, Sergio Zertuche (Vice President of Global Sales & Marketing at Palladium Hotel Group, Ushuaia and Hard Rock, among other brands forming part of the Palladium Group) performed a comprehensive analysis of the new markets and the complex strategies that interact in digital marketing, in his talk entitled “Traditional marketing-online marketing evolution: Customer journey”.

 

Sergio Zertuche

 

Following this presentation, the numerous entrepreneurs, specialist journalists and representatives of the largest Costa del Sol institutions had the opportunity to attend an interesting debate, during which the two speakers exchanged their impressions with Maria Francisca Peñarroya, Managing Director of Holiday World, and Rocío Albella from Deloitte Digital.

 

An extremely positive exchange of knowledge an experiences that we will be repeating at the next two events that we have scheduled as part of our 50th anniversary programme.