Learning from Across the Globe - Masterclass, Monday 14 May 2007 - Gleneagles Hotel
The next in the series of Tourism Masterclasses will be presented by Dr Michelle Harrison of the Henley Centre and will focus on changes in leisure and lifestyle and how these present opportunities for your business.
For this Masterclass 2007 Henley will bring a fresh and innovative approach where they will build on the research from the last two years, which included focusing on key consumer and market trends, key trends that shape demand and expectation for service standards, key demographic and lifestyle groups that present opportunity for growth in the industry and more recently in 2006, presented findings from a series of focus groups that considered the Scottish ‘brand’.
This year, Henley will surprise the audience with a fresh and new perspective. This insight will be extremely relevant to both individuals operating in the small business and those within larger corporations where the attendees will be able to use what they learn in the Masterclass in their day to day business practices and stimulate longer term strategic thinking.
The Masterclass 2007 will bring a truly global perspective to the future of the Scottish tourism industry, giving an update on the following trends:
• How are consumers behaving in the leading markets across the globe?
• How is this influencing their leisure, recreation and travel behaviours?
• What are the key similarities and differences between people from different countries?
• What are the implications for Scotland's tourism market?
Dr Harrison will also discuss inspiration, insight and exploration from around the world. How are different markets responding to these challenges and opportunities in the tourist sector?
Other areas Dr Harrison will cover are Global opportunities and Global Streetscapes - What this means for Scotland?
Global Streetscapes is a network of culturally connected individuals who gather consumer intelligence from around the globe to provide strategic and creative inspiration for companies, brands and agencies. Inspiration will come from fresh examples and new perspectives to enrich the client’s understanding of the market place, providing a spur for creativity and inspiration. Insight comes from the latest trends and energies that are shaping businesses: how they are spreading, morphing and the new possibilities they are creating for growth. Exploration comes from considering positioning and meaning and identifying existing platforms for connection with consumers.
Book your place now to avoid disappointment as numbers are limited.
To book your place or for more information visit www.scottish-enterprise.com/tourismevents
Cost: £85 + VAT
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