TOPICS & MODERATORS
Value Creation at All Levels
Thanks to the suggestions from the topic survey, this year we again have forward-looking and highly relevant sessions. These will be led by this year's moderator teams, who will appear in pairs for the first time, no longer divided into "moderator" and "mindmapper".
With the support of Claudia Brözel and Sara Spataro from Eberswalde University of Applied Sciences, this year’s online survey was once again professionally analyzed and, in collaboration with Wolfgang Weiler from Projekt D (who, as in 2016, will play a key role in curating the Werkschau), the results were assigned to the following 6 × 3 workshops:
STRATEGIES FOR TOURISM
(Rethink / Develop Solutions)
(Moderators: Cornelius Obier & Matthias Burzinski)
- Fire Extinguisher, Accelerant, or Management Tool (Strategic Concepts in Tourism / Status Quo / Exchange of Experiences / Exchange of Opinions / Inventory)
- Self-Perception of Tourism (Tourism Mindset / Concepts for Greater Appreciation / Tourism as an Economic Factor / Guest vs. Local / Citizen & Political Participation / Suppliers)
- National Tourism Concept: Pros & Cons (Federal or State Matter / Objectives / Impact / Target Groups / Stakeholders)
DIGITAL VERSUS ANALOG
(Brainstorming / Impulses)
(Moderators: Dirk Schmücker & Achim Schloemer)
- Digitalization in the World of Work
(Threat or Opportunity / Automation of Jobs / Skilled Workers / Product Improvement / Home Office / Flexibility / Work-Life) - Disruption: Sharing Economy and Tourism
(Current Players / Impacts on Tourism / Opportunities & Challenges for Hotels & Destinations / Tasks for Policy Makers) - Analog Products in Digital Times
(Rethinking Product Development / Virtual Experiences Instead of Real Vacations / How Much Digitalization Can a Guest Tolerate) | Expert Impulse: Arne Schultchen
CLARITY THROUGH INSIGHT
(Develop Solutions / Impulses)
(Moderators: Uwe Frers & Ilka Leutritz)
- Rulebreakers & Startups
(Learnings & Success Factors at Airbnb & Urlaubspiraten, Trivago, GetYourGuide & Co. / Platform Economy Instead of Tourism Mindset) - Business Intelligence despite Data Protection
(Limits & Opportunities / Use of Customer Data / Spinning without Limits / Data Protection Tips) | Expert Impulse: Lawyer David Oberbeck - Digital Infrastructure: Impressive Front, Flawed Back
(Guests vs. Employees / Bots & Fax Machines / Digital Guest Directories & Windows XP / Virtual Reality & Feature Phones) | Expert Impulses: Stefan Huber and Georg Skala
MAKING THE HIDDEN VISIBLE
(Systemic Constellations)
(Moderators: Georg Müller-Christ & Sybille Wiedenmann)
- A Look into the Organization
(Corporate Culture / Management & Leadership vs. Motivation / Salary vs. Performance Expectations / New Demands vs. Classic Work Models / Political Influence in Operations vs. Agile Processes) - A Look into the Destination
(Roles & Tasks in the Destination: Hotels - Gastronomy - Retail - Citizens - Politics - Leisure Facilities - Crafts etc. / Collaboration as Appreciation / Collaboration with Platforms, Associations etc.) - A Look within Ourselves
(Tension Fields for Leaders / Skills to Shape Change / Personal Growth Areas for the Future)
SALES 4.0
(Exchange of Experiences / Brainstorming)
(Moderators: Ullrich Kastner & Gunar Bergemann)
- Sales to Smartphone Enthusiasts
(Expectations / Technical Requirements of Platforms and IBEs / New Demand / Apps Yes or No / Assistance Services / Beacon & Geofencing) - 365 Days of Demand
(Eventification / Ideas for Low-Booking Periods in Year-Round Offers / Control Options) - Machines Don't Smile
(Hospitality Instead of Processing / Customer Loyalty / Trust / Permanent Repeat Visitors / Bonus Programs / CRM Approaches)
FREE SPACE
(Magic Roundtable)
(Moderators: Claudia Brözel & Kirsi Hyvaerinen)
Participants each get the opportunity in an opening round with 1 minute of speaking time – which can also be "gifted" – to determine the topics of the round. The time "melts" like an ice talking stick, and the other participants decide whom they wish to listen to and who truly gets to speak.
New this year: The third session is a discussion round exclusively for women.