TOPICS & MODERATORS
Value Creation at All Levels
Thanks to the suggestions from the topic survey, we once again have forward-looking and highly relevant sessions this year. These will be led by this year’s teams of moderators, who—for the first time ever—will work as a co-lead duo rather than being divided into a “moderator” and a “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 content for the exhibition), the results were assigned to the following 6 × 3 workshops:
STRATEGIES FOR TOURISM
(Rethinking / Developing Solutions)
(Hosts: Cornelius Obier & Matthias Burzinski)
- Fire Extinguisher, Fire Accelerator, or Guiding Tool (Strategic Concepts in Tourism / Current Situation / Exchange of Experiences / Exchange of Views / Assessment)
- Perceptions of Tourism (Attitudes Toward Tourism / Concepts for Greater Appreciation / Tourism as an Economic Factor / Visitors vs. Locals / Citizen and Political Involvement / Suppliers)
- National Tourism Strategy: Pros and Cons ( Federal or State Responsibility / Objectives / Impact / Target Audience / Implementing Agencies)
DIGITAL VERSUS ANALOG
(Brainstorming / Ideas)
(Hosts: Dirk Schmücker & Achim Schloemer)
- Digitalization in the Workplace
(Threat or Opportunity / Job Automation / Skilled Workers / Product Improvement / Working from Home / Flexibility / Work-Life Balance) - Disruption: The Sharing Economy and Tourism
(Current Players / Impact on Tourism / Opportunities & Challenges for the Hospitality Industry & Destinations / Policy Priorities) - Analog Products in the Digital Age
(Rethinking Product Development / Virtual Experiences Instead of Real Vacations / How Much Digitalization Can a Guest Handle) | Expert Insight: Arne Schultchen
INSIGHT THROUGH UNDERSTANDING
(Developing Solutions / Inspiration)
(Hosts: Uwe Frers & Ilka Leutritz)
- Rulebreakers & Startups
(Lessons Learned & Success Factors at Airbnb, Urlaubspiraten, Trivago, GetYourGuide, and Others / Platform Economy vs. Traditional Tourism Thinking) - Business Intelligence Despite Data Protection
(Limitations & Possibilities / Use of Customer Data / Unlimited Analysis / Tips on Data Protection) | Expert Insight: Attorney David Oberbeck - Digital Infrastructure: All flash and no substance
(Guests vs. Employees / Bots & Fax Machines / Digital Guest Folders & Windows XP / Virtual Reality & Push-Button Phones) | ExpertInsights: Stefan Huber and Georg Skala
MAKING THE HIDDEN VISIBLE
(Systemic Constellations)
(Hosts: Georg Müller-Christ & Sybille Wiedenmann)
- A Look Inside the Organization
(Corporate Culture / Management & Leadership vs. Motivation / Salary vs. Performance Expectations / New Demands vs. Traditional Work Models / Political Influence in Day-to-Day Operations vs. Agile Processes) - A Look at the Destination
(Roles & Responsibilities within the Destination: Hospitality - Food Service - Retail - Citizens - Politics - Recreational Facilities - Skilled Trades, etc. / Collaboration as a Sign of Appreciation / Collaboration with Platforms, Associations, etc.) - Looking Within Ourselves
(Challenges Facing Leaders / Skills for Shaping Change / Areas for Personal Growth in the Future)
SALES 4.0
(Sharing Experiences / Brainstorming)
(Hosts: Ullrich Kastner & Gunar Bergemann)
- Sales to Smartphone Addicts
(Expectations / Technical Requirements of Platforms and IBEs / New Demand / Apps: Yes or No / Assistance Services / Beacons & Geofencing) - 365 Days of Demand
(Event-Based Approach / Ideas for Off-Peak Seasons in Year-Round Offerings / Management Options) - Machines Don't Smile
(Hospitality Instead of Just Processing Customers / Customer Loyalty / Trust / Long-Term Repeat Customers / Bonus Programs / CRM Approaches)
FREI-RAUM
(Magic Roundtable)
(Hosts: Claudia Brözel & Kirsi Hyvaerinen)
In an opening round, each participant is given 1 minute of speaking time—which can also be “given away”—to determine the topics for the round. The time “melts away” like a speaking stick made of ice, and the other participants decide who they’d like to listen to and who is actually allowed to speak.
New this year: The third session is a discussion panel open only to women.