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Conferencing Marketing to Global Audience 会议营销
* * * * * 51st ICCA Congress International Congress and Convention Association. Twitter: #ICCA12 Session sponsored by: International Congress and Convention Association.Twitter: #ICCA12 International Congress and Convention Association.Twitter: #ICCA12 International Congress and Convention Association.Twitter: #ICCA12 International Congress and Convention Association.Twitter: #ICCA12 International Congress and Convention Association.Twitter: #ICCA12 Conference marketing to a global audienceTuesday, 23 October 2012 Markets: globalisation Economics: shifting power, mobility of capital Demographics: growing middle class in China / India Technology: faster, smarter, individualising transactions Socio-graphics: ME-NOW / FUBU generations, mobility of people Global cities Vs emerging cities Changing environment 184,200 convention or conference arrivals during year ended 31 August 2012 (+11 YOY) Year on year, overall business arrivals +3% to 882, 000 NSW attracts 48% of these arrivals, Sydney alone secures over 400, 000 During August: 19,200 convention or conference arrivals, +24% year on year Australia’s business event delegate Main Australian markets Some things we know about delegates coming to Australia Approx 50% are frequent flyer members Internet 2nd most popular method of flight purchase High level of information seeking prior to travel (websites top the list) Word of mouth advice also strong Accommodation: international over 30% book online Changing consumer behaviour Technology’s impact on bookings Region of residence Online airline bookings Online accomm bookings Africa 14% 27% North America 54% 35% Asia 26% 33% Western Europe 37% 39% Eastern Europe 27% 31% Japan 30% 37% Middle East 26% 47% South America 20% 32% South Pacific 54% 32% UK and Ireland 61% 36% Int’l delegates stay approx 7.2 nights Nearly 2/3 overseas delegates return within 5 years for holiday, 1/3 will return for another conference 68% travel alone…however…delegates fro
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