With 17 rooms and over 50 speakers, MATTER, brought to you by Tourism Australia and hosted at The Source, was fit to bust with content from thought-leaders and innovators both within and outside of the PURE community, all designed to drive the travel industry forward. We get it, though: you can’t see everything – so here are the top five trends that emerged from PURE’s bigger, better un-conference…
THE NEW WELLNESS
The new wellness is about reconnecting our mind with our body – and incorporating this ethos way beyond the spa menu. Cornelius O’Shaughnessy, Greg Payne and Anastasia Achilleos talked about how to reinvigorate your brand’s wellness offering; Luca Fortuna from Borgo Egnazia’s enlightened PUREists about psychoaromatherapy; Melanie Waxman from SHA Wellness taught us what our face says about their personality and health; and keynote speaker Wim Hof (a.k.a. The Iceman) taught us methods of focus and control to achieve health benefits in a way that was previously considered impossible.
FOOD FOR THOUGHT
It’s no longer enough to produce identikit menus without a thought: today’s increasingly aware consumers demand accountability from their food. Monika Lotte from The Source demonstrated how a vegan lifestyle can change your life (by way of filling PUREists’ bellies with tasty snacks, nice); Melissa Hemsley challenged PUREists to think more carefully about how they stock their minibars, as well as how they cater for varied dietary preferences and requirements; and Eric Pateman gave tips and tricks for elevating F&B experiences to generate exposure and increase your bottom line.
As the fastest growing social media platform, all eyes are on Instagram right now. Jesse Desjardins talked about how to use social to create breakthroughs in your business; Juliet Kinsman showed us how to develop a brand voice and create engaging content on social; while Reem Kanj and Rosena Charmoy explained why Instagram should be your new favourite sales tool; and Richard Massey took PUREists on a walking tour of The Source, teaching them top tips for how to take the perfect photo and grow their following on Instagram.
TELLING IS THE NEW SELLING
In a content-driven world, storytelling is the way to get consumers’ attention – so tell, don’t sell. Andrew Morrison explained how to inspire travel through storytelling; Ben Schott spoke about how to properly communicate what you do; Tanya Rose gave PR tips for how to master the modern media landscape; and Amanda Ho and Marianna Jamadi showed PUREists how to use influencers to tell your story for you and generate real ROI.
IT’S COOL TO CARE
Today’s consumers are becoming increasingly aware of environmental and social issues – and they want to invest their time and money in brands who reflect (and act upon) those values. Jennifer Flowers, Malik Fernando, James Wyndham, Sonu Shivdasani and Beks Ndlovu discussed how to engage today’s conscious traveller; Juliet Kinsman, Francisca Kellett and Holly Tuppen talked about to ‘do’ eco-talk that sells; and Andy Ridley addressed the issue of how to engage travellers in your conservation aims.
Katie Palmer is Editorial Manager for Beyond Luxury Media Ltd.