Saturday, June 8, 2013
Mountain Travel Executive Summit 2013
While the Executive Summit has a customized agenda, it is combined with the MTS Forum and General Sessions for a full day of education, networking and business development. The afternoon is dedicated to an exclusive working luncheon featuring a focused topic, limited presentation and a highly interactive discussion, and concludes with an exclusive networking reception.
Attendance at the Executive Summit is by invitation only.
"An ambitious three-hour Executive Summit drew about 100 winter travel leaders to explore how leadership, innovation, and passion could expand the winter travel business. The Summit repeated advice about enabling experiences through targeted apps and social media sharing, but went further. Intrawest CEO Bill Jensen predicted that more than 50 percent of future leaders will come from outside the industry, because they will have the skill set needed—including a broader view of recreation and marketing.
This session boiled down growth initiatives to several ideas that surfaced repeatedly throughout the conference: offer free or inexpensive learn-to packages, coupled with opportunities to upsell guests to a variety of services and activities; and create an organized national campaign.
While that sounds an awful lot like the “Got Milk” campaign and the reviled “Ski It to Believe It” program of 20 years ago, it at least shows that travel companies, like equipment and apparel suppliers, are becoming focused on growing the number of participants in winter sports. And social media may well provide a new way to reach a broad market without spending millions in general advertising. In general, the speakers and small-group discussions that followed them urged more risk-taking (as in trying a variety of new approaches to growing participation) and experimenting with pricing, which might be considered a subset of risk-taking" (SAM April, 2013).