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Ms. Liz Ward - Chief Executive Officer, Australian Tourism Data Warehouse
Wednesday 9 November 09:00-09:25 - Managing and Marketing the Tourism Experience

How People Buy Travel
In 2011 the Australian Tourism Data Warehouse (ATDW) conducted research into how consumers buy travel and what impact technology changes are having on consumer behaviours. ATDW examines the current state of play and provides information on the new players in the distribution system and examines the success of Online Travel Agents in various international markets. This comprehensive exploration includes insights into: • marketshare of the search engines and how that might influence activities in each market • consumer behavior • search engine V mobile applications argument The research highlights 13 trends influencing the consumer and examines the impact of mobile applications, personalisation of content and the impact of video. Looking to the future ATDW reports on technologies and how they will impact on travel distribution along with their projected rate of change.

Biography
Liz Ward is the CEO of the Australian Tourism Data Warehouse (the ATDW). The ATDW is Australia’s national database and digital distribution platform and is renowned as the world leader in digital tourism information solutions. Liz has led the ATDW for seven years and was influential in its formation 12 years ago. Previously Liz enjoyed many years with Tourism Queensland leading their International Marketing operations and e-Marketing departments. With 20 years experience working with IT and tourism, Liz has been carving out strategies and leading teams to support the Australian tourism industry through a very dynamic period. Liz has a passion for assisting Australia’s small businesses to engage in this fast moving environment and to understand and embrace technologies that enhance their businesses.


Mr. Chris Warren - Director, International Centre for Responsible Tourism - Australia
Wednesday 9 November 11:20-11:40 - Urban Ecotourism: greening the destination

A new independent quantitative study has just been completed in Australia with the aim to demonstrate a research method that assists Responsible Tourism Operators develop a competitive edge. This is the first time the findings have been made public.

Seizing the Opportunity: Australia’s interest in selecting responsible accommodation
The scope of the research covers consumer ethical purchasing behaviour and awareness of responsible tourism issues when selecting a holiday. The survey identifies the importance of responsible tourism issues verses other key motivations in destination selection, pro environmental actions expected from accommodation providers and consumer interest in lowering their holiday's footprint. The findings contribute to the growing research on consumer attitudes and behaviour towards pro environmental holidays in Australia. This survey, in part, benchmarks the Australian consumer response against other international survey questions. This provides the tourism sector with a wider picture of Australia’s international standing and the hurdles to be overcome if we are to achieve a more sustainable future.

Biography
Christopher has worked in four continents providing consulting services to both transnational organisations and local enterprises. As the director of the newly opened International Centre for Responsible Travel – Australia, Christopher provides training, research and consultancy services to assist tourist destinations and tourism businesses develop best practice responsible tourism strategies.

Christopher was awarded the EcoTourism Medal in 2010 for his services to the environment and tourism in Australia. He holds voluntary positions on community, LGA and RTO tourism boards and lives in Kangaroo Valley NSW with his family where he assists his wife with their national award winning accommodation business Crystal Creek Meadows.