Comox Valley Tourism Industry – Professional Development & Networking Reception

Comox Valley Tourism Industry – Professional Development & Networking Reception
Event on 2014-05-28 12:30:00

12:30-3:30pm – Online Reputation Management Workshop – Hosted by Destination BC – With Daniel Craig from Reknown

Increasingly, travelers are bypassing traditional sources of trip information and advice and using social networks to consult sources they trust: other travelers and friends. The trend has given rise to a critical new function in tourism: online reputation management, the process of monitoring, reacting to and generating online reviews and social media content.

Introductory Workshop topics include: Why online reputation management is essential to the tourism industry:

  • Creating a virtuous cycle: using customer satisfaction to build loyalty and advocacy, which in turn drives reputation and demand
  • Time-saving tools for listening and analyzing reviews and feedback
  • Best practices for reacting and responding to reviews and feedback
  • Building awareness and shaping reputation by generating reviews and content
  • Examples and success stories from the travel industry in BC and beyond


Speaker: Daniel Edward Craig, Reknown – In his twenty-year career Daniel Craig has worked for a variety of hotels and tourism entities, in positions ranging from director of sales & marketing to vice president. Under his leadership as general manager, Opus Hotel in Vancouver was voted one of the World’s Best 100 Hotels by readers of Condé Nast Traveler and launched the first-ever General Manager’s Blog. Today, as founder of Reknown, Daniel specializes in social media strategy and online reputation management. He is the featured speaker at TripAdvisor's Master Class events across North America. He wrote the recent guide for Tourism BC's Tourism Business Essentials series entitled Online Reputation Management and now delivers workshops to communities across BC.


3:45-4:45pm – Preparing your Business for the Travel Trade – With Peter Lloyd Jones from Spectacular Ink

This workshop will outline the structure of the Travel Trade, including Travel Agents, Tour Operator and Wholesaler. You will gain an understanding of the needs of each of these types of business, and what they require from tourism operators, as well as the challenges and benefits of using these avenues to sell your product.

Speaker: Peter Lloyd Jones, Principal and Strategic Marketing Consultant at Spectacular In – Having spent his childhood in his parents’ hotels, Peter started out with a unique insight into the needs of the traveling public. He went on to study International Relations, before spending 15 years in Sales and Marketing, Tour Operations and Contracts for a US-based tour operator. He subsequently founded the European Tour Operators Association (ETOA) in 1990 and became its first Executive Director. After a short stint handling operations at one of Europe’s largest tour operators in Athens, Greece he moved to Canada.

Following three years of running his own tourism businesses in Whistler, he was drawn back to travel trade marketing. Peter wanted to use his extensive contacts in the travel trade to assist hospitality businesses to reach a wider market. Together with his partner, Jayne, he founded Spectacular Ink in 1996. Since then he has developed and implemented successful travel trade marketing plans and acted as consultant Director of Sales & Marketing for several properties. Peter is a graduate of the University of British Columbia’s Certificate in Internet Marketing and Business Strategy (C.I.M.B.S).


5:00-6:30pm – Industry Networking and Reception

Come to the informal, networking reception to connect with local businesses and learn about local tourism partners and potential marketing opportunities.   Appetizers and cash bar.

at Best Western ‘The Westerly Hotel’
1590 Cliffe Ave
Courtenay, Canada

Leave a Reply