Marketing Director - Macdonald Resorts, Portugal (Macdonald Monchique Resort & Spa, Vale Da Ribeira Residences)
Branding in the era of ''new luxury'': integrated marketing for 4-5 star properties and destinations
About Magdalena Osmola
Magdalena has recently been tasked with increasing brand awareness of the independent UK hotel group Macdonald Hotels & Resorts in Portugal. Their project in the undiscovered hills of Monchique promotes a different side to the Algarve, combating seasonality and building on recent trends of experiential and curated travel.
Magdalena is a marketing strategist with 10 years of experience. As Head of Marketing for European tourism association (ETOA) she led B2B and B2C campaigns to promote Europe as a destination. She worked on research initiatives and events to raise digital awareness in the sector.
Magdalena was also Head of Marketing for an integrated marketing agency Accord. She developed re-brand concept aimed at growth. She worked on promoting campaigns of clients including Jordan Tourism, Canadian Affair and various hotels and destinations. Tasked with consultation, she managed company wide re-brand. She led marketing and reputation for the agency via PR, managing all marketing channels, employee engagement and events. She contributed to agency winning awards (Travel Marketing Awards - Best Online Advertising and Best Website, Travolution - Best website, Great Company to Work For 2016).
She has co-organised industry events with Google London and other partners (Travel Weekly, Travolution, ECM) and is a regular speaker at conferences.
Magdalena has keen interest in digital, holds Tourism Management MA, Google Squared Digital Marketing certification and is an Associate member of CIM. She was also involved in academic advisory projects at Universities of Westminster and Bournemouth.
In this session we will look at the latest cultural and behavioural trends, how people make judgements and decisions which ultimately affect their buying patterns. We will look at the concept of ''new luxury'', where status is no longer derived from expensive purchases but is strongly linked with passion, experience, wellness, community and sustainability. Find out how brands can really bring out their human side and connect with new audiences. Emotional and good marketing is here to stay - and it will redefine the travel industry. We will draw on practical examples, channel selection and integrated marketing approaches for 4- and 5-star hotels and destinations.