PATA reveals growth hacking techniques with travel industry professionals
In response to the success of the first PATA Human Capacity Building Programme in the Maldives on July 12-17, 2017, the Pacific Asia Travel Association (PATA) organized the second PATA Human Capacity Building Programme with the theme ‘Growth Hacking: How to Scale Your Business Exponentially’ on November 22, 2018 at the Paradise Island Resort Maldives.
The event, staged in partnership with the Maldives Association of Travel Agents and Tour Operators (MATATO), brought together 50 travel industry professionals in the Maldives. Representing PATA were CEO Dr. Mario Hardy and Director – Human Capital Development Mrs. Parita Niemwongse.
The one-day intensive workshop provided participants with an interactive training programme that incorporated a series of classroom sessions conducted by leading travel industry experts coupled with practical activities, group assignments and networking opportunities. The programme content was based upon the successful PATAcademy-HCD at the Association’s Engagement Hub in Bangkok.
PATA CEO Dr. Mario Hardy said, “We are delighted to have the opportunity to once again partner with MATATO to stage the PATA Human Capacity Building Programme in the Maldives. The theme of this year’s programme, ‘Growth Hacking’, is the perfect extension of our first programme held last year on ‘Exploring the Art of Storytelling’ as it challenges organisations to experiment and re-work traditional marketing and sales strategies to focus upon growth.”
Mr. Abdulla Ghiyaz, President – MATATO said, “MATATO is very proud to partner with PATA for the second time in bringing the PATA Human Capital Development program in the Maldives. The success and feedback from the first one last year has led the way for hopefully an annual event in the Maldives. The participation this year has been better than last year, and I hope this gives us the opportunity for even more PATA events in the Maldives”
Speakers at the two-day programme included Mr. Stu Lloyd, Chief Hothead – Hotheads Innovation, Hong Kong SAR and Ms. Vi Oparad, Country Manager – StoreHub, Thailand.
Ms. Vi Oparad said, “For my session, I’m hoping for participants to: understand current situation of digital video space, pick the right framework to hack message crafting, and scale their branding through digital video channels. And by the end of the session, participants should have: online video prototypes that can be used as a starting point for future development.”
Mr Stu Lloyd added, “Growth Hacking is a mindset of optimisation. Can we tweak our business and get more engagement or revenue out of what we’re doing? It starts with an experimental attitude and restless dissatisfaction with the status quo, and an attitude that all our products, services, and solutions can be improved. We just don’t know how – so we need to do a lot of testing to see what’s going to work better than we are currently doing. This can be anything from the revenue model to the colour of a hyperlink button.”
The PATA Human Capacity Building Programme is the Association’s in-house/outreach initiative for Human Capital Development (HCD) across the broad spectrum of travel and tourism. Leveraging PATA’s network of talented industry leaders worldwide, the Programme designs and implements customised training workshops for government agencies, non-governmental organisations, academic institutions and private sector businesses.
The training is delivered through innovative adult education learning techniques including case studies, group exercises, group discussions, instructor presentations and site visits. The facilitators bring knowledge, experience and expertise from a wide range of business sectors and drawn from PATA’s extensive and established network in the tourism industry and beyond.
PATA designs and coordinates the workshop, providing experts who lead and moderate exchanges among participants and offer their own perspectives and experiences. The workshop content and agenda, including the ideal profile and the number of participants, are developed by PATA in close collaboration with the lead institution or organisation.
The workshop duration may vary in length from two hours to two days, depending upon the learning objectives, and may be staged at any location worldwide.
For further information on the PATA Human Capacity Building Programme, please visit www.PATA.org/human-capacity-building-programme or contact Mrs. Parita Niemwongse, Director, Human Capital Development – PATA at HCD@PATA.org.