Skift Global Forum 2024: A Masterclass in Customer Experience

How Skift is Redefining the Travel Event Journey

From groundbreaking research and insightful events to innovative approaches in curating customer experiences, Skift has solidified its position as a thought leader in the global travel industry. With the Skift Global Forum 2024 now in full swing, it’s an opportune moment to explore how this event exemplifies a seamless customer journey—from initial interest to immersive experience—and what lessons we can draw to enhance customer strategies in our own businesses.

My Journey with Skift: From MBA Discovery to Professional Inspiration

My introduction to Skift came during my MBA studies in hospitality at EHL Lausanne, one of the world’s leading hospitality schools. It was there that I recognized the importance of industry research and thought leadership in the travel and tourism sector. Skift stood out as an innovative resource, providing not just data but also the analysis and foresight needed to navigate a dynamic industry. Their timely research and engaging publications encouraged me to delve deeper, and I became an avid follower.

Rafat Ali’s Vision and Engagement

At the helm of Skift is CEO Rafat Ali, whose active engagement on LinkedIn has been instrumental in building excitement and fostering a community around Skift’s initiatives. His regular posts, thoughtful replies, and shared media not only keep the conversation going but also invite industry professionals to engage directly with Skift’s content and events. This level of personal interaction from leadership exemplifies how effective communication can enhance brand engagement and loyalty.

Skift’s Research: Timely, In-Depth, and Impactful

Skift is more than just a media company; it’s a research powerhouse driving innovation and understanding across the travel ecosystem. Their focus on consumer behavior, sustainability, and technological advancements ensures they not only report on industry trends but also help shape them. Their research is not only in-depth but also well-advertised, encouraging readers to engage with the content and apply the insights to their own strategies.

Skift Global Forum 2024: Leading by Example

The Skift Global Forum has emerged as one of the most significant travel industry events worldwide. This year’s forum, taking place from September 17-19, 2024, brings together over 1,000 attendees and more than 30 speakers, each offering valuable insights into the future of travel.

A Stellar Lineup of Industry Leaders

The speaker lineup reads like a who’s who of the global travel industry:

• Brian Chesky, CEO of Airbnb
• Joanna Geraghty, President and COO of JetBlue
• Anthony Capuano, CEO of Marriott International
• Sandra Douglass Morgan, President of the Las Vegas Raiders
• Dara Khosrowshahi, CEO of Uber

Their participation ensures that attendees gain actionable insights to navigate the rapidly evolving travel landscape.

Rafat Ali’s Role in Building Engagement

Rafat Ali’s personal involvement extends beyond strategic leadership; his active presence on social media platforms like LinkedIn has been pivotal in building engagement and excitement around the forum. By posting updates, sharing behind-the-scenes glimpses, and responding to comments, he fosters a sense of community and anticipation that enhances the overall customer journey.

Skift Global Forum Customer Journey: A Blueprint for Excellence

The Skift Global Forum exemplifies customer journey best practices, with each stage of the attendee experience carefully designed to enhance engagement, satisfaction, and long-term value.

1. Awareness: Capturing Attention

Skift’s marketing strategy effectively builds awareness through targeted social media campaigns, insightful newsletters, and collaborations with industry publications. Their messaging highlights the forum’s critical importance in understanding the future of travel. Through compelling storytelling and active engagement from leaders like Rafat Ali, Skift demonstrates why attending the forum is not just a choice but a necessity for professionals wanting to stay competitive.

2. Consideration: Evaluating the Event’s Value

As potential attendees learn more about the event, Skift eases the decision-making process with well-crafted marketing materials. Tools like the “Convince Your Boss” letter outline the business benefits of attending, such as access to industry-leading speakers, cutting-edge research, and exclusive networking opportunities.

The detailed list of speakers serves as further validation of the forum’s relevance. Knowing that thought leaders and innovators will be sharing practical strategies reassures attendees of the tangible value they will gain.

3. Decision: Seamless Commitment to Attend

Once convinced, the registration process is smooth and intuitive. Skift’s event platform offers clear instructions for securing tickets, accessing speaker details, and setting up meetings. By incorporating an AI-powered matchmaking tool, Skift ensures that attendees can schedule meetings with the most relevant professionals, aligning their personal and organizational goals with event objectives.

4. Pre-Event: Building Anticipation

As the event approaches, Skift maintains engagement with attendees through personalized content and pre-event webinars. These initiatives build anticipation by providing a taste of the key themes that will be discussed and preparing attendees to make the most of the event. The event app offers detailed schedules and speaker information, enabling attendees to tailor their experience to suit their needs.

Skift also ensures that logistical details are clearly communicated, from the event’s location at The Glasshouse in New York City to the networking opportunities available. This attention to detail reduces any pre-event stress, allowing attendees to focus on the value they’ll gain.

5. Experience: Immersive Engagement and Community Building

With the Skift Global Forum now in full swing, the event experience itself is the culmination of meticulous planning. At The Glasshouse, Skift combines cutting-edge design with a stunning backdrop of New York City, creating an environment that fosters creativity and collaboration.

During the event, real-time engagement tools like live polling, interactive Q&A sessions, and dynamic breakout workshops keep attendees actively involved. Skift has built a reputation for creating immersive experiences, ensuring attendees aren’t passive listeners but active participants.

Networking sessions—powered by the AI-driven platform—allow attendees to meet industry peers, potential business partners, and collaborators who can help shape their future strategies. It’s here that the event transcends a traditional forum to become a community-building experience. Attendees leave not only with valuable insights but also with new relationships that can drive future business.

Lessons from Skift for Enhancing Customer Experiences

The Skift Global Forum serves as a perfect example of how seamless customer journeys and engagement strategies can elevate an event from good to exceptional. Their approach offers valuable lessons applicable across industries:

• Personalization is Key: Tailoring experiences to individual needs enhances engagement and satisfaction.
• Leverage Technology: Integrating AI-powered tools can facilitate meaningful connections and streamline processes.
• Active Leadership Engagement: Leaders like Rafat Ali demonstrate the impact of personal involvement in building community and excitement.
• Comprehensive Communication: Clear, consistent messaging throughout the customer journey reduces friction and enhances the overall experience.

Applying Skift’s Best Practices to Your Customer Strategy

At Ali Bahbahani and Partners, we specialize in enhancing customer experiences by designing seamless customer journeys tailored to your business. Inspired by Skift’s exemplary practices, we believe that any organization can elevate its customer engagement through strategic planning and innovative solutions.