FAIRWAY ACADEMY
This training program will deal with topics of interest both for tourism professionals linked to the Camino and for students who want to complement their training and who will be addressed by the best experts in the country. The program includes workshops of an eminently practical nature and round tables in which there will be a question time open to the public. In the case of people interested in attending the workshops, we recommend that they bring a laptop to be able to follow the practical explanations that will be provided in each of them.
The capacity will be limited, so it is suggested to reserve a place. Inscription is free and it can be made through this website.
Managing advertising on social media is getting more complicated. It is therefore necessary to be fully up to date in order to implement an optimum Ads strategy. This workshop will provide some key points in this regard.
11:30H - 13:00H
SALA COMPOSTELA
Speaker
CLARA SOLER
Expert on Social Ads for the tourist sector
This round table will help us to reflect on what makes a client select one option or another, what makes a brand more than just a logo and become something emotional based on experiences. Recent success stories of hotel marketing will be explained.
13:00H - 14:00H
SALA COMPOSTELA
Coordinated and presented by
LAURA RAMPÉREZ
CEO of Inturea
Speakers
GUILLERMO RODRÍGUEZ
Social Media Manager in Hotel Palladium Group
JOHNNY SFEIR
CEO of Customer Experience Academy and JSK Mind
AMPARO GARCÍA
Responsible of project 'Digitize Happiness' of Vivood Landscapes and Zeus
PARADORES REPRESENTATIVE
Still to confirm
Lunch break
14:00H - 16:00H
This practical workshop will explain the difference between writing texts and copy, how to emphasis the benefit provided by a brand’s services and know what are its hotspots.
16:00H - 17:30H
SALA COMPOSTELA
Speaker
JOAN MARCO
Tourist copywriter
Coffee break
17:30H - 18:00H
We’ll discuss machine learning processes with technical specialists, who’ll share their experience in designing algorithms, inherent to the tourist sector’s digitalisation process, and reveal all the work that goes into learning about them.
18:00H - 19:00H
SALA COMPOSTELA
Moderator
ANDRÉS ROMERO
CEO Asiri Marketing
Speakers
ENRIQUE LITE
Director of the Inbound Agency. Moio
MANUEL LARA
Director of Costa del Sol’s Tourism
AUGUSTO MARTÍN
Chief Revenue Officer in Connectif
ALBERTO PORTOLÉS
Founding Partner and Technical Director at Numéricco
This practical workshop will provide the necessary basic notions so that anyone that attends will be able, even if they do not have much knowledge regarding the matter, to start an SEM campaign for their business.
10:00H - 11:30H
SALA COMPOSTELA
COORDINATE AND PRESENT: TONO MUGICO, CEO MR TURISMO
Speaker
IGNACIO FERNÁNDEZ
Professor of Google Ads and SEM strategy
Coffee break
11:30H - 12:00H
We’ll discuss digitalising experiences currently associated with doing the Way, both in the present and the future. We’ll also comment about potential experiences of sustainability that may improve the pilgrimage.
12:00H - 13:00H
SALA COMPOSTELA
Coordinated and presented by
TONO MUGICO
CEO of Mr Turismo and Co-director of Fairway
Speakers
ENRIQUE MARTÍNEZ
President of Segittur
MANUEL MEIJIDE
CEO of Ilux and Director of Digital Worlds
FERNANDO SUÁREZ
Provincial Council’s Person in Charge of Innovation and DTI in Ourense. President of the Spanish Association of Computer Experts
ALEXANDRA SEARA
Manager in Ribeira Sacra Tourism Consortium
Lunch break
13:00H - 16:00H
Aimed at SMEs and anyone with a tourist accommodation business, this workshop will try to shed light on the confusion between Yield and Revenue. It will discuss the best tools for optimising the profitability of an existing or potential business.
16:00H - 17:30H
SALA COMPOSTELA
Speaker
JULIA REY
Hotel Revenue Manager & Head of Content Marketing in Beonprice
Managing advertising on social media is getting more complicated. It is therefore necessary to be fully up to date in order to implement an optimum Ads strategy. This workshop will provide some key points in this regard.
11:30H - 13:00
SALA COMPOSTELA
Speaker
CLARA SOLER
Expert on Social Ads for the tourist sector
This round table will help us to reflect on what makes a client select one option or another, what makes a brand more than just a logo and become something emotional based on experiences. Recent success stories of hotel marketing will be explained.
13:00H - 14:00H
SALA COMPOSTELA
Moderator
LAURA RAMPÉREZ
CEO of Inturea
Speakers
GUILLERMO RODRÍGUEZ
Social Media Manager in Hotel Palladium Group
EMILIO GÓMEZ CALCERRADA
Quality Director of Paradores
DANIEL MAYO
Director of Vivood Landscape
Lunch break
14:00H - 16:00H
This practical workshop will explain the difference between writing texts and copy, how to emphasis the benefit provided by a brand’s services and know what are its hotspots.
16:00H - 17:30H
SALA COMPOSTELA
Speaker
JOAN MARCO
Tourist copywriter
Coffee break
17:30H - 18:00H
We’ll discuss machine learning processes with technical specialists, who’ll share their experience in designing algorithms, inherent to the tourist sector’s digitalisation process, and reveal all the work that goes into learning about them.
18:00H - 19:00H
SALA COMPOSTELA
Coordinated and presented by
ANDRÉS ROMERO
CEO Asiri Marketing
Speakers
ENRIQUE LITE
Director of the Inbound Agency. Moio
MANUEL LARA
Director of Costa del Sol’s Tourism
AUGUSTO MARTÍN
Chief Revenue Officer in Connectif
ALBERTO PORTOLÉS
Founding Partner and Technical Director at Numéricco
This practical workshop will provide the necessary basic notions so that anyone that attends will be able, even if they do not have much knowledge regarding the matter, to start an SEM campaign for their business.
10:00H - 11:30H
SALA COMPOSTELA
Speaker
IGNACIO FERNÁNDEZ
Professor of Google Ads and SEM strategy
Coffee break
11:30 - 12:00H
We’ll discuss digitalising experiences currently associated with doing the Way, both in the present and the future. We’ll also comment about potential experiences of sustainability that may improve the pilgrimage.
12:00H - 13:00H
SALA COMPOSTELA
Coordinated and presented by
TONO MUGICO
CEO of Mr Turismo and Co-director of Fairway
Speakers
ENRIQUE MARTÍNEZ
President of Segittur
MANUEL MEIJIDE
CEO of Ilux and Director of Digital Worlds
FERNANDO SUÁREZ
Provincial Council’s Person in Charge of Innovation and DTI in Ourense. President of the Spanish Association of Computer Experts
ALEXANDRA SEARA
Manager in Ribeira Sacra Tourism Consortium
Lunch Break
13:00H - 16:00H
Aimed at SMEs and anyone with a tourist accommodation business, this workshop will try to shed light on the confusion between Yield and Revenue. It will discuss the best tools for optimising the profitability of an existing or potential business.
16:00H - 17:30H
SALA COMPOSTELA
Speaker
JULIA REY
Hotel Revenue Manager & Head of Content Marketing in Beonprice
