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PATA seals new partnership with Routes

The Pacific Asia Travel Association (PATA) is strengthening its partnership with UBM UK (Routes).
An extension of the current agreement was sealed during Routes Asia in Manila where PATA, in partnership with Routes Asia, organised the PATA President’s Brief. This exclusive session, under the theme ‘Global Insights Impacting Aviation and Tourism’ was tailored specifically for government ministers and industry leaders in aviation, tourism and related sectors.


PATA CEO Mario Hardy said, “We are pleased that Routes sees the value of continuing to engage with PATA and we look forward to our continued relationship with them to enhance the cooperation and shared interests of both organisations.”

Katie Bland, Director of Routes, said, “Both Routes and PATA work to stimulate economic growth through travel and tourism, so it was a natural step to form our partnership. We aim to strengthen the relationship between the tourism and aviation industries while bringing new air service to the Asia-Pacific region.”

The PATA President’s Brief brought together international thought leaders from Boeing, Amadeus and Digital Jungle for presentations and a panel session moderated by BBC World News Presenter Rico Hizon.

John Schubert, Managing Director for Marketing Asia Pacific and India at Boeing, first began the session speaking about ‘Demand – The Battle for Asia Pacific’s Airspace’. As experts anticipate Asia Pacific to become the largest air travel market, John Schubert reported on the latest opportunities within the region.

Albert Villadolid, Managing Director of Southeast Asia, Distribution Commercial at Amadeus, examined the ‘Future Traveller: Building a more rewarding journey through the identification of Traveller Tribes’. During his presentation, he explained how to create bespoke ‘purchasing experiences’ that cater to individual needs and preferences.

Digital Jungle CEO Dr. Matthew McDougall explored the idea of ‘Leveraging Data for Better Decision Making’, showing how to understand and optimise social media data sets in order to build cost-effective marketing strategies.

The panel session moderated by Rico Hizon examined the essential need to develop new styles of partnerships as a mechanism to explore future distribution opportunities.

As part of the extended agreement between PATA and UBM UK (Routes), the two organisations will share knowledge through research and publications, support mutually-agreed advocacy positions, enhance access for the benefit of members of both organisations and seek new opportunities for collaboration at events.

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