David was a travel industry speaker on the Orange Economy at the national Congress of ANATO in Medellin, Colombia.
His speech title was: “Inspiration for Travel Agencies from Creativity, Innovation and the Orange Economy Worldwide”.
“At the ANATO Congress, David inspired us with useful business techniques for travel agencies. His speech included interesting examples and stories about creativity and innovation from the Orange Economy and other sectors all around the world”.
Paula Cortés Calle. Presidente Ejecutiva
Asociación Colombiana de Agencias de Viajes y Turismo
Video of the opening of David’s speech. View more sections of the speech.
David shared business insights from his international work to help travel agencies and other enterprises in the travel industry. These included business models from the creative industries and Orange Economy, plus lessons from his work in the Digital Economy with technology businesses. He also referred to the Sharing Economy, with particular reference to digital enterprises in the travel industry, including AirBNB, Uber, Skyscanner, Trainline, JustPark and others. (See videos from speech.)
Clearly there is disruption in the travel industry and businesses in the sector need to adjust to customers’ changing needs. A major section of David’s speech was about ‘What Customers Want’ and ‘What are Customers Buying Really?’. Nowadays, customers expect personalisation; involvement and participation; connection and community; experiences and stories. David gave examples of these from around the world, including his own consultancy clients in the creative and digital industries, and his worldwide work as a Marketing professional.
Speaking about Creativity, David referred to his two definitions (“a-Creativity” and “i-Creativity”) which he outlined in his TED talk at TEDx Napoli. He gave examples of creativity from outside the creative industries, in other fields of human endeavour including sport, transportation and the non-profit NGO sector. (See video from speech.)
As a travel industry speaker addressing delegates from the travel and tourism sector in Colombia, David referred to his own extensive travelling, both as a business traveller and backpacker, in a total of more than 100 countries worldwide. He shared some useful insights, stories and photos from his own direct experience of the travel industry from a customer’s point of view.
David also offered some useful and inspiring marketing techniques, models and advice from his marketing book ‘Chase One Rabbit: Strategic Marketing for Business Success. 63 Techniques, Tips and Tales for Creative Entrepreneurs’. The book is also translated into Spanish and published as an eBook and in paperback format. He presented copies to the conference organisers (see below).
His creative business book ‘T-Shirts and Suits: A Guide to the Business of Creativity’ is published in translations in 13 countries. The publication of the eBook in English as a free download is an example of the ‘Freemium’ business model, he explained. David also gave examples of creative thinking in business through ‘Co-opetition’ and ‘Don’t Sell it, Rent It’ (licensing), both of which feature as ‘Ideas in Action’ articles online here.
David explained that the Orange Economy embraced other concepts and categories including the Cultural Economy, the Experience Economy and the wider Creative Economy.
To complement his speech as a travel industry speaker, David provided a link to his website which contains free downloadable resources for creative business development, that can be used in the creative sector and other industries, including the travel business.
David presented a copy of his marketing book in Spanish to the President of ANATO, Paula Cortés Calle. He also gave signed copies of the Spanish translation of the book to board members of ANATO and a selection of delegates to the Congress.
“When I saw David standing in front of my table when I was about to have lunch today I knew I had to introduce by myself and ask him about the book he promised to give yesterday in his presentation “Inspiration for Travel Agencies from Creativity, Innovation and the Orange Economy worldwide” so I did, but I didn’t just get a book but also a long conversation about my business. So at the end I got a personal marketing consultation that I hope to pay him for when I become rich someday. David Parrish is not just a British guru in the creative enterprise sphere, he is an amazing person that taught me SO MUCH today. Definitely the best of this congress. I hope to have him in my city someday and show him how the locals have fun in Cartagena.”
María Isabel Alvarez Ortega. Discover Cartagena.
David’s slides from his travel industry speaker presentation can be downloaded here.
As a world traveller, integrating work and life, David also took time to explore Medellín, including the ‘Comuna Trece’ quarter, and the surrounding region, including beautiful Guatapé.
See some photos on Instagram.
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