The seminar will take place on Friday, 26th May, at JW Marriott Grand Hotel Bucharest, between 9.00 – 15.00

About the seminar

Standard segmentation criteria (age, gender, location, etc.) and more sophisticated criteria (lifestyle, values, etc.) although still relevant are not fit for purpose on their own when the challenge is understanding customers in an increasingly digital environment.


08.00- 09.00 registration
09.00 –11.00 Session 1

Customer Personas and the Customer Value Proposition

  • Welcome and introductions
  • The digital consumer – trends and developments
  • The customer value proposition canvas
  • Introduction to customer personas
  • Develop a persona (small group work)

11.00 – 11.30 Coffee break
11.30 – 13.00 – Session 2

Customer Journeys

  • Introduction to customer journeys
  • Mapping the journey (small group work)
  • Identifying key touchpoints
  • Strengths / weaknesses analysis

13.00 – 13.45 Lunch Break
13.45 – 15.15 Session 3

  • Leveraging personas and journey maps for effective customer engagement
  • Sources of data and analytical insight for personas and maps
  • Key takeaways and next steps


The seminar is held by
Phillip Alford
Senior Academic in Digital Marketing, the Faculty of Management at Bournemouth University, profesor colaborator ESSEC BUSINESS SCHOOL

Philip Alford is a Senior Academic in Digital Marketing in the Faculty of Management at Bournemouth University in the UK where he specializes in Digital Marketing. Philip works with a range of SMEs and micro businesses in the tourism and hospitality sectors advising them on how they can develop more agile and data-driven digital marketing plans. He is a visiting professor at ESSEC Business School, France where he has taught a range of marketing courses both at MBA and executive education levels. He also teaches courses at the Management Center Innsbruck, and Zillertal Tourism School, in Austria.

  • professionals from the hospitality industry
  • revenue managers
  • managers and hotel owners
  • specialists

TopHotel offers a series of advantages for the partners as the event benefits of a large visibility online and offline. The partnership offers the opportunity to create relevant connections for your company.