Can you tell us about your expansion strategy?
Overall our strategy has been the same for the past few years. Our clients are looking for expansion and a brand they can rely on anywhere they go in the world. We build loyalty and knowledge which we can pass from team to team. Last month we announced our first Latin American destination, Peru and now at ibtm world we’ve announced the opening of a new office in Northern Germany, which is a key region for events. We now have 34 offices, covering 100 destinations. We hope to expand further into Northern Europe and Latin America.
With such a large portfolio, how do you ensure the brand remains consistent across all offices?
When we set up a new office, we want to make sure our brand is reflected, for consistency. We often send existing employees out to new locations, as well as looking for local talent and ensuring we have plenty of destination knowledge on the ground. It’s really about the people we employee and the supplier relationships we have. We also form partnerships, like the one with albamy, which means we integrate the brand into their company. They’re the experts, we’re bringing in our strengths to enrich the opportunities.
You recently started your new role as global managing director. What will that entail?
I’ve been with Pacific World for four years, previously as regional director for Asia. As global managing director, my main role is to look for new ways to innovate. This can be done in numerous ways, such as expansion. Another way to innovate is to bring fresh experiences to destinations. Sometimes a destination might have been on the events map for a while, but we need a new way of looking at it and building new experiences for delegates. Expectations are definitely different now. Nobody wants to just see a place, they want to immerse themselves into the culture. People are well-travelled, so you need to provide them with an experience they couldn’t find for themselves. For the younger generation, technology and social media is important, so we need to find ways to integrate that into events too.
• For more breaking news, as well as case studies andfeatures, sign up to C&IT Magazine's daily Newstracker here