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Lifestyle marketing for youth travel and hospitality

ITB Berlin 2019, Hall 4.1, main stage

Thursday, 7 March 13:00 – 14:00

Panel discussion 

David Chapman, Director General, WYSE Travel Confederation

Lionel Ansermet, EF Ultimate Break
Johanna Atterby, Visit Stockholm
Etienne Matichard, JO&JOE
Olivia Ralston, Culture Trip

Session description

Every brand has a story to tell, but not every story is interesting to millennial and gen Z travellers. Influencers, brand ambassadors, experiential marketing gurus, and creative digital agencies are all at your disposal, but what actually works? Listen to some of the brands and destinations getting it right when it comes to lifestyle marketing, co-creation, UGC, and ultimate travel and hospitality experiences for young travellers.


David Chapman

For the past four years as Director General of WYSE Travel Confederation, David has led the Amsterdam-based team in representing and advocating the youth, student and educational travel industry. During his tenure as Director General, WYSE Travel Confederation has expanded upon its legacy of producing essential market research and industry events, and supporting top-notch youth travel organisations worldwide. Prior to becoming Director General, David was an active board member of STAY WYSE and chairman of WYSE Travel Confederation. He brought a wealth of experience in both the youth travel and hospitality sectors, having served for six years as COO and Deputy Director of a London based non-profit social centre with student accommodation. He also worked at some of the best hotels in Europe including Grosvenor House, The Waldorf and the George V in Paris before becoming General Manager of several of the UK’s top country house hotels.


Lionel Ansermet

Lionel Answermet is Operations Manager for EF Ultimate Break’s Benelux, France, Scandinavia and Switzerland regions. In this role he sources and negotiates accommodations, coach transportation, guides, attractions and activities. Prior to joining EF Ultimate Break, Lionel worked for an inbound tour operator in Switzerland and the tourism board of Switzerland in New York.

Johanna Atterby

Johanna Atterby coordinates Visit Stockholm’s Archipelago & China Project, promoting the Stockholm region as a travel destination to the Chinese market. Johanna spent 10 years living, studying, and working in Beijing, Taipei, and Australia. Upon returning to Sweden in 2017 she started working at Visit Stockholm to promote the city and the archipelago to international visitors. Born and raised in Stockholm, Johanna graduated from Uppsala University and Peking University with a double degree in Business and Economics and Chinese studies. She is the author of a book on e-commerce in China, a champion in pony dressage, an active volunteer with various organisations, and very fond of cinnamon buns.

Etienne Matichard

Etienne Matichard is the Director of Sales and Distribution working within the Lifestyle division of Accor Hotels for their new hospitality concept JO&JOE. Etienne believes that youth travel is shaping the future of tourism and that the hospitality industry should follow its path. Following this philosophy, he has worked for different fields of the tourism industry in five different countries in Europe and the Americas. Having worked for companies like Disney World, Sofitel and Generator hostels, Etienne became a hotel geek, a tireless business developer and a passionate traveller. Etienne holds a BA in International Trade from the ESCE business school and a MA in International Business and Trade from the Sorbonne University.

Olivia Ralston

Olivia Ralston is Culture Trip’s Vice President of Development. Prior to joining Culture Trip in May last year she worked for Conde Nast and the Financial Times, working on digital strategy, product and commercial business development projects. Olivia is a graduate of Harvard University and Columbia Business School.