You wouldn't be here if you weren't curious.*

Hi! I'm Elena! Welcome to my travel blog Creativelena.com.
For me, it is all about “life-seeing instead of sightseeing”: Join me as I create, eat & live my way around the world. Curious?

*Check out my book, “The Creative Traveler’s Handbook”, for learning more about what we mean by creative travel. Travelling means the world to me, makes me fit for everday life and sometimes, I trust, also calmer on the inside. Read this blog with a smile, share what you love and remember to check back regularly: After all, when was the last time you did something for the first time?

#STSKitzbuehel Social Travel Summit: Being Topic Leader at this year’s Think Tank “Beyond Content”

Tourism Product Development, Workshops & Conferences, PR & Blogs, Project Space 0

Table of Contents

I’ve always loved reports, and report-writing. Strategy, research, the creativity that goes into coming up with an original document that stands out to benefit, and help others, in making better business decisions. In taking a fresh look at something previously unnoticed. In a world of infinite possibilities, there is something very gratifying in producing a “finite document“. Even more so, if it’s a really useful industry white paper meant to be shared, such as the “Think Tank Report” following every year’s Social Travel Summit. (All of them past reports are available for download here; I recommend you to read especially last year’s report, full of useful tips, insights and information).

Social Travel Summit Think Tank Report 2016_Screenshot


At this year’s Social Travel Summit #STSKitzbuehel (you can, by the way, read more about the conference as such here), three topics have been selected in order to lay the ground for the next Think Tank Report:

  1. Putting together the perfect visit: Essential ingredients to blog trips, what Destination Management Organisations (DMOs) need to stop doing, the basics of how to balance commercial and creative objectives so as to support mutually beneficial ways of working together.
  2. Beyond content: how influencers can help DMOs with training and product development, expanding the role of influencers beyond marketing, and making them as useful as possible during a visit.
  3. The role of influencers in crisis and recovery: More and more destinations have found themselves having to recover their image from post-terrorist attacks, natural disasters, or other major geopolitical events. How can travel influencers assist in this process?


Participants at #STSKitzbuehel gather during a fruitful Think Tank Discussion (c) iambassador / Frankie Thompson


“Hi Elena! I would be very grateful if you could be the topic leader on ‘how influencers can prove themselves useful in a destination, beyond producing content’. We know it’s becoming important. And as someone who does consultancy, we thought you’d be ideal for the job …”

When Peter Jordan, a consultant himself who I’ve been fortunate enough to meet over several occasions this year (including #NBEFinland & ITB Berlin), reached out to me in this way, I knew I was up for the challenge: Picking the brains of some 30 pre-selected travel influencers, DMO representatives & consultants about improving relations between the travel industry & travel publishers, and moving them towards suggestions for the subsequent Think Tank report. Wow. Certainly a challenging task, but knowing me a little, I think you would have noticed that I do enjoy public speaking and/ or moderating, a lot …! 😉

Peter Jordan setting the stage for the Think Tank Discussion to start (c) iambassador / Frankie Thompson


The full report, including answers to all of the above topics, will be available on this website: http://thesocialtravelsummit.com/think-tank/. Meanwhile, to give you further insights, some of the questions we discussed, as well as some of the (preliminary) results we gathered, are listed as follows (I have typed up the “answers” in a loose brainstorming format, please check for the full report up on “The Social Travel Summit” website):


To what extent are influencers already “going beyond content” and doing this type of micro-consulting?

Depending on the ability, and willingness, of each individual influencer, travel publishers have been found to be:


What “ingredients” are needed from both sides to make it work?


Peter Jordan setting the stage for the Think Tank Discussion to start (c) iambassador / Frankie Thompson

I really enjoyed moderating this kind of Think Tank discussion with my international peers! (c) iambassador / Frankie Thompson


What are “quick-wins” for influencers and DMOs? What type of training is most effective and easy to arrange?

Again, here are some of the findings my Think Tank participants have experienced in the past:


For DMOs: What do influencers need to remember when looking to pitch themselves in this way?

According to our discussion, they need to:


Curious to know more?

Check out all of my #STSKitzbuehel photos here:


… and do not miss our happy #STSKitzbuehel Video either, both fun and informative:


What is your opinion about all of the above trends & developments?

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Written by Elena

Elena writes about creative destinations, shares her personal travel stories and brings inspiring photography & interesting news updates home to you. Her mission is: "Continue to be amazed at this world, one creative travel experience at a time."

Ready for learning even more about creative travel?

Elena has recently published "The Creative Traveler's Handbook". Chock full of inspiratinal stories, travel tips and advice, it offers everything you need for planning and managing your next creative escape, addressing beginners and experienced travelers alike. Here's how to get your hands on it now!
#STSKitzbuehel Social Travel Summit: Improving Relations between Travel Publishers & the Travel Industry in Kitzbühel, Austria.
Welcome to the Austrian Rocky Mountains: Hello, "Gesäuse" National Park in Styria!


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