Marketing Director - Macdonald Resorts, Portugal (Macdonald Monchique Resort & Spa, Vale Da Ribeira Residences)
Branding in the era of new luxury: integrated marketing strategies for properties and destinations
About Magdalena Osmola
Magdalena is a travel marketing strategist captivated by behavioural trends, neuromarketing and new lifestyle concepts. With 10 years of multi-market experience across client and agency sides, she is passionate about developing brand strategies for travel businesses.
As Head of Marketing for European tourism association (ETOA) she led campaigns promoting Europe as a destination. She worked on research initiatives and events to raise digital awareness in the sector.
As Head of Marketing for an integrated marketing agency Accord she developed re-brand concept to help promote agency campaigns for clients including Jordan Tourism, Canadian Affair and various hotels and destinations. She contributed to agency winning awards (Travel Marketing Awards - Best Online Advertising and Best Website, Travolution - Best website).
Magdalena is now maximising brand awareness of the independent UK hotel group Macdonald Hotels & Resorts in a new, saturated market-Portugal with two resorts opened since 2016. 5* resort in the undiscovered hills of Monchique promotes a different side to the Algarve, combating seasonality and building on recent trends of wellness. The newest property Vale da Ribeira Residences is an epitome of minimalist stays trend with focus on authentic experiences. She has co-organised industry events with Google London and other partners (Travel Weekly, Travolution, ECM).
As a typical Millennial mind, Magdalena has keen interest in digital, holds Tourism Management MA, Google Squared Digital Marketing certification and is an MCIM. She was also involved in academic advisory projects at Universities of Westminster and Bournemouth.
“Happy is the new rich” In this session we will look at the latest cultural and behavioural trends, how people make judgements and decisions which ultimately affect their buying patterns. We will explore the concept of ''new luxury'', where status is no longer derived from expensive purchases but is strongly linked with passion, experience, wellness, community and sustainability. Find out how travel brands can truly bring out their human side and connect with new audiences. Emotional and good marketing is here to stay - and it will redefine the travel industry. We will draw on practical examples, channel selection and integrated marketing approaches for leading hotels and destinations.