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John Padwick

Vice President, Travel, Media & Entertainment Practice, Travel Strategy Lead
John Padwick

John is a seasoned Travel Industry executive with 15 years global experience in integrated brand marketing and technology systems. His background includes building and managing integrated brand marketing teams and initiatives across the travel industry. He's been responsible for developing digital platforms (including CRM and loyalty programs) for major global travel brands, including: Hilton Hotels, Marriott Hotels & Resorts, and Wyndham Hotels & Resorts. He brings a unique blend of industry knowledge regarding pertinent KPIs, CRM, and modern consumer new media consumption patterns. Immediately prior to joining Merkle, John's role centered on delivering CRM consulting, integrated marketing, and marketing automation solutions.

At Merkle, John spearheads the growth efforts for Merkle's specialty Travel practice. The practice provides expertise in bringing innovative data, analytic, and technical marketing solutions to top travel and hospitality clients. He is passionate about helping Merkle industry partners understand and leverage our customer-centric approach, delivering targeted experiences to customers and prospects across online and offline media.

John holds both an M.B.A. in Marketing, as well as an M.P.A, from the University of Texas at Austin.

John's Articles, Blog Posts, Webinars and More

Audience Platforms: The New Digital Funnel

We've all seen how today's travelers have changed their behavior. They've got a remarkably short adoption curb for digital technology like mobile devices and social media, and they've rapidly come to rely on digital interactions when they shop for tickets, book flights and manage and optimize their travel plans.

Some companies are surfing the digital wave right alongside their customers. Disney's MyMagic+ product, for example, leads the industry when it comes to connecting visitors with travel-related activities that used to be handled offline. We see digital interactions becoming an increasingly critical piece of the puzzle and observe that consumers' initial and primary brand experiences are centering on the mobile device.

Digital Travel Summit 2015 Takeaways

At the 2015 Digital Travel Summit, Matt Naeger, EVP of Digital Strategy, and I presented on “Using Customer Information to Deliver a Better Experience and Increase Value.”

The session covered how first party customer data is creating an opportunity for travel destinations to speak more directly and personally to their visitors.