Speakers from VisitScotland, Marketing Edinburgh and the Edinburgh Hotels Association joined representatives from Expedia Group, to explore how the industry can better work together to boost demand in Scotland, demonstrating the importance of the Edinburgh market for Expedia Group.
The Edinburgh Partner Summit, which took place at The Playfair Library at Old College on September 19, highlighted why extending the peak season for Scottish hoteliers is integral to driving visitor numbers, particularly amongst international travellers. Collaboration was another key theme, with major industry players agreeing that it is essential to the success of increasing tourist demand into Scotland.
The summit comes after Expedia Group and VisitScotland announced a new collaborative alliance earlier this month, aiming to drive travel demand through supporting Scotland’s hoteliers with data driven insights and guidance on best practice.
Irene Roberts, director market management, UK and Ireland, Expedia Group, said, “We are delighted to have welcomed Scottish hoteliers to our annual Edinburgh Partner Summit. Our new alliance with VisitScotland aims to build on the recent growth we have seen in the country and drive even greater demand all year round, particularly from valuable international visitors who tend to spend more during their visit, book further in advance and stay longer. It is important for us to continue engaging with the local industry to debate the current challenges facing the industry and how we can overcome them together, as we did at this year’s summit.”