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November 2018


the customer journey of the premium traveler research presentation

The presentation of the first joint research project between IE Mastercard Premium and Prestige Business Observatory and Google called “The Customer Journey of the Premium Traveler” took place October 23rd at the IE Paper Pavilion.

Carlos Mas, Executive Vice-president of the IE Foundation and Paloma Real, Country Manager at Mastercard Spain opened the event. María Eugenia Girón, Executive Director of the IE Mastercard Premium and Prestige Business Observatory and Sandra Manresa from Google made a previous introduction to the study presentation made by our researcher Jörn Gieschen and Beatriz Domínguez. After that, there was a roundtable and they were joined by Antonio López de Ávila, director of IE Travel & Tourism Innovation Centre, and Tello Villarrubia, Global Customer Insight Director of Dufry.   

You can read and download the report here.

We received many congratulatory messages and we would like to share a few with you:

“Thank you very much for the report and congratulations for the presentation last Tuesday, it was truly interesting” - César Glaría Baines, Marketing Director of La Galería de Canalejas.

“I’d like to congratulate you for your initiative to carry out this analysis as well as for the event organization. I’m looking forward to the next installment where the customer behavior is analyzed in age groups” - Virginia Fuertes, Travel Business Development Manager.

“…I’m going to explain all the participants the important work you are doing “ - Antonio Santos del Valle, World Shopping Tourism Network.

“Carrying out research studies that can be translated into something revealing is what gives meaning to this effort” - Juan Ferrer.

“Thanks for sharing with me this excellent investigation. I’d like to congratulate IE, the Observatory, its partners and its Executive Director María Eugenia Girón, for an extraordinary contribution to our industry, our society and, of course, our country" - Pedro Allo Pérez.

“I find it a very interesting perspective and study. I will read it carefully because I see very powerful insights” - Patricia Arias, FoundingPartner.

“… Thanks for both your research study and your invitation” - Danny Han.

“Thank you very much for sending me the study. I enjoyed a lot my attendance to the even on Tuesday. This kind of actions helps us all improve” - Ángeles Lara Oria, Sales Director of Abadía Retuerta.

alexa and the amazon effect: the end of brands?

by María Eugenia Girón

The impact on the retail sector caused by the company, born in 1994, has transformed the way we buy without giving us the opportunity to seek or to get inspired.

Read article @ Forbes Mexico

maria eugenia girón @ south summit 2018

María Eugenia Girón, Executive Director of the IE Mastercard Premium and Prestige Business Observatory, participated in the talk about “The Amazon effect” during the South Summit 2018. You can see some pictures here.

Watch video

wtm dailies: luxury travel barometer

Regarding the success factors of luxury travel businesses and how this varies in different regions of the globe, Gary Noakes gives an insight into the report’s findings.

Read full article

jörn gieschen @ wtm london

Jörn Gieschen, IE Mastercard Premium and Prestige Business Observatory researcher, will moderate the roundtable “Luxury travel business success factors in comparison: East meets West” that will take place November 6th within the context of World Travel Market London 2018. Antonio López de Ávila, director of IE Travel & Tourism Innovation Centre, will be among the participants.

Go to the event webpage
the way premium tourists organize their travels

This article in Expansión analyzes and reflects on the conclusion provided by “The Customer Journey of the Premium Traveler”, the research study carried out by IE Mastercard Premium and Prestige Business Observatory and presented by them along with Google.

Read article @ Expansion




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