Sara Gentile – Head of Destinations & Events MENA, Facebook

Conversation is at the heart of all relationships, including those between businesses and their customers.

As people’s expectations of brands are continuously rising, the new reality has highlighted the need for businesses to identify different ways of interacting with their customers that respect safety but, at the same time, drive utility, care, and value for them.

Digital channels, like Messenger and WhatsApp, have helped millions to stay connected, get reliable information and even transact during the pandemic. At March 2020, 20 billion person-to-business messages were exchanged between people and businesses every month on Messenger. That's a 10x increase since 2016!!

Messaging becomes more and more an essential component of travel brands’ strategy to drive revenue, loyalty and improve their cost structure.