CV
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Jens Thraenhart
Jens Thraenhart has over 25 years of international travel, tourism, and hospitality experience. In 1999, he founded Chameleon Strategies, an Affiliate Member of the World Tourism Organization (UNWTO), advising tourism organizations and travel businesses in leveraging digital engagement to drive sustainability. Previously, he co-founded leading China travel marketing agency Dragon Trail, and headed up the marketing strategy and digital departments at Fairmont Hotels & Resorts, Canadian Tourism Commission, and Dusit International.
He was appointed by the tourism ministries of Cambodia, Lao PDR, Myanmar, PR China, Thailand, and Viet Nam to head the Mekong Tourism Coordinating Office (MTCO) as its Executive Director in 2014 and has since spearheaded various award-winning initiatives.
Mr. Thraenhart has been recognized as one of the Top 25 Most Extraordinary Minds in Travel and Hospitality. An MBA graduate of Cornell University, he is currently pursuing his Doctorate in Tourism at The Hong Kong Polytechnic University.
Short Bio Version
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Jens Thraenhart
In 2014, the six tourism ministries of Cambodia, Laos, Myanmar, Thailand, Viet Nam, and China (Yunnan and Guanxi Provinces) appointed Jens Thraenhart to head the Mekong Tourism Coordinating Office (MTCO) as its Executive Director. The Mekong Tourism Coordinating Office (MTCO) is an inter-governmental body to promote the Mekong region as a single tourism destination, and foster responsible tourism development in the Greater Mekong Subregion (GMS). In his tenure, which the governments extended for two additional terms, he digitised the organization, introduced new programs and initiatives to drive engagement with industry stakeholders, organized the annual Mekong Tourism Forum, and was recognised with various prestigious awards for innovation and design for the new website MekongTourism.org, as well as the MekongMoments.com collaborative marketing platform, as well as the Mekong Mini Movie Festival campaign. He created the public-private partnership framework Destination Mekong, which operates various initiatives, including the collaborative social commerce platform Mekong Moments, the Experience Mekong Collection curating responsible travel experiences, and the Mekong Innovative Startups in Tourism (MIST) accelerator program.
In 2009, he co-founded award-winning China digital marketing and social media agency Dragon Trail, based in Beijing/PR China, helping companies all over the world to reach affluent Chinese consumers. Prior he has led marketing, CRM, and digital strategy teams at the Canadian Tourism Commission based in Vancouver/Canada, and at Fairmont Hotels & Resorts based in Toronto/Canada.
In 1999, he founded his consulting firm Chameleon Strategies, a UNWTO Affiliate Member, incorporated in Bangkok, Hong Kong and Vancouver. He has personally assisted many global companies with their digital transformation over the past twenty years. In 2016, Chameleon Strategies moved its main office to Bangkok/Thailand, offering services from strategic consulting, social technology development, communications, content creation, branding, marketing services, and creative design.
Educated at Cornell University with a Masters of Management in Hospitality, Mr. Thraenhart was recognized as one of the travel industry’s top 100 rising stars by Travel Agent Magazine in 2003, was listed as one of HSMAI’s 25 Most Extraordinary Sales and Marketing Minds in Hospitality and Travel in 2004 and 2005, and named as one of the Top 20 Extraordinary Minds in European Travel and Hospitality in 2014. A member of the UNWTO Global Panel of Experts, and PATA Board Member, he also served as past executive global board member of HSMAI (Hospitality Sales Marketing Association International), and was the past Chair of PATA China. Mr. Thraenhart is currently pursuing his part-time Doctor in Hotel and Tourism Management (DHTM) degree at The Hong Kong Polytechnic University. A dual citizen of Germany and Canada, he now lives in Bangkok/Thailand.
Normal Bio Version
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Jens Thraenhart
Jens Thraenhart was appointed by the six tourism ministries of Cambodia, Laos, Myanmar, Thailand, Viet Nam, and China (Yunnan and Guanxi Provinces) to head the Mekong Tourism Coordinating Office (MTCO) as its Executive Director in 2014. The Mekong Tourism Coordinating Office (MTCO) is an inter-governmental body to promote the Mekong region as a single tourism destination, and foster responsible tourism development in the Greater Mekong Subregion (GMS). In his tenure, which the governments extended for two additional terms, he digitised the organization, introduced new programs and initiatives to drive engagement with industry stakeholders, organized the annual Mekong Tourism Forum, and was recognised with various prestigious awards for innovation and design for the new website MekongTourism.org, as well as the MekongMoments.com collaborative marketing platform, as well as the Mekong Mini Movie Festival campaign. In order to execute the goals and mandates of the GMS Tourism Working Group of the six tourism ministries, he created the public-private partnership framework Destination Mekong, which operates various initiatives, including the collaborative social commerce platform Mekong Moments, the Mekong Innovative Startups in Tourism (MIST) accelerator program, the Mekong Mini Movie Festival, the Mekong Trends insight platform, and the Experience Mekong Collection curating and showcasing responsible and sustainable travel businesses.
In 2009, he co-founded award-winning China digital marketing and social media agency Dragon Trail, headquartered in Beijing/PR China with offices in Shanghai, Xian, UK, and USA, helping companies all over the world to reach affluent Chinese consumers. While at Dragon Trail, he published ChinaTravelTrends.com, and the corresponding China Travel Travel Trends books. Prior he has led marketing, CRM, and digital strategy teams at the Canadian Tourism Commission based in Vancouver/Canada when he founded the Canada-e-Connect Conference, and at Fairmont Hotels & Resorts, based in Toronto/Canada, being recognised with many prestigious international awards in digital marketing and design.
In 1999, he founded his consulting firm Chameleon Strategies based in Bangkok, Hong Kong and Vancouver. An Affiliate Member of the World Tourism Organization (UNWTO) since 2008, the firm helps organizations to leverage social commerce and CRM to drive sustainability and inclusiveness. He has personally assisted many global companies, including European Travel Commission, Tourism Vancouver, Tourism Whistler, Banff Lake Louise Tourism, Travel Alberta, Tourism Malaysia, Atout France, Australia Tourism Warehouse, Small Luxury Hotels of the World, Mandarin Oriental Hotel Group, Fiesta Americana Hotels & Resorts Mexico, Prestige Cruise Holdings (now Norwegian Cruise Lines), Swire Hotels, Dusit International, Shinta Mani Hotel Cambodia, Pacific Asia Travel Association (PATA), and the World Tourism Organisation (UNWTO). In 2016, Chameleon Strategies moved its main office to Bangkok/Thailand, offering services from strategic consulting, social technology development, and marketing services from branding, content creation to creative design.
Educated at Cornell University with a Masters of Management in Hospitality, Mr. Thraenhart was recognized as one of the travel industry’s top 100 rising stars by Travel Agent Magazine in 2003, was listed as one of HSMAI’s 25 Most Extraordinary Sales and Marketing Minds in Hospitality and Travel in 2004 and 2005, and named as one of the Top 20 Extraordinary Minds in European Travel and Hospitality in 2014. A member of the UNWTO Global Panel of Experts, and PATA Board Member. As past executive global board member of HSMAI (Hospitality Sales Marketing Association International), in 2003 he created the HSMAI Digital Marketing Council, and the HSMAI Digital Marketing Strategy Conference as its founding chair. As past Chair of PATA China, he founded the Annual China Responsible Tourism Forum & Awards in 2011. Mr. Thraenhart is currently pursuing his part-time Doctor in Hotel and Tourism Management (DHTM) degree at The Hong Kong Polytechnic University. A dual citizen of Germany and Canada, he now lives in Bangkok, Thailand.
Story
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Jens Thraenhart
is a global tourism and hospitality strategist, with a focus on leveraging new media channels and emerging technologies. He has been marketing travel online since 1995, and established his consultancy Chameleon Strategies in 1999 with the mission to help firms ‘adapting to an ever-changing environment’.
Active in North and Latin America, Europe, Middle East, and Asia, Jens has has over 20 years experience, and has worked and consulted for hotel companies and tourist boards focused on strategic planning, pricing and revenue management, sales and marketing strategies, digital marketing, e-commerce, social media, mobile, distribution, and technology optimization, as well as China market entry, organizational change, execution, and future trends.
He has been engaged by many international companies, including hospitality companies such as Four Seasons, Ian Schrager Hotels, Kempinski Hotels, Fairmont Hotels & Resorts, Swire Hotels, Dusit International, Fiesta Americana Hotels & Resorts, Mandarin Oriental Hotel Group, Marriott International, Shinta Mani Hotel in Siem Reap/Cambodia, and Prestige Cruise Holdings, as well as tourism boards such as the Canadian Tourism Commission, European Travel Commission, Tourism Whistler, Tourism Vancouver, Banff Lake Louise Tourism, and others.
Jens Thraenhart is the founder and CEO of Chameleon Strategies, an affiliate member of the World Tourism Organization (UNWTO) since 2008, headquartered in in Bangkok. Since 1999, Chameleon Strategies is offering strategic consulting, social commerce technology development, and marketing services from branding, content creation, communications, and creative design. He introduced the Blogger Matchup concept to Asia connecting content creator and influencers to brands. All initiatives are operated by Chameleon Strategies.
In 2014, Jens Thraenhart was appointed by the tourism ministries of Thailand, Vietnam, Cambodia, Laos, Myanmar, and China (Yunnan and Guangxi) to head of the Mekong Tourism Coordinating Office (MTCO) as its Executive Director. The Mekong Tourism Coordinating Office (MTCO) is an inter-governmental collaboration to promote the Mekong region as a single tourism destination, and foster responsible tourism development in the Greater Mekong Subregion.
Excited about the tremendous opportunity for travel and tourism brands to be able to connect with relevant consumers in established as well as emerging local markets, by leveraging social media technology applications and digital marketing strategies, he founded China Travel Trends, the publisher of the “Essential China Travel Trends” book and the ChinaTravelTrends.com resource website, and co-founded award-winning travel technology and digital marketing firm Dragon Trail in 2009, the first marketing agency helping travel brands develop a China presence leveraging social media, and digital marketing. In 2011, Dragon Trail launched an innovative new travel website Tripshow.com, aggregating visual content posted by Chinese travelers on Chinese social media platforms, as well as products such as the China Travel Academy, and the China Starter Pack. In 2012, Red Herring recognised Dragon Trail with the Top 100 Asia Award.
A pioneer when it comes to online travel, he had his first online travel start-up in 1995, worked in Marriott’s e-commerce department back in 1998, and co-founded MyLeisureTime.com in 1999 (backed by Lehman Brothers in New York/USA), as well as WOW.travel back in 2001 (purchased by Kiwi Collection). As a global e-tourism expert, he has led marketing and Internet strategy teams with the Canadian Tourism Commission and Fairmont Hotels & Resorts. Being recognized with multiple awards for website development and online marketing, including Hospitality Sales & Marketing Association International (HSMAI), Association of Travel Marketing Executives (ATME), Canadian Marketing Association (CMA), and World Travel Awards.
In 1994, he created the Cesar Ritz Network Society, which became the Global Alumni Association of Cesar Ritz Colleges in Switzerland, Australia, and the US, by initiating one of the first online hotel school alumni system in the world. In 2004, he initiated the HSMAI Digital Marketing Special Interest Group which he chaired, and founded the HSMAI Digital Marketing Strategy Conference. While at the Canadian Tourism Commission, he founded the Canada-e-Connect Strategy Conference (2007), the Canadian e-Tourism Awards (2007), the Canadian e-Tourism Council (2006), and co-founded the Online Revealed Canada Conference (2006). He developed various other e-tourism events, including the Arab Online Marketing Conference (Egypt, 2008), and E-Tourism Asia (Cambodia, Laos, Myanmar, Bhutan, Thailand – 2011-2013). Passionate about story-telling, he co-founded the Tips From The T-List book and blogging community (2007), and created Blogger Match-Up (2013), an innovative blogger outreach model to bring top digital self publishers and influential citizen journalists to Asia and match them up with travel and tourism organizations. With a passion for sustainable tourism, he has been an expert consultant for UNWTO (in 2012 on a mission in DPRK/North Korea), PATA, and Mekong Tourism on how to leverage social media and digital marketing for capacity building and responsible tourism development, especially in developing countries, where he helped conceptualize the Travel Leaders Symposium on Sustainable Tourism, Myanmar (Bagan/Myanmar, 2011). A World Tourism Organization (UNWTO) Affiliate Member, he has served on various boards, including PATA (Pacific Asia Travel Association), HSMAI (Hospitality Sales & Marketing Association International) and IFITT (International Federation for IT and Travel & Tourism), and has been on the judging panel of the Wild Asia Responsible Tourism Awards. As founding Chair of PATA China, he created the Annual China Responsible Tourism Forum & Awards in 2011. He is an avid blogger (he launched his successful TourismInternetMarketing.com blog in 2004), author, consultant, frequent speaker at industry conferences, and has been strategic advisor to the CEOs of PATA and Mekong Tourism in 2012-2013.
Educated at Cornell University with an MBA-accredited Masters of Management in Hospitality, and a joint Bachelor of Science in International Hospitality Management from the University of Massachusetts, Amherst, and the University Center ‘Cesar Ritz’ at Brig, Switzerland, Mr. Thraenhart was recognized as one of the travel industry’s top 100 rising stars by Travel Agent Magazine in 2003, was listed as one of HSMAI’s Top 25 Most Extraordinary Sales and Marketing Minds in Hospitality and Travel in 2004 and 2005, and was named as one of the Top 20 Most Extraordinary Minds in European Travel and Hospitality in 2014.
A dual citizen of Germany and Canada, Jens now lives in Bangkok/Thailand.
Connect with Jens on TravelMassive.
Jens Thraenhart
Educated at Cornell University, Jens Thraenhart is an avid traveler and award-winning tourism strategist, having lived and worked on three continents. After Munich, Brig, Boston, New York, Toronto, Vancouver, and Beijing, he is now based in Bangkok. Here he is consulting and advising hotel and travel companies, and heading up the Mekong Tourism Coordinating Office, a collaboration between the tourism ministries of China, Cambodia, Myanmar, Laos, Thailand, and Vietnam. Visit Jens.Travel for my personal travel experiences that have taken me to over 60 countries, including fascinating places like North Korea, Bhutan, Bangladesh, and Saudi Arabia.