1. Digital Innovation Asia (DIA) partners with lebua Hotels
& Resorts to establish DIA Industry Chair 2013/2014
Bangkok, April 14, 2013: Digital Innovation Asia (DIA) is a new initiative promoting excellence and
knowledge sharing when it comes to leveraging digital, social, and mobile in the travel and tourism
industry to promote the complete Asian Visitor Economy.
Digital Innovation Asia (DIA) is pleased to partner with lebua Hotels & Resorts, the operator of the lebua
Hotel at State Tower in Bangkok, in creating the Industry Chair of Digital Innovation Asia. Serving as the
DIA Industry Chair 2013/2014, lebua Hotels & Resorts will help guide the strategy and provide resources
to assist in executing the DIA vision, in collaboration with the Pacific Asia Travel Association (PATA),
and other industry partners.
In guiding the strategy, as well as to leverage technology, resources, and expertise, DIA has established the
Digital Innovation Asia Council. The Digital Innovation Asia Council is a group of the most accomplished
digital innovators and strategists in the Pacific Asia Travel and Tourism Industry. The council is an
invite-only forum of the most senior e-commerce executives and digital marketing thought leaders
from hotels, airlines, tourist boards, and soon also cruise lines, tour operators, and travel media from all
corners of the Asia Pacific region. Individuals are hand-selected and appointed by a nomination committee,
based on their innovations and commitments to the industry.
Strategically aligned with the Pacific Asia Travel Association (PATA),Digital Innovation Asia is endorsed
and supported by the Pacific Asia Travel Association (PATA), the Tourism Authority of Thailand (TAT),
the World Tourism Organization (UNWTO), the Association of South East Asian Nation (ASEAN), the
Mekong Tourism Coordinating Office (MTCO), the Tourism Technology Association (TTA), the Global
Business Travel Association (GBTA), the International Federation of IT in Travel and Tourism (IFITT),
and the International Association of Travel and Tourism Professionals (SKAL). Digital Innovation Asia
(DIA) includes a new platform www. DigitalInnovationAsia.com, the Digital Innovation Asia Council, the
Digital Innovation Asia Awards, Speak-Out Asia, Blogger-Match Up, Digital Aid Asia, China Boot Camp,
the Digital Innovation Asia Challenge, and a year-round program of workshops and seminars.
Martin Craigs, CEO of PATA says: “Digital Innovation Asia has the potential of becoming an important
component when it comes to executing PATA‟s Next Gen Strategy. We applaud forward-looking
organizations, such as PATA member lebua Hotels & Resorts, in supporting important and innovative
efforts such as DIA that embrace the complete Visitor Economy.”
Jens Thraenhart, founder of Digital Innovation Asia (DIA) and co-founder of Preferred PATA Member
Dragon Trail, and Chair of PATA‟s China Chapter says: “We are impressed by lebua Hotels & Resorts in
making digital innovation a vital component of its organizational DNA and leveraging technology as an
enabler in driving customer and stakeholder value, and to better reach potential guests and to improve their
experience at every touch point.lebua Hotels & Resorts has very quickly understood and embraced the
vision of DIA and we are excited to work with lebua Hotels & Resorts in developing DIA as a platform to
utilize digital, social, and mobile as a catalyst for responsible tourism development.”

2. Deepak Ohri, CEO of lebua Hotels & Resorts says: "lebua's partnership with DIA and PATA is a natural
fit. Digital is a vital elementin creating powerful visitor experiences while at the destination, as well as pre
and post. In supporting Digital Innovation Asia, lebua is committed to enhance responsible tourism
development, supporting people, profit, and planet by leveraging digital media and emerging
technologies."
On June 10-12, Digital Innovation Asia continues in Bangkok, after Thailand's tourism trade show TTM+
in Bangkok, the World Islamic Tourism Mart (WITM) and Malaysia International Tourism Exchange
(MITE) in Malaysia, and the World Economic Forum East Asia in Myanmar. On June 10 and 11, the first
ever Blogger Match-up in Asia will as well as DIA's inaugural flagship digital innovation summit Speak-
Out Asia will be hosted at lebua Hotel at State Tower, and the DIA Awards will be celebrated at BED
Supperclub. On June 12, DIA is holding the China Boot Camps to help travel and tourism companies
understand the complex Chinese travel market.
Relevant and interested organizations and individuals are invited to contact us for speaking engagements
and sponsorship opportunities. Bloggers and media professionals are invited to apply for accreditation
privileges. We encourage nominations for the DIA Awards on June 10th – nominations are free to submit
at http://goo.gl/rRVwS.
The complete Digital Innovation Asia program:
June 10: Blogger Match-up – lebua Hotel at State Tower
June 10: DIA Council Meeting (by invitation)
June 10: DIA Awards - Bed Supperclub (8 pm – 10 pm)
DIA Awards VIP Reception (by invitation) – Bed Supperclub (7pm – 8 pm)
June 11: Speak-Out Asia – lebua Hotel at State Tower (10 pm – 5 pm)
June 11: The Last Byte Party - (by TDN.asia)
June 12: China Boot Camp - (10:30 am – 4:30pm)
For more information on how to get engaged in Digital Innovation Asia from April 23-24 and June 10-12
in Bangkok, please visit www.DigitalInnovationAsia.com, like us on Facebook at
www.Facebook.com/DIAsiaTourism, download our brochures at http://www.slideshare.net/DIAsiatourism,
and follow-us on Twitter @DIAsiaTourism (hashtag #DIAsiaTourism). Register at
http://DIAsiatourism.eventbrite.com/. Please visit our DIA Awards partner TravelDailyNews.Asia to
submit your nominations at http://goo.gl/rRVwS.
- ENDS -
About Digital Innovation Asia (DIA)
Digital Innovation Asia (DIA) is a new initiative promoting excellence and knowledge sharing when it
comes to leveraging digital, social, and mobile in the travel and tourism industry to promote the complete
Asian Visitor Economy. Aligned with the Pacific Asia Travel Association (PATA), it includes a new
platform www.DigitalInnovationAsia.com, the Digital Innovation Asia Council, the Digital Innovation
Asia Awards, Speak-Out Asia, Blogger-Match Up, Digital Aid Asia, China Boot Camp, the Digital
Innovation Asia Challenge, and year-round program of workshops and seminars. Get inspired and engaged
at: www.DigitalInnovationAsia - Facebook: DIAsiaTourism – Twitter: @DIAsiaTourism (hashtag
#DIAsiaTourism) - LinkedIn: http://linkd.in/ZPKhpB - Register at
http://DIAsiatourism.eventbrite.com/.Please visit our DIA Awards partner TravelDailyNews.Asia to submit
your nominations at http://goo.gl/rRVwS
About Pacific Asia Travel Association (PATA)
Since its foundation in 1951, the Pacific Asia Travel Association (PATA), a not-for profit membership
association, has achieved international acclaim by acting as a catalyst for the responsible development of
travel and tourism to, from and within the Asia Pacific region.

3. The Association provides aligned advocacy, leadership and events to its members, comprising 90
government, state and city tourism bodies, nearly 30 international airlines, airports and cruise lines, 57
educational institutions, and hundreds of travel industry companies in Asia Pacific and beyond.
Thousands of travel professionals belong to dozens of local PATA chapters worldwide. The chapters
organise travel industry training and business development events. PATA's „Next Generation' mPOWER
platform delivers unrivalled data, forecasts and insights from the PATA Strategic Intelligence Centre to
members' mobile devices anywhere in the world. PATA's headquarters is in Bangkok.
Media Contacts:
Pacific Asia Travel Association (PATA)
Ms. ParitaNiemwongse
E-mail: communications@PATA.org
Web: www.pata.org
Digital Innovation Asia (DIA)
Ms. KwangNuchpoom
E-Mail: info@digitalinnovationasia.com
Web: www.DigitalInnovationAsia.com