Asian Tales Jens Thraenhart
Jens Thraenhart, co-founder, Dragon Trail

Bio for Jens Thraenhart

Specializing in distribution, digital marketing, social media and marketing strategy consulting for the global travel and tourism industry, Jens Thraenhart has over 20 years of international hospitality marketing and operations experience, spanning positions in rooms and food and beverage operations, revenue management, strategic planning and e-business for companies such as Four Seasons, Ian Schrager Hotels, Kempinski, Fairmont Hotels & Resorts and Marriott International. Thraenhart is currently the co-founder of Dragon Trail, an award-winning travel technology and digital marketing company that assists travel companies in marketing to affluent Chinese consumers via techniques leveraging technology, the Internet and social media. 

To educate the travel and tourism industry about the tremendous opportunity of China, he founded China Travel Trends, an online resource, magazine and community. As executive director of marketing strategy and customer relationship management for the Canadian Tourism Commission, he oversaw e-marketing, campaign management and customer relationship management. He was the first director of Internet strategy for Fairmont Hotels & Resorts and helped the company win multiple awards in website design and online marketing.

With a passion for sustainable tourism, Thraenhart has been an expert consultant for PATA, UNWTO, Mekong Tourism and SNV on how to leverage social media and digital marketing for capacity building and responsible tourism development, especially in developing countries. Currently, he is the founding chair of the PATA China Chapter, strategic advisor to Mekong Tourism (MTCO) and an affiliate member of the World Tourism Organization (UNWTO). Thraenhart holds an MBA-accredited masters of management in hospitality from the School of Hotel Administration at Cornell University, 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. A dual citizen of Germany and Canada, Thraenhart currently lives in Beijing.