Jens Thraenhart

President – Chameleon Strategies, Inc.

As Founder and President of Chameleon Strategies, Jens Thraenhart leads an innovative Strategy Think Tank with representation in Europe, Asia, and North America, focused on branding, e-business, social media, and sustainability, leveraging best of breed technologies, agencies, and experts from all over the world, in order to helps clients create strong relationships with customers through engagement and service innovation.  His focus is helping travel organizations to market to Chinese consumers via social media and online marketing.

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 was motivated to develop a unique ‘think global-act local’ methodology. With China as the first consumer market of focus, he partnered with a Chinese travel technology company to create brand strategy advisory firm Dragon Trail, and launched the online resource portal and community (Twitter: @cnTravelTrends).

Jens Thraenhart has over 15 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 such companies such as Four Seasons, Ian Schrager Hotels, Kempinski, Fairmont Hotels & Resorts, and Marriott International.  Early in his career Jens’ entrepreneurial edge was sharpened with him founding and operating a successful food catering company, managing an independent luxury golf resort in Germany, starting a New York-based Internet travel company, the global online travel magazine, and lately a new online travel venture in the Rail and River Cruise space.

Most recently as the Executive Director of Marketing Strategy and Customer Relationship Management for the Canadian Tourism Commission, he oversaw e-marketing, campaign management, customer relationship management, and technology development.

Under his direction as Director of Internet Strategy for Fairmont Hotels & Resorts as well as Marketing and CRM for Fairmont’s Vacation Ownership division, the company won multiple prestigious awards in website design and online marketing. While at the Canadian Tourism Commission, he founded and produced the first online travel conferences in Canada, “Online Revealed Canada” and “Canada-e-Connect”, as well as the “Canadian e-Tourism Awards” and the Canadian e-Tourism Council.

Jens 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.  Regarded as a thought-leader by his peers and listed as one of the ‘Top 25 Most Extraordinary Sales and Marketing Minds in Hospitality and Travel’ in 2004 and 2005, and recognized as one of the ‘travel industry’s top 100 rising stars‘ by Travel Agent Magazine in 2003. His blog “” is widely respected and frequently quoted, and he is the co-founder of the “Tips from the T-List” travel blogging community.

Jens consults for Dot Sport, and sits on various advisory boards, including Planet Eye and Brand Karma, as well the Global and Americas Board of Directors of the Hospitality Sales and Marketing Association International (HSMAI), and the International Federation of Information Technology in Tourism (IFITT).  A dual citizen of Germany and Canada, Jens now lives in Beijing/China.


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SKYPE: jthraenhart (+1.206.965.9300)