Day One - Monday, April 27: The Customer Journey: Dreaming, Planning & Booking

07:00 - 08:00 Continental Breakfast & Registration In The Solutions Zone

08:00 - 08:05 Welcome

Jeff Meredith, Event Director, Digital Travel Summit

08:05 - 08:15 Chairperson's Opening Address


08:15 - 08:45 Keynote: Ideas And Inspiration For Today’s Digital Traveler

Martin MacDonald - Head of SEO Orbitz
Travel is a life experience that many of us are privileged to enjoy. We are shaped by travel, we
are the sum total of our experience and visiting new places and meeting new people is experience
distilled.

Increasingly organic marketing (SEO and social media) is being won by those that provide excellent narrative, those who are storytellers. Producing content that is “Google Panda
compliant” is missing the point. Tweeting, or posting on Facebook for the sake of it is missing
the point.

The point is inspiring consumers, educating travelers, then assisting them achieve their ambitions. Not selling them discount tickets where your only differentiator is price.
img

Martin MacDonald

Head of SEO
Orbitz

08:45 - 08:55 Interactive Polling

The Digital Travel Summit will invite audience members to share their perspective on travel industry, digital marketing & e-commerce trends.

08:55 - 09:20 The Next Chapter In Digital Advertising: Performance Is Everything

Jim Price - Vice President, Sales - Travel Industry Criteo
In just a few years, travel marketers have realized the benefits of real-time performance display advertising. In this session, we’ll explain how this powerful technology is also about to revolutionize other key marketing channels like mobile, email and video, and how to prepare to capitalize on these opportunities to drive incremental conversions.
img

Jim Price

Vice President, Sales - Travel Industry
Criteo

09:20 - 09:50 Panel Session: How Do You Craft A Strategy That Blends Earned, Owned, Curated And Sponsored Content?

Martin MacDonald - Head of SEO Orbitz Matt Laessig - Vice President & GM BedandBreakfast.com Dianna Koltz - VP, Sales and Services Rivet
In a brave new world where content is king, you have to develop a strategy that encompasses all
the different facets. This panel will share tips on:
  • Getting started: Conducting a content audit, developing a style guide, identifying key consumer interest points to inform content ideation, building an editorial calendar and distribution plan
  • Earned content: Capitalizing on social sharing, blogs about your offerings and aggregator sites
  • Curated content: Utilizing influencer marketing to tell your story
  • Effectively using sponsored content/native advertising
  • Measuring the ROI: Quantifying your content marketing efforts
img

Martin MacDonald

Head of SEO
Orbitz

img

Matt Laessig

Vice President & GM
BedandBreakfast.com

img

Dianna Koltz

VP, Sales and Services
Rivet

09:50 - 10:00 Digital Travel Summit Benchmarking Survey

From open and click-through rates to churn metrics and insights around the devices that consumers are using, you won’t want to miss this opportunity to compare your digital marketing efforts against your peers.

10:00 - 10:45 Morning Refreshment Break

Personalization

10:45 - 10:50 Chairperson’s Opening Remarks

Mobile & Social

10:45 - 10:50 Chairperson’s Opening Remarks

Personalization

10:50 - 11:10 Personalization To Drive Greater Brand Loyalty And Revenue Michael Bennett - Vice President, Marketing, Full Service & Lifestyle Division White Lodging
Travel brands are getting to know their customers better than ever and tailoring their service offerings. Airlines like Delta are outfitting flight crews with smartphones that can deliver instant, customer-specific information, such as seat preferences, drink choices, and mileage balances. Travel brands want to be able to exploit enormous amounts of data so they can better serve customers and in turn, retain and grow their business with them. The best way to do that is not by snooping on them but by encouraging customers to voluntarily share information with them. Loyalty programs are a great way of doing this, as customers are happy to share data to have access to various perks (lounge access, free upgrades, etc.). Travel brands need to create opportunities for customers to share their personal preferences so they can better tailor an experience for them. Learn how leading companies are using personalization to drive greater brand loyalty and revenue.
img

Michael Bennett

Vice President, Marketing, Full Service & Lifestyle Division
White Lodging

Mobile & Social

10:50 - 11:10 Be Personal, Be Relevant, Be Social Nick Myers - Social Media Marketing Manager Silvercar
The social tools and data available to marketing teams today are making it easier and easier to not only discover who your customer is, but they also give us the ability to speak to them on a much more personal level than ever before. This presentation will share how Silvercar uses social mediums to discover, target and engage potential customers, while utilizing user generated content and published content to drive business objectives.
img

Nick Myers

Social Media Marketing Manager
Silvercar

Personalization

11:10 - 11:30 Lost It All On Red? Win It Back With Customer Experience Mark Bloxham - Managing Director James Villa Holidays Graham Cooke - CEO & Co-Founder Qubit
Join Graham Cooke, CEO/Founder of Qubit, and Mark Bloxham, Managing Director of James Villas, and discover the reasons why a data driven approach to testing can alleviate the risk associated with personalization in the travel and hospitality industry.
img

Mark Bloxham

Managing Director
James Villa Holidays

img

Graham Cooke

CEO & Co-Founder
Qubit

Mobile & Social

11:10 - 11:30 Innovation Spotlight
Companies interested in this opportunity may contact Alex Cherkovets at Alex.Cherkovets@wbresearch.com or 646-200-7534
Attendees of this 40 minute workshop will be presented with a scenario where they're running a fictitious company that must develop personalization strategies designed to enhance user experience and drive engagement. Members of the audience will break up into groups which will be asked to present their strategic vision to the larger audience.

Kristine Potter, Vice President, eCommerce & Consumer Marketing, Apple Vacations
Jennifer Abboud-Smith, Senior Manager, Digital and Merchandising Strategy, Apple Leisure Group
img

Kristine Potter

Vice President, Marketing & E-Commerce
Apple Vacations

img

Jennifer Abboud-Smith

Director, Digital Strategy
Apple Leisure Group

Mobile & Social

11:30 - 11:50 Social For Aspiration: Enhancing Social Networking’s Role In Destination Selection Jeremy Althof - Manager, Direct Marketing Hawaiian Airlines
• Capitalizing on the one in three US travelers who reference social media as a main source of travel ideas and inspiration
• Ensuring you are present on those websites that are being used and monitoring your mentions, becoming part of the dialogue

img

Jeremy Althof

Manager, Direct Marketing
Hawaiian Airlines

11:50 - 12:10 The Pitfalls And Challenges Of Responsive Design: Designing For Mobile First

Andrew Wilson - Senior Vice President & General Manager, Atlanta.net Atlanta Convention & Visitors Bureau
Your visitors are using a multitude of different devices, ranging from phones to "phablets" to tablets and desktop PCs. Given this fact, it's important that your site adjusts gracefully and provides the best experience possible no matter what device you're using. The Atlanta Convention & Visitors Bureau has been working to advance responsive web design with a particular focus on designing for mobile first. If you're not providing a mobile-friendly experience for your customers they'll bounce off your website and head elsewhere. This presentation will address:
  • How responsive design is not always what it's cracked up to be
  • Utilizing Google Analytics traffic data to drive the strategy
  • Responsive design challenges for online marketers

Andrew Wilson, Senior Vice President & General Manager, Atlanta Convention & Visitors Bureau
img

Andrew Wilson

Senior Vice President & General Manager, Atlanta.net
Atlanta Convention & Visitors Bureau

12:10 - 13:10 Lunch For All Attendees

13:10 - 13:30 Best Practices Around Website Redesign

What does an engaging travel site look like? Your website is not just a website but a reflection of your brand. An innovative and useful online experience will make your customers adore you, increasing loyalty and leading them to recommend you to others, further growing your business. Based off the presenter’s experiences at Travelocity, Hotels.com and Southwest Airlines, this presentation will share best practices around website redesign, including such considerations as:
  • Responsive design: Offering a smooth experience across all platforms
  • Livening up your site with attractive imagery
  • Capitalizing on user location to offer relevant information and offers
  • Making it social: Enhancing the user experience with social components that drive loyalty and referrals
  • Highlighting partnerships – airline, hotel and attractions all in one place - to offer a more cohesive booking experience

13:30 - 13:50 “Why Does It Take So Long For Development To Roll Out New Functionality?”

Alan Josephs - Vice President, Hotel Distribution Travelzoo
One of the huge challenges for any company is getting development to roll out new functionality as quickly as possible. This presentation will share tips on how to build out new functionality quickly and efficiently.
img

Alan Josephs

Vice President, Hotel Distribution
Travelzoo

China is the world’s largest source of outbound and inbound tourism, according to the World Tourism Organization. Chinese tourists are the highest per capita spenders no matter where they go. But attracting them is not easy. There is a great cultural divide that must be crossed. How does a marketer cross this divide? What are the challenges? How does one capture this huge market that’s driving tourism in key cities around the world? What social media channels should be utilized?

Lillibeth C. Bishop, Senior Director, Marketing & Public Relations - North America, Air China
img

Lillibeth C. Bishop

Senior Director, Marketing & Public Relations – North America
Air China

Digital Travel Summit interactive roundtables will provide you with an opportunity to meet fellow digital marketers and e-commerce professionals who are facing the same challenges and discuss practical solutions. Attendees can take part in two roundtables during this hour.

1. Building Powerful Visuals And Tapping Travelers’ Photos & Videos To Promote Your Brand – Facilitated by Jeremy Althof, Manager, Direct Marketing, Hawaiian Airlines
2. Measuring The Success Of Your Local SEO Campaign & Adapting To The New World Of Pigeon – Facilitated by Amy Labroo, Senior Director of eCommerce, Online Marketing, Wyndham Vacation Rentals
3. Mobile Campaign Measurement – Facilitated by Michael Weiss, Director, Online Retail, Global Operations, Marriott
4. Building Successful Multichannel Campaigns - Facilitated by Devin Sung, Vice President, Digital Personalization, Marriott International
5. Cross-Platform Integration: How Can You Optimize The Customer Experience Across All Screens? – Facilitated by Anais Margitay, Director, Digital Marketing, ClubMed
6. Meeting Business Goals Through Social Advertising – Facilitated by Rich Tucker, Social Media Manager, Travel Leaders Leisure Group
7. The Maturation Of Meta-Search And What It Means For Your Business – Facilitated by Jason Antony, Assistant Vice President, Digital Engagement, Viceroy Hotel Group
8. Increasing Conversion & Driving Revenue Through Predictive Marketing – Facilitated by Allyson Barr , Vice President, Marketing, Boxever
9. The Next Chapter In Digital Advertising: Performance Is Everything - Facilitated by Jim Price, Vice President, Sales - Travel Industry, Criteo
10. Lost It All On Red? Win It Back With Customer Experience – Facilitated by Graham Cooke, CEO & Co-Founder, Qubit
11. Understanding User POV To Launch Great Mobile Apps - Facilitated by John Montgomery, SVP of Project Delivery, Applause

img

Jason Antony

Director of Corporate Marketing
TRI Pointe Group

img

Amy Labroo

Senior Director of Innovation
Wyndham Hotel Group

img

Lillibeth C. Bishop

Senior Director, Marketing & Public Relations – North America
Air China

img

Anais Margitay

Director, Digital Marketing
CLUBMED

img

Rich Tucker

Social Media Manager
Travel Leaders Leisure Group

img

Jeremy Althof

Manager, Direct Marketing
Hawaiian Airlines

img

Jonathan Isernhagen

Director, Analytics & Insights
Wyndham Hotel Group

img

Michael Weiss

Director, Online Retail, Global Operations
Marriott

img

Devin Sung

Vice President, Digital Personalization
Marriott International

img

Jeff Montgomery

Senior Vice President, Project Delivery
Applause

img

Allyson Barr

Vice President, Marketing
Boxever

15:10 - 15:50 Afternoon Refreshment Break In Solutions Zone

You’ve been inspired and have decided on a destination. But how do you decide where you’re going to stay? What you’re going to do during the day? What’s the definition of a “can’t miss” activity in your destination of choice? Social networks, review sites, photos & videos are increasingly influential in determining traveler choices. Learn how you can stay on top of the action.
img

Mark Deyer

Director, Digital Performance
Choice Hotels International

img

Debbie Johnsen

Director, Interactive Marketing
The Leading Hotels of the World

img

Edward Perry

Head of Partnerships, Americas
HRS - The Hotel Portal

img

Leah Smith

Director of Sales
Whole Journeys, A Whole Foods Market Company

img

Brian Payea

Head of Industry Relations
TripAdvisor

16:20 - 16:30 Innovation Spotlight: Connecting The Dots Across The Customer Journey By Activating Audiences

Ali Bohra - Director of Product Marketing Adobe
Learn how Adobe can help you get a complete view of your audience by combining all of your data sources (online, offline, first, second-and third-party data) in one place. Create and activate valuable audience segments for smart and personalized digital experiences across all channels.
img

Ali Bohra

Director of Product Marketing
Adobe

16:30 - 17:00 Reputation Management: How To Counter Negative Reviews That Influence Consumer Choices

Chelsie McLaughlin - Manager, Reputation Management Choice Hotels
Whether legitimate or not, negative reviews can be tremendously damaging to your brand and cost you future business. What are some approaches that you can take to both improve your standing in review sites & ensure that the voice of the customer is heard & reflected in ongoing operations? Is there a constructive way to re-engage with dissatisfied customers and ensure that their complaints do not spread like wildfire? This session will share some effective strategies.
img

Chelsie McLaughlin

Manager, Reputation Management
Choice Hotels

While hotels and airlines attempt to drive more direct bookings, they also recognize the need to work with established OTA and metasearch partners. This panel discussion will address:
• Understanding the evolution of OTAs and metasearch and the cost structures associated with both
• Establishing cost-of-acquisition thresholds
• Ensuring that you have the technology in place to effectively plug into distribution channels and share correct rates and inventory

img

Mark Molinari

Corporate Vice President of Revenue Optimization, Marketing Performance & S
Las Vegas Sands Corp.

img

Alan Josephs

Vice President, Hotel Distribution
Travelzoo

img

Parag Vohra

GM of Hotels
Sojern

img

Charlie Osmond

Chief Tease
Triptease

img

Derek Kuhl

Vice President of Advertising Sales and Service
Intent Media

How are people booking travel after conducting research on a smartphone or tablet? Research suggests that the majority still book via a desktop computer, with mobile web sites, apps and booking by phone all trailing behind. Many consumers are still not willing to make large travel purchases with mobile devices. Will smartphones and tablets eventually become trusted devices for booking? How are travel brands monitoring the behavioral patterns of their customers and preparing for a shift?
img

Debbie Johnsen

Director, Interactive Marketing
The Leading Hotels of the World

img

Leanna Carlson

Corporate Director of Electronic Marketing
Capella Hotel Group

img

Jeff Ulrich

Senior Manager, Emerging Technology
United Airlines

img

David Elliott

Senior Director, Loyalty and Mobile
Switchfly

img

Kate Rasmussen

Director, Strategic Partnerships
HotelTonight

18:00 - 19:00 Welcome Reception

Attendees are encouraged to join us for refreshments & reflection on a great first day at the Digital Travel Summit.

19:00 - 23:59 Conclusion Of Day One: Dreaming, Planning & Booking