Day Two - Tuesday, April 28: The Customer Journey: Preparation, Experience & Building Customer Loyalty

07:30 - 08:00 Continental Breakfast & Registration In The Solutions Zone/Advisory Board Meeting

08:00 - 08:05 Opening Remarks

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

08:15 - 08:45 Keynote: Leveraging Big Data Analytics To Enhance Personalization And Drive Higher Conversion Rates

Jonathan Isernhagen - Director, Analytics & Insights Wyndham Hotel Group
  • How big data can be used to understand booking seasonality and characteristics of destinations worldwide
  • Using big data analytics to target consumers in a more personalized way
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Jonathan Isernhagen

Director, Analytics & Insights
Wyndham Hotel Group

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.
This session will cover how first party customer data is creating an opportunity for travel destinations to speak more directly and personally to their visitors. It will provide insight into what data is available, how you capture it and how you use it to create personalized conversations and experiences that drive bookings. The presentation will also include a review of the necessary technology components to enable your marketing program and a case study showing how others in the industry are increasing the return on their marketing dollars through more informed media driving to better experiences and increased conversions.
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Andrew Hoeberichts

Senior Vice President, Travel, Media & Entertainment Practice
Merkle

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Matt Naeger

Executive Vice President, Digital Strategy
Merkle

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John Padwick

Vice President & Client Partner, Travel
Merkle

• Remembering that not every touch point has to be transactional: Providing relevant information that builds excitement around a trip
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Edward Perry

Head of Partnerships, Americas
HRS - The Hotel Portal

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Steven Toy

Senior Vice President & General Manager
Fareportal Media Group

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Devin Sung

Vice President, Digital Personalization
Marriott International

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Leah Smith

Director of Sales
Whole Journeys, A Whole Foods Market Company

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Edward Mady

Regional Director of West Coast USA and General Manager
The Beverly Hills Hotel And Bungalows

09:50 - 10:15 Optimize Your Path To Purchase: Understanding The Opportunity Of Ancillary Products In Digital Channels

Bob Dufour - President Fusion
In the age of the customer, companies are striving more than ever to increase knowledge of and engagement with their customers to improve both loyalty and revenues. A recent Forrester Consulting study, commissioned by Fusion, found that 77% of companies with digital channels offer ancillary products in addition to their core offerings online in order to try to better meet the needs of their customers and increase the average purchase price. However, not all companies are truly optimizing their ancillary sales to ensure that they are offering the right products to the right people at the right times. In this session you’ll hear the findings from Forrester’s in-depth survey with cross-channel executives responsible for ancillary product sales and important keys to success.
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Bob Dufour

President
Fusion

10:15 - 10:55 Morning Refreshment Break


• Customers are more open to seeing ancillary products earlier in the process, even though many of these purchases are still made on-site (at airport or hotel front desk)
• Seizing the opportunity to increase ancillary sales during booking
• Effectively executing upsells and cross-sells
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Chris Amenechi

Vice President, Revenue Management
Porter Airlines

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James Zito

Executive Vice President & Chief Revenue Officer
Chelsea Hotels

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Jeff Ulrich

Senior Manager, Emerging Technology
United Airlines

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Steven Toy

Senior Vice President & General Manager
Fareportal Media Group

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Pritesh Gandhi

Director, Digital Platforms
Air Canada

11:25 - 11:45 Social Media & Customer Experience: How To Surprise And Delight Your Community

Emma Jagunich - Customer Experience Operations Manager Airbnb Keau Katsunuma - Customer Experience Manager Airbnb
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Emma Jagunich

Customer Experience Operations Manager
Airbnb

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Keau Katsunuma

Customer Experience Manager
Airbnb

11:45 - 12:10 The Future Of Digital Travel Marketing Is Contextual

Constantly connected consumers are not just researching and booking travel in new and non-linear ways, they are also leaving a trail of valuable data in their wake. The highly successful and standout travel companies in the years ahead will be those brands that learn how to capture that data and understand each customer's context in real-time. Companies that switch from a traditional broadcast approach to continuous contextual messaging based on real-time data will not only engender more brand loyalty - they'll also get customers to book more travel.

Dave Frankland, Chief Strategy Officer, StrongView

12:10 - 12:30 Capitalizing On Wearable Technology

Ian Ramcheran - Director, IT Business Partnership & Planning Marriott
Imagine a hotel stay free of room keys, credit cards or visits to the reception desk, one where you can enter your room with the flash of a wrist and even pay for meals and other services without having to reach for your wallet. That future has almost arrived.

As wearable technologies such as the Apple Watch and Google Glass enter the market, hotels will have to integrate these devices into the user experience. Join Marriott's Ian Ramcheran for an engaging presentation which will explore the potential for these technologies in transforming the guest experience.

Marriott is a globally recognized travel industry/hospitality leader and through innovation & leveraging emerging technology, the company seeks to set the standard for a connected guest experience. Prior to joining Marriott, Ramcheran worked for Walt Disney Parks and Resorts Online as a product manager overseeing guest profiles and helped launch a new RFID wearable technology: Disney MagicBand. The MagicBand is an innovative wearable technology that integrates the entire Disney vacation experience from Theme Park access to FastPass access to Disney PhotoPass to Resort Door Lock Entry to Stored Payment Method.

Ian Ramcheran, Director, Information Technology, Mobile Applications & Digital Technology, Marriott International
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Ian Ramcheran

Director, IT Business Partnership & Planning
Marriott

12:30 - 12:50 The Evolution Of Organic Search And What It Means For The Travel Industry: How Do You Succeed In A New SEO Environment?

Richard Mastriani - Director, SEO Wyndham Hotel Group
• Panda: Valuing editorial content over keyword stuffed content
• Pigeon: Local search becomes indispensable
• Penguin: Valuing high quality links and undermining link farms
• Hummingbird: The arrival of conversational search
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Richard Mastriani

Director, SEO
Wyndham Hotel Group

12:50 - 13:50 Lunch For All Attendees

1.Addressing Customers In The Midst Of Irregular Operations – Facilitated by Jeff Ulrich, Senior Manager, Emerging Technology, United Airlines
2. How Does Where You're Coming From Influence Where You're Going: The Role Of Geography And Analytics Reporting In Destination Travel - Facilitated by Norman Brauns, CEO, PACIFIC
3.Delivering For The Millennial-Generation Business Traveler: Fast And Free Wi-Fi, Grab And Go Food & Other Tailored Offerings – Facilitated by Devin Sung, Vice President, Digital Personalization, Marriott International
4.What Does The Future Connected Traveler Look Like? How Will Emerging Technologies Impact Service Delivery? – Facilitated by Jim Abramson, Vice President, Mobile/Digital Technology, Marriott International and Ian Ramcheran, Director, IT Business Partnership & Planning, Marriott International
5.Balancing In-House Capabilities With Solution Providers – What Are Your Core Competencies? – Facilitated by Steven Toy, Senior Vice President & General Manager, Fareportal Media Group
6.Beacons: Transforming The Travel Experience – Facilitated by Francisco Trejo, Senior Director, eCommerce, Hilton Worldwide
7.Optimize Your Path To Purchase: Understanding The Opportunity Of Ancillary Products In Digital Channels – Facilitated by Bob DuFour , President, Fusion
8.Using Customer Information To Deliver A Better Experience And Increase Value – Facilitated by Matt Naeger, Executive Vice President, Digital Strategy, Merkle
9.The Future of Digital Travel Marketing Is Contextual – Facilitated by Dave Frankland, Chief Strategy Officer, Strongview
10.Enhancing Website Accessibility – Facilitated by Brooke Brooks, Lead Information Architect, Southwest Airlines
11.How To Incorporate Programmatic Into Your Overall Marketing Program – Facilitated by Bill Guild, Vice President, Marketing, ChoiceStream
12. Optimizing The Booking Journey - Facilitated by Michael Wilson, Senior Director of Product Management, Webtrends
13. Data Means Nothing! Information Is Power! – Facilitated by Charlie Calabrese, Vice President of Operations, Performance Horizon
14. Maximizing Mobile Moments: Make It Easy, Make It Fun, Make It For Me - Facilitated by Alyssa Meritt, Head of Strategic Consulting, Urban Airship

Smartphones are the entertainment and helpmate of an on the go traveler. They are also 1:1 insights engines. This roundtable discussion will address how mobile is enhancing travel while providing a richer view into the interests and needs of travelers. Learn tips to start or accelerate your mobile program.
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Francisco Trejo

Senior Director, eCommerce
Hilton Worldwide

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Michael Weiss

Director, Online Retail, Global Operations
Marriott

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Jeff Ulrich

Senior Manager, Emerging Technology
United Airlines

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Steven Toy

Senior Vice President & General Manager
Fareportal Media Group

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Jim Abramson

Vice President, Mobile/Digital Technology
Marriott International

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Devin Sung

Vice President, Digital Personalization
Marriott International

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Brooke Brooks

Lead Information Architect
Southwest Airlines

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Bob Dufour

President
Fusion

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Matt Naeger

Executive Vice President, Digital Strategy
Merkle

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Ian Ramcheran

Director, IT Business Partnership & Planning
Marriott

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Dave Frankland

Chief Strategy Officer
StrongView

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Michael Wilson

Senior Director of Product Management
Webtrends

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Bill Guild

Vice President, Marketing
Choicestream

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Alyssa Meritt

Head of Strategic Consulting
Urban Airship

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Norman Brauns

CEO
Pacific

14:50 - 15:10 Avoiding The Silo Effect: Creating A Consistently Excellent Customer Experience Across Multiple Channels

Julie Hoffman - Executive Director, Digital and Consumer Experience MGM Resorts International
Whether you’re interacting with a customer via mobile device, web or phone, the sum of those interactions has to be a great experience that will keep them coming back. How do we look at the customer experience and all the supporting service systems holistically? How are you conducting user research to enhance the experience you offer?
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Julie Hoffman

Executive Director, Digital and Consumer Experience
MGM Resorts International

15:10 - 15:30 Developing Insights Around Guest Experience

Ana Brant - Director, Global Guest Experience & Innovation Dorchester Collection



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Ana Brant

Director, Global Guest Experience & Innovation
Dorchester Collection

15:30 - 16:10 Afternoon Refreshment & Networking Break In The Solutions Zone

• Distributing post-stay surveys and driving social sharing of positive reviews to increase exposure and bookings
• Using reviews to improve operations, guest satisfaction and loyalty
• Ensuring that survey responses and guest records in your database are intertwined: Building greater knowledge about guest preferences to make future marketing messages more relevant
• Handling less favorable feedback: When to intervene with a phone call from guest services or a general manager?

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Matt Laessig

Vice President & GM
BedandBreakfast.com

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Jason Antony

Director of Corporate Marketing
TRI Pointe Group

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Jonathan Isernhagen

Director, Analytics & Insights
Wyndham Hotel Group

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Edward Perry

Head of Partnerships, Americas
HRS - The Hotel Portal

16:40 - 16:50 Innovation Spotlight: What Is "Customer Data" And How To Find It, Retrieve It And Get Value From It?

Chris Walsh - Co-Founder TMMData
Discovering your "Customer Data" in the many forms, factors, and types is only the first step. Finding the location of each source can be frustrating in large organizations. Obtaining access and retrieving data from those sources tends to initially be incredibly bureaucratic, then highly technical. Finally, is the data true, normalized, approved, processed and even recent data?

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Chris Walsh

Co-Founder
TMMData

16:50 - 16:50 Innovation Spotlight: International Check-In In The Palm Of Your Hand

Jeff Ulrich - Senior Manager, Emerging Technology United Airlines Marc Barach - CMO Jumio
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Jeff Ulrich

Senior Manager, Emerging Technology
United Airlines

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Marc Barach

CMO
Jumio

16:50 - 17:20 Increasing The Effectiveness Of Your Loyalty Programs

Jim Abramson - Vice President, Mobile/Digital Technology Marriott International
Your ability to increase the effectiveness of your loyalty program will depend on how you adapt to
the new travel landscape. The customers we are serving are changing and the way we describe
customer loyalty needs to change. Loyalty programs need to look at the problem differently.
In order to increase the effectiveness of your loyalty program, you need to:
  • Understand next generation travelers
  • Ask what loyalty means to them
  • Not just think about points
  • Provide a customer experience they love
  • Realize that their loyalty will drive future business to you, not just from their repeat business, but from their network of friends/peers/colleagues when they share these great experiences
Companies that are tech savvy, act more like a friend and anticipate guests’ needs will prevail.
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Jim Abramson

Vice President, Mobile/Digital Technology
Marriott International

17:20 - 17:50 Confronting The Challenges Of Attribution Modeling In A Multi-Device Environment

Jonathan Isernhagen - Director, Analytics & Insights Wyndham Hotel Group
As John Wannamaker once said, “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.” It’s incredibly challenging today to measure the effectiveness of marketing communications. The emerging field of attribution modeling enables marketers to better define where their resources should be committed. But in a world where the number of devices and channels has proliferated, it’s not easy to discover what is most effective in driving conversions. Customers are engaging with brands via desktop, laptop, tablets and smartphones, meaning that travel brands have to develop both the right customer experience for these devices and a strategy that focuses on their most effective interactions.
• De-duplicating your records
• Creating a means for getting attribution model output to site monitoring/dashboard tools that inform your leadership
• Challenges in obtaining impression data
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Jonathan Isernhagen

Director, Analytics & Insights
Wyndham Hotel Group

17:50 - 19:00 Reception

19:00 - 23:59 Conclusion Of Day Two: Preparation, The Guest Experience & Loyalty