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

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• 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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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

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• 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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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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• 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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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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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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