Digital Travel US 2018

April 30-May 02, 2018

Green Valley Ranch, Las Vegas, NV

1.888.482.6012

Day Two, May 1, 2018 – Machine Learning And AI To Drive Personalization

7:30 AM - 8:20 AM Continental Breakfast & Registration In The Social Zone

7:30 AM - 8:20 AM VIP Think Tank Breakfast – Invite Only

8:20 AM - 8:25 AM Welcome Remarks

Charleen Ring, Program Director, Digital Travel

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Charleen Ring

Program Director
Digital Travel

8:25 AM - 8:30 AM Top Challenges Ice Breaker

8:30 AM - 8:45 AM Chairperson’s Opening Address

Mario Ciabarra, Founder & Chief Executive Officer, Quantum Metric

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Mario Ciabarra

Founder & Chief Executive Officer
Quantum Metric

8:45 AM - 9:10 AM Marketing In The Age Of Assistance

Jenny Thomassian, Head of Industry, Travel, Google
Travelers have always turned to Google with intent, expecting assistance. Now people expect that assistance everywhere. Using machine learning, brands can make sense of consumer intent, identity, and context to reach their most valuable customers. At Digital Travel, Jenny Thomassian talks us through this important technology.

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Jenny Thomassian

Head of Industry, Travel
Google

9:10 AM - 9:30 AM The Science Of Mind Reading: Delighting Consumers Along The Traveler Journey

Tammy Snow, Director, User Experience Research, Expedia, Inc.
As technology advances and consumer preferences become more and more personalized, how can you surprise and delight your consumers? With a strong test-and-learn philosophy, Expedia’s Innovation Lab was created to reach our global audience (shoppers and partners) to help us understand what users do, how they do it and why. Join us as we explore consumer habits and how to use technology to surprise and delight consumers.

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Tammy Snow

Director, User Experience Research
Expedia, Inc.

9:30 AM - 9:50 AM Don’t Believe The hAIpe: User-Centric Marketing In The Artificial Intelligence Era

Tedd Evers, Founder & CEO, Triptuner
Artificial Intelligence (AI) is unquestionably a hot topic today, permeating headlines, press releases, pitch decks and panels everywhere. Yet as with any surging technology trend, its limits, trade-offs and costs can get lost in the buzz. This session takes a contrarian look at AI from the user perspective, drawing upon examples and lessons learned over 7 years at the personalization-focused travel startup TripTuner® to examine its impact on the traveler experience.

You’ll gain a clearer – and perhaps different - perspective on how AI may affect your marketing approach, along with practical tips and techniques for applying its principles regardless of budget or technical proficiency.

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Tedd Evers

Founder & CEO
Triptuner
You’ve just heard three captivating stories from three of the most interesting brands in travel. We know you have questions. We’re inviting our morning keynotes back up on stage to get a bit more in-depth, and of course, answer your most pressing questions

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Jenny Thomassian

Head of Industry, Travel
Google
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Tammy Snow

Director, User Experience Research
Expedia, Inc.
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Tedd Evers

Founder & CEO
Triptuner

10:10 AM - 10:50 AM “Parisian Café” Morning Refreshment & Networking Break In The Social Zone

10:50 AM - 11:00 AM Innovation Spotlight: How AI-Powered Messaging Can Help You Build Relevance and Engage More Travelers

Sameer Patel, Chief Executive Officer, Kahuna

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Sameer Patel

Chief Executive Officer
Kahuna

11:00 AM - 11:20 AM Panel: When Winning A Booking Isn’t Efficient: Advertising in the Age Of Incrementality

Chris Lehman, Senior Vice President, Sales, AdMarketPlace Alex Sutton III, Director, Digital Acquisition, Avis Budget Group
Join us to discuss the holy grail of marketing: how to capture and measure incremental sales from digital advertising. When is an efficient ad program throwing dollars at sales you would have gotten anyway? What’s the real cost to acquire a new booking for your brand – and what’s the cost if you don’t? Does the value you assign to that booking change when you know it’s genuinely incremental?

Panelists will address:

  • A groundbreaking advertising initiative that finally allows you to see the true efficiency of your brand’s digital advertising spend.
  • Opportunities for tapping consumer demand to drive incremental bookings
  • We’ll also discuss how to analyze the relative strength of your brand versus your competitors’, and how your brand can benefit from the behavioral psychology behind brand substitution.

Chris Lehman

Senior Vice President, Sales
AdMarketPlace

Alex Sutton III

Director, Digital Acquisition
Avis Budget Group
Millennials, seniors, families. The industry has spent so much time and energy obsessing over the latest generational marketing trends. Our keynote discusses how data can be used to truly understand your customer, drive better customer engagement, and help acquire new customers.

  • Using data for improved cross-device tracking, personalization
  • Personalization strategies to retarget and win the re-booking
  • Keeping in touch with the customer, post-stay
  • Flipping the script and building an agenda around your audience

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Sue Lucas

Senior Vice President, Digital Innovation and eCommerce
Wyndham Vacation Ownership
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Jereme Carlisle

Senior Manager, Digital Marketing Strategy
Apple Leisure Group

Driss Belmadani

Cobrands Cards and Loyalty Partnerships
JetBlue Airways
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Parag Vohra

Vice President, Travel Sales – US & Canada
Sojern
Carnival is dedicated to making the customer experience more human, and thus more relatable, to consumers. Recently, Carnival has partnered with Persado to bolster engagement by getting people to be emotionally invested in their travel plans. Upon implementation, Carnival immediately saw results skyrocket. With the help of Persado's AI-powered technology, Carnival is able to gain a deeper understanding of the people they serve, resulting in experiences that are more relevant, personal, emotional, and ultimately rewarding--for customer and company alike.

Luis Terife

Vice President, Marketing
Carnival Cruise Lines
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Ryan Deutsch

Senior Vice President, Global Customer Success
Persado
These interactive sessions are your opportunity to learn about the most innovative digital and omni-channel solutions on the market in a relaxed setting. Each table will have a specific theme—please choose two tables, allowing for one rotation in between topics. A highlight of Digital Travel Summit, roundtable discussions are your best opportunity to idea-share with your peers; have a pint and enjoy networking!

1. How Paid & Organic Can Work Together to Drive Performance
Hussein Ebied, Senior Director, Search, Meet Pacific

2. Leading Your Company On A Journey To The Land Of Machine Learning
Amanda Johnson, Director, Customer Relationship Marketing, Herschend Family Entertainment

3. Integrating the OTA Model to Attract Business Travelers
Edward Perry, Head of Partnerships, Americas, HRS

4. Optimizing Mobile
Nikhil Gupta, Director of Hotels and Car Rentals, Skyscanner

5. Topic TBD
Catherine Schenquerman, Director, Brand Marketing, Virgin Voyages, Virgin Vacations

6. Is The Anti-OTA Mindset Paying Out For Brands?

7. Solving Personalization For Airlines

8. How Technology Can Serve You To Be More Like Retailers

9. Utilizing Video For Branding

10. Pushing Forward With Mobile For Optimized Customer Experience

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Hussein Ebied

Senior Director, Search
Meet Pacific
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Amanda Johnson

Director, Customer Relationship Marketing
Herschend Family Entertainment

Edward Perry

Head of Partnerships, Americas
HRS
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Nikhil Gupta

Director, Hotels and Car Rentals
Skyscanner

1:10 PM - 2:10 PM Lunch

Track A: The Digital DMO
This track is designed for, but not limited to, marketers, eCommerce and CX  professionals from  destination marketing organizations (DMOs), convention centers, visitors bureaus, and theme parks and attractions. 

Track A: The Digital DMO

2:10 PM - 2:20 PM Chairperson’s Afternoon Address

To learn how you can chair Day 2, Track A, contact Christine Johnson at christine.johnson@wbresearch.com or 646-200-7458.

Now more than ever, Destination Marketing Organization (DMOs) are revamping their strategies and embracing new technology to deliver a seamless and trackable visitor experience. All the while, these organizations are turning their attention towards tourism and the “bleisure” – or business/leisure – traveler to their cities.

  • Connecting with the “bleisure” and convention center traveler, and exploring strategies and opportunities to extend their stay
  • Creating touchpoints throughout the entire city visit and using data to connect the dots of the traveler journey
  • Recommended tools and platforms for generating meaningful data and providing a seamless visitor experience

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Andrew Wilson

Executive Vice President & Chief Marketing Officer
Atlanta Convention and Visitors Bureau
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Debra Smith

Vice President, Digital Marketing & Visitor Services
Nashville Conventions and Visitors Corporation
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Keith LaFerriere

Chief Creative Officer
Verndale
Get a behind the scenes look at the marketers behind the curtain. In this interactive Q&A, folks at Disney will share exactly what goes behind creating an exceptional customer experience for the Disney-goer.

  • Reaching the right customer at the right time
  • Tools for onsite digital engagement
  • Upholding the reputation of the brand

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Angela Blanchard

Director, Travel Operations – Infrastructure & Support
The Walt Disney Company
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Jeffrey Harmon

Senior Manager, Disney Travel Operations, Project Development and Integration
The Walt Disney Company
Track B: OTA & Meta-Search Madness
This track is designed for, but not limited to, marketers, eCommerce and CX professionals from OTAs and meta-search sites.

Track B: OTA & Meta-Search Madness

2:10 PM - 2:20 PM Chairperson’s Afternoon Address

To learn how you can chair Day 2, Track B, contact Christine Johnson at christine.johnson@wbresearch.com or 646-200-7458.

Track B: OTA & Meta-Search Madness

2:20 PM - 2:40 PM Case Study Revive: Integration of NDC – How To Use Personalization To Create A Competitive Edge

Billy Sanez, Co-Founder, GoFlyMore.com
With 20 years of digital experience under his built, Billy is and always will be driven by data. In this case study talk, he’ll get into the details of new distribution capability (NDC) and how that ties into personalization.

  • Using data and analytics to improve your personalization strategy
  • Aggregating data
  • Stepping up your personalization game

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Billy Sanez

Co-Founder
GoFlyMore.com

Track B: OTA & Meta-Search Madness

2:40 PM - 3:00 PM Case Study: Key Pillars For Mobile Optimization – Embedding Mobile In Your DNA

Nikhil Gupta, Director, Hotels and Car Rentals, Skyscanner
Skyscanner has a mobile-first mindset – and with 50 million app downloads globally, they’re clearly doing something right. Nik Gupta shares why Skyscanner’s unique mobile model works:

  • Starting the design process on a mobile device
  • Fine-tuning to and adjusting to desktop
  • Optimizing mobile

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Nikhil Gupta

Director, Hotels and Car Rentals
Skyscanner
Creative Board Rooms
Sign up for small-group, intimate boardrooms. No Power Point; no plans. Just candid conversations about the top of mind topics.

Creative Board Rooms

1:40 PM - 2:10 PM Going “Glocal” – Strategies For Global Localization Meet-Up!

Creative Board Rooms

2:20 PM - 3:10 PM Women In Travel Meet-Up!

Deyola Adekunle, Director, Strategic Partnerships, HotelTonight
This rare networking opportunity is worth marking your calendars for. Deyola Adekunle , Director, Strategic Partnerships at HotelTonight will host this fun and informal boardroom-style session. Meet your peers across all travel verticals, share ideals offline and make meaningful new connections with women leaders in travel.

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Deyola Adekunle

Director, Strategic Partnerships
HotelTonight

Track A: The Digital DMO

3:00 PM - 3:20 PM Case Study: Our Journey To Machine Learning

Amanda Johnson, Director, Customer Relationship Marketing, Herschend Family Entertainment
Amanda Johnson recently spearheaded a partnership with IBM Watson to integrate machine learning and AI into Herschend Family Entertainment’s marketing campaign. Hear first-hand how the organization behind Dollywood, Silver Dollar City, and The Harlem Globetrotters, began integrating AI into their brand.

  • Creating effective email and social campaigns using the right technology
  • Insights into hurdles and challenges with rolling out technology
  • The results

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Amanda Johnson

Director, Customer Relationship Marketing
Herschend Family Entertainment

Track A: The Digital DMO

3:20 PM - 3:40 PM Case Study: Innovation in the Digital Journey

Cheryl Booker, Senior Manager, Digital & eCommerce, LegoLand
With increasingly tech-savvy consumers who spend their days attached to their smart phones, the expectation is that brands, particularly destination brands, are engaging with them every step of the way. Explore how LEGOLAND is helping to shape the guest visit from point of purchase and beyond.

Cheryl Booker

Senior Manager, Digital & eCommerce
LegoLand
Now more than ever, hotels are focused on winning the direct booking, but that doesn’t necessarily mean that OTAs and other third party sites are the enemy. Our panelists share real-world experience of successful and mutually beneficial partnerships between hoteliers and disrupters.

  • What does a win-win partnership look like
  • Leveraging sites like Expedia and TripAdvisor to drive direct bookings
  • Utilizing the technology powered by third parties to improve the search and booking customer experience

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Mark Molinari

Corporate Vice President, Revenue Management & eCommerce
Las Vegas Sands

Gil Harel

Senior Vice President, Business Development
Trip.com
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Deyola Adekunle

Director, Strategic Partnerships
HotelTonight
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Edward Perry

Head of Partnerships, Americas
HRS

3:40 PM - 4:20 PM “Venetian Hour” Afternoon Networking & Refreshment Break

4:20 PM - 4:30 PM Innovation Spotlight

Personalization was the hot topic at last year’s DTS, and the trend is not going away anytime soon. As advances are made with machine learning and artificial intelligence, brands are taking their personalization strategies to the next level, improving on technology, data, information and everything involved in understanding the customer journey and best ways to engage.

Our panels are designed to be conversations with the audience, so you drive the discussion. In the meantime, our panelists will kick off with points around:

  • Reviewing the changing email landscape to better personalize your marketing materials
  • Implementing cross-device solutions to drive personalized messaging
  • Looking ahead: Is email out? What are the future touchpoints for personalized outreach?

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Beth Jacobs

Senior Director, Head of Personalization and Content
Choice Hotels
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Dan Towvim

Senior Director, eCommerce
Sonesta Hotels
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Tammy Lucas

Vice President, Marketing
Best Western
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Gilad Berenstein

Founder & Chief Executive Officer
Utrip

5:00 PM - 5:20 PM Fireside Chat: Leveraging Original Content

Chaney Kwak, Editor/Writer, Conde Nast/Traveler
What an odd world we're living in: Airbnb publishes the best travel magazine out there, while Casper Mattress launches a publication about relaxation. These startups both understood the power of compelling stories to retain customers, expand their communities, and raise prestige. In this fireside chat , content creator Chaney Kwak and American Airlines content manager, Pedro Noda will discuss how digital travel brands can—and need—to produce original content by working with, but not relying on, photographers, writers and influencers.

  • Balancing the exclusive and the sharable
  • Making the aspirational tangible
  • Avoiding off-brand pitfalls

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Chaney Kwak

Editor/Writer
Conde Nast/Traveler

4:30 PM - 5:20 PM Workshop: Two-ber Negotiations Case

Rahul Khanna, Global Marketing Negotiations, Finance, Uber

Rahul Khanna

Global Marketing Negotiations, Finance
Uber

5:20 PM - 5:40 PM Case Study: Thriving In The Post-Digital Age

Eric Yale, Senior Consultant, Marketing & Strategy Practice, Forrester
  • Understanding that it’s no longer about being the “best” digital marketer
  • Hearing the three imperatives for embracing the post-digital mindset
  • Addressing your customers’ digital and physical needs all at once

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Eric Yale

Senior Consultant, Marketing & Strategy Practice
Forrester

5:20 PM - 5:40 PM Workshops Continued

5:40 PM - 5:40 PM End of Day Two