April 08 - 10, 2019
Hyatt Regency Indian Wells, CA
DAY ONE: Dreams & Plans, MONDAY, APRIL 8, 2019
7:30 am - 8:35 am Continental Breakfast & Registration for All Attendees
8:35 am - 8:45 am Welcome Remarks and IcebreakerKrishna Patel - Program Director, Digital Travel Summit
9:00 am - 9:20 am KEYNOTE “You are Here” – Positioning Yourself with Respect to Ongoing and Future TrendsEliot Hamlisch - Senior Vice President, Worldwide Loyalty & Partnerships, Wyndham Hotels & Resorts
Staying on top of current events and changing consumer expectations is a balancing act akin to find your location on a map that is always moving. We’ll start the mental journey into the strategic discussions of the next three days by thinking about:
•Things change every three months, what are recent developments of note and what can we expect next?
•When GDP drops, travel drops, what companies are doing to combat uncertainty caused by trade problems
•Any new or pending mergers and acquisitions and their impact
•Pending disruption from players including Google and Amazon
Eliot HamlischSenior Vice President, Worldwide Loyalty & Partnerships
Wyndham Hotels & Resorts
9:20 am - 9:40 am FIRESIDE CHAT From “S.O.S” to “Bienvenidos” - If You Don’t Like What People Are Saying, Change the ConversationNancy Trejos - Travel and Hotels Reporter USA TODAY Leah Chandler CDME - Chief Marketing Officer, Discover Puerto Rico
Upset travelers, massive delays, accidents, natural disasters – the travel industry deals with more than its fair share of negative press. This session will delve into how Discover Puerto Rico has been taking the viral impressions generated in the wake of disastrous Hurricane Maria and turning them into a vehicle to share a new message aimed at rebuilding the island’s reputation and tourism economy.
Nancy TrejosTravel and Hotels Reporter
Leah Chandler CDMEChief Marketing Officer
Discover Puerto Rico
9:40 am - 10:20 am PANEL (Tonight Show Style) Riding a New Wave in CruisesChris Stacey - Vice President, Commercial UpLift Andrea Shey - Director of Loyalty Marketing, Celebrity Cruises Jonathan Stephen - Sr. Manager, Mobile Strategy & Digital Engagement, Norwegian Cruise Line Victor Hernandez - Director, Digital Marketing and CRM, Windstar Cruises
As we researched our program agenda it became clear: the cruise companies are the cool kids, and you want to hear from them! Let’s set sail and explore though this discussion with a hop off, hop on again when it comes to the stuff of seafaring dreams including:
· Wearables at sea
· Leveraging relationships with travel agents
· Forging strong relationships with customers across audiences
Andrea SheyDirector of Loyalty Marketing
Jonathan StephenSr. Manager, Mobile Strategy & Digital Engagement
Norwegian Cruise Line
Victor HernandezDirector, Digital Marketing and CRM
10:20 am - 10:40 am CASE STUDY Experiences That Travel Well: How To Create Unique Experiences For Today's Digital GlobetrottersJean-Marc Bellaiche - Chief Strategy and Partnership Officer, ContentSquare Yassine Hachem - Vice President New Businesses & Acquisitions Synergies, AccorHotels
UX-perts from global leader in hospitality Accor will join forces with ContentSquare's data gurus to reveal the ins and outs of a great digital journey. Learn how to deliver experiences so seamless your audience will come directly to you for bookings. Hear advice on how to boost conversions on ancillary sales. Get tips on expanding your membership base, and keeping visitors engaged all the way to conversion.
Jean-Marc BellaicheChief Strategy and Partnership Officer
Yassine HachemVice President New Businesses & Acquisitions Synergies
10:40 am - 11:20 am #Cronuts #Caffeine #Conversation #NewInsights #Networking Break in the Solutions Lounge #Want
11:20 am - 11:40 am FIRESIDE CHAT The Best Vista Ever – Getting to the Lookout Point that Gives You a Clear View of Your CustomerSimon Lejeune - Head of User Acquisition, Hopper Alex Otrezov - Head of Search & Experimentation, Uber
This fireside chat will feature a peer to peer interview on how each company is leveraging customer data to get a fuller view of his/her needs as they prepare for or are actively traveling.
•Considering how your offering may tie into the larger set of travel services needed
•How can we get all the data, get all the nuances, read into that and make conclusions?
•Is AI real or a buzzword?
Simon LejeuneHead of User Acquisition
Alex OtrezovHead of Search & Experimentation
11:40 am - 12:00 pm CASE STUDY Welcoming the Digitally-Savvy Chinese TravelerHumphrey Ho - Managing Partner, Hylink Travel
In 2017, we saw over 129 million Chinese travel abroad. As an increasing number of Chinese set their sights on international destinations, how should your brand prepare for, and engage with, this burgeoning and technologically-advanced traveler? To be successful in the China market, it is imperative to understand the unique consumption patterns and evolving needs of this complex consumer. Humphrey Ho will offer an update on the Chinese traveler profile, share insights on their preferred activities and experiences, and how your brand can target them at all stages of their travel experience.
Humphrey HoManaging Partner
12:00 pm - 12:40 pm PANEL (Tonight Show Style): Win the booking! Now with… BETTER SEGMENTATIONChris Stacey - Vice President, Commercial UpLift Joyce Bliss - Global Marketing Director, Enterprise Holdings (National Car Rental and Enterprise Rent-A-Car) Andrew Wilson - Executive Vice President & Chief Marketing Officer, Atlanta Convention and Visitors Bureau Michael Osborne - CEO & President, SmarterHQ
The struggle bus with the most seats in the travel industry these days seems to be the one for folks working to creating a customer data layer that they can really market from. We’re talking the one that makes better personas, faster, so you can be smarter and more triggered in deploying personalized campaigns. This is a global aspiration that is great in theory, “damn difficult” (in the exact words of your peers) to do in reality. How can we begin to wrap our brains and arms around customer segmentation?
•You’re as old as you feel! It’s about more than millennials. If you really want to target you have to look at sub-segments and understand: its not age specific its behavior and interest specific.
•How do you identify these people and leverage their info in your marketing tactics?
Joyce BlissGlobal Marketing Director
Enterprise Holdings (National Car Rental and Enterprise Rent-A-Car)
Andrew WilsonExecutive Vice President & Chief Marketing Officer
Atlanta Convention and Visitors Bureau
Michael OsborneCEO & President
12:50 pm - 1:50 pm #Networking #Lunch #Delicious
Stackla Lunch + Learn12:50 pm - 1:50 pm Fueling Booking Decisions with Real Traveler Content
Social media and smartphones have given rise to the era of visual content — changing the traveler's journey from inspiration to booking.
Our recent survey revealed that 86% of people say they have become interested in traveling to a certain destination after seeing social images from friends, family or peers. By leveraging this content you can stop wasting time and money producing picture-perfect visuals or buying inauthentic stock photos for all your marketing activities – instead you could be tapping into the wealth of real photos and videos travelers create and share online everyday.
-Learn how you can leverage user-generated content (UGC) to create integrated customer experiences throughout the booking journey
-Hear how real travel brands are seeing up to a 65% reduction in content costs and 33% boost in bookings
-Review the latest trends on the types of content consumers find most influential when planning travel
If you have interest in attending, please email firstname.lastname@example.org
1:50 pm - 2:50 pm ROUNDTABLESMarie Wickham - Marketing Officer, Qatar Airways Brian Angello - Director of Marketing - Resorts & Cabins, The Dollywood Company Austin Bliss - President, FreshAddress Tedd Evers - Founder & CEO, Triptuner Ata Gokyildirim - General Manager of Asia-Pacific, Forter Scott Gorny - Vice President – Executive Client Partner, Publicis Sapient
ROUNDTABLES: A highlight of Digital Travel, roundtable discussions are your best opportunity to deep-dive into discussions and idea-share with your peers. You pick 2 themes during this session.
ROUNDTABLE 1 Turning Conference Takeaways into Tangible To-Do's: Every Little Bit Helps
Discussion Leader: Marie Wickham, E-Commerce Officer, Qatar Airways
ROUNDTABLE 2 What Was Your Best Promo This Year, and Why?
Discussion Leader: Brian Angello, Director of Marketing - Resorts & Cabins, The Dollywood Company
ROUNDTABLE 3 This Is Unreal – Spotting and Deterring Fraudulent Bookings
Discussion Leader: Ata Gokyildirim - General Manager of Asia-Pacific, Forter
ROUNDTABLE 4 Dominate Inboxes and Hearts with Proven E-Mail Marketing Optimization Tactics
Discussion Leader: Austin Bliss, President, FreshAddress
ROUNDTABLE 5 FOMO, No Mo’ - Marketing to your traveler’s bucket list with authenticity, inspiration and impact
Discussion Leader: Tedd Evers, CEO, TripTuner
ROUNDTABLE 6 You Have My Data, Why Don't You Know Me? Modernizing Existing Customer Assets to Drive The Perfect Next-Gen Guest Experience
Discussion Leader: Scott Gorny, Vice President – Executive Client Partner, Publicis Sapient
Marie WickhamMarketing Officer
Brian AngelloDirector of Marketing - Resorts & Cabins
The Dollywood Company
Tedd EversFounder & CEO
Ata GokyildirimGeneral Manager of Asia-Pacific
Scott GornyVice President – Executive Client Partner
2:50 pm - 3:30 pm #MoreCoffee #MoreNetworking #CantBelieveAllThatIAmLearning #WishYouWereHere
Track A: Creating FOMO3:30 pm - 3:40 pm Chairperson’s Afternoon Address Lucas Luxton - Director of Tourism Partnerships, CrowdRiff
Track A: Creating FOMO3:40 pm - 4:00 pm CASE STUDY We Wanted to Be #1 on TripAdvisor… and Now We Are Christine Loose - Vice President – Lodging & Wellness, Kohler Co.
When it comes to strategic placement of your brand in the minds of would-be customers, social sharing and reviews are more important than ever. Christine will share how she and her team set their sights on the top TripAdvisor listing in their market, and the steps they took to get there.
· Applying Six Sigma strategies to create a strategy
· Reframing “removing friction” in terms of minimizing guest discomfort
· Training your staff to drive reviews without pitching guests
Christine LooseVice President – Lodging & Wellness
Track A: Creating FOMO4:00 pm - 4:20 pm Eyes Full of Language: Global Content Marketing Done Well, at Scale Jamey Bainer - Director of Strategy & Planning, PACIFIC
Many travel brands struggle to do content marketing right in their own country, but how do you tackle it across multiple regions, where one botched translation or unintended cultural offense can cost you not just a customer, but an entire country? We’ll walk through case studies from Expedia, eBookers and Flights.com to show you how to develop a localized content strategy to build you brand and your business results at scale.
Discussion topics include:
- Building region- and country-specific strategies
- Leveraging local partners
- Identifying and acting on behavioral differences across regions
- Working with culturally relevant influencers
- Translation and localization done well
- Driving scalability through global applications and local executions
- Measuring true business impacts of content marketing (that’s right folks, we’re talking ROI!)
Jamey BainerDirector of Strategy & Planning
Track B: I'm Dreaming Of...3:40 pm - 4:00 pm CASE STUDY Leaning into the Detours on the Way to Personalization: We’re Working On Doing Some of It, It’s Not Perfect, Here Are Our Learnings to Date Jason Dahlin - Senior Director, Digital Commerce, Choice Hotels International
ChoiceHotels.com has been bringing their A Game to drive continuous optimization, intuitive usability, and record breaking revenue growth. Like a perfectly photographed social media post, there’s more to this great story than meets the eye, and a whole bunch of bloopers that don’t make it into the frame. Jason is going to share how new initiatives to improve personalization have been going for his team, what they have learned, and how they plan to recalibrate their approach to get closer to their vision for serving their customers.
Jason DahlinSenior Director, Digital Commerce
Choice Hotels International
Track B: I'm Dreaming Of...4:00 pm - 4:20 pm TECH STOP CASE STUDY This Is Unreal – Spotting and Deterring the Nightmares of Fraudulent Bookings Dean Locke - Head of Business Development, Riskified Fernando Montoro - Director, International Strategy, FlightNetwork.com
Track C: Lookout Point (Invitation Only) (Travel Only)1:30 pm - 2:00 pm How Are You Redesigning Your Customer Experience to Reflect Evolving Digital Habits? Mario Ciabarra - Founder & CEO Quantum Metric Jessie Lewis - eCommerce, Technical Product Owner, Alaska Airlines
“How can we keep up with changing customer expectations and habits” is THE driving question for many travel executives as they seek to stay relevant and drive bookings. This exclusive session will provide insights from Alaska Air with respect to ongoing efforts to keep pace in the digital ecosystem followed by the opportunity for in-depth, face to face discussion of your reactions to this challenge in a closed room setting.
Jessie LewiseCommerce, Technical Product Owner
Mario CiabarraFounder & CEO
4:20 pm - 5:00 pm PANEL Following the Changing Path of How People Want to Connect with Travel Inspiration and Creating an Experience That Meets Those NeedsLucas Luxton - Director of Tourism Partnerships CrowdRiff Nicole Brown - Senior Director, Brand Partnerships, TripAdvisor Kristen Vasan - Director, Strategic Platform Partnerships, Foursquare Mark Murray - Head of Travel, Yieldify
Brand, platform, and online communities are providing exciting opportunities for people to connect and find travel inspiration. This panel will share different ways they have been working to meet the would-be travelers needs to feel this sense of connection and promise when dreaming of or planning a trip.
Nicole BrownSenior Director, Brand Partnerships
Kristen VasanDirector, Strategic Platform Partnerships
Mark MurrayHead of Travel
4:20 pm - 5:00 pm PANEL: Getting with the Program(matic) – How the Industry Can Achieve Greater Transparency in the Buy SpaceKenneth Purcell - Founder & CEO, iSeatz Alex Sutton III - Director, Digital Acquisition, Avis Budget Group Amanda Johnson - Director, Media & Digital Marketing, Herschend Family Entertainment Chris Amenechi - Vice President, Revenue Management, Copa Airlines
•Top questions for advertisers to ask when talking to a vendor in the space
•How do you calculate the return?
•Gauging the quality of the ad space
•Strategies for spotting and managing fraud
•How to informing your programmatic choices using your first party data
•Wins and fails in look alike audience targeting
Alex Sutton IIIDirector, Digital Acquisition
Avis Budget Group
Amanda JohnsonDirector, Media & Digital Marketing
Herschend Family Entertainment
Chris AmenechiVice President, Revenue Management
4:00 pm - 4:30 pm ROUNDTABLE DISCUSSIONS
Topic 1: Dealing With Cultural Change
Topic 2: Growth & Repositioning The Brand Promise
Topic 3: AI and Other Shiny New Things – Buzzword or Solid Strategy?
Topic 4: The Next Big Innovation In Travel
4:30 pm - 5:10 pm Lookout Point Afternoon Margarita Making Class
5:00 pm - 6:30 pm Taste of California Welcome Party
After five amazing years in Las Vegas, we're thrilled to explore a new corner of the world with you. Share your thoughts on the first day of content with your fellow attendees and journey together to the regionally themed stations where you can sample a curated selection of local wines and beers from different areas of the Golden State #happyhour