Digital Travel US 2019

April 08 - 10, 2019

Hyatt Regency Indian Wells, CA

1.888.482.6012

DAY ONE: Dreams & Plans, MONDAY, APRIL 8, 2019

7:40 am - 8:50 am Continental Breakfast & Registration for All Attendees

8:50 am - 9:00 am Welcome Remarks and Icebreaker

Krishna Patel - Senior Conference Producer WBR
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Krishna Patel

Senior Conference Producer
WBR

9:00 am - 9:20 am KEYNOTE or PANEL: “You are Here” – Positioning Yourself with Respect to Ongoing and Future Trends

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

9:20 am - 9:40 am CASE STUDY: Riding a New Wave in 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 case study 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

9:40 am - 10:20 am KEYNOTE or PANEL: The New Borders on Data Privacy: What to Keep In Mind When It Comes to the Impact of the GDPR On Your Marketing Activities

•Working with a legal team to ensure the best efforts at compliance
•Impact of the use of cookies and promotions
•Impact on Facebook competitions  

10:20 am - 11:00 am Morning Refreshments & Networking Break in the Solutions Lounge

11:00 am - 11:20 am FIRESIDE CHAT: The Best Vista Ever – Getting to the Lookout Point that Gives You a Clear View of Your Customer

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?

11:20 am - 11:45 am TECH STOP

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?  
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Andrew Wilson

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

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Michael Osborne

CEO & President
SmarterHQ

12:20 pm - 1:20 pm Lunch for All Attendees

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  You’re Not Alone – The Ups and Downs of Getting Started in E-Commerce 
Discussion Leader Marie Aniort, 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 It’s Automatic!  How We Can Leverage Automation to Drive Efficiency of Marketing Spend
Discussion Leader

ROUNDTABLE 4 Win the booking!  Now with… BETTER SEO & WEBSITES - Best Practices Specific to Hospitality  
Discussion Leader

ROUNDTABLE 5  Making E-Blasts Fun, Creative, and Effective 
Discussion Leader

ROUNDTABLE 6 Strategies for Staying Competitive When Wholesales Sites Are Showing a Vastly Reduced Version of Your Rates on Metasearch
Discussion Leader

ROUNDTABLE 7 This Is Unreal – Spotting and Deterring Fraudulent Bookings  
Discussion Leader

Marie Aniort

E-Commerce Officer
Qatar Airways

Brian Angello

Director of Marketing - Resorts & Cabins
The Dollywood Company

2:20 pm - 3:00 pm Refreshment Break & Networking

TRACK A
Creating FOMO

3:00 pm - 3:10 pm Chairperson’s Afternoon Address

3:10 pm - 3:30 pm CASE STUDY: Making it to Your Target Traveler’s Bucket List

How do you position your brand as the sort of experience that people put on their aspirational, “once I’ve done this I will have made it,” list?
•Building impressions over time
•Approaching your content as inspirational rather than transactional
•Tactics for evoking emotion

3:30 pm - 3:40 pm TECH STOP PRESENTED BY AFFIRM

TRACK B
I’m Dreaming Of…

3:00 pm - 3:10 pm Chairperson’s Afternoon Address

3:10 pm - 3:30 pm CASE STUDY: Innovating Where the Travel Industry Is Broken

Sit right down and hear a tale of a company that is working to address a gap in the travel industry’s standard of experience, business process, and societal impact.  Get your minds racing on how to improve things from where you stand when you dig into the challenge question and discuss it with your peers.

3:30 pm - 3:40 pm TECH STOP

TRACK C 
Small Group 

3:25 pm - 3:40 pm LAYOVER

Protecting Your Company and Website from ADA Compliance Lawsuits
•Understanding the different overall requirements of ADA compliance given varying statutes
•Technical requirements including color contrast, label placement, keyboard accessibility, etc.
•Best practices for working with your developers

TRACK D 
C-Suite Getaway
(Invitation Only)
(Travel Only)

How Are You Redesigning Your Customer Experience to Reflect Evolving Digital Habits?

Justin Erbacci

Deputy Executive Director - Chief Innovation and Technology Officer
Los Angeles World Airports

3:40 pm - 4:00 pm CASE STUDY: #INSPO Building Your Social Media Following

Who doesn’t want to feel popular?  But how can you engineer that precious X growth in followers on social, and how do you gauge the quality of your audience?  This case study will peek behind the posts and pictures to look at the guts of a digital campaign to build a powerhouse social media account.

4:00 pm - 4:20 pm CASE STUDY: Brand Positioning as Picture Perfect as That Blogger’s Instagram Feed

Bloggers and influencers are making it easier for people to plan for themselves while fueling many a daydream.  Where is she in that swimsuit? What incredible vista is he looking at while eating that perfectly plated meal?  These content nuggets provide an invaluable opportunity for your brand to insert itself into the feeling of FOMO that will motivate your traveler to book their next trip so they can get the all important picture too.  This session will delve into strategies for tapping into these highly engaged audience segments, with important considerations to help you create a baseline ROI.
•How are major brands able to capture audiences with influencers
•“Pay for Performance” models for structuring influencer collaborations to ensure more concrete returns
•Resources for connecting with the right influencer for your needs, with the right audience
•Managing requests for free services – what is the real value?

3:40 pm - 4:00 pm CASE STUDY: No Two Paths Are Alike - A Customer’s Journey from Dreaming to Loyalty

Deanna Stacey - VP, Digital, Loyalty Porter Airlines
What does the complete customer journey at your company look like?  Whiteboard it out for the crowd and let us know how you have structured your customer’s experience when it comes to: 
•What message you send, at what time, across what channel
•What are you most proud of
•What would you most like to improve
•Findings from A/B testing – what have you done to refine the process

Deanna Stacey

VP, Digital, Loyalty
Porter Airlines

4:00 pm - 4:20 pm CASE STUDY: Getting Up Close and Personal – How Do We Implement Good Personalization?

•How do we personalize experiences for customers
•What does good personalization look like
•How to make personalization consistent across channels
•Finding a balance between anticipating needs and respecting the customer’s space 

3:40 pm - 4:15 pm LAYOVER (continued)

Protecting Your Company and Website from ADA Compliance Lawsuits
•Understanding the different overall requirements of ADA compliance given varying statutes
•Technical requirements including color contrast, label placement, keyboard accessibility, etc.
•Best practices for working with your developers

4:00 pm - 4:20 pm THE LOUNGE

Better Segmentation

Bring your questions on the suggested category and discuss in small group.

3:40 pm - 4:20 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

4:20 pm - 5:00 pm PANEL: Don’t Be #BASIC – Meeting Changing Customer Expectations By Offering Unique and Memorable Experiences

Niche “curated” travel companies continue to spring up, more and more providers are offering “experience” services to complement hotel bookings, and partners are growing more selective about what inventory they want to list.    This discussion will explore:

•Developing unique experiences and finding the right audience members for it
•How much is curation winning against price

4:20 pm - 5:00 pm PANEL: Getting with the Program(matic) – How the Industry Can Achieve Greater Transparency in the Buy Space

Alex Sutton III - Director, Digital Acquisition Avis Budget Group Amanda Johnson - Director, Media & Digital Marketing Herschend Family Entertainment
•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 

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Alex Sutton III

Director, Digital Acquisition
Avis Budget Group

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Amanda Johnson

Director, Media & Digital Marketing
Herschend Family Entertainment

4:20 pm - 5:00 pm THE LOUNGE (continued)

Better Segmentation

Bring your questions on the suggested category and discuss in small group.

4:20 pm - 4:40 pm ROUNDTABLE DISCUSSIONS (continued)

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

4:40 pm - 5:00 pm C-Suite Getaway Afternoon Wine Tasting

For the next hour, indulge with a variety of California wines, and enjoy a tasting presentation hosted by a sommelier.

5:00 pm - 6:30 pm Welcome Party

5:00 pm - 6:30 pm C-Suite Getaway Afternoon Wine Tasting (continued)

For the next hour, indulge with a variety of California wines, and enjoy a tasting presentation hosted by a sommelier.

6:30 pm - 6:30 pm End of Day One