Digital Travel 2019

April 08 - 10, 2019

Hyatt Regency Indian Wells, CA

DAY TWO: Booking & Experience, TUESDAY, APRIL 9, 2019

7:40 am - 8:40 am Continental Breakfast & Registration for All Attendees in the Solutions Lounge

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Krishna Patel

Program Director
Digital Travel Summit

8:45 am - 9:00 am Chairperson’s Opening Remarks

9:00 am - 9:20 am FIRESIDE CHAT I’ve Discovered an Easier Way to Get People to Book Directly

Francisco Trejo - Managing Director, Digital Products, United Airlines
There has been a slow progression to understanding how the majority of travelers are comfortable in booking.  This discussion will unpack several important factors to keep in mind when working to create more ease, interest, and convenience for customers.

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Francisco Trejo

Managing Director, Digital Products
United Airlines

9:20 am - 9:40 am KEYNOTE: The Age of Assistance

Jennifer Wesley - Head of Industry - Travel, Google
Today’s consumers can get what they want, when they want. As a result, they’re more curious, demanding, and impatient than ever before.  As this shift expands across purchasing behavior, we’re seeing changes take flight in the travel industry too. Enabled by technology, travelers have greater expectations for assistance. When they need information or have a question, they’re looking for assistive experiences that are useful, personal and frictionless.  Google’s Jen Wesley will speak to what it means to win travelers across the journey in today’s “Age of Assistance”
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Jennifer Wesley

Head of Industry - Travel
Google

•Examples of getting people to book and stay using branded content
•Content is expensive, the space is crowded, how are companies coming up with new and fresh ideas for content?
•The challenges of content and getting quality content
•What kind of content are people looking for that is going to inspire and convert them in the transaction phase
•Pros and cons of leveraging UGC

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Debbie Johnsen

Digital Marketing Director
The Watergate Hotel

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Angela Mihalakopoulos

Senior Director of Marketing & UX/ UI Design
TripAdvisor

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Niklas Schlappkohl

Senior Director, Travel Solutions
Translations.com

10:20 am - 11:00 am Thank You for Booking! Please Enjoy These Drinks and Snacks As Part of Your Conference Experience This Morning

11:00 am - 11:20 am CASE STUDY: Giving Your Customer Future-feels By Bringing Tech into the Experience

Jeff Eckard - VP – Global Hospitality Technology, InterContinental Hotel Groups
Have you ever walked into a travel experience and felt overcome with a sense of wonder, thinking, “have I travelled to the future?”  With each case study we’ll look at how hospitality is taking a page from The Jetsons when it comes to the following, with specific emphasis on how was this tech chosen, developed, integrated and received.

•Digitalization of guest experience
•New ways to connect with guests when they are not on site
•Smart home tech and voice activated assistants in hotels
•Digital check in
•Door key entry with mobile phone
•Operationalizing the tech: how do you gather those requests and use that info to serve a guest?
•Where does automation and AI stop and personal service take over?
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Jeff Eckard

VP – Global Hospitality Technology
InterContinental Hotel Groups

11:20 am - 11:40 am FIRESIDE CHAT: The Evolution of Customer Expectations When It Comes to Travel Experience

Rebecca Hahn - SVP Communications, Bird

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Rebecca Hahn

SVP Communications
Bird

11:40 am - 12:00 pm KEYNOTE: What's Trending Next Year? Planning for Tomorrow's Future Likes and Bookings Today

Sanjay Bhatia - Industry Manager, Travel, Facebook

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Sanjay Bhatia

Industry Manager, Travel
Facebook

12:00 pm - 1:00 pm Seats Still Available for Lunch and Networking!

LiveRamp Lunch + Learn

12:00 pm - 1:00 pm The Ultimate Marketing Destination = Reaching Your Target Audience
Have lunch with LiveRamp to hear more about how you can better reach your target audience. Come learn how first-, second-, and third-party data should play a central role within your entire tech stack to improve your targeting, personalization, and measurement capabilities. If you have interest in attending, please email maria.youssef@wbresearch.com 
TRACK A 
International
This track will discuss how you can go beyond the borders of your company to reach consumers or work with industry partners to achieve business goals.

1:00 pm - 1:15 pm Chairperson’s Afternoon Address

Michael Taylor - Practice Lead, Travel, J.D. Power
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Michael Taylor

Practice Lead, Travel
J.D. Power


1:15 pm - 1:35 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

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Deanna Stacey

VP, Digital, Loyalty
Porter Airlines


When it comes to offering customized products and services to people through their preferred channel, it takes a lot to admit that that favorite channel might not be you. This discussion will bring together cross industry players to discuss how the travel industry can work more collaboratively to provide better service to the customer across the digital ecosystem.
•Benefits to partnerships
•Working around sensitive areas like customer privacy and proprietary systems
• Who is the key interactor with the customer and how they can be a touchpoint for other players to provide everything the traveler needs to have a smooth journey 

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Michael Taylor

Practice Lead, Travel
J.D. Power

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Justin Erbacci

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

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Steve Mayers

Airport Director, Customer Experience
Hartsfield-Jackson Atlanta International Airport

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Mikhail Krymov

Founder
Sleepbox

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Gene Sutch

Director of Revenue Strategy and Analysis
MWAA


2:15 pm - 2:45 pm CASE STUDY: Win the booking! Now with… MORE URGENCY

Krista Pappas - SVP, Lola.com
As travelers leave more and more to the last minute, companies are searching for ways to create urgency in the booking process that go beyond discounts.  
•Tips and tricks for staying top of mind with the customer 
•Benefits for customers convenience perks 
•Benefits for companies including the opportunity for increased touch points

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Krista Pappas

SVP
Lola.com


TRACK B 
Domestic
This track will focus on what you can accomplish within your company to improve your conversion rate and provide excellent experience.

1:00 pm - 1:15 pm Chairperson’s Afternoon Address


1:15 pm - 1:35 pm CASE STUDY: Speaking with One Voice: Challenges and Successes When It Comes to Getting Your People to Coordinate Across Departments

Stevie Stevenson - Director of Offer Strategy, Hilton
•How to balance interactions across departments that have a stake in the omni-channel experience including coordinating your social media calendar and media buying 
•User experience
•Product development
•Processes or initiatives to increase collaboration and innovation

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Stevie Stevenson

Director of Offer Strategy
Hilton


1:35 pm - 2:05 pm CASE STUDY INTERACTIVE Win the booking! Now with… MORE ANALYTICS

Connie Marianacci - Director of eCommerce Strategy & Performance, Digital Marketing, North & Central America, Accor Hotels
It’s the same age old question: how can you get that sweet sweet conversion?  Let’s discuss what’s new when it comes to:
·         How touchpoints with customers that support conversions have changed over the past few years
·         Leveraging technology when you don’t have huge analytics tools
·         Integrating data from different platforms to form a complete picture
·         Building and testing your approach to attribution and incrementality

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Connie Marianacci

Director of eCommerce Strategy & Performance, Digital Marketing, North & Central America
Accor Hotels


2:15 pm - 2:35 pm CASE STUDY Trust Me You Will Love It – Creating a Culture of Optimization

Asmita Singh - Vice President, Marketing and Demand Analytics, Travel Leaders Group
Whether your company is playing catch up with digital strategy or toeing the line of the newest burning innovation, change is something everyone has to deal with. It’s also pretty universal that people love what they are used to – when was the last time you switched up your coffee order? – and thus there will be some resistance from members of the team to a new direction. This session will explore strategies to bridge the change haters and the ones who can roll with the punches to bring your team to that next level together.
• Methods to incorporate and get people excited such as incentive programs


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Asmita Singh

Vice President, Marketing and Demand Analytics
Travel Leaders Group


TRACK C 
The Lounge
Bring your questions on the suggested category and discuss in small group. 

1:00 pm - 1:55 pm VIP WORKSHOP: Humans over Hype: Leveraging Traveler Intelligence and Digital to Drive Bookings

Jennifer Pintaluba - Director of Digital Marketing, Regent Seven Seas Cruises Mike Lund - Vice President, Business Development, Conversant
This interactive workshop session will discuss how cruise lines and other travel brands can optimize their marketing investments through ongoing digital conversations with travelers throughout the entire booking journey.  How do travel brands navigate in today’s more complex omnichannel world to deliver  brand experiences that will resonate with consumers who have more choices than ever?  During this session, we’ll explore how Regent Seven Seas and other travel brands are leveraging strong customer identity combined with advanced digital strategies to increase bookings and customer loyalty.  We’ll address the best practices that travel brands need to drive real marketing success through digital.
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Jennifer Pintaluba

Director of Digital Marketing
Regent Seven Seas Cruises

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Mike Lund

Vice President, Business Development
Conversant

2:15 pm - 3:10 pm VIP WORKSHOP: Get Peer Feedback on Your Incremental Lift Experiments

Chris Lehman - Senior Vice President, adMarketplace
Sometimes marketing to your consumers can feel daunting – it's hard to measure the impact of your efforts.  Was it your channel that created that incremental sales lift, or was it something else?  Here’s your chance to get some peer review and insights from a provider with views across many travel brands.  Bring your performance marketing challenges and examples of how incrementality is discussed throughout your organization and get ready to be workshopped!
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Chris Lehman

Senior Vice President
adMarketplace

2:35 pm - 2:45 pm TECH STOP: Delivering Hyper-Personalized Experiences to Boost Your Customer Relationship

Christian Selchau-Hansen - CEO / Co-Founder, Formation

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Christian Selchau-Hansen

CEO / Co-Founder
Formation

2:35 pm - 2:45 pm TECH STOP: Tying Digital Ad Spend to Booking Conversion

Mike Skladony - General Manager – Consumer Services, Semcasting

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Mike Skladony

General Manager – Consumer Services
Semcasting

2:45 pm - 3:25 pm CASE STUDY Your Journey Begins With Us – The Crucial Internal Conversations That Helped MWAA Transform How It Gauged and Improved Customer Experience

Gene Sutch - Director of Revenue Strategy and Analysis, MWAA
MWAA has been stepping up their digital game with a new mobile app including virtual navigation and augmented reality to help customers have a smooth experience.  Join them to hear about the launch and promo of the app, plans to integrate food service, data analysis of customers, and more!

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Gene Sutch

Director of Revenue Strategy and Analysis
MWAA

2:45 pm - 3:05 pm CASE STUDY: Virtual Reality – The Awareness Exists in the Mind, The Sales Exist in Reality

Robecta Ma - Vice President of Marketing, Americas, Cathay Pacific Airways
This case study will delve into how Cathay Pacific leveraged VR content to exceed the performance of its brand campaign and aggregate additional incremental bookings.
•Finding the right tech partner
•Repurposing VR content to drive views and leads
•Strategies for measuring the impact
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Robecta Ma

Vice President of Marketing, Americas
Cathay Pacific Airways

3:05 pm - 3:45 pm This Afternoon Only - Networking Before Your Roundtables. Book Now!

This session will attempt to present a non-biased approach to talking about what the service providers are offering and how to determine the best fit for your business.  Fine, let’s be honest.  Everyone is biased.  This debate will embrace that and showcase different perspectives on vendor selection. 
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Jonathan Stephen

Sr. Manager, Mobile Strategy & Digital Engagement
Norwegian Cruise Line

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Andre Miller

Director, Global Communications
Bahamas Ministry of Tourism & Aviation

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Shannon Jennewein

Digital Marketing Manager
Diamond Resorts

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Michael Goldrich

VP – Marketing, E-Commerce & Distribution
Denihan Hospitality Group

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Garrett Ruhland

Senior Director, Brands
LiveRamp

Discussion Led by the Digital Travel Summit Advisory Board

A highlight of Digital Travel Summit, roundtable discussions are your best opportunity to deep-dive into the nitty gritty and idea-share with your peers. This year we are using this session to connect and discuss the biggest challenges you’ve have in the past 12 months but, with a twist – we’ll be taking suggestions on challenges during the break and kicking off the at-table discussion with live polling through our app to discern how many of you are impacted.  Discussion may include:
 
•             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
 
At the 20 minute mark everyone will switch tables to gain exposure to different view points.  Get ready to move and learn! 
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Stevie Stevenson

Director of Offer Strategy
Hilton

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Jonathan Stephen

Sr. Manager, Mobile Strategy & Digital Engagement
Norwegian Cruise Line

4:25 pm - 4:35 pm J.D. Power Inaugural U.S. Travel App Satisfaction Study Award Winners Announcement

Michael Taylor - Practice Lead, Travel, J.D. Power
The Inaugural J.D. Power U.S. Travel App Satisfaction Study measures user satisfaction with travel apps across four segments of the travel industry: Airline, Hotel, Rental Car and Online Travel Agency.  We are pleased to present awards to those brands ranked highest in mobile app experience.  Come celebrate with them at our Day Two Cocktail Party!
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Michael Taylor

Practice Lead, Travel
J.D. Power

5:15 pm - 6:15 pm Palm Trees and Patio Time Cocktail Party & J.D. Power Inaugural U.S. Travel App Satisfaction Study Awards Reception