Digital Travel US 2020

May 18 - 20, 2020

Palm Springs, 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

9:00 am - 9:05 am Welcome Remarks

Krishna Patel, Program Director at Digital Travel Summit

Krishna Patel

Program Director
Digital Travel Summit

9:05 am - 9:20 am Chairperson’s Opening Remarks

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

Michael Taylor

Practice Lead, Travel
J.D. Power

9:20 am - 9:40 am FIRESIDE CHAT I’ve Discovered an Easier Way to Get People to Book Directly

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.

Francisco Trejo, Managing Director, Digital Products at United Airlines

Francisco Trejo

Managing Director, Digital Products
United Airlines

Justin Bachman, Associate Editor at Bloomberg

Justin Bachman

Associate Editor
Bloomberg

9:40 am - 10:00 am KEYNOTE: The Age of Assistance

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”
Jennifer Wesley, Director, Travel at Google

Jennifer Wesley

Director, 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

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

Michael Taylor

Practice Lead, Travel
J.D. Power

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

Michael Goldrich

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

Niklas Schlappkohl, Senior Director, Travel Solutions at Translations.com

Niklas Schlappkohl

Senior Director, Travel Solutions
Translations.com

Debbie Johnsen, Digital Marketing Director at The Watergate Hotel

Debbie Johnsen

Digital Marketing Director
The Watergate Hotel

Doug Ralston, CEO at OmniExperience

Doug Ralston

CEO
OmniExperience

10:40 am - 11:20 am Thank You for Booking! Please Enjoy These Drinks and Snacks As Part of Your Conference Experience This Morning

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 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?
Simon Lejeune, Head of User Acquisition at Hopper

Simon Lejeune

Head of User Acquisition
Hopper

Alex Otrezov, Head of Search & Experimentation at Uber

Alex Otrezov

Head of Search & Experimentation
Uber

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 at Facebook

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 at J.D. Power

Michael Taylor

Practice Lead, Travel
J.D. Power


1:15 pm - 1:35 pm CASE STUDY Trouble Shooting Niche Targeting

How do you find your needle in a haystack customer? Porter Airlines, Canada’s Flying Refined airline shares their journey of solutions exploration.  Learn what worked and what didn’t and how creative thinking and testing agility can drive results.

Maclin Williams

Director of Marketing
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 

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

Michael Taylor

Practice Lead, Travel
J.D. Power

Becca Doten, Managing Director, Media Relations at Los Angeles World Airports

Becca Doten

Managing Director, Media Relations
Los Angeles World Airports

Steve Mayers, Airport Director, Customer Experience at Hartsfield-Jackson Atlanta International Airport

Steve Mayers

Airport Director, Customer Experience
Hartsfield-Jackson Atlanta International Airport

Mikhail Krymov, Founder at Sleepbox

Mikhail Krymov

Founder
Sleepbox

Gene Sutch, Director of Revenue Strategy and Analysis at MWAA

Gene Sutch

Director of Revenue Strategy and Analysis
MWAA


2:15 pm - 2:35 pm FIRESIDE CHAT: Win the booking! Now with… MORE URGENCY

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

Krista Pappas, SVP at Lola.com

Krista Pappas

SVP
Lola.com

Brian Sumers, Senior Aviation Business Editor at Skift

Brian Sumers

Senior Aviation Business Editor
Skift


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

Efrat Ravid, CMO at Quantum Metric

Efrat Ravid

CMO
Quantum Metric


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

  • How to balance interactions across departments that have a stake in the omni-channel experience including including leading and coordinating high-stakes cross functional projects
  • Create processes or initiatives to increase collaboration and innovation
  • Bring your biggest headache and get feedback and guidance from your peers!

Stevie Stevenson, Director of Offer Strategy at Hilton

Stevie Stevenson

Director of Offer Strategy
Hilton


1:35 pm - 2:15 pm CASE STUDY INTERACTIVE Win the booking! Now with… MORE ANALYTICS

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

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

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

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


Asmita Singh, Vice President, Marketing and Demand Analytics at Travel Leaders Group

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

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.
Jennifer Pintaluba, Director of Digital Marketing at Regent Seven Seas Cruises

Jennifer Pintaluba

Director of Digital Marketing
Regent Seven Seas Cruises

Mike Lund, Vice President, Business Development at Conversant

Mike Lund

Vice President, Business Development
Conversant

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

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!
Chris Lehman, Senior Vice President at adMarketplace

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 at Formation

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 at Semcasting

Mike Skladony

General Manager – Consumer Services
Semcasting

2:45 pm - 3:05 pm CASE STUDY Your Journey Begins With Us - Listening to Our Customers to Enhance Their Travel Experience

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!

Gene Sutch, Director of Revenue Strategy and Analysis at MWAA

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

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
Robecta Ma, VP of Marketing & Digital, Americas at Cathay Pacific Airways

Robecta Ma

VP of Marketing & Digital, Americas
Cathay Pacific Airways

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

Make sure to take a minute between mingling and snacking to drop your questions for our 4:25 pm Roundtables with Polling at the Registration Desk!
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. 
Jonathan Stephen, Sr. Manager, Mobile Strategy & Digital Engagement at Norwegian Cruise Line

Jonathan Stephen

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

Andre Miller, Director, Global Communications at Bahamas Ministry of Tourism & Aviation

Andre Miller

Director, Global Communications
Bahamas Ministry of Tourism & Aviation

Shannon Jennewein, Digital Marketing Manager at Diamond Resorts

Shannon Jennewein

Digital Marketing Manager
Diamond Resorts

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

Michael Goldrich

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

Garrett Ruhland, Senior Director, Brands at LiveRamp

Garrett Ruhland

Senior Director, Brands
LiveRamp

4:25 pm - 5:05 pm What’s Troubling and…. Trending? Guided Discussion Roundtables with Polling

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! 
Stevie Stevenson, Director of Offer Strategy at Hilton

Stevie Stevenson

Director of Offer Strategy
Hilton

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

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

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!
Michael Taylor, Practice Lead, Travel at J.D. Power

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