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
img

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
img

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.
img

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. 
img

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.
img

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
img

Jenny Thomassian

Head of Industry, Travel
Google

img

Tammy Snow

Director, User Experience Research
Expedia, Inc.

img

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
img

Sameer Patel

Chief Executive Officer
Kahuna

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.  
img

Chris Lehman

Senior Vice President, Sales
adMarketPlace

img

Alex Sutton III

Director, Digital Acquisition
Avis Budget Group

img

Shanna Bogaty

Senior Manager, SEM Platform & Automation
Homeaway.com

11:20 am - 11:50 am Panel: More Than Just Millennials – Getting Acquainted With Your Customer Through Data

Jereme Carlisle, Senior Manager, Digital Marketing Strategy,Apple Leisure Group Parag Vohra, Vice President, Travel Sales – US & Canada,Sojern
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
img

Jereme Carlisle

Senior Manager, Digital Marketing Strategy
Apple Leisure Group

img

Parag Vohra

Vice President, Travel Sales – US & Canada
Sojern

11:50 am - 12:10 pm How Expedia Uses AI to Scale Stronger Emotional Customer Relationships

Ryan Deutsch, Senior Vice President, Global Customer Success,Persado Paul Hagenson, Director of Outbound Marketing,Expedia
Expedia is dedicated to making the customer experience more human, and thus more relatable, to consumers. Recently, Expedia has partnered with Persado to bolster engagement by getting people to be emotionally invested in their travel plans. Upon implementation, Expedia immediately saw results skyrocket. With the help of Persado's AI-powered technology, Expedia is able to gain a deeper understanding of the people they serve.
img

Ryan Deutsch

Senior Vice President, Global Customer Success
Persado

img

Paul Hagenson

Director of Outbound Marketing
Expedia

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. Russ Cohn, SVP Partnerships ,Rokt 

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

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

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

6. Is The Anti-OTA Mindset Paying Out For Brands?
Claudia Infante, Head of Revenue Strategy, Margaritaville 

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
img

Hussein Ebied

Senior Director, Search
PACIFIC

Russ Cohn

SVP Partnerships
Rokt

img

Amanda Johnson

Director, Media & Digital Marketing
Herschend Family Entertainment

img

Edward Perry

Head of Partnerships, Americas
HRS

img

Claudia Infante

Head of Revenue Strategy
Margaritaville

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
img

Andrew Wilson

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

img

Debra Smith

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

img

Keith LaFerriere

Chief Creative Officer
Verndale

Track A: The Digital DMO

2:50 pm - 3:00 pm Innovation Spotlight
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 - 2:50 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
img

Billy Sanez

Co-Founder
GoFlyMore.com

Track B: OTA & Meta-Search Madness

2:50 pm - 3:00 pm Innovation Spotlight
Nick Flynn, Chief Revenue Officer,Rokt

Nick Flynn

Chief Revenue Officer
Rokt

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

2:10 pm - 2:50 pm Diversity In Travel Meet-Up!
Donnie Schumann, Manager, Strategic Partnerships - EMEA,HotelTonight
This rare networking opportunity is worth marking your calendars for. Donnie Schumann will host this fun and informal boardroom-style session. Meet your peers across all travel verticals, share ideals offline and make meaningful new connections.
img

Donnie Schumann

Manager, Strategic Partnerships - EMEA
HotelTonight

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
img

Angela Blanchard

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

img

Jeffrey Harmon

Senior Manager, Disney Travel Operations, Project Development and Integration
The Walt Disney Company

Track A: The Digital DMO

3:20 pm - 3:40 pm Case Study: Our Journey To Machine Learning
Amanda Johnson, Director, Media & Digital 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
img

Amanda Johnson

Director, Media & Digital Marketing
Herschend Family Entertainment

Track A: The Digital DMO

3:40 pm - 4:00 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

Track B: OTA & Meta-Search Madness

3:00 pm - 3:20 pm Case Study: Key Pillars For Mobile Optimization – Embedding Mobile In Your DNA
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
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
img

Mark Molinari

Corporate Vice President, Revenue Management & eCommerce
Las Vegas Sands

img

Donnie Schumann

Manager, Strategic Partnerships - EMEA
HotelTonight

img

Edward Perry

Head of Partnerships, Americas
HRS

img

Eric Bamberger

SVP, Hospitality
IgnitionOne

4:00 pm - 4:40 pm “Venetian Hour” Afternoon Networking & Refreshment Break

4:40 pm - 4:50 pm Innovation Spotlight: A Flying Start to Localized Creative with Hopper & Smartly.io

Stephanie Semaan, Head of Travel,Smartly.io Simon Lejeune, Head of User Acquisition,Hopper
How can travel advertisers generate thousands of locally customized creatives in real time? Predictive airfare app Hopper has cracked the code with Smartly.io and automated much of their ad creation on Facebook and Instagram. Simon Lejeune, Head of User Acquisition at Hopper shares creative examples and tips together with Stephanie Semaan, Head of Travel at the advertising automation platform Smartly.io.
img

Stephanie Semaan

Head of Travel
Smartly.io

img

Simon Lejeune

Head of User Acquisition
Hopper

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?
img

Dan Towvim

Senior Director, eCommerce
Sonesta Hotels

img

Tammy Lucas

Vice President, Marketing
Best Western

img

Gilad Berenstein

Founder & Chief Executive Officer
Utrip

img

Claudia Infante

Head of Revenue Strategy
Margaritaville

5:20 pm - 5:40 pm Leveraging Original Content For Your Brand

Chaney Kwak, Travel Editor,
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
img

Chaney Kwak

Travel Editor

5:40 pm - 6:00 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
img

Eric Yale

Senior Consultant, Marketing & Strategy Practice
Forrester

6:00 pm - 6:00 pm End of Day Two