Digital Travel US 2017

May 08-May 10, 2017

Green Valley Ranch, Las Vegas, Nevada

1.888.482.6012

The Digital Traveler: Getting to Know Your Customer

For All Attendees

07:30 AM - 08:30 AM Continental Breakfast & Registration In The Solutions Zone

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Invitation Only

07:30 AM - 08:30 AM Advisory Board Meeting


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Charleen Ring

Program Director
Digital Travel Summit 2017

08:35 AM - 08:45 AM “…Worst job I’ve ever had” Icebreaker

08:45 AM - 09:00 AM Chairperson’s Opening Address

Megan Harris, Managing Partner, SYZYGY

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Megan Harris

Managing Partner
SYZYGY
Named by Forbes Magazine as one of the World’s 50 Most Influential CMOs, Kevin Krone led Southwest Airlines’ marketing initiatives for 25 years. Recently retired, Kevin remains one of the most respected names in the industry and joins us at the Digital Travel Summit for the first time to share his insights.
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Kevin Krone

Chief Marketing Officer
Southwest Airlines

09:30 AM - 09:50 AM Connecting with the Digitally Distracted Consumer

Lillibeth Bishop, Senior Marketing & Public Relations Director, Air China Limited
Words matter. And they matter now, more than ever. Eliciting emotional investment and brand engagement in the Age of Bot is critical to the success of a digital campaign. Learn how to retarget without making your audience think they have an online stalker or feel they are a victim of identity theft.
• Overcoming digital deafness
• Conversing and connecting with the person in a data deluge
• Humanizing your brand for sales conversion

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Lillibeth Bishop

Senior Marketing & Public Relations Director
Air China Limited

09:50 AM - 10:10 AM The Marriage of Digital Marketing Insights and Creative Engagement

Jennifer Andre, Senior Director, North America, Media Solutions, Expedia
Jennifer Andre of Expedia Media Solutions will share the findings from a recent study – which examines travel booking habits for British, American and Canadian travelers – to help marketers understand how they can influence the decision-making process. The session will explore how marketers can leverage audience insights to develop targeted, technology-driven creative campaigns that can be implemented at both a local and global level to drive engagement.
• Insights revealing how the buyer’s journey impacts marketing strategies
• Exploring creative and technology-driven marketing campaigns that use audience insights as a foundation
• Understanding how digital marketing insights should be used to adapt a creative campaign for a global audience


Jennifer Andre

Senior Director, North America, Media Solutions
Expedia

10:10 AM - 10:30 AM The Digital Traveler and the Experience Wave

Julie Hoffmann, Executive Director of Digital and Consumer Experience, MGM Resorts International.
Travel has moved beyond basic supply management and advanced discovery to the Experience Wave. With new disruptors and a shift to voice, travel brands need to differentiate themselves to retain loyalty and keep up with changing customer expectations and behaviors. Julie will also share recent results from the Adobe Digital Insights that highlight trends in our industry.

Topics to include:
• Keeping the customer at the heart of your strategy
• Building a digital foundation that can support your brand through the disruption
• The evolution from Marketing Technologist to Marketer

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Julie Hoffmann

Executive Director of Digital and Consumer Experience
MGM Resorts International.
Travel brands are changing their business to focus first and foremost on the customer. Travel operators act as a vehicle to help drive the traveler’s story forward – sometimes quite literally! Our executive panelists from top airlines and hotels discuss their best practices in building a core digital foundation into their personalization model by:

• Constructing a 3D model of personalization to gain an in depth understanding of the customer journey and helping to create a narrative for the traveler
• Addressing the top five mistakes when rolling out personalization
• Knowing your customer: who are they? Where are they? And what do they want?
• Utilizing customer data to inform decisions

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Megan Harris

Managing Partner
SYZYGY
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Francisco Trejo

Senior E-Commerce Director
Hilton Worldwide
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Ahmed Elemam

Digital Marketing
WestJet Airlines
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Beth Jacobs

Senior Director, Personalization & Content Marketing
Choice Hotels

Sherene Hilal

VP Product Marketing
Curalate

11:00 AM - 11:10 AM Innovation Spotlight: Targeting & Measurement: The Smarter Way for Travel Marketers

Nancy Hall, Senior Vice President, Eastern Sales, Conversant

Using cookies and segments to connect to your audience? Then you’re missing out on accuracy, reach and measurement. Learn the new way to target travelers, and discover how to:

Understand your audience based on individual-level profile attributes

Know when they book—even when they do it through call centers, travel agents and onsite

Measure your campaign’s true incremental return on ad spend


Nancy Hall

Senior Vice President, Eastern Sales
Conversant

11:10 AM - 11:45 AM High Rollers AM Refreshment Break



11:45 AM - 12:05 PM YouTube and Travel: Inspiring an End-to-End Customer Experience

Parag Vohra, Vice President Sales North America, SOJERN
Video isn’t going away. This session will focus on the impact of YouTube viewership in an iOS environment, and most importantly, how marketers can take advantage of this trend. Discussion points include:
• Converting views into bookings and recognizing what truly inspires the customer to book
• Preserving visual content on your site to keep a competitive edge over shared content
• Partnering with agencies to tell meaningful stories with video content
• Does video really work? Taking a look at the data behind it


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Parag Vohra

Vice President Sales North America
SOJERN
Personalization is the talk of the town this year, so much so that our audience has asked for an additional panel on this hot trend. We’ve got our cruise lines and airlines discussing their plans for personalizing the customer journey in 2017. Hear what they have to say:

Success stories and pitfalls from marketing and E-Commerce experts representing the cruise industry and airlines
What’s the future of personalization look like for these industry verticals
Executing a win-win strategy for customer engagement and your brand

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Megan Harris

Managing Partner
SYZYGY
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Jeff Ulrich

Senior Manager, E-Commerce
United Airlines
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Steve Born

VP of Marketing
Globus Family of Brands
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Amanda Johnson

Director, Customer Relationship Marketing
Herschend Family Entertainment Corporation

For All Attendees

12:35 PM - 12:30 PM Lunch For All Attendees

Invitation Only

12:30 PM - 12:20 PM Private Invitation ONLY lunch hosted by Zeta

12:20 PM - 1:35 PM Panel: Getting the Most out of Affiliate Marketing

Mathias Eichelberger, General Manager Online Marketing, Korean Airlines
There are endless untapped distribution channels out there, and the industry often turns a blind eye to these opportunities. During this Q&A, Mathias Eichelberger shares how he’s leveraging new and untapped channels for Korean’s Air’s affiliate marketing program, why it’s working, and why you should try it.
• Marketing where your customers are: gauging which best partners to allocate distribution
• Evaluating the role of agencies, meta-search and OTAs in partnerships
• Measuring KPI and ROI for affiliate programs



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Mathias Eichelberger

General Manager Online Marketing
Korean Airlines

Introduction Of Digital Solution Deep-Dives

1:35 PM - 1:45 PM Chairperson’s Opening Address

Adam Miller, Senior Mobile Marketing & Analytics Manager, Turo, Inc.

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Adam Miller

Senior Mobile Marketing & Analytics Manager
Turo, Inc.

Introduction Of Digital Solution Deep-Dives

1:35 PM - 1:45 PM Chairperson’s Opening Address

Megan Harris, Managing Partner, SYZYGY

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Megan Harris

Managing Partner
SYZYGY
A deep dive into the current and future trends of flight search and SEO.

• Evaluating research on what travelers really value when it comes to search
• Offering alternative search patterns
• Understanding the impact on your bottom line


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Billy Sanez

Vice President of Marketing
FareCompare.com
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Adam Miller

Senior Mobile Marketing & Analytics Manager
Turo, Inc.

Jamey Bainer

Strategy & Planning Director
Pacific
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Tevin Anderson

Director of SEO – Expedia Americas, ANZ, & Flights.com
Expedia, Inc.

Track B

1:45 PM - 2:15 PM Fireside Chat: Getting the Most out of Affiliate Marketing

Megan Harris, Managing Partner, SYZYGY Mathias Eichelberger, General Manager Online Marketing, Korean Airlines
There are endless untapped distribution channels out there, and the industry often turns a blind eye to these opportunities. During this Q&A, Mathias Eichelberger shares how he’s leveraging new and untapped channels for Korean’s Air’s affiliate marketing program, why it’s working, and why you should try it.
Marketing where your customers are: gauging which best partners to allocate distribution
Evaluating the role of agencies, meta-search and OTAs in partnerships
Measuring KPI and ROI for affiliate programs

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Megan Harris

Managing Partner
SYZYGY
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Mathias Eichelberger

General Manager Online Marketing
Korean Airlines

Track A

2:15 PM - 2:45 PM Case Study Revolution: International Growth and Adaptation

Billy Sanez, Vice President of Marketing, FareCompare.com
FareCompare’s VP of Marketing shares his findings after accelerating meta-search in the Latin America market, followed by an interactive workshop exercise for attendees.

• Accelerating the meta-search in Latin America market
• Analyzing international growth process and how FareCompare quickly grew engagement
• What the future looks like

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Billy Sanez

Vice President of Marketing
FareCompare.com

Track B

2:15 PM - 2:45 PM Case Study Revolution: Attribution, Acquisition and Retention in the Age of OTA Channel Consolidation

Darren Skomorowsky, Director, Revenue Management, The Pierre, a Taj Hotel
Darren Skomorowsky shares insights from a hotelier perspective, followed by an interactive exercise for attendees.

Assessing ROI of attribution and retention with branding
Focusing on the next click, not the last
Building a better attribution model to drive retargeting
Streamlining data for enhanced customer profiling

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Darren Skomorowsky

Director, Revenue Management
The Pierre, a Taj Hotel
Breaking up is hard to do, especially when there are ways to share a mutually beneficial partnership. Our panelists of hoteliers share their wish list for a healthy relationship. But for now, it’s complicated.
• A deep-dive into what hotel partners are looking for in search partnerships
• Cultivating partnerships with industry disrupters to gain direct bookings
• Gaining insight into the rational behind hotels cutting ties with their OTA and meta-search partners
• Hearing what hotels want out of their distribution partnerships and how partnering sites can meet those needs


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Mark Molinari

Corporate Vice President, Revenue Management and eCommerce
Las Vegas Sands
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Adam Miller

Senior Mobile Marketing & Analytics Manager
Turo, Inc.
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Darren Skomorowsky

Director, Revenue Management
The Pierre, a Taj Hotel

Steve Sickel

CEO
Room Key
In today’s age of constant consolidation and ever-changing technology, there’s no shortage of companies in the midst of a complete web overhaul. Our esteemed panelists will look at evidence across every sector and share the best practices for website redesign with the customer in mind.

• Assessing the right time to redesign your web platform
• Utilizing the right resources for streamlined web experience across multiple devices
• The top three drivers for a successful website property overhaul
• Analyzing data post design launch

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Megan Harris

Managing Partner
SYZYGY

Arun Gambhir

Director, Digital eCommerce Integration
Choice Hotels
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Alan Josephs

Vice President, Hotel Distribution
Travelzoo

Lori Gustafson

Senior Director, Digital Marketing & eCommerce
SeaWorld Parks & Entertainment

3:15 PM - 3:55 PM Networking and Refreshment Break

3:55 PM - 4:25 PM Panel: Driving Direct Bookings From Disrupter

Megan Harris, Managing Partner, SYZYGY Marion Hughes-Roger, GM, North America, DayUse , , , ,
Search and display are key in capturing the customer’s attention, and it’s what ultimately drives their decision to break out the credit card. But the industry can’t seem to agree on what’s best for the brand: investing in new technologies to boost direct bookings or elevating your online presence through meta-search and OTAs. Panelists from Virgin America, Trump Hotels and DayUse.com share strategies for staying at the top of search and how to drive bookings from disrupters.

• Are direct bookings always the most profitable bookings?
• Assessing which platforms are best to invest in for exposure
• Leveraging meta-search and OTAs for exposure, and re-directing to brand website
• Analyzing keywords to be at the top of search, and which keywords are best to bid on
• Showing your brand will give you the best service with direct booking
• Sweetening the deal: what offers that don’t cut into your bottom line to win the direct booking


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Megan Harris

Managing Partner
SYZYGY
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Marion Hughes-Roger

GM, North America
DayUse
Integration across all digital channels is key, especially during mergers. Sebastian Riedle, head of online sales for Lufthansa’s Swiss & Austrian Airlines, offers insight into how he merged platforms for three airlines into a cohesive redesign.
• A look at what this means for the digital landscape and its commercial impact
• Walking through the process of a redesign and what that looks like post-merger
• Defining and establishing a roadmap for all digital channels and mobile strategy


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Sebastian Riedle

Senior Director Online Sales for Lufthansa
Swiss & Austrian Airlines, Lufthansa Group
Hotels are investing in new talent and technologies in order to drive direct bookings from their web and mobile property. Our panel of hoteliers from the world’s largest brands share what their companies are doing to win the booking, including:
• Strategies for incentive programs and exclusive, member-only rates to generate direct bookings
• Improving the way we use data to cultivate customer loyalty
• Understanding trends in the hotel booking war


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Megan Harris

Managing Partner
SYZYGY
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Francisco Trejo

Senior E-Commerce Director
Hilton Worldwide
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Daniel Holl

Head, Global Sales
Trivago
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Nikhil Gupta

Director of Hotels and Car Hire
Skyscanner

5:15 PM - 6:15 PM “Cirque Du Soleil” Cocktail Party In The Solutions Zone

6:15 PM - 11:59 PM End of Day One