Digital Travel US 2017

May 08-May 10, 2017

Green Valley Ranch, Las Vegas, Nevada

1.888.482.6012

Digital Innovations and The In-Trip Experience

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

08:30 AM - 08:35 AM Welcome Remarks And Interactive Polling

Charleen Ring, Program Director, Digital Travel Summit 2017

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Charleen Ring

Program Director
Digital Travel Summit 2017

08:35 AM - 08:50 AM Chairperson’s Opening Address

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

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Niklas Schlappkohl

Senior Director, Travel Solutions
Translations.com

08:50 AM - 09:35 AM Trends in Customer Loyalty

Brian Kelly, CEO and Founder, The Points Guy
Brian Kelly is the founder and CEO of The Points Guy, a leader and influencer in the industry of points, miles and travel in general. As a passionate traveler since childhood, Brian used his knowledge and insight to start ThePointsGuy.com during his time as a Wall Street road warrior while traveling the globe for up to six months a year. Brian was able to book exciting and extravagant trips for next to nothing through his hard-earned points and miles, flying first class and staying at luxury hotels all for less than the cost of a coach ticket and a hostel bed. Due to the immense interest in his tips and advice, Brian left his Wall Street job in June 2011 to grow his site and travel the world full-time.

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Brian Kelly

CEO and Founder
The Points Guy

09:35 AM - 09:55 AM Driving Improved Loyalty through Mobile Experiences

Michael Marino, SVP Customer Loyalty and Chief Experience Officer, Caesars Entertainment
When it comes to building and maintaining customer loyalty, brands must continue to evolve to meet ever-changing customer demands. Today, a fundamental shift is occurring in the desired communication channel as many customers prefer to engage and shop via their mobile device. Caesars Entertainment has embraced this change in customer preference and has invested in tools to talk to customers in their preferred channel.
Michael Marino, SVP Customer Loyalty & Chief Experience Officer, provides a look at how Caesars is using mobile experiences including its award winning mobile app to improve their economics, including:

Connecting customer to on-demand access to service
Providing personalized customer offers
Selling distressed inventory


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Michael Marino

SVP Customer Loyalty and Chief Experience Officer
Caesars Entertainment
The industry is experiencing a huge cultural shift when it comes to what travelers want and when they want it. Cue the emergence of the ever-prominent mobile concierge and the question: could this mean the end of the hotel lobby as we know it? Our panelists from biggest names in hospitality will discuss:
• The latest technology in concierge services, check-in and digital key apps
• The impact of mobile on the hospitality industry
• How hotels can get ahead of the curve to leverage their own resources to enhance customer service


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Marion Hughes-Roger

GM, North America
DayUse
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Zachary Ruben

Corporate Director, eCommerce
Hawkeye Hotels
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Gene Kornota

Co-Founder
Rebel Hospitality LLC
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Niklas Schlappkohl

Senior Director, Travel Solutions
Translations.com

10:30 AM - 11:10 AM Morning Refreshment & Networking Break In The Solutions Zone

11:10 AM - 11:30 AM Keynote: Leveraging Multi-Screen Opportunities For Optimized Revenue Sources

Jaron Millner, Vice President, Direct Business, Finnair
Today’s Traveler is attached to their device, and airlines are upping their game when it comes to reaching the customer across all digital channels. Our Finnair executive shares strategies for:
• Capitalizing on every screen that is part of the traveler journey from desktop to mobile to in-flight/in-room
• Developing innovative products for multi-screen technology to build seamless, tailored, and inspiring experiences during the trip
• Delivering personalized content directly to the traveler based on their pre-trip preferences, building in-flight/in-room monetization and advertisement opportunities


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Jaron Millner

Vice President, Direct Business
Finnair

11:30 AM - 11:50 AM Case Study: Get Intimate With Rose, The Cosmopolitan Hotel & Casino’s Chatbot

Mamie Peers, Senior Director; Digital, Social, eCommerce, The Cosmopolitan of Las Vegas
With more than 20 restaurants, an extensive art collection, and many resort and entertainment offerings, The Cosmopolitan of Las Vegas had an opportunity to provide guests with a VIP experience with insider information. They developed Rose, a mischief making chatbot, to help guests navigate the resort and discover surprises around every corner. Join this session to:

•See how Chatbots backed by employees can deliver an intimate experience at scale
•Find out how guests are responding, and what they love most
•Learn the value of an SMS Chatbot in the hotel & casino space

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Mamie Peers

Senior Director; Digital, Social, eCommerce
The Cosmopolitan of Las Vegas
To address the needs of global travelers, one must first think small. By focusing the lens on localization, we can capture the attention and loyalty of users around the globe. While localization typically starts with language, that’s just the beginning. Understanding how users search, interact with content and submit payments are just some of the ways we can localize. In this session, we’ll talk about:

• The difference between local and global
• How to convince senior leadership that global sites are worth the investment
• How to adapt search, content and promotions to local markets


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Sonia Zamborsky

Director of Product Field Support & Communications
Marriott International Inc
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Zachary Ruben

Corporate Director, eCommerce
Hawkeye Hotels
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Niklas Schlappkohl

Senior Director, Travel Solutions
Translations.com

12:10 PM - 1:10 PM Lunch For All Attendees

1:10 PM - 1:30 PM Case Study: The Future is NOW; Instructions Not Included

TPG Hotels & Resorts is recognized as one of the nation’s leading hotel management companies, operating big name brands including Marriott, Hilton, Hyatt, Intercontinental, Starwood, Wyndham and Accor and a number of properties. TPG’s VP of eCommerce shares insight into the evolution of digital marketing and technology, including:
• Rethinking hotel business objectives
• Rewriting job descriptions
• Hiring for the requisite skill sets

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!

To lead a Roundtable, contact Scott.Rossen@wbresearch.com or 646-200-7526.

1. YouTube and Travel: Inspiring an End-to-End Customer Experience
Parag Vohra, Vice President Sales North America, SOJERN

2. Adobe Roundtable
Eddie Ramirez, Practice Director, Travel & Hospitality, Adobe
Rebecca Keen, Digital Transformation Leader, Travel & Hospitality, Adobe

3. Attribution, Acquisition and Retention in the Age of OTA Channel Consolidation
Darren Skomorowsky, Director, Revenue Management, The Pierre, a Taj Hotel

4. Sharing Economy and How it’s Transforming Travel for Owner and Traveler
David Stewart, Chief Business Officer, Turo

5. Sharing Cultures Beyond Borders: The Role of Digital Marketing Insights and Innovation
Jennifer Andre, Senior Director, North America, Media Solutions, Expedia

6. Topic TDB, Executive Speaker, TMM Data

7. IoT in the Travel Industry is at a Tipping Point
Scott Sciotto, ForgeRock

8. Succeeding in the New Age of Search: How to Make Your Message More Discoverable to Your Best Customers
Jamey Bainer, Strategy & Planning Director, Pacific

9.Leading Walt Disney World Guests through the Digital Experience
Jeffrey Harmon, Sr. Manager – Disney Travel Operations Project Development and Integration, The Walt Disney Company
Angela Blanchard, Director, Travel Operations Infrastructure & Support, The Walt Disney Company

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David Stewart

Chief Business Officer
Turo
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Darren Skomorowsky

Director, Revenue Management
The Pierre, a Taj Hotel

Jennifer Andre

Senior Director, North America, Media Solutions
Expedia
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Parag Vohra

Vice President Sales North America
SOJERN

Jamey Bainer

Strategy & Planning Director
Pacific

Jeffrey Harmon

Sr. Manager – Disney Travel Operations Project Development and Integratio
The Walt Disney Company

Angela Blanchard

Director, Travel Operations Infrastructure & Support
The Walt Disney Company

2:30 PM - 3:10 PM Afternoon Refreshment & Networking Break In The Solutions Zone

Track A: Mobile & Innovations

3:10 PM - 3:20 PM Chairperson’s Afternoon Address

Track B: Boosting Revenue through Ancillary

3:10 PM - 3:20 PM Chairperson’s Afternoon Address

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

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Niklas Schlappkohl

Senior Director, Travel Solutions
Translations.com

Creative Board Rooms

3:10 PM - 3:20 PM Creative Board Rooms

No PowerPoint; no plans --just candid conversations about the top of mind topics.

Airline Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?


OTA/Meta-Search Executive Creative Boardroom
Innovations in eCommerce Platforms for Travel – Mobile being the Principal Platform


Hotelier Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?

Track A: Mobile & Innovations

3:20 PM - 3:40 PM Case Study: Emotions for ROI

Ahmed Elemam, Digital Marketing, WestJet Airlines
WestJet is way ahead of the curve when it comes to creating viral, meaningful content. They understand the influence of a powerful social media campaign. Ahmed Elemem shares the secret to harnessing emotions of the customer to increase brand loyalty by covering these topics:
  • Real authentic content and caring trends on the web
  • How WestJet used Santa Claus to drive 86% increase in revenue for the month of December
  • Analytics of a social viral campaign
  • How to get more likes, shares, views and the booking

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Ahmed Elemam

Digital Marketing
WestJet Airlines

Track B: Boosting Revenue through Ancillary

3:20 PM - 3:40 PM Diversity in Travel Marketing

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Creative Board Rooms

3:20 PM - 3:40 PM Creative Board Rooms

No PowerPoint; no plans --just candid conversations about the top of mind topics.

Airline Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?


OTA/Meta-Search Executive Creative Boardroom
Innovations in eCommerce Platforms for Travel – Mobile being the Principal Platform


Hotelier Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?

Track A: Mobile & Innovations

3:40 PM - 3:50 PM Innovation Spotlight

Kalle Marsal, Chief Marketing Officer, Mitek

Kalle Marsal

Chief Marketing Officer
Mitek

Creative Board Rooms

3:40 PM - 3:50 PM Creative Board Rooms

No PowerPoint; no plans --just candid conversations about the top of mind topics.

Airline Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?


OTA/Meta-Search Executive Creative Boardroom
Innovations in eCommerce Platforms for Travel – Mobile being the Principal Platform


Hotelier Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?

Track A: Innovation Spotlight

3:50 PM - 4:10 PM How to Build a Brand through Storytelling: Using Content that Connects

Adam Miller, Senior Mobile Marketing & Analytics Manager, Turo, Inc.
People don't want to be sold to, they want to be inspired. They want to dream, imagine, and be transported. Content marketing is at the top of every marketer's to-do list these days, but it's more than just creating conversion-focused, sales-y content. Discover how to create a content program that resonates with your audience, drives engagement and boosts your business, including:
• How to create (and sustain) a robust blog presence
• The ins and outs of user-generated content, from engaging to promoting
• Why educational content is crucial, regardless of your vertical


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Adam Miller

Senior Mobile Marketing & Analytics Manager
Turo, Inc.

Track B: Boosting Revenue through Ancillary

3:50 PM - 4:10 PM Business or Pleasure? The Evolution of Business Travel

Edward Perry, Head of Partnerships, Americas at HRS - The Hotel Portal.
Business travelers have a unique set of needs, as they travel frequently and often at the last minute. Hear how HRS is assisting corporate travelers and improving their overall experience. Edward Perry discusses:
• Shifting focus from traditional leisure perspective to a broader emphasis on the needs of the corporate business traveler
• Understanding the business needs of corporations and how technology plays into improving the overall landscape
• Implementing incident response strategies in an elevated threat climate and using monitored data to support the traveler’s safety


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Edward Perry

Head of Partnerships
Americas at HRS - The Hotel Portal.

Creative Board Rooms

3:50 PM - 4:10 PM Creative Board Rooms

No PowerPoint; no plans --just candid conversations about the top of mind topics.

Airline Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?


OTA/Meta-Search Executive Creative Boardroom
Innovations in eCommerce Platforms for Travel – Mobile being the Principal Platform


Hotelier Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?

Track A: Innovation Spotlight

4:10 PM - 4:30 PM Making the Most of Your Hotel Bookings

Marion Hughes-Roger, GM, North America, DayUse
How are companies maximizing their revenue? Marion Hughes-Roger is launching DayUse.com in North America and will address:
• Capitalizing on a room twice in one day through day booking
• Overcoming rate droppings
• A glimpse at the future of room bookings and what this means for hoteliers to win the direct booking


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Marion Hughes-Roger

GM, North America
DayUse

Track B: Boosting Revenue through Ancillary

4:10 PM - 4:30 PM Revisiting the Use of Location and Information Sharing Technology

Jeff Ulrich, Senior Manager, E-Commerce, United Airlines
Providing relevant information through your brands app is essential for in-trip personalization. The session focuses on United Airline’s best practices for:

•Leveraging beacons to improve the traveler journey, building high interactivity with engaged travelers
•Managing messages: building a plan for frequency of and diversified messages
•Pushing ancillary products to boost your onsite revenue

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Jeff Ulrich

Senior Manager, E-Commerce
United Airlines

Creative Board Rooms

4:10 PM - 4:30 PM Creative Board Rooms

No PowerPoint; no plans --just candid conversations about the top of mind topics.

Airline Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?


OTA/Meta-Search Executive Creative Boardroom
Innovations in eCommerce Platforms for Travel – Mobile being the Principal Platform


Hotelier Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?

Track A: Mobile & Innovations

4:30 PM - 4:50 PM Case Study: Virtual Reality and the Future of Travel

Cathy Tull, Senior Marketing Vice President, Las Vegas Convention and Visitors Authority
We think of virtual reality as the ultimate in innovation. Gain a better understanding of how brands are leveraging this ever-growing and exciting technology to create the ultimate customer experience.
•How are brands utilizing new technology in augmented and virtual reality to create a new and enhanced customer experience
•Is virtual reality another step in the customer journey or a threat to the travel industry?
•What does the future of travel look like 10 years down the road and how can tourism boards leverage this technology to boost bookings

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Cathy Tull

Senior Marketing Vice President
Las Vegas Convention and Visitors Authority

Track B: Innovation Spotlight

4:30 PM - 4:50 PM Case Study: Building The Digital Transformation Strategy Powered By Agile Approach

Mehmet Bütün, Vice President, Digital Services (IT), Turkish Airlines, Inc
VP of Digital Services, Mehmet Bütün, lays the groundwork for a better understanding of the pillars of the digital strategy beyond customer experience, including:
• Why the dynamics of the digital touch-points require agile perspectives?
• Delivering the “minimum viable product” to business teams to create unique digital services
• What is next on digital for you? Innovation vs. Disruption!


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Mehmet Bütün

Vice President, Digital Services (IT)
Turkish Airlines, Inc

Creative Board Rooms

4:30 PM - 4:50 PM Creative Board Rooms

No PowerPoint; no plans --just candid conversations about the top of mind topics.

Airline Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?


OTA/Meta-Search Executive Creative Boardroom
Innovations in eCommerce Platforms for Travel – Mobile being the Principal Platform


Hotelier Executive Creative Boardroom
Discuss the impact of the current political landscape on air travel in a candid setting.
• How has the travel band impacted your brand?
• The impact of Brexit
• The “currency conversation”– US Currency is stronger than it has been in years. What’s the impact on travel?

4:50 PM - 11:59 PM End Of Day Two