Day 2

08:15 AM - 08:50 AM Morning coffee and networking


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Adrienne Lawler

Former Newsreader for the BBC & Sky
Now You're Talking

Digital Travel Disrupters

09:00 AM - 09:30 AM OPENING KEYNOTE PRESENTATION: The changing face of travel distribution- How do the new players fit into the digital travel market of the future?

Kenny Jacobs, CMO, RyanAir
  • How are comparisons sites becoming the OTAs of tomorrow and what does this mean for the rest of the industry?
  • Metasearch: How are new performance marketing tools being invested by the brands and what is their true ROI?
  • Where is the consolidation in the market and does this mean more or less competition?
  • Who has ownership, control and influence of the customer?

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Kenny Jacobs

CMO
RyanAir

09:30 AM - 10:10 AM ALL STAR PANEL: What is the right balance of direct vs OTA vs meta-search marketing to gain maximum online exposure and revenue?

Nina Kubik-Cheng, VP, Partnerships, Roomarama Sarah Fussey, Director, Marketing, Best Western Joel Brandon-Bravo, UK Managing Director, Travelzoo Brian Batts, VP, Travel, HookLogic Daniel Holl, Head, Global Hotel Sales, trivago
  • Matching the right platform to your product to grow your online business
  • How to best empower and manage clients to sell through mobile- where is the resistance and how to overcome this?
  • Discovering the value of each market player and what they can offer you regarding coverage and margins
  • Updates on rate parity and where discounts can be offered regarding own brand website and other OTAs
  • How to get maximum profit for investment when prices of external partners are increasing

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Sarah Fussey

Director, Marketing
Best Western
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Joel Brandon-Bravo

UK Managing Director
Travelzoo
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Brian Batts

VP, Travel
HookLogic
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Nina Kubik-Cheng

VP, Partnerships
Roomarama
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Daniel Holl

Head, Global Hotel Sales
trivago

10:10 AM - 10:50 AM Morning networking coffee break



Creating Relevant Content that Engages and Converts

10:50 AM - 11:10 AM OUT OF INDUSTRY PRESENTATION: The truth behind human decision-making- What are the true motives and drivers behind customer choice and behaviour?

Dr Simon Moore, Managing Director, Innovation Bubble


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Dr Simon Moore

Managing Director
Innovation Bubble

11:10 AM - 11:30 AM How to generate new customers online using AI programmatic advertising

Simon Yule, Digital Marketing Manager, SAS (Scandinavian Airlines) Alex Geddes, Head, Travel & Tourism, UK, Rocketfuel

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Simon Yule

Digital Marketing Manager
SAS (Scandinavian Airlines)
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Alex Geddes

Head, Travel & Tourism, UK
Rocketfuel
  • Where can this content be found? User-generated, agency etc?
  • How does optimised user-generated content compare to traditional content regarding cost and impact?
  • Identify what content works best at what time and how to tailor your content strategy to improve the user experience
  • Overcoming differences across regions where online experience and visuals are different
  • How to best maintain and create content continuously in line with customer demands throughout the customer lifetime
  • What are the best ways for analysing how well this content works and is being received by your customers?

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Stefan Petzinger

VP, EU Brand Marketing
KAYAK
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Jennifer Kedinger

Manager, Social Strategy & Activation EAME
Hyatt Hotels Corporation
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Olivier Jolidon

Digital Marketing Director
FRHI Hotels & Resorts
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Andrew McClelland

Managing Director
Mirador Digital
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Dan O'Sullivan

Vice President Travel Solutions, EMEA
Translations.com
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Dan Reed

Senior Director, Global Merchandising
Expedia

12:05 PM - 12:25 PM INTERVIEW: Rethinking content management to engage your customer throughout the whole customer journey and drive loyalty

Tamara Strauss, Director Marketing & PR, UK & ROI, Royal Caribbean International Mark Elkin, VP, Solution Consulting, Smartling
  • What do you need from your CMS system and does you current system deliver?
  • Identifying how to best place your content to drive engagement
  • Evaluating the pros and cons of building an in house CMS system or outsourcing
  • Developing content that will last long term- where does this come from and what does it look like?
  • Integration challenges with current CMS systems and additional customer portals and additional plug ins
  • Advice on content management cross-device and how does content need to be different

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Tamara Strauss

Director Marketing & PR, UK & ROI
Royal Caribbean International
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Mark Elkin

VP, Solution Consulting
Smartling

Lunch

12:25 PM - 1:25 PM Lunch

Workshop

12:25 PM - 1:25 PM SYNERGY WORKSHOP: How to localise content to optimise traffic and conversions in each country?

Julien Wolff, CEO, edit-place Marie Fouris, COO, edit-place Thomas Reymond, UK Sales Manager, edit-place

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Julien Wolff

CEO
edit-place
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Marie Fouris

COO
edit-place
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Thomas Reymond

UK Sales Manager
edit-place

STREAM A: Social Media CRM and Loyalty

1:25 PM - 1:30 PM Chair's opening remarks

Dr Simon Moore, Managing Director, Innovation Bubble

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Dr Simon Moore

Managing Director
Innovation Bubble

STREAM B: Mobile- Customer Acquisition vs Customer Experience

1:25 PM - 1:30 PM Chair's opening remarks

Andrew McClelland, Managing Director, Mirador Digital

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Andrew McClelland

Managing Director
Mirador Digital

STREAM A: Social Media CRM and Loyalty

1:30 PM - 1:50 PM The secret ingredients to a perfect partnership- How to work more effectively with your distributors

Eugen Triebelhorn, Head, Business Development, GetYourGuide
  • How to better manage OTAs to ensure you are front of mind and encourage them to grow your customer base

  • What are the management strategies that work to guarantee consistency with the various OTAs on your books

  • How are partners looking to become more automated and agile to provide real time advertising and pricing

  • To what extent can suppliers have an input on OTA and metasearch collaboration


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Eugen Triebelhorn

Head, Business Development
GetYourGuide

STREAM B: Mobile- Customer Acquisition vs Customer Experience

1:30 PM - 1:50 PM CASE STUDY REVOLUTION: How to integrate and align the mobile and desktop experience to drive customer engagement

Raul Álvarez Barrera, Director, E-Commerce & Mobile Product Development, The Carlson Rezidor Hotel Group
  • How to optimise the experience cross-device – what are the key factors to consider?
  • What integration systems and strategies are available to ensure effective content alignment?
  • Identifying the differences in user testing for mobile and desktop to ensure you are using each channel for the right reasons
  • What are the organisational changes to consider to ensure this integration and alignment works in practice?

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Raul Álvarez Barrera

Director, E-Commerce & Mobile Product Development
The Carlson Rezidor Hotel Group

STREAM A: Social Media CRM and Loyalty

1:50 PM - 2:30 PM ROUNDTABLE CAFES: Using and monetising social media to improve branding, customer care and knowledge of your customer

Verane Brissaud, E-commerce and Direct Sales Manager, Air France Nicola Rhone, Marketing Director, The Hotel Partnership Aoife Desmond, Senior Manager, eCommerce, Twitter Youvraj Seeam, E-Sales and Product Manager, Air Mauritius
Table Topics:

Table 1
: Effective advertising on social media- how does this work? Aoife Desmond, Senior Manager, eCommerce, Twitter

Table 2: How to use data mining in social media to find the customers of tomorrow Nicola Rhone, Marketing Director, The Hotel Partnerships

Table 3: What are the steps to building and enhancing reputation through social media platforms? Verane Brissaud, eCommerce and Direct Sales Manager, Air France

Table 4: Understanding how ‘influencers’ can drive online traffic Youvraj Seeam, E-Sales and Product Manager, Air Mauritius International
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Verane Brissaud

E-commerce and Direct Sales Manager
Air France
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Nicola Rhone

Marketing Director
The Hotel Partnership
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Aoife Desmond

Senior Manager, eCommerce
Twitter
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Youvraj Seeam

E-Sales and Product Manager
Air Mauritius

STREAM B: Mobile- Customer Acquisition vs Customer Experience

1:50 PM - 2:30 PM Stream continues

STREAM A: Social Media CRM and Loyalty

2:30 PM - 3:10 PM Stream continues

STREAM B: Mobile- Customer Acquisition vs Customer Experience

2:30 PM - 3:10 PM INTERVIEW: : How to demonstrate the return on mobile investment with successful attribution models that demonstrate rate of conversion

Andrew McClelland, Managing Director, Mirador Digital Anna Sawbridge, Industry Head, Travel, Google Fernando Almenara, CEO, MyTripCar
  • What are the first steps to developing an effective attribution model for mobile and cross-device?
  • Insight into current models that are working and justify the value of mobile and the investment
  • How to customise an attribution that works cross organisation/department
  • What do you need to evaluate in attribution model providers to best suit your needs

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Anna Sawbridge

Industry Head, Travel
Google
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Fernando Almenara

CEO
MyTripCar
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Andrew McClelland

Managing Director
Mirador Digital

3:10 PM - 3:40 PM Afternoon networking and coffee break

Driving Engagement and Loyalty Through Mobile

3:40 PM - 4:00 PM New ways to differentiate your brand through the customer experience in an increasingly complex online distribution network

Fernando Almenara, CEO, MyTripCar
  • Fighting back against the price war: What are the alternative strategies for differentiation besides price with OTAs and 3rd party providers?
  • What needs to be put in place to create a user based experience? Who needs to be part of this new process? Who should lead this?
  • Is success cross-device the answer? Understanding what channels to focus on depending on customer base and how can you measure success beyond conversion?
  • Experience-based interactions: What advantage/benefits do they offer your customers and how do these convert?
  • How do eCommerce platforms link with an extended online guest experience to delight and engage the customer?

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Fernando Almenara

CEO
MyTripCar

4:00 PM - 4:40 PM INTERVIEW: Enhancing the online experience with effective user experience testing implementation - What do you need to think about?

Dr Simon Moore, Managing Director, Innovation Bubble Tom Nelson, Digital Commerce and Production Manager, Walt Disney Travel Company Matt Lindop, Head, Experience Design, Premier Inn and hub by Premier Inn (A Whitbread Company)
  • Identifying where customer drop off occurs from search to check out and where drop off occurs
  • Does your product experience and content translate cross-device and are your customers engaged?
  • What are the current user experience tests that offer true customer experience feedback?
  • Agility of your testing: Developing user experience tools that can cater for the constant changes of user experience testing

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Tom Nelson

Digital Commerce and Production Manager
Walt Disney Travel Company
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Matt Lindop

Head, Experience Design
Premier Inn and hub by Premier Inn (A Whitbread Company)
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Dr Simon Moore

Managing Director
Innovation Bubble

4:40 PM - 4:45 PM Closing remarks from the chair

Dr Simon Moore, Managing Director, Innovation Bubble

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Dr Simon Moore

Managing Director
Innovation Bubble

4:45 PM - 11:59 PM Close of tracks and conference