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2015 Conference Agenda

Day One Day Two

DAY ONE June 2nd 2015

8.30AM CONFERENCE COMMENCES

8.45 - 10.30AM KEYNOTE: LEARN HOW SELLING YOUR BRAND THROUGH STORY-TELLING HAS CHANGED

Travel brands need to show, not tell, and use images for more compelling content. A well-told story can engage customers in a much more memorable way

  • Discover how you can use digital marketing to convey what the experience of your travel brand will be like
  • Explore ways to publish the whole experience
  • Dissect consumer behavior and reactions to past 'brand story' campaigns

Sabrina Cendral, VP Marketing North America, Club Med US
Mohammad Gaber, Travel & Hospitality Industry Strategy & Marketing, Adobe Systems
Meredith Pearson, Director PR & Communications, VisitBritain
Joining the panel: Taylor Cole, Head of Public Relations North America, Hotels.com and
Frederic Gonzalo, Marketing Consultant, Gonzo Marketing

 

10.30 - 11.00AM COFFEE BREAK

11.00 - 12.30pm GET TO GRIPS WITH PERSONALIZATION, RE-TARGETING AND REMARKETING

  • Retargeting is becoming increasingly more effective. Find out how other marketers in travel are re-engaging the customer with personalized retargeting
  • Google Ads: how does it actually work?
  • What are the opportunities to better customize the message in terms of location of the customer?

Gregory Stiller, Customer Insight, Digital, JetBlue Airways
Edita Matic, Regional Director of Revenue Management, Highgate Hotels
Nerdin St. Rose, Worldwide Marketing Consultant, BVI Tourism (British Virgin Islands)
Adriana Grineberg, Head of Pan-Latam, Facebook Inc.

 

12.30 - 2.00PM LUNCH AND NETWORKING

2.00 - 3.15PM BEST PRACTICES TO ALLOCATE YOUR MARKETING DOLLARS FOR BRANDS & HOW TO REACH YOUR TARGET AUDIENCE

  • The value of online marketing: Explore Digital vs. Traditional Advertising. Explore the importance of embracing online and mobile
  • Discuss the attributes of the two main but vastly different audiences: Millennials and Baby Boomers
  • The Advent of the Experiential Traveller
  • Fragmentation in the region, coupled with infrastructure limitations - how can brands tackle these challenges

Alvaro Martinez,Head of Digital LATAM Group Airlines Perú, LAN Airlines
Dwight Sholes, Senior Strategist-Travel, Return Path Inc.
Jesús Parrilla, Managing Director, Smartrip

3.15 - 3.35PM CYCLICAL NATURE OF TRAVEL DECISIONS BY THE CONSUMER ON SOCIAL

  • How can travel brands and airlines identify conversations and opportunities before departure
  • Discover how to guide the customer's path and experience during trip
  • Evaluate the consumers whole travel experience to improve products and services after

Alistair Adams, Travel Sector Director, Brandwatch

 

3.35 - 4.00PM COFFEE BREAK

4.00 - 5.00PM CONTENT - LEARN HOW TO ADAPT TO A THE NEW MULTISCREEN TRAVEL CONSUMER

Innovators discuss creating and curating content that will up your search performance through the mobile device

  • Learn how to utilize dynamic content personalization to engage and retain customers and boost conversions and website bookings
  • Overcome the challenge of balancing organic vs branded vs promotional vs user-generated content
  • The importance of video: are you doing it right yet?

Brian Carr, Head of Travel, Twitter 
Carlos Garcia, CEO, Nobox
Sara O'Brien, Senior Marketing Manager, HeBS Digital

Joining the panel

Michelle Bozoki, Director of Marketing & eCommerce, Caribbean & Latin America Resorts, Marriott International

5.00 -5.30pm CASE STUDY: BRING MORE VALUE TO YOUR CUSTOMERS BY TAKING A HOLISTIC VIEW OF THE CUSTOMER JOURNEY

Increase loyalty and improve the value of your product through marketing partnerships that solve your customers' pain points. Learn how CLEAR and TripIt partnered to increase the value of a premium product.

  • Understand the customer journey and what your travelers value most
  • What new tools are consumers using in order to create 'the perfect trip'
  • How is technology dictating the future of travel and what will consumers be expecting next

Jeff Freedman, Vice President, Partnerships, CLEAR
Jugdeep Bal, Senior Director of Business Development, TripIt

5.15PM DAY ONE CONFERENCE ENDS

 

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DAY TWO June 3rd 2015

8.45AM CONFERENCE COMMENCES

9.00 - 10.30AM KEYNOTE: CREATE THE OPTIMAL CROSS-PLATFORM USER EXPERIENCE: WHO IS LEADING IN THIS SPACE AND WHY?

50% of leisure consumers will access travel via a non-desktop device. The ultimate goal for travel marketers is removing the friction from the travel consumer research & booking process, as they move from desktop to mobile to tablet... so how do you do it?

  • Product design and usability: benchmark your strategies against leading travel brands in this space
  • Many customers start on a phone and finish on a laptop. What should your product look like in order to fare across multiple screens
  • Does investing more in members and subscribers drive cross device service?
  • Discover the un-tapped, additional benefits of optimizing your website and it's media to give the consumer an on the go experience

Rob Torres, Managing Director, Travel, Google
Christoph Heyn, Director, Mobile & Digital Guest Experience, The Ritz-Carlton
Travis Katz, CEO, Gogobot

 

10.30 - 11.00AM COFFEE & NETWORKING BREAK

11.00 - 11.30AM A-Z ON APPS - WHO SHOULD BE INVESTING IN APPS, WHY & HOW?

  • Who should be investing in an App vs mobile site? Explore the value of apps to different travel business models across the travel landscape
  • Explore consumer behaviour and how can you encourage consumers to actively use your app
  • Effectively advertise and promote your app so that it is download and used repeatedly

Josh Martin - Chief Researcher - Application Strategies Group, Strategy Analytics

11.30 - 12.00PM UNDERSTAND HOW MOBILE IS TURNING SEARCH ON ITS HEAD

In the new mobile- enabled world, consumers no longer go straight to Google to start their travel search. Learn how to adapt your search strategy and avoid losing your customers

  • Understand the new rules of travel search via mobile. How do they differ via tablet?
  • What are the pros and cons of mobile advertising?
  • Are customers more likely to purchase from you if they start their search on a browser rather than an app?
  • Learn how to adapt your search strategy to the context and location of the customer's search query

Roberta Seiler, VP Marketing & Sales, Stayful
Kane Sarhan, VP Brand Marketing, 1Hotel

12.00 - 12.30PM PROGRAMMATIC CREATIVE LESSONS FOR TRAVEL MARKETERS

  • Leverage programmatic creative technology to get ahead of the competition
  • Programmatic creative applied to travel marketers of all sizes and budgets
  • Case Study: leverage programmatic creative technology to execute optimized campaigns
  • Discover how small to mid-sized travel marketers can operate like their own internal ad agencies

Angela Bostick, Associate Dean of Marketing and Communications, Emory University Goizueta Business School
Jonathan Slavin, Chief Revenue Officer, CPXi

 

12.30 - 2.00PM LUNCH AND NETWORKING

2.00 - 2.20PM THE DOS AND DON'TS OF SOCIAL MEDIA: HEAR CREATIVE WAYS TO ENGAGE TRAVEL CUSTOMERS

Social media is still a highly experimental and creative medium. Travel brands are entering a phase where initiatives are measurable and they can compare what went well, what didn't, and why.

  • We bring you the best trials and errors leading in to 2015 to explore and measure the good, the bad, and the ugly
  • Analyze the outstanding success of certain case studies and learn how to apply key strategies to your own campaigns

Melisse Hinkle, Head of Content and Social Media, North America, Cheapflights.com

2.20- 3.00PM DISCOVER HOW TO GET YOUR ROI IN SOCIAL MEDIA

Travel brands are now beginning to see measurable results through social media initiatives. So how are they measuring this return on investment?

  • Hear the different measurables travel brands have used in successful social media initiatives
  • Learn how travel brands have attracted business through social media campaigns and how they measured this against their investment
  • To what extent should brands be investing in social media - hear benchmark KPIs and goals which you need to be using

Robecta Ma, Partnerships and E-Commerce Manager, Cathay Pacific Airways
Alina Martinez, Global eCommerce & Online Marketing Manager, Wyndham Worldwide / RCI

3.00- 3.20PM SOCIAL DATA: AN IN-DEPTH CASE STUDY EXPLORING HOW TO GET THE MOST OUT OF SOCIAL DATA

  • How can brands migrate the data from social media channels so that they own it?
  • Explore a case study by Flight Centre Group and how are brands making the migration of customers from social to owned channels

Gregg Tilston, Global Social Media Leader, Senior Digital Marketer, Flight Centre

3.20- 4.00PM  UNDERSTAND YOUR MULTI-CHANNEL SOCIAL STRATEGY

It is important that travel brands now understand what each social media channel offers in order to meet their own individual objectives.

  • As your brand's presence can be fragmented through a number of social media channels, where should you be placing your time, energy and budget to optimize your efforts
  • Leverage the individual and unique strengths of different social media channels
  • Understand which online marketing channels are most effective to reach and convert clients, depending on which stage of their decision-making process they may be at.

Frederic Gonzalo, Marketing Consultant, Gonzo Marketing
Pleasance Coddington, Group Head of Content and Social Media, Momondo Group

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2015 Sponsor & Exhibitors
Sponsors
adobe
AdReady
Boxever
Brandwatch
Clear
Strategy Analytics
Exhibitors
Evergage
Flip-to
Regatta