2016 Conference Agenda

For speaker enquires please email gina@eyefortravel.com

Pre-conference drinks will be held in the hotel bar, May 16th, 5.00-7.00pm

Click here for the content information pack including confirmed speakers

Day 1, May 17 

8.45 - 9.45 Where Should you be Investing Your Valuable Marketing Dollars and Why?

Revenue, passenger numbers and occupancy rates are rising, but life as a travel marketer is still not easy. Hear from leading CMOs about which channels are growing and what customer communications are driving sales, engagement and loyalty in the Americas.

  • Explore the latest marketing trends that will dominate 2016, so you can position your budget for success
  • Will mergers and acquisitions continue to dominate the hyper-competitive search landscape?
  • The Caribbean, LATAM and North America - Understand which marketing techniques work where and why?

Bonnie Benjamin, VP of Marketing, Gogobot

Elena Prostova, Vice President Business Development, Miles Hospitality Marketing

Ernesto Echeverry, Director, Marketing USA, Canada & Caribbean
LATAM Airlines Group (Panel only)

Susan  Guimbellot, Vice President - Revenue & Channel Strategy, HVMG (Panel only)

Chaired by: Susan Black, Founder, Susan Black Associates LLC

9.45 -10.15 Case Study: The Magic is in the Message:  Reimagining Loyalty in Travel to Inspire Existing and New Customers

The new generation of consumers don’t value your brands, they want unique experiences. Understand how to structure and really sell your product by creating marketing that plays to the expectations of the connected traveler.

Miguel Oliveira, VP Global Digital, Wyndham Hotel Group

Whitney Smith Cripe, Senior Director, Loyalty Marketing, Wyndham Hotel Group

10.15 -10.45 Networking Coffee Break

10.45 - 11.45 Manage Your Brand Message Through Innovative Social Media and Digital Storytelling

People don’t buy into brands, they buy into a story. See why creating a personal brand message that resonates with your audience is a lasting solution.

  • Learn how to create a story around your product that drives emotion and engagement
  • How do you measure the effectiveness of surprising and delighting customers to drive marketing and life time value?
  • Explore techniques to manage real-time updates such as crisis management, important news and promotions

Doug Carrillo, Vice President Sales & Marketing, Virgin Hotels

Laura Botelho, PR Director, Caribbean & Latin America, Marriott International 

Zach Glassman, Founder, Passion Passport (presenting on behalf of Cathay Pacific)

Chaired by: Susan Black, Founder, Susan Black Associates LLC

11.45 - 12.15 What Should Your App Do in 2016?

More and more brands are realising the importance of a dedicated mobile app.

  • Get the facts on how to improve engagement with a functional app and how to balance exciting features with usability
  • Apps are molding consumer behavior, allowing for more on-demand services.  How can you capitalize on this allowing for more upstream communications?
  • Upselling services pre- and post- trip can significantly increase loyalty. Considering a customer's intent and context, how is this model working?

Glenn Stress, Director of Digital, North America, Starwood Hotels & Resorts 

Chaired by: Susan Black, Founder, Susan Black Associates LLC

12.15 - 1.45 Networking Lunch Break

1.45 - 2.15 Key Customer Engagement Tactics

Your customers are always connected, this means it is imperative to rethink how you engage and connect with them. 

  • Establish meaningful KPIs for your customer engagement strategy
  • Learn how to align your content, media and measurement strategies by audience segment
  • Uncover little known crucial engagement metrics to help understand long term customer relationships

Beth Thomas, Account Executive Travel, Industry, Google

2.15 -3.00 Inspire Your Mobile Consumer When They Are Ready to Buy Using Micro Moments

'Micro Moments' require only a glance to identify and deliver quick information that you can either passively consume or act on immediately. How can you utilize these to drive consumer engagement?

  • Anticipate micro-moments for your customers, be present when they are deciding to buy
  • Don’t just try and sell more things, make your mobile offering useful to drive engagement
  • They’re called micro-moments for a reason. Mobile users want to know, go, and buy swiftly. Learn how to make your mobile experience fast and frictionless

Susan Black, Founding Partner, Black and Wright

Rob Hammond, Senior Director, Mobile Engagement, Syniverse

Chaired by: Kim Matlock, CMO, Social Media Monthly

3.00 - 3.30 Networking Coffee Break

3.30 - 4.00 Create the Ultimate Mobile User Experience from Search to Post-Trip 

In the past year alone, websites in the US have seen 20% increase in mobile share of online sessions, but 18% less time spent per visit. How should this shape your mobile presence?

  • Understand the techniques and features you can deploy to make the mobile user experience as seamless as possible
  • Learn which content and information you should prioritize for mobile, allowing you to better allocate budget in smarter mobile-focused online marketing
  • Explore why you must ensure a smooth payment and checkout experience to accommodate new trends in booking behaviours

Shona Huang, Co-Founder & CEO, TrvlGenie

Sameer Mehra, Chief Revenue Officer, Hersha Hospitality Management

Chaired by: Susan Black, Founder, Susan Black Associates LLC

4.00 - 4.30 Case Study: The Next Wave of Digital Mobile Advertising 

Using Wall Street analysis, and insights from global internet and media research practise, find out what the future holds for travel marketing

James Lee, Global Internet and Media Analyst, CLSA

4.30 - 5.15 Get to Grips With Personalization!

How do you communicate with *Ben*? He's 34yrs old gay single male, well traveled, enjoys photography, meeting new people, sports (surfing particularly) and supports animal welfare. Take a fresh look at how your business can interact with Ben and others like him, using an innovative approach to transforming your customer communication strategy.

  • Are you missing out because you categorise your clients too broadly?
  • Learn how to maximize results by learning advanced techniques to attract and gain retention

Brett Heising, CEO & Founder, Brettapproved

Mara Dias, E-Commerce Director, Hard Rock Hotels All Inclusive Collection

Chaired by: Kim Matlock, CMO, Social Media Monthly

5.15 - 7.15pm Networking Drinks Sponsored by U.S. News

Click here for more information on speakers and content information pack 

Day 2, May 18

9.00 - 10.00 The Key Trends in LATAM and the Caribbean Shaping Market Spend

Get to grips discuss the latest trends, challenges and advancements in the LATAM market by understanding the reality of economic challenges and where do you need to invest.

  • Analyze where and what the biggest opportunities are in the travel sector by shared best practices
  • Know what political changes are creating threats and opportunities for the travel industry
  • Hear top tips used to understand your LATAM consumers and how to communicate effectively to them

Zain Richardson, Head of Marketing, Latin America & The Caribbean, Wyndham Hotel Group

Matt Cooper, CMO, Caribbean Hotel and Tourism Association

Maria Garcia Ruiz, Global Marketing Solutions, Facebook

Chaired by: Susan Black, Founder, Susan Black Associates LLC

10.00 - 10.30 An Insight into Online Marketing in Cuba

In this session, leading Cuban travel expert, Cirelda Otero, CMO, Cuba Travel Network will share some of the marketing challenges and opportunities for travel brands.  These include - 

- Cuba travel trends - how big is the market currently and how big is it likely to become? How is tourism infrastructure developing?

- Search marketing - learn how to rise to the top

Cirelda Otero, CMO, Cuba Travel Network 

10.30 - 11.00 Networking Coffee Break

11.00 - 11.45 Data Analytics for the Time-Poor Marketer

Are you accurately interpreting the success of your marketing initiatives?  Take a deep dive into data analytics to find out

Barbara Pezzi, Director, Search & Digital Analytics, Fairmont Raffles Hotels International

Chaired by: Susan Black, Founder, Susan Black Associates LLC

11.45 - 12.15 The Pros and Cons of Programmatic Advertizing

Programmatic advertising gives smaller brands the ability to reach focused potential customers and is vital for brands if they want to grow direct sales.

  • Break down the myths and learn what the true value of programmatic advertizing, ensure each campaign is aligned with your brand
  • Discuss practical tips to take the guesswork out of your advertizing campaigns, set KPIs to ensure the best possible returns
  • Evaluate your retargeting needs more segmentation and sophistication to become more effective in engaging with consumers

Billy Kramer, Head of Sales, Thunder

Chaired by: Susan Black, Founder, Susan Black Associates LLC

12.15 - 1.45 Networking Lunch Break

Marketing Insights & Influencer Marketing

1.45 - 2.05 Get Your CEO to Love Your Content Marketing 

Learn how to embed a successful approach to content marketing across your business. Delivering successful content marketing requires a different mind-set as it represents an organizational shift away from campaign marketing.

  • Learn how to achieve top management buy-in for such a strategic marketing shift and to re-organize your business units and avoid working in silos
  • Funding and partnerships - how much should you spend and with who?
  • How to harness user generated content as 95% of travelers read travel reviews prior to booking

Gian Caprini, Global Head of Digital Marketing, Expedia Affiliate Network

2.05 - 2.45 Why Analytics Should Be at the Core of Your Marketing Strategy

Are you prepared to market to algorithm native consumers? Is your brand ready to compete with data-companies? Data use and analytics are strategic imperatives for all business functions, but none so much as marketing. Let's interpret what “being known for your data" means when it comes to marketing your brand.

Discover how focusing on "what happens after the analysis" can help your team pragmatically realize the bottom line impacts of applied data use beyond reports and dashboards.
Learn a tested design approach for converting your data assets into proprietary marketing and product innovations.
See how the approach has come to life in a large, international company.

Raleigh Gresham, Director, WWS Business Traveler Experience, InterContinental Hotels & Resorts

Susan  Guimbellot, Vice President - Revenue & Channel Strategy HVMG

Chaired by: Kim Matlock, CMO, Social Media Monthly

2.45 - 4.00 Highly Effective Content Marketing as a Base for Best Practice

Content marketing isn’t a one-time, short-term campaign. It’s about continuously engaging and providing value for your customers building a valued relationship for both parties.

  • Explore how to overcome the challenges of content overload in the market
  • Learn how to personalize to increase brand loyalty through content marketing to truly understand your audience
  • Get the facts on how to leverage user generated content and encourage customers to be ambassadors of your brand
  • Case Study: Content Marketing isn't a new idea but why are you investing so heavily in it?

Mark Murphy, CEO, travAlliancemedia

Gerardo Garcia, Vice President e-commerce, Palace Resorts

Robert Patterson, VP of Content & Business Development, Inside Out Media

Ernesto Echeverry, Director Marketing USA, Canada & Caribbean LATAM Airlines Group

Chaired by: Kim Matlock, CMO, Social Media Monthly

Click here for more information on speakers and content information pack

Sponsors
Miles
Syniverse
thunder
US News
Exhibitors
flipto
TravelClick
Media Partner
CHTA