Day One

Keynote - Presentations and Panel

A Changed Audience - Your customer's travel purchasing behaviour is changing. What are you doing to adapt your marketing strategy?

There's no doubt that the rapidly changing macro-economic environment has had a profound effect on travel consumer behaviour across Europe. This complied with the arrival of a 'new marketing age' where consumers are more informed than ever and increasingly seek relationships with companies, mean that your customers are now looking at your product and services through new lenses.

• With the biggest challenges come the biggest opportunities. Understand how the most savvy travel companies are adapting their marketing strategy to retain existing customers, acquire new customers and gain market share
• Analyse the current European competitive landscape. Which travel companies are 'successfully' engaging their customers and riding through the downturn? What insights does this give into current European consumer behaviour?
• Ensure you are fully up to speed with the latest trends in consumer behaviour, when it comes to purchasing travel online and offline.
• Understand which factors - price, destination, online booking capability etc are having the most impact on travel spend and analyse where you should concentrate your marketing efforts
• What role does engagement marketing play in the new marketing age?

• Jesper Palmqvist, Director eCommerce - EMEA | APAC, Wyndham Hotel Group
• Ghislain d'Auvigny, Commercial Director, Pierre et Vacances Group
• Krista Pappas, Global Head of Business Development - Bing Travel - a Microsoft Company
• Andrew Pozniak, Head of Travel - Emerging Europe, Middle East and Africa, Google Inc

Networking Coffee Break

Presentations and Panel

The New Social Media Landscape - What role does social media play in the marketing mix?

It's no longer a question of if Social Media and User-generated content will impact your business it's how. According to a recent survey by Adobe “Over 90 percent of respondents are planning to invest in new rich media and social networking technologies to ensure their brands and products stand out on the Web”. Ensure your company does not fall behind.

• Examine the rise in the importance of social media and user-generated content as a cost effective way to increase brand awareness and customer dialogue
• Where does social media and user-generated content fit into the marketing mix?
• With so many different social sites how can you identify where your target audience is?
• Will we see mass consolidation in the social media arena? Will the large OTAs continue to buy social media companies? What are they actually buying? Traffic? Brand? User-Generated Content?
• Why does TripAdvisor dominate the landscape? And why is there so little traction in travel-specific social media companies?
• Why has Twitter caused such a buzz and is it worth all the fuss?
• How do you decide what social media can do for you commercially, culturally and from a brand perspective?

• Sandra Leonhard, Director of Web Strategy, TUI
• Thorvald Stigsen, CEO, Momondo
• Martin Verdon-Roe, Director of Sales, Europe, TripAdvisor

Networking Lunch Break

Case Study and Discussion

Measure the Return on Your Marketing Spend - Understand How to use Marketing Analytics Tools Effectively

At this crucial time, identify the holes in your marketing strategy and avoid leaking value marketing Euros down the drain.

• How do you put analysis at the core of your marketing strategy?
• Get expert advice on measuring your performance to ensure all parts of your marketing campaign are delivering optimal return on investment
• How can you use data analytics to enhance your customer experience across all your customer touch points?
• Web analytics - are you taking full advantage of the simple, free tools available to measure online performance?
• Where a reliable metric is not in place, how can you decide on the effectiveness of a particular marketing tool?
• Is true marketing accountability attainable? Make sure you are getting the right level of return on every marketing euro you spend

• Barbara Pezzi, Director Web Marketing & e-Commerce - Swissotel Brand, Fairmont Raffles Hotels International
• Terry Kane, Director of Digital Strategy, Jumeirah

Networking Coffee Break

Case Study & Discussion

Improve the Performance of your Email Marketing Campaigns

In this hectic email marketing landscape, it's still very important to send precise emails that resonate strongly with your readers. This means never overlooking any aspect of your campaign.

• Email marketers need to be more targeted and relevant than ever as they continually strive to stand out. Consider how to balance design vs. audience needs
• Understand how to use site navigation as part of your email design to keep the user experience consistent from email to website to checkout
• Focus on transactional messaging and driving traffic to your web site
• Understand how email can be used to drive social media campaigns
• Nearly 9% of European customers read emails via mobile devices. Ensure your emails are 'mobile friendly'

• David Oliver, Director, Marketing Programs, Hertz Europe
• Amélie Bourgeois, Direct Marketing Internet Director, Disneyland Paris

17.30 - 19.30 Networking Drinks Reception

Relax and network over a drink after an information-packed first day

Day Two

Keynote - Presentations and Panel

Making your marketing budget work harder - Get the greatest ROI on your marketing spend

Your marketing budget is being scrutinized like never before and yet the pressure to deliver results is even higher. It is essential that every cent of your marketing spend proves its worth - relying on gut instinct is not enough. Our expert speakers will show you what really works and what doesn't - saving you valuable time, money and resources. This session alone will justify your attendance at the conference!

• In this year of value - understand how to evaluate and assess the true worth of every marketing Euro you spend
• How can you maximise the impact of a limited budget?
• Measuring true ROI - take a hard look to define what goals you want to reach and avoid getting distracted along the way
• Balance offline vs. online marketing strategies - are both still needed? How can they effectively fuel each other?
• Email marketing, online advertising, search etc which media vehicles can you use to add the most value?
• Which new trends are worth integrating into your marketing mix and which should you approach with caution?
• How can you make your presence on the web more meaningful? What new technology is available to cut out the noise and ensure you're communicating effectively with your customers?

• Danny Barrasso, Director eCommerce Services, EMEA, Hilton Hotels
• Niki van Wijk, VP e-Commerce, transavia

Coffee break

Presentations and Panel

Understand the Importance of Integrating Local Content into your Online Marketing Strategy

Events, restaurants, attractions, nightlife - just some of the reasons why travel consumers choose to go to a specific destination. How can you integrate and leverage such local content to improve SEO, convert traffic and ultimately increase revenues?

• Analyse what local content is relevant to the customer in relation to their decision to book a certain holiday
• Inspirational content - how can you leverage local content to inspire your customer and increase traffic and conversions?
• Hear how you can use a combination of tools such as geo-data, social networking, user-generated content to inspire the customer
• Integrate local content into the research and booking path - how does this work? What results can be gained through integration?
• Geo-Content - how can advances in online mapping techniques based around the destination drive quality traffic to your site and boost conversions?
• SEO advantages - use local content to jump up the search rankings
• Which third party sites such as DMOs or social, or community sites can be leveraged to add valuable content and to achieve your revenue and conversion goals?

• Ines Verburgh, E-commerce Distribution Manager, VisitBritain
• Richard Verhoeff, Director e-Commerce, Center Parcs Europe
• Jared Salter, Founder, Joobili

Lunch break

Spotlight on Loyalty - Success Story

• Improve customer retention rates through devising the right loyalty strategy to suit your customers
• Understand how to overcome the challenges of moving from a localised to a globalised loyalty programme across multiple brands

• Cedric Gobillard, SVP Direct Sales, Accor

Networking Coffee Break

17.00 End of Conference