8.50am - 7.30pmDay 1: Wednesday, June 25

8.50am - 9.00am Moderator´s Introduction

• Elisabeth Osmeloksi, Director of Online Media, Zonder

9.00am – 9.30am Keynote Presentation

Understand and Optimize Along the Online Marketing Value Spectrum: From Direct to Branding and Search to Social Media

• Learn how to prioritize your marketing dollars and resources based on your particular value spectrum
• How can you build a net present value mentality for all your marketing initiatives?
• How to make the CFO your biggest advocate – strategies that will transform the relationship

• Aaron Cooper, VP Online Marketing, Orbitz Worldwide

9.30am – 11.00am Session 1

Master All Key Areas of Search Engine Marketing to Ensure Your Site´s Visibility

• SEM budget allocation: Should you focus on local search, social media search, PPC, organic search, meta-search – or something else?
• The difficulties of conquering organic search: How do you achieve a powerful return on your marketing dollars?
• According to Forrester, pay per click annual costs are up 33%:
• Does this spell the end of PPC as a cost-effective advertising model?
• Is PPC going to disappear or just change dramatically in the near future?
• What analytical tools can help you justify spending – or not spending – on PPC campaigns?
• TripAdvisor is a prime example of deploying user-generated content to dominate search engine rankings. How can you integrate user-generated content into your own SEM strategy?
• How can you utilize local search to increase traffic – and deliver high revenues?
• Get tips on measuring and monitoring your SEM campaigns

• Bowen Payson, Online Marketing Manager, Virgin America
• Narni Ilagan, Senior Account Manager, Google
• Tim Burger, Director of Internet Marketing, Hyatt Hotels Corporation
• Jason Dailey, Manager, Search Media Operations, Microsoft

• Anil Aggarwal, CEO, Milestone Internet Marketing

11.00am - 11.30amNetworking Coffee Break

11.30am – 1.00pm Session 2

Optimize Your Website to Increase Conversion Rates

• Virgin Holidays UK increased conversion rates by 25% by re-designing their website. How can you enhance website design, site performance and loading times to reduce abandon rates?
• How can you enhance the user journey with larger imagery, easier navigation and additional search options?
• According to Forrester, 43% of surfers believe shopping on travel websites has become less useful. Does your website match up to the expectations of increasingly demanding customers?
• How can you optimize your website to present the key aspects of your product and appeal to specific customer segments?
• How can you use rich-media content to enhance your website?
• What is behavioral targeting and how can you utilize it to increase conversion rates? What are the dangers in using behavioral targeting?

• Steve Pinetti, SVP Sales and Marketing, Kimpton Hotels and Restaurants
• Dena Yahya, General Manager, Onetime.com
• Robert Dawson, Chief Technology Officer, E-Site Marketing
• Yen Lee, CEO, Uptake

1.00pm – 2.00pm Roundtable Lunch Break

2.00pm – 2.30pmPresentation

How are Consumers Behaving in a Web 2.0 Environment – And How Does Social Media Impact their Buying Cycle?

• What impact do consumer generated reviews have on the customers´ decision-making process?
• Does UGC represent the missing component in the online travel buying cycle? When do consumers seek out UGC?
• What kind of metrics apply to user-generated content?
• How can you profit from consumer-generated content?

• Ken Leeder, CEO, RealTravel

2.30pm – 3.00pmPresentation

Understanding Today's Online Traveler

• How successfully is the online travel industry satisfying online travelers
• To what extent does user generated content influence travel decisions
• What is driving online travelers to find travel websites they haven't previously visited

• Diane Clarkson, Travel Analyst, Jupiter Research

3.00pm – 3.30pmPresentation

Leverage the Power of Social Media to Turbo-Charge Your Online Marketing Initiatives

• Which social media tools are most valuable to the travel marketer?
• How can you optimize UGC for marketing promotions, product development, communications, and consumer insights?
• How can you prove the value of UGC and convince senior management to invest in and support your strategy?

• Cassandra Imfeld Jeyaram, PhD, Social Marketing Manager, Global Consumer Marketing, InterContinental Hotels Group

3.30pm – 4.00pm Networking Coffee Break

4.00pm – 4.30pm Keynote Presentation:

Promote – and Protect – Your Brand in the Social Media Space

• Do you need to develop a brand-defensive strategy to protect and monitor your brand in the world of web 2.0?
• How much of your brand image is dependant on your reputation in the social media space?
• Learn from best practices for promoting your brand on social media sites
• What legal complications can arise from social media marketing?
• Ten important lessons on how you can "control the crowd"

• Randy Petersen, CEO, FlyerTalk.com

4.30pm - 5.00pmPresentation

Successfully Managing eCRM in World of Travel 2.0: How to Incorporate Social Media Initiatives into Your Strategy

• When British Airways banned surfboards, over 15,000 people protested on Facebook. How can you use social media to create a dialogue with your customers? Will you ever be able to convert talk to sales?
• Which interactive tools can best engage your customers and the deliver the level of customization and personalization they now expect?
• Is there an opportunity to turn your loyal customers into evangelists by posting their experiences and comments on social media sites?
• Is there any essential difference between user-generated content strategies for customer acquisition and customer retention?
• Potential benefits and possible pitfalls of using social media for loyalty marketing

• Dr. Natasa Christodoulidou, Ph.D, Assistant Professor of Marketing, California State University, Dominguez Hills

5.00pm - 5.30pmPresentation

How Can Travel Companies Monetize User-Generated Videos?

• Podcasting news reported that in the USA the average person watches more than 2 videos online per day. How big will online videos get?
• Understand the benefits of using video content to convey the distinctive and attractive features of your travel products to online customers
• Encourage customers to create and share relevant rich-media content by setting up an online community

• Tim Saarela, VP Marketing & Sales USA, Tripr.tv

5.30pm – 7.30pm End of Day One Cocktail Party

9.00am - 3.45pmDay 2: Thursday, 26 June

9.00am - 9.15amModerators Introduction

• John Burns, President, Hospitality Technology Consulting

9.15am – 9.45am Keynote Presentation

Bringing a Brand Campaign to Life Across all Media Channels

• How do you best connect your brand campaign to your online and offline media buying decisions?
• What is the role of a Microsite in today´s online environment and how can it be utilized in adding another dimension to the online experience?
• How can you leverage partnerships to enhance the impact of your campaign?

• Fiona Morrison, Director of Advertising, JetBlue Airways
• Michael Stromer, Director Interactive Marketing, JetBlue Airways

9.45am – 10.15am Presentation

Use Affiliate Marketing to Generate Traffic, Improve Brand Credibility and Boost Sales

• Understand why the travel industry is particularly suited to affiliate marketing
• 56% of travel companies say affiliate marketing is a cost-effective way to acquire new customers (econsultancy). How could affiliate marketing benefit your customer acquisition strategy?
• How does affiliate marketing work internally?
• How should you attract affiliate partners? What are the common problems in dealing with affiliate partners, and how do you overcome them?
• Get advice on effectively tracking your affiliate efforts
• What is the ideal window between clicking and booking?
• How do you ensure commissions are calculated correctly?

• Jennifer Jurick, Director of Affiliate Relations, Hotels.com

10.15am - 10.40amPresentation

How Can Travel Companies Benefit from Compelling and Localized Content?

• Understand the difference between dynamic, arts and entertainment content vs static travel content
• Find out how to use widgets to make an immediate impact
• Hear how to improve travel product yields with localized content
• What is the benefit of localized content to your brand and organic search engine rankings?
• Discover how to drive ancillary revenue with localized bookable content
• See why providing inspiration for the Traveler is becoming so critical in today´s competitive online market

• Anne Payne, CEO, BeDynamic

10.40am – 11.10am Networking Coffee Break

11.10am – 12.40pm Session 5

Can Mobile Marketing Really Play a Vital Role in CRM and Revenue Generation?

• More than 65% of travel marketers say mobile marketing is not cost-effective (econsultancy). Is it too soon to get involved with this new direct distribution channel?
• How much will it cost you to set up a mobile marketing campaign, and what ROI should you expect?
• How can you harness the power of mobile marketing to sell unsold inventory, get higher response rates and notify your customers of unexpected events?
• What factors will spur the growth of mobile marketing?
• What mobile marketing content will appeal to online travelers?
• Are people ever going to feel comfortable purchasing travel products via their cell phones?
• Hear how to build mobile marketing into your CRM strategies across all consumer touch points, from acquisition to retention and loyalty
• According to Telephia, 66% of people find mobile advertising unacceptable. How can you communicate to your customers via mobile without alienating them?

• Linda Anderson, VP Marketing, Red Lion Hotels Corporation
• John Diamond, CEO, ekit
• Buddy Altus, Director of Online Distribution, Avis Budget

12.40pm – 1.45pm Roundtable Lunch Break

1.45pm – 3.15pm Session 6

Hear How to Increase Your Email Marketing Sales

• Travelocity has a database of over 30 million people who are happy to receive email marketing messages. How do you grow your own email list, and turn it into a genuine selling tool?
• Has email marketing reached the end of the line? Will we see resurgences – or is your budget best spent elsewhere the online world?
• Tools and techniques for tracking email marketing and improving ROI
• How is social networking affecting email marketing – and can you usefully link the two mediums?
• In the rich-media content world of the web, how can you provide enticing email content without risking attractive display and deliverability?
• Is outsourcing email marketing more cost-effective than managing it in-house?

• Shirley Tafoya, SVP Sales, Travelzoo
• Natalie White, Director of Loyalty Marketing, Kimpton Hotels and Restaurants

3.15pm – 3.45pm Networking Coffee Break