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The 3rd annual Online Marketing, Social Media & Mobile in Travel Asia 2015 3-4 February 2015 | The Langham Hotel Kowloon, Hong Kong

Agenda

We are currently placing expert speakers for 2015's exciting line-up. To put forward your suggestions please contact emily@eyefortravel.com

Day 1 Day 2

3-4 February, 2015 - The Langham, Hong Kong

Day One

1) Keynote: The Future of the Online Travel Consumer in APAC: Consumer and Behavioural Trends 

The on-demand travel consumer dictates what, when and how they share their travel experiences.  Digital marketers are now constantly looking at measurable data on the on-demand consumer, who now in turn dictate travel brands’ strategic marketing decisions.

  • Understand how the travel consumer is evolving and the latest trends in online marketing which travel consumers in the APAC region are buying in to 
  • Hear real statistics on the value of  placing your focus on understanding your consumer 
  • Are you communicating with your audience in the way they want to be communicated with?
  • Discover the most effective way to invest in the value of Social Media and Mobile
  • Realise the value of your customer through understanding the online marketing choices available to them

Debby Soo, Vice President, KAYAK
tbc Kevin Croley, SVP Marketing, Pan Pacific Hotel Group

2) Native Advertising and the Key Ingredient: Content

Native advertising works but the right content is key: A recent comScore study reveals that 64% of users find deals and promotional content helpful when looking for trip ideas. With so many options available to your brand, how do you decide what content to deploy?

  • Intelligently engage your consumers to convert ‘lookers’ in to ‘bookers’ 
  • Overcome the challenge of balancing organic vs branded vs promotional vs user-generated content
  • Learn how best to tell your brand story
  • Digest the top mistakes to avoid in travel-content marketing
  • Content to conversion: Hear the latest tactics to effectively measure the ROI of your content marketing
  • Analyze how your consumer interacts and debate the fine line between brand advertisements being engaging vs intrusive
  • Video:  the importance of video is growing even more and more: when and where should you be using video and how 
  • TV Ad campaigns: the growing importance of visual and video and the importance of having a hybrid between performance and brand marketing

Achmad Alkatiri, Senior Community Manager, Wego.com

3) Usability & Cross-Platform Seamlessness 

The matrix of content creation blends when we consider not only what content, but for what audience, in which region, and on what kind of platform?

  • Seamlessness: Don't lose your customer: Learn how to provide a seamless cross-platform experience for the always connected traveller
  • Conversions: Gain an insight into how even the slightest adjustments to your website can increase conversions
  • Content across each platform: Understand the end to end customer experience and the role content plays throughout each step. What content is needed at each stage? What content drives conversions? What content makes people share their travel plans? 
  • Regional: Explore regional content differences: consumer trends in cross-platform researching and usability and how the behaviour of your multi-device consumer is changing in the different regions in APAC
  • Measuring: Tried and Tested: Hear the most effective and cost-efficient way to measure and track your customer across each of the platforms 

tbc Raphael Cohen, Co-Founder & CSO, HotelQuickly

4) Case Study: Rakuten Travel on Achieving a Seamless User-Experience through Cross-Platform Marketing

Rakuten’s current key focus is to give the best experience on a smartphone and a PC.  For the last few months, their perspective has changed: Mobile traffic has been growing, but the growth rate has slowed.  Not ALL is going to mobile, and much has been going to PC. Discuss cross-platform marketing as a big theme with large travel brands and how they are strategizing. 

Yoshiyuki Takano, CMO, Rakuten Travel, Inc.

5) Search and the Changing ‘Search-Landscape’: How this is affecting your bottom line

Consider how you manage your ‘Search’ strategy and the different requirements across region to region in APAC

  • Hear why is meta-search gaining so much investment and how can travel brands make the most of this in their online marketing strategies
  • Learn how to adapt your SEO strategy as keyword search faces increasing pressure with the introduction of Google Hummingbird
  • Should travel marketers invest more $$$ in Bing or does Google + hold the key to top search ranking?
  • Hear how top brand have made mobile a core feature of their search strategy
  • Will audience based optimization revolutionize the paid search industry?
  • Innovators discuss creating and curating content that will up your search performance

Andrew Wong, Regional Director, TripAdvisor

6) Explore the Most Effective Strategies in Measuring, Tracking & Analytics

“Looking at companies outside of travel may provide the most innovative examples of models to copy” suggested Nathan Clapton, VP of mobile partnerships, TripAdvisor. 

  • Learn how to effectively manage and measure your current data and what you have already collected from your customer
  • Understand your data to intelligently place your marketing budget
  • Reviews:How can you use the data you collect from reviews to influence your customer?
  • Social data: Explore the legal implications of using social media platforms to better understand your consumers and take advantage of what they publicly share (eg. Selling a honeymoon holiday to someone who has just got engaged)
  • Hear the most effective ways of aligning big data and analytics with your content, to use it for cross-selling and upselling
  • Collecting data effectively not just on tablets/laptops/mobiles but other data transmitting tools – NFC, beacons etc, and how they can interact with the customer when they are most likely to make a purchasing decision

7) Personalisation & Location Technology in Online Marketing

  • Use data to intelligently to analyse where to prioritise your marketing focus
  • Explore how the smartest marketers are re-engaging the customer with personalized retargeting
  • What are the opportunities to better customize the message in terms of location of the customer? Debate – what is too invasive?
  • Learn how to use data to better serve customers and deliver more value and explore the ‘untapped’ potential
  • Understand how to develop a personalised web experience to target the hesitant consumer and encourage brand loyalty
  • What are the latest technologies: Bluetooth Low Energy (BLE) and the advent of iBeacon - how can travel marketers further personalise the travel experience?

 

Day 1 Day 2

 

Day Two

8) Keynote: Mobile First: Discover what is fuelling the explosion of Mobile Marketing in Asia  

  • Players: Explore the changes mobile-centric travel brands are making and how this will affect the rest of the travel landscape
  • Consumer behaviour: Hear the changes in consumer behaviour in APAC which is encouraging travel brands to reassess their mobile strategy 
  • Mobile conversions: Understand how the mobile payment landscape will evolve and how new technology has turned mobile into a key conversion tool
  • Last minute bookings: Master the last minute segment with intelligent app design
  • Regions: Explore the differences in Mobile Usage &statistics in Hong Kong, Singapore, Indonesia, Thailand, China, India and Australia
  • Budget: What % of your budget should be given to mobile?

Jonathan Ye, Social, Mobile & Emerging tech, Starwood
Moritz Mayrhofer, Head of Product, BeMyGuest - Tours & Activities
Steven Pang, MD China, Skyscanner
tbc Ryo Umezawa, CEO, Hailo

9) How Mobile and Social Media are Fuelling The Success of Disruptive Business Models and How you can cash in on this too

 Disruptive business models including P2P are winning with travel consumers, as they present personalization, flexibility and authenticity.  AirBnb for instance sees mobile driving 26% of its traffic as it provides an easy online buying experience.  

  • Does mobile hold the secret to social ROI?
  • Consider the implications of Mobile design which will incorporate these important trends of simplicity, seamlessness, personalization (data collection), ease of use & payment platform
  • The big question:  How can each player (hotels, airlines, OTAs etc) leverage the success of disruptive business models

Tomas Laboutka, Co-Founder & CEO, HotelQuickly

10) What Types of Travel Companies Need an App? 

As China's connected device market continues to grow at a breathtaking pace, so does app usage.  Research suggests that 25% of people in APAC only use an app once, and 80% of people use an app under 10 times.  Mobile Marketing Statistics (2014) however says that (in April 2013 Update) App usage (80% of time) dominates browsers in mobile usage

  • 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
  • Case Study: Qunar latest smart app

Jenna Qian, Deputy General Manager, Qunar

11) Case-Studies on Engaging Through Social Media  

  • Compare and contrast the differences in social media initiatives across different regions in APAC
  • Innovative engagement tactics to build a relationship with your consumer 

12) Real Conversions in Social Media:  APAC’s Hottest Social Media Platforms in the  Boxing Ring

Explore the value of free Social Media channels with ‘paid-for’ channels.  Discover how you can have the optimal strategy.Can SM really drive revenue to hotels, airlines, cruises, car hire and more? How?  How will this role exist in the future? And how is this measurable?
Facebook, Twitter, Instagram, WeChat, Line:  They all have new products which promise your brand a marketing revolution. Where should you choose to invest? Hear how they answer these questions:
Smartphone and tablet penetration is rapidly increasing. People love to share their travel experiences on the move and a mobile-enhanced social media strategy could be crucial to creating a buzz about your destination/resort or travel experience.

  • How do you encourage travelers to share their experience in-destination?
  • Does mobile hold the secret to social ROI?
  • Learn how to use the features of a smartphone to boost social engagement via mobile
  • Shake up your marketing strategy with micro-videos: Vine, Instagram, Snapchat - the travel marketer’s best friend?
  • How can a brand using a social media mobile app apply activities to gain revenue?
  • How can a travel brand increase brand awareness through your platform?
  • How can your platform improve a brand’s search rankings?
  • How does your platform promote the individual travel brand’s app or website?
  • How will your platform optimize bookings?
  • How can travel brands measure this?
  • Reviews: How to Use these to Influence the Consumer

13) China Focus:  Current Social Media and Mobile Trends in China and Where you can Make Money! 

China still presents an extremely profitable business case for travel brands in and around APAC.  Not only is it due to the profitable Chinese consumer, but also because of the highly fragmented marketing channels and opportunities to reach the Chinese travel customer.

  • The move from offline to online:  Discover how you can profit from China’s move from largely offline in the past, to online and the influence of mobile in this
  • P2P sharing in China is increasing: The majority of Chinese travellers are at the ‘early stages’ of travel in that they go on group tours and are ‘first-time’goer’s.  As the younger generation have adopted the Western lifestyle, products such as Cars like UBER in China and AirBnb are becoming increasingly more popular.  Why is this and how can your travel brand capitalise on this trend?
  • Social: WeChat vs RenRen vs Weibo: who is the number one social platform in China for travel brands and why?  What platforms have the most chances of making your brand’s marketing initiative go viral and how?
  • UGC in China:  What kind of content do Chinese consumers like the most and what kind of content do they like contributing the most? 
  • The Price Sensitive Chinese Consumer: hear cultural trends which travel brands can capitalise on

tbc Joanna Zhu, Social Media Marketing, Airbnb

14) The Future of Consumer Technology - Trend-Spotting: Wearables, Google glass & Augmented Reality

 Evolving technology & consumer expectations are fuelling the advancements of innovations such as Google glass.  Marketing is required to be not just always ‘on’, but always responsive and relevant to the consumer’s desire for marketing that cuts through noise with pinpoint delivery
Over the next few years we’re likely to see the consumer experience radically integrated across the physical and virtual environment.  NFC is also gaining huge traction.

  • How can OTAs, hoteliers, airlines and cruises make the most of this upcoming trend and marketplace? 
  • Who is leading the space in innovation and what are the results from case studies where these innovations have been deployed?
  • The latest technology trends in other parts of the world – how are travel brands in the West deploying such technologies and what have they learned?

Shubhodeep Pal, Vice President, Products and Operations, SimpliFlying

 

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