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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

 

Chairman of the event: Simon Trilsbach, Vice President APAC, Socialbakers.com

Day One

Keynote & Panel Discussion: Consumer and Behavioural Trends of the Changing Online Travel Consumer in APAC

As tablets and smartphones accounted for most of the growth in online travel in the first half of 2014, we explore the regional differences of the online travel consumer across APAC and how mobile and social media will impact how your product is sold.

  • Gain a deeper understanding in to how your consumer engages with your brand
  • Discover the different regional consumer trends which will get your consumer to your digital front door
  • Explore how travel brands are changing in the online travel landscape and how this has affected consumer behaviour

Ross Veitch, CEO & Co-Founder, Wego.com
Simon Fiquet, Industry Head, Travel APAC, Google
Oliver Hua, Managing Director, APAC, Booking.com

How the Millennial Traveler in APAC Will Shape the Travel Industry During the Next 5-10 Years

Over the next decade, Millennial Travellers (born between 1980 and 1996) will enter thier peak earning and spending years, creating a tremendous opportunity for the travel industry. With approximately 60% of the world's Millennials residing in Asia, this makes the opportunity even more important for travel brands in the APAC region.

  • Learn exactly how the Millennial is shaping the travel industry during the next 5-10 years
  • Discover how brands can optimize product and distribution for Millennials’ shopping behavior
  • Explore APAC specific data on how travel brands can craft end-to-end travel experiences that match Millennials’ preferences

Abhiram Chowdhry, VP and MD, Hotels.com

The Content Session: Native Advertising works but Content is Key

86% of travel consumers view 10+ images per website visit. As media consumption is 30% higher on mobile than on desktop, this means that the content must be available on mobile.

  • Hear the top trends in content marketing which convert ‘lookers' in to ‘bookers'
  • Overcome the challenge of balancing organic vs branded vs promotional vs user-generated content
  • Case studies on Native Advertising: explore analysis of consumer interaction and debate the fine line between engaging & intrusive
  • Visual & Video:  the popularity of video is still growing: when and where should you be using video and how

Kei Shibata, President & CEO, Venture Republic

Tell your brand story & YOU VOTE for winner of APAC'S ‘Brand Story' Competition

Travel brands need to be everywhere if they plan on winning the consumer. Leonardo Worldwide Corporation found that travel shoppers visit 25/30 sites before buying. McKinsey & Co's 2014 research found that, “the consumer's experience with brands are set to become even more intense and defining. That matters profoundly because such experiences drive two-thirds of the decisions customers make, according to research by our colleagues; prices often drive the rest.”

  • Learn how to make sure your brand story grabs attention, inspires action, is shared and most of all, remembered
  • Content vs price? Explore how can you create content which will help consumers buy in to your brand story and choose you, despite the cost
  • Top 3 travel brands in APAC: ‘Tell your brand story' 2015: hear EyeforTravel's top 3 brands deliver exactly how they engage and inspire action. LIVE VOTE for the winner of 2015's award!

Antoine Peigner,Head of Digital Asia Pacific Hub, Air France KLM

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Usability & Cross-Platform Seamlessness

Online marketers in APAC have a more complex role than in any other region across the globe. We consider not only what content, but for which audience, in which region, and through which of the many different channels?

  • 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
  • Case-study Rakuten Travel:  Achieve a seamless user-experience through Cross-Platform marketing

Debby Soo, Vice President, KAYAK
Yoshiyuki Takano, CMO, Rakuten Travel, Inc.

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

Use Social Media to Create Excellent Customer Experiences and Loyalty that will Differentiate your Brand from the Competition

  • Explore examples of how to create excellent customer experiences that leads to genuine loyalty in the age of social media
  • Discover specific tactics for social customer engagement and how to measure their ROI
  • Learn the importance of building a more genuine & sustainable loyalty program to create ultimate success

Andy Chang, Director of Digital Marketing, Asia Pacific, Hyatt Hotels

Real Conversions in Social Media: APAC's Hottest Social Media Platforms in the  Boxing Ring

2015 onwards see social media channels evolving to offer paid-for products. But can SM really drive revenue to hotels, airlines, cruises, car hire and more? Discuss how this will exist in the future and debate:

  • Does mobile hold the secret to social ROI?
  • How can a brand using a social media mobile app apply activities to gain revenue?
  • Which social media platforms are most effective for brand awareness?
  • How can your platform improve a brand's search rankings?
  • How will your platform optimize bookings?
  • How can travel brands measure this?
  • Reviews: How to Use these to Influence the Consumer

Simon Trilsbach, Vice President APAC, Socialbakers.com

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Day Two

Keynote & Panel Discussion: Mobile First! Discover what is fuelling the explosion of Mobile Marketing in Asia

Mobile in APAC is still on the top of most travel brands' agendas.  Explore the landscape to benchmark your strategy and align it with the current trends, which will secure your profitable customer.

  • 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
Ryo Umezawa, Managing Director, Hailo

Mobile and Social Media are Fuelling The Success of Disruptive Business Models: Discover How Other Travel Brands can Profit from this Trend

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

A-Z on Apps - Who Should be Investing in Apps, Why & How?

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
David L. Yong, Head of Product, Expedia

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

Raphael Cohen, Co-Founder & CSO, HotelQuickly

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Personalisation & Location Technology in Online Marketing

  • Explore how the experts  are re-engaging the customer with personalized retargeting
  • Hear how travel brands can synchronise customised messages with location
  • Explore the ‘untapped' potential of your customer by using data for better service and to deliver more value
  • Encourage brand loyalty and target the hesitant consumer by developing a personalised web experience
  • Use the latest technologies (Bluetooth Low Energy (BLE) and the advent of iBeacon) - to further personalise the travel experience

Michael Hanna, Marketing Director, APAC, Criteo

China Focus: Marketing inbound vs. outbound travel and how travel brands can establish their footprints in China

Part 1: China's outbound vs inbound travel market

  • The price-sensitive Chinese travelers vs. the experience-centric western travelers
  • China outbound market: Chinese consumers have quickly moved from offline to online, increased P2P sharing in China (increasing popularity of local version of Uber and AirBnB)
  • China inbound market: Whilst majority of the attention nowadays are focused on the Chinese outbound market, China inbound traveling is an unique untapped market

Part 2: How travel brands can establish their footprint in China

  • The Chinese outbound market is extremely local. Foreign brands would need to learn how to work with the locals. This means adapting to the taste of Chinese consumers and utilizing marketing channels such as WeChat, Renren, Weibo
  • The Chinese inbound market is extremely local too. To bring foreign visitors into China, travel companies use the same marketing strategy and channels that they do best at: Facebook, Twitter, Google+, etc. Service delivery by local partners creates marketing and operational complexities that may be difficult to navigate

James Tan, Chief Operating Officer, Jetbay

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.

  • Who is leading the space in innovation and what are the results from case studies where these innovations have been deployed?
  • How can OTAs, hoteliers, airlines and cruises make the most of this upcoming trend and marketplace?
  • 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

Download the Full Event E-Brochure

Receive more details straight to your inbox, including deadlines to book your discounted tickets.

Day 1 Day 2 Back To Top