Digital Travel Summit EU 2019
25 - 26 June, 2019
Twickenham Stadium, London
+ 44 (0) 207 368 9573
Day 2 - 26th June .2019
8:00 am - 8:45 am Registration & Welcome Coffee
8:00 am - 8:45 am Women in Travel Networking Breakfast
8:45 am - 8:50 am Welcome Remarks
8:50 am - 9:00 am Chairperson’s Opening Address
9:00 am - 9:20 am KEYNOTE: What are the digital innovations that are most likely to disrupt the way you deliver products and services to your customers in the future?
Daniel Reed - VP of Merchandising, Expedia• Pushing the boundaries: How to elevate the customer experience from using voice search and real-time messaging
• How technology is allowing brands to mix digital engagement with the real world experiences
• How out of the box thinking that will drive the next wave of eCommerce growth
9:20 am - 10:00 am ALL-STAR PANEL: Which emerging digital innovations are currently delivering business results and should be factored in your investment plans?
Rufino Pérez Fernández - Chief Operations Officer and Global Transformation Leader, NH Hotels Takafumi Maruyama - Director Web Sales, Japan Airlines Gilles Delattre - VP, Digital Transformation, Luxair Liu Wei-Chun - Co-Founder and Executive Vice President, KKday• Pushing the boundaries: How to elevate the customer experience from using voice search and real-time messaging
• How technology is allowing brands to mix digital engagement with the real world experiences
• How out of the box thinking that will drive the next wave of eCommerce growth
10:00 am - 10:30 am OXFORD STYLE DEBATE: Are the OTA's the biggest challenge to a hotel's pricing strategy? – Agree / Disagree
Fully engage with the most contentious and divisive issues currently facing your industry. Sit back and witness industry leading figures pitting themselves against each other in a battle to deliver the knockout argument. Then, continue the debate in your own small roundtable groups until you reach a majority viewpoint. Will you reconsider your position? And will you walk away with a fresh mind-set and better prepared to take on this key conundrum?
10:30 am - 10:50 am INSPIRATIONAL DISTRUPTOR KEYNOTE: Disrupt or be disrupted: What you can learn from one of the greatest business disruptions of our time, and where will the next industry disruption come from?
Kelly McConville - Head of Content & Social Media, UberThe importance of human connection in the digital age and how Uber are positioning themselves to respond to their digitally savvy customers and expand their enterprise in both developed and emerging markets.
10:50 am - 11:20 am Morning Networking Break
DIGITAL MARKETING STREAM – Mastering Measurement & Attribution
11:20 am - 11:40 am CASE STUDY: Looking beyond the last click - How can you leverage multi-touch attribution techniques to evaluate campaigns across multiple platforms and better manage the booking process? Jose Luis Aranda - Global Digital Marketing Director, Meliá Hotels• How to bridge the gap between acquisition and retention
• How to pull acquisition data to influence growth and retention
• How to keep the funnel fed, without forgetting to understand what is driving the highest value not just the highest volume
DIGITAL MARKETING STREAM – Mastering Measurement & Attribution
11:40 am - 12:00 pm CASE STUDY: How to develop a more accurate attribution model to optimise previously ignored channels that contribute to conversion Julien Lechat - eAcquisition Director, Digital Marketing, Air France• Considering the unique needs of your business first and foremost
• Creating a sustainable model that is robust and customer focused
• What KPIs define success for each channel?
eCOMMERCE STREAM – Leveraging Digital Innovations
11:20 am - 11:40 am CASE STUDY: How to seamlessly link your digital marketing activities with your eCommerce offering to remove friction for your customers Sebastien de Bandt - Country Manager, Americas & Asia, Trainline• What are the main organisational challenges and how to overcome them?
• How to integrate a new approach without affecting customers
• How to take advantage of working with partners that can guarantee a seamless customer experience when booking and maximise conversions
eCOMMERCE STREAM – Leveraging Digital Innovations
11:40 am - 12:00 pm CASE STUDY: How to structure digital teams and create a culture for innovation to accelerate your digital transformation Alessandro Casellato - eCommerce & Digital Director, Costa Cruises Simone Arecco - Head of Digital Customer Experience, Costa• Embracing disruptive technologies and structuring your team to harness innovation
• How to create a digital culture and identify the latest travel trends, opportunities and technologies
• How you can adopt start-up agility to embrace change and responding quickly to opportunities as they arise
CUSTOMER EXPERIENCE STREAM – Being Creative With Content
11:20 am - 11:40 am CASE STUDY: How to leverage your in-house creative team and external partners to deliver killer content that truly engages your customers Roel Verhagen - Head of eCommerce, Eurail.com• How to work with your in-house team to develop amazing content that resonates and engages your customers across all digital touchpoints
• How to use the art of narrative to inspire and connect with your customers
• How to leverage data, innovation and technology to make your creative campaigns even more meaningful and relevant to your customers
CUSTOMER EXPERIENCE STREAM – Being Creative With Content
11:40 am - 12:00 pm CASE STUDY: How to adapt centrally developed social inspirational campaigns for local audiences around the world Mila Minic-Massey - VP of Customer Engagement-Platform, Disney Parks, Experiences and Products• How to manage social media campaigns across multiple countries and regions
• Tone of voice: Finding how to speak to different audiences
• How to create content that reflects your brand´s values and personality, as well as encourages conversation through the campaign
• How to interact with your customers on social channels and capture user generated content to tell the stories that resonate with your brand identity
INTERACTIVE STREAM – Working Groups
11:20 am - 12:20 pm SYNERGY WORKSHOP: How to build data models that accurately analyse your multi-channel marketing campaigns and identify the best performing channelsDIGITAL MARKETING STREAM – Partnering With Brand Ambassadors & Social Influencers
12:00 pm - 12:20 pm CASE STUDY: How to establish which social influencers are best to partner with and measure the effectiveness of their campaigns Cathy Thomson - Global Head of Customer Experience, Hostelworld• How to tailor content styles and formats for the device you expect it to appear on
• How to nail your influencer marketing strategy and design an influencer strategy that ties back to your brand promise
• How is the role of the influencer is evolving
DIGITAL MARKETING STREAM – Partnering With Brand Ambassadors & Social Influencers
12:20 pm - 1:00 pm PANEL: How can you align your brand and direct response strategies on Instagram and Facebook at scale to maximise ROI? Juan Agundo - Director of Product Management, eDreams ODIGEO Nick Cooper - Head of Market UK, HolidayPirates Cathy Thomson - Global Head of Customer Experience, Hostelworld• How Airfrance are using blockchain technology
• The top 5 ways blockchain is disrupting travel and how you can leverage it to keep ahead of the competition
• What it is like leaving the GDS system
eCOMMERCE STREAM – Blockchain
12:00 pm - 12:20 pm CASE STUDY: 5 ways Blockchain will disrupt the travel industry and what you need to do now to ensure you leverage its full potential Iris Taguet Zintl - Blockchain Program Lead, Air France-KLM• How Airfrance are using blockchain technology
• The top 5 ways blockchain is disrupting travel and how you can leverage it to keep ahead of the competition
• What it is like leaving the GDS system
eCOMMERCE STREAM – Blockchain
12:20 pm - 1:00 pm CASE STUDY INTERACTIVE: How Blockchain Solves Today in Travel resulting in Open innovation Pedro Anderson - Chief Executive Officer, Winding Tree
Industry specific facilitated discussions – 25 mins per table, max 10 people per table
CUSTOMER EXPERIENCE STREAM – Industry Innovation Exchange
12:00 pm - 12:20 pm DRILL DOWN ROUNDTABLES: Your opportunity to tackle challenges and opportunities you face with your peers: Gregory Baillet - Head of Product, Brussels Airline Pelayo Pando - Director of e-Commerce Business Development & Market Strategy, NH Hotel GroupRoundtable 1: Airlines - Gregory Bailley, Head of Product, Brussels Airline
Roundtable 2: Hotels - Pelayo Pando, Director of e-Commerce Business Development & Market Strategy
NH Hotel Group
Roundtable 3: Car Rentals
CUSTOMER EXPERIENCE STREAM – Industry Innovation Exchange
12:20 pm - 1:00 pm DRILL DOWN ROUNDTABLES: Your opportunity to tackle challenges and opportunities you face with your peers: Marco Ottaviani - Head of CRM and Customer Activation, MSC Cruises Isha Mehla - Product Owner, Travix Yasunori Inukai - Director, Digital Business, Experiences & Consumer Products, Disney ParksRoundtable 4: Cruises - Marco Ottaviani, Head of CRM and Customer Activation, MSC Cruises
Roundtable 5: OTA - Isha Mehla, Product Owner, Travix
Roundtable 6: Theme Park - Yasunori Inukai, Director of Digital Business, Disney Parks & Resorts
INTERACTIVE STREAM – Working Groups
12:00 pm - 1:00 pm SYNERGY WORKSHOP: How to effectively combine disparate structured and unstructured data sets to achieve better quality intelligence on your customers1:00 pm - 2:00 pm Networking Lunch
1:00 pm - 2:00 pm Invite-only Executive Lunch Discussion: How to deliver meaningful rewards in your loyalty program
DIGITAL MARKETING STREAM – Perfecting The Art of Storytelling
2:00 pm - 2:20 pm CASE STUDY: How to use storytelling to create an emotional connection with your customers Richard Alan Reid - Executive Creative Director, Buzzfeed• How to navigate the complex, local social media arena, understand how each platform can serve to boost local sales and predict consumer trends
• How to use storytelling as a means of engaging customers and encouraging traffic to your site
• How to align yourself with the right brands and optimise partner relationships with story telling
DIGITAL MARKETING STREAM – Perfecting The Art of Storytelling
2:20 pm - 3:00 pm PANEL: Treating your customers as collaborators: How can you repurpose user-generated content to create cutting-edge storytelling campaigns David Irvine - Chief Technology Officer, enaviga Andreas Koukas - Global Head of Marketing & eCommerce - EMEA, Luxury Division, Hilton• How to integrate user generated content into your marketing plan
• What factors, risks and things to avoid when choosing UGC
• How to create cutting edge stories that engage your customers
eCOMMERCE STREAM – New Frontiers in Voice Engagement
2:00 pm - 2:20 pm CASE STUDY: How conversational technology is transforming the way travellers search and how can you leverage it to keep pace with this trend David Low - Head of Alternative Channels, Skyscanner• How voice search will change the future of travel as we know it
• Does your audience prefer text, images, video or audio?: The importance of understanding your audience
• How to make sure that your chat bot comprehensively answers questions your audience is asking
eCOMMERCE STREAM – New Frontiers in Voice Engagement
2:20 pm - 3:00 pm CASE STUDY INTERACTIVE: What can voice analytics tell us about changing customer behaviour and how can you use it to convert sales? Frippe Stenberg - VP Brands, Customer Journey, Digital Development and Innovation, Scandic Hotels• How using voice analytics can help you to better understand the tastes and behaviour of your customers
• How Scandic Hotels have used innovation to compete with bigger players and grow their customer base
• What trends are we seeing in voice search and what does this tell us about the future of travel
Frippe Stenberg
VP Brands, Customer Journey, Digital Development and InnovationScandic Hotels
CUSTOMER EXPERIENCE STREAM – Achieving Next Generation Customer Support
2:00 pm - 2:20 pm INTERVIEW: Evaluating the latest innovations in customer support technology to determine which is best suited to serve your customer needs Liu Wei-Chun - Co-Founder and Executive Vice President, KKday• Understand what specialist tech is available to support customer demands and which is best for your business
• What considerations should be made when evaluating the latest innovations in customer support tech
• How KDAY is using technology to stay ahead of its competitors in a highly competitive landscape
CUSTOMER EXPERIENCE STREAM – Achieving Next Generation Customer Support
2:20 pm - 3:00 pm CASE STUDY INTERACTIVE: The Digital Strategy that has transformed Meliá Hotels International to reach Spain´s top 10 most influential IBEX 35 companies on social media Santiago Garcia Solimei - Global Director of Social Media, Meliá Hotels International• The impact of Social Media in today´s digital traveller
• How Meliá has implemented a ‘social first strategy’
• The use of influencers and user generated content as key part of it´s brands ‘messaging
• Use of social media content in other digital platforms and the offline space
• Humanizing the company through an internal Digital ambassador program
• The role of a Social CEO and the path to the creation of a social culture
INTERACTIVE STREAM – Working Groups
2:00 pm - 3:00 pm PLATFORM WORKSHOP: How to leverage one platform to streamline your content, commerce and personalisation processes and achieve operational efficiencies3:00 pm - 3:30 pm Afternoon Networking Break
3:30 pm - 3:50 pm KEYNOTE: What can behavioural science teach us about how to engage the modern day traveller?
Sam Tatam - Behavioural Strategy Director, Ogilivy• Understanding customer behaviour and the best way to interact with your customers in the modern digital era
• How understanding the science can help you influence behaviour and secure more bookings
• What consumer trends are we seeing and what buying behaviour can we expect to see in the future
3:50 pm - 4:30 pm CRYSTAL BALL PANEL: Which new trends will transform the travel industry in the next 5 years, and how can you best position your business to take advantage?
Dr Simon Moore . - CEO and Chartered Psychologist Innovationbubble, Behavioural Strategy Agency Finnbar Cornwall - Industry Head, Google Thierry Guiraudios - VP, New Technology & Disruption, Louvre Hotels Peter Evans - Chief Operating Officer, Surf Air Erdinc Ugurlu - VP, Business Solutions, Pegasus Airlines Charles Kremer - Program Director, IRT SystemX Research Institute Simon Separghan - Head of Customer Contact, RBS
Dr Simon Moore .
CEO and Chartered PsychologistInnovationbubble, Behavioural Strategy Agency
4:30 pm - 4:50 pm INSPIRATIONAL KEYNOTE: How to set up a presence and unlock new revenue streams in the World’s fastest growing market – China
David Low - Head of Alternative Channels, Skyscanner• How do Chinese consumers behave, what technology consierations should you make when looking to enter the Chinese market
• Which partnerships should you form with local agents and how can best understand local market trends
• How to navigate the complex, local social media arena and understand how each platform can serve to boost your booking s
