Digital Travel Europe 2017

June 27-June 28, 2017

The Tower Hotel, London

Contact Us: 44 (0) 207 368 9332

Day 2

08:00 AM - 08:45 AM Morning Refreshments and Networking

08:45 AM - 08:50 AM Opening remarks from the Chairperson

Elliott Pritchard, Online Marketing Director, Avis Budget Group International

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Elliott Pritchard

Online Marketing Director
Avis Budget Group International

08:50 AM - 09:25 AM FIRE SIDE CHAT: Rethinking travel distribution and collaboration- what is the future for Airbnb?

Elliott Pritchard, Online Marketing Director, Avis Budget Group International Olivier Grémillon, Managing Director, EMEA, Airbnb
  • Where does Airbnb see the future of the sharing economy moving to?
  • How is hospitality collaboration going to change and how will this impact the travel landscape
  • How are Airbnb adjusting and evolving to match this change?

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Olivier Grémillon

Managing Director, EMEA
Airbnb
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Elliott Pritchard

Online Marketing Director
Avis Budget Group International
  • How to get your customers to book again- practical examples of what actually works
  • Identifying the role of the OTA and supplier in customer engagement and making the most of both parties expertise
  • How can you give your customer the VIP experience and something that is less transactional?
  • How does mobile fit into developing the long term customer relationship?

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Luca Graf

Head, Online Sales Products & Services, Head of Online Sales, SWISS
Lufthansa Group Hub Airlines
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Lars Sande

SVP, Sales & Distribution
Norwegian Air Shuttle
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Mike Hoyles

Director, Global eCommerce, Marketing
Four Seasons

The Customer Experience of The Future

10:00 AM - 10:20 AM The lines between travel search and eCommerce are blurring - how can your web experience keep up?

Richard Harris, CEO, Intent Media , ,
  • Why are companies like Google and TripAdvsior helping with transactions?
  • Why should you think of your site like a search engine?
  • How can you use data to unlock the full value of every user on your website?
  • Is it possible to know whether or not a user is likely to book in a given session - and what would you do with that information?
  • How can you give every user to your site the experience they’re looking for - without a loyalty program?
  • How can you align your business model with the way people are shopping and buying travel in 2017 and beyond?

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Richard Harris

CEO
Intent Media

Morning Break

10:20 AM - 10:50 AM UBER case study: The future of urban mobility

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Morning Break

10:50 AM - 11:30 AM Morning Break and Refreshments

Morning Break

11:30 AM - 12:00 PM KEYNOTE INTERVIEW: Marriott’s journey to designing digital content that caters for their ever-changing customer requirements and demands

Marc Graser, Editorial Director, Creative & Content Marketing , Marriott International
  • Content generation and management – what does the customer really want?
  • Designing content that is relevant at specific times
  • Overcoming challenges with developing relevant and timely content for your various online channels and devices
  • Developing a business model that allows for constant content development and a database that caters for global team content requirements

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Marc Graser

Editorial Director, Creative & Content Marketing
Marriott International

12:00 PM - 12:20 PM How Sojern and Disney partner to create a memorable digital travel experience

Ana Dieguez-Hervillard , Europe Media Manager , Disney Matthieu Betton, Commercial Director, Europe, Sojern

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Ana Dieguez-Hervillard

Europe Media Manager
Disney
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Matthieu Betton

Commercial Director, Europe
Sojern

Morning Break

12:20 PM - 12:30 PM The new distribution landscape for tours and activities

Hjalti Baldursson , CEO , Bókun
  • How does partnering give hotels a bigger part of the tours and activities pie

  • Convenience is the new loyalty: how can hotels keep their guests happy with the right destination services at the right time

  • A partnership case study that will connect Tours & Activities to Hotels globally


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Hjalti Baldursson

CEO
Bókun

12:30 PM - 1:00 PM FIRE SIDE CHAT: How to deliver deeper interactions with consumers by selling the experience, not the product

Otto Rosenberger, CMO, Hostelworld
  • Identifying a user experience narrative that truly engages and adds value for your customer
  • What influence and impact does good content have on selling the experience?
  • How can emotion feed into your marketing strategy and open up access to various demographics?
  • Practical examples of how successful selling of the experience has increased customer brand engagement and loyalty?

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Otto Rosenberger

CMO
Hostelworld

Lunch

1:00 PM - 2:00 PM Lunch



Workshop Lunch

1:00 PM - 2:00 PM The power of communication in the customer experience: Tech, people and data

, , David Pattman, Director Global R&D, Webhelp

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David Pattman

Director Global R&D
Webhelp

Private lunch & Workshop

1:00 PM - 2:00 PM How travel brands can double conversions with UGC (Invitation only)

Andy Mallinson, Managing Director, EMEA, Stackla
  • Why user-generated content (UGC) so powerful for travel brands -
  • How to integrate UGC into your digital marketing strategy
  • Real-world examples of how brands use UGC to drive users through the travel purchase process

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Andy Mallinson

Managing Director, EMEA
Stackla

Stream A Unlocking Smart Analytics & Personalisation

2:00 PM - 2:45 PM DEEP DIVE CASE STUDY: Customer identity and intelligence – evaluating who and where your customers are for improved conversion and retention

Pascal Volz, VP, eCommerce & Online Sales, AirBerlin
  • What are the key challenges in customer identity with the increasing number of devices and how can you still provide a tailored choice in experience?
  • How is messaging and the approach to returning customers different to new customers?
  • How can you provide the correct architecture to better manage this data effectively and in real-time?

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Pascal Volz

VP, eCommerce & Online Sales
AirBerlin

These interactive sessions are your opportunity to learn how to tackle your mobile specific challenges. Choose one roundtable discussion group to join for a 40 minute discussion. A highlight for Digital Travel Summit, roundtable discussions are your best opportunity to idea-share with your peers.


1)How to: Create the optimal responsive mobile site

Luca Graf, Head, Online Sales Products & Services, Lufthansa Group Hub Airlines, Head of Online Sales, SWISS

2)How to: Understand the difference between mobile and desktop in sales conversion and the CX

Raul Alvarez, Director, Digital Product & Omnichannel User Experience, The Rezidor Hotel Group

3)How to: Assess the value of chat and voice interactions with mobile

Nick Holroyd-Doveton, Product & Delivery Director, Omnifi


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Luca Graf

Head, Online Sales Products & Services, Head of Online Sales, SWISS
Lufthansa Group Hub Airlines
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Raul Alvarez

Director, Digital Product & Omnichannel User Experience
The Rezidor Hotel Group
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Nick Holroyd-Doveton

Product & Delivery Director
Omnifi

Stream C Best in Class Customer Experience

2:00 PM - 2:45 PM BIG PICTURE THINKING: A look ahead to 2020 - who are the next digital distribution disruptors and how will they impact your business

Hugh Aitken, Commercial Director, Skyscanner Otto Rosenberger, CMO, Hostelworld Elena Novokreshchenova , General Manager, UK and Emerging Markets EMEA , HomeAway
  • How is online travel distribution as we know it changing?
  • What are the biggest changes to how travellers are purchasing travel products and how can this impact your business model?
  • Has trust in brand confidence increased for decision makers and if so, how it this impacting digital distribution?
  • Insight into some of the most news worthy mergers and acquisitions in the European online travel industry
  • What are the newer and more evolved OTAs and metas offering to the customer now, and how can this impact current third party collaborations and product development?
  • How are travel suppliers reacting to these newer players and will this influence future marketing campaigns moving forward?

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Hugh Aitken

Commercial Director
Skyscanner
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Otto Rosenberger

CMO
Hostelworld
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Elena Novokreshchenova

General Manager, UK and Emerging Markets EMEA
HomeAway

Stream D Workshops and Small Interactive Group Session

2:00 PM - 2:45 PM SYNERGY WORKSHOP: Content that really converts - how to deliver customised and personalised content that provides differentiation and real customer engagement

Marc Graser, Editorial Director, Creative & Content Marketing , Marriott International
  • Defining how your customers respond to your brand and what the role of your content needs to be?
  • Making native content- how to profile your customers when they enter your website
  • How to capture and curate the intent and feed back into the website?
  • How can your content be integrated into your creative online design to provide a stand out online experience?
  • Practical examples of how to deliver your content in the right moment at the right time?

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Marc Graser

Editorial Director, Creative & Content Marketing
Marriott International

Stream D Workshops and Small Interactive Group Session

2:45 PM - 3:00 PM Session Continued

Stream D Workshops and Small Interactive Group Session

2:45 PM - 3:00 PM Session Continued

Stream C Best in Class Customer Experience

2:45 PM - 3:00 PM The power of social: Why should you be investing?

David Armstrong, CEO, HolidayPriates Group
  • Practical examples of how travel companies have successfully engaged with their customers on social media

  • How can social media be linked to CRM systems to better profile customers

  • what are the major bottlenecks and how can you overcome these?

  • How is social media being used as a customer care tool and servicing tools and what are the recent developments with integrating messenger through social?

  • What are the steps taken to purchase directly through social media?


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David Armstrong

CEO
HolidayPriates Group

Stream D Workshops and Small Interactive Group Session

2:45 PM - 3:00 PM Session Continued

Stream A Unlocking Smart Analytics & Personalisation

3:00 PM - 3:15 PM PANEL DISCUSSION: How to use predictive analytics to provide a relevant and personalised online experience that is scalable

Pascal Volz, VP, eCommerce & Online Sales, AirBerlin Marianna O'Hagan, Head of Product, Secret Escapes Laurent Bellan, Chief Information Officer, Eurostar
  • What are the current tools that allow increasingly detailed customer analysis and evaluation of behaviour?
  • Practical examples of how personalised content and product offerings have driven conversion
  • How can you explain to your customer why you are recommending them a particular product?
  • What analytics are good at making better pricing decisions and how does this drive conversion?
  • What is the best way to present this personalised content to your customers without overinvesting?

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Pascal Volz

VP, eCommerce & Online Sales
AirBerlin
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Marianna O'Hagan

Head of Product
Secret Escapes
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Laurent Bellan

Chief Information Officer
Eurostar

Stream B Challenging Current Mobile Strategies

3:00 PM - 3:15 PM Stream closed

Stream C Best in Class Customer Experience

3:00 PM - 3:15 PM Session Continued

Stream D Workshops and Small Interactive Group Session

3:00 PM - 3:15 PM SYNERGY WORKSHOP: The dos and don’ts for attribution modelling for mobile

Mike Hoyles, Director, Global eCommerce, Marketing, Four Seasons
  • What attribution models are available that cater for both online and offline activities?
  • How can you link mobile tracking to legacy systems and supply systems?
  • Building an attribution model that works for data collection and evaluation cross function including brand team, marketing, digital etc.
  • Last-touch vs multi-touch: when do they work best?
  • Where to start with outsourced solutions? How can you identify which solutions works for your business model?

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Mike Hoyles

Director, Global eCommerce, Marketing
Four Seasons

Stream A Unlocking Smart Analytics & Personalisation

3:15 PM - 3:45 PM Session Continued

Stream B Challenging Current Mobile Strategies

3:15 PM - 3:45 PM Session Continued

Stream C Best in Class Customer Experience

3:15 PM - 3:45 PM INTERVIEW: Clash of the titans - What type of marketing and advertising will engage and convert your customer throughout their online customer journey?

Ben Peterson, Group Head of Display Sales UK , TripAdvisor , ,

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    Ben Peterson

    Group Head of Display Sales UK
    TripAdvisor

    Stream D Workshops and Small Interactive Group Session

    3:15 PM - 3:45 PM Session Continued

    3:45 PM - 4:15 PM Afternoon Break and Refreshment

    Driving Customer Engagement & Loyalty

    4:15 PM - 4:35 PM Developing functionalities through the app that take customer engagement to the next level

    Luca Pronzati, Chief Business Innovation Officer, MSC Cruises
    • How can you ensure the database for the web and mobile are correctly aligned from a user experience and inventory perspective?
    • How can beacon technology and notifications provide an enhanced experience in practice?
    • What are the challenges in booking optimisation and self-service capabilities in the app and what are the current efforts to improve this?
    • How can the app drive inspiration at the location and drive loyalty?
    • How to avoid app overload and understanding exactly what the app is being used for and when

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    Luca Pronzati

    Chief Business Innovation Officer
    MSC Cruises

    Tackling Conversion Optimisation & Retention

    4:35 PM - 5:05 PM PANEL DISCUSSION: How to build loyalty that gets the customer to come directly back to you

    Stephan Keschelis, VP, eCommerce & Digital Transformation , NH Hotels Mike Hoyles, Director, Global eCommerce, Marketing, Four Seasons
    • What does this customer digital journey need to look like for the customer to return direct to the supplier?

    • How are the various loyalty schemes offered in the market perceived by customers and what are the benefits/ limitations of each?

    • What do loyalty scheme rates from the supplier vs OTA need to look like and how can suppliers provide rates to both parties to prevent customer confusion?

    • How best should membership rates be offered to customers?


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    Stephan Keschelis

    VP, eCommerce & Digital Transformation
    NH Hotels
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    Mike Hoyles

    Director, Global eCommerce, Marketing
    Four Seasons

    Driving Customer Engagement & Loyalty

    5:05 PM - 5:10 PM Chairperson’s Closing Remarks

    Stephan Keschelis, VP, eCommerce & Digital Transformation , NH Hotels

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    Stephan Keschelis

    VP, eCommerce & Digital Transformation
    NH Hotels

    Driving Customer Engagement & Loyalty

    5:10 PM - 11:59 PM End of Conference