Be Our Guest: Extending Digital Solutions To The In-Trip Experience

Get the day started right by meeting at the globe in the lobby for a 2.3 mile loop, surrounded by the beauty of the desert. Maps provided by concierge.

You know what they say about breakfast—most important meal of the day, so don’t miss it!

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The need to reach connected consumers at each touch point, and the number of customer touchpoints travel brands are interacting with is doubling at a rapid pace. The deeper the the brand interaction, the more chance your company has to change opinions, glean valuable insights, and convert travelers into loyal advocates. Learn how architect an integrated approach to identify intent, build high-ROI segments to increase marketing spend effectiveness and conversions

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Travel brands know to survive means digital is now incorporated through every facet of the company culture. But it’s not as easy as adding an app, some onsite features, and a tweet; it’s a change of mindset, and getting travelers to be as excited about their trip products as you are to give them great service. The experts on this panel share their tips:
• Working with the top: getting executives to champion digital change
• Thinking like a start-up: becoming nimble, agile, and efficiently executing A/B testing
• Delivering an exciting vision by building customer-driven design solutions
• Getting digital, product, and onsite teams to listen and leverage one another: delighting users, solving problems, and driving real business results

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Customers expect 360 degree levels of service driven by the universal constrained resource of time. Each customer is seeking an end destination. Along the way digital marketers play a key support role through the channels they unlock. The customer journey is an iterative cycle of discovering, planning, booking, anticipating and sharing. While world-class websites initiated the first step towards an omni-channel experience, mobile apps, and in venue screens soon followed. What does this mean for the New Marketer? From vision and strategy to execution, the foundation of a brand’s content and data strategy needs to deliver the right digital experiences to give both the customer and even digital marketers back their time.
• Simplify through the customer view
• Navigate the MGM Resorts International journey from Vision, Strategy to the Omni-Channel Experience
• Learn more about the world class digital marketing platform that supports the guest on all devices
• Understand how the customer experience for 41M visitors in Las Vegas is enhanced through optimization and targeting.

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It's Vegas so be a high roller...with a hot cinnamon roll bar.

Be sure to check out the chair massages that will be happening throughout the day!

Your marketing role in the travel industry has changed: you need to use your left and right brain, balance art and science, and be a creative while also being a scientist. And let’s not forget, you need to sell your product, and with a personalized touch. The executives on this panel explore how they have adjusted their mindsets internally to enable the marketer to be a data scientist by:
• Forgetting the pretty: conducting A/B testing to understand what online content is grabbing users’ attention
• How personal is too personal? Straddling the “creepy yet accurate” line of curated selling based on CRM
• Attribution marketing models: planning your best plan of attack and breaking down information to relay to teams to push ancillary products
• Experimenting with blending of content and commerce—your content moving customers around the site to discover more product

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Marketing attribution offers a way to quantify influences and synergies across channels, strategies, and tactics, as well as to identify specific changes that can be made to your marketing mix to dramatically increase the performance of your entire marketing ecosystem. Olivia McKinsey , Manager, Digital Operations at IHG, along with Manu Mathew, CEO & Co-Founder of marketing at attribution provider Visual IQ, will discuss the following topics regarding their marketing attribution engagement:

• IHG's marketing analytics goals
• Implementing attribution
• Insights, optimizations, and results
• Organizational changes
• Attribution's future at IHG

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A close look at the last-minute booking phenomenon. Contrary to popular belief, mobile technology did not only spur a healthy number of spontaneous same-day bookings, it also empowered travelers to plan to be spontaneous. Many same-day bookings are researched days and weeks in advance not only on desktop websites, but also on mobile sites and mobile apps. To support the On Demand traveler who plans to book a same-day reservation, mobile products must:
• Include features that facilitate browsing and searching across multiple platforms
• Offer a mobile-optimized checkout experience focused on speed and simplicity
• Support and encourage re-engagement
• Contain deals, offers, or tools that are personally relevant to each individual user

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From planning and research to booking and reviews, today's travelers are expecting their travel apps and websites to be their loyal companions. And with an increasing number of travel sites, price aggregators and other digital competitors entering the space, your customers are one bad experience away from abandoning your brand for a new one. Join Applause Digital Analyst Ben Gray as he discusses the importance of understanding what your customers and app users think about your company’s digital presence…and how doing so can help you launch great digital experiences that turn your casual customers into raving fans of your brand.

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Travel brands must ensure their online experiences and communications are seamless across channels. Travelers do not browse on their phones; they book. By thinking about your mobile experiences with eCommerce top of mind, your brand will yield higher booking conversions. The experts on this panel are changing the way their brands think of their eCommerce and mobile strategies by:
• Catering to the on-the-go traveler and building a framework for fewer-click bookings
• Re-engaging with the customer through mobile ads and custom messages if there is drop-off
• Resourcing talent: running a mobile site and online site—how do you balance the two?
• Is an enhanced mobile site enough? Deciphering if an app is still necessary for your brand
• Building trust for your customers so they know it’s safe to transact on mobile

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Bon appétit! Seating is available throughout the Solutions Zone…and don’t forget to step outside and bask in the glory of the desert sun!

You snooze, you lose...so grab some coffee! Trust us, you don’t want to miss the next keynote speaker...he's wild!

Jamie Clarke is a Canadian adventurer, author, filmmaker, and retail entrepreneur. Jamie has summited Mt. Everest twice, climbed the Seven Summits, and ridden camels across The Empty Quarter of Arabia. Jamie’s books are best sellers and his films have aired on National Geographic TV.

Jamie’s presentation "The Business of Adventure, The Adventure of Business" is more than a chronicle of adventures; it’s an inspiring and informative story about setting big goals and reaching them. With humour and high energy, Jamie shares how the lessons he learned on the side of a mountain, that were further tested in his company boardroom, have lead him to success as an entrepreneur.

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These interactive sessions are your opportunity to learn about the most innovative digital and omni-channel solutions on the market in a relaxed setting. Each table will have a specific theme—please choose two tables, allowing for one rotation in between topics. A highlight of Digital Travel Summit, roundtable discussions are your best opportunity to idea-share with your peers; have a pint and enjoy networking!

1. Marketing Attribution Success at IHG: An Insider’s Perspective
Olivia McKinsey , Manager, Digital Operations, IHG
Manu Mathew, CEO & Co-Founder, Visual IQ

2. Mastering The Intent Hotspot To Conversion Lifecycle: Architecting Strategies To Achieve Digital Travel Transformation
Mohammad Gaber, Head of Travel & Hospitality Industry Strategy, Adobe

3. Understanding Your Users To Launch Digital Experiences Your Customers Love
Ben Gray, Lead Digital Analyst, Applause

4. Exceeding The Demands Of The Digital Traveler
Alexander McPhie, Lead Strategist, Qubit

5. Fine Tuning Marketing Partner Performance: Collect And Analyze The Right Data
Erik Mikisch, VP, Marketing, Performance Horizon

6. The Concierge In Your Pocket: Connection And Loyalty Through Mobile
Alon Waks, VP, Global Head of Product Marketing, LivePerson
Angela Blanchard, Director of Travel Operations Infrastructure and Support, Disney

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