The Digital Traveler: Harnessing Their Research For Your Revenue

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.

Welcome to the 3rd annual Digital Travel Summit! Kick off the event right by settling in with breakfast and networking.

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What's your worst travel story? Exchange your nightmares and meet some of the executives you'll be networking with the next 3 days!

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A conversation with John Morrey as to how Expedia can inspire to transform your business for online travel success.

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From targeting audiences to maximizing spend on Google to getting connected with the right travelers on Facebook, you need to know where the best way to target bookings. This presentation delivers 5 key actionable ideas for attendees to apply to their programs today by learning how to:

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It’s no secret—travel brands love online advertising….but not all online advertising is the same, so you must be vigilant in measurement as you build your attribution models. The experts on this panel share their case as to what they see works best in grabbing the awareness of the traveler:

• Search: keywords needed to drive the purchase decision
o How to be specific but not too narrowly focused
• Display: following the customer down the funnel as they discover
o How long is too long to chase the sale?
• Measuring success: setting up KPIs to have fluid attribution modeling
• Adding instant-booking features on ads to convert the customer with fewer clicks
• Which method travel brands find to have the most long-term success, and bang for your buck

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In 2016, travel consumers have come to expect a personal treatment across channels while having options tailored to their individual experience. Find out how to better engage with travel consumers throughout their journey by analyzing key customer segments, utilize the latest personalization tools to build relevant cross-sell and upsell offers in real-time, and deliver savvy A/B and multivariate tests that increase conversion and grow revenue.

Co-presenters Bob Dufour, CEO of Fusion, and Lee Barrett, Director of Ancillary Revenue at Vivaaerobus, will discuss how their partnership has been driving Viva’s ancillary sales growth in 2016 while highlighting some of the positive results in their latest case study.

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Share a cup of coffee, break the ice, and meet the executives you’ll be networking with over the next three days!

During this break, conquer jet lag with a mimosa and scone pairing.

Help us help you. 10-minutes filling out this short questionnaire will lead to understanding one-year’s worth of business development you need to execute.

As travelers explore your product offerings, it is imperative for your business to have a top eCommerce platform that delivers the latest functionality, while also being visually appealing. But how should you decipher where your budget and time goes—to IT or Marketing? How do you balance both? The experts on this panel debate forms versus function in which they:
• Creating landing pages to grab your users’ attention and bring them into your brand’s lifestyle
• Performance ability: ensuring page load speeds/site performance are fast to capture customers’ short attention span
• Back to basics: providing a rich user experience with accurate search abilities to browse travel offerings and products
• Testing user experience before jumping on the “new, hot” technology

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As travel marketers, you excel at driving awareness. But are you ready to discuss a new strategy that drives actual bookings?

By combining data, programmatic technology and personalized creative, marketers are using video advertising (yes, video) to speak with travelers at an individual level - and it's driving real results. Join Eyeview to discuss what's possible for travel marketers when you:
• Identify your consumers – know who they are, where they travel, and what affects their consideration process
• Market to these individual consumers with sight, sound and motion on a 1-to-1 level, and
• Measure real business results and return on investment through online bookings and lead generation.

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The relationship between traditional travel brands, OTAs, metas, and disrupters is ever-evolving. Traditional travel brands need to constantly assess how to win the booking, increase their exposure, reveal direct “perks”…while still maintaining a strong relationship with various channels. The executives on this panel reveal how they are:
• Assessing which platforms are best to invest in for exposure
• Leveraging meta-search and OTAs for exposure and ensuring the right customer experience on these channels
• Analyzing keywords to be at the top of search, and which keywords are best to bid on
o Branded versus non-branded
• Showing your brand will give you the best service with direct booking and using brand initiatives that are available
• Sweetening the deal: offers that don’t cut into your bottom line to win the direct booking

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Beat the Vegas heat with an assortment of ice-cream bard and popsicles.

Online travel is in the midst of an ever-evolving ecosystem of dreamers, researchers, comparers, and decisive travelers. The relationship between travel brands and partner sites is growing more complex with balancing acts of product availability. Face the facts: travel brands and OTAs need each other…so let’s have a healthy debate on what both sides need to do to advance the industry:
• Negotiating the best rate to maximize commissions and profits
• Keeping your brand voice and image on third party sites
• Deciphering if paid advertisements on the OTA site are worth your budget
• Key data sources: what customer information should be exchanged to have a mutually beneficial relationship
• Analyzing received data at check-in, and converting the traveler post-trip to a direct-buyer

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Have a specific digital challenge? These interactive working groups are your opportunity to discuss your pressing issues with executive peers, and build a mini-roadmap to your solution. Choose 2 tables amongst each unique topic.

To lead a Deep Dive, contact Alex.Cherkovets@wbresearch.com or 646-200-7534.

1. 5 Digital Reservation-Driving Strategies To Implement Now
Ryan Gibson, EVP of Marketing Strategy, Merkle

2. Using Video To Drive Bookings
Matt Leingang, VP, Eyeview West Coast

3. Conversion To Cross-Sell: What Customers Really Crave
Bob Dufour, CEO, Fusion

4. Mining Your Customer Data For Maximum Cross-Sell And Up-Sell
Lindsey Hafemeister, Partnership Marketing Manager, Xanterra Parks & Resorts

Are you seeing your whole customer? Do you know when, where and how often they travel? If not, you’re probably missing out on opportunities.

By consolidating customer data from over a dozen affiliated travel brands in the Xanterra travel & leisure portfolio, the Xanterra marketing team is mining their customer data for knowledge and insight that is helping them grow their business while reducing customer acquisition costs. Join this round table to learn how they’re utilizing guest history and preferences to align the right messages and offers with the right customers to create sustained, profitable relationships.

5. Turning Customer Opinion Into Customer Action: How Listening Creates Trustworthy Data For Actionable Improvements
Lily Christensen, Head of Business Development- US & America, USABILLA

6. Translation As Your Secret Weapon: Reach More Consumers, “Leapfrog” Competition, & Reduce Marketing Spend
Paris H. Loesch, VP, Global Travel, Consumer & Digital Markets, Lionbridge

How do you cut thru the digital clutter? How do your consumers? Its all about “PERSONAILZATION” and Lionbridge will share several case studies on how large and small clients in the Travel Industry have figured it out. Paris Loesch will share specifics examples, best practices and Do’s & Don’ts - real actionable insights and actions steps you can take “tomorrow” to sell more, spend less and beat your competitor.

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Eat and drink around the world! We’ll supply the cuisine and drink pairings, you bring the fun, so round up your new friends, and get this party started!