DRIVE MAXIMUM RETURN ON YOUR TRAVEL MARKETING INITIATIVES

Online Marketing Strategies

for Travel 2015
THE AMERICAS & THE CARIBBEAN
June 2-3, Ritz Carlton Coconut Grove Hotel, Miami

BOOST CONVERSIONS THROUGH NEW

WAYS TO ENGAGE THE CONNECTED
TRAVEL CONSUMER
EyeforTravels Miami chapter is the ultimate
meeting-place for travel brands across
North America, LATAM and the Caribbean to
benchmark their online marketing, mobile
and social media strategies and add
incremental value to their bottom line.

Hear Key Insight from Leaders in

Online Marketing in Travel:
Christoph Heyn,
Director, Mobile
& Digital Guest
Experience,
The Ritz-Carlton
Brian Carr,
Head of Travel,
Twitter

Discover how travel brands are leading with mobile,

personalization and social listening strategies, and
learn:

Adriana
Grineberg, Head
of Pan-Latam,
Facebook Inc.

Why leading travel brands are investing in and seeing the rebirth of digital story-telling - with ClubMed, Hotels.com and
Gonzo Marketing

Alvaro Martinez,
Head of Digital,
LAN Airlines

The future of online marketing in travel through personalization,

retargeting and remarketing - with Facebook, Highgate Hotels
and JetBlue Airways
The essential update on cross-platform marketing and the
multi-screen travel consumer - with Twitter, Google and The RitzCarlton
The Social influence on travel decisions and discover your
ROI - with Cheapflights.com, Wyndham Worldwide and Flight
Centre
Mobile 101: A-Z on apps, content, personalization & search who is investing in what, how and why? - with Stayful, Momondo
Group and Gogobot

Sabrina Cendral,
VP Marketing
North America,
Club Med US
Gregory Stiller,
Customer Insight,
Digital, JetBlue
Airways
Rob Torres,
Managing
Director, Travel,
Google

Sponsors:

OPEN NOW to see the full agenda and speaker list

Attend Online Marketing Strategies for Travel to Discover

the Secrets to Online Marketing Success in 2015
There are over 80 million travel search and booking transactions
captured from the web daily. Each online travel transaction is overlaid
with countless insights on demographics, web behavior and consumer
preferences.

JOIN US JUNE 2-3 TO RECEIVE YOUR

ESSENTIAL UPDATE ON THREE VITAL
AREAS IN ONLINE MARKETING.
DISCOVER:

Travel brands in the Latin America and Caribbean region claimed just
4% of the Global Online Search Volume, revealing the vast opportunity
for the region to fulfil its online potential. Mobile, Social Media,
personalization and data analysis are just some of the key areas where
brands are realizing this prospect.

1. HOW THE ONLINE MARKETING

LANDSCAPE HAS CHANGED:

According to various sources, the industry has grown a startling 30% in

this region over the last 3 years, and is predicted to grow another 35%
by 2016.
In such a fast-moving landscape, how can you as an Online
Marketer get it right? It is essential that your brand remains dynamic
as online and digital evolves. To do this, building partnerships with the
right companies will not only create flexibility but will also allow your
brand to grow. This is a huge challenge in such a fragmented region
which brands are quickly recognizing and want to address.
Attend Online Marketing Strategies for Travel, The Americas &
Caribbean (June 2-3) to join over 150 of your peers in gaining crucial
insight in to how you can instantly engage and convert the new digital
travel consumer. Meet and do business with the people & brands who
will make this possible for you!
I look forward to seeing you this June 2-3!
Emily Assender,
Global Conference Director
EyeforTravel Ltd
emily@eyefortravel.com

Discuss how mobile and multi-screen

consumer behavior is now mainstream: it
is not just sequential, it is simultaneous. Plus,
learn the effect of OTA consolidation in a
region of high fragmentation & how this will
affect your online marketing decisions
2. HOW TO MARKET TO THE NEW
CONNECTED CONSUMER:
From sharing reviews, photos and videos
to sharing travel services, the new digital
consumer expects a unique tailored
experience, 24/7. Deliver to & delight your
consumer in the most cost-effective way with
personalized, relevant & timely content
3. HOW TO MEASURE THE SUCCESS OF
YOUR MARKETING:
From migrating data from social media
channels, to using data to inspire trust and
upsell on trip. Hear essential strategies to
analyse and measure your initiatives, to
deliver real ROI

US Toll Free: 1 800 814 3459

ext. 7158

Hear from leading brands including

FOR THE FULL SPEAKER LINE-UP AND THE MOST UP TO DATE INFORMATION VISIT:

www.eyefortravel.com/online-marketing

Hear From World Class Speakers Including:

2015 Chairman:
Susan Black,
Founding Partner,

Look inside for detailed

information on what you can learn
from these leading executives

Christoph Heyn,
Director, Mobile & Digital
Guest Experience

Adriana Grineberg,
Head of Pan-Latam,

Frederic Gonzalo,
Owner,

Angela Bostick, Associate

Dean of Marketing and
Communications,

Meredith Pearson,
Director PR &
Communications,

Uwe Wagner,
Senior Marketing Instructor,

Edita Matic, Regional Director

of Revenue Management,

Gregory Stiller,
Customer Insight - Digital,

Pleasance Coddington,
Group Head of Content
and Social Media,

Josh Martin,
Chief Researcher Application Strategies Group

Sabrina Cendral,
VP Marketing North America,

Dwight Sholes,
Senior Strategist-Travel,

Allyson Barr,
Vice President - Marketing,

Travis Katz,
CEO,

Robecta Ma,
Partnerships and
E-Commerce Manager,

Alistair Adams,
Travel Sector Director

Nerdin St. Rose, Worldwide

Marketing Consultant,

Rob Torres,
Managing Director, Travel,

Roberta Seiler,
VP Marketing & Sales

Brian Carr,
Head of Travel,

Alina Martinez, Global

eCommerce & Online
Marketing Manager,

Jess Parrilla,
CEO of Smartrip

Melisse Hinkle,
Head of Content and Social
Media, North America,

Jeffrey Hirsch,
President,

Sara OBrien,
Senior Marketing
Manager

Alvaro Martinez,
Head of Digital,

Jeff Freedman,
Vice President, Partnerships,

Taylor Cole,
Head of Public Relations
North America

And Many More! Join the debate on Twitter by following @Eyefortravel and using the event #Omtravel
FOR THE FULL SPEAKER LINE-UP AND THE MOST UP TO DATE INFORMATION VISIT:

www.eyefortravel.com/online-marketing

Dont Miss Your Chance to Network and Do Business

with the Best Minds in Online Marketing in Travel
SEE THE DEMOGRAPHIC BREAKDOWN OF 2014S
ATTENDEES:

Company
Type
Company
Type
Company Type

8%
28%

11%
14%

HEAR WHAT PAST ATTENDEES

THOUGHT OF THIS EVENT:
Another stellar conference by EyeforTravel! With
so much happening in the digital space, the
travel industry needed a conference like this
one to discuss and learn about latest digital
marketing trends and next gen things to come
Max Starkov, President & CEO, HeBS Digital

Excellent content and great opportunities to

connect with leaders in the industry!
Sarah Robinson, Account Manager, Google, Inc.

22%

17%

This is, I believe, my 4th or 5th EyeforTravel

conference and I get more out of it than
any other of the 10 or so conferences I go to
every year because not only is it focused on
the growth area of marketing and sales, but
specifically focused on my industry which is
travel. It is also very organized but yet informal in
the presentations. Well done!

Hotels
Airlines
OTAs
Technology Provider
Car & Cruise
Other

Jim Wehrle, eBusiness Director, Hacienda Tres

Rios Hotel

Job Title

Once again the EyeforTravel conference made

the wheels really start spinning in my mind.
I walked away with a wealth of information
that created a number of new ideas that I am
looking forward to implementing at my hotels.

12%
13%

36%

17%
22%
Senior Director, Director, Head
Senior Manager, Manager
SVP, VP
C-Level, MD, Founder
Journalist, Academic, Other

David Kopac, Corporate eCommerce Manager,

Shaner Hotel Group

The EyeforTravel Conference was the best crash

course in online marketing a non-marketer
like myself could attend. It featured a range of
dynamic speakers, and I feel more confident in
the social media strategy Im going to present to
my boss.
Christina Moore, Social Media Coordinator,
HotelGuides.com

Each time I have attended an EyeforTravel

event, I learn something new that I can take
back to the office and implement.
Joyce Bliss, Global Marketing Promotions
Director, Enterprise Holdings

FOR THE FULL SPEAKER LINE-UP AND THE MOST UP TO DATE INFORMATION VISIT:

www.eyefortravel.com/online-marketing

Gain Expert Tips & Exclusive Information from Your

Luminaries in Travel

June 2-3, Miami

DAY ONE Tuesday, June 2

nd

8.45am Conference Commences

9.00 10.00am Keynote: Learn How
Selling your Brand Through StoryTelling has Changed
Humans process images 60x faster than words.
Travel brands need to show, not tell, and use
images for more compelling content. A welltold story can engage customers in a much
more memorable way

Dissect consumer behavior and reactions to

past brand story campaigns

Retargeting is becoming increasingly more

effective. Find out how other marketers in
travel are re-engaging the customer with
personalized retargeting

Innovators discuss creating and curating

content that will up your search performance
through the mobile device

How can travel brands and airlines identify

conversations and opportunities before
departure

Learn how to utilize dynamic content

personalization to engage and retain
customers and boost conversions and
website bookings

Discover how to guide the customers path

and experience during trip

The importance of video: are you doing it

right yet?

Explore ways to publish the whole

experience

10.00 11.00am Get to Grips with

Personalization, Re-Targeting and
Remarketing

3.15 3.35PM Cyclical Nature of

Travel Decisions by the Consumer on
Social

Overcome the challenge of balancing

organic vs branded vs promotional vs usergenerated content

Discover how you can use digital marketing

to convey what the experience of your
travel brand will be like

Sabrina Cendral, VP Marketing North

America, Club Med US
Meredith Pearson, Director PR &
Communications, VisitBritain
Joining the panel:
Taylor Cole, Head of Public Relations North
America, Hotels.com
Frederic Gonzalo, Marketing Consultant,
Gonzo Marketing

11.20 12.30pm Content - Learn

How to Adapt to a the New
Multiscreen Travel Consumer

Brian Carr, Head of Travel, Twitter

Uwe Wagner, Senior Marketing Instructor,
Cornell University
Sara OBrien, Senior Marketing Manager,
HeBS Digital

12.30- 2.00pm
LUNCH & NETWORKING
2.00 3.15pm Best Practices to
Allocate your Marketing Dollars for
Brands & How to Reach your Target
Audience
The value of online marketing: Explore
Digital vs. Traditional Advertising. Explore
the importance of embracing online and
mobile

Google Ads: how does it actually work?

Payments: How can brands overcome the

challenges which fragmentation and lack
of infrastructure present

What are the opportunities to better

customize the message in terms of location
of the customer?

Fragmentation in the region, coupled with

infrastructure limitations - how can brands
tackle these challenges

Gregory Stiller, Customer Insight, Digital,

JetBlue Airways
Edita Matic, Regional Director of Revenue
Management,
Highgate Hotels
Nerdin St. Rose, Worldwide Marketing
Consultant,
BVI Tourism (British Virgin Islands)

Discuss the attributes of the two main but

vastly different audiences: Millennials and
Baby Boomers

11.00- 11.20am COFFEE BREAK

The Advent of the Experiential Traveller:

Is the craving for travel experiences
overshadowing the power of the hotel
brand?
Alvaro Martinez, Head of Digital, LAN Airlines
Dwight Sholes, Senior Strategist-Travel,
Return Path Inc.
Jess Parrilla, Managing Director, Smartrip

Evaluate the consumers whole travel

experience to improve products and
services after
Alistair Adams, Sector Director Enterprise Sales, Brandwatch

3.35 4.00pm COFFEE BREAK

4.00 4.30pm Understand How
Mobile is Turning Search on its Head
In the new mobile- enabled world, consumers
no longer go straight to Google to start their
travel search. Learn how to adapt your search
strategy and avoid losing your customers
Understand the new rules of travel search
via mobile. How do they differ via tablet?
What are the pros and cons of mobile
advertising?
Are customers more likely to purchase from
you if they start their search on a browser
rather than an app?
Learn how to adapt your search strategy to
the context and location of the customers
search query
Roberta Seiler, VP Marketing & Sales, Stayful

4.30 5.00pm The DOs and DONTs of

Social Media:
Hear creative ways to engage travel
customers
Social media is still a highly experimental and
creative medium. Travel brands are entering
a phase where initiatives are measurable
and they can compare what went well, what
didnt, and why.
We bring you the best trials and errors
leading in to 2015 to explore and measure
the good, the bad, and the ugly
Analyze the outstanding success of certain
case studies and learn how to apply key
strategies to your own campaigns
Melisse Hinkle, Head of Content and Social
Media, North America, Cheapflights.com

5.00pm Day One conference ends

FOR THE FULL SPEAKER LINE-UP AND THE MOST UP TO DATE INFORMATION VISIT:

www.eyefortravel.com/online-marketing

Build the Right Partnerships to Drive Revenue & Stay Ahead

of your Competition

June 2-3, Miami

DAY TWO Wednesday, June 3

rd

8.45am Conference Commences

9.00 10.00am Keynote: Create
the Optimal Cross-Platform User
Experience: Who is Leading in this
Space and why?
50% of leisure consumers will access travel
via a non-desktop device. The ultimate goal
for travel marketers is removing the friction
from the travel consumer research & booking
process, as they move from desktop to mobile
to tablet... so do you do it?
Product design and usability: benchmark
your strategies against leading travel brands
in this space
Many customers start on a phone and finish
on a laptop. What should your product look
like in order to fare across multiple screens
Does investing more in members and
subscribers drive cross device service?
D
iscover the un-tapped, additional benefits
of optimizing your website and its media to
give the consumer an on the go experience
Rob Torres, Managing Director, Travel, Google
Christoph Heyn, Director, Mobile & Digital
Guest Experience, The Ritz-Carlton
Travis Katz, CEO, Gogobot

10.30 11.00am
COFFEE & NETWORKING BREAK
11.00 11.30am A-Z on Apps - Who
Should be Investing in Apps, Why &
How?
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

2.00- 2.30pm Case Study: Bring more

value to your customers by taking a
holistic view of the customer journey
Increase loyalty and improve the value of your
product through marketing partnerships that
solve your customers pain points. Learn how
CLEAR and TripIt partnered to increase the
value of a premium product.
Understand the customer journey and what
your travelers value most
What new tools are consumers using in order
to create the perfect trip

Effectively advertise and promote your app

so that it is download and used repeatedly

How is technology dictating the future of

travel and what will consumers be expecting
next

Josh Martin, Chief Researcher Application

Strategies Group, Strategy Analytics

Jeff Freedman, Vice President, Partnerships,

CLEAR +TripIt

11.30 12.00pm Programmatic

Creative Lessons for Travel Marketers

2.30 3.00pm Social Data: An InDepth Case Study Exploring How to

Get the Most out of Social Data

L everage programmatic creative

technology to get ahead of the competition
P
rogrammatic creative applied to travel
marketers of all sizes and budgets
Case Study: how Alaska Airlines leverages
programmatic creative technology to
execute optimized campaigns

10.00 - 10.30am Discover How to Get

your ROI in Social Media

Discover how small to mid-sized travel

marketers can operate like their own internal
ad agencies

Travel brands are now beginning to see

measurable results through social media
initiatives. So how are they measuring this
return on investment?

Angela Bostick, Associate Dean of Marketing

and Communications, Emory University
Goizueta Business School
Jeff Hirsch, President, CPXi

Hear the different measurables travel

brands have used in successful social media
initiatives

12.00 12.30pm Navigating Travel in

a Connected World

Learn how travel brands have attracted

business through social media campaigns
and how they measured this against their
investment

How has the travel customer evolved and

what has changed during each step of
the customer journey: planning, reserving,
experimenting and reflecting

To what extent should brands be investing

in social media - hear benchmark KPIs and
goals which you need to be using

Explore how personalization will dominate

the role of online marketing in the future of
online travel

Robecta Ma, Partnerships and E-Commerce

Manager, Cathay Pacific Airways
Alina Martinez, Global eCommerce
& Online Marketing Manager,
Wyndham Worldwide / RCI

Adriana Grineberg, Head of Pan-Latam,

Facebook Inc

12.30 2.00pm
LUNCH & NETWORKING

How can brands migrate the data from

social media channels so that they own it?
Explore a case study by Flight Centre Group
and how are brands making the migration of
customers from social to owned channels
Gregg Tilston, Global Social Media Leader,
Senior Digital Marketer, Flight Centre

3.30 4.00pm Understand your MultiChannel Social Strategy

It is important that travel brands now
understand what each social media channel
offers in order to meet their own individual
objectives.
As your brands presence can be
fragmented through a number of social
media channels, where should you be
placing your time, energy and budget to
optimize your efforts
Leverage the individual and unique
strengths of different social media channels
Understand which online marketing
channels are most effective to reach and
convert clients, depending on which stage
of their decision-making process they may
be at.
Frederic Gonzalo, Marketing Consultant,
Gonzo Marketing
Pleasance Coddington, Group Head of
Content and Social Media, Momondo Group

4.00PM CONFERENCE CONCLUDES.

FOR THE FULL SPEAKER LINE-UP AND THE MOST UP TO DATE INFORMATION VISIT:

www.eyefortravel.com/online-marketing

Online Marketing Strategies for Travel 2015

THE AMERICAS & THE CARIBBEAN

June 2-3, Ritz Carlton Coconut Grove Hotel, Miami

3 EASY WAYS TO REGISTER RIGHT NOW!

ONLINE: Secure & simple registration online at eyefortravel.com/online-marketing/registration.php

EMAIL: emily@eyefortravel.com Just give us your details and pass type well do the rest!
Call Emily Assender US Toll Free on 800 814 3459 7158
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Purchase a Diamond Pass and Receive EyeforTravels Full 3 Part

Mobile in Travel Report Series - Plus, a Years Membership to
EyeforTravels Content Library!
Mobile has now become a business
critical investment for your business.
Purchase a Diamond conference
pass and receive a full digital copy of
EyeforTravels new Mobile in Travel 3-part
report series.
Based on surveys of over 20,000 travel
consumers and 900 travel executives,
the reports will allow you to truly
understand key mobile trends in travel.
Read in-depth analysis on what travel
brands are prioritizing and compare this
with what real world travel consumers
are demanding.

The 3 Part Series is divided into Mobile in the Hospitality Industry 2014
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and Meta-Search Industry
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The Diamond pass also gives you 1
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RESERVE YOUR PLACE TODAY

Get Your Brand In Front of a Targeted

Audience
Interested in targeting senior online travel
marketing decision-makers with your product or
services?
This event is the perfect opportunity!
Experience a focussed, intimate networking
environment where online travel professionals from
across the Americas and Caribbean, meet to drive
forward their mobile and social media initiatives.
We offer a range of sponsorship and exhibition
opportunities for the event to suit all budgets.
Whats more, EyeforTravel has been producing
focussed travel industry conferences since 1997 so
we can guarantee youll get the chance to meet,
network and do business with some of the most
senior marketing decision makers from the biggest
travel brands in the industry!
Email sinead@eyefortravel.com for further details

www.eyefortravel.com/online-marketing | Call US: 800 814 3459 7158| Email emily@eyefortravel.com

DRIVE MAXIMUM RETURN ON YOUR TRAVEL MARKETING INITIATIVES

Online Marketing Strategies

for Travel 2015
THE AMERICAS & THE CARIBBEAN
June 2-3, Ritz Carlton Coconut Grove Hotel, Miami

BOOST CONVERSIONS THROUGH NEW

WAYS TO ENGAGE THE CONNECTED
TRAVEL CONSUMER
Why EyeforTravel?

Hear from Leading Brands in

Online Marketing, including:

With over 60,000 executives globally trusting us for industry

insight and intelligence, the EyeforTravel website sees 35,000
unique visitors per month, 14K+ Twitter followers and over
10,000 newsletter subscribers.
Place yourself among the industrys elite and gain the
essential intelligence you need to boost your conversions.
TOP 3 REASONS YOU CANT MISS OUT THIS JUNE 2-3:
1. Learn from your Luminaries: Hear the latest insight from leading
brands on mobile, social media, online marketing and analytics and be
immediately inspired to advance your own strategies
2. Grow your Network: Engage with peers, employees, clients, vendors
and business partners and align your goals for a successful and lucrative
future for your travel brand
3. Competitive Analysis: Over 200 of your industry competitors will be
gathering this June to gain new ideas and adapt and improve their online
marketing strategy to the new connected consumer.
Dont get left behind - register to attend
today!
Simply email me at
emily@eyefortravel.com
for more information

Sponsors:

OPEN NOW to see the full agenda and speaker list