Online Marketing Strategies for Travel USA. Increase Your Online Sales When Budgets are Under Pressure and Travelers are Spending Less. http://events.eyefortravel.com/online-marketing/?t=scribd

1. Network With America’s Leading Online Travel Marketers
Early Bird
D iscount
SAVE $30
0!
Register b
Part of the Sales and Marketing Series efo
3 April 20 re
09
Online Marketing Strategies
for Travel USA 2009
3–4 June 2009, Fontainebleau Resort, Miami
Increase Your Online Sales When
Budgets are Under Pressure
and Travelers are Spending Less
Benchmark your strategy against
Get practical advice on spending your marketing
these industry experts and make
budget wisely, effectively, and profitably:
sure you continue to thrive
Value Marketing: How can you maximize the impact of
a limited budget – and deliver increased revenues?
Increase Conversion Rates: What changes should you
urgently make to your website?
Master key areas of SEO: How much will sales increase Dave Kolankarai, Director - Market Management,
Barry Biffle, CMO, Spirit Airlines South Florida, AL, Expedia
when you learn how to trade junk traffic for quality traffic?
Evaluate Social Media Marketing: Can you use it to grow
sales – and will it make you any serious money in 2009?
Exploit Video Marketing: To what extent is video driving
conversions – and what proportion of your budget should
you invest? Edie Bornstein, VP Business Development
& Strategic Partnerships, Carnival Cruise Lines Ted Schweitzer, VP eCommerce, La Quinta
Explore Mobile Marketing: Everyone’s doing it… but can
you be a travel business that actually makes it pay?
Ultimate Online Marketing: What changes do you need to
make to your website to inspire and engage your customers?
Plus…Network with top travel marketers, share Michael Stromer, Director of Interactive Marketing, Shehzad Daredia, Manager,
ideas and experiences, and make the contacts JetBlue Airlines Search Marketing, Kayak
you need to push your company forward
Sponsor: Researched and Organized by:
Jeri Ann, Director of Marketing, Heny Gabay, VP Marketing & Strategy, Ramada/
Marriott Days Inn/Travelodge, Wyndham Hotel Group
Achieve maximum ROI from every marketing dollar you spend online – Details inside

2. Two days of lively debate and in-depth presentations
“This event is a total refreshment of emerging ideas and
knowledge of online marketing in the travel industry”
John Yu, Marketing Manager, Lion Travel
Come to the Conference that shows The dates – June 3-4, 2009 – are in their take to produce an instant bottom line
you how to defy the trend and grow diaries already. And their purpose is clear: result? And are you guilty of any common
your business – even when so many • How can we take advantage of the ‘website sins’ that could be discouraging
people are cutting back on travel recession to gain a competitive potential customers – and driving them
and vacations advantage? into the electronic arms of your fiercest
competitors?
Nothing is safe. Certainly not North • What can we do better/smarter/cheaper
America’s online tourism industry. than our rivals in order to steal market Equally essential to the health and well-
As the global recession bites deeper, share? being of your business is search engine
travel is in decline. Airlines and hotels optimization. Which is why we want to
have reported dismal figures for the first These two vital questions are at the heart be sure you know that merely tweaking
three months of 2009 – and even the of the Conference Agenda. As you’ll see your current tactics could lead to massive
optimists believe it’s going to get worse when you take an in-depth look at the revenue gains.
before it gets any better. details, the emphasis is on changes that
are essential if you’re going to operate
But let’s not give up just yet. After all, successfully during these tricky times. “Great Conference again for all
our industry has enjoyed a decade of the networking opportunities.
spectacular growth – and reports of its The purpose of this year’s event is to give
death are greatly exaggerated. you the knowledge and know-how you Some exceptional speakers.
need to make your marketing budgets An interesting way to keep
Even more important is the savvy elite of work harder than ever before. Right now,
online travel marketers who believe the that begins with shifting spend from brand up with the industry’s main
recession is as much about opportunity as advertising to direct advertising. You’ll trends.”
it is about threat. Despite all the gloom and learn why that’s so important… how to Christel Pellerin, President, Project a la Carte Inc.
doom, people will still get married during maximize the impact of limited budget….
the recession. Not everyone is canceling How to get a clear idea of what’s most
this year’s vacation. Some business trips Add to this case studies from
cost-effective…. And how to put that
just have to be made. And – above all else YellowstonePark.com and TripAdvisor
knowledge to profitable use.
– there are still billions of travel dollars out plus presentations and informed debate
there to play for. from the biggest names in travel: Spirit
“Every presentation provided Airlines, Expedia, Carnival Cruise Lines,
OK, budgets are tight – and under The Mark Travel Corporation, American
scrutiny like never before. Which means
at least one crucial snippet Airlines, La Quinta, InterContinental
that right now, it’s all about prioritizing of information every online Hotels Group, Kayak and Google – to
the opportunities that can show a clear marketer needs to know name but a few – and you will have a clear
revenue benefit. picture of the caliber of the speakers this
to stay current and help event attracts, along with the value of the
So how do you rethink your marketing their company succeed on business intelligence they are eager to
to ensure every dollar you spend delivers share with you.
value for money? the web.”
Mariana Mechoso, Director of eMarketing Services, Should you attend?
You could spend months considering this Hospitality eBusiness Strategies Year after year, this event consistently
vital question. You could arrive at some
attracts senior marketers from across the
answers through trial and error.
As you’d expect, we’ll look at what’s new travel industry. It’s a fantastic place for
But here’s a better idea: Take a proven and exciting in online travel marketing: networking and identifying new business
short-cut and reserve your place at Online Mobile technology, video marketing and partners. And, of course, the quickest and
Marketing Strategies for Travel USA 2009? social media marketing. You’ll learn which most interesting way to get a complete
of these three is most likely to generate understanding of all the top-of-agenda
a decent payback for your particular topics that are so vital to your business
“I learned a lot about what business. And you’ll get the facts you this year.
people are actually doing in need to join the fast-growing group of
online travel companies that are pressing If you have time – or budget – for only one
the industry, rather than what ahead with one of these potentially hugely Conference this year, reserve your place in
people are just buzzing about” lucrative options. Miami today.
Gwen Nichols, eCommerce Manager,
You’ll also have valuable time away from
Marriott International
the office to reflect on your own website. This event will sell
Should you commit budget to an upgrade?
Already, the online travel industry’s major out. Immediate
Is something more radical required? If you
players, along with scores of your peers, regard your site as an evolving work-in- booking is strongly
are preparing to converge on Miami. progress, what immediate steps can you recommended.
Register now at www.eyefortravel.com/online-marketing

3. Get expert advice on balancing proven channels with the latest trends
Day One: Wednesday June 3 – 9am – 7.30pm
Session 1: Presentations & Panel • In-house PPC: How do you set it up? How do • Hear which social media tools will increase
you test it? Which parts of the day/week are conversions on your website. How much do
Smart Marketing: How Can You best for conversions? What techniques are these tools cost and what is the return?
Make Your Marketing Budgets available on Google? • Combine search and social media to increase
Work Even Harder? • What are the pros and cons of CPA and CPC qualified traffic to your website and appear
In a tough economy, when your budgets are being advertising in terms of cost and the ability to track? higher in search engine rankings
scrutinized as never before, shrewd marketing • What’s the easiest way to target your search • Social media doesn’t cost much, but how do
decisions are essential. That means paying terms to reach a specific audience e.g. affluent you find the right people to manage it?
eagle-eyed attention to ROI, rather than relying on traveler, conference delegates?
• The holistic approach: How important is it to
gut instinct or unproven marketing ideas. Every • What search tactics are cheap and easy? build a simultaneous presence on all prime social
marketing dollar you control must now prove its networking sites – Twitter, Facebook, Flickr, etc.?
• Understanding the semantic web: How can you
worth – heralding a big shift to direct response
make money from it? • Do sites like Facebook and MySpace constitute
online campaigns that can easily be tracked to
demonstrate your ROI. • How can you exploit the power of social media a receptive travel market – or is your money
to improve your search engine optimization? better spent on travel-specific sites?
• What’s the smartest way spend your marketing
budget right now? • Mapping the customer journey: How do you • How can you exploit travel-specific UGC sites
identify how your customers find you online? and niche sites to reach customers during the
• Achieve the right balance between traditional
• Which SEM tactics demand monetary investment research and planning phase?
channels and the latest options
• Maximize the impact of a limited budget: Which – and which rely more on staff expertise? • How are top travel companies monetizing social
less costly techniques, leveraging web 2.0 Shehzad Daredia, Manager, Search Marketing, Kayak media – how much are they making?
technologies, are worth considering? John Hach, VP Media & Industry Relations, TravelCLICK Gary Jackson, Business Relationship Manager,
• Use the latest website analytics and campaign Gregg Truman, VP Marketing, South African Airways Travel Industry Partnerships, Google
tracking technology to accurately measure Steven Hattem, VP Marketing & Sales,
your results Roundtable Lunch Break CruiseOne & Cruises Inc.
• Marketing leverage: Get tips on making Isaac Gerstenzang, Corporate Director of E-Commerce,
every element of your campaigns consistent Case Study: The Ultimate Website: Destination Hotels & Resorts
and integrated Use Digital Media to Reach the
• Instant results equal increased profit: How to set Networking Coffee Break
Undecided and Inspire Them to Come
measurable goals, track the results of your web
YellowstonePark.com has been voted the world’s
2.0 tools, and respond in real time to add to the Presentation: How Important is Video
bottom line No 1 tourism site, with 60 million hits, 5 million
page views, and 3 million unique visits annually, in Your Online Marketing Strategy?
• How do the experts identify powerful media
with the average visitor spending fifteen minutes • What percentage of your budget should you
partners and strategic media vehicles?
visiting trip notes. Not bad for a small company consider spending on video content – and what
• Closely targeted direct marketing: Why a clear based in Wyoming…What can your own business is the likely ROI?
understanding of your guest profiles and feeder learn from their marketing experiences?
markets is so important • In a world of YouTube, how important is video
• Learn why it’s important for destinations to
Barry Biffle, CMO, Spirit Airlines production quality?
create websites that not only provide a trip-
Michael Bennett, General Manager, Cheapflights.com planning resource, but that inspire • To what extent does video drive conversions?
“Caribbean Jim” Hobbs, President/Founder, • YellowstonePark.com, as well as its 4 sister sites, • What is the role of video content compared to
CheapCaribbean.com use destination-focused trip notes rather than user photographs?
Ted Schweitzer, VP eCommerce, La Quinta reviews. The average customer to its sites spends • Exploit video content to appear higher in search
Heny Gabay, VP Marketing and Strategy, Ramada, 15 minutes reading trip notes. Find out how to engine rankings: What is best practice for using
Days Inn, Howard Johnson & Travelodge, Wyndham get your audience to provide original content that meta-tags and page descriptions?
Hotel Group inspires and engages your customers
• What technology is driving the explosion in online
• Get advice on other forms of new media that video content?
Networking Coffee Break enable word-of-mouth and further promote your
destination or product Brian Robb, SVP Corporate Development,
The Mark Travel Corporation
• Email is still one of the most cost-effective ways
Session 2: Presentations & Panel to engage your audience and to turn them into
Advanced Search Engine Marketing visitors, customers and content contributors. Closing Keynote Presentation: Got to
Tactics For Improving ROI Learn about 3 different ways National Parks Get you Into My Life: Coming Together
Interactive uses email to generate customer to Build Better Business
In this session you will find out why investing on content, feedback and participation
search remains your best option when faced with a Shelli Johnson, Chief Strategist, National Parks • In this year of value, figure out how to reevaluate
limited budget. And how just tweaking your current Interactive/Yellowstone International – and deliver what your customers really need
tactics could result in massive revenue increases. • During a time of restructuring, learn to identify
You’ll find out how to improve the quality of traffic –
and dramatically increase conversions.
Session 3: Presentations & Panel and forge alliances that put everyone ahead
• How can you use data from search to convince Harness the Power of Social Media to • In the age of technology, see how to manage the
Build Brand Awareness, Drive Traffic rapid influence of community comment
decision makers your results warrant additional
spending – even when money is tight? and Increase Sales • Amidst the boom of social media, hear how to
• Where should you invest your money for add new tools to your marketing arsenal
• Discover how to use social networks to build
short-term and long-term gain? Nathan Clapton, Senior Director, Brand Distribution,
brand awareness, leverage brand advocates and
• How do you create a search strategy where TripAdvisor
convert new audiences
conversion is key?
• Which social media sites are the best fit for your
• How can you trade junk traffic for highly Networking Drinks Party
specific brand?
qualified traffic?
Return to your office with a long list of prof

4. Benchmark your strategy against the world’s leading travel companies
Day Two: Thursday June 4 – 9am – 4pm
Keynote Presentation: Networking Coffee Break
An Expert Insight into Online Networking
Marketing in Hospitality Session 6: Presentations & Panel Opportunities
• Get top tips and inside predictions from a top
Your Website: What Can You Do Better
Online Contact Center: Our online system allows
travel industry expert: What can you learn from – And How Well Will You Be Rewarded?
InterContinental Hotels Group when it comes
you to arrange meetings with your fellow delegates
The most powerful marketing improvements before and after the event.
to online marketing? you can make are almost certainly close to
• How is InterContinental’s social media strategy home… on your website. After all, it’s your Networking Reception: Being held in the exhibition
driving brand awareness and generating sales? cheapest channel in terms of distribution costs hall one day one, this informal environment is the
• Social media, search, web email: How does and probably receives the highest number of
perfect opportunity for you to see the products on
InterContinental rank these tools in terms of bookings.
spend and ROI?
offer and discuss the issues that have been raised.
Any site more than two years old probably needs
Del Ross, VP Distribution Marketing (Americas), a major update. Website design is so important
InterContinental Hotels Group it’s essential to meet 2009 standards, especially
as studies show the quality of your visitors’ Session 2: Presentations & Panel
Presentation: Take a Holistic website experience is directly related to their Mobile Technology: Are You Ready
online conversion rate. Or to put it another way, for the BIG Take-Off?
Approach to Online Marketing:
those who accurately measure and improve their
How to Make Every Element of Your customers’ online experience will see an increase EyeforTravel research has determined that 2009
Campaign Consistent and Integrated in sales: is the year of significant investment in mobile
• How well is your site optimized to ensure technology for the North American travel industry.
• The demographic of online travelers is
customers have the best experience – and Thirty per cent of travel companies tell us they
becoming increasingly diverse. How can you
deliver the highest possible conversion rates? intend to invest in mobile for the first time this
ensure that your web marketing engages with
year. And it’s also worth noting that almost
all your potential customers? • How can you easily modify your website to three-quarters of the 800+ companies we’ve
• Search engines, meta-search, social networks, boost conversion rates, improve search engine quizzed believe mobile will become an
content publishers, mobile…as the locations rankings and website revenues? increasingly important element of their digital
to reach your customers online become • Website promotion: How can you enhance strategies. Quite simply, the next couple of years
increasingly diverse, how do you decide where your website with content-rich features, are going to be the take-off for mobile in travel.
to be to maximize sales and minimize cost? incorporate the latest trends and enhance How should you prepare?
• How can you measure which elements of usability?
• What is finally driving investment in mobile?
your marketing strategy truly influence the • What should you absolutely definitely avoid
purchasing decision? on your website? • What demographic and regional trends do
you need to be aware of?
• Get expert advice on measuring your • Content and copy: What can you learn from
performance to ensure all parts of your your competitors in terms of the way they • How can you use mobile technology to
marketing campaign are delivering a return display their services, amenities and facilities, generate ancillary revenues, achieve higher
on investment use of graphics, and their search engine response rates and notify your customers of
Dave Kolankarai, Director - Market Management penetration? unexpected events?
(South Florida / AL / GA), Expedia • Conversion tools: Learn from travel companies • How much do you need to spend on set-
that deploy user generated content to gain trust up costs – and what kind of ROI can you
and improve search engine rankings confidently expect?
Stay at Miami’s • Hear how to use mobile as a customer
• Your target audiences: Should you refine them
most glamorous even further and offer a more personalized acquisition channel
hotel – and enjoy approach to different segments? • Find out how mobile devices can enhance
the luxurious • Using packages and promotions to promote the value of destination guides and trip
planning tools
results of a $1 your website: According to TIA 76% of
consumers will book a package vacation in • How does travel content become more
billion makeover. 2009 to save money – how can you profit? powerful when it is combined with location-
• What key metrics should you use to work out based services?
how well your website is performing? • How have mobile applications impacted
Presentation: Learn How to Analyze Michael Stromer, Director of Interactive Marketing, how customers want to see and use their
Customer Segments, Demographics JetBlue Airways travel itineraries?
and Feeder Markets Edie Bornstein, VP Business Development and Strategic • Mobile search: How do you ensure mobile
Partnerships, Carnival Cruise Lines devices find your site?
• What is the industry best practice for
customer segmentation? • Mobile web design: What are the essentials
Roundtable Lunch Break of build a travel site that makes mobile users
• How do you put analysis at the core of book?
your marketing?
• Mobile transactions: What barriers prevent
• What tools do you need to analyze and people booking via their mobile devices –
segment your customer data effectively? Informal Atmosphere and Ideal Venue:
and how can you overcome them?
• How to use data and data analytics to enhance This is an intimate conference so Michael Dalesandro, CEO, Where I’ve Been
your customer experience? if someone is there, who you Martin Stoll, CEO, Goseetell Network
• Understand the customer journey – serve up would like meet, you are Fraser Campbell, CEO, Wcities
the right proposition at the right point in the
research and buying cycle
guaranteed to find them and Josh Steinitz, CEO, NileGuide
Jeri Ann Hart, Director of Marketing, Marriott
exchange business cards. Networking Coffee Break
it-boosting ideas and fresh industry contacts

5. Register on the Secure Website at www.eyefortravel.com/online-marketing
Part of the Sales and Marketing Series
Regis
ter be
Online Marketing Strategies April
SA
f
3, 200 ore
9 to
VE $3
for Travel USA 2009 00!
June 3-4, Fontainebleau Resort, Miami
This conference is a key forum for
high-level executives to network,
HOW TO REGISTER
learn and discuss future strategy. DISCOUNTS:
See what your fellow travel 5 WAYS TO REGISTER Early Bird offers could save you $300!
marketers have said about last • EMAIL: helen@eyefortravel.com. We will need your full For group discounts please call
year’s event: contact details to process your registration James Brown on +44 (0) 207 375 7551
or email jamesb@eyefortravel.com
• ONLINE: Go to www.eyefortravel.com/online-marketing
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Call the Booking Line on +44 207 275 7551 to Reserve Your Place Today!

6. Network With Key Figures in Online Travel Marketing in Miami this June
Part of the Sales and Marketing Series Regis
ter be
April f
3, 200 ore
Online Marketing Strategies SA VE $3
00!
9 to
for Travel USA 2009
June 3-4, Fontainebleau Resort, Miami
Make the essential contacts you need Just imagine what you could
to boost your online campaigns and get learn from these leading hotels,
real-world advice from marketing experts airlines and online agencies
This well-established conference consistently attracts over 200 of the top Barry Biffle, CMO, Spirit Airlines
marketing executives in the travel industry. This is a great opportunity for Dave Kolankarai, Director - Market Management
you to meet with, and network with, the leading minds in travel marketing. (South Florida / AL / GA), Expedia
Last year, the conference attracted the true innovators in online travel from Ted Schweitzer, VP eCommerce, La Quinta
some of the world’s most profitable travel companies. Just have a look at
Heny Gabay, VP Marketing and Strategy, Ramada,
the breakdown of our previous attendees…
Days Inn, Howard Johnson & Travelodge,
Wyndham Hotel Group
Previous attendees by sector
Shehzad Daredia, Manager, Search Marketing, Kayak
40% Director Nathan Clapton, Senior Director, Brand Distribution,
27% Manager
40% Director TripAdvisor
18% Vice-President
27% Manager Edie Bornstein, VP Business Development and Strategic
Partnerships, Carnival Cruise Lines
9% Vice-President
18%CEO/MD/President
Gregg Truman, VP Marketing, South African Airlines
6% SVP/EVP
9% CEO/MD/President Michael Bennett, General Manager, Cheapflights.com
6% SVP/EVP “Caribbean Jim” Hobbs, President/Founder,
CheapCaribbean.com
Previous attendees by sector John Hach, VP Media & Industry Relations, TravelCLICK
Shelli Johnson, Chief Strategist, National Parks
54% Hotel/Resort/Accommodation Provider Interactive/Yellowstone International
35% Technology/Marketing Solution Providers
54% Hotel/Resort/Accommodation Provider Michael Dalesandro, CEO, Where I’ve Been
28% Other Suppliers (Cruise, Car, Airlines) Martin Stoll, CEO, Goseetell Network
35% Technology/Marketing Solution Providers
26% Other Suppliers (Cruise, Car, Airlines) Josh Steinitz, CEO, NileGuide
28% Online Travel Agencies
Fraser Campbell, CEO, wCities
14% Social Travel Sites
26% Online Media Agencies
Gary Jackson, Business Relationship Manager,
10% Search Engines
14% Social Media Sites Travel Industry Partnerships, Google
9% Search Engines
10% Press, Academics, Consultants Steven Hattem, VP Marketing & Sales, CruiseOne
9% Press, Academics, Consultants & Cruises Inc.
Brian Robb, SVP Corporate Development, The Mark
Travel Corporation
5 Easy Ways to Register Jeri Ann Hart, Director of Marketing, Marriott
Michael Stromer, Director of Interactive Marketing,
JetBlue Airways
Email: helen@eyefortravel.com Del Ross, VP Distribution Marketing (Americas),
InterContinental Hotels Group
Fax: +44 (0)207 375 7576 Isaac Gerstenzang, Corporate Director of E-Commerce,
Destination Hotels & Resorts
Call: +44 (0)207 375 7551
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