Use Social Media, Search, CRM & Rich Content to Drive Traffic and Boost Conversions. http://events.eyefortravel.com/sales-and-marketing/conference/#?t=scribd http://www.eyefortravel.com/?t=scribd

1. If
SAu boo
y o
VEk bef
€2ore 17
Sales and Marketing
00th Ju
in Travel Summit Europe 2009
ly
13-14 October, Andels Hotel, Prague
Use Social Media, Search,
CRM & Rich Content to Drive
Traffic and Boost Conversions
Hear case studies and top tips from these leading travel brands
Sandra Leonhard, Director Geraldine Calpin, Martin Verdon-Roe, Paulo Salvador, Iain Pringle, Head of Customer
of Web Strategy & Business VP e-Commerce, Director of Sales, Europe, SVP CRM & Loyalty, Insight & Loyalty, The Mileage
Development, TUI Hilton Hotels TripAdvisor Accor Group Company, British Airways
Barbara Pezzi, Director Web Steven Taylor,
Jesper Palmqvist, Director Ghislain D’Auvigny, Senior Director Digital, David Oliver,
Marketing & E-commerce -
eCommerce - EMEA | APAC, Commercial Director, Director, Marketing
Swissotel Brand, Fairmont Loyalty, Partner Marketing,
Wyndham Hotel Group Pierre & Vacances Group Starwood Hotels & Resorts Programmes, Hertz Europe
Raffles Hotels International
One Summit, Two Insightful Conferences
Getting the most out of
your marketing budget is 1 ONLINE MARKETING STRATEGIES IN TRAVEL
a top priority for all travel Search, email, social networks, mapping, mobile… as
the locations to reach your customers online become
companies at this time increasingly diverse, how do you decide how to
balance your marketing communications to get the
This event will cut through the maximum return?
hype and give you the real low
down on which marketing trends 2 SOCIAL MEDIA STRATEGIES IN TRAVEL
are just passing fads and which
are valuable must-haves. Analyse the current rapidly changing social media
and UGC landscape. Hear real-life case studies on
how travel companies are using social media to
NEW FOR 2009 their advantage
Explore key themes in e-CRM & Loyalty.
Save weeks of research – get all the
Learn how to identify, target and retain
your most valuable customers
up-to-the-minute market information
you need in just 2 days!
OPEN NOW TO SEE THE FULL SUMMIT AGENDA

2. Use the Latest Innovations in Online Marketing and Social Media
to Cut Through the Noise and Target Your Most Valuable Customers
So much has changed in the last year. The new But how can you measure the effectiveness of each and
economic and technological landscape has altered every Euro that you spend? What new tools are available
your customers’ wants, needs and expectations to you at little extra cost? What if precise measurements
- forever. Travel marketers across the globe can’t be put in place?
have been forced to re-examine their marketing
uNdErSTANd A CHANGEd CuSToMEr
strategies to survive.
As your customers examine and
SEPArATE THE Biz ‘What I particularly liked about the event
scrutinise your products and services
FroM THE Buzz was the range of speakers; each topic through new lenses you cannot afford to
seemed to be covered from all sides, with ignore the importance of using the right
According to a recent study by practical industry examples’ tools and media.
EyeforTravel Research, 55.9% Michael Morrison, Visit Scotland
of UK consumers polled said Search, email, social networks, content
a user review had influenced publishers, mobile - the locations to reach
their decision to purchase a your customers online have become
travel product or service. Let’s face it. People love to talk increasingly diverse. This, combined with the fact that
about travel – including your brand. Travel communities, your customers are harder to retain and the time they
blogs and user reviews litter the Internet landscape. spend searching is now much longer, means it is critical
If you are not a part of the conversation then your that you leverage “intelligent,” triggered communication
competitors will be. approaches to engage, motivate and sustain customer
interaction in all market environments.
Less than a year ago
most of us hadn’t even ‘The event gives a great opportunity to Don’t trawl a broader audience, focus on a
keep my finger on the pulse as to what is tighter one - is the key message to marketers
heard of Twitter, let
going on in the online travel market.
alone imagined how It’s also an occasion where you can
today. Target your most valuable customers
such a simple tool could network with senior people within the by identifying quick-win cross-sell and up-sell
cause such a buzz. The travel industry’ opportunities and send relevant offers at the right
social media skeptics Anneli ritari, Bigmouthmedia price at the right time.
were still out in force,
convinced that it was a A MuST-ATTENd EVENT
passing fad. How wrong they were! This is the only event in the world to bring together
Like it or not, social media is revolutionising the way we specific case studies from the travel industry on best
communicate with one another, and with our customers. practices in online marketing, social media and e-CRM.
It’s evolving into an essential tool for marketers to We’ve spoken to many innovative marketing and
engage with and profile customers, generate leads and e-commerce leaders from the across the travel industry
create brand stickiness. to ensure that this summit agenda is 100% relevant to
your business needs.
But with the plethora of social media tools and websites
out there, how do you know which ones will add value The two
‘A great event to meet professionals
to your business? And how much time, resources and co-located
specifically from the travel industry
money do you realistically need to achieve your conferences but more importantly to discuss topics
desired goals? ‘Online Marketing relevant to web with those facing
Strategies in similar opportunities and issues.
Travel’ and ‘Social Very thought provoking!’
CAPiTAliSE oN A NEW ECoNoMiC rEAliTY Chris Knights, Choosetotravel.com
Media Strategies
And then there’s the issue of the rapidly changing in Travel’ will
economic environment. Nine months ago we realised allow you to drill
we were in for a tough ride. As panic set in budgets down to the specific areas of interest to your business.
were slashed leaving travel marketers with high targets Our expert speakers are all travel professionals and
to reach but with less money to spend and fewer know exactly what information you need to navigate the
customers to chase. marketing minefields and lead you to higher revenues.
Your budget is being scrutinised like never before
and this greater emphasis on So what are you waiting for? Join us on
accountability means that it 13-14 October in the beautiful city of
‘Well organized, well moderated event
is essential that every cent with good, relevant presentations’ Prague – we guarantee you will go home
of your marketing spend Mo Bulbrook, Cheapflights buzzing with new ideas to implement the
proves its worth – relying on moment you return to your desk.
gut instinct is not enough.
Page 2 How many of your colleagues could benefit from these conferences? Pass this information on!
Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com

3. Network with the Best Minds in Online Marketing
and Social Media from the Travel Industry
NEW FOR 2009 Hear from these leading
Focus on e-CrM & loyalty Strategies
travel brands
Follow this Key Theme throughout the 2 days Paulo Salvador, SVP, CRM & Loyalty, Accor
Social Media and online Marketing Think Tanks Sandra Leonhard, Director of Web Strategy
Join Interactive Discussion groups and have your say! & Business Development, TUI
Martin Verdon-Roe, Head of Sales Europe,
Hear Social Media and Twitter Case Studies
TripAdvisor
from the industry
Sebastian Heinzel, CEO, tripwolf
Separate the Biz from the Buzz Geraldine Calpin, VP e-Commerce,
Analyse the Business Case for Social Media
Hilton Hotels
Amélie Bourgeois, Direct Marketing &
Internet Director, Disneyland Paris
Choose from Two Interactive Ines Verburgh, e-Commerce Distribution
Manager, Visit Britain
Conference Agendas Ghislain D’Auvigny, Commercial Director,
Pierre & Vacances Group
1 ONLINE MARKETING STRATEGIES IN TRAVEL Richard Verhoeff, Director e-Commerce,
Center Parcs Europe
 Hear Top Tips from Hilton on How to Make Every Cent Malte Siewert, MD, Trivago
of Your Marketing Budget Work Harder
Steven Taylor, Senior Director Digital,
 A Changed Audience - Understand How to Adapt to Loyalty, Partner Marketing,
Your Customer’s Evolving Travel Purchasing Behaviour Starwood Hotels & Resorts
 Learn How to Effectively Choreograph your Marketing Thorvald Stigsen, CEO, Momondo
Communications for Optimal Results
Barbara Pezzi, Director Webmarketing
 Focus on Conversions – Take Home Simple Steps to & Ecommerce - Swissotel Brand,
Convert Lookers to Bookers Fairmont Raffles Hotels International
 Understand the Importance of Integrating Local David Oliver, Director, Marketing
Content into your Online Marketing Strategy Programmes, Hertz Europe
 Stay at the Forefront of Search Adam Healey, Co-Founder & CEO,
Hotelicopter
2 SOCIAL MEDIA STRATEGIES IN TRAVEL Jared Salter, Founder, Joobili
 The New Social Media Landscape – Understand the Role Paul Harrison, Managing Partner,
that Social Media Plays in the Travel Marketing Mix Carve Consulting
 Social Media Strategy – Set the Right Goals, Budget and Niki van Wijk, VP e-Commerce, Transavia
Resources and Avoid the Pitfalls Iain Pringle, Head of Customer & Loyalty
 User-Generated Content – Increase Customer Dialogue Insight, The Mileage Company,
and Understand its Impact on the Purchasing Cycle British Airways
 Examine the Relationship between Social Media, e-CRM, Jesper Palmqvist, Director eCommerce -
and Brand Engagement EMEA | APAC, Wyndham Hotel Group
 Social Media Metrics – Can the return on Social Media Wesley Put van den Beemt, Lecturer,
and UGC be Measured Effectively? International Tourism Management,
NHTV University of Applied Sciences
 Driving Results – The Business Case for Social Media
Terry Kane, Director of Digital Strategy,
Pick and choose sessions from each conference track Jumeirah
to create the perfect agenda to suit your business
needs. Turn over for the full programmes! AND MORE!
Group discounts available - get your colleagues involved! Page 3
Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com

4. ONLINE MARKETING STRATEGIES
IN TRAVEL CONFERENCE
dAY 1: Chaired by Paul richer, Managing Partner, Genesys
KEynotE – PrESEntatIonS and PanEl CaSE StudIES & dISCuSSIon
A Changed Audience - Your • Maintain a laser focus on driving more Focusing on Conversions – Simple
Customer’s Travel Purchasing targeted, sophisticated campaigns that Steps to Convert Lookers to
Behaviour is Changing. What present consistent messages across
Bookers
Are You Doing to Adapt Your multiple channels
• Coordinate your digital marketing If your customers are unable to find what
Marketing Strategy?
campaign (SEo, PPC, Social Media, they are looking for, or struggle with the
There’s no doubt that the rapidly changing
Display, etc) to provide a better ROI booking process, your competitors are just a
macro-economic environment has had
click away.
a profound effect on travel consumer Spotlight on e-CRM
behaviour across Europe. This, complied • Hear tried and tested examples from travel
• In light of the new economic reality, don’t companies on how to convert lookers to
with the arrival of a ‘new marketing age’
trawl a broader audience focus on a bookers
where consumers are more informed than
tighter one. Understand how can you • What is important to customers when
ever and increasingly seek relationships with
identify and successfully target your most researching, selecting and purchasing
companies, mean that your customers are
valuable customers and increase revenues holidays online?
now looking at your product and services
through new lenses. • Identify quick win cross-sell and up-sell • What content truly assists the customer
opportunities within your current database purchasing decision?
• With the biggest challenges come the
biggest opportunities. Understand how the • Don’t overlook the task of acquiring new • How can you effectively track all the
most savvy travel companies are adapting customers. Understand how to acquire customer’s online activity prior to
their marketing strategy to retain existing new customers at little extra cost purchase and pinpoint what led to the
conversion?
customers, acquire new customers and • replace sporadic communication with
gain market share your customers with true customer Spotlight on e-CRM
• Analyse the current European competitive lifecycle management • What role does loyalty play in encouraging
landscape. Which travel companies are • Dramatically reduce your cost-per-lead stickiness and increasing conversions?
successfully engaging their customers by delivering highly targeted marketing • Does your website successfully address
and riding through the downturn? What communications to specific segments different customer groups? What location-
insights does this give into current based technologies can be deployed to
Iain Pringle, Head of Customer & Loyalty
European consumer behaviour? assist the personalisation process and
Insight, The Mileage Company,
• Ensure you are fully up to speed with the lead to conversions?
British Airways
latest trends in consumer behaviour, when CoffEE BrEAk
it comes to purchasing travel online and LUNCH
offline CaSE Study & dISCuSSIon
• Understand which factors – price, CaSE Study and dISCuSSIon Improve the Performance of Your
destination, online booking capability – are Email Marketing Campaigns
Measure the Return on Your
having the most impact on travel spend
Marketing Spend – Understand In this hectic email marketing landscape, it’s
and analyse where you should concentrate
your marketing efforts
How to use Marketing Analytics still very important to send precise emails
Tools Effectively that resonate strongly with your readers.
• What role does engagement marketing
This means never overlooking any aspect of
play in the new marketing age? At this crucial time, identify the holes in
your campaign.
Ghislain d’Auvigny, Commercial Director, your marketing strategy and avoid leaking
valuable marketing Euros down the drain. • Email marketers need to be more targeted
Pierre et Vacances Group
and relevant than ever as they continually
Jesper Palmqvist, Director eCommerce - • How do you put analysis at the core of
your marketing strategy? strive to stand out. Consider how to
EMEA | APAC, Wyndham Hotel Group balance design vs. audience needs
• Get expert advice on measuring your
CoffEE BrEAk performance to ensure all parts of your • Understand how to use site navigation
marketing campaign are delivering optimal as part of your email design to keep the
PrESEntatIonS and PanEl user experience consistent from email to
return on investment
Effectively Choreograph Your • How can you use data analytics to website to checkout
Marketing Communications enhance your customer experience across • focus on transactional messaging and
In today’s economic climate, it is critical that all your customer touch points? driving traffic to your web site
organisations leverage “intelligent,” triggered • Web analytics – are you taking full • Understand how email can be used to
communications approaches to engage, advantage of the simple, free tools drive social media campaigns
motivate and sustain customer interaction in available to measure online performance?
all market environments • Nearly 9% of European customers read
• Where a reliable metric is not in place,
emails via mobile devices. Ensure your
• Search, email, social networks, content how can you decide on the effectiveness
emails are ‘mobile friendly’
publishers, mobile…as the locations to of a particular marketing tool?
reach your customers online become • Is true marketing accountability David Oliver, Director, Marketing
increasingly diverse, how do you attainable? Make sure you are getting the Programmes, Hertz Europe
decide how to balance your marketing right level of return on every marketing Amélie Bourgeois, Direct Marketing &
communications? euro you spend Internet Director, Disneyland Paris
• Consumer journeys – examine the Barbara Pezzi, Director Web Marketing & NEtWorkING DrINkS rECEPtIoN – rElAx
customer booking path and hear e-Commerce - Swissotel Brand, Fairmont AND UNWIND ovEr A DrINk AftEr AN
examples of how to target the customer Raffles Hotels International INforMAtIoN-PACkED fIrSt DAy
more effectively with the right media at
each stage
Page 4 How many of your colleagues could benefit from these conferences? Pass this information on!
Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com

5. Visit www.eyefortravel.com/smeurope For The Latest Agenda Updates
dAY 2: Chaired by Paul richer, Managing Partner, Genesys
KEynotE – PrESEntatIonS and PanEl PrESEntatIonS and PanEl PrESEntatIonS and PanEl
Making your Marketing Budget Understand the Importance of Smarter Search Strategies –
Work Harder - Get the Greatest Integrating Local Content into Ensure you Stay at the Forefront
ROI on Your Marketing Spend your Online Marketing Strategy of Search
your marketing budget is being scrutinised Events, restaurants, attractions, nightlife The search arena is constantly evolving.
like never before and yet the pressure to – just some of the reasons why travel Companies big and small are moving
deliver results is even higher. It is essential consumers choose to go to a specific forward, experimenting with searches based
that every cent of your marketing spend destination. How can you integrate and on complex sentences, images, video and
proves its worth – relying on gut instinct is leverage such local content to improve audio, mashing up mobile search with
not enough. Our expert speakers will show SEo, convert traffic and ultimately increase location data, and aiming to make results
you what really works and what doesn’t revenues? more useful than the traditional list of links.
– saving you valuable time, money and • As search becomes more advanced, how
resources. this session alone will justify • Analyse what local content is relevant to
can you ensure that you get the basics
your attendance at the conference! the customer in relation to their decision
right and are driving quality traffic not junk
oNliNE MArKETiNG STrATEGiES iN TrAVEl CoNFErENCE
to book a certain holiday traffic to your site?
• In this year of value – understand how
to evaluate and assess the true worth of • Inspirational content – how can you • keeping up with Google – ensure your
every marketing Euro you spend leverage local content to inspire your SEo strategy remains competitive
customer and increase traffic and
• How can you maximise the impact of a • Mapping the customer journey – how can
conversions?
limited budget? you identify how your customers find you
• Hear how you can use a combination online?
• Measuring true roI - take a hard look to
of tools such as geo-data, social • How do you create a search strategy
define what goals you want to reach and
networking, user-generated content to where conversion is key?
avoid getting distracted along the way
inspire the customer
• Balance offline vs. online marketing • Ensure your videos, maps, podcasts,
strategies – are both still needed? How • Integrate local content into the research blogs and images help you climb the
can they effectively fuel each other? and booking path – how does this work? search rankings.
What results can be gained through • the long tail of search – how can you use
• Email marketing, online advertising,
integration? local attractions, events and restaurants
search etc which media vehicles can you
use to add the most value? • Geo-Content – how can advances in to improve search optimisation?
• Which new trends are worth integrating online mapping techniques based around • What value can user-generated content
into your marketing mix and which the destination drive quality traffic to your and social media add to your search
should you approach with caution? site and boost conversions? strategy?
• How can you make your presence on • SEo advantages – use local content to Adam Healey, Co-Founder & CEO,
the web more meaningful? What new jump up the search rankings Hotelicopter
technology is available to cut out the • Which third party sites such as DMos PanEl
noise and ensure you’re communicating or social, or community sites can be
effectively with your customers?
Debate the Future of Search
leveraged to add valuable content and
Geraldine Calpin, VP e-Commerce, to achieve your revenue and conversion • How are search comparison sites
Hilton Hotels goals? evolving? Will we see a convergence
from different business models such as
Niki van Wijk, VP e-Commerce, transavia Ines verburgh, E-commerce Distribution that of tripAdvisors’ flight search engine?
Manager, VisitBritain • What impact will Microsoft’s Bing have
CoffEE BrEAk richard verhoeff, Director e-Commerce, on travel search?
Center Parcs Europe • Which search comparison site business
PrESEntatIonS and PanEl models are the most effective in driving
Jared Salter, Founder, Joobili
Achieve the Optimal Balance quality traffic to your site at a reasonable
of Rich Media vs. Traditional lUNCH BrEAk price?
Channels • What does the future hold for search
Spotlight on Loyalty – Success comparison sites?
• Avoid drowning your customer in a
Story Martin verdon-roe, Director of Sales,
sea of rich media – understand why
Europe, TripAdvisor (panel only)
context rather than volume of content is • Improve customer retention rates through
Adam Healey, Co-Founder & CEO,
important to ensure your customers get devising the right loyalty strategy to suit Hotelicopter (panel only)
to the real info they really want your customer base
• 15 hrs of video content is uploaded to • Understand how to overcome the
the web every minute. How much rich challenges of moving from a localised to
Online Marketing
media is too much? Hear examples of a globalised loyalty programme across Think Tank
where rich media has gone wrong multiple brands Join this interactive discussion group
• How can traditional channels be used to to brainstorm ideas and learn from
Paulo Salvador, SVP Loyalty, CRM and
drive your online rich media strategies? best practices in online marketing for
Travel Alliances, Accor
• Where can you source compelling travel companies. Go home buzzing
content? What content do customers CoffEE BrEAk with ideas to implement upon your
find useful? return to the office!
Group discounts available - get your colleagues involved! Page 5
Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com

6. SOCIAL MEDIA STRATEGIES
IN TRAVEL CONFERENCE
dAY 1: Chaired by Hugo Burge, Executive Chairman, Cheapflights
KEynotE - PrESEntatIonS and PanEl PrESEntatIonS and PanEl PrESEntatIonS and PanEl
A Changed Audience - Your The New Social Media Landscape Defining your Social Media Strategy
Customer’s Travel Purchasing – What Role does Social Media – Set the Right Goals, Budget and
Behaviour is Changing. What Play in the Travel Marketing Resources and Avoid the Pitfalls
Are You Doing to Adapt Your Mix? • What resources should you allocate to social
Marketing Strategy? media? How costly will it be to manage
According to a recent survey by Adobe
There’s no doubt that the rapidly changing “over 90 percent of respondents are effectively and who should manage it?
macro-economic environment has had planning to invest in new rich media and • What are the advantages and disadvantages
a profound effect on travel consumer social networking technologies to ensure of outsourcing your social media campaign?
behaviour across Europe. This, complied their brands and products stand out on
• What legal aspects do you need to consider
with the arrival of a ‘new marketing age’ the Web”.
when planning your social media/UGC
where consumers are more informed than • Examine the rise in the importance strategy?
ever and increasingly seek relationships of social media and user-generated
with companies, mean that your customers • Is it better to set separate goals for each
content as a cost effective way to
are now looking at your product and portion of your social media campaign? Or
increase brand awareness and
services through new lenses. should you also take a holistic approach when
customer dialogue
it comes to setting targets?
• With the biggest challenges come the • Where does social media and user-
biggest opportunities. Understand how • Which demographic actually uses social
generated content fit into the marketing
the most savvy travel companies are media and how should you plan your social
mix?
adapting their marketing strategy to media strategy accordingly?
retain existing customers, acquire new • With so many different social sites
• Should you concentrate only on the major
customers and gain market share how can you identify where your target
players? Or do emerging and start-up social
audience is?
• Analyse the current European networks offer value, too? How do various
competitive landscape. Which travel • Will we see mass consolidation in sites compare in terms of roI? Who has
companies are successfully engaging the social media arena? Will the large critical mass so far as travel is concerned?
their customers and riding through the otAs continue to buy social media
Paul Harrison, Managing Partner, Carve
downturn? What insights does this companies? What are they actually
Consulting
give into current European consumer buying? Traffic? Brand? User-Generated
behaviour? Content? CoffEE BrEAk
• Ensure you are fully up to speed with • Why does tripAdvisor dominate the PrESEntatIonS and PanEl
the latest trends in consumer behaviour, landscape? And why is there so little
traction in travel-specific social media User-Generated Content - Increase
when it comes to purchasing travel
companies? Is this likely to change? Customer Dialogue and Understand
online and offline
• Why and how has twitter caused such
its Impact on the Purchasing Cycle
• Understand which factors – price,
destination, online booking capability a buzz? Is it a worthwhile tool for travel • Where do consumers consult user-generated
– are having the most impact on travel companies? content in the purchasing decision-making
spend and analyse where you should • How do you decide what social media process? What impact does it have?
concentrate your marketing efforts can do for you commercially, culturally • How can you leverage user reviews to
• What role does engagement marketing and from a brand perspective? increase conversions?
play in the new marketing age? Sandra leonhard, Director of Web Strategy • Should you integrate user reviews into your
& Business Development, TUI website? If so, at what point should they be
Ghislain d’Auvigny, Commercial Director,
integrated into the booking path?
Pierre et Vacances Group thorvald Stigsen, CEO, Momondo
• video user-generated content is currently
Jesper Palmqvist, Director eCommerce - Martin verdon-roe, Director of Sales,
low quality and relatively unstructured. What
EMEA | APAC, Wyndham Hotel Group Europe, TripAdvisor
opportunities exist to develop this area?
CoffEE BrEAk lUNCH BrEAk
• Are user photos going to replace written
reviews in popularity in the travel space?
• What is the right combination of photo
NETWORK WITH THE BEST MINDS IN uploading tools, user-generated written reviews
and blogs? Do you need to provide all of them
ONLINE TRAVEL MARKETING to achieve maximum results?
Revenue generating ideas don’t come from being cocooned in your office. • What are the opportunities to engage your
They come from networking with like-minded professionals, brainstorming customers and encourage dialogue on
social networks such as Twitter via mobile
ideas and discovering tried and tested case studies from those who’ve
platforms?
made it work. The combination of insightful
Sebastian Heinzel, CEO, tripwolf
presentations, networking drinks receptions,
Wesley Put van den Beemt, Lecturer,
and roundtable discussions at this event
International Tourism Management,
will leave you buzzing with new ideas to NHTV University of Applied Sciences
implement upon your return to the office.
Saving you weeks of research and valuable NEtWorkING DrINkS rECEPtIoN – rElAx
time and resources! AND UNWIND ovEr A DrINk AftEr AN
INforMAtIoN-PACkED fIrSt DAy
Page 6 How many of your colleagues could benefit from these conferences? Pass this information on!
Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com

7. Visit www.eyefortravel.com/smeurope For The Latest Agenda Updates
dAY 2: Chaired by Hugo Burge, Executive Chairman, Cheapflights
KEynotE - PrESEntatIonS and PanEl PrESEntatIonS and PanEl CaSE StudIES and dISCuSSIon
Making your Marketing Budget Examine the Relationship between Driving Results - The Business
Work Harder - Get the Greatest Social Media, CRM, and Brand Case for Social Media
ROI on Your Marketing Spend Engagement Profit from the experiences of companies
your marketing budget is being scrutinised your brand is no longer what you say it that have used trial - and error - to discover
like never before and yet the pressure to is, it’s what ‘they’ say it is. Learn how what really drives results
deliver results is even higher. It is essential to effectively foster those social media • Can social media actually drive revenue?
that every cent of your marketing spend interactions that can positively impact your What is its likely roI?
proves its worth – relying on gut instinct is brand, before it’s too late. • Hear case studies from leading travel
not enough. Our expert speakers will show • Define your brand goals and understand brands who have made it pay
you what really works and what doesn’t how social media can go some way to • Use social media to drive quality lead
– saving you valuable time, money and helping you to achieve them generation and reach specific customer
resources. this session alone will justify • leverage brand advocates in a world segments that are unavailable to you via
your attendance at the conference! where consumers select which brands traditional channels
• In this year of value – understand how they choose to engage with • In tough economic times, how do you
• Understand which social media tactics argue the value of social media over
SoCiAl MEdiA STrATEGiES iN TrAVEl CoNFErENCE
to evaluate and assess the true worth of
every marketing Euro you spend rate highest for achieving branding & PR traditional, proven channels?
objectives Malte Siewert, MD, Trivago
• How can you maximise the impact of a
limited budget? • How can blogs, photo sharing and social
END Of CONfERENCE
network pages work together to leverage
• Measuring true roI - take a hard look to
your own brand’s online presence? PrESEntatIonS and PanEl
define what goals you want to reach and
• Use UGC to gain key insights into your
avoid getting distracted along the way Smarter Search Strategies –
customers wants and needs through
• Balance offline vs. online marketing stimulating feedback around your products Ensure you Stay at the Forefront
strategies – are both still needed? How and services of Search
can they effectively fuel each other? The search arena is constantly evolving.
• How can you use social media to build
• Email marketing, online advertising, search more detailed customer profiles? Companies big and small are moving forward,
etc which media vehicles can you use to • Can social media and UGC be used to experimenting with searches based on
add the most value? increase customer retention and loyalty? complex sentences, images, video and audio,
• Which new trends are worth integrating mashing up mobile search with location data,
Steven taylor, Senior Director Digital,
into your marketing mix and which should and aiming to make results more useful than
Loyalty, Partner Marketing,
you approach with caution? the traditional list of links.
Starwood Hotels & Resorts
• How can you make your presence on • As search becomes more advanced, how
lUNCH BrEAk can you ensure that you get the basics right
the web more meaningful? What new
technology is available to cut out the PrESEntatIonS and PanEl and are driving quality traffic not junk traffic
noise and ensure you’re communicating to your site?
Social Media Metrics – Can the • keeping up with Google – ensure your
effectively with your customers?
ROI of Social Media and UGC be SEo strategy remains competitive
Geraldine Calpin, VP e-Commerce, Measured Effectively?
Hilton Hotels • Mapping the customer journey – how can
• first things first, what is it we are you identify how your customers find you
Niki van Wijk, VP e-Commerce, transavia measuring? online?
• Evaluate the performance of social web • How do you create a search strategy
PanEl
conversations and the revenue they drive where conversion is key?
Debate the Future of Search • Are traditional metrics for online activity • Ensure your videos, maps, podcasts,
• How are search comparison sites inadequate for measuring social media? blogs and images help you climb the
evolving? Will we see a convergence from What new metrics such as ‘volume of search rankings.
different business models such as that of mentions’ will become important in judging • the long tail of search – how can you use
tripAdvisors’ flight search engine? the success of your social media strategy? local attractions, events and restaurants to
• What free tools exist to monitor ‘buzz’ improve search optimisation?
• What impact will Microsoft’s Bing have on
travel search? in-house? Is it better to outsource? • What value can user-generated content
and social media add to your search
• Which search comparison site business • What data do you need to understand how
strategy?
models are the most effective in driving well your social media strategy is working?
Adam Healey, Co-Founder & CEO,
quality traffic to your site at a reasonable • How can you use surveys, embedded
Hotelicopter
price? tracking tags and social media monitoring
• What does the future hold for search tools to monitor your social media
comparison sites? initiatives? Social Media Think Tank
Martin verdon-roe, Director of Sales, • IHG use the number of room nights Join this interactive discussion group
Europe, TripAdvisor (panel only) attributed to social media as their metric. to brainstorm ideas and learn from
Adam Healey, Co-Founder & CEO, What should you measure? Are you best practices in social media for
Hotelicopter (panel only) misaligning your goals with your metrics? travel companies. Go home buzzing
Speaker to be announced shortly with ideas to implement upon your
CoffEE BrEAk CoffEE BrEAk return to the office!
Group discounts available - get your colleagues involved! Page 7
Reserve your place now: www.eyefortravel.com/smeurope | Phone James Brown on: +44 207 375 7551 | Email: gina@eyefortravel.com

8. Sales and Marketing
in Travel Summit Europe 2009
13-14 October, Andels Hotel, Prague
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who didn’t make it! training tool for your team • All lunches, • All lunches,
and colleagues who didn’t coffee breaks and coffee breaks and
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Travel Report worth £795!
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