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Marketing in a Digital World 1

MARKETING IN A DIGITAL WORLDJanuary 22-23, 2019 | New York Marriott Marquis

2 2019 Digital Marketing Strategy Conference

THANKS TO HSMAI’S 2019 MARKETING ADVISORY BOARDCHAIR: Dan Wacksman, CHDM, SVP, Marketing and Distribution, Outrigger Hotels & ResortsAnil Aggarwal, CEO, Milestone, Inc.Dustin Bomar, Head of Industry, Travel, GoogleTiffany Braun, CHSP, Chief Strategy Officer, KinshipKatie Briscoe, EVP, Client Services, MMGY GlobalAimee Cheek, CHDM, Director of eCommerce, OTO DevelopmentRobert Cole, Founder-CEO, RockCheetahJessica Davidson, CHDM, Vice President, Digital Content + Creative, Wyndham Hotels & ResortsJames Hansen, CHA, CHDM, Director, Marketing, Best Western Hotels & ResortsBenjamin Hoeb, CHDM, Corporate eCommerce Manager, PCH Hotels & ResortsTheodore Holloway, CHDM, Director of eCommerce, Remington HotelsCarolyn Hosna, CHDM, Sr. Corp. Director, Marketing & Distribution, White LodgingRyan Hudgins, Director, Performance Marketing, IHGMichael Innocentin, Vice President, E-Commerce & Digital, North & Central America, AccorHotelsJohn Jimenez, CHSP, VP of E-commerce, Noble Investment GroupMeghan Keough, CRME, Senior Director, Hotel Strategic Accounts, Expedia Group Media SolutionsSarita Mallinger, Regional Director, Digital Marketing, Kimpton Hotels & RestaurantsDelana Meyer, CHDM, Vice President Digital Strategy, Crescent Hotels & ResortsAmy Mierzwinski, CHDM, Director, Horwath HTLNatalie Osborn, Director, Marketing, SAS Institute, Inc.Olga Peddie, SVP, Client Strategy & Success, CendynMandy Penn, VP, Marketing, Universal Orlando ResortLisa Ross, President, rbb CommunicationsMariana Safer, CHDM, SVP, Client Success, HEBS DigitalJeff Spaccio, VP, Sales and Strategic Partnerships, TambourinePaolo Torchio, CHDM, VP Digital & E-commerce, Two Roads HospitalityMisty Wise, CRME, CHDM, Corporate Director, eCommerce Strategies, Atrium HospitalityMichael Wylie, Head of eCommerce, Interstate HotelsJames Zito, Chief Commercial & Revenue Officer, Club Quarters HotelsHolly Zoba, CHDM, Owner, Influencer Sales

ABOUT HSMAI

HSMAI, a not-for-profit, global association, is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth though sales, marketing, and revenue optimization.

HSMAI’S STATEMENT ON CORPORATE CONFIDENTIALITY

Speakers and attendees are encouraged and expected to actively participate in discussions at HSMAI conferences while at all times respecting the proprietary information and strategy of their companies and other participating firms. HSMAI’S ANTITRUST GUIDELINES

Certain topics are not proper subjects for discussion and consideration at any HSMAI meeting or gathering of members. While it is entirely appropriate to meet as an association to discuss common programs and areas of interest, participants must keep in mind that they may compete with each other to provide lodging or related services. Any agreement or collective action to eliminate, restrict, or govern competition among members may violate the antitrust laws. Participants must not engage in discussions, whether formal or informal, of any subjects relating to pricing or which otherwise may be deemed in violation of applicable federal antitrust laws and state anti-competitive practices statutes.

More specifically, participants at HSMAI events may not: • Discuss current or future prices (including room rates and surcharges)

for lodging or other services provided by you or any other participant. • Discuss raising or lowering prices for lodging or other services

provided by you or any other participant.• Discuss other key business terms associated with delivery of lodging

or other services provided by you or any other participant.• Discuss costs (including commissions and discounts) of goods and

services associated with delivering lodging or other services, including costs of services provided by on-line or other travel agents.

• Discuss profit levels or margins for lodging or other services provided by you or any other participant.

• Discuss allocating markets or customers for lodging or other services provided by you or any other participant.

• Discuss confidential or business-sensitive information, such as service plans, initiatives, or other competitive strategies.

• Complain about prices charged by your company’s competitors or suppliers.

• Discuss refusing to deal with a company (such as a vendor or supplier) because of its pricing or business practices.

• Attend any unofficial or “off the record” sessions or gatherings while attending today’s meeting.

If you have questions regarding any of these guidelines or how they might apply, direct your questions to HSMAI staff on-site or your own internal resources, including legal counsel, before you arrive at an HSMAI event.

VIDEO RECORDING POLICY

The use of video or audio recording equipment, or live streaming devices or applications, during any conference presentation is strictly prohibited.

SHOWCASE POLICY/NO SUITCASING

Solicitation of business at all HSMAI functions and public spaces by anyone other than official partners is strictly prohibited. Exhibitors and attendees are encouraged to report violations to HSMAI staff – so that we can address the issue immediately onsite where we will confiscate the offender’s credentials and escort them from the conference.


SCHEDULE AT A GLANCEJanuary 22-23, 2019Unless otherwise noted, all events are at the New York Marriott Marquis. Check the conference app or website for complete details!

TUESDAY, JANUARY 22

10:00 am – 2:45 pmHSMAI Information Central & Registration Desk Open9TH FLOOR, CANTOR JOLSON

12:30 – 4:30 pm CHDM Review Course (additional registration fee required)4TH FLOOR, O’NEILL

12:30 – 4:30 pmPARTNER INSIGHTS SESSIONS9TH FLOOR, MARQUIS

See page XX for complete details

5:30 – 9:30 pmHSMAI’s Adrian Awards Dinner Reception and Gala (additional registration fee required)6TH, 8TH, & 9TH FLOORS

WEDNESDAY, JANUARY 23

8:00 amRegistration Desk Open6TH FLOOR | BROADWAY BALLROOM FOYER

8:00 – 9:00 amPartner Showcase & Continental Breakfast6TH FLOOR | BROADWAY BALLROOM

9:00 – 10:30 amGENERAL SESSION6TH FLOOR | BROADWAY BALLROOMMarketing in the Age of Assistance…with Gopi Kallayil, Chief Evangelist of Brand Marketing, GoogleExecutive Perspective: View from the Top

10:30 – 11:00 amPartner Showcase: Break for Coffee & Conversation6TH FLOOR | BROADWAY BALLROOM

11:00 – 11:45 amBREAKOUT SESSIONS6TH & 8TH FLOORSStrategic Distribution: Getting to an Effective Channel MixTraveler Trends and Booking Behaviors: Actionable Data and Insights for HoteliersMobile Video Best Practices

12:00 – 12:45 pmBREAKOUT SESSIONS6TH & 8TH FLOORSFinding and Elevating Common Ground Metrics for eCommerce and Revenue Management Reimagining the Hotel Booking Site to Better CompeteThe Progression of Personalization: A Panel Discussion on Operationalizing 1:1 Marketing

12:45 – 1:30 pmLunch & Partner Showcase6TH FLOOR | BROADWAY BALLROOM

1:30 – 2:20 pmGENERAL SESSION6TH FLOOR | BROADWAY BALLROOMDigital Talks: Insights Worth Sharing

2:30 – 3:15 pmBREAKOUT SESSIONS6TH & 8TH FLOORSHotel Data Science Boot Camp for MarketersLegal Headlines and Headwinds for Digital MarketersMaking Your Integrated Marketing Work: Trends and Tools to Maximize Results

3:30 – 4:15 pmBREAKOUT SESSIONS6TH FLOOR | MAJESTIC COMPLEXOptimizing Content for Voice Search & Virtual AssistantsThe Business of Influencer Marketing: More than likes & #hashtagsMarketing to the Rescue: Leverage Digital Opportunities to Mitigate Pricing Reactions and Stabilize Prices

4:15 – 4:30 pmPartner Showcase & Conversation Break6TH FLOOR | BROADWAY BALLROOM

4:30 – 5:30 pmGENERAL SESSION6TH FLOOR | BROADWAY BALLROOMThe Promise of AI…with David Atkins, Principal and Co-Founder, Digital DNA Infusion Flash Points

5:30 – 6:30 pmConnection Reception & Partner Showcase6TH FLOOR | BROADWAY BALLROOM


FLOOR PLANS

PARTNER SHOWCASE

TUESDAY

PARTNER SHOWCASE DRAWINGSUse the Partner Showcase time on Wednesday to connect with colleagues, learn from the conference partners, and talk with speakers. And, don’t forget to register for the chance to win some terrific prizes!@ Arrivedo…3 Neighborhood Guides (& 3 boxes of Peruvian Chocolate)@ BCV…Apple Air Pods@ Expedia Group Media Solutions…Amazon Echo Dot@ Gcommerce…Google Home Mini@ Go Moment…Apple Watch@ IDeaS Revenue Solutions…$150 Amazon Gift Card@ Koddi…YETI Rambler Bottle@ Positive Sentiment…Amazon - Fire HD Tablet + 1 month of reputation management services@ Stackla…Amazon Echo Dot@ TravelClick…$100 Visa Gift Card@ TRAVELNET SOLUTIONS…$100 Gift Card

EXHIBITOR LOCATIONBCV 5Cendyn 3DerbySof t 16Expedia Group Media Solu t ions 8Gcommerce 9Go Moment 1HEBS Digi t a l 6IDeaS Revenue Solu t ions 11Koddi 2Miles tone 12NAV IS 13Stack la 10Tambour ine 7The CHDM 17TravelCl ick 14TRAVELNET SOLUTIONS 4Tr ip tease 15

PARTNER SHOWCASE6th Floor - Broadway Ballroom

MEETING SPACE

6th Floor 8th Floor


12:30 – 1:20 pmPARTNER INSIGHTS SESSIONS

Digital Competitive Benchmarking: Using Digital Competitive Analysis and Data Analytics to Develop Your Marketing Plans9TH FLOOR, MARQUIS C

Sponsored and produced by Milestone

Master Class Series: Strategies on How to Put Your CRM and Reservations Data to Work for You9TH FLOOR, MARQUIS A/B

Sponsored and produced by HEBS Digital


Omnichannel Messaging: What does the future of content creation & distribution look like?9TH FLOOR, MARQUIS C


Master Class Series: How to Capitalize on the Full Travel Planning Journey from Dreaming to Booking to Increase the Direct Channel9TH FLOOR, MARQUIS A/B



Your Website on Steroids: Next generation website technologies for 2019 and beyond9TH FLOOR, MARQUIS C


Master Class Series: Your Website through Your Customer’s Eyes – What Makes them Book?9TH FLOOR, MARQUIS A/B


5:30 – 9:30 pmHSMAI’s Adrian Awards Dinner Reception and GalaFLOORS 6, 8, & 9

An additional registration fee is required. Inquire at the registration desk about onsite registration. Pick up your badge on the 6th f loor before joining the dinner reception from 5:30 – 7:30 pm on the 8th and 9th f loors . The awards presentation begins at 7:45 pm in the Broadway Ballroom on the 6th f loor.

FLOOR PLANS10:00 am – 2:45 pmHSMAI Information Central & Registration Desk Open9TH FLOOR, CANTOR JOLSON

Avoid the lines and pick up your Digital Marketing Strategy Conference badges early. This is also the place to get your questions answered about the Adrian’s Gala and everything else happening during “HSMAI Week” in New York.

8:30 am – 3:00 pmCHIEF MARKETING OFFICER ROUNDTABLE (by invitation only)CROWNE PLAZA TIMES SQUARE

9:00 am – 4:30 pmRESORT BEST PRACTICES ROUNDTABLE (for subscribers only)16TH FLOOR, SKY LOBBY

12:30 – 4:30 pm CHDM REVIEW COURSE (additional registration fee required)4TH FLOOR, O’NEILL

Facilitated by Holly Zoba, CHDM, Owner, Influencer Sales and immediate past chair of HSMAI’s Marketing Advisory Board

This 4-hour workshop will review the key components of the Certified Hospitality Digital Marketer (CHDM) certification materials, and is a great last “cram session” before you take the exam. Additional registration fee required. Inquire at the registration desk about onsite registration.

TUESDAYJanuary 22, 2019Unless otherwise noted, all events are at the New York Marriott Marquis. Check the conference app or website for complete details!


GOPI KALLAYIL

8:00 amREGISTRATION DESK OPEN6TH FLOOR | BROADWAY BALLROOM FOYER

8:00 – 9:00 amPARTNER SHOWCASE & Continental Breakfast6TH FLOOR | BROADWAY BALLROOM

9:00 – 10:30 amGENERAL SESSION6TH FLOOR | BROADWAY BALLROOMMarketing in the Age of Assistance

Gopi Kallayil, Chief Evangelist of Brand Marketing, Google

Today’s consumers are highly empowered because of the digital landscape, which has made them more curious, demanding, and impatient. Brands that are succeeding in today’s world of digital assist the consumer. They look at all consumer touchpoints and reduce friction, and they do so by being personal and by being prompt.

Executive Perspective: View from the TopModerated by Natalie Osborn, Director, Marketing, SAS Institute, Inc., and Member of HSMAI’s Marketing Advisory Board

Jessica Davidson, CHDM, Vice President, Digital Content + Creative, Wyndham Hotels & Resorts

Jeff Doane, SVP of Sales & Marketing - North & Central America, AccorHotels

Tammy Lucas, Vice President of Marketing, Best Western Hotels & Resorts

Flo Lugli, Principal, Navesink Advisory Group and Interim Chief Commercial Officer, Americas, Radisson Hotel Group

This panel of leading hotel marketing executives will bring their diverse perspectives to bear on current events in the hotel marketing landscape, what the future holds for marketing hotels in the digital world, and other important issues affecting the industry today. It is a candid conversation with actionable insights that you’ll only hear at HSMAI – the industry’s only organization committed to fueling sales, inspiring marketing, and optimizing revenue for hotels and their partners.

10:30 – 11:00 amPARTNER SHOWCASE: Break for Coffee & Conversation6TH FLOOR | BROADWAY BALLROOM

WEDNESDAYWEDNESDAYJanuary 23, 2019Unless otherwise noted, all events are at the New York Marriott Marquis. Check the conference app or website for complete details!

PARTNER SHOWCASE DRAWINGS@ Arrivedo…3 Neighborhood Guides (& 3 boxes of Peruvian Chocolate)@ BCV…Apple Air Pods@ Expedia Group Media Solutions…Amazon Echo Dot@ Gcommerce…Google Home Mini@ Go Moment…Apple Watch@ IDeaS Revenue Solutions…$150 Amazon Gift Card@ Koddi…YETI Rambler Bottle@ Positive Sentiment…Amazon - Fire HD Tablet + 1 month of reputation management services@ Stackla…Amazon Echo Dot@ TravelClick…$100 Visa Gift Card@ TRAVELNET SOLUTIONS…$100 Gift Card


Strategic Distribution: Getting to an Effective Channel Mix6TH FLOOR | MAJESTIC COMPLEXCROSS-DISCIPLINE INTEGRATION TRACK

Andrew Rubinacci, SVP, Revenue & Distribution, Omni Hotels & Resorts

Cindy Estis Green, CEO and Co-founder, Kalibri Labs

It ’s not just about getting your rates right or selling the most you can through your website or through the sales team. An essential partner of Marketing, Sales, Digital and Revenue Optimization and an overriding component of a complete Revenue Strategy, Distribution is the glue between revenue disciplines impacting how hotels make some important strategic decisions. Which products do you want to put on the shelves? Which storefronts do you want to use? How can you effectively merchandise your products to capture the right customers? How does a hotel determine its Optimal mix and how much can it spend to achieve it?

With the average third-party commission at 15-16%, direct channels at 7-8% and the total cost of customer acquisition between 15-25%, it is imperative that hotel revenue strategy teams manage both the revenue and the costs of acquiring that revenue with rigor. Focusing stakeholders on profitability, rather than top-line revenue is a critical step to holistically ensuring that the mix of business you target doesn’t cost your hotel more than it is worth.

Attend this session to understand the evolving developments and trends that are impacting hotels’ efforts to develop business mixes that yield the highest profit contribution. Learn about the implications of those developments so you can align your resources with the best opportunities…and prepare for what the future will bring.

Traveler Trends and Booking Behaviors: Actionable Data and Insights for Hoteliers6TH FLOOR | SHUBERT COMPLEXMARKETING STRATEGY TRACK

Jennifer Andre, Senior Director, North America & Latin America, Expedia Group Media Solutions

Traveler motivations, priorities, accommodation preferences, and booking behaviors vary by age, geography, and individual preference, as well as trip type. To understand traveler purchase decisions, hoteliers must first understand how travelers are influenced, why they are traveling, and what they are looking for in their travel experience. Through a mix of global custom research, proprietary first-party data, and industry examples, attendees will learn how to target, inspire, and convert potential guests from around the world. From the power of package bookings to how much travelers budget for hotels and the influence of deals, to culinary travel and bleisure trips, hoteliers can learn about the trends and behaviors shaping today’s travelers and leverage these actionable insights to better inform their own digital marketing strategies and campaigns.

Mobile Video Best Practices8TH FLOOR | LIBERTY ROOMDIGITAL TACTICS TRACK

Moderated by Colleen Coulter, Head of Industry, Travel, Facebook

Karin Salinas, Senior Vice President, Marketing, Baha Mar

Daniella Levy, Senior Manager, Global Brand Marketing, Sheraton

Mobile has changed the way that travelers get inspired, plan, and book their trips — and mobile video is increasingly playing a critical role in how brands engage with travelers. It ’s estimated that 50% of digital travel sales will come from mobile by 2021 and 78% of all mobile data traffic will be video by the same year.

Hear best practices and lessons learned directly from winners of the new Facebook Mobile Video Award, presented for the first time at HSMAI’s January 2019 Adrian Awards Gala. The award recognizes brands that are developing video campaigns to connect with travelers across the customer journey – from inspiration to booking – where they’re most engaged, on mobile. It evaluates campaigns based on how their creative assets were built to capture attention on mobile and their usage of measurement solutions to understand impact on real business results.

WEDNESDAYJanuary 23, 2019Unless otherwise noted, all events are at the New York Marriott Marquis. Check the conference app or website for complete details!

11:00 am – 11:45 am BREAKOUT SESSIONS Supported by the Silver Partners

WEDNESDAY



Finding and Elevating Common Ground Metrics for eCommerce and Revenue Management 6TH FLOOR | MAJESTIC COMPLEXCROSS-DISCIPLINE INTEGRATION TRACK

Chris LaRose, VP, eCommerce Americas, Hilton Worldwide

It is essential to break down barriers to get good data that is relevant, meaningful, and useful to both ecommerce and revenue management teams.

This session will take a high-level look at common metrics between the revenue world and ecommerce to get you thinking about opportunities for overlap. We’ll aim to answer important strategic questions like:

• Where can we evolve the conversation on common ground for reporting (like with consumed v. booked)?

• How can we tell a better, more understandable story to stakeholders across disciplines?

• How can we better know what is working, and to what degree?

Reimagining the Hotel Booking Site to Better Compete 6TH FLOOR | SHUBERT COMPLEXDIGITAL TACTICS TRACK

James Karabelas, Vice President, Marketing, Aqua-Aston Hospitality

In a highly competitive lodging market, with more and more travel content, review sites, and price comparison engines, hospitality brands like Aqua-Aston struggle to win direct booking and loyalty from consumers.

Designing more than a hotel booking site, Aqua-Aston developed a personalized portal experience that delivers extensive content and features to help travelers navigate through the dreaming, planning, and booking phases. The new website has seen an increase in revenue by 22% YoY and conversion rate to 1.03%, with travelers booking longer stays through the portal.

Get an inside look at what it takes to completely reimagine the hotel booking site, and take away specific ideas to apply to your own.

12:00 – 12:45 pmBREAKOUT SESSIONS Supported by the Silver Partners

The Progression of Personalization: A Panel Discussion on Operationalizing 1:1 Marketing8TH FLOOR | LIBERTY ROOMMARKETING STRATEGY TRACK

Moderated by Robert Patterson, Vice President of Marketing Technology, MMGY Global

Adele Gutman, VP Sales, Marketing, and Revenue, Library Hotel Collection

Whitney Reynolds, Director of Social Media, Kimpton Hotels & Restaurants

Agnelo Fernandes, Senior VP of Sales & Marketing, Terranea Resort

The good news: Data gives you an amazing opportunity to take everything you know about a guest and personalize your communications and offerings for them — connecting your digital and on-property experiences in seamless and innovative ways. The bad news: Operationalizing data for personalization efforts presents huge challenges — including the need for additional content, specialized platforms, and a comprehensive strategy that connects marketing, technology, and operations. This panel will share case studies that illustrate how to seize that opportunity and navigate those challenges when it comes to website, email, and social-media personalization, on- and off-property guest experiences, and more.

12:45 – 1:30 pmLUNCH & PARTNER SHOWCASE6TH FLOOR | BROADWAY BALLROOM

WEDNESDAY


WEDNESDAY WEDNESDAYJanuary 23, 2019Unless otherwise noted, all events are at the New York Marriott Marquis. Check the conference app or website for complete details!

1:30 – 2:20 pmGENERAL SESSION Digital Talks: Insights Worth Sharing6TH FLOOR | BROADWAY BALLROOM

It’s a conference tradition: marketing executives will share their interesting ideas and case studies for driving revenue and profit. In 7 minutes, each will share:

• Best practices with practical takeaways that attendees can use to sharpen everyday skills and boost property performance, or

• Strategic insights that broaden attendees’ perspectives and help them better understand key issues and concepts that impact the strategic and leadership aspects of the digital marketing discipline.

Presentations and presenters include:1. Creating Authentic Customer Experiences in the

Era of Visual Content | Jose Canelos, Sr. Manager, Digital Product Development, The Leading Hotels of the World and Gary Zurnamer, Director of Partnerships - Travel, Stackla

Hotel Data Science Boot Camp for Marketers6TH FLOOR | MAJESTIC COMPLEXDIGITAL TACTICS TRACK

Michael Bennett, SVP Global Marketing + Business Development, Cendyn and member of HSMAI’s Marketing Advisory Board

Learn the fundamental skills of working with datasets as a hotel marketer. In this session, we will walk you through the key data segments and techniques hoteliers can use to make smarter business decisions and apply actual intelligence to marketing programs. Deepen machine learning skills and gain best practices for data cleaning, modeling, clustering, and more, including hotel systems, combinations, and recipes for success when you slice, dice, and segment. Walk away with a data science tool kit and game plan to implement at your hotel.

Legal Headlines and Headwinds for Digital Marketers6TH FLOOR | SHUBERT COMPLEXMARKETING STRATEGY TRACK

Greg Duff, Principal and Firm Chair, Garvey Schubert Barer

Legal issues that digital marketers need to be aware of in the travel landscape change daily. Greg Duff, Principal and Firm Chair, from Garvey Schubert Barer, will share his list of the most pressing and controversial legal issues he sees from his point of view and attendees will have the opportunity to ask him specific questions about the topics of interest to them.

Making Your Integrated Marketing Work: Trends and Tools to Maximize Results8TH FLOOR | LIBERTY ROOMCROSS-DISCIPLINE INTEGRATION TRACK

Moderated by Tim Peter, President, Tim Peter & Associates

Gregg Wasiak, Partner / Growth Director, Concept Farm

Madigan Pratt, President, MPA

Lisa Copeland, Director, Global Brand Marketing, Hilton

Your guests don’t rely on only one channel when making their booking decisions. And integrating your advertising, public relations, and digital marketing – designing them to ensure that all messaging and communications strategies are consistent across all channels and are centered on your customer’s needs – is no small feat. But when done successfully, integrated marketing creates a seamless, welcoming experience for guests to interact with the hotel/brand/enterprise.

The panel, including Adrian Awards winners in the integrated marketing category, will share:

• Lessons learned about evolving channel mix and new traffic sources to grow your direct revenues.

• Insights on the tools that make integrated marketing possible and manageable – how they work, and the results you can expect to see.

• Quantitative conversion trends and data.

2. The Rapidly Changing Search Environment | Daniel Verdi, Vice President of Performance Media and DMP, Red Lion Hotel Corporation

3. 7 Minutes in (Hotel Marketing) Heaven Cady Wolf, Vice President, Strategic Accounts, Sojern

4. The Benefits of Becoming BFF With Your DMO | Brandy Hastings, Regional Partnership Manager, VISIT FLORIDA

5. Operationalizing Innovation for Marketing Projects | David Peller, Head, Worldwide Business Development, Hospitality, Amazon Web Services

6. Case Study: Biometric Activation Sabrina Lillew, Executive Director of Loyalty, North & Central America, AccorHotels





Optimizing Content for Voice Search & Virtual Assistants6TH FLOOR | MAJESTIC COMPLEXDIGITAL TACTICS TRACK

Anil Aggarwal, CEO, Milestone and member of HSMAI’s Marketing Advisory Board

With more than 400 million Google Assistant-based devices in use and 20 million Amazon Echos sold, the power of a customer’s voice has never been greater – and not just figuratively. Customers are literally using their voices to interact with brands in myriad ways.

Now is the time to rethink content marketing and digital strategies to include – and constantly learn from – voice. It can mean the difference between high-quality, relevant experiences for your guests, and irrelevance for your hotel or brand.

This session will cover the opportunities and challenges that voice search presents hotels and the travel industry, including:

• Optimizing your content and user experience for a future in which half of all queries are voice-driven.

• The role featured snippets play in surfacing voice search results.

• Using variables such as location, long-tail keywords, and reviews.

• Creating task-based and informational content.

• Identifying cost-effective ways to experiment and learn with voice search.

The Business of Influencer Marketing: More than likes & #hashtags8TH FLOOR | LIBERTY ROOMMARKETING STRATEGY TRACK

Aimee Cheek, Director of eCommerce, OTO Development

Robert Cole, Founder-CEO, RockCheetah

Influencer marketing is booming. In a recent survey of marketing leaders from HSMAI, one-third reported that their priorities for 2019 are shifting more toward influencers. As more brands and properties leverage them, and more influencers come onto the stage, both sides of the equation are experiencing growing pains.

Best practices are emerging around the strategic issues that are important to defining and delivering the desired outcome including:

• influencer identification and selection,

• contracting,

• messaging (content and context),

• success metrics and performance measurement, and

• funnel integration.

Learn the keys to building a holistic influencer marketing practice on a solid foundation that consists of much more than likes and hashtags.

Marketing to the Rescue: Leverage Digital Opportunities to Mitigate Pricing Reactions and Stabilize Prices6TH FLOOR | SCHUBERT COMPLEXDIGITAL TACTICS TRACK

Dr. Chris Anderson, Academic Director, Cornell University, and member of HSMAI’s Revenue Management Advisory Board

From this hands-on session, you will go home with the tools and knowledge you need to facilitate a group-based learning exercise that actively places participants in situations where they need to make price and allocation decisions in a competitive, multi-channel environment. You’ll also end up with a framework that allows them to diagnose the outcomes of their decisions.

This is an effective training tool to develop key revenue management decision making and performance analysis skills of revenue managers, GMs, sales managers, asset managers, and others whose jobs regularly intersect with digital marketing.

WEDNESDAY


WEDNESDAY4:15 – 4:30 pmPartner Showcase & Conversation Break6TH FLOOR | BROADWAY BALLROOM

4:30 – 5:00 pmGENERAL SESSION: The Promise of AI6TH FLOOR | BROADWAY BALLROOM

David Atkins, Principal and Co-Founder, Digital DNA Infusion, and former chair of HSMAI’s Americas Board

The first “killer” app for artificial intelligence that could impact hospitality, travel, and tourism is coming sooner than you think. When it does, it will likely cause massive, wide-ranging impacts to all aspects of hospitality, travel, and tourism similar to those that accompanied the interstate highway system in the U.S.

AI is an over-used buzzword. Are you ready for the reality of it?

5:00 – 5:30 pmGENERAL SESSION: Flash Points6TH FLOOR | BROADWAY BALLROOM

An HSMAI signature program, Flash Points is an interactive session that live-polls our expert communities about emerging and up-to-the-minute issues facing the industry. Today, you’ll help us answer some of the biggest questions on the minds of hotel marketing professionals, including:

• In which area(s) are hotel budgets increasing in 2019?

• Which performance indicator is most concerning for the U.S. hospitality industry?

• What is the most potentially disruptive technology for the hospitality industry?

• What is most important to a marketing team’s performance?

All you need is a phone, tablet, or laptop — plus professional insights and opinions you’re willing to share. You’ll walk away from this immersive experience with a real-time pulse-check that helps you benchmark yourself and your company against other hotel marketing leaders.

5:30 – 6:30 pmConnection Reception & Partner Showcase6TH FLOOR | BROADWAY BALLROOM


www.PositiveSentiment.com

DAVID ATKINS


HSMAI THANKS THESE COMPANIES FOR THEIR GENEROUS SUPPORT

SILVER PARTNERS

BRONZE PARTNERS

START-UP PARTNERS MEDIA PARTNERS

Hospitality CRM

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