Wednesday, 27th September

Conference Day

7:45am – 8:40am


7:45am: Breakfast Briefing: An unprecedented look at the path to a hotel booking

• Follow a hotel booker as they move across devices, websites and the funnel from dreaming to buying
• Get expert advice on how you can intercept and influence hotel guests along their path
• Understand the importance of driving direct bookings in a new way

Chris Blaine, VP Global Sales & Account Management Sojern


8am: Registration and morning coffee

8:40am: Welcome from Charlie Osmond, Chief Tease, Triptease

9am – 10:40am

Marketing in Focus

9am: Direct booking strategies in 2017
Panel Discussion
Moderator: Nick Vivion, Editorial Director, Tnooz
Derek Brewster, Director of Revenue Management Lotte New York Palace
Daniel Tennant, General Manager Hotel on Rivington
James Gancos, CEO & Founder The Guestbook

9:40am: Keynote: Regaining control over customer relations in hospitality
• Tactics for effective guest communications
• Extending the relationship beyond the stay
Del Ross, Senior Advisor, McKinsey & Company

10:10am: Direct Booking initiatives: unleashed!
Josh Runes, Director of Digital Marketing & Social Media  Modus Hotels

Liz Lancaster McIntyre, Marketing Manager The Inn at Ole Miss
Emily Patrician, General Manager Mere Hotel

10:40am: Networking Break and DBS Tech Dome Trend Session 
10:50am-11:05am: Tech Dome Stage with RJ Friedlander, Founder & CEO ReviewPro

11:10am – 12:50pm

Customer Insights and Analytics

11:10am: Driving direct with data
• Consolidate and optimize your customer data
• How to analyze your data and derive actionable objectives
• Improve customer trust and transparency in a tightly-regulated environment
Brad Brewer, CEO & Founder Brewer Digital Marketing
Bob Kippola, Vice President of Sales Brewer Digital Marketing

11:40am: Turning up the heat: AHLA’s 2017 Search Smarter Campaign
• Are the OTAs an enemy or a friend?
• What do economists say about the OTA marketplace?
• Are consumers being served well in this environment?
• Can efforts to curb the OTAs’ dominance ever work?
Maryam Cope, Vice President of Government Affairs American Hotel & Lodging Association

12:10pm: The holy grail of guest feedback
• Manage and respond to changing expectations in real time
• Different channels, different processes
• The secret language of the satisfied guest
Adele Gutman, VP Sales, Marketing & Revenue Library Hotel Collection
Alexandra Zubko, Co-Founder Triptease

12:40pm: Lunch and DBS Tech Dome Trend Session
• 1:10pm- 1:25pm: Tech Dome Stage with Chris Blaine, VP Global Sales & Account Management Sojern

1:40pm – 2:00pm

Roundtable Discussions

The future of the digital marketing landscape

Discover new tech trends, discuss challenges and gain new ideas on how you can display a true ROI from innovative technology.

Several tables will run concurrently, each on a different subject.

You will be welcomed to sign up for 2 tables of your choosing on the day of the event.

Roundtable 1

NextGen targeting: Activate and integrate your marketing to drive direct bookings

Curtis Bova, Interim General Manager & Director of Sales & Marketing Cheyenne Mountain Resort

Roundtable 2

Loyalty technologies to drive direct bookings

Pamela Barnhill, President & COO, InnSuites Hospitality Trust

Roundtable 3

Building and leveraging a digital strategy from the ground up

Amanda Gregory-Jones, Marketing Manager Pacific Gateway Hotel
Donald Pinkney, Director of Sales & Marketing Pacific Gateway Hotel

Roundtable 4

Emotive intelligence in direct bookings

Rich Tuckwell, VP Sales & Marketing Avvio

Roundtable 5

Multiple brands- One initiative

Brandon Standerfer, Vice President, Distribution Two Roads Hospitality

Roundtable 6

Using customer journey mapping to drive cross-channel performance

Elizabeth Willett, Account Director & Travel Practice Lead House of Kaizen

2:10pm – 2:30pm

Revenue and Pricing

2:30pm: Converting direct bookers into bigger spenders
• Discover the link between direct booking and ancillary spend
• Find innovative ways to increase your revenue from in-hotel add-ons
Darrell Stark, Vice President Revenue & Distribution Noble House Hotels & Resorts

3:00pm: Networking Break

Let’s network! Time to have a coffee with your fellow hotelier and discuss all things Direct. Meet new people, share old stories, and maybe you’ll even win a prize for the most creative #DirectIsBest solution.

3:50pm – 5:40pm

Website in Focus

3:30pm: Drive traffic to your website independently of the OTAs
Panel Discussion
They’re doing something right. It’s time to examine major OTA methods and see how they can be implemented on a hotelier’s budget.
Moderator: Darrell Stark, VP Revenue & Distribution, Noble House Hotels & Resorts
Monique Strouvens,  VP Sales & Marketing Group Germain Hotels
Dan Towvim, Senior Director E-Commerce Sonesta Hotels
MarcAnthony Crimi, General Manager Walker Hotel Greenwich Village

4:00pm: Personalizing your website
• How to create a website that’s as welcoming as your lobby
• Live chat: benefit or burden?
Jose Canelos, Senior Manager Digital Product Development The Leading Hotels of the World

4:30pm: How effective is your team?
• Align your company with your direct booking goal
• Connect your marketing and revenue management departments with the wider team
• Educate your wider team on the benefits of booking direct and promoting from top down
MarcAnthony Crimi, General Manager Walker Hotel Greenwich Village

5:00pm: Chairman wrap up

5:20pm: End of Day One


The Party!

The Attic Rooftop & Lounge | 251 West, 48th Street New York, NY 10036

Party Location @ The Attic Rooftop & Lounge.

251 West, 48th Street, New York, NY 10036

Thursday, 28th September

Workshop Day

10am – 3:20pm


10am: Registration and welcome coffee

10:20am: The new dynamics of the digital landscape
This workshop will address the new dynamics in the digital landscape from the titans entering the marketplace to the costs of customer acquisition and the impact of loyalty. Case studies will be presented that will illustrate, among other topics:
• a new way to think about planning, forecasting and budgeting revenue and expenses by channel and rate segment
• the way hotel teams set priorities on resource allocation and opportunities pursued
• how hotel operators may change the way they evaluate revenue performance
Cindy Estis Green, CEO & Co-Founder Kalibri Labs LLC

11:20am Coffee break

11:40am: Rethinking your direct channel to expose the low hanging fruit
This workshop will walk you through some simple exercises that show you how thinking about your direct channel more holistically can trigger a chain of follow-ups that dramatically improve the amount of revenue your team yields from your existing demand. We’ll walk through some simple formulas and strategies that will illustrate how you can increase revenue by as much as 2x at your properties.
Jeff Robertson, Vice President of Marketing NAVIS

12:40pm: Lunch Break

1:10pm: Direct bookings: It’s time for change
• Turn the booking process into a booking experience
• The power of the nudge
• From optimisation to personalisation
Charlie Osmond, Chief Tease, Triptease

2:10pm: End of Workshop Day