Conference Day One | Wednesday 27th June



8:00am – 8:40am


Registration

8:00am Morning registration and welcome coffee

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



9:00am – 12:10am


Distribution in Focus

9:00am Brand of one: How can an independent hotel compete against large chains?
• Dissect your hotel DNA and identify your USP
• Developing an “inside-out” approach to sales and marketing
• How to communicate your message to the wider world
• What to do once the good reviews come rolling in
Geoff Andrew, CEO, WorldHotels

9:30am Improving the relationship between Marketing, Digital and Revenue
• How to remove silos and centralize operations
• Putting direct bookings at the heart of your commercial strategy
• How to make sure you take a holistic view of your costs and results

Panel Discussion
Moderator: Oliver Geldner, Partner, Revenue & Distribution Expert, Taktikon AB
Panelists: Patty de Gruiter, VP Revenue & Distribution, Europe Hotels Private Collection (EHPC)
Sebastian Arnshelm, Director of Revenue Management, Nobis
Sam Riches, Director of Sales & Marketing, The Curtain
Tim Davis, Managing Partner & Lead Consultant, PACE Dimensions

10:00am Unlock the potential of every acquisition channel – including the OTAs
• How to connect the dots and understand your direct guests better
• Identifying user propensity across all channels and how to maximise revenue from them
• Ways to identify user preferences and maximise your revenue
• How creating a culture of relentless testing means you can use the OTAs to your advantage
Joe Pettigrew, Director of Revenue Maximisation, Europe Hotels at Starwood Capital Group

10:30am Metasearch in 2018
• How traditional metas are responding to Google’s growth (and what it means for hotels)
• How to make sure you come out on top of the OTAs
• How much is too much? Allocating your meta budget

Panel Discussion
Moderator: Gopakumar Menon, Vice President Sales, EMEA, Highgate Hotels
Panelists: James Bishop, VP of Revenue and Distribution, SiteMinder
Phil Ford, Group Revenue Manager, Firmdale Hotels
Adrian Hands, Senior Director, Key Accounts EMEA, TripAdvisor
Tim Davis, Managing Partner & Lead Consultant, PACE Dimensions

11:10 Coffee break

11:30 With friends like these, who needs enemies? The state of the hotel-OTA relationship
• What’s the ideal agreement between a hotel and an OTA?
• Three approaches to negotiations
• When to prioritize direct bookings
• The long road to transparency in distribution

Panel Discussion
Moderator: Michael Simon, Senior Director Distribution, Europe,  Marriott International
Panelists: Marta Varela, Area Commercial Director Revenue Strategy, Barceló Hotels & Resorts
Satyan Joshi, Hotel Ads Business Leader UK, Google
Ludovic Cacciapaglia, Director Distribution Strategy, InterContinental Hotel Group
Erik Tengen, Co-Founder, Oaky



12:10am – 3:40pm


Marketing in Focus

12:10pm Convincing your boss: How to prove the value of new investments
We all want to make the case for new technologies, new marketing initiatives and greater investments. These are the ways to get your budgets approved.
Rob Paterson, CEO, Best Western Hotels & Resorts – Great Britain

12:40pm The need-to-know of Customer Relationship Management
CRM: every hotelier needs it. Hear from the experts on everything from successful CRM campaigns to investing in the right technology. You’ll learn:
• How to build an e ective and sustainable CRM system
• The difference between segmented content and one-on-one guest engagement
• How to merge your online guest experience with the in-stay one
Moderator: Maarten Plesman, Chief Revenue Officer, Revinate
Panelists: Kyle Borg, Operations Director, Luna Holiday Complex
Alex Obertop, General Manager, SIDE Hotel Hamburg
Ellen Pickett, Digital Manager, The Hoxton

13:10 Lunch Break with live jazz music

During the registration you will be asked to chose a topic you are most interested in and pick up a corresponding coloured sticker.

Red = Wholesalers
Purple = Metasearch

Green = A.I.

During the break you are encouraged to find other people wearing the same coloured sticker as you so you can chat about your chosen subject – the challenges you’ve faced, what has worked, what hasn’t.

Post the best thing you’ve learned from your discussions on the App for the chance to win a bottle of champagne!

14:30 Hospitality begins online
• The ultimate weapon for direct bookings
• Building an emotional connection with guests
• Tracking what matters
Charlie Osmond, Chief Tease, Triptease

15:00 What hoteliers need to know about Airbnb
• What is Airbnb’s value proposition to hotels?
• Are Airbnb a serious contender against established OTAs?
• Where are Airbnb going next?
Robin Clifford, Territory Manager Homes, Northern Europe, Airbnb

15:40 Coffee Break



4:00pm – 5:30pm


Technology in Focus

4:00pm In-House Digital Engagement – A Game Changer
• Examining guest engagement touchpoints to evaluate where digital makes a difference
• Creating a new communication channel through real time digital engagement
• A new age of guest reviews
Rob Fleischer, Director Sales and Marketing, GuestScores

4:20pm Keynote: Compressing the distribution path
• Exploring new platform
• Taking out the intermediaries from the distribution path
• How do you get more direct?
• How to attain more profit, control?
• Adapting to a new culture of change
Thomas Magnuson, CEO and Co-Founder, Magnuson Worldwide

4:50pm Bot vs. human: Which chat is right for my hotel website?
• The merits of bot, human and a combined approach
• How live chat on your website can super-power your direct bookings
Stephan Keschelis, Vice President E-Commerce & Digital Transformation, NH Hotel Group

5:20pm Chairman’s closing remarks

5:30pm End of day one



6:30pm until late

Direct Booking Summit Party


Getting to the party:
We will be boarding a private river cruise at 18:30 from Jetty 14 at the back of the Central Station.

You will be greeted with a champagne reception and live jazz music as we sail past Amsterdam’s iconic scenery.

19:45: We will be docking on the other side of the river to continue the party on the 16th Floor @ A’DAM Toren, where we will have food, more drinks and some epic dance moves!

Address: Overhoeksplein 3, 1031 KS, Amsterdam

Dress code: Dress to impress.

Drinks are on us, great outfits on you. We can’t wait!

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The Loft, 16th Floor, A’Dam Tower | Overhoeksplein 3, 1031 KS, Amsterdam



Conference Day Two | Thursday 28th June


10:00am – 3:20pm

Registration

10:00am Morning registration and welcome coffee

Clinics are practical workshops designed to get you thinking about the real hands-on actions you can take to drive direct bookings at your hotel. Please choose between Clinic A and Clinic B for each time slot. You are welcome to mix and match your selections at any point.

Sign up here.


Clinic A

10:20am How to stop revenue leakage at your hotel
From underestimating the competition to not managing your parity, there are plenty of opportunities for revenue to slip through the cracks. Join one of the travel technology experts RateGain to find out how to maximise your revenue and avoid common mistakes.
Alejandro Gomez Losada, Sr. Vice President – Sales, Europe & Latin America, RateGain


Clinic B

10:20pm Destination marketing and the Direct Booking Movement
How can hotels work together to drive direct bookings not just for one property, but for an entire location?
Darryl Walker, Head of eCommerce and Distribution, Saco The Serviced Apartment Company


Clinic A

11:20am Utilising guest feedback to drive direct bookings
Learn how to prioritise operational improvements by drawing on guest feedback. In this clinic you’ll learn how to manage priorities, push for higher rankings and turn guest insights into action.
Danica Davis, Product Specialist, ReviewPro


Clinic B

11:20 Smart tricks to capitalise on Google AdWords
• Auctions: how to get what you want at the right price
• Measurement: metrics of success and how to track them
• AdWords or SEO?
• Using Google Analytics to optimize AdWords
Barbara Pezzi, Freelance Digital Consultant & Former Director Analytics and Search, Fairmont Raffles Hotels International


Clinic A

13:00pm Dissecting customer journey with Google tools
• Understanding your ideal customer profile
• How to make sure you are in the mindset of your customer?
• Analysing data for touchpoints that are driving direct bookings
• Evaluating Google resources to achieve this
Satyan Joshi, Hotel Ads Business Leader UK, Google

Clinic B

Improving the digital guest experience with Triptease
• The challenges guests encounter on their path to purchase
• The business impact and size of these opportunities
• How Triptease can help hotels make the most of them
Alasdair Snow, Chief Product Officer, Triptease

14:20pm How do we innovate to elevate? Drawing on data to enhance every part of the customer journey
Charlie Osmond, Chief Tease, Triptease

15:00pm End of day two



Download the Agenda here

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Register for Amsterdam