4th October: HSMAI Region Europe 5th Annual Digital Marketing Conference

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Meliá Palas Atenea, 29 Paseo Ingeniero Gabriel Roca, Palma, Mallorca

4th October 2016 at 9:00 to 16:30 followed by drinks and snacks

Join us for the 5th Annual HSMAI Region Europe Digital Marketing Conference, this time taking place in fantastic Mallorca. Sign up today – see the registration link under programme below. Please note we have a resident rate for Spanish residents.

 

Programme

WHEN WHAT WHO

08:30 – 09:00 Registration and coffee HSMAI logo thumbnail

09:00 – 09:15 Welcome and an update on HSMAI Region Europe

by Ingunn Hofseth, President & CEO, HSMAI Region Europe

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09:15 – 09:45 Creating a Content Advantage

by Dan MilesContent Marketing Strategist 

Dan is a digital strategist with 15 years’ experience building digital marketing agencies, growing online brands and delivering award-winning content marketing campaigns. His experience spans entertainment, fashion and most recently travel & hospitality where he has spent the last three years working with global hotels and OTAs; helping them profit from content marketing through innovative multi-channel campaigns and new digital services.

danmiles

09:45 – 10:15 Your Direct Booking Strategy Locked and Loaded

by Terri Scriven, Industry Head of Hospitality at Google and the Vice Chair of HSMAI Region Europe Digital Marketing Advisory Board.

Terri is an industry expert and leader in both the Online Media and Travel industries, with over 15 years of consulting and industry experience. She has a solid balance of advertising industry knowledge, account management, relationship management, structured thinking and analytic experience to support Google’s clients in reaching target audiences and to help them grow in the market.

terri scriven

10:15 – 10:45 New Generation Guest Survey Systems: Empowering Marketing & Operations Teams

by RJ Friedlander, Founder and CEO at Review Pro and member of HSMAI Region Europe Digital Marketing Advisory Board.

RJ is the CEO of ReviewPro and a private investor in a number of other internet start-ups. Prior to ReviewPro, RJ worked for 18 years in the Internet and technology sector in Europe, the US and Asia, including 10 years as a senior executive in Grupo Planeta, overseeing the group’s Digital Media Division. In addition, RJ is an Advisor/Board Member of the Centre for Hospitality Research at Cornell University, IHire Inc and HSMAI.

RJ

10:45 – 11:15 Coffee and networking break HSMAI logo thumbnail

11:15 – 11:45 How Melia Hotels & Resorts Leveraged Social Media to Redefine Hotel Marketing

by Marco Fanton, Global Head of Social Media at Meliá Hotels International.

With over 14 years of experience in marketing and developing in the digital environments, Marco is currently the Global Social Media Director at the Meliá Hotels International. He is responsible for the strategic development and implementation of all major social media initiatives for the Meliá Hotels International.

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11:45 – 12:15

Global Hospitality Content Strategy: A Three-Tiered Approach

by Niklas SchlappkohlSenior Director, Travel – Global Client Solutions, Translations.com, and the Chair of HSMAI Region Europe Digital Marketing Advisory Board.

Dan O’Sullivan, Vice President Travel Solutions EMEA at Translations.com.

Niklas has spent his entire career online, beginning with online content management at Netscape 20 years ago. Since moving on to the hospitality industry about 15 years ago he has combined his passion for travel with the digital world, and has held leading positions in Starwood Hotels and Resorts, AccorHotels, NH Hotels, and Carlson Rezidor Hotel Group. Niklas has been fortunate enough to be based around the globe, giving him insight into many markets and the user experience from multiple cultural and language perspectives. Currently Niklas is Senior Director, Travel – Global Client Solutions at TransPerfect. Niklas is also CHDM (Certified Hospitality Digital Marketer) certified.

Read more about Dan O’Sullivan in the description of his roundtable session 2: Best Practices in Multilingual Content Management, at 14.10 in the programme.

Niklas Schlappkohl, the Chair of HSMAI Region Europe Digital Marketing Advisory Board

DanOsullivan


12:15 – 13:15  Networking lunch HSMAI logo thumbnail

13:15 – 14:00

Ushuaia Beach Hotel Ibiza: A Case Study In Hotel Innovation That “Rocked The World”

by Abel Matutes Prats, CEO of Palladium Hotel Group and Vice President of Grupo Empresas Matutes.

During Abel’s 10 years as the CEO of Palladium Hotel Group the company has continued to grow through opening of new hotels and resorts as well as acquiring and relaunching their world famous now-flagship hotel, the Ushuaia Beach Hotel in Ibiza. In 2012, Abel received the Medal for Tourism Achievement in Innovation awarded by the Council of Ministers of Spain. This recognition was granted specifically for the new Ushuaia Ibiza Beach Hotel, as well as for his capacity for innovation after becoming a key player in the transformation and revitalisation of Playa d’en Bossa (Ibiza).

Abel Matutes Prats

 14:00 – 14:10 A review of the various roundtables of the roundtable sessions HSMAI logo thumbnail

 14:10 – 14:35 Roundtable discussions – Session 1

Concurrent sessions held by specialists in their field.

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 1. The role of Personalisation in Direct Booking Conversion

by Cara Callaghan, Head of Digital at Avvio, and Rich Tuckwell, VP of Sales and Marketing at Avvio

 

Cara Callaghan, Head of Digital at Avvio

Rich Tuckwell, VP of Sales and Marketing at Avvio


2. Best Practices in Multilingual Content Management

by Dan O’Sullivan, Vice President Travel Solutions EMEA at Translations.com.

Dan has been a senior member of the Translations.com executive team since the company’s incorporation in 1999. Dan moved to Translations.com from TransPerfect Translations, where he opened and successfully launched the company’s Miami office. His career has been focused on the travel & tourism sector where he has sold and managed some of the largest and most complex projects in the industry for companies such as Royal Caribbean and Hilton International. Dan is also CHDM (Certified Hospitality Digital Marketer) certified.

DanOsullivan

3. Mobile’s Role in Customer Journey

We no longer go online, we live online. We live our lives in moments. And growingly many of these moments are now on mobile. New frontiers from the consumers can bring many new challenges for the companies. Join us to discuss and find out how to make the most of the touchpoints throughout the customer journey.

by Sandra Manresa,  Head of Travel at Google Spain.

Sandra is a Digital and Marketing expert with more than 15 years of experience in big retailers, CPG and Telecom companies. Currently Head of Travel at Google Spain, Sandra works with travel companies to achieve a smooth digital transformation, focusing on how digital is changing relations between Brands and consumers.

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 4. Omni-channel Key Success Factors

The situation is clear: We are not delivering a good omnichannel experience. The gap that we have today is huge! If we compare our performance with the user expectations – extremely high today – as the result the user can be really frustrated. How can we deliver a really great experience and optimise for PEOPLE – not for search engines? We will discuss the barriers that we have today and how to tackle those in order to really deliver a great omnichannel experience. Higher satisfaction leads to higher revenue growth.

by Raúl Alvarez Barrera, Director Digital Product & Omnichannel User Experience at the Carlson Rezidor Hotel Group

Raúl has over 15 years of online work experience with specialisation in eCommerce developments, optimisation and digital transformations. Along his career he has been in charge of managing highly demanding projects that require strategic, technical and operational planning. As a result, his technical acumen has evolved in breadth and has been supplemented with marketing and business knowledge.

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5. How can you reach the right audience through good content marketing?

by Dan MilesContent Marketing Strategist.

Read more about Dan above in his presentation details – session Creating a Content Advantage at 9.15 am.

Dan Miles, Business Director at Melt Content Marketing

14:35 – 15:00 Roundtable discussions – Session 2
A repetition of the above mentioned roundtable session 1, in order to allow participants to cover topics of their own choice.
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15:00 – 15:30 Summary of roundtable sessions

The leaders of the various roundtable sessions report back to all attendees

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15:30 – 16:30 Panel Discussion: Digital Marketing – What is hot, not and up and coming.

Panelists:

Terri Scriven, Industry Head of Hospitality at Google and the Vice Chair of HSMAI Region Europe Digital Marketing Advisory Board.

Helena Egan, Director of Industry Relations at TripAdvisor and a member of HSMAI Region Europe Digital Marketing Advisory Board.

Óscar GonzálezMarketing Director EMEA at Iberostar Hotels & Resorts

Isabel Robles, General Manager at Hotel Mar de Portals and Commercial & Managerial Tourism Training Consultancy Hotelclass

Terri Scriven, Industry Head of Hospitality at GoogleHelena Egan, Director of Industry Relations at TripAdvisorÓscar González, Marketing Director EMEA at Iberostar Hotels & ResortsIsabel Robles, General Manager at Hotel Mar de Portals and Commercial & Managerial Tourism Training Consultancy Hotelclass

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16:30 – 18:00 Drinks, snacks and networking cocktails-150x150

Sign up today:

Please note we have a resident rate for Spanish residents.

The hotel has a small number of bedrooms reserved on a preferential rate for the conference attendees. Please check availability here

Thank you to the sponsors of this event:

TDC_Logo             TripAdvisor logo -- BIG

 

HSMAI Region Europe Gold Partners:

RateGain-Logo     Avvio logo, new

This as well as our other events can be seen in our HSMAI Region Europe Activity Plan 2016 here.

 

For further information, please contact: Kaisla at ks@hsmai.eu or on +447714208494