Agenda

8:00 am

Welcome Morning Tea & Coffee and meet the people

9:00 am

Kick Start introduction

Facilitator for the day: Jai Govindani, Chief Technology Officer, Red Planet Hotels & HSMAI Marketing Advisory Board & HSMAI Thailand Board

9:10 am

Future visitors into Asia Pacific markets

• Paul Southey, Vice President Asia Pacific, Travelclick

Let’s start the day with an overview of where visitors are coming from, and where they’re going to, in 2015-2016. Where should you be targeting your marketing efforts? This will set the scene for our agenda for the day which will take us through the customer journey and give you some practical tactics to improve on each step of the journey.

9:20 am

Up Funnel is where the Fun is - Engaging the Connected Traveller in the Travel Planning Phase

• Nelli Yong, Vice President, Marketing & Brand Management, Asia Pacific, Starwood Hotels & Resorts

Hotel marketers have a tremendous opportunity to impact travellers’ decisions as they move through their planning journey – from awareness, to consideration to booking. In each of these three critical phases, our speakers will spark our thinking about how we can better inspire travel and get a head start with customers who are researching, stand out in a crowded marketplace, and close the sale.

9:40 am

Meta Search & Online Travel Agents

Introduction:

• Bhanu Chopra, CEO, Rate Gain

Moderator:

• Chetan Patel, Vice President, Strategic Marketing & E-Commerce, Onyx Hospitality

  Panel:

• Marcos Cadena, Corporate Director of Distribution, Minor Group
• Paul Suvodip, Director of Revenue & Marketing - Asia, Best Western International
• Valerie Kew, Property Relations Manager, Hotels Combined
• Parichat Haehnen, Regional Manager Thailand, Booking.com

Following on from the last session, we’ll continue to focus on customer acquisition. This session will cover how to use meta and OTA’s to increase your reach. How to reduce the time it takes to manage these channels. Did you know you could automate the bidding process? Find out how in this session.

OTA’s – the age-old question – are they friends or foes? Let’s look at the best way to use OTA’s. How can they complement your acquisition strategy? Get the answers from this fantastic panel of local experts!

10:30 am

Partner Showcase: Break for Tea & Coffee & Conversation

11:10 am

Social Channels – are they for Selling, Branding, or Lead generation?

• Ilias Chelidonis, E-Commerce Manager, Meritus Hotels
• Anthony Poppe, Marketing Manager Asia Pacific, Revinate

Hear from hoteliers on how they used social channels in two different ways to get results!

11:30 am

Social Channels – Q&A Session

Facilitator: Ilias Chelidonis, E-Commerce Manager, Meritus Hotels

Midday

Education: The Certified Hospitality Digital Marketer (CHDM) and other learning materials

• Jackie Douglas, President, HSMAI Asia Pacific & Acting Head of Digital, Mantra Group Hotels & Resorts

The CHDM certification demonstrates expertise in maximising online revenue through lead generation, customer engagement and loyalty, online brand awareness and product exposure for hotels. You’ll get a preview of coming attractions and a taste of what you might expect as a CHDM candidate.

12:15 pm

LUNCH at Krungthep Room, 4^th Floor

1:30 pm

Welcome Address

• Bhanu Chopra, CEO, RateGain

Wrap-up the take aways from the morning session

1:35 pm

Case Study time!

1) Custom Content Insights: How to create viral content using survey data

• Eli Schwartz, Director of Marketing – Asia Pacific, Survey Monkey

 Can you measure the ROI on Content? How do you personalise content to different cultures and persona’s? Case study on how to create viral content using survey information.

1:50 pm

• TBA

Travellers have become increasingly selective – and demanding – given their access to mobile and social information. Hoteliers need to be able to gather all the information they can about potential guests, and long-time clients, to tailor each online experience to them. “Experience Marketing” is becoming a necessary strategy for all marketers dealing with consumers, and in the hospitality industry, it is vital. Learn how you can know every client, and shape every experience with them.

2:20 pm

Customer Experience – how can we engage people in the mobile channel?

• Lincoln Barrett, Director Commercial - Loyalty, Digital & Marketing - Asia & Africa , IHG
• Michaela Mentasti, Marketing Director, Dragontrail Interactive

In 2014, digital travel commerce reached a critical milestone, seeing sales from desktop PCs decrease, for the first time, as purchases on mobile devices continued to rise. The truth is travellers now spend their time multi-tasking across a range of devices, and digital media, as they research and shop for hotel rooms, making it harder than ever for hotel marketers to create a coordinated plan to engage them. What do hotel marketers need to know about travelers’ multi-screen, multi-channel behavior to better engage them, and what best practices and marketing tactics will help them grow their revenue in this increasingly fragmented landscape?

3:00 pm

Partner Showcase & Conversation Break

3:45 pm

Cracking the Code for E-Commerce Attribution

• Maunik Thacker, SVP Marketing, Marina Bay Sands

How do you plan your marketing budget? How much should you spend on each customer touchpoint? Maunik will take you through some models of how to plan your budget, and how to use it in the right areas.

4:15 pm

How to Sustainably Build a Relevant Digital Product that Kicks Ass!

• Jai Govindani, Chief Technology Officer – Red Planet Hotels

It’s time to measure and learn!

It’s very easy to set up platforms so that you have massive amounts of data coming in ­ but is this data actionable? Is it even reliable? In this session, you will learn how to build, and continuously improve, any consumer-facing Product or Service. You could easily apply this method to building an App or to your Digital Marketing program.

This is a ‘not-to-miss’ session, where you will learn about which tools you can use to measure results, how to use them to improve your results, and how to check if the data you’re getting is reliable.

Special Take-Away: At the end of the Conference guide, you’ll find: HSMAI’s Marketing Advisory Board has compiled a list of tools they have found useful in measuring performance.

4:45pm

How to use what you learnt today…Thoughts from the Marketing Advisory Board

• The HSMAI Marketing Advisory Board members

Let’s recap the day’s learning and give you a framework to help you build your business case with your head office, or your owner, for marketing funds. You’ll need to prove that they will get a return on their investment. Let us help you do that! The Marketing Board members will share their key insights from the afternoon, and help you leave with a clear plan for how you’ll use the insights you gleaned today, to improve your business tomorrow.