eyefortravel - online marketing strategies in travel

Conference & Exhibition, 14 - 15 October 2008, Munich

Online Marketing Strategies in Travel Europe 2008

Evaluate which Web 2.0 initiatives• will dramatically impact your business

Hear innovative techniques• to engage your customer and sell more online

Convert lookers to bookers• – understand the online booking habits of your customer and analyse what touch points offer the best conversion rates

Overcome the challenges• of selling online to a pan-European audience – analyse key market insight from top brands

Drive quality traffic to your website• - Hear top tips to improve your search strategy in a Pan-European environment

Debate the future of meta-search• and what role it plays in the purchasing cycle

Gain insight• into the opportunities and costs associated with mobile marketing and your likely ROI

Understand how to make your brand sticky• in an ever increasingly competitive online

environment

Save weeks •of research – revolutionise your marketing strategy

in just 2 days!

GET AHEAD OF YOUR COMPETITORS - USE THE LATEST DEVELOPMENTS IN WEB 2.0, SEARCH, WEB OPTIMISATION & BRANDING TO BOOST SALES

Learn from these top industry speakers

OPEN NOW TO VIEW THE FULL AGENDA AND SPEAKERS

2 conferences for the price of 1!

steven Greenway, CCO,

SkyEuropeGareth Gaston,

MD, Octopus Travel

Martin Verdon-roe, Head of Sales, Europe,

TripAdvisor

Fredrik kinnunen, Director of Direct Sales,

Sterling Airlines

Jan oetjen, MD, lastminute.com

Germany

calum russell, Commercial Director,

EasyHotel Ltd

sarah Newman, Regional Vice

President, Commercial Director, EMEA,

Royal Caribbean Cruises International

steven taylor, Senior Director

International SPG, Starwood Hotels & Resorts Worldwide

‘Great conference with a lot of inspiration –

excellent inputs for new ‘out-of-the-box’ thinking. A must for

all online travel agencies’ Christian Foged, DTF Travel A/S

Part of the annual

Sales & Marketing in

Travel Summ

it Europe 2008

Part of the annual


Travel Summ

it Europe 2008

DRIVE TRAFFIC, FOSTER LOYALTY & MAXIMISE CUSTOMER SPEND ONLINE

‘Great opportunity to be updated on the latest marketing and sales trends. Hugely informative and inspirational’

Ignasi Canals I Borras, Tourist Forum group

Web 2.0. Search. Viral. Video. Social media.

Email. Blogs. Mobile. The Semantic Web. These are exciting

times in online travel. The internet

and your consumer’s behaviour are evolving –

fast. How do you update the fundamentals of online marketing to work successfully in this new era?

Understanding how the internet is changing the rules of marketing is a huge challenge. are you wasting valuable €€€ on out dated practices? What innovative, cost effective techniques exist in the new Web 2.0 arena?

It’s never been so important to secure an innovative yet robust strategy to defend your market share and enhance your brand. the question is how do you keep up when you have so little time? How do you know what really works and what’s just a passing fad?

In just 2 days, the online Marketing strategies in travel conference (held as part of eyefortravel’s annual sales & Marketing in europe summit), will bring the best and most innovative minds in online travel to show you how to tap the enormous sales potential in the european online travel marketplace.

We’ll kick off the conference by examining the uniqueness of european markets and new marketing mediums. What works well in one european country may count for nothing in the next. We’ll bring together real life case studies from our experts and identify the marketing pitfalls and ‘faux-pas’ of different european countries to ensure you avoid making costly mistakes.

Next, we’ll take a look at your search strategy.

No doubt you spend €€€ on search each year to drive traffic to your site. You may

think that you have your search strategy

all sewn up.

stop right there - Web 2.0 has thrown up a whole new set of obstacles for your search success! Whether it be video

optimisation, user-generated content, the changing role of meta-search engines or the lifting of the Google ban on trademark keywords. You cannot afford to miss this debate!

so your customers have reached your website. What’s next? converting lookers to bookers is vital in europe’s cut throat travel market. We’ll identify the main reasons for customers to leave your website. our top speakers will share the simple steps they took to enhance usability, improve web content and boost conversions by over 25%!

Maintaining a relationship with your customer is key to the longevity of your brand. Hear top tips to create consumer loyalty, stickiness and brand affiliation. analyse which european brands are successful and why. Who has lost brand value to user-generated content? What can you learn from their mistakes?

last but not least we’ll take a look to the future. as consumer behaviour continues to evolve you need to be where your customer is. Hear tried and tested inspirational case studies as to what really drives high roI. Gain insight into where you need to be concentrating your marketing efforts to be one step ahead of your customer.

PLUS! Boost profits with ancillary revenue – new for 2008! Ancillary revenue can add up to 18% to your annual online turnover. The message from those in the know is simple; if you’re in the business of selling travel, you can earn more!

‘Extremely impressive delivery of fact and opinion from first class speakers. Very useful, even for an sME as the internet

lends itself to business creativity’ Chirac Shah,

The Holiday Place

‘great to have some speakers that were willing to

shake things up a bit rather than just quoting the party line’ Barry Smith, Skyscanner

‘Very informative conference – not one bad

presentation over the 2 days. a great event with opportunities to

meet not only other peers experiencing the same problems in business but

also those with the potential to solve these problems’

Helen Horwood, Hertz Europe

Search Engine Marketing – Email Marketing – Website Optimisation – Ancillary Revenue – Branding – Social Media – CRM

Twinned with the Social Media Strategies in Travel conference! Social media and user-generated content will affect your business! Learn how to turn this new phenomenon to your advantage.

This event will be twinned with the Social Media Strategies in Travel conference. Top speakers will cut through the hype surrounding social media and user-generated content and share real-world advice on how this new phenomenon can be monetized. Investigate which social media strategies will work for your business, understand what impact user-generated content has on the purchasing cycle and learn how to protect your brand image. Most importantly - get ahead of your competitors and be the first to be where your customers are!

All conference passes include access to both simultaneous tracks so you are free to move between them and choose the ideal sessions to suit your needs! For more information see www.eyefortravel.com/smeurope

‘a good opportunity to meet real professionals from all

over Europe to exchange the latest developments and experiences!’

Helmut Barth, University of Bad Honnef Bonn

WEEKS OF RESEARCH ACCOMPLISHED IN JUST 2 DAYS

Day One: Tuesday 14 October • 9am – 7.30pm


Twinned with the Social Media Strategies for Travel conference see www.eyefortravel.com/smeurope for more info

OPEning PlEnary sEssiOn - OVErViEw & analysis

Evaluate which Web 2.0 initiatives will dramatically impact your business• Web2.0initiativesincludinguser-generatedcontentandsocialmedia

are transforming the online travel space. From a macro and micro perspective, what impact will they have on your business? What opportunities do they present for your company?

• HowisconsumerbehaviourevolvinginthediverseEuropeanmarketplace? What critical marketing trends do you need to embrace?

• WithaneverincreasingcrowdedEuropeanonlinetravelspace–howcan you ensure you are spending your marketing budget effectively? Do Web 2.0 and social media initiatives boost your brand and drive sales?

• Facebookhasrecordedayear-on-yeargrowthofover1600%andhasaworldwideclientbaseofover46million.Howcanyouleveragethehuge volumes of traffic that these mega social networking sites, like Facebook, Bebo, or Myspace, attract?

• Whatroledoessocialmediaplayinthemarketingmix?Cansocialnetworking sites really be monetized?

• Whatarethelimitationsofsocialnetworkinganduser-generatedcontent sites for the travel industry? Is your time and money better spent elsewhere?

• UnderstandhowtoavoidcommonWeb2.0pitfallsandmisguidedinvestments

steven taylor, Senior Director International, SPG, Starwood Hotels & Resorts Worldwide

sarah Newman, Regional Vice President, Commercial Director, EMEA, Royal Caribbean International & Celebrity Cruises

ExtEndEd CoffEE BrEak – SpEEd nEtworking

PrEsEntatiOns & PanEl

Overcoming the challenges of selling online to a pan-European audiencean increasing number of online travel brands are entering the european marketspace.Translatingyourwebsiteisnotenough–theoldadageof ‘think global, act local’ rings true - an in-depth understanding the underlying cultural differences in this highly diverse fundamental and fragmented region will save you €€€.• Buildingpan-European2.0brandswilltakelonger–whichtravelbrands

have been truly successful so far?• Whatcanwelearnfromtheirsuccessesandfailures?Hearexamplesof

european marketing campaigns that have failed due to poor knowledge of the target market

• Whataretheadvantagesanddisadvantagesofade-centralized,localised marketing strategy?

• Consumerbehaviour–understandthevariousEuropeanculturalattitudes to the web and how to tailor your online strategy accordingly. learn how to build trust & loyalty online

• Language–analysehowmanylanguagesyouneedyourwebsitetobein to drive sales. What offline local customer support truly adds value to your online strategy?

Jan oetjen, MD, lastminute.com Germany

andreas Westerberg, Corporate Officer Sales, NH Hotels

LunCh BrEak

CasE stuDy

an insight into Web analytics analysing your online performance is key to increasing conversions and provides a vital feedback mechanism. Understand where your traffic comes from, which pages drive conversions and which you could do without.

Neil Mason, Board of Directors, Web Analytics Association


Converting lookers to bookers – how user-friendly is your Web site? once customers reach your site, how do avoid losing them and convince them to purchase? • Asthetravelindustrycontinuestounderperformintermsofonline

user satisfaction, what can we learn from other industries?• Doesyourwebsitematchuptotheexpectationsofyour

increasingly demanding web user?• Whatarethemainreasonsforpotentialcustomerstoleave

your website? What simple steps can you take to prevent them from leaving?

• Howcanyouenhanceusability,site-performanceandloadingtimes to reduce abandon rates?

• Constantlyupdatingandimprovingwebcontentandrich-mediawithout negatively impacting usability is a key challenge for travel marketers. Understand what content matters.

• Ensureyouareadequatelypresentingthekeyaspectsof your product. are you addressing the various customer segments not only in terms of age but also in terms of their location and interests?

• Learnhowtoenhancetheuserjourneywithlargerimagery,easiernavigation and additional search options

Gareth Gaston, MD, Octopus Travel

Hedwig Wassing, CEO, Euro Relais


Online marketing futures - innovative ways to engage your customeras consumer behaviour continues to evolve - Understand which traditional and new techniques truly engage the consumer, analyse how effective your marketing campaigns are and gain key insight as to what the future holds• SEO,Banners,email,brandedurls–aretheybecomingathing

of the past? How are marketing techniques evolving in the online travel space?

• Email-Isemailmarketingdead?Howcanyouuseemailtogainvital information about what your customer really wants?

• Widgets,gadgets,desktopalerts,RSS–dotheyaddvalueorarethey just short term fads?

• Video-Withconsumersnowdemandingwhenandhowtheyviewcontent, is it worth moving some of your online budget into video content on your site and 3rd party video sites?

• GeoMapping–whatmarketingopportunitiesexistinofferinglocation based services?

• Mobilemarketing–is2008theyearofmobile?Whenisthischannel likely to take off?

• Offline–travelcompaniesstillspendlargeamountsofcashon traditional advertising campaigns. Which of these marketing techniques engage your customer and drive traffic to your site?

prof. Gilbert reveillon, Lecturer in Tourism, University of Sorbonne

Michael simon, Area Director, Central Europe, Marriott International

enrique Nalda, Head of Travel, France, Google

17.30 Evening Drinks Reception

Wind down from a day of insightful discussion and strategic debate and

make the essential contacts you need to boost your online campaigns

Day Two: Wednesday 15 October • 9am – 5pm


Twinned with the Social Media Strategies for Travel conference see www.eyefortravel.com/smeurope for more info

ClOsing KEynOtE PlEnary sEssiOn

Understand how to make your brand sticky in an ever increasingly competitive online environmentBrand identity has never been so important. analyse which european travel brands are successful and why. Hear innovative techniques to improve brand awareness without blowing your budget.• HowcanyoudevelopasuccessfulbrandinamultilingualPan

european environment? • Whattechniquescanyouusetocreatecustomerloyalty,stickiness

and brand affiliation?• Whatimpactdoesuser-generatedcontenthaveontravelbrands?

Who has lost brand value due to UGc? What can you learn from their mistakes?

• Withover30RyanairhategroupsonFacebook,howdamagingaresocial networking sites to your brand?

• Doyouneedtodevelopabranddefensivestrategytoprotectandmonitor your brand in the online space?

• Whatstrategiesenableyoutomaintainandbuildyourbrandimageon social media sites? can social media help you de-commoditize and personalize you brand?

• IntheUS,TravelocityhaveusedtheroamingGnomeonMySpaceto engage fans, share deals and create brand loyalty. How can you use a brand advocate on a social networking site to generate brand awareness, drive traffic and sell products?

• Understandhowtousewidgets,desktopapplicationsandothertools to build brand awareness

calum russell, Commercial Director - EasyHotel Ltd.

*More speakers to be announced*

17.00 End of ConfErEnCE

OnlinE marKEting - PrEsEntatiOns & PanEl

Maximise customer spend on your websiteMaximisingprofitswhilstmakingcustomershappy–isn’tthatthedream? Most visitors coming to your site are looking to purchase more than just your core product. as margins continue to diminish, learn about the best way to introduce new products and services to compliment your core product• Analysethebookinghabitsofyourcustomersandwhattouch

points offer the best conversion rates. add offerings to your site that add real value to their trip

• Hearfromtravelsupplierswhoareleadingthewaybyup-sellingand cross-selling their way to maximum profit

• Personalisationtoprofits–Understandyourcustomerprofile and engage your customer with the freedom to build their perfect trip by combining the right high margin ancillary products and services

• Perfectthebalancebetweenofferingflexibilityandoverwhelmingyour customer with too many options

steven Greenway, CCO, SkyEurope

simon lilley, Director of Marketing, Flybe

ExtEndEd nEtworking CoffEE BrEak


Driving quality traffic to your website – are you wasting valuable marketing €?• Searchenginealgorithmshaveevolvedandhavebecomemore

sophisticated–evaluatehowyouneedtoadaptyoursearchstrategy accordingly

• SpendingmoremoneyonSEOdoesnotensuresuccess. are you wasting your marketing budget on extortionate ppc rates?

• Learnhowtoensureyoursite’sWeb2.0featuresdrivecustomers to exactly what they are looking for

• Developasearchenginemarketingstrategythatnotonlybalances paid and unpaid search, but also considers social search engine marketing as a distinct area

• Getadviceonaligningyoursearchstrategywith user-generated reviews

• Astravelsearchmarketersbecomemoreeffectiveinpaidsearch, social media, and related online marketing, how does this affect concepts such as seasonality and the long tail?

tamarah khatib, Head of Global Online Marketing, Silverjet

Yen lee, Co-Founder & President, Uptake

colin lewis, Head of Marketing, Aer Arann

LunCh BrEak

PlEnary sEssiOn - PanEl DEBatE

The Future of Meta search CEO Panel DebateHow are meta-search sites evolving? What search features will become more popular? Will meta-search based on price alone diminish? What role do they play in the purchasing cycle? Will they keep the ppc model? Will they provide better qualified traffic? Will user reviews and social media also be incorporated? Somanyquestionsremainunanswered–jointhedebatetofindout more!

Beatrice tarka, CEO, Mobissimo

ole stouby, CEO, Travelmarket

Yen lee, CEO, UpTake

claus Weber, Senior Partner, Kinkaa.de

PRODUCT BOx

With so many new online start-ups entering the european travel market eyefortravel’s product box is a pressure-free, quick fire way to find which would add value to your business.

‘Well organised, good presentations, very worthwhile!’

Lutz Derlien, Cheapflights

‘The event was great and it will certainly help me to make the right decisions for

investment in the year ahead’ M. Butler, Spanisches

fremdenverkehrsamt

Yes!! Please register me for Online Marketing Strategies for Travel Europe 2008 (part of the Sales & Marketing in Travel Europe Summit)

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Online Marketing Strategies in Travel Conference & Exhibition, 14-15 October 2008, Munich

Europe 2008

Register online at www.eyefortravel.com/smeurope

Call Sinead Now +44 (0)207 375 7228

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DatEs anD VEnuE:Conference: Tuesday 14th October -

Wednesday 15th October Venue: Sheraton Munich Arabellapark Hotel

aCCOmmODatiOn: We have arranged a discounted room rate at the Sheraton Munich Arabellapark Hotel. Reservation details will be sent to you when you register. It is recommended that you book early to take advantage of this offer, especially as our room block will fill up fast during this busy time in Munich.

CanCEllatiOns:All conference places are fully transferable without any charge. There will be no penalty for cancellations received before Friday 11th September 2008 (Credit card registrations are subject to a 5% cancellation fee) If written confirmation of a cancellation is not received before Friday 11th September 2008 we will be obliged to charge the full conference fee. Please note, you must inform the conference desk in writing of any cancellations: please email [email protected]. The organizers reserve the right to make changes to the program without notice.

REGISTER NOW!

Part of the annual


Travel Summ

it Europe 2008Early Bird Discount SAVE €200!

if you register before 4th July 2008

Twinned with the Social Media Strategies in Travel conference!

‘Very informative conference - not one bad presentation over the 2 days. A great event with opportunities to meet not only other peers experiencing the same problems in business but also those with the potential

to solve these problems’Helen Horwood, Hertz Europe

‘The event was great and it will certainly help me to make

the right decisions for investment in the year ahead’

M. butler, Spanisches fremdenverkehrsamt

‘Well organised, good presentations, very worthwhile!’

Lutz Derlien, Cheapflights

‘Great to have some speakers that were willing to shake things up a bit rather than just quoting

the party line’Barry Smith, Skyscanner

See what your fellow travel marketers said

about last year’s event:

Social media and user-generated content will affect your business! Learn how to turn this new phenomenon to your advantage.

This event will be twinned with the Social Media Strategies in Travel conference. Top speakers will cut through the hype surrounding social media and user-generated content and share real-world advice on how this new phenomenon can be monetized. Investigate which social media strategies will work for your business, understand what impact user-generated content has on the purchasing cycle and learn how to protect your brand image. Most importantly - get ahead of your competitors and be the first to be where your customers are!

All conference passes include access to both simultaneous tracks so you are free to move between them and choose the ideal sessions to suit your needs! For more information see www.eyefortravel.com/smeurope

Whether your interest lies in Social Media, or updating your traditional online marketing strategy - or both - the 2 day Summit will provide you with the key information, case studies and contacts you need to revolutionize your online business strategy!

EmAil: [email protected]

FAx: +44 (0) 207 375 7576 (UK)

CAll: +44 (0) 207 375 7228 (UK)

OnlinE: www.eyefortravel.com/smeurope

mAil: Registrations, EyeforTravel, 7-9 Fashion Street, London, E1 6PX, UK

5 Easy Ways To Register

Online Marketing Strategies in Travel

Conference & Exhibition, 14 - 15 October 2008, Munich

Europe 2008

This well-established event consistently attracts over 200 of the top marketing executives in the travel industry. By attending, you will have the opportunity to meet a unique cross-section of the industry – all with one common interest – maximizing the return of their marketing spend. And to ensure that you get to meet them all, we have built ample networking opportunities into this event:

To Register Call Sinead Now on +44 (0)207 375 7228 (UK)

Revolutionize your online marketing strategy

ONLINE CONTACT CENTRE Organize meetings in advance and touch base with those crucial contacts through our online networking centre. This online system will be up and running before the event so you can make initial contact and after the event to catch-up with the people you missed.

NETWORKING RECEPTION Tuesday 14th October 5.30 - 7.30pm Being held in the exhibition hall, this informal environment is the perfect opportunity for you to see the products

on offer, meet your fellow delegates and discuss the issues that have been raised.

COFFEE AND LUNCH The backbone of your networking, you will be able to cement new relationships and discuss future business opportunities during two lunches and four coffee breaks.

Make the essential contacts you need to boost your online campaigns and get real-world advice from marketing experts

steven Greenway, CCO, SkyEurope

steven taylor, Senior Director International SPG, Starwood Hotels & Resorts Worldwide

calum russell, Commercial Director, EasyHotel Ltd

andreas Westerburg, Corporate Sales Officer, NH Hotels

pete Ward & Jerome touze, Co-Founders, WAYN

sarah Newman, Regional Vice President, Commercial Director, EMEA, Royal Caribbean Cruises International

Gareth Gaston, MD, Octopus Travel

Meg pickard, Head of Communities & User Experience, Guardian Unlimited

colin lewis, Head of Marketing, Aer Arann

Jan oetjen, MD, lastminute.com Germany

Michael simon, Area Director, Central Europe, Marriott International

adam Healey, CEO, VibeAgent

andy owen-Jones, MD, UK, Traveltainment

Malte siewert, MD, Trivago

simon lilley, Director of Marketing, FlyBe

Fredrik kinnunen, Director of Direct Sales, Sterling Airlines

tamarah khatib, Head of Global Online Marketing, Silverjet

Yen lee, CEO, UpTake

ole stouby, CEO, Travelmarket.com

Beatrice tarka, CEO, Mobissimo

Gilbert reveillon, Professor of Tourism, University of Sorbonne

enrique Nalda, Head of Travel, France, Google

amy scarth, Head of Research, EyeforTravel

Martin Verdon-roe, Head of Sales, Europe, TripAdvisor

Fredrik von scanzoni, Head of Business Development, HolidayCheck

Marc ruff, CEO, TVTrip

thomas reiter, Country Manager, Opodo Germany

claus Weber, Senior Partner, Kinkaa.de

Neil Mason, Director of the Board, Web Analytics Association

Hedwig Wassing, CEO, Euro Relais

Part of the annual


Travel Summ

it Europe 2008

‘Extremely impressive delivery of fact and opinion from first class speakers. Very useful, even for an sME as the internet

lends itself to business creativity’ Chirac Shah,

The Holiday Place

Part of the annual


Travel Summ

it Europe 2008

Learn from these top travel companies and industry gurus