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Online Marketing Strategies

8
in Travel Europe 2008
Conference & Exhibition, 14 - 15 October 2008, Munich

DRIVE TRAFFIC, FOSTER LOYALTY &

MAXIMISE CUSTOMER SPEND ONLINE
GET AHEAD OF YOUR COMPETITORS - USE THE Learn from these top
LATEST DEVELOPMENTS IN WEB 2.0, SEARCH, WEB industry speakers
OPTIMISATION & BRANDING to boost sales

• Evaluate which Web 2.0 initiatives will dramatically

impact your business Sarah Newman,
Steven Taylor, Regional Vice
• Hear innovative techniques to engage your customer Senior Director President, Commercial
International SPG, Director, EMEA,
and sell more online Starwood Hotels & Royal Caribbean
Resorts Worldwide Cruises International
• 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
Steven Greenway,
• Drive quality traffic to your website - Hear top tips CCO, Gareth Gaston,
to improve your search strategy in a Pan-European SkyEurope MD, Octopus Travel
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
Martin Verdon-Roe, Fredrik Kinnunen,
• Understand how to make your brand sticky in an ever Head of Sales, Europe, Director of Direct Sales,
increasingly competitive online TripAdvisor Sterling Airlines

environment
‘Great conference
with a lot of inspiration – • Save weeks
excellent inputs for new ‘out-of- of research –
the-box’ thinking. A must for revolutionise your
all online travel agencies’ marketing strategy
Christian Foged, in just 2 days! Jan Oetjen, MD, Calum Russell,
DTF Travel A/S lastminute.com Commercial Director,
Germany EasyHotel Ltd

OPEN NOW TO VIEW THE FULL AGENDA AND SPEAKERS

 ‘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. So your customers

Video. Social media. have reached your
‘Great to have some ‘Very informative
Email. Blogs. website. What’s
speakers that were willing to conference – not one bad
Mobile. The next? Converting
shake things up a bit rather than presentation over the 2 days.
Semantic Web. lookers to
just quoting the party line’ A great event with opportunities to
These are exciting bookers is vital
meet not only other peers experiencing
Barry Smith, Skyscanner times in online in Europe’s
the same problems in business but
travel. The internet cut throat
also those with the potential to
and your consumer’s travel market.
solve these problems’
behaviour are evolving – We’ll identify the
fast. How do you update the fundamentals of online main reasons for Helen Horwood,
marketing to work successfully in this new era? customers to leave
Hertz Europe
your website. Our top
Understanding how the internet is changing the rules of marketing speakers will share the simple
is a huge challenge. Are you wasting valuable €€€ on out dated steps they took to enhance usability, improve web
practices? What innovative, cost effective techniques exist in the content and boost conversions by over 25%!
new Web 2.0 arena?
Maintaining a relationship with your customer is key to the
It’s never been so longevity of your brand. Hear top tips to create consumer loyalty,
important to secure stickiness and brand affiliation. Analyse which European brands
an innovative yet ‘Extremely impressive
delivery of fact and opinion from are successful and why. Who has lost brand value to user-
robust strategy generated content? What can you learn from their mistakes?
to defend your first class speakers. Very useful,
market share even for an SME as the internet Last but not least we’ll take a look to the future. As consumer
and enhance lends itself to business creativity’ behaviour continues to evolve you need to be where your
your brand. The Chirac Shah, customer is. Hear tried and tested inspirational case studies as to
question is how do The Holiday Place what really drives high ROI. Gain insight into where you need to
you keep up when you be concentrating your marketing efforts to be one step ahead of
have so little time? How do your customer.
you know what really works
and what’s just a passing fad? PLUS! Boost profits with ancillary revenue – new for
2008! Ancillary revenue can add up to 18% to your annual
In just 2 days, the Online Marketing Strategies in Travel
conference (held as part of EyeforTravel’s annual Sales & online turnover. The message from those in the know is
Marketing in Europe Summit), will bring the best and most simple; if you’re in the business of selling travel, you can
innovative minds in online travel to show you how to tap earn more!
the enormous sales potential in the European online
travel marketplace.
We’ll kick off the conference by examining the uniqueness of
Twinned with the Social Media
European markets and new marketing mediums. What works Strategies in Travel conference!
well in one European country may count for nothing in the next.
We’ll bring together real life case studies from our experts and Social media and user-generated content will affect your
identify the marketing pitfalls and ‘faux-pas’ of different European business! Learn how to turn this new phenomenon to
countries to ensure you avoid making costly mistakes. your advantage.

Next, we’ll take a look at This event will be twinned with the Social Media Strategies
your search strategy. in Travel conference. Top speakers will cut through the
‘A good opportunity to No doubt you hype surrounding social media and user-generated
meet real professionals from all spend €€€ on content and share real-world advice on how this new
over Europe to exchange the latest search each year phenomenon can be monetized. Investigate which social
developments and experiences!’ to drive traffic to media strategies will work for your business, understand
Helmut Barth, University of your site. You may what impact user-generated content has on the purchasing
Bad Honnef Bonn think that you have cycle and learn how to protect your brand image. Most
your search strategy importantly - get ahead of your competitors and be the first
all sewn up. to be where your customers are!
Stop right there - Web 2.0 has thrown up a whole new All conference passes include access to both simultaneous
set of obstacles for your search success! Whether it be video
tracks so you are free to move between them and choose
optimisation, user-generated content, the changing role of meta-
the ideal sessions to suit your needs! For more information
search engines or the lifting of the Google ban on trademark
see www.eyefortravel.com/smeurope
keywords. You cannot afford to miss this debate!

WEEKS OF RESEARCH ACCOMPLISHED IN JUST 2 DAYS

 Search Engine Marketing – Email Marketing – Website Optim
Day One: Tuesday 14 October • 9am – 7.30pm
Opening plenary session - Overview & Analysis
Evaluate which Web 2.0 initiatives will
dramatically impact your business
• Web 2.0 initiatives including user-generated content and social media
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?
• How is consumer behaviour evolving in the diverse European
marketplace? What critical marketing trends do you need to embrace?
• With an ever increasing crowded European online travel space – how
can you ensure you are spending your marketing budget effectively? Do
Web 2.0 and social media initiatives boost your brand and drive sales?
• Facebook has recorded a year-on-year growth of over 1600% and has
a worldwide client base of over 46 million. How can you leverage the
huge volumes of traffic that these mega social networking sites, like
Facebook, Bebo, or MySpace, attract?
• What role does social media play in the marketing mix? Can social
networking sites really be monetized?
• What are the limitations of social networking and user-generated
content sites for the travel industry? Is your time and money better
spent elsewhere?
• Understand how to avoid common Web 2.0 pitfalls and misguided
investments
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 audience
An increasing number of online travel brands are entering the European
market space. Translating your website is not enough – the old adage
of ‘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 €€€.
• Building pan-European 2.0 brands will take longer – which travel brands
have been truly successful so far?
• What can we learn from their successes and failures? Hear examples of
European marketing campaigns that have failed due to poor knowledge
of the target market
• What are the advantages and disadvantages of a de-centralized,
localised marketing strategy?
• Consumer behaviour – understand the various European cultural
attitudes to the web and how to tailor your online strategy accordingly.
Learn how to build trust & loyalty online
• Language – analyse how many languages you need your website to be
in 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
Twinned with the Social Media Strategies for Travel conferen
Presentations & Panel
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?
• As the travel industry continues to underperform in terms of online
user satisfaction, what can we learn from other industries?
• Does your website match up to the expectations of your
increasingly demanding web user?
• What are the main reasons for potential customers to leave
your website? What simple steps can you take to prevent them
from leaving?
• How can you enhance usability, site-performance and loading
times to reduce abandon rates?
• Constantly updating and improving web content and rich-media
without negatively impacting usability is a key challenge for travel
marketers. Understand what content matters.
• Ensure you are adequately presenting the key aspects of
your product. Are you addressing the various customer segments
not only in terms of age but also in terms of their location
and interests?
• Learn how to enhance the user journey with larger imagery, easier
navigation and additional search options
Gareth Gaston, MD, Octopus Travel
Hedwig Wassing, CEO, Euro Relais
Presentations & Panel
Online marketing futures - Innovative
ways to engage your customer
As 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, branded urls – are they becoming a thing
of the past? How are marketing techniques evolving in the online
travel space?
• Email - Is email marketing dead? How can you use email to gain
vital information about what your customer really wants?
• Widgets, gadgets, desktop alerts, RSS – do they add value or are
they just short term fads?
• Video - With consumers now demanding when and how they view
content, is it worth moving some of your online budget into video
content on your site and 3rd party video sites?
• Geo Mapping – what marketing opportunities exist in offering
location based services?
• Mobile marketing – is 2008 the year of mobile? When is this
channel likely to take off?
• Offline – travel companies still spend large amounts of cash
on 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
misation – Ancillary Revenue – Branding – Social Media – CRM
Day Two: Wednesday 15 October • 9am – 5pm

online marketing - Presentations & Panel Closing Keynote Plenary session

Maximise customer spend on your website
Maximising profits whilst making customers happy – isn’t that the
dream? 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
• Analyse the booking habits of your customers and what touch
points offer the best conversion rates. Add offerings to your site
that add real value to their trip
• Hear from travel suppliers who are leading the way by up-selling
and cross-selling their way to maximum profit
• Personalisation to profits – Understand your customer profile
and engage your customer with the freedom to build their
perfect trip by combining the right high margin ancillary
products and services
• Perfect the balance between offering flexibility and overwhelming
your customer with too many options
Steven Greenway, CCO, SkyEurope
Simon Lilley, Director of Marketing, Flybe
Extended Networking Coffee Break
Presentations & Panel
Driving quality traffic to your website –
Are you wasting valuable marketing €?
• Search engine algorithms have evolved and have become more
sophisticated – evaluate how you need to adapt your search
strategy accordingly
• Spending more money on SEO does not ensure success.
Are you wasting your marketing budget on extortionate
PPC rates?
• Learn how to ensure your site’s Web 2.0 features drive
customers to exactly what they are looking for
• Develop a search engine marketing strategy that not only
balances paid and unpaid search, but also considers social
search engine marketing as a distinct area
• Get advice on aligning your search strategy with
user-generated reviews
• As travel search marketers become more effective in paid
search, 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
Understand how to make your brand
sticky in an ever increasingly
competitive online environment
Brand 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.
• How can you develop a successful brand in a multi lingual Pan
European environment?
• What techniques can you use to create customer loyalty, stickiness
and brand affiliation?
• What impact does user-generated content have on travel brands?
Who has lost brand value due to UGC? What can you learn from
their mistakes?
• With over 30 Ryanair hate groups on Facebook, how damaging are
social networking sites to your brand?
• Do you need to develop a brand defensive strategy to protect and
monitor your brand in the online space?
• What strategies enable you to maintain and build your brand image
on social media sites? Can social media help you de-commoditize
and personalize you brand?
• In the US, Travelocity have used the roaming Gnome on MySpace
to 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?
• Understand how to use widgets, desktop applications and other
tools to build brand awareness
Calum Russell, Commercial Director - EasyHotel Ltd.
*More speakers to be announced*
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.
17.00 End of Conference
‘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

Plenary session - Panel Debate

The Future of Meta Search
CEO Panel Debate
How 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?
So many questions remain unanswered – join the debate to find
out more! ‘Well organised,
Beatrice Tarka, CEO, Mobissimo good presentations,
Ole Stouby, CEO, Travelmarket very worthwhile!’
Yen Lee, CEO, UpTake Lutz Derlien,
Cheapflights
Claus Weber, Senior Partner, Kinkaa.de

nce see www.eyefortravel.com/smeurope for more info

 Tr
Call Sinead Now +44 (0)207 375 7228

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Online Marketing Strategies

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Social media and user-generated content will Yes!! Please register me for Online Marketing Strategies for Travel Europe 2008
affect your business! Learn how to turn this new (part of the Sales & Marketing in Travel Europe Summit)
phenomenon to your advantage.
Block Letters please

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!
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Register online at www.eyefortravel.com/smeurope

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Revolutionize your online marketing strategy

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Online Marketing Strategies

8
in Travel Europe 2008
Conference & Exhibition, 14 - 15 October 2008, Munich

Make the essential contacts you need
to boost your online campaigns and get
real-world advice from marketing experts
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:
ONLINE CONTACT CENTre COFFEE AND LUNCH
Organize meetings in advance and The backbone of your networking, you
touch base with those crucial contacts will be able to cement new relationships
through our online networking centre. and discuss future
This online system will be up and business
running before the event so you can opportunities
make initial contact and after the event during two
to catch-up with the people you missed. lunches and
four coffee
NETWORKING RECEPTION breaks.
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, ‘Extremely impressive
meet your delivery of fact and opinion from
fellow first class speakers. Very useful,
delegates even for an SME as the internet
and discuss lends itself to business creativity’
the issues Chirac Shah,
that have The Holiday Place
been raised.
5 Easy Ways To Register
Email: gina@eyefortravel.com
Fax: +44 (0) 207 375 7576 (UK)
Call: +44 (0) 207 375 7228 (UK)
Learn from these top travel
companies and industry gurus
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

Online: www.eyefortravel.com/smeurope Claus Weber, Senior Partner, Kinkaa.de

Neil Mason, Director of the Board,
Mail: Registrations, EyeforTravel, 7-9 Fashion Street, Web Analytics Association
London, E1 6PX, UK Hedwig Wassing, CEO, Euro Relais

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