Europe. Hundreds of hoteliers, one mission: Increase your direct bookings June 2018 Amsterdam, The Netherlands

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Rebecca Glenn
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Europe 27-28 June 2018 Amsterdam, The Netherlands Hundreds of

1 Europe June 2018 Amsterdam, The Netherlands Hundreds of hoteliers, one mission: Increase your direct bookings

2 DBS industry speakers 2018 Michael Simon Senior Director Distribution, Europe Marriott International Rob Paterson CEO Best Western Hotels & Resorts Great Britain Geoff Andrew CEO WorldHotels Stephan Keschelis Vice President E-Commerce & Digital Transformation NH Hotel Group Joe Pettigrew Director of Revenue Maximisation, Europe Hotels Starwood Capital Group Satyan Joshi Hotel Ads Business Lead UK Google Gopakumar Menon Vice President of Revenue & Distribution Highgate Hotels Marta Varela Area Commercial Director Revenue Strategy Barceló Hotels & Resorts Sebastian Arnshelm Director of Revenue Management Nobis AB Patty de Gruiter VP Revenue & Distribution Europe Private Hotels Collection

3 DBS industry speakers 2018 Sam Riches Director of Sales & Marketing The Curtain Hotel & Members Club Alex Obertop General Manager SIDE Hotel Hamburg Darryl Walker Head of ecommerce and Distribution Saco The Serviced Apartment Company Claus Strawbridge Ecommerce Marketing Director Guldsmeden Hotels Christoph Kempa Cluster E-Commerce & Distribution Manager Samuel Braun Hotels Berlin Kyle Borg Operations Director Luna Holiday Complex Maarten Plesman Chief Revenue Officer Revinate Adrian Hands Senior Director Key Accounts EMEA TripAdvisor Charlie Osmond Chief Tease Triptease James Bishop Vice President Sales EMEA SiteMinder

4 DBS industry speakers 2018 RJ Frielander Founder & CEO ReviewPro Barbara Pezzi Freelance Digital Consultant & Former Director Analytics and Search Rob Fleischer Director Sales and Marketing GuestScores Oliver Geldner Revenue and Distribution Expert Taktikon Consultancy Phil Ford Group Revenue Manager Firmdale Hotels Alejandro Gomez Losada Sr. Vice President Sales Europe & Latin America RateGain Robin Clifford Territory Manager Homes Northern Europe Airbnb Ludovic Cacciapaglia Director Distribution Strategy InterContinental Hotel Group

Welcome to Direct Booking Summit: Europe 2018! Triptease is excited to invite you to the third annual Direct Booking Summit, taking place on the 27-28 June in Amsterdam.

5 Welcome to Direct Booking Summit: Europe 2018! Triptease is excited to invite you to the third annual Direct Booking Summit, taking place on the June in Amsterdam. Join us for a packed agenda of keynote presentations from industry experts, interactive workshops, panel debates on hospitality s hottest topics and roundtable discussions led by today s most innovative hoteliers. The DBS series is all about bringing the hotelier community together to drive the Direct Booking Movement forward. Whether you re from a small independent or the largest hotel chain in the world, the challenge of direct bookings is real. The Direct Booking Summit provides a space to share the struggle and spark new ideas amongst peers. The agenda at a glance: Utilising guest feedback to drive direct bookings Think like an OTA to revitalise your business The need-to-know of CRM Bot vs human : Which chat is right for my hotel website? Aligning your physical and digital customer journey Improving the relationship between Marketing, Digital and Revenue...and so much more. There are plenty of hospitality events out there - but there s nothing quite like the Direct Booking Summit. It s a closed-door event where you can express frustrations and challenges safe in the knowledge that you re among like-minded peers. Join us in Amsterdam this year to experience it for yourself. We can t wait to see you!

6 Why you should make DBS your #1 event of the year The topics you passionate about Our intensively-researched agenda is based on months of conversations with hoteliers just like you. Hear from the leaders of the industry on the topics most important to your business. Tried-and-tested recommendations A closed-door event Something for everyone Hosts that truly care The Direct Booking Summit is all about sharing real-life challenges and solutions. Each presentation is designed to leave you with actionable take-home strategies drawn from the experiences of your peers. We know how difficult it can be to have a frank discussion about the challenges you face. The Direct Booking Summit is only open to hoteliers and carefully selected industry partners, ensuring an atmosphere of honesty and trust. From marketing to distribution to revenue management, there s something for every department at the Direct Booking Summit. From in-depth plenary sessions to hands-on workshops, we cater for delegates from every corner of the hotel industry. If you have a question, the Direct Booking Summit can answer it. This is an event for the hotel community, designed to engage and empower delegates with the tools they need to regain autonomy over their distribution strategies. Summit hosts Triptease have one mission: to educate the world that direct is best. The Direct Booking Summit is the perfect setting to push that movement forward together HQ@DIRECTBOOKINGSUMMIT.COM

7 Who will be there? Attendees: Vendor vs. Hotelier Ratio Attendees by Department Attendees by Job Titles Vendor 25% General Manager 10% Revenue 35% CEO 5% Director 40% Digital 20% Partner 10% E-commerce 15% Hotelier 75% Marketing 20% Manager 35% VP 10%

8 Summit Day One: Wednesday, 27 June 08:00 Morning registration and welcome coffee for all 08:40 Welcome address Charlie Osmond, Chief Tease, Triptease Distribution in Focus 09:00 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 09:30 Improving the relationship between Marketing, Digital and Revenue How to remove silos and centralise operations Putting direct bookings at the heart of your commercial strategy Panel discussion How to make sure you take a holistic view of your costs and results 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 10:00 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

9 10:30 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 Panel discussion How much is too much? Allocating your meta budget Moderator: Gopakumar Menon, VP of Revenue and Distribution, Highgate Hotels Panelists: James Bishop, Vice President Sales, EMEA, SiteMinder Phil Ford, Group Revenue Manager, Firmdale Hotels Adrian Hands, Senior Director, Key Accounts EMEA, TripAdvisor 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? Panel discussion: Behind closed doors Three approaches to negotiations When to prioritise direct bookings The long road to transparency in distribution 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 Marketing in Focus 12:10 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 12:40 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: Panel discussion How to build an effective 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: Christoph Kempa, Cluster E-Commerce & Distribution Manager, Samuel Braun Hotels Berlin Kyle Borg, Operations Director, Luna Holiday Complex Alex Obertop, General Manager, SIDE Hotel Hamburg

10 13:10 Lunch break 14:30 Think like an OTA to revitalise your business Case study Hear from the hotelier who drew on OTA tactics to stay ahead of the competition. Find out how launching a membership zone for like-minded hotels helped Guldsmeden Hotels increase their direct bookings and trigger positive social engagement. Claus Strawbridge, e-commerce Marketing Director, Guldsmeden Hotels 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 Technology in Focus 16:00 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 16:20 A hotelier s guide to blockchain distribution We ve all heard of it - but what is it? Join us for blockchain 101 and learn: How blockchain could disrupt the Booking Holdings/Expedia duopoly Why blockchain is a potential solution to the wholesaler problem Whether it s a legitimate solution or wishful thinking 16:50 Bot vs. human: Which chat is right for my hotel website? The merits of bot, human and a combined approach Panel How live chat on your website can super-power your direct bookings discussion Stephan Keschelis, Vice President E-Commerce & Digital Transformation, NH Hotel Group 17:20 Chairman s closing remarks 17:30 End of day one

Direct Booking Summit: Party Time! Time: 18:30pm until late Location: The 16th Floor @ A DAM Toren Address: Overhoeksplein 3, 1031 KS, Amsterdam Dress code: Dress to impress!

11 Direct Booking Summit: Party Time! Time: 18:30pm until late Location: The 16th A DAM Toren Address: Overhoeksplein 3, 1031 KS, Amsterdam Dress code: Dress to impress! We ll be crossing the river to dazzle and sparkle in the iconic Amsterdam tower! Eat, drink and dance surrounded by epic scenery. Drinks are on us, great outfits on you. We cannot wait!

12 Summit Day Two: Thursday, 28 June 10:00 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. Clinic A Clinic A Clinic B 10:20 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 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 11:20 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. RJ Frielander, Founder & CEO, ReviewPro Clinic B 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 optimise AdWords Barbara Pezzi, Freelance Digital Consultant & Former Director Analystics and Search, Fairmont Raffles Hotels International 12:20 Lunch Break 13:00 Clinic A Conversion analytics Learn how to track the right conversion metrics for your hotel, and use them to identify the areas that need your attention. Your website (and your wallet) will thank you later Satyan Joshi, Hotel Ads Business Leader UK, Google Clinic B Aligning your physical and digital customer journeys Mapping the physical journey and incorporating digital at every stage How to humanise digital interactions Which digital experiences do guests really value? Alasdair Snow, Chief Product Officer, Triptease 14:20 How do we innovate to elevate? Drawing on data to enhance every part of the customer journey Charlie Osmond, Chief Tease, Triptease 15:20 End of day two *Please note: sessions, timings and speakers might change as the agenda develops. Triptease selects industry speakers and influencers based on their experience and contribution towards the direct booking movement.

13 Event partners 2018 The Guestbook is a simple yet effective hotel loyalty rewards program built exclusively for independent & boutique brand hotels. Guests who join the program (enrollment is free) and book direct are rewarded with 5% cash back via PayPal, gift cards, a charitable donation or 10% to use towards future stays at over 600 fantastic hotels. As hoteliers who understand the complicated relationship between hotels and OTAs, The Guestbook s founders are committed to tipping the power dynamic back in the hotels favor. With that in mind, The Guestbook recently launched a sister service, Gopher, that works for any hotel. Gopher is a Chrome extension that pops up on major OTAs with a link to the respective hotel s own booking engine with a guaranteed better deal through a combination of rate and cash rewards. RateGain is a leader in hospitality and travel technology solutions for revenue management, rate intelligence, electronic distribution and brand engagement helping customers around the world to streamline their operations and sales. The company provides Cloud based solutions to Hotels, Airlines, Online Travel Agencies, Car Rental Companies, Cruise Liners and Tour/Wholesale Operators. RateGain was incorporated in year The company has shown a very fast growth over a decade and has recognized as the fastest growing SaaS Company in India. RateGain s global customer base comprises of leading travel suppliers and intermediaries which includes airlines, hotels, cruise lines, car rental companies, online travel agents, tour operators and wholesalers. RateGain has over hospitality clients around the world as well as 5000 travel companies on their systems. Revinate helps hotels know more about their guests so they can deliver personalised experiences that create valuable relationships and lifelong customers. Built for hotels by hoteliers, Revinate s all-in-one data solution aims to drive direct bookings and guest engagement. With industry-leading technology and intuitive design, Revinate Marketing and Revinate Guest Feedback are transforming and automating the hotel-guest relationship. SiteMinder is the leading cloud platform for hotels, offering award-winning solutions to hotels of all sizes to empower them to attract, reach and convert guests across the globe. SiteMinder s products include The Channel Manager, the industry s leading online distribution platform; TheBookingButton, a wholly-branded booking engine for direct bookings via the web, mobile or social; Canvas, the intelligent website creator for independent hoteliers; Prophet, a real-time market intelligence solution that takes the guesswork out of pricing rooms; and GDS by SiteMinder, a single point of entry to a six-figure network of travel agents and the world s major GDSs.

14 Event partners 2018 ReviewPro is the leading provider of Guest Intelligence solutions to over 35,000 hotels worldwide. ReviewPro s Global Review Index (GRI), the industrystandard online reputation score, is based on review data collected from 175+ OTAs and review sites in 45+ languages. By leveraging ReviewPro s Guest Intelligence effectively, hoteliers can deliver better guest experiences and boost satisfaction, online rankings and revenue. The company s suite of cloud-based solutions, including Online Reputation Management, Guest Satisfaction Surveys, Auto Case Management, and Messaging Hub, enables clients to prioritise operational/service improvements and automate internal processes to ensure guest feedback is acted on quickly and efficiently. With cloud-based applications that address hospitality s increasing complexity in distribution and technology, Duetto provides powerful Revenue Strategy solutions to optimize profit and guest loyalty. Its GameChanger and ScoreBoard apps deliver key insights into pricing and consumer demand for hotels and casinos. The holistic Revenue Strategy championed by Duetto produces not only greater revenue and profit, but also a lift in market share relative to users competitive set. In 2016, Duetto s fully deployed hotel clients recorded an average RevPAR Index lift of 6.5%. The company now partners with approximately 2,000 hotel and casino properties in more than 60 countries and has offices in seven major markets throughout the Americas, Europe, Middle East and Asia. Guestscores increase a hotel s control over guest reviews. They provide upsell opportunities and develop a digital communication channel with intelligent real-time interaction, contingent responses and automation. The Guestscores platform focuses exclusively on a rich suite of in-house engagement functionalities. It can operate as a standalone system or be integrated with any third-party Wi-Fi or PMS solution. Reaching more than 80% of your guests and at a cost measured in cents per guest per day, in-house digital engagement is a game changer within the reach of every hotel. Hoteliers.com was founded in 2005 to help hotels generate more direct bookings. Their services consist of e-commerce products, distribution tools and marketing services, offering the advantage of one point of contact for all of a hotel s online business. The e-commerce product range includes website construction and booking engine software. The distribution tools consist of a channel manager and a GDS connection, and marketing and social media services to help hotels attract visitors to their website and generate direct bookings. Hoteliers.com also has an exclusive partnership with Google in order to get the best results out of Hotel Ads and AdWords. The personal service of Hoteliers.com is rated as excellent by hoteliers throughout Europe.

15 Become our partner Love the Direct Booking Movement and want to join forces? Become a partner and help the hotel industry to bring hospitality online. This is a fantastic opportunity to showcase the latest tools and technology to help hoteliers take back control of their online experience. At the Direct Booking Summit we ll be presenting real life case studies, examples and live discussions to hoteliers from all over the world. Hear directly from your potential customers about the problems they face on a day-to-day basis, and find out what they re investing in and prioritising for the year ahead. Five reasons to get involved: Enrich your database with new qualified leads in one day Get brand exposure to Triptease s contacts worldwide Access our pre and post-show delegate list - with s Schedule one-on-one meetings with the hottest leads at DBS Showcase your latest product innovations to an audience who are 80% your potential clients

16 Media partners

Amsterdam calling! Make a weekend of it and enjoy all that Amsterdam has to offer.

bits to enjoy in your free time. Oude Kerk (literally old church ) is the oldest building in central Amsterdam.

Barbizon Palace, Prins Hendrikkade 59-72, 1012 AD Amsterdam, Netherlands Anne Frank House, located at Prisengracht 263

Central Amsterdam is encircled by four glorious 17th century canals known as de Grachtengordel (the canal belt), a

Cruise through galleries, cafés, independent boutiques and the city s most desirable residential addresses.

During the 17th century, the garden was the main source of medicinal herbs in Amsterdam, and was used by the city s

Relax in the sunshine at Vondelpark, the largest and most popular park in the Netherlands.

A new hotspot and an entirely new culinary experience, everything at Restaurant C revolves around Celsius degrees.

17 Amsterdam calling! Make a weekend of it and enjoy all that Amsterdam has to offer. From sightseeing, to the latest restaurants and city hotspots, we ve done all the prep and here are some of the best bits to enjoy in your free time. Oude Kerk (literally old church ) is the oldest building in central Amsterdam. Having passed between Catholic and Protestant hands during the reformation, it s brimming with history Location: The NH Barbizon Palace, Prins Hendrikkade 59-72, 1012 AD Amsterdam, Netherlands Anne Frank House, located at Prisengracht the famous building, where she hid for over two years during World War II. Central Amsterdam is encircled by four glorious 17th century canals known as de Grachtengordel (the canal belt), a system now recognised as an UNESCO Heritage Site. Cruise through galleries, cafés, independent boutiques and the city s most desirable residential addresses. De Hortus Botanicus is one of the oldest botanical gardens in the world and contains over 6,000 tropical plants. During the 17th century, the garden was the main source of medicinal herbs in Amsterdam, and was used by the city s doctors and chemists. Need a break from sightseeing? Relax in the sunshine at Vondelpark, the largest and most popular park in the Netherlands. After all that sightseeing, head to chic Restaurant C by chef Michiel van der Eerde. A new hotspot and an entirely new culinary experience, everything at Restaurant C revolves around Celsius degrees. Visit the lavishly restored Rijksmuseum for Old Master paintings and explore the country s largest collection of art and artefacts, dating from the 15th century, with the likes of Rembrandt s The Night Watch and Vermeer s Kitchen Maid on display. On the 7th floor of Volkshotel you ll find restaurant and club Canvas. With a rooftop terrace and view over Amsterdam, Canvas is a place for breakfast and cocktails and everything in between.

18 Pricing & discounts EU Hoteliers All Inclusive Pass Networking Pass EU Vendor All Inclusive Pass Networking Pass Main Conference Main Conference DBS Party DBS Party Workshop Day Workshop Day Standard Price 400 (+VAT) 300 (+VAT) Standard Price 2000 (+VAT) 1500 (+VAT) Book and pay before 31 August 300 (+VAT) 250 (+VAT) Book and pay before 31 August 1800 (+VAT) 1400 (+VAT) Three ways to register +44 (0)

Venue & accomodation Event Venue NH Collection Amsterdam Barbizon Palace Prins Hendrikkade, 59-72 1012AD Amsterdam, The

8 including breakfast for single use, excluding 6% city tax To make a reservation please follow the link: https://www.nh-hotels.

19 Venue & accomodation Event Venue NH Collection Amsterdam Barbizon Palace Prins Hendrikkade, AD Amsterdam, The Netherlands Accommodation Superior room: including breakfast for single use, excluding 6% city tax To make a reservation please follow the link: *Travel and accommodation are not included in the registration fee. Start knowledge sharing and networking before Triptease blog:

20 Europe June Amsterdam, The Netherlands Americas October Dallas, Texas USA Asia Pacific February Singapore

Direct Booking Summit: Europe

Direct Booking Summit: Europe #directisbest 27-28 June, Amsterdam www.directbookingsummit.com 08:00 Morning Registration and Welcome Coffee for All Conference Day One: Wednesday, 27th June 08:40 Welcome