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

Transcription

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 Thomas Magnuson Co-Founder and CEO Magnuson Worldwide 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 Danica Davis, Product Specialist, ReviewPro

4 DBS industry speakers 2018 Barbara Pezzi Freelance Digital Consultant & Former Director Analytics and Search, Fairmont Raffles Hotels International 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 Tim Davis, Managing Partner & Lead Consultant, PACE Dimensions Erik Tengen Co-Founder, Oaky Ellen Pickett, Digital Manager, The Hoxton

5 Why you should make DBS your #1 event of the year The topics you are passionate about Tried-and-tested recommendations A closed-door event Something for everyone Hosts that truly care 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. 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, ensuringan 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.

6 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 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 Tim Davis, Managing Partner & Lead Consultant, PACE Dimensions

7 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 Erik Tengen, Co-Founder, Oaky 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 Panel discussion in the right technology. You ll learn: 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: Ellen Pickett, Digital Manager, The Hoxton Kyle Borg, Operations Director, Luna Holiday Complex Alex Obertop, General Manager, SIDE Hotel Hamburg 13:10 Networking lunch break with live jazz music During the registration you will be asked to chose a topic you are most interested in and pick up a corresponding coloured sticker. Red = Wholesalers Purple = Metasearch Green = A.I. During the break you are encouraged to find other people wearing the same coloured sticker as you so you can chat about your chosen subject - the challenges you ve faced, what has worked, what hasn t. Post the best thing you ve learned from your discussions on the App for the chance to win a bottle of champagne!

8 14:30 Hospitality begins online The ultimate weapon for direct bookings Building an emotional connection with guests Tracking what matters Charlie Osmond, Chief Tease, Triptease 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 Compressing the distribution path Exploring new platform Taking out the intermediaries from the distribution path How do you get more direct? How to attain more profit, control? Adapting to a new culture of change Thomas Magnuson, Co-Founder and CEO, Magnuson Worldwide 16:50 Bot vs. human: Which chat is right for my hotel website? The merits of bot, human and a combined approach How live chat on your website can super-power your direct bookings Stephan Keschelis, Vice President E-Commerce & Digital Transformation, NH Hotel Group 17:20 Chairman s closing remarks 17:30 End of day one

9 Direct Booking Summit: Party Time! Time: 18:30pm until late Getting to the party: We will be boarding a private river cruise at 18:30 from Jetty 14 at the back of the Central Station. You will be greeted with a champagne reception and live jazz music as we sail past Amsterdam s iconic scenery. 19:45 We will be docking on the other side of the river to continue the party on the 16th A DAM Toren, where we will have food, more drinks and some epic dance moves! Address: Overhoeksplein 3, 1031 KS, Amsterdam Dress code: Dress to impress Drinks are on us, great outfits on you. We cannot wait!

10 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 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 Clinic A Utilising Guest Intelligence to drive direct bookings Learn how to prioritise operational improvements by drawing on guest feedback. In this clinic you ll earn how to manage priorities, implement new strategies, and turn guest insights into action. Danica Davis, Product Specialist, 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 Analytics and Search, Fairmont Raffles Hotels International 12:20 Lunch Break 13:00 Clinic A Dissecting customer journey with Google tools Understanding your ideal customer profile How to make sure you are in the mindset of your customer? Analysing data for touchpoints that are driving direct bookings Evaluating Google resources to achieve this Satyan Joshi, Hotel Ads Business Leader UK, Google Clinic B Improving the digital guest experience with Triptease The challenges guests encounter on their path to purchase The business impact and size of these opportunities How Triptease can help hotels make the most of them Alasdair Snow, Co-founder & 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 15:00 End of day two

11 Event partners 2018 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 thirdparty 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. 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. ReviewPro is the leading provider of Guest Intelligence solutions to over 35,000 hotels worldwide. ReviewPro s Global Review Index (GRI), the industry-standard 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 cloudbased 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. 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. Specializing in traveler path-to-purchase data for over a decade, Sojern is travel s direct demand engine for thousands of brands from global enterprises to boutique operators across the hotel, airline, cruise, transportation, tourism industries, and more. Analyzing the world s travel intent signals with its proprietary data science methods, the company delivered $13B in bookings for its clients to date by activating multi-channel branding and performance solutions on the Sojern Traveler Platform. Recognized on the Top Company Cultures list by Entrepreneur Magazine, Sojern is headquartered in San Francisco, with teams based in Berlin, Dubai, Dublin, Hong Kong, Istanbul, London, Mexico City, New York, Omaha, Paris, Singapore, and Sydney.

12 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. 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. HQ plus is the pioneer of Europe s Revenue Intelligence revolution. Since its foundation in 2012, the company has successfully brought forward cutting-edge revenue technologies. It is now Europe s market leader, serving about 2,000 customers with its innovative software, HQ revenue, and is enjoying a steady growth in foreign markets too. HQ revenue is a futuristic software in the revenue intelligence landscape that provides accurate real-time data to hoteliers and revenue managers. The product is an effective decision-aiding tool and empowers hoteliers with a complete overview of the most important distribution channels. This allows for quick and efficient analyses and timely reactions to shifts in demand and occupancy, putting HQ revenue customers ahead of their game. Oaky is the automated and personalised up-selling platform for hotels, hostels and serviced apartments to maximise profits and enhance the guest experience. Oaky s data-driven up-selling technology ensure that guests receive personalised offers at the time when they are ready to buy. Thanks to the commission-free business model, Oaky s customers have an unlimited ROI potential, and the freedom to innovate the guest experience by offering guest services with low margins alongside room upgrades with high margins. Oaky is a trusted partner by forward-thinking hotels, hostels and serviced apartments across the globe, including Radisson, Van der Valk, Martin s Hotels, Apex Hotels, Stayokay Hostels and Ambiente Apartments. 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. 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.

13 Media partners

14 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.

15 Information you will need during the event WhatsApp Anastasia for any questions during the event or temperature adjustments in the room on Wi-Fi USER: nh Password: wifi The Event App Guide 1. Download the Attendify - Network at Events app from the App Store or Google Play 2. Open the app and sign up by tapping the button at the top or bottom of the page, or log in if you already have a profile. To create an account, we recommend using the address you registered for the event with. 3. Search using the full name of the event to find us: Direct Booking Summit 4. Enter the event code: DirectBookingSummit (case sensitive) 5. The event will be visible on the home screen of the Attendify App under Your Events section (or you can quickly open the list of all events you joined from the side menu) 6. On the event card, you can find the event date, location, and description. Tap join to access the event, see the full, up-to-date information and start interacting with other attendees. Start using the app! Share photos, post messages, comment and like other people s posts Post to other social networks like Twitter and LinkedIn Connect and network with other attendees Vote in polls and see the results Start knowledge sharing and networking before Triptease blog:

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