October 3-4, 2018 Dallas, TX USA. Americas 2018 AGENDA. #DirectBookingSummit

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1 October 3-4, 2018 Dallas, TX USA Direct Booking Summit: Americas 2018 AGENDA

2 Welcome to the Direct Booking Summit: Americas 2018 Triptease invites you to join hundreds of the hospitality industry s leaders on October 3-4 in Dallas. The Summit is all about bringing the hotelier community together to work out the solutions for the current challenges in hospitality industry. Whether you re from a small independent hotel or the largest chain in the world, the Summit provides the ultimate platform for discussions about distribution, marketing and revenue. We ve got a packed agenda full of insightful keynotes, interactive workshops, dynamic panel discussions and lots more to make sure you go home with real, actionable takeaways. Get insights into... The state of metasearch in 2018 Managing OTA contracts Taking your CRM to the next level Boosting your website conversions Promoting collaboration between teams to drive revenue Optimizing every acquisition channel... and so much more! There may be other hospitality events out there, but there s nothing quite like the Direct Booking Summit. It s a closed-door event where you can discuss challenges and find workable solutions with like-minded hoteliers. Join us in Dallas to experience it for yourself. See you there! directbookingsummit.com hq@directbookingsummit.com

3 Why you should make the Direct Booking Summit your #1 event of the year The topics you are 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 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. A closed-door event 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. Something for everyone 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. Hosts that truly care 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.

4 Speakers Calvin Anderson Chief of Revenue Optimization RLH Corporation Melinda Berman Global ecommerce Manager Four Seasons Hotels and Resorts Bill Ramsey Senior Director Mobile & Emerging Channels Choice Hotels International Paolo Torchio VP, Digital & ecommerce Two Roads Hospitality Gil Harel Head of Strategic Partnerships Hotels & Content Skyscanner Dan Towvim Sr. Director, ecommerce & Digital Marketing Sonesta Adrian Hands Senior Director Key Accounts EMEA TripAdvisor Marissa Brady Director of Hotel Direct Digital Marketing The Leading Hotels of the World Jay Hubbs Senior Vice President of ecommerce & Digital Marketing Remington Hotels

5 Speakers Melissa Conn Corporate Director of ecommerce & Public Relations Paramount Hospitality Management Bernard Tan Vice President, Revenue & Distribution Management VRI Americas James Gancos CEO & Founder Guestbook Rewards Inc. Nicholas Ward President & Co-founder Koddi Jeff David Managing Director The Watergate Hotel Alan Gonzalez Group Director of ecommerce & Distribution Warwick Hotels and Resorts Lana Nasyrov Director of Revenue Management The Hotel At The University Of Maryland Ryan MacDonald Director of Revenue Management & ecommerce Palm Holdings Cady Wolf VP Strategic Accounts Sojern

6 Speakers Charlie Osmond Chief Tease Triptease Loren Gray Founder & CEO Hospitality Digital Marketing RJ Frielander Founder & CEO ReviewPro Justyn Hornor Senior Product Manager Fortune 250 Hotel Philipp Stelzer Head of Sales HQ plus Johnathan Capps Vice President of Revenue Charlestowne Hotels Ben Weiss Digital Lead for Travel & Hospitality Stackla Terence Sham Head of Revenue Ace Hotel Brad Brewer CEO & Founder Brewer Digital Marketing

7 Speakers Amber Mayer Vice President of Product Navis Gary Hawkins VP of Revenue Management Sydell Group Andrei Faji Director of Marketing & Customer Experience WayBlazer Alasdair Snow Co-founder & Chief Product Officer Triptease Sanovnik Destang Executive Director Bay Garden Resorts Heather Strout Director of Revenue Management Kennebunkport Resort Collection Jim Rozell Founder & CEO Hotel Compete Trey Yost VP of Sales - Americas SiteMinder Christopher Biondo Director of Distribution & Product Development Standard International

8 Speakers Kelsey Miller Corporate Director of Digital Marketing Woodside Hotel Group Carlos Aquino VP Sales & Business Development Tafer Hotels and Resorts

9 Wednesday, October 3rd 08:00 Registration 1. Sign yourself in with a member of Triptease team (you will need to do this on both days of the event) 2. Pick up your name badge 3. Get your complimentary Direct Booking Summit goodie bag Please arrive in a good time to register yourself. 08:40 Welcome speech Charlie Osmond, Chief Tease, Triptease Distribution in focus 09:00 Keynote: Address the exponentials of the modern consumer s conversion paths Explore the complexities of the current commercial segmentation Avoid the dangers of siloed sales Discover the new ways to organize and manage marketing, distribution and revenue Embrace big data Learn the key principals that will serve as the guiding lights to a profitable customer acquisition strategy Calvin Anderson, Chief of Revenue Optimization, RLH Corporation 09:30 Panel Discussion: Unlock the potential of every acquisition channel Connect the dots and understand your direct guests better Identify user propensity across all channels Identify user preferences and maximize your revenue Create a culture of relentless testing use OTAs to your advantage Moderator: Loren Gray, Founder and CEO, Hospitality Digital Marketing Panellists: Dan Towvim, Senior Director, ecommerce, Sonesta Sanovnik Destang, Executive Director, Bay Gardens Resorts Ryan MacDonald, Director of Revenue Management & ecommerce, Palm Holdings Kelsey Miller, Corporate Director of Digital Marketing, Woodside Hotel Group 10:10 Develop a competitive set analysis Think like your guest Yield more revenue Where in the funnel should you start protecting your assets? Jim Rozell, Founder and CEO, Hotel Compete

10 10:30 Panel Discussion: 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 How much is too much when allocating your meta budget? Panellists: Nicholas Ward, President and Co-Founder, Koddi Adrian Hands, Senior Director Key Accounts EMEA and Americas, TripAdvisor Jay Hubbs, Senior Vice President of ecommerce, Remington Hotels Gil Harel, Head of Strategic Partnerships Hotels & Content, Skyscanner 11:10 Coffee break 11:30 Panel Discussion: The state of the hotel-ota relationship What s the ideal agreement between a hotel and an OTA? Three approaches to negotiations When to prioritize direct distribution The long road to transparency in distribution Panellists: James Gancos, CEO & Founder, Guestbook Rewards Inc. Bernard Tan, Vice President Revenue and Distribution Management, VRI Americas Johnathan Capps, Vice President of Revenue, Charlestowne Hotels Alan Gonzalez, Group Director of ecommerce & Distribution, Warwick Hotels and Resorts Marketing in focus 12:10 Head to Head: Views from the C-suite John M. Scott, Chairman of A&O Hotels and Hostels, Former CEO, Belmond Hotels and Rosewood Hotels 12:40 Lunch break 13:00-13:30 Lunch & Learn Workshop: Driving direct bookings with a real traveler content Leverage social proof to drive buyers through the booking journey Fuel personalized content experiences at scale Drive customer loyalty and repeat direct bookings with timely outreach Ben Weiss, Digital Lead for Travel & Hospitality, Stackla This will be run as a lunchtime workshop in a separate room. Sign up to confirm your attendance via the app. 14:10 Panel Discussion: Improve the relationship between your Marketing, Digital and Revenue teams Remove silos and centralizing operations Put direct bookings at the heart of your commercial strategy Move from revenue management to measuring results across the business Create a toolkit to drive incremental revenue Panellists: Paolo Torchio, VP Digital & ecommerce, Two Roads Hospitality Cady Wolf, VP Strategic Accounts, Sojern Terence Sham, Head of Revenue, Ace Hotel Group Melissa Conn, Corporate Director of ecommerce & Public Relations, Paramount Hospitality Management

11 14:50 Beyond marketing: The need-to-know of Customer Relationship Management Key components of an effective hospitality CRM system How a CRM can align your revenue teams Successful CRM strategies that impact revenue and guest experience (and how to implement them at your hotel) Amber Mayer, Vice President of Product, NAVIS 15:10 Panel Discussion: How can an independent hotel compete against large chains? Know your USP: Why do guests choose your hotel? Dissect your hotel DNA and develop 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 Moderator: Marissa Brady, Director of Hotel Direct Digital Marketing, The Leading Hotels of the World Panellists: Trey Yost, VP of Sales Americas, SiteMinder Jeff David, Managing Director, The Watergate Hotel Gary Hawkins, VP of Revenue Management, Sydell Group Carlos Aquino, VP Sales and Business Development, Tafer Hotels and Resorts 15:50 Coffee break Technology in focus 16:10 Hospitality begins online The ultimate weapon for direct bookings Build an emotional connection with guests Track what matters Charlie Osmond, Chief Tease, Triptease 16:40 Keynote: Explore emerging digital channels How does your digital experience work to drive guest along the journey? Understand human behaviour to deliver a great hospitality experience through technology Importance of the primary data to build the right solution What does it take to innovate? Bill Ramsey, Senior Director Mobile and Emerging Channels, Choice Hotels International 17:00 Panel Discussion: Bot vs. Human: Which chat is right for my hotel? To automate or not to automate? The merits of bot vs. human Use chat to super-power direct bookings Best practices to communicate with your guests online Moderator: Andrei Faji, Director of Marketing and Customer Experience, Wayblazer Panellists: Heather Strout, Director of Revenue Management, Kennebunkport Resort Collection Melinda Berman, Manager ecommerce, Four Seasons 17:40 Chairman s closing remarks 17:50 End of day one

12 Learn by day, party by night! Not to be missed: our legendary party will go off with a bang!

13 Thursday, October 4th 10:00 Registration Clinics are practical, hands-on workshops designed to get you thinking about the 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. 10:30 Clinic A Align your physical and digital customer journeys Map the physical journey and incorporate digital at every stage How to humanize digital interactions Which digital experiences do customers really value? Brad Brewer, CEO and Founder, Brewer Digital Marketing Clinic B Collect, analyze and act on guest feedback to increase guest satisfaction and direct bookings Use guest sentiment to prioritize operational and service improvements to increase guest satisfaction Manage priorities: how to push for high rankings and turn guest insight into action Collect guest feedback from all relevant channels RJ Frielander, Founder & CEO, ReviewPro 11:30 Improve 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 your website Alasdair Snow, Co-Founder & Chief Product Officer, Triptease

14 12:10 Panel Discussion: Booking engines 2018 trends and updates What are the minimum standards for a booking engine in 2018? What key characteristics should hotels be looking for in a booking engine? Which features enhance and detract from the booking experience? Is your booking engine working hard enough: How to maximize conversion on your site Moderator: Christopher Biondo, Director of Distribution & Product Development, Standard International Panellists: Bernard Tan, Vice President Revenue and Distribution Management, VRI Americas Lana Nasyrov, Director of Revenue Management, The Hotel at The University of Maryland Johnathan Capps, Vice President of Revenue, Charlestowne Hotels Melinda Berman, Manager ecommerce, Four Seasons Justyn Hornor, Senior Product Manager, Fortune 250 Hotel 12:50 Lunch break 14:00 Clinic A Collect, analyze and act on guest feedback to increase guest satisfaction and direct bookings Use guest sentiment to prioritize operational and service improvements to increase guest satisfaction Manage priorities: how to push for high rankings and turn guest insight into action Collect guest feedback from all relevant channels RJ Frielander, Founder & CEO, ReviewPro Clinic B Make data driven decisions How to recapture and process data? Execute digital product analytics Analyze real time data Look into A/B testing Justyn Hornor, Senior Product Manager, Fortune 250 Hotel 15:00 Chairman s closing remarks Charlie Osmond, Chief Tease, Triptease 15:10 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.

15 Sponsors Navis is the #1 reservation sales and marketing platform to empower your team s performance and increase your revenue. Our Revenue Performance Platform transforms hospitality teams into revenue makers, enabling them to drive, capture and convert more profitable direct bookings. We deliver actionable guest insights so your teams can seamlessly sell and market together. The result is always a dramatic increase in direct sales and profit. We guarantee it. Because we believe technology should make you money, not cost you money. NAVIS, founded in 1987 is a privately held company with headquarters in Bend, Oregon and satellite offices across the country. To learn more visit www. thenavisway.com Brewer Digital Marketing provides a robust Content Management System and Hotel Web Marketing Web Platform. The system is focused on increasing a hotel s visibility in Mobile Search, Social, , and Voice Search by leveraging Structured Markup. In addition,our patent-pending Schema Adapter software can adapt an existing hospitality website with a single line of code, generating Structured Markup and powering Rich Results for major brands and independent hotels alike. Structured Markup is now a key component of Google s algorithm, and it is crucial for surfacing your hotel s information in Mobile and Voice Search. Visit our website to learn how to generate rich results for your property or brand: www. brewerdigitalmarketing.com. 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, charitable donation, or 10% to use towards future stays at over 600 fantastic hotels. The Guestbook s founders are hoteliers who understand the complicated relationship between hotels and OTAs and 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. 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 multichannel 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. HQ plus is the pioneer of Europe s Revenue Intelligence revolution. Since its foundation in 2012, the company has successfully brought forward cuttingedge 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 decisionaiding 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. Stackla is the world s smartest visual content engine for travel and hospitality brands, helping modern marketers discover, manage and display the best earned and owned content across all their marketing touchpoints - boosting engagement, strengthening trust and increasing direct bookings. With an AI-powered usergenerated content (UGC) platform and asset manager, Stackla sits at the core of the marketing stack, enabling brands to build a rich library of high performing visual content by actively discovering, recommending and rights managing content from across the social web to fuel personalized content experiences at scale. Stackla is trusted by 450+ brands around the world, including Marriott, The Leading Hotels of the World, Outrigger Hotels, Wyndham Vacation Resorts and Shangri-La Hotels & Resorts. Visit

16 SiteMinder is the leading cloud platform for hotels, offering awardwinning 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 realtime 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. Koddi is a cloud/software-as-a-service (SaaS) provider of marketing technology for advertisers in the travel industry. Our partners leverage the Koddi platform and its fully automated and customizable reporting features to manage marketing investment for hundreds of thousands of hotel properties globally. More than 215,000 hotels have gone live with Koddi, powering more than $10 billion in revenue, while averaging a 35% return on investment increase and a 41% increase in bookings. Based in Fort Worth, Texas, Koddi has offices in New York, Ann Arbor and Düsseldorf. ReviewPro is the leading provider of Guest Intelligence solutions to over 35,000 hotels worldwide. ReviewPro s Global Review IndexTM (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 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. WayBlazer is a B2B AI recommendation engine that enables brands to deliver contextually relevant, personalized product recommendations as well as dialogue-driven search experiences in emerging channels to increase online engagement and conversion. The omnichannel engine (voice, messaging, and interactive advertising) is powered by WayBlazer s proprietary travel graph, which uses artificial intelligence to learn about tens of millions of travel products and thousands of global destinations. It ingests and extracts useful information from descriptions, reviews, blogs, images, and videos to develop a frame of travel intelligence that s used to power relevant recommendations for every traveler based on their trip intent. By using machine learning models, the travel graph gets smarter with every user session. The result is a recommendation engine that understands travel like an expert would; factoring context and search intent. Springer-Miller Systems is an innovator of technology systems for the world s most exclusive hotels, resorts and spas. The SMS Host Property Management System offers a complete set of fullyintegrated modules enabling complex resorts to provide highly personalized guest service from front office to food & beverage to spa to the golf course and more. Springer-Miller s SpaSoft provides a dynamic spa and activities management solution used in more than 65% of the world s Forbes Five Star Spas. Avvio is a leading technology company, partnering with hotels and other accommodation providers. Founded in 2002, Avvio has grown year-on-year by developing cutting-edge technologies that enable hotels to drive outstanding growth in direct bookings, while reducing their dependence on online travel agency channels. In October 2017 Avvio launched Allora, and became the first company in the world to provide the hospitality industry with a booking engine driven by artificial intelligence. We partner with over 450 accommodation providers worldwide including the UK, Ireland, Europe and North America. Some of our partners include Classic British Hotels, Pure Salt Luxury Hotels and Cheval Residences. If you re looking to grow your direct bookings, upgrade your website or extend your reach, speak to Avvio about our in-house design and digital marketing agencies, providing bestin-class website design and digital advertising services. Our digital team has achieved Premier Partner status with Google for search, display, video and mobile advertising.

17 Media partners A progressive and innovative digital business, ehotelier provides continuous and invaluable professional development to industry professionals through online learning, career development, reference materials and collaboration. 4Hoteliers was launched by a group of hoteliers and industry consultants who had been searching for a quality industry website where one could source information, search for articles and investigate trends, as well as to meet others to exchange ideas and thoughts. Respected, and now the absolute leader and trendsetter in the segment, Hospitality Net serves a worldwide audience of hospitality professionals with up-to-themoment industry intelligence, market reports, viewpoints, key industry blogs, and an exhaustive calendar of industry events. HotelExecutive is the hotel industry s leading online business resource for hotel owners and operators, including senior executives, directors, managers, investors and developers. Travel Daily Media is a leading global B2B digital publisher with marketing platforms across Asia, UK, USA, Middle East, China and India. Founded in 2006, we offer a great selection of multi-media options including our HTML e-newsletters, PDF s, Website, Electronic Direct Mails, Digital Guides and Feature articles. Hotel News Now is the definitive online news resource for the global hotel industry. In addition to our breaking news coverage, Hotel News Now provides in-depth analysis that leverages our access to STR data with our knowledge of the latest industry trends, providing decision makers. TTG Media delivers authoritative news and educational features in a weekly magazine in the UK & Ireland, and also offers a range of face-to-face training events, a news-led website, a community for luxury travel professionals, an annual travel awards, bespoke marketing campaigns, jobs, and much much more. Hotel-Online.com is the premier daily and news site for the hospitality industry, providing industry leaders with the latest and most relevant global news, trends, products and services.

18 Who will be there?

19 Pricing & Discounts Hoteliers and accommodation providers only $ 500 $ 350 $ 400 $ 300 Vendors and others $ 1800 $ 1300 $ 1600 $ ways to register hq@directbookingsummit.com

20 Venue The Statler Dallas, Curio Collection by Hilton 1914 Commerce St, Dallas, TX 75201, USA Accommodation King Room $239 Arrival Date: 02-Oct-2018 Departure Date: 04-Oct-2018 Book direct Call: Kolt Munoz, Reservations Coordinator, Book online:

21 Enjoy your stay in Dallas! 1 The Statler Dallas, Curio Collection by Hilton Our incredible venue is on 1914 Commerce Street, right in the heart of the city. 2 The Sixth Floor Museum at Dealey Plaza The Museum, located within the former Texas School Book Depository building on 411 Elm Street, chronicles the assassination of President John F. Kennedy 3 Dallas Arts District In the neighborhood you can find a vivid Dallas Arts Disctrict comprised of museums, performance halls, offices, restaurants and churches. 4 Dallas Heritage Village Located in historic Old City Park, the Village collects, preserves, and teaches the history of Dallas and North Central Texas. 5 Pioneer Plaza A large public park located in the Convention Center District features native plants and trees, a beautiful stream and stunning bronze statues of cattle and cowboys!

22 February 27-28, 2019 Singapore Direct Booking Summit: APAC After three successful years in the Americas and Europe, we can t wait to bring the Direct Booking Summit to the APAC region. We are currently researching the best topics and speakers, so stay tuned for exciting announcements! More detailed information and tickets available at hq@directbookingsummit.com events@triptease.com