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HSMAI Europe 3rd Annual Digital Marketing Conference 2014

October 10, 2014 Conferences No Comments Email Email

World Travel Market 2014, the leading global event for the travel industry, is hosting the Hospitality Sales & Marketing Association International’s (HSMAI) Europe Digital Marketing Conference as part of its program on Thursday 6 November.

The HSMAI Europe 3rd Annual Digital Marketing Conference attracts senior executives from the travel and hospitality industry. The full-day conference will take place in South Gallery Rooms 23-26.

Moderator for the day: Erik Munoz, HSMAI Europe Advisor.

Moderator for the day: Erik Munoz, HSMAI Europe Advisor.

Content for the day will cover web analytics, improving direct conversions and metasearch.

See our updated program and prices here and also below.

HSMAI Europe, President Ingunn Hofseth said: “We are very excited to partner with World Travel Market, one of the most important exhibitions for many of our members in the hotel and travel industry.”

World Travel Market, Senior Director, Simon Press said: “I am delighted WTM is hosting the HSMAI Europe’s Digital Marketing Conference. The event tops off a jam-packed final day for WTM”



Arrival and registration




“The Future of Digital Marketing”

Terri Scriven
Industry Head Travel, Google


“Effectively managing digital marketing budgets in order to secure the best ROI”

Effectively managing & measuring digital marketing spend – with marketing budgets increasingly moving towards digital, understanding how much to spend and where you are getting value for money is more important than ever.

In this talk, Sam & Chris from Occupancy Marketing shall go through how to determine whether you are setting the right budget for online marketing, which channels to consider utilising dependant on your needs, and how to then measure whether your marketing is performing well and generating a return on investment. This shall also include a look at Attribution Modelling and how this can be applied to different marketing channels for a clearer reflection of their impact on your business.

Sam Weston
Senior Accountant Manager, Occupancy Marketing

Chris McGuire
Operations Director, Occupancy Marketing


Coffee break and networking


Panel discussion

“Metasearch – Online travel game changer, or a new step in customer ownership?”

We explore the role that Metasearch sites from Google, TripAdvisor, Trivago, Skyscanner, and many others play in online travel and how this will impact share shift between hotels and new types of short-term accommodation, customer acquisition, customer ownership and future revenue strategies. Representatives from the major Metasearch players discuss the future challenges and opportunities.

Main Topics:

• Acquisition Costs, CPC

• Technology Integration

• Consumer behavior

Nikhil Gupta
Director of Hotels and Car Hire, Skyscanner

Daniel Holl
Global Sales, trivago GmbH

Maud Larpent
Director, Direct Connect Development, TripAdvisor

Terri Scriven
Industry Head Travel, Google

Riko van Santen
Vice President Digital Strategy & Distribution, Kempinski Hotels S.A.

Moderated by Ullrich Kastner
CEO, Myhotelshop


Lunch and networking

Lunch at the Boulevard Bar&Grill and possibility to visit WTM


Roundtable discussions – Concurrent sessions led by specialists in their field. Three 25-minute sessions. Session 1. Choose from:

Option 1

”Responsive design and workflow has been hailed as the future of web development.”

This requires an understanding that the diversity of screen sizes and devices require a new way of interpreting content along with new methods of collaboration. But it’s important to remember that there are limits to what responsive design can achieve on its own.

This session will provide multiple perspectives, based on real-world experiences in hospitality, on what responsive design can do, what its limitations are, and what its future might hold.

Niklas Schlappkohl
Director, eCommerce, The Carlson Rezidor Hotel Group

Option 2

”Review and Reputation Management”

The rapidly increasing trend of travellers to consider reviews as part of their booking decision has quickly changed consumer habits in the hotel industry. This means that review management is a core function of a hotel’s management and marketing strategies.

Guest reviews act as both positive and negative multipliers for a hotel. It’s for this reason that he want to empower hoteliers and decision makers by giving them the insights necessary to actively use and manage guest reviews. He will cover why guest feedback is important and how to constructively respond to it.

Torsten Sabel
Chief Operating Officer, Customer Alliance R.J. Friedlander CEO, ReviewPro

Option 3

”How guests feedback should dictate operational processes and marketing strategy.”

Séverine Obertelli will open a discussion on the opportunities arising from collecting and using guests feedback and ratings to drive quality and operational processes across broader hospitality organizations: hotels, serviced apartments and vacation rentals. In particular:

• The role of customer feedback, either via social media, independent sites or internal reviews, in driving quality across an organization

• The value of complaints; threat or marketing opportunity?

• Using feedback to continuously improve services and enhance overall brand – image of the company, employees loyalty, guests but also wider community

Séverine Obertelli
Head of Sales & Marketing, Europe, Maxxton

Option 4

“Communicate better with your guests and drive increased revenue with Mobile technologies”

Mews Systems is a technology company trying to redefine the customer journey. Combining a powerful Cloud-based Property Management System (the Mews Commander) with a guest-facing concierge application (the Mews Navigator), as well as a host of other application which make it easy to manage both your property and the relationship you have with your guests.

Richard Valtr
Founder and Chief of Product, Mews Systems


Roundtable discussions, session 2. Choose your second option.


Coffee break and networking


Roundtable discussions, session 3. Choose your third option.


“Best practices in online success measurements – It’s time to challenge the metrics.”

The current use of Analytics and online metrics such as visits and “conversion rate” does not live up to the demands of today, where a person-centric understanding of peoples behaviour is needed. With better data infrastructures and cloud data comes a possibility to significantly change the way data is used to make decisions.

In this inspirational talk, Kristoffer will focus on the possibilities now available to us – better metrics for success measurement, better understanding of the why (not just the what), and examples of what data modelling can do in the hospitality sector. Kristoffer will use (anonymised) examples from hotel and airline industry to share the inspiration.

Kristoffer Ewald
Group Director Digital Intelligence & Analytics DNA by NetBooster and Group Management


“Analytics Best Practices”

A common complaint among digital marketers is that analysts provide data, but not insights. Today’s analytics tools give us the ability to track detailed actions of our customer on our websites and across a wide range of devices. With so much data available, how can an analyst find the story in the data?

This presentation will provide tips for how to tell stories with data. Whether you are an analyst who provides data and insights to your organizations, or if you are a marketer who needs to rely on data to effectively run your business, this presentation will give you valuable insights into how you can use data to understand the story about your company’s performance and your customers’ behavior.

David Nelson
Global Practice Lead, Digital Analytics, eClerx Digital


Closing of conference


HSMAI member: EUR 165 
including lunch, snacks and drinks.
Non-member: EUR 210 including lunch, snacks and drinks.

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