Education

In 2020 we’ll address new developments in marketers’ efforts – online and off – to connect with, track, and influence consumers throughout all phases of their travel.

At the end of the day, you’ll walk away with specific, practical recommendations to sharpen your action plan and thought-provoking, challenging ideas to guide your strategies – all aimed at increasing revenue, driving direct bookings, and taking the agony out of marketing in a digital world.

Attendees receive credit for 8 hours of continuing education for CRME and CHDM certification and re-certification. Additional hours can be earned by participating in pre-conference learning.

Wednesday, January 22, 2020

Jonah Berger, 2020 Marketing Strategy Conference keynote speakerJonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and bestselling author of Invisible Influence: The Hidden Forces that Shape Behavior and Contagious: Why Things Catch On. Dr. Berger has spent over 15 years studying how social influence works and how it drives products and ideas to catch on. He will share insights and expertise that hotel marketers can leverage to drive revenue and engage guests – before, during, and after their stays.

 

 

2020 Lightning Round

It’s an HSMAI tradition: marketing executives will share their best practices, strategic insights, and big ideas for driving revenue and profit…in 6 minutes and 40 seconds each.

You’ll leave with best practices and practical takeaways that you can use to sharpen your every-day skills and boost property performance, as well as strategic insights that broaden your perspective and help you better understand key issues and concepts that impact the strategic and leadership aspects of the marketing discipline.

Presenters and topics will include:

  • Marketing in a Zero Click World | Tammie Carlisle, Head of Hospitality, Milestone Inc., and an “HSMAI Top 25 Extraordinary Mind” for 2019
  • Influencing the Customer Journey on TripAdvisor | Charlie Ballard, Global Director, Strategic Insights, TripAdvisor
  • AI & Machine Learning for Business Leaders | Dr. Kelly McGuire, Principal, McRevenue
  • Thinking Differently for Marketers: What If We Cross X With Y? | Kristi Goshow, CMO, Preferred Hotels & Resorts, and an “HSMAI Top 25 Extraordinary Mind” for 2019
  • Generation Alpha & Family Travel: Trends & Insights for Hotel Marketers | Derek Price, Director, North America, Expedia Group Media Solutions, and an “HSMAI Top 25 Extraordinary Mind” for 2019
  • Crisis Communications Lessons Learned from Hurricane Michael | Jayna Leach, Vice President of Marketing, Visit Panama City Beach, and an “HSMAI Top 25 Extraordinary Mind” for 2019

Developing a Courageous Brand:  Ryan Berman, Southern California creative, agency founder, and author, devoted three years to interviewing many of the most courageous leaders on the planet – from Astronauts and Navy Seals to Tornado Chasers and bullish CEO’s. He will share how any business, being, or brand can earn a ‘Return on Courage,’ and will give you a playbook to overcome the status quo, stand out from your competitors, and realize your true potential.

 

 

Thriving in a Sluggish Year: Finding Opportunities Despite a Tepid Economic Outlook

Hoteliers and business leaders must navigate a challenging year ahead defined by lackluster economic growth. Businesses are restricting investment as trade wars worsen and massive uncertainties abound. But consumers continue to show resilience and offer hope in a gloomy year.Understanding how consumers and businesses are responding will make smarter and help you make confident decisions in the year ahead.

Dr. Shawn DuBravac will help you decipher the near-term economic and geopolitical forces that will define the year ahead. You’ll gain an understanding of how future events may impact the business environment and what long-term structural forces are quietly influencing our world.

Wednesday, January 22, 2020

Choose from 12 breakout sessions throughout the day.

11:15 am – 12:00 pm

Disrupting Attribution: A New Look at Measurement

The push for accurate measurement and attribution is growing across all industries, and hospitality is no exception. But understanding consumer response within a fragmented cross-channel journey is remarkably complex. How should marketers be thinking about attribution in the modern age?

In this session, Kristin Moody, Associate Vice President of Analytic Partners, will guide attendees through a breakdown of multi-touch attribution and marketing mix modeling, what differentiates the two, and why the path to accurate measurement doesn’t lie in traditional attribution thinking. Attendees will learn about new measurement methodologies while gaining real-world insights through a case study and discussion. Ultimately, they will leave with a better understanding of how to apply different measurement methodologies for success.

  • Kristin Moody, Associate Vice President, Analytic Partners

The Evolving Loyalty Landscape

With consolidation, big brand loyalty programs are getting bigger, while smaller brands and independents are trying different approaches. Member rates have become an integral part of loyalty programs, “experiential” has become the new buzzword, and generational shifts require new approaches. What is the future of loyalty programs? This panel will dive into these critical issues and more.

  • David Flueck, SVP, Global Loyalty, Marriott International
  • Mark Molinari, Vice President of Strategic Initiatives & Marketing Programs, Las Vegas Sands
  • Flo Lugli, Executive Chairman, Global Hotel Alliance
  • James Gancos, CEO & Founder, The Guestbook
  • Moderated by Dr. Lalia Rach, Founder, Rach Enterprises

Anticipate Travelers’ Needs

Did you know that booking decisions are based on deeper needs beyond price? This session will share new research on how travelers make decisions, and recommendations on how to improve your hotel’s exposure to them on Google in 2020.

  • Tony Schirripa, Head of Google Travel Ads, Americas, Google
  • Chrissy DiNicola, Product Specialist, Google Travel Ads, Americas, Google

12:15 – 1:00 pm

Consumer 2020 – Emerging Trends to Maximize Customer Engagement and Loyalty

Consumers have no shortage of options when engaging with their hospitality choices. In a consumer landscape that is constantly evolving, it is critical to understand your customers and clearly communicate your offerings. As all industries develop new customer experiences, there are opportunities and challenges to address customer needs and expectations by a multi-generation customer base.

This session will identify the latest trends driving consumer choice, engagement, and loyalty to your business. Key themes will include market trends, the demand for immediacy, and the movement toward visualization and personalization of consumer products and services.

You’ll leave:

  • Knowing how to create content that will resonate with consumers in the digital age.
  • Understanding how to manage product development, marketing approaches, and delivery of information to a multi-generational and diverse set of customers.
  • With insights into principles for building loyalty among your customers.
  • Michael Marx, Senior Director, Visa Inc. Research and Insights

Mythbusting Your Metasearch

Whether you are looking to leverage metasearch to shift channels or market share, one common challenge faces all hotel marketers: keeping up with the new and ever-evolving metasearch products and tools. This session will explore several widespread misconceptions about metasearch and provide time-proven tips on how to overcome them. We will look at the nuances of various metasearch channels, consumer perceptions, positioning, ROAS, and more – and tackle the 7 Myths of the Meta-Verse. You’ll walk away with KPIs to consider as well as crucial insights for better planning and budgeting that you can incorporate into your marketing strategy.

At the end of this session, you will know how to:
– Compete with OTAs within Meta
– Overcome challenges involved with actively participating in meta
– Optimize campaigns to reach your target audience

  • Dean Schmit, Director, Strategic Accounts, DerbySoft (formerly Senior Manager, Acct Mgmt and Metasearch Optimization, Wyndham Hotel Group)

Today’s PR: Substance OVER style?

A dynamic panel of PR experts discuss and debate the strides made in the travel industry around key current affairs issues that include diversity and inclusion, sustainability balanced with stimulating business. Insights will also be shared on PR campaigns that inspire travel, handling crises/the value of corporate reputation and PR trends to look out for in 2020.

  • James Boyd, VP, Public Relations – Americas, Singapore Airlines
  • Sarah Evans, Partner, J Public Relations
  • Chris Heywood, Executive Vice President, Global Communications, NYC&Co
  • Moderated by Regina Lewis, Consumer Advisor & National Media Contributor

2:45 – 3:30 pm

Mind the Gap: Closing the divide between marketing & revenue management

Is there misalignment, friction, or tension between your teams? If so, know that this condition is afflicting hotels and hotel companies of all sizes.

If you can bridge that divide, the results will be an integrated, agile, cross-discipline team collaboratively creating comprehensive strategies that drive direct bookings and maximize profitability.

This session will help you get there — addressing the issues that often create the divide and identifying actionable best practices and strategies that can effectively and efficiently close the gap.

  • Dan Wacksman, CHDM, Principal, Sassato, and chair of HSMAI’s Marketing Advisory Board

What Your Competitors are Doing: Loyalty & Personalization Trends in Hospitality

There is a lot of hype around personalization and innovative loyalty programs in the hotel space, but who is really ahead of the curve?

Learn about the emerging trends in loyalty, marketing, and personalization along with tactical ideas to inject some of this innovation into your own strategies.

  • Bryan Estep, Chief Revenue Officer, iSeatz

COLLABORATE: Deep Dive Discussions on Strategic Issues

Industry experts and well-known keynoters offer lots of takeaways and insights, but HSMAI also believes that it is important to make time to allow attendees to learn from one another. This portion of the program will spark attendee conversation, engagement, and peer-to-peer learning, taking advantage of the collective brain power at the Marketing Strategy Conference.

It will be an open exchange of ideas, experiences, and insights that leverages the talent in the room, and leaves you with new connections and knowledge that you can use to immediately impact your business.

Topics on deck to date are:

  • Managing rate parity and meta
  • Finding targeted/niche earned media opportunities
  • Budgeting for maximum impact – where are the best places to put limited dollars?
  • Being an internal influencer across disciplines
  • Attribution modeling for full-funnel media strategies
  • Finding and keeping good talent

Have a topic you want to make sure is covered? Let us know!


3:45 – 4:30 pm

Visibility or Value?

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and the public. A great PR professional will analyze an organization, find the positive messages, and translate those messages into positive stories. When news is bad, they can formulate responses to mitigate the damage.

Learn when your PR efforts and investment should be viewed as a business driver and when they should be viewed as an awareness vehicle.

  • Allison Sitch, Vice President, Public Relations, The Americas, Marriott International, and member of HSMAI’s Marketing Advisory Board

Digital Marketing for BRANDED Hotels: What the Brand Doesn’t Do

The big brands do some digital marketing at the brand level, but they don’t do everything. Once you understand where enterprise level marketing stops, you can start marketing your individual hotel(s) against the comp set.

This session will review the digital marketing “gaps” that a hotel needs to fill – and the resources available to fill them – in order to increase online exposure. Whether it is an existing asset, an openings, or a conversion, you’ll leaving understanding:
• The paid marketing campaigns that can be run for branded hotels
• What backend systems the brands use to distribute information
• What you need to know about content and imagery within the brand’s content management system
• How to leverage established brand opportunities for your hotel

    • Stephanie Smith, Founder & Digital Matriarch, Cogwheel Marketing

How to Break Through on Facebook in 2020

Are you trying to reach more customers more meaningfully through Facebook? If so, this session will help you design and refine your strategies for breaking through in 2020.

The session will address the machine learning and auction dynamics at play in Facebook today, highlight the opportunities for leveraging branded content, review the current state of influencers, and identify best practices for mobile creative. We’ll wrap up with an interactive “Stories School” to teach some of the best tricks you can use on Instagram stories. Please come with your phone charged and the latest version of the Instagram app.

  • Kirstin Frazell, Industry Manager, Travel, Facebook, and member of HSMAI’s Marketing Advisory Board
  • Nico Fox, Client Solutions Manager, Facebook

Tuesday, January 21, 2020

Certified Hospitality Digital Marketer logoCHDM Review Course

This four-hour workshop will review the key components of the Certified Hospitality Digital Marketer (CHDM) certification materials, and is a great final “cram session” before you take the exam. Participants have the opportunity to take the CHDM exam on site immediately following the review course if they have submitted their application in advance.

Space is limited, and an additional registration fee is required.

Learn more about the course — and how to take the exam on site.

Reserve your seat when you register for the Marketing Strategy Conference.

If you are not attending the Marketing Strategy Conference, you may register for this program on its own.

Facilitated by Holly Zoba, CHDM, VP, Technology Resources, Hospitality Digital Marketing, and past chair of HSMAI’s Marketing Advisory Board

Tuesday, January 21, 2020 | 1:30–4:30 pm

These workshops are included in your conference registration and help you make the most of your travel to New York! Each session is designed and sponsored by the designated partner company. Reserve your seat via the conference registration form.

Choose from 9 sessions throughout the afternoon.

1:30 – 2:20 pm

  1. Unveiling the Rule of 7+: Unlock 62% More Hotel Revenue  | Brought to you by GitGo: Amy Infante, CEO of GitGo, will share revealing B2B customer insights gleaned from voice-of-the-customer research. These were discovered through over 46,000 hours of conversations with hotel guest room and meeting space buyers. The implications of these insights are far reaching for marketers and sales leaders, changing the way we approach proactive business development in a holistic manner. Amy will share strategies and tactics that greatly impact conversion of more B2B revenue from small- and medium-size companies. This session also covers how marketing and sales can converge to get the best results both on- and above-property.
  2. Paid Marketing: How meta search impacts your paid marketing channel mix | Brought to you by Milestone:  The customer journey continues to become more complex with more channels such as meta-search taking a significant volume of traffic. How do you make sure you are not only spending on the right channels, but optimizing your campaigns based on data about your audiences. In this session, learn how to get the most out of your digital media mix and drive maximum impact for your hotel.
  3. TripAdvisor at 20: Checking in with the World’s Largest Travel Platform at its 20th year | Brought to you by DerbySoft: TripAdvisor will share recent updates along with a sneak preview for future plans. A strong emphasis will be on what’s new with TripAdvisor’s marketing offerings including Meta, Business Advantage, Sponsored Placements and Display.

2:30 – 3:20 pm

  1. Unveiling the Rule of 7+: Unlock 62% More Hotel Revenue  | Brought to you by GitGo: Amy Infante, CEO of GitGo, will share revealing B2B customer insights gleaned from voice-of-the-customer research. These were discovered through over 46,000 hours of conversations with hotel guest room and meeting space buyers. The implications of these insights are far reaching for marketers and sales leaders, changing the way we approach proactive business development in a holistic manner. Amy will share strategies and tactics that greatly impact conversion of more B2B revenue from small- and medium-size companies. This session also covers how marketing and sales can converge to get the best results both on- and above-property.
  2. Legally Sound! Do the buzz words ADA, CCPA, GDPR baffle you, worry you, or both? | Brought to you by Milestone: Find out steps to make sure your website is ADA conforming. What standard should you be following and how do you make sure to stay in compliance. Worried about CCPA (California Consumer Privacy Act) compliance and GDPR? You should be starting Jan. 1st this year. In this session, we will cover steps to ensure your websites are conforming to the latest legal guidelines.
  3. To Google and Beyond: What’s Next for Hotels within the Google Space | Brought to you by DerbySoft: Google has become one of the most important channels in a hotel’s marketing strategy and influences the current state of digital marketing. Cliff Galitz, Partner Development Manager for Google, will run this session and give special insights into the world of Google with updates in the Google Travel ecosystem, trends that shape Google’s search product development and discuss the current Hotel Ads features and evolution to the Google Ads platform. This session will also explore best practices for representing hotels on Google, including Google My Business (GMB) page.

3:30 – 4:20 pm

  1. Unveiling the Rule of 7+: Unlock 62% More Hotel Revenue  | Brought to you by GitGo: Amy Infante, CEO of GitGo, will share revealing B2B customer insights gleaned from voice-of-the-customer research. These were discovered through over 46,000 hours of conversations with hotel guest room and meeting space buyers. The implications of these insights are far reaching for marketers and sales leaders, changing the way we approach proactive business development in a holistic manner. Amy will share strategies and tactics that greatly impact conversion of more B2B revenue from small- and medium-size companies. This session also covers how marketing and sales can converge to get the best results both on- and above-property.
  2. How Google’s BERT update impacts your website strategy | Brought to you by Milestone: Google’s recent BERT update is its biggest in 5 years after Rankbrain. According to Google it will impact 10% of all queries and is one of the biggest steps forward in the history of search. In this session we will share a real case study example, and guide you through 5 steps to prepare you for BERT. Take back practical tips to upgrade your digital assets and be ready for BERT, conversational content, and voice search.
  3. Building an Empire: Looking Back to Build a Better Future within Metasearch | Brought to you by DerbySoft: Dean Schmit, Director of Strategic Accounts for DerbySoft, kicks off this session by putting all the metasearch pieces together to build a great cross-optimization strategy that can be used for all metasearch campaigns for a hotel. Dean will review key takeaways from previous HSMAI presentations, look at how the industry as evolved and where these takeaways stand in today’s digital marketing landscape.