Travolution European Summit 2018 Agenda
The second annual
Mastercard European travel market report will be launched at the Travolution
Summit. The report has been expertly authored by Ian Taylor, executive editor
of Travolution sister publication Travel Weekly, and analyses market data that
sheds light on the key trends in the travel sector in the UK and on the
- Conversion techniques and maximising use of data
- Path to purchase latest trends and insight
- Assessing marketing ROI (display, search, influencer, video)
- Personalisation and building the new personas
- Using digital signals to determine intent
Dupsy Abiola took on the role of IAG global head of innovation last year and is now heavily involved the firm’s work with start-ups both in its Hangar 51 accelerator programme and a global investment fund to support early stage travel and technology firms.
A trained barrister and acclaimed businesswoman
who established online internships website Intern Avenue, Abiola will speak
about IAG’s work with the start-up eco-system and how this is essential for any
large corporation if is to stay ahead of the game and drive innovation in
So much is being promised by Blockchain but this emerging distributed ledger technology remains unproven and something of a mystery. Although to date it’s been largely associated with cryptocurrencies like Bitcoin, use cases in travel vary from supporting new flying car infrastructure and revolutionising travel procurement and contracting, to creating global loyalty programmes and ushering in a new paradigm for traveller identity and transactions.
This session will hear from experts in blockchain who will shed light on the technology’s likely applications in travel and what travel firms can expect in terms of its impact.
- What is Blockchain?
- How can Blockchain simplify transactions?
- How is Blockchain enhancing payments in travel?
- Other applications of Blockchain
- Cutting out the middleman/direct access to inventory
Keeping up-to-date with digital innovation can be a challenge. You’ve heard of the new industry buzzwords – AI, machine learning, Internet of Everything, chatbots, cryptocurrency – but what does it mean in digital transformation terms for your travel business?In this session our panel of experts will share with you their views on how travel businesses can turn the buzzwords of the day into actionable next steps.
- Machine learning
- Voice search - the new paradigm
- Natural language processing
- Robots that create content
In this ‘fire-side’ chat with Travolution editor Lee Hayhurst, Ariane Gorin will discuss Expedia’s vision for the travel sector and the role it sees as playing in an increasingly global and complex sector.
Gorin will explain why Expedia believes a partnership approach can be mutually beneficial to both sides, the necessity of building and deploying technology solutions that are proven to work and how taking a customer-focussed, test and learn approach is vital.
- Building partnerships
- The global travel marketplace
- Technology that works/guarantees results
- Driving loyalty and repeat purchase
- Packaging the deal
- Capture and use of data (first, second and third party)
- What does data-led marketing look like in a GDPR world?
- Predicting interest and booking intentions
- Tracking cross-channel - mobile, desktop, voice
- Integrating online data into contact centre operations to optimise conversions
- Data analytics and making sense of unstructured data
Digital marketing run by smart algorithms are bringing a level of sophistication, automation and efficiency into the market that travel firms are seizing on to make their marketing budgets work ever harder.But what does best practice look like for programmatic marketing in travel? What are the potential pitfalls and how do travel firms ensure their marketing efforts are making sure customers are being presented with the right deals at the right time and in the right place?
- Tapping into customers who are in the market for a particular type of travel product
- Profiling customers
- Messaging customers in a targeted way
- Real-time algorithms for ads
- Getting to a personalised customer journey post GDPR
In this session delegates will hear from Dr Kris Naudts, the founder of one of the most talked-about emerging travel firms around. He will explain how the content Culture Trip has amassed will enable it to establish an OTA that places quality, fresh content at the heart of its strategy.Culture Trip has managed to address the issue of creating consistent, top-quality content at scale and now believes it has a position in the top of the travel funnel to match customer desire and intent to travel with the purchase in a way no other OTA has done before.
- Putting the experience first
- Linking inspiration with conversion
- Building quality content at scale
- Creating an OTA from content
- Funding for growth
- Influencer marketing
- 'Uberisation' of travel
- Government Digital Services
- Driving loyalty through design and UX
- Digital transformation and agile development
- Putting design at the heart of everything you do
In this final keynote and our closing session of the day, delegates will hear from a true visionary in the travel sector who has introduced Internet of Things and wearable technologies to huge physical travel assets including theme parks and cruise liners.Delegates will hear how this approach to adopting emerging technology is transforming the product and the customer experience so that it has be tailored and personalised in ways that until recently would have been considered impossible.
- Impact of Magic Bands (Disney) and Medallion (Carnival/Princess)
- Collection, curation and use of data
- Personalising the product/experience
- The experience as a selling point
- Internet of things/connectivity
- The 'magic' of technology