Upgrade your Online Marketing Toolkit to Optimize Sales in a Web 2.0 Environment.

1. Network with the most powerful minds in online travel marketing
Early Bird
D iscount
SAVE $30
0!
Register b
efore
Part of the Sales and Marketing Series 2 may 200
8
Online Marketing in Travel 2008
25-26 June 2008, Marriott Downtown Magnificent Mile, Chicago
Upgrade your Online Marketing
Toolkit to Optimize Sales in a
Web 2.0 Environment
Focus on the fundamentals of online marketing – Benchmark your strategy against
then place them in the dynamically these industry experts and ensure
profitable context of Web 2.0. you don’t get left behind
Master the key areas of search engine optimization to ensure
more customers find your site
Manage customer relationships online – and fully exploit the
power of Web 2.0, using social networking and user-generated
content to increase sales
Optimize – and upgrade – your site to increase conversion rates
Exploit the rapid growth of video content to build brand affinity and
drive more traffic across a variety of channels
Increase your affiliate marketing initiatives to swell traffic, improve
brand credibility and produce extra revenue
Succeed at email marketing, even when response rates are falling
Explore mobile marketing – and discover if you can be a travel
business that makes it pay
Spend your marketing budget wisely in a time of economic
instability
if this is not your area
of expertise, please pass Researched and Organized by:
this brochure onto your
marketing department,
so they can benefit
gain the maximum ROi from every marketing dollar you spend online – details inside

2. For more information visit www.eyefortravel.com/crm2007
For more information visit www.eyefortravel.com/smusa
Travel marketing in the age of Web 2.0
What’s next? How do you cash in on it? And how do you update the
fundamentals of online marketing to work successfully in this new era?
Understanding how the internet is changing On the one hand, we’ll make sure you’re up-to- – other than ignorance – why the big travel
the rules of marketing is a huge challenge for speed on the latest trends in online marketing brands tend to avoid affiliates? How do you
the travel industry right now. Which practices essentials like email, search, display advertising, monetize partners? And how does the ROI
are obsolete? What opportunities should and spiderweb linking strategies. You’ll see from stack up against other types of marketing?
you pursue? And is success simply about the Conference Program, that these sessions
revenues and the bottom line – or are there will provide plenty of fuel for you to inject into Plus expert guidance on tracking and
other equally valid definitions? your current marketing initiatives, to make them measurement, so you can ensure your
One thing’s for certain. It’s travelers who are stronger still. budgets work as hard as you do
leading this latest revolution. And they’re very Then, once these fundamental marketing tools With so many online advertising options – tried
clear about what they want. Reviews and have been reviewed, we’ll start on Web 2.0. and tested, plus new and exciting – it is now
recommendations from their online friends even more important that you know how to
and peers, plus virtual tours of destinations correctly analyze your marketing spend. That
and hotels are becoming almost as important “It is great to meet way, you can see how best to allocate your
as price. others in the industry who are budget across the marketing mix.
Where does that leave you? experiencing my frustrations. It offers Take search, for instance. You’ll see whether
a level of sanity to know I’m not pay-per-click is becoming less cost-effective
You’ve invested hugely in your website. Your
the only one.” for you, now that so many travel businesses are
booking engine’s a true revenue generator. Your
Liberty Wright, vying for limited search space. And decide if it’s
data storage facilities allow you to tailor specific Harrahs Entertainment
messages to particular customer groups. And in time to change your budget split between the
the face of economic slowdown, it’s even more key formats of search: Organic, paid, meta,
vital to ensure every marketing cent you spend Web 2.0, local, and mobile.
New sessions for this year’s program include:
achieves maximum payback. In short, the Conference will help you
• Social Media: User-generated content and understand the more sophisticated ROI
social networking sites are creating big buzz. measurement systems to ensure your
But how do you turn that buzz into bucks? campaigns are more profitable from now on.
“The range of speakers and
Do you need a new range of niche products?
their knowledge and passion for the
Can you ever hope to control what’s said
topic was extremely inspiring. I came
away with a long list of ideas to share
about your products and brands? Should you “EyeforTravel was
with the marketing team”
be building your own networking channels? extremely relevant concerning
Or will you get a better return on your budget hot topics and future trends to stay
Charlotte Johnson,
Tourism New Zealand by using other people’s channels to promote on top of your game. Thank you,
yourself? I’ll be back!”
• Mobile Marketing: As Bluetooth and smart Amy Ras, Aruba Hotel and
phones go mainstream, mobile marketing is Tourism Association
In short, you need to be convinced that the
supposed wonders of Web 2.0 will be more than finally poised to deliver on its potential. We’ll
a just passing phase before you commit budget. help you decide whether now is the time to
But then again, if you hesitate… isn’t there a incorporate mobile marketing into your mix –
and if so, where to concentrate your efforts.
Superb networking – you’ll make dozens
danger you’ll get left behind?
Should you begin by sending reminders and of new contacts and meet valuable new
Online Marketing in Travel 2008 will help you business partners
telling your customers about unexpected
solve the dilemma.
events? Or can you embark on CRM By the time this event ends, you’ll have
Reserve your place at the well-established programs to generate immediate sales? a roadmap that flags up a coherent,
event that consistently attracts 200 of • Rich-Media Content: Just as you were comprehensive marketing strategy. A strong
getting used to podcasts, should start marriage of proven online techniques and the
America’s top travel marketing executives
shooting vodcasts? Video adds hugely to most appropriate Web 2.0 possibilities, rather
– with an agenda that reviews established than just a series of random ad hoc initiatives.
your customers’ website experience, and it’s
marketing techniques, and embraces the
becoming a marketing must. Which partners You’ll also have the increased confidence that
best of the new can help supply the content you need at comes of knowing you’ve learned from the
If you are among the thousands of travel acceptable cost? How do you close the video experience – and mistakes – of some of the
professionals who have attended our events in sale? And if a picture speaks a thousand world’s most successful travel brands, and
the past decade, you know they’re distinguished words – should you be cutting the amount of picked the brains of senior marketers from
by the caliber of the speaker faculty (you’re copy on your web site – or not? hotels, airlines and online agencies. Plus a
always guaranteed to hear from the foremost • Affiliate Marketing: Why are so many travel whole host of new contacts who can help you
innovators and practitioners on the planet) and companies significantly increasing their drive your business forward in 2008 and beyond.
the quality of the knowledge and know-how affiliate marketing spend? Should you follow This event will sell out. Immediate booking
that’s on offer to you. suit, or is this a bandwagon you can safely is strongly recommended.
This year is no exception. wave at, as it passes by? Is there a reason
Call the booking hotline now on +44 (0) 207 375 7551 (UK)

3. Search Engine Marketing – Email Marketing – Website Optimization – A
Day One: Wednesday June 25 • 9am – 7.30pm
KeynoTe PreSenTaTIon: • According to Forrester, 43% of surfers believe • How much of your brand image is dependant on
Understand and Optimize along shopping on travel websites has become your reputation in the social media space?
less useful. Does your website match up to • Learn from best practices for promoting your
the Online Marketing Value the expectations of increasingly demanding brand on social media sites
spectrum: From Direct to Branding customers? • What legal complications can arise from social
and search to social Media • How can you optimize your website to present media marketing?
• Learn how to prioritize your marketing dollars the key aspects of your product and appeal to • Ten important lessons on how you can “control
and resources based on your particular value specific customer segments? the crowd”
spectrum • How can you use rich-media content to enhance
randy petersen, CEO, FlyerTalk.com
• How can you build a net present value mentality your website?
for all your marketing initiatives? • What is behavioral targeting and how can you NetworkiNg Coffee Break
• How to make the CFO your biggest advocate – utilize it to increase conversion rates? What are
strategies that will transform the relationship the dangers in using behavioral targeting? PreSenTaTIon:
aaron cooper, VP Online Marketing, Orbitz steve pinetti, SVP Sales and Marketing, Kimpton How Can Travel Companies
Worldwide Hotels and Restaurants Monetize User-generated Videos?
Dena Yahya, General Manager, Onetime.com • Podcasting news reported that in the USA the
SeSSIon 1: Search engIne MarKeTIng average person watches more than 2 videos
Yen lee, CEO, UpTake
Master all Key areas of search online per day. How big will online videos get?
rouNdtaBle luNCh Break
Engine Marketing to Ensure • Understand the benefits of using video content to
convey the distinctive and attractive features of
your site’s Visibility spotlight on social Media your travel products to online customers
• SEM budget allocation: Should you focus on
• Encourage customers to create and share
local search, social media search, ppc, organic PreSenTaTIon:
relevant rich-media content by setting up an
search, meta-search – or something else? How are Consumers Behaving in a online community
• The difficulties of conquering organic search: Web 2.0 Environment – and How tim saarela, VP Marketing & Sales USA, Tripr.tv
How do you achieve a powerful return on your
marketing dollars?
Does social Media impact their
• According to Forrester, pay per click annual Buying Cycle? SeSSIon 3: crM
costs are up 33%: • What impact do consumer generated reviews successfully Managing eCRM in
- Does this spell the end of ppc as a cost- have on the customers’ decision-making Travel 2.0: How to incorporate
effective advertising model? process? social Media initiatives into
- Is ppc going to disappear or just change • Does UGC represent the missing component your strategy
dramatically in the near future? in the online travel buying cycle? When do
consumers seek out UGC? • When British Airways banned surfboards, over
- What analytical tools can help you justify 15,000 people protested on Facebook. How can
spending – or not spending – on PPC • What kind of metrics apply to user-generated
you use social media to create a dialogue with
campaigns? content?
your customers? Will you ever be able to convert
• TripAdvisor is a prime example of deploying user- • How can you profit from consumer-generated talk to sales?
generated content to dominate search engine content?
• Which interactive tools can best engage your
rankings. How can you integrate user-generated ken leeder, CEO, RealTravel customers and deliver the level of customization
content into your own SEM strategy? and personalization they now expect?
• How can you utilize local search to increase PreSenTaTIon:
• Is there an opportunity to turn your loyal
traffic – and deliver high revenues? Leverage the Power of social customers into evangelists by posting their
• Get tips on measuring and monitoring your Media to Turbo-Charge your experiences and comments on social
seM campaigns media sites?
Online Marketing initiatives
porter Gale, VP Marketing, Virgin America • How do you set up an online community?
• Which social media tools are most valuable to
Narni Ilagan, Senior Account Manager, Google Should you set one up for loyal customers –
the travel marketer?
and what can you expect in return?
Greg Johnston, Director of eCommerce, • How can you optimize UGC for marketing
• Is there any essential difference between
Hyatt Hotels Corporation promotions, product development,
user-generated content strategies for customer
Doug stotland, Director, Microsoft Advertiser and communications, and consumer insights?
acquisition and customer retention?
Publisher Solutions • How can you prove the value of UGC and
• How can your CRM team assist your social
convince senior management to invest in and
NetworkiNg Coffee Break media team with dollar-generating insights into
support your strategy?
customer segments, profiles and preferences?
SeSSIon 2: WebSITe oPTIMIzaTIon cassandra Imfeld Jeyaram, PhD, Social • Potential benefits and possible pitfalls of using
Marketing Manager, Global Consumer Marketing,
Optimize your Website to increase InterContinental Hotels Group
social media for loyalty marketing
Conversion Rates Dr. Natasa christodoulidou, Ph.D, Assistant
KeynoTe PreSenTaTIon: Professor of Marketing, California State
• Virgin Holidays UK increased conversion rates by
University, Dominguez Hills
25% by re-designing their website. How can you Promote – and Protect – your
enhance website design, site performance and More Speakers to be announced shortly,
Brand in the social Media space please check the website for updates
loading times to reduce abandon rates?
• Do you need to develop a brand-defensive
• How can you enhance the user journey with eNd of day oNe CoCktail Party
strategy to protect and monitor your brand in
larger imagery, easier navigation and additional
the world of web 2.0?
search options?
Social Media Marketing – CRM - Search Engine Marketing – Email Marketin

4. Affiliate Marketing – Mobile Marketing – Social Media Marketing – CRM
Day Two: Thursday 26 June • 9am – 5pm
• What factors will spur the growth of mobile
Interactive
KeynoTe PreSenTaTIon:
Bringing a Brand Campaign to marketing?
Life across all Media Channels • What mobile marketing content will appeal to
online travelers? Participation
• How do you best connect your brand campaign
• Are people ever going to feel comfortable
to your online and offline media buying
decisions?
purchasing travel products via their cell This conference is specifically
phones? designed to encourage active
• What is the role of a Microsite in today’s online
• Hear how to build mobile marketing into your participation. Not only will you hear
environment and how can it be utilized in adding
crM strategies across all consumer touch
another dimension to the online experience?
points, from acquisition to retention and loyalty
stimulating, thought-provoking
• How can you leverage partnerships to enhance
• According to Telephia, 66% of people find presentations, you will have the
the impact of your campaign? chance to discuss key topics and
mobile advertising unacceptable. How can you
andrea spiegel, VP Marketing, JetBlue Airways communicate to your customers via mobile get your questions answered. Each
Michael stromer, Director Interactive Marketing, without alienating them? speaker will address the issues listed
JetBlue Airways linda anderson, VP Marketing, Red Lion on the agenda and illustrate with real-
Hotels Corporation life case-studies. Finally, the session
SeSSIon 4: affIlIaTe MarKeTIng
John Diamond, CEO, ekit moderator will generate a panel
Use affiliate Marketing To Buddy altus, Director of Online Distribution, debate or field your questions directly
generate Traffic, improve Brand Avis Budget to the speaker. Enough time is always
Credibility and Boost sales
rouNdtaBle luNCh Break given for you to get your questions
• Understand why the travel industry is
answered and play an active role in
particularly suited to affiliate marketing SeSSIon 6: eMaIl MarKeTIng
• 56% of travel companies say affiliate marketing
the discussion. You’ll have ample
Hear How to increase your Email opportunity to talk over the issues
is a cost-effective way to acquire new customers
(econsultancy). How could affiliate marketing Marketing sales at hand and exchange ideas with
benefit your customer acquisition strategy? • Travelocity has a database of over 30 million speakers and your fellow delegates.
• How does affiliate marketing work internally? people who are happy to receive email
• How should you attract affiliate partners? marketing messages. How do you grow
What are the common problems in dealing your own email list and turn it into a genuine
with affiliate partners, and how do you selling tool?
overcome them? • Has email marketing reached the end of the
• Get advice on effectively tracking your line? Will we see resurgences – or is your
affiliate efforts budget best spent elsewhere in the
online world?
• What is the ideal window between clicking
and booking? • Tools and techniques for tracking email
marketing and improving roI
• How do you ensure commissions are
calculated correctly? • How is social networking affecting email
marketing – and can you usefully link the
Marston Gould, Director CRM and Online two mediums?
Marketing, Alaska Airlines
• In the rich-media content world of the web, how
Jennifer Jurick, Director of Affiliate Relations, can you provide enticing email content without
Hotels.com risking attractive display and deliverability?
Meg lee, Director, Brand Management & • Is outsourcing email marketing more cost-
Advertising, Norwegian Cruise Line effective than managing it in-house?
NetworkiNg Coffee Break John caine, VP Marketing, Priceline.com
shirley tafoya, SVP Sales, Travelzoo
SeSSIon 5: MobIle MarKeTIng Natalie White, Director of Loyalty Marketing,
Can Mobile Marketing Really Play Kimpton Hotels and Restaurants
a Vital Role in CRM and Revenue NetworkiNg Coffee Break
generation? “EyeforTravel’s last ev
ent
• More than 65% of travel marketers say mobile sponsored Technology Workshop was the best conferen
ce i’ve
marketing is not cost-effective (econsultancy). ever attended. i’ve ne
Is it too soon to get involved with this new direct evaluate cost-saving and money-making
ver
walked away with so
distribution channel? solutions at this intimate interactive workshop. many
action items and ideas
• How much will it cost you to set up a mobile By attending you’ll hear about the latest for
improvement for my
marketing campaign and what ROI should marketing solutions that could significantly brand site.
increase your efficiency and profitability. Find out i’m exited about being
you expect? a travel
• How can you harness the power of mobile which solutions can help you increase your site’s marketer during this
time of
marketing to sell unsold inventory, get higher visibility, improve email response rates, manage incredible change”
response rates and notify your customers of your customers and track your online marketing
Alex Orson, Hyatt Hotels
unexpected events? initiatives. For more information check Corportation
www.eyefortravel.com/smusa
ng – Website Optimization – Affiliate Marketing – Mobile Marketing

5. Register on the Secure Website at www.eyefortravel.com/smusa
Register b
Part of the Sales and Marketing Series efore
2nd may 2
008 to
Online Marketing in Travel 2008 SAVE $30
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25-26 June 2008, Marriott Downtown Magnificent Mile, Chicago
This conference is a key forum for
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REGISTER NOW!
learn & discuss their future strategy. 5 Ways TO REgisTER DisCOunTs:
see what your fellow travel marketers • Email: helen@eyefortravel.com. We will need your full Early Bird offers could save you $300! For group
have said about last year’s event: discounts please call James Brown on +44 (0) 207
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HOw TO Pay:
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6. Meet With Key Figures in Online Travel Marketing in Chicago this Summer
Early Bird
D iscount
SAVE $30
0!
Register b
efore
Part of the Sales and Marketing Series 2 may 200
8
Online Marketing in Travel 2008
25-26 June 2008, Marriott Downtown Magnificent Mile, Chicago
Make the essential contacts you need to boost Learn from these major online
your online campaigns and get real-world agencies, search engines,
advice from marketing experts suppliers and industry gurus
This well-established event consistently attracts over 200 of the top marketing executives in aaron cooper, VP Online Marketing,
the travel industry. By attending, you will have the opportunity to meet a unique cross-sector Orbitz Worldwide
of the industry – all with one common interest – maximizing the return of their marketing linda anderson, VP Marketing, Red Lion Hotels
spend. And to ensure that you get to meet them all, we have built ample networking
opportunities into this event: porter Gale, VP Marketing, Virgin America
Marston Gould, Director, CRM and Online Marketing,
ONLINE CONTACT CENTER INFORMAL ATMOSPHERE Alaska Airlines
Organize meetings in advance and touch AND IDEAL VENUE Jennifer Jurick, Director of Affiliate Relations,
base with those crucial contacts through our This event consistently attracts over 200 Hotels.com
online networking center. This online system people which is an ideal size for you to
will be up and running before the event so you Buddy altus, Director Online Distribution,
network and meet new contacts. If someone
can make initial contact and after the event to Avis Budget Group
is there, who you would like meet, you are
catch-up with the people you missed. guaranteed to catch up with them, discuss randy petersen, CEO, FlyerTalk.com
ideas and exchange business cards. The Meg lee, Director, Brand Management & Advertising,
NETWORKING RECEPTION conference hotel is conveniently located right Norwegian Cruise Line
Thursday 26 June 5.30pm - 7pm - We know on Michigan Avenue (The Magnificent Mile),
that you want to meet your fellow attendees ken leeder, CEO, VirtualTourist
which means
in a social environment - which is why our that you are Dr. Natasa christodoulidou, Ph.D, Assistant
networking receptions are always such a ideally placed for Professor of Marketing, California State University,
great success! Being held in the exhibition post-conference Dominguez Hills
hall, this informal environment is the perfect meetings and
opportunity Narni Ilagan, Senior Account Manager, Google
experiencing all
for you to see Greg Johnston, Director of eCommerce,
that Chicago has
the products Hyatt Hotels Corporation
to offer.
on offer, meet Doug stotland, Director, Microsoft Advertiser
your fellow COFFEE AND LUNCH and Publisher Solutions
delegates and The backbone of your networking, you will
discuss the John Diamond, CEO, ekit
be able to cement new relationships and
issues that discuss future business opportunities during cassandra Imfeld Jeyaram, PhD, Social
have been two lunches and four coffee breaks. Marketing Manager, Global Consumer Marketing,
raised. InterContinental Hotels Group
steve pinetti, SVP Sales and Marketing,
5 Easy Ways To Register Kimpton Hotels and Restaurants
Dena Yahya, General Manager, Onetime.com
EmAil: helen@eyefortravel.com Yen lee, CEO, Uptake
FAx: +44 (0) 207 375 7576 (UK) Natalie White, Director of Loyalty Marketing,
Kimpton Hotels and Restaurants
CAll: +44 (0) 207 375 7551 (UK) Michael stromer, Director of Interactive Marketing,
JetBlue Airways
OnlinE: www.eyefortravel.com/smusa tim saarela, VP Marketing and Sales USA, Tripr.tv
mAil: Registrations, EyeforTravel, 7-9 Fashion Street, John caine, VP Marketing, Priceline.com
London, E1 6PX, UK andrea spiegel, VP Marketing, JetBlue Airways
To Register Call James Now on +44 (0) 207 375 7551 (UK)