Get ahead of your competetors - Use the latest development in web 2.0, search, web optimization & branding to boost sales. http://events.eyefortravel.com/sales-and-marketing/conference/#?t=scribd http://www.eyefortravel.com/?t=scribd

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2 conferences for the price of 1!
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Online Marketing Strategies
8
in Travel Europe 2008
Conference & Exhibition, 14 - 15 October 2008, Munich
DRIVE TRAFFIC, FOSTER LOYALTY &
MAXIMISE CUSTOMER SPEND ONLINE
GET AHEAD OF YOUR COMPETITORS - USE THE Learn from these top
LATEST DEVELOPMENTS IN WEB 2.0, SEARCH, WEB industry speakers
OPTIMISATION & BRANDING TO BOOST SALES
• Evaluate which Web 2.0 initiatives will dramatically
impact your business sarah Newman,
steven taylor, Regional Vice
• Hear innovative techniques to engage your customer Senior Director President, Commercial
International SPG, Director, EMEA,
and sell more online Starwood Hotels & Royal Caribbean
Resorts Worldwide Cruises International
• Convert lookers to bookers – understand the online
booking habits of your customer and analyse what touch
points offer the best conversion rates
• Overcome the challenges of selling online to a pan-
European audience – analyse key market insight from
top brands
steven Greenway,
• Drive quality traffic to your website - Hear top tips CCO, Gareth Gaston,
to improve your search strategy in a Pan-European SkyEurope MD, Octopus Travel
environment
• Debate the future of meta-search and what role it plays
in the purchasing cycle
• Gain insight into the opportunities and costs associated
with mobile marketing and your likely ROI
Martin Verdon-roe, Fredrik kinnunen,
• Understand how to make your brand sticky in an ever Head of Sales, Europe, Director of Direct Sales,
increasingly competitive online TripAdvisor Sterling Airlines
environment
‘Great conference
with a lot of inspiration – • Save weeks
excellent inputs for new ‘out-of- of research –
the-box’ thinking. A must for revolutionise your
all online travel agencies’ marketing strategy
Christian Foged, in just 2 days! Jan oetjen, MD, calum russell,
DTF Travel A/S lastminute.com Commercial Director,
Germany EasyHotel Ltd
OPEN NOW TO VIEW THE FULL AGENDA AND SPEAKERS

2. ‘Great opportunity to be updated on the latest marketing and
sales trends. Hugely informative and inspirational’
Ignasi Canals I Borras, Tourist Forum group
Web 2.0. Search. Viral. so your customers
Video. Social media. have reached your
‘great to have some ‘Very informative
Email. Blogs. website. What’s
speakers that were willing to conference – not one bad
Mobile. The next? converting
shake things up a bit rather than presentation over the 2 days.
Semantic Web. lookers to
just quoting the party line’ a great event with opportunities to
These are exciting bookers is vital
meet not only other peers experiencing
Barry Smith, Skyscanner times in online in europe’s
the same problems in business but
travel. The internet cut throat
also those with the potential to
and your consumer’s travel market.
solve these problems’
behaviour are evolving – We’ll identify the
fast. How do you update the fundamentals of online main reasons for Helen Horwood,
marketing to work successfully in this new era? customers to leave
Hertz Europe
your website. our top
Understanding how the internet is changing the rules of marketing speakers will share the simple
is a huge challenge. are you wasting valuable €€€ on out dated steps they took to enhance usability, improve web
practices? What innovative, cost effective techniques exist in the content and boost conversions by over 25%!
new Web 2.0 arena?
Maintaining a relationship with your customer is key to the
It’s never been so longevity of your brand. Hear top tips to create consumer loyalty,
important to secure stickiness and brand affiliation. analyse which european brands
an innovative yet ‘Extremely impressive
delivery of fact and opinion from are successful and why. Who has lost brand value to user-
robust strategy generated content? What can you learn from their mistakes?
to defend your first class speakers. Very useful,
market share even for an sME as the internet last but not least we’ll take a look to the future. as consumer
and enhance lends itself to business creativity’ behaviour continues to evolve you need to be where your
your brand. the Chirac Shah, customer is. Hear tried and tested inspirational case studies as to
question is how do The Holiday Place what really drives high roI. Gain insight into where you need to
you keep up when you be concentrating your marketing efforts to be one step ahead of
have so little time? How do your customer.
you know what really works
and what’s just a passing fad? PLUS! Boost profits with ancillary revenue – new for
2008! Ancillary revenue can add up to 18% to your annual
In just 2 days, the online Marketing strategies in travel
conference (held as part of eyefortravel’s annual sales & online turnover. The message from those in the know is
Marketing in europe summit), will bring the best and most simple; if you’re in the business of selling travel, you can
innovative minds in online travel to show you how to tap earn more!
the enormous sales potential in the european online
travel marketplace.
We’ll kick off the conference by examining the uniqueness of
Twinned with the Social Media
european markets and new marketing mediums. What works Strategies in Travel conference!
well in one european country may count for nothing in the next.
We’ll bring together real life case studies from our experts and Social media and user-generated content will affect your
identify the marketing pitfalls and ‘faux-pas’ of different european business! Learn how to turn this new phenomenon to
countries to ensure you avoid making costly mistakes. your advantage.
Next, we’ll take a look at This event will be twinned with the Social Media Strategies
your search strategy. in Travel conference. Top speakers will cut through the
‘a good opportunity to No doubt you hype surrounding social media and user-generated
meet real professionals from all spend €€€ on content and share real-world advice on how this new
over Europe to exchange the latest search each year phenomenon can be monetized. Investigate which social
developments and experiences!’ to drive traffic to media strategies will work for your business, understand
Helmut Barth, University of your site. You may what impact user-generated content has on the purchasing
Bad Honnef Bonn think that you have cycle and learn how to protect your brand image. Most
your search strategy importantly - get ahead of your competitors and be the first
all sewn up. to be where your customers are!
stop right there - Web 2.0 has thrown up a whole new All conference passes include access to both simultaneous
set of obstacles for your search success! Whether it be video
tracks so you are free to move between them and choose
optimisation, user-generated content, the changing role of meta-
the ideal sessions to suit your needs! For more information
search engines or the lifting of the Google ban on trademark
see www.eyefortravel.com/smeurope
keywords. You cannot afford to miss this debate!
WEEKS OF RESEARCH ACCOMPLISHED IN JUST 2 DAYS

3. Search Engine Marketing – Email Marketing – Website Optim
Day One: Tuesday 14 October • 9am – 7.30pm
OPEning PlEnary sEssiOn - OVErViEw & analysis PrEsEntatiOns & PanEl
Evaluate which Web 2.0 initiatives will Converting lookers to bookers –
dramatically impact your business how user-friendly is your Web site?
• Web 2.0 initiatives including user-generated content and social media once customers reach your site, how do avoid losing them and
are transforming the online travel space. From a macro and micro convince them to purchase?
perspective, what impact will they have on your business? What • As the travel industry continues to underperform in terms of online
opportunities do they present for your company? user satisfaction, what can we learn from other industries?
• How is consumer behaviour evolving in the diverse European • Does your website match up to the expectations of your
marketplace? What critical marketing trends do you need to embrace? increasingly demanding web user?
• With an ever increasing crowded European online travel space – how • What are the main reasons for potential customers to leave
can you ensure you are spending your marketing budget effectively? Do your website? What simple steps can you take to prevent them
Web 2.0 and social media initiatives boost your brand and drive sales? from leaving?
• Facebook has recorded a year-on-year growth of over 1600% and has • How can you enhance usability, site-performance and loading
a worldwide client base of over 46 million. How can you leverage the times to reduce abandon rates?
huge volumes of traffic that these mega social networking sites, like
• Constantly updating and improving web content and rich-media
Facebook, Bebo, or Myspace, attract?
without negatively impacting usability is a key challenge for travel
• What role does social media play in the marketing mix? Can social marketers. Understand what content matters.
networking sites really be monetized?
• Ensure you are adequately presenting the key aspects of
• What are the limitations of social networking and user-generated your product. are you addressing the various customer segments
content sites for the travel industry? Is your time and money better not only in terms of age but also in terms of their location
spent elsewhere? and interests?
• Understand how to avoid common Web 2.0 pitfalls and misguided • Learn how to enhance the user journey with larger imagery, easier
investments navigation and additional search options
steven taylor, Senior Director International, SPG, Gareth Gaston, MD, Octopus Travel
Starwood Hotels & Resorts Worldwide
Hedwig Wassing, CEO, Euro Relais
sarah Newman, Regional Vice President, Commercial Director, EMEA,
Royal Caribbean International & Celebrity Cruises PrEsEntatiOns & PanEl
ExtEndEd CoffEE BrEak – SpEEd nEtworking Online marketing futures - innovative
ways to engage your customer
PrEsEntatiOns & PanEl
as consumer behaviour continues to evolve - Understand which
Overcoming the challenges of selling online traditional and new techniques truly engage the consumer, analyse
to a pan-European audience how effective your marketing campaigns are and gain key insight as
an increasing number of online travel brands are entering the european to what the future holds
market space. Translating your website is not enough – the old adage • SEO, Banners, email, branded urls – are they becoming a thing
of ‘think global, act local’ rings true - an in-depth understanding the of the past? How are marketing techniques evolving in the online
underlying cultural differences in this highly diverse fundamental and travel space?
fragmented region will save you €€€. • Email - Is email marketing dead? How can you use email to gain
• Building pan-European 2.0 brands will take longer – which travel brands vital information about what your customer really wants?
have been truly successful so far? • Widgets, gadgets, desktop alerts, RSS – do they add value or are
• What can we learn from their successes and failures? Hear examples of they just short term fads?
european marketing campaigns that have failed due to poor knowledge • Video - With consumers now demanding when and how they view
of the target market content, is it worth moving some of your online budget into video
• What are the advantages and disadvantages of a de-centralized, content on your site and 3rd party video sites?
localised marketing strategy? • Geo Mapping – what marketing opportunities exist in offering
• Consumer behaviour – understand the various European cultural location based services?
attitudes to the web and how to tailor your online strategy accordingly. • Mobile marketing – is 2008 the year of mobile? When is this
learn how to build trust & loyalty online channel likely to take off?
• Language – analyse how many languages you need your website to be • Offline – travel companies still spend large amounts of cash
in to drive sales. What offline local customer support truly adds value to on traditional advertising campaigns. Which of these marketing
your online strategy? techniques engage your customer and drive traffic to your site?
Jan oetjen, MD, lastminute.com Germany prof. Gilbert reveillon, Lecturer in Tourism, University of Sorbonne
andreas Westerberg, Corporate Officer Sales, NH Hotels Michael simon, Area Director, Central Europe,
Marriott International
LunCh BrEak
enrique Nalda, Head of Travel, France, Google
CasE stuDy
an insight into Web analytics 17.30 Evening Drinks Reception
analysing your online performance is key to increasing conversions Wind down from a day of insightful
and provides a vital feedback mechanism. Understand where your
traffic comes from, which pages drive conversions and which you
discussion and strategic debate and
could do without. make the essential contacts you need to
Neil Mason, Board of Directors, Web Analytics Association boost your online campaigns
Twinned with the Social Media Strategies for Travel conferen

4. misation – Ancillary Revenue – Branding – Social Media – CRM
Day Two: Wednesday 15 October • 9am – 5pm
OnlinE marKEting - PrEsEntatiOns & PanEl ClOsing KEynOtE PlEnary sEssiOn
Maximise customer spend on your website Understand how to make your brand
Maximising profits whilst making customers happy – isn’t that the sticky in an ever increasingly
dream? Most visitors coming to your site are looking to purchase competitive online environment
more than just your core product. as margins continue to diminish,
learn about the best way to introduce new products and services to Brand identity has never been so important. analyse which european
compliment your core product travel brands are successful and why. Hear innovative techniques to
improve brand awareness without blowing your budget.
• Analyse the booking habits of your customers and what touch
points offer the best conversion rates. add offerings to your site • How can you develop a successful brand in a multi lingual Pan
that add real value to their trip european environment?
• Hear from travel suppliers who are leading the way by up-selling • What techniques can you use to create customer loyalty, stickiness
and cross-selling their way to maximum profit and brand affiliation?
• Personalisation to profits – Understand your customer profile • What impact does user-generated content have on travel brands?
and engage your customer with the freedom to build their Who has lost brand value due to UGc? What can you learn from
perfect trip by combining the right high margin ancillary their mistakes?
products and services • With over 30 Ryanair hate groups on Facebook, how damaging are
• Perfect the balance between offering flexibility and overwhelming social networking sites to your brand?
your customer with too many options • Do you need to develop a brand defensive strategy to protect and
monitor your brand in the online space?
steven Greenway, CCO, SkyEurope
• What strategies enable you to maintain and build your brand image
simon lilley, Director of Marketing, Flybe on social media sites? can social media help you de-commoditize
ExtEndEd nEtworking CoffEE BrEak and personalize you brand?
• In the US, Travelocity have used the roaming Gnome on MySpace
PrEsEntatiOns & PanEl to engage fans, share deals and create brand loyalty. How can you
Driving quality traffic to your website – use a brand advocate on a social networking site to generate brand
awareness, drive traffic and sell products?
are you wasting valuable marketing €? • Understand how to use widgets, desktop applications and other
• Search engine algorithms have evolved and have become more tools to build brand awareness
sophisticated – evaluate how you need to adapt your search
calum russell, Commercial Director - EasyHotel Ltd.
strategy accordingly
• Spending more money on SEO does not ensure success. *More speakers to be announced*
are you wasting your marketing budget on extortionate
ppc rates? PRODUCT BOx
• Learn how to ensure your site’s Web 2.0 features drive With so many new online start-ups entering the european
customers to exactly what they are looking for travel market eyefortravel’s product box is a pressure-free,
• Develop a search engine marketing strategy that not only quick fire way to find which would add value to your business.
balances paid and unpaid search, but also considers social
search engine marketing as a distinct area
17.00 End of ConfErEnCE
• Get advice on aligning your search strategy with
user-generated reviews
• As travel search marketers become more effective in paid
search, social media, and related online marketing, how does ‘The event was great
this affect concepts such as seasonality and the long tail? and it will certainly help me to
tamarah khatib, Head of Global Online Marketing, Silverjet make the right decisions for
Yen lee, Co-Founder & President, Uptake investment in the year ahead’
colin lewis, Head of Marketing, Aer Arann M. Butler, Spanisches
fremdenverkehrsamt
LunCh BrEak
PlEnary sEssiOn - PanEl DEBatE
The Future of Meta search
CEO Panel Debate
How are meta-search sites evolving? What search features
will become more popular? Will meta-search based on price
alone diminish? What role do they play in the purchasing cycle?
Will they keep the ppc model? Will they provide better qualified
traffic? Will user reviews and social media also be incorporated?
So many questions remain unanswered – join the debate to find
out more! ‘Well organised,
Beatrice tarka, CEO, Mobissimo good presentations,
ole stouby, CEO, Travelmarket very worthwhile!’
Yen lee, CEO, UpTake Lutz Derlien,
Cheapflights
claus Weber, Senior Partner, Kinkaa.de
nce see www.eyefortravel.com/smeurope for more info

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Call Sinead Now +44 (0)207 375 7228
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in 0
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Revolutionize your online marketing strategy
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Online Marketing Strategies
8
in Travel Europe 2008
Conference & Exhibition, 14 - 15 October 2008, Munich
Make the essential contacts you need Learn from these top travel
to boost your online campaigns and get companies and industry gurus
real-world advice from marketing experts steven Greenway, CCO, SkyEurope
steven taylor, Senior Director International SPG,
This well-established event consistently attracts over 200 of the top marketing Starwood Hotels & Resorts Worldwide
executives in the travel industry. By attending, you will have the opportunity to calum russell, Commercial Director, EasyHotel Ltd
meet a unique cross-section of the industry – all with one common interest – andreas Westerburg, Corporate Sales Officer,
NH Hotels
maximizing the return of their marketing spend. And to ensure that you get to
meet them all, we have built ample networking opportunities into this event: pete Ward & Jerome touze, Co-Founders, WAYN
sarah Newman, Regional Vice President,
Commercial Director, EMEA, Royal Caribbean
ONLINE CONTACT CENTRE COFFEE AND LUNCH Cruises International
Organize meetings in advance and The backbone of your networking, you Gareth Gaston, MD, Octopus Travel
touch base with those crucial contacts will be able to cement new relationships Meg pickard, Head of Communities & User
through our online networking centre. and discuss future Experience, Guardian Unlimited
This online system will be up and business
colin lewis, Head of Marketing, Aer Arann
running before the event so you can opportunities
Jan oetjen, MD, lastminute.com Germany
make initial contact and after the event during two
to catch-up with the people you missed. lunches and Michael simon, Area Director, Central Europe,
four coffee Marriott International
NETWORKING RECEPTION breaks. adam Healey, CEO, VibeAgent
Tuesday 14th October 5.30 - 7.30pm andy owen-Jones, MD, UK, Traveltainment
Being held in the exhibition hall, this Malte siewert, MD, Trivago
informal environment is the perfect simon lilley, Director of Marketing, FlyBe
opportunity for you to see the products Fredrik kinnunen, Director of Direct Sales,
on offer, ‘Extremely impressive
Sterling Airlines
meet your delivery of fact and opinion from
tamarah khatib, Head of Global Online Marketing,
fellow first class speakers. Very useful,
Silverjet
delegates even for an sME as the internet
Yen lee, CEO, UpTake
and discuss lends itself to business creativity’
the issues Chirac Shah, ole stouby, CEO, Travelmarket.com
that have The Holiday Place Beatrice tarka, CEO, Mobissimo
been raised. Gilbert reveillon, Professor of Tourism,
University of Sorbonne
enrique Nalda, Head of Travel, France, Google
5 Easy Ways To Register amy scarth, Head of Research, EyeforTravel
Martin Verdon-roe, Head of Sales, Europe,
EmAil: gina@eyefortravel.com TripAdvisor
Fredrik von scanzoni, Head of Business Development,
FAx: +44 (0) 207 375 7576 (UK) HolidayCheck
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CAll: +44 (0) 207 375 7228 (UK) thomas reiter, Country Manager, Opodo Germany
OnlinE: www.eyefortravel.com/smeurope claus Weber, Senior Partner, Kinkaa.de
Neil Mason, Director of the Board,
mAil: Registrations, EyeforTravel, 7-9 Fashion Street, Web Analytics Association
London, E1 6PX, UK Hedwig Wassing, CEO, Euro Relais
To Register Call Sinead Now on +44 (0)207 375 7228 (UK)