Hanson Wade - Smart Guest Analytics Brochure WEB6

www.smartguestanalytics.com

Martin StolfaVice President Commercial Services AnalyticsHilton Worldwide

Shawn JerebVice President Revenue Management & Distribution Belmond

17 Conference Speakers Including:

Alex LiangDirector of Data Programs & StrategyeBay Inc

Agnes RoquefortSenior Vice President Global Revenue Management & AnalyticsAccor

Jeremy TerBushSenior Vice President Analytics Wyndham Exchange & Rentals

Analytics Expertise Honed For Hoteliers

August 24-26, 2015, New York City, USA

Revenue | Experience | Loyalty

Smart Guest Analytics 2015Welcome To

Build Loyalty• Identify and retain high-value members earlier no

matter what your market type• Learn how hoteliers can win the hearts and wallets

of millennials• Share lessons learned with out of industry experts about

developing deeper more personalized relationships with customers

Key Takeaways

Tel: +1 212 537 5898 Email: [email protected] www.smartguestanalytics.com

Smart Guest Analytics 2015 August 24-26, 2015

Zach Butler Programme DirectorSmart Guest Analytics 2015

Advanced guest insight and analytics strategies to increase revenue, improve experience and build loyalty.Obtaining data isn’t the problem, it’s maximizing its value. • Unlock the power within and make data driven

decisions • Break business silos and deliver a unified data

structure • Transform the effectiveness of commercial teamsSmart Guest Analytics 2015 will show you how.

Advanced analytics are giving hoteliers the opportunity to better understand their guests, enabling the prediction and delivery of more personalized consumer and business offerings. Smart data driven decisions are the opportunity to win back the power in data. Outperform competitors and deliver a unified guest experience, for the hotels getting it right.

By identifying trends in customer behavior through better understanding our data and using analytics to engage

and interact, we are developing the power to predict and drive future revenue patterns based on indisputable fact.

Smart Guest Analytics 2015 has been designed to hone analytics expertise exclusively for the hotel industry, by industry leaders from some of the most progressive data driven hotel organizations. Smart Guest Analytics 2015 will enable you to unlock the potential from analytics, make better data driven business decisions, increase yield, improve guest experience, and build long term loyalty to your brand.

I look forward to working with the analytics evangelists amongst you in New York this August.

Real world applications where data and analytics are changing the way hoteliers make business decisions to improve the bottom line 16Case

StudiesFrom Leading Hoteliers

Increase Revenue • Use analytics to revolutionize your demand forecasting

strategies• Combat legacy processes that stifle innovation

& decrease yield• Integrate 3rd party digital information sources to

develop closer, more profitable relationships

Improve Experience• Leverage big data analytics to enhance personalization

& drive conversion rates• Give your staff the real-time view of guests by making

sense of social data• Nail the right time, right customer approach in

predictive digital marketing

Break Silos• Establish effective data practice and generate

incremental analytics value whatever the budget• Make better data driven decisions by developing agility

across commercial service functions• Ensure board buy in to enable the transformation into a

data driven analytics based organization


Why Hanson Wade?

Hanson Wade’s primary goal is to deliver commercial results faster with less risk both within organizations and across industries. We do this by finding the right people, the right issues, the right answers, at the right time.

Since 2008 we are proud to have worked with some of the world’s smartest analytic thinkers and doers through exclusive business conferences and year round community contact across industries such as life sciences, oil & gas, finance, aviation, and sports.

Smart Guest Analytics arrives from extensive research with over 50 of the world’s top hoteliers all of whom see and feel the potential to increase yield, improve guest experience and build brand loyalty by unlocking the value from data through advanced analytics.


Play your part in progressing the hotels sector into the forefront of analytics excellence by adapting successful strategic analytics insight from other industries

Blueprint data ownership, governance and privacy struggles between holier, OTA and supplier

Newly appointed seasoned analytics evangelists share how they are honing lessons learned from outside hotels to their new operating models

Embrace the evolution of data scientists to deliver a change roadmap across your organization

eBay share how to tame complexity through a culture of BI to progress in the journey to analytics excellence

Generate incremental analytics value by establishing effective data practice across your organization

Drive conversion rates through enhancing personalization by leveraging big data analytics

Make data driven decisions and give factual feedback by turning online data into actionable knowledge

Break Silos to unlock the power within and transform the effectiveness of commercial teams through a unified data structure

eBay share how to tame complexity through a culture of BI to progress in the journey to analytics excellence 5.

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5 Lessons to Learn 5 Ideas To Implement

Speakers At Smart Guest Analytics 2015



Kelly McGuire Executive Director, Hospitality & Travel Global Practice SAS Institute

Martin StolfaVice President Commercial Services AnalyticsHilton Worldwide

Chris AndersonAssociate Professor Services Operations ManagementCornell Centre for Hospitality Research

Chris FarrarPartner & Senior AnalystWindrose Analytics

Chris AmenechiVice President Revenue ManagementPorter Airlines

Shawn JerebVice President Revenue Management & Distribution Belmond

Jeremy TerBushSenior Vice President AnalyticsWyndham Exchange & Rentals

Alex LiangDirector of Data Programs & StrategyeBay Inc

Peter Jordan Founder GenC Traveller

Menka UttamchandaniVice President Business Intelligence Denihan

Brian PayeaHead of Industry Relations Trip Advisor

Claudia InfanteSenior Director, Revenue & Distribution StrategyHard Rock Hotels & Casinos

Agnes RoquefortSenior Vice President Global Revenue Management & AnalyticsAccor

Jonathan IsernhagenDirector Analytics & InsightsWyndham Hotel Group

Monica Xureb Chief Revenue Officer & Senior Vice President Loews Hotels & Resorts

Florent CailliauDirector, Global Revenue Management Strategy & AnalyticsStarwood Hotels & Resorts

Peter CuthbertExecutive Director Customer Insights & AnalyticsFRHI Hotels & Resorts

I think it’s so important as analytics evangelists that we share how to build a data driven culture and how to infuse analytics into business decisions. I’m looking forward to having this debate at Smart Guest Analytics

Jeremy TerBush, Senior Vice President Analytics, Wyndham Exchange & Rentals

Terri Miller Chief Executive Officer Concilio Labs

Conference Day One

8.00 Registration & Networking

8.30 Chairman’s Opening Remarks & Connection Before Content Session

Building The Truly Data Centric Hotelier

9.00 Increase Yield, Improve Experience & Build Long Term Brand Loyalty By Investing In Data & Analytics • What new strategies are needed for tomorrow’s commercial environment to push

hoteliers to the forefront of the consumer data evolution

• How connecting the new 4p’s of marketing with big data will improve personalization & give a single view of your guest

• Hear from some of the most progressive hoteliers how predictive analytics have led to an improved personalized customer experience and increased yield

Agnes Roquefort, Senior Vice President Global Revenue Management & Analytics, Accor

Martin Stolfa, Vice President Commercial Services Analytics, Hilton Worldwide


10.00 Establishing Effective Data Practice In The World’s Largest And Fastest Growing Hospitality Company • Quickly generate incremental analytics value to deepen buy-in for your

analytics projects • Build collaboration, support and trust across your organization in support of your

analytics roadmap • Gain insight into better data sharing in-house and the role of each department

in achieving shared goals

Martin Stolfa, Vice President Commercial Services Analytics, Hilton Worldwide

10.30 Morning Refreshments & Speed Networking Making contacts with your peers in the industry is one of the most important parts of your conference experience. Speed networking allows you to meet

the people you would like to have more in-depth conversations with later in the conference. This session is the ideal opportunity to get face-to-face time with many of the brightest minds working in your field.

11.30 Case Study: How eBay Has Tamed Complexity Through A Self Service Culture Of Business Intelligence

In the same way we might browse eBay looking for a second hand lawn mower, front-line eBay staff use a similar interface to help themselves to its massive data store. eBay has spent the past three years transforming its data analysis and reporting capabilities. Alex will share with you just how they tamed the phenomenal amount of data generated from 100 million active users buying more than US$3500 of goods every second.

• Challenges faced in the development of a multi-platform, self-serve data analytics environment

• How to enable innovation across your business through data access• How eBay’s business is structured to capitalize upon analytics opportunity• Encouraging data analysts to collaborate across departments • How eBay is using this system to make predictions for the future • Insight into the key business results that have been achieved so far• What the analytics future holds for eBay

Alex Liang, Director of Data Programs & Strategy, eBay Inc

12.00 Outside In: Lessons Learned From Outside Hotels In Developing A Data Driven Culture • What strategies and ideas can be taught and transferred from more developed

industries to help transform how you could see and use your data? • How to build a breed of analytics evangelists across your organization • Take this analytics insight and adopt it to your own hotel business model

Chris Amenechi, Vice President Revenue Management, Porter Airlines


Alex Liang, Director of Data Programs & Strategy, eBay Inc



Tuesday August 25, 2015

Conference Day One

12.30 Speed Learning: Ensure Board Level Buy In To Enable The Transformation To A Data Driven Analytics Based Organization

Share lessons learned and best practices from some of the most progressive hotel organizations who have driven change through analytics.• How to achieve return on marketing investment using analytics

• How do you turn data into insight?

• How to justify investments to the board?

• How can you develop a blueprint for an enterprize wide big data strategy?

• What are the best strategies to enforce data standards across your organization?

60 minutes, 40+ contacts, 5 key ideas

1.30 Networking Lunch

2.30 Roundtable: Empower Innovation By Aligning Shared Analytic Goals

How can you change the game? This interactive session allows you to take a look at what people tried, what’s working & what needs to change.• Analyze functional priorities between marketing, revenue management, experience,

loyalty

• Work together to achieve shared goals in improving experience & loyalty

• Use analytics to bridge the gap between silo-ed data and functions to make smarter data driven decisions

Terri Miller, Chief Executive Officer, Concilio Labs

Making Smart Data Driven Decisions To Optimize Yield

3.00 Analytics To Revolutionize Demand Forecasting Strategies & Drive RevPAR, TrevPAR, ProPAST & ADR• How to use existing RM tools & strategies to learn more about your function

space demand patterns and pricing strategies

• Explore how using available data will enable you to use predictive analytics and accurately predict group demand and increase ProPAST

• Learn which metrics enable smart data driven business decisions in the age of smart revenue management

Agnes Roquefort, Senior Vice President Global Revenue Management & Analytics, Accor

3.30 Panel Discussion: Combat Legacy Processes That Stifle Innovation & Decrease Yield• A potential cloud based enterprise PMS service to improve agility and accurately

report into your PMS system

• Develop an architecture to combine all guest data into a central customer profile repository for rapid profiling

• Use predictive analytics to maximize revenue by targeting individuals based on their previous buying trends

Jeremy TerBush, Senior Vice President Analytics, Wyndham Worldwide

Florent Cailliau, Director, Global Revenue Management Strategy & Analytics , Starwood Hotels & Resorts

Chris Amenechi, Vice President Revenue Management, Porter Airlines

4.00 Networking & Afternoon Refreshments

4.30 Integrate 3rd Party Digital Information Sources To Develop Closer, More Profitable Relationships With Guests• Fully integrate social data and review surveys into existing PMS systems to analyze

live booking behavior

• Personalize upselling strategies for increased customer satisfaction and yield

• Use digital data sources to make smart business decisions to stay ahead of competition

Chris Anderson, Associate Professor Services Operations Management, Cornell Centre for Hospitality Research Kelly McGuire, Executive Director, Hospitality & Travel Global Practice, SAS Institute

5.30 Close Of Day One

With Insight From



Tuesday August 25, 2015

Conference Day Two

8.00 Advanced Analytics Breakfast Briefing: Adopting A Data Driven Culture Across Your Organization

8.45 Chairman’s Opening Remarks & Recap Of Day One

Driving Loyalty Through Experience

9.00 Leveraging Big Data Analytics To Enhance Personalization & Drive Conversation Rates • The importance of cross-device tracking in calculating true ROI of channel spend • Growing data advocates that truly believe caring for data is just as important as caring for

a person• A deep dive into attribution modelling in a digital multi-device environment to truly

understand your guests journey

Jonathan Isernhagen, Director Analytics & Insights, Wyndham Hotel Group

9.30 Give Your Teams Better Insight By Turning Guest Feedback Into Knowledge With An ‘Actionable Now’ & A ‘Future Planning’ Perspective• Use guests’ feedback through surveys and online reviews to drive better tactical and

strategic decision making• See how analytics can impact your operations processes, marketing analytics, future

product development and informs renovation strategy • Develop marketing strategies with review analytics at the heart

Menka Uttamchandani, Vice President Business Intelligence, Denihan

Brian Payea, Head of Industry Relations, TripAdvisor

10.00 Networking & Morning Refreshments

10.30 Identify & Retain High-Value Members Earlier Through Effective Predictive Modelling • What are “the right questions” to develop the ability to deliver one to one pricing to

loyal guests • Overcome barriers to guest data such as privacy laws and systems constraints • The blurring and merging of some RM and marketing functions to market to

loyal guests on property

Shawn Jereb, Revenue Management & Distribution, Belmond Monica Xuereb, Chief Revenue Officer & Senior Vice President, Loews Hotels & Resorts

11.00 How The Hotel Industry Can Win The Hearts And Wallets Of Millennial’s • The critical importance of scenography in the buying and selling process for hoteliers

• Aligning your brand strategy with millennial’s travel trends by connecting in the way they want you too

• Emotionally connecting across digital channels

11.30 Outside In: Transferring Skills & Lessons Learned From Outside The Industry To Develop Deeper, More Personal Guest Relationships • What strategies and ideas can be transferred from previous roles to transform how we

see and use data? • How other industries have broke internal barriers to achieve analytics excellence • Take this analytics insight and adopt it to your own hotel business model

Peter Cuthbert, Executive Director Customer Insights & Analytics, FRHI Hotels & Resorts



Wednesday August 26, 2015

12.00 Networking Lunch

Putting Successful Integration At The Heart Of Analytics Success

1.00 How Better Distribution Analytics Could Clear The Air With Online Travel Agencies • A holistic approach in integrating e-commerce, sales, distribution as a single

business silo

• Fully understanding the control cost of distribution between hotelier and OTA

• Hear from hoteliers and OTA’s how a fragmented industry will look in 5 years time

Jonathan Isernhagen, Director Analytics & Insights, Wyndham Hotel Group


Chris Farrar, Principal and Senior Analyst, Windrose Analytics

1.30 Overcoming Data Ownership Power Struggles Between Hoteliers, OTA’s And Suppliers• Developing a hotel centric framework to manage data ownership agreements with

3rd party providers

• Ensure the right privacy procedures are in place for both you and your guest

• Hear examples of how hoteliers have better collaborated with their vendor and the results achieved

Chris Farrar, Principal and Senior Analyst, Windrose Analytics


2.00 Roundtable: Embracing The Evolution Of The Hotel Data Scientist• Finding and attracting the worlds best analytics professionals to the hotels industry

• Creating opportunities for like minded analytics peers to embrace the use of data science

• Ensure business wide commitment to data and analytics to increase data driven decision making

• Be gone with data sceptics by making analytics more approachable and accessible across the business

2.30 Networking & Afternoon Refreshments

4.00 Chairman’s Closing Remarks & Close Of Conference

3.00 Troubleshooting Session: Delivering A Change Roadmap We Can Apply To Our Own Companies

Your time at this meeting will only be a success if you can walk away with a blueprint you can actually apply when you get back to the office. This final session will get to the heart of the most pressing analytics issues hoteliers face in 2015. In a scenario based problem-solving format, you will have the chance to find the answers to:

• How can I break data silos within my business?

• How can I work effectively with peers in a pre-competitive space?

• What are the best practices to install a data driven culture within my organization & how do I ensure consistent data standards?

• Where will my analytics strategy provide the biggest ROI?

Team up with your peers in project teams to find solutions to analytic innovation roadblocks in hotels and build a personal roadmap for implementation success when you return to your business.



Conference Day TwoWednesday August 26, 2015

I like the agenda’s emphasis on practical applications of prediction. At other conference’s I have attended “propensity to purchase” have been a recurring questions… Smart Guest Analytics will have the answers.

Jonathan Isernhagen, Wyndham Hotel Group

Workshop Day - Monday August 24, 2015

Millennials are forcing the hotels and lodging industry to change. Revenue streams are evolving, the concept of loyalty is under question and hoteliers are working towards aligning their offerings with millennials expectations of a digital experience.

Peter Jordan Founder Gen C Traveller

Workshop B: Getting Smart With The Connected GenerationDate: Monday August 24 | Time: 1:30pm – 4:30pm

Attend this workshop and: • Understand what is shaping the values and

consumer choices of the next generation of both business and leisure travellers

• Lean how to connect with the connected throughout the whole customer journey across multichannel digital devices

• See first hand how millennials are forcing change across hotel brands. What’s worked, what hasn’t and what still needs to be done?

• Grab the opportunity to connect through effective data gathering through mobile, wearable’s, in room tech and loyalty programmes

You will leave with:• An insight into millennials attitude towards data

privacy. • Ways to ensure your loyalty scheme works with a

famously dis-loyal generation • Insight into the future of non-room revenue.

How can hoteliers muscle in on the draws to destinations, local restaurants and outside attractions?

• A clear roadmap into forging closer relationships with millennials through your own booking channels



Big data and analytics have been big news in the past few years, and more and more companies in the hotel industry are seeing it as the path to greater revenues and profits. But we are struggling to grasp how to effectively use analytics and actually understand how analytics can help our companies rise above competitors? This workshop has been designed for those who want a better understanding of the key concepts, goals, benefits and techniques of big data analytics.

This interactive session has been designed for your and your colleagues to build a road map towards organization wide analytics success by:• Learn how cross-functional teams peel back the layers of confusing and contradictory data to develop powerful

insights that can impact revenues and margins. • Overcome the problems and complexities of capturing and preparing data, the analytical tools used by data

scientists and the business impacts that can be achieved through the strategic analysis of data. • Learn about the common analytics myths and misconceptions that can get in the way of success.

If you want to maximize the value of this conference and further familiarize yourself with big data analytics in hotels, this is the session for you. This workshop will put you in a better position to leverage the powerful insights from the rest of the conference back to your daily work and immediately begin building analytics success for you and your company.

Chris FarrarPartner & Senior AnalystWindrose Analytics

Workshop Leader

Workshop A: Introduction to Advanced Guest Analytics: Paving The Way For Analytics Success In HotelsDate: Monday August 24 | Time: 9:00am – 12:30pm

Workshop Leader

Sponsoring Smart Guest Analytics 2015

Sponsor

Attendee Breakdown

SVP, VP

Senior Director, Director

Senior Manager

North America

Europe

Rest of World

ATTENDEE BY GEO

70%

20%

10%

ATTENDANCE BY SENIORITY

30%

40%

30%

Researched And Developed With

Revenue Management

Marketing

Digital Marketing

Analytics

Loyalty

Experience

Customer Insight

Ecommerce

CRM

Departments In Attendance



As the hotelier community strive for analytics excellence, the opportunity for solution providers working within this space is unrivalled. Do you have the tools to help accelerate the journey to data driven decision making?

Over the last 3 months, we have researched with leading hotel brands including; Hilton, Hyatt, Accor, Starwood, Wyndham, FRHI and others who are all heavily investing

in their analytics capabilities to unlock the power in data and in turn increase revenue, improve experience and build brand loyalty.

Smart Guest Analytics 2015 is the opportunity to influence industry thinking at a very early stage. Ensure your expertise is recognised and respected by the hotels industry.

Contact

Robert Sexton Commercial Manager

Tel: +44 203 141 8798 Email: [email protected]

Concilio Labs are a disruptive force in the world of technology and innovation

for the hospitality industry. We drive next-generation hotel personalization through technology. Concilio Labs designs and develops technology to help hoteliers understand who their guests truly are, and personalize interactions between hotels and their guests. We help hotels create meaningful guest experiences pre, during and post stay. Our product spans multiple touch points including smartphone, tablet, mobile apps, and on premise experiences.

www.conciliolabs.com

CO Sponsor

Prices And Discounts

Code: 6068

Team Discounts*

Full payment is due on registration. Cancellation and Substitution Policy: Cancellations must be received in writing. If the cancellation is received more than 14 days before the conference attendees will receive a full credit to a future conference. Cancellations received 14 days or less (including the four-teenth day) prior to the conference will be liable for the full fee. A substitution from the same organization can be made at any time.

Changes to Conference & Agenda: Hanson Wade reserves the right to postpone or cancel an event, to change the location or alter the advertised speakers. Hanson Wade is not responsible for any loss or damage or costs incurred as a result of substitution, alteration, postponement or cancellation of an event for any reason and including causes beyond its control including without limitation, acts of God, natural disasters, sabotage, accident, trade or industrial disputes, terrorism or hostilities.

Data Protection: The personal information shown and/or provided by you will be held in a database. It may be used to keep you up to date with developments in your industry. Sometimes your details may be obtained or made available to third parties for marketing purposes. If you do not wish your details to be used for this purpose, please write to: Database Manager, Hanson Wade, Suite A, 6 Honduras Street, London EC1Y 0TH

TERMS & CONDITIONS

Secure Your Place*When you’ve made your selections

Non Hotel Company

Hotelier - Hotel Brand/Chain/Franchise/Management Company

Venue

3+ Delegates: 10% Discount4+ Delegates: 15% Discount5+ Delegates: 20% Discount*Please note: Team discounts are only valid when three or more delegates from one company book and pay at the same time. ‘Early Bird’ discounts require payment at the time of registration (or prior to the cut-off date) to secure the applicable discount. All advertised discounts cannot be combined with any other offer.

PACKAGE PRICES Register & Pay Before Friday June 26, 2015

Register & Pay Before Friday July 24, 2015

StandardPrice

GOLD PACKAGEConference + 2 Workshops $2897 (save $800) $3097 (save $600) $3297 (save $400)

SILVER PACKAGEConference + 1 Workshop $2398 (save $600) $2598 (save $400) $2798 (save $200)

BRONZE PACKAGE Conference Only $1899 (save$400) $2099 (save $200) $2299

WORKSHOP ONLY (each) $699 $699 $699

PACKAGE PRICES Register & Pay Before Friday June 26, 2015

Register & Pay Before Friday July 24, 2015

StandardPrice

GOLD PACKAGEConference + 2 Workshops $3197 (save$800) $3397 (save $600) $3597 (save $400)

SILVER PACKAGEConference + 1 Workshop $2698 (save $600) $2898 (save $400) $3098 (save $200)

BRONZE PACKAGE Conference Only $2199 (save $400) $2399 (save $200) $2599

WORKSHOP ONLY (each) $699 $699 $699



You can register your place quickly and easily online:www.smartguestanalytics/registerContact us: If you require any further information on the event, or would like us to assist you in making your booking, please contact Hanson Wade via the contact details below.

DoubleTree by Hilton Metropolitan - New York City569 Lexington Avenue (at 51st Street)New York, NY 10022

www.metropolitannewyorkcity.doubletree.comOvernight accommodation is not included in the registration fee, however accommodation options will be sent out with your confirmation email upon registering.

Documents

Hanson Wade - Smart Guest Analytics Brochure WEB6