Registration, coffee and networking

Welcome

By Ingunn Hofseth, President & CEO, HSMAI Region Europe

Growing Direct Bookings – OTA marketing tactics and how to reply to them

By Ralf Denke, Vice President E-Business, Deutsche Hospitality

Ralf Denke is Vice President E-Business at the German hotel group Deutsche Hospitality and since January 2015 has been responsible for the whole digital strategy of their brands “Steigenberger Hotels and Resorts”, “IntercityHotel” and “Jaz in the city”. He manages the online distribution, online marketing activities and innovation projects for around 100 hotels globally. Ralf has been working in the digital industry for almost 15 years, mainly at successful startup companies in the travel industry before he joined Deutsche Hospitality.

Ralf is also a member of the HSMAI Region Europe Distribution Advisory Board.

The current state of hotel rate parity in Europe, a deep dive into parity performance.

Lunch and networking

How can you take advantages from HSMAI Region Europe Digital Expert LAB in developing your team?

By Margitte Verkruijsse-Reiner, Project Manager, Digital Expert program, HSMAI Region Europe

The changing skills and competences of future commercial leaders. Moving towards a coaching leadership style.

By Susan Meinl, Director Human Resources, Design Hotels AG

Susan is also a member of the HSMAI Region Europe Culture & People Advisory Board.

The HSMAI Day Germany will continue the debate from the HSMAI Region Europe Leadership Day in London about how both the customers and sales channels are changing and that it requires different competence of future executives and employees. It also requires a completely different interaction across disciplines and that we work less in “silos” within key areas that HSMAI has its focus:

• Revenue Management
• Marketing
• Sales
• Distribution
• Culture & People
• Innovation

By the end of the day there will be a discussion with executive leaders from the hotel and travel industry in Germany

Coffee break and networking

Direct Booking Bermuda Triangle: Why are you losing your website visitors?

By André Bressel, Head of Operations, Hotelchamp

Influencing the Traveller Path to Purchase with TripAdvisor

74% of travellers who book accommodations make TripAdvisor a part of their online journey. Join us at this session to learn how you can influence and maximise your reach to these booking-ready travellers.

• Get data-driven insights on traveller behaviour and purchase patterns
• Discover how you can influence booking decisions on TripAdvisor
• Access valuable tips and best practices used by hoteliers

The changing skills and competences of future commercial leaders

Moderator: Margitte Verkruijsse-Reiner, Project Manager, Digital Expert program, HSMAI Region Europe

Debate with industry leaders and the delegates

• What are the top issues facing your discipline … and the industry as a whole today?
• If your business’ priorities have changed in the last year, what have they shifted away from, and to?
• What components and competences need HSMAI’s attention?
• What is the next thing coming at us? Is it an opportunity, or a challenge?

• Ralf Denke, Vice President E-Business, Deutsche Hospitality

• Susan Meinl, Director Human Resources, Design Hotels AG

• Dirk Bremer, President,  Travel Industry Club

HSMAI & Customer Alliance Guest Experience Award

We will end this productive day by handing out the HSMAI & Customer Alliance Guest Experience Award in co-operation with the German company Customer Alliance. The award is based on customer satisfaction data and reviews from different portals, such as TripAdvisor, booking.com, Hotels.com, Google, Facebook and more.

Drinks and networking