Virtual

21 Days of eTS

It’s our 21st birthday and we are marking it with 21 days of virtual content during the month of October. You’re invited to join us each day—or as often as you like—for 60 minutes of relevant conversations and discussions with bright stars among our peer group and sharp, cutting-edge vendors who are leading the way into the next normal.

Note – All session times are Eastern Daylight Savings Time (EDT).

VIRTUAL AGENDA

Day 1
Thursday, October 1, 2020

Sarah Quinlan Keynote: Winning the Travel Race – It’s Not a Marathon, It’s a Sprint

There has been a fundamental shift in travel, especially within the leisure segment. Consumer confidence is at an all time low. How do we shift the consumer’s mindset in these unprecedented times? What can you do to survive? Sarah will provide current market insights along with quick, actionable steps you can implement to win now.  
Speakers:
  • Sarah QuinlanManaging Director, Carolantic Fund
  • Josh Collins, Director, Destination Activations + Marketing, Streetsense

Sponsored by

Sarah Quinlan
Josh Collins
Day 2
Friday, October 2, 2020

Balancing Resident Sentiment in 2021: Because “How Do You Feel?” is Absolutely the Right Thing to Ask

Before anyone ever heard of Covid-19, Longwoods International conducted a survey of 4,000 adults to measure perceptions and attitudes about tourism and the impact of tourism on residents in a community. Enter Coronavirus. Since March, Longwoods International has been conducting more surveys in weekly waves to dig deeper into American resident sentiment about travel to their community. Answers aren’t simple: it’s a double-edged sword.

Speakers:

Sponsored by Longwoods International

Adam Sacks
Brian London
Andria Godfrey
Erin Francis-Cummings
Day 3
Monday, October 5, 2020

With Scarcity, Comes Clarity

“2021 Marketing Plan”: Those are three scary words, right? But this is your mission should you choose to accept it. We’re facing an economic and health crisis all at once. Although “unprecedented” was the cliché of 2020, we don’t yet know if “recovery” will be the keyword for 2021. What we do know is that scarcity brings clarity: We are challenged to figure out how we can be frugal, how we can be prudent, and above all, how we can gain trust. 

Speakers:

Sponsored by

Staci Mellman
Laura Libby
Justin Bresler
Gathan Borden
Day 4
Tuesday, October 6, 2020

The Numbers Game is Over: Replace ROI with ROO (Return on Objective)

What does success look like? The days of biggest and best, tallying up visitor percentage increases, and counting heads in beds are over. When KPIs change, as they now must, the ROI needs to be adjusted as well. What will new KPIs mean for tourism marketing and stakeholders? What new KPIs are coming into play for 2021?

Speaker:

  • Leah Chandler, CMO, Discover Puerto Rico
  • Zeek Coleman, Director of Data Intelligence, Visit Savannah
  • Jay KinghornChief Digital And Analytics Officer & Co-founder, Entrada Insights
  • Mitch Whitten, Executive Vice President, Marketing & Strategy, Visit Fort Worth

Sponsored by

Mitch Whitten
Jay Kinghorn
Zeek Coleman
Leah Chandler
Day 5
Wednesday, October 7, 2020

Brian Solis Keynote: Tourism Innovation in the Novel Economy and Beyond a Post-COVID World

Learn how to innovate now, rather than hunkering down just to play it safe. See new opportunities that you couldn’t see before. Brian will also bring fresh ideas and examples from his friends in the travel innovation space. 

Speaker:

  • Brian Solis, Global Innovation Evangelist, Salesforce
Brian Solis
Day 6
Thursday, October 8, 2020

Sharpen the Tools in Your Box: DMO Marketing Stacks That Work for Your Team

When you’re standing at the top of the ladder, it’s the wrong time to discover that the screwdriver in your hand doesn’t fit. Discover what tools are out there and which ones your team needs to get the job done well in this challenging environment.

Speaker:

  • Leroy BridgesVice President, Digital and Communications, Visit St. Pete Clearwater
  • Matt Clement, Managing Partner, Madden Media
  • Melissa Gogel, Vice President of Marketing, Tourism & Communications, Visit Phoenix
  • Jeff Robinson, Director of Marketing, Visit Indy

Sponsored by

Jeff Robinson
Melissa Gogel
Matthew Clement
Leroy Bridges
Day 7
Friday, October 9, 2020

Shifting Your Brand Positioning When “Culture, Shopping, Dining, & Fun for the Whole Family” Disappears

Every destination needs to take a good, long look at brand promise. Update your website, content, social messaging and advertising only after you’ve done a meaningful brand audit. Do you know how and where to begin?

Speakers:

Sponsored by Relic

Adam Stoker
Allison Schult
Ali Daniels
Matt Borud

Flashback Friday

Tune in for this one-hour breakout session to brainstorm this week’s hot topic(s) with your peers.

Sponsored by

Day 8
Monday, October 12, 2020

Your Target Traveler Has Changed: How Do You Reach Them Now?

The travel landscape has changed drastically, and who used to come to your destination is probably not the same as those coming to your destination now, or booking a trip in the near future. So, who is your new target audience and how do you reach them? Hear the latest data from Expedia Group on traveler sentiment and learn more on how to best reach them with the right message at the right time.

Speaker:

  • Valerie Bradley, Vice President of Marketing, Visit Macon
  • Ed Harris, President & CEO, Discover Lancaster
  • Matt Hansen, Director, Business Development, Expedia Group Media Solutions

Sponsored by

Ed Harris
Matt Hansen
Valerie Bradley
Day 9
Tuesday, October 13, 2020

Treat Me, Don’t Trick Me.

Many former leisure and business travelers are going to take some convincing to pack their suitcase again. Disclosing safety and cleaning protocols are now considered table stakes for travel marketing during the pandemic, but any brand falling short of these new expectations is likely to be called out. At the same time, compelling storytelling and visuals are more important than ever as travelers seek an escape from endless hours at home. Striking a balance between developing trust and driving booking intent may sound tricky, but you’re in for a treat as our panelists uncover how to appeal to travelers during these scary times.

Speakers:

  • Jim JohnsonVice President, Account Planning, VDX.tv
  • Shannon Lowery, Content & Social Media Manager, Visit Savannah
  • Liz MabeDigital Marketing Director, Discover Puerto Rico
  • Lauren Seidl, Communication & Content Manager, Travel Wyoming
  • Brian WagnerAssistant Commissioner Marketing, Tennessee Department of Tourist Development

Sponsored by

Brian Wagner
Lauren Seidl
Liz Mabe
Shannon Lowery
Jim Johnson
Day 10
Wednesday, October 14, 2020

NYC & Company Keynote: Grass Roots Recovery: Doubling Down on Community

Community and tourism are inextricably linked. New York City gives us the best example of a mega-sized destination taking a micro-sized granular approach to re-building through public and private community partnerships, beginning with residents as the foundation. Building strong partnerships in tough times will benefit the destination in good times to come. 

Speakers:

  • Elan Cole, Executive Creative Director, NYC & Company
  • Nancy Mammana, Chief Marketing Officer, NYC & Company
Nancy Mammana
Elan Cole
Day 11
Thursday, October 15, 2020

Show Me the Money…TikTok or Not? How Do We Know What to Do In 2021?

The marketing landscape is more complicated than ever. How can we look ahead into 2021 when we have no idea what the world will look like next week. Deciding where to invest your brand’s efforts is a daunting task but it’s good to know you’re driving on a two-way street. There is a way to track social media sentiment and trends in real time to best inform your priorities and focus.

Speaker:

Sponsored by

Elise Trivers
Martin Stoll
Andrew Phillips
Day 12
Friday, October 16, 2020

Do Pictures Really Paint 1,000 Words?

Visuals are crucial to successful marketing initiatives. The images and videos we use have an enormous impact on the success of our digital campaigns. Do your assets align with our new reality? They better! We’ll look at some of the more innovative things others in the industry have been doing to make sure their visual assets are relevant, reassuring, and inspiring during these challenging times.

Speaker:

  • Jake Brown, Content Manager, Visit South Bend Mishawaka
  • Amrita Gurney, Vice President of Marketing, CrowdRiff
  • Brian Matson, Senior Director of Strategy & Education, TwoSix Digital
  • Eliza Voss, Director of Marketing, Aspen Chamber Resort Association

Sponsored by

 

Eliza Voss
Brian Matson
Amrita Gurney
Jake Brown

Flashback Friday

Tune in for this one-hour breakout session to brainstorm this week’s hot topic(s) with your peers.

Sponsored by

Day 13
Monday, October 19, 2020

Without Booming Tourism, Is There Any Room—Or Need—For Influencer Marketing?

Everything you always knew about influencers has changed…or maybe not? How is coronavirus affecting travel influencers and destination marketing plans? The debate is on. For sure, we can all agree that overtourism is yesterday and that diversity is now, getting much needed attention in brand promotions everywhere. 

Speaker:

Sponsored by

Deborah Stone
Andrew O’Connor
Lindsay Fruchtl
Jade Broadus

Who’s Passionate About Virtual Everything? Nobody

Meetings Marketing: Nobody, but nobody, would argue that online networking is better than in-person meetings. There’s certainly a sensory aspect to live events that virtual cannot replicate. That said, we must all do our best to put a band-aid on this wound while it heals. And, it’s essential that we talk about it now. 

Speakers:

Mya Surrency
Stephanie Davis-Smith
Sonya Bradley
Jaclyn Bernstein
Day 14
Tuesday, October 20, 2020

Down For Whatever, Just Not Right Now: Timely Marketing to Passion Points

Going to the beach and taking hikes in state and national parks were so last summer. Ski resorts are facing complications. There’s limited access to museums; live sports and cultural performances are unlikely to be open at all. So how do urban and suburban destinations market to people’s passions in the post-Covid reality?    

Speakers:

Sponsored by

Scott Rose
Richard Peterson
Patrick Harrison
Rachel-Jean Firchau

How the Tourism Landscape is Changing: Why Identity Matters and the Death of Cookies

The COVID-19 pandemic and the current trend of third-party cookie deprecation has had a big impact on the tourism industry – it’s never been more important for marketers to gain a more nuanced understanding. Constrained marketing budgets, limited resources and understanding where to invest marketing dollars to maximize ROI are key challenges DMOs are facing. With the lack of ‘actual travel intent’, creating demand is the new name of the game. It’s crucial to find, attract and connect with people who want to (safely) travel, so you can boost your economy and bring value to your local community when they need it most.

Speaker:

Sponsored by

David Chastain
Day 15
Wednesday, October 21, 2020

Keynote Panel: Google, Facebook and Pandora

Brainiacs Without the Bluster: A keynote panel of travel vertical leaders from the digital space add their personal insights and insiders’ perspectives to suggest what 2021 will look like…fasten your seatbelt.

Speakers:

Sponsored by

Steven Paganelli
Carly Houlahan
Laura Fernandez
Shaun Aukland
Day 16
Thursday, October 22, 2020

Use the Power of Data and Machine Learning to Strengthen Your Travel and Tourism Brand

Branding is your biggest asset—a strong, trustworthy brand makes all the difference. Yet, with so much content, channels and noise out there, only the most useful brands are being rewarded with people’s time and attention. Data and machine learning are the best allies to become that brand.

Speakers:

  • Alvaro Melendez, Co-Founder & CEO, Crant
  • Scott SchultExecutive Vice President of Marketing, Myrtle Beach Area Chamber of Commerce / CVB
  • David West, Executive Director, Destination Marketing – Herschend Family Entertainment
  • Andrew Wilson, Executive Vice President and CMO, Atlanta CVB

Sponsored by

Andrew Wilson
David West
Scott Schult
Alvaro Melendez
Day 17
Friday, October 23, 2020

How These Cool Tools and Platforms Embraced the Truism that ‘Necessity is the Mother of Invention’

Did you know that Airbnb, Uber, WhatsApp, Slack, Square, and Venmo were all born out of the last recession? It will happen again…silver linings are out there in 2020. Let’s take a look at innovation that has already been released by lockdown and a few seeds that have been planted for 2021 and beyond.

Speakers:

Sponsored by

Tedd Evers
Jake Steinman
John Rinaldo
Laurie Jo Miller Farr
Day 18
Monday, October 26, 2020

Demystified: Measuring Campaign Success

Your tricky task? To demonstrate how a marketing investment drove actual visitation. What are your tools, how do they work, what do they capture, and importantly…what do they miss? Let’s hear from the vendors who can shed light and answer the tough questions while explaining just how their products are evolving to tackle ever-changing privacy restrictions.

Speaker:

Sponsored by

Frank Vertolli
Piyush Shrivastava
Ethan Melnick
Gray Lawry
David Chastain
Ktimene Axetell
Jayson Ayers
Day 19
Tuesday, October 27, 2020

Coaxing Folks Off the Couch: Exploring the Backyard & Beyond Plus the Power of Downtown

Your 2021 marketing plan is probably dotted with partners who didn’t appear in last year’s marketing plan, right? Well done. If not, this is the time to lay down foundations and leverage relationships with local partners to rebuild and make small, strategic strides toward recovery in 2021.

Speaker:

Sponsored by

Eric Thompson
Wes Rhea
Douglas Quinby
Mo Parikh
Jason Hackett

Rethinking Your Strategy During COVID

The tourism industry has been hit hard by COVID-19, forcing destinations to cut programs and scale back. But It’s also provided DMOs with an opportunity to rethink their strategies and investments. In this session, Simpleview will share a few examples of how destinations are using data to adapt their marketing strategies.

Speakers:

  • Katie Cook, Digital Marketing Strategist, Simpleview
  • Paul McLeod, Director of Business Intelligence, Simpleview

Sponsored by

Paul McLeod
Katie Cook
Day 20
Wednesday, October 28, 2020

Travel Industry Hot Takes

Join Destination Analysts who will lead a heated and hilarious discussion with a panel of very opinionated travel industry “professionals” as they debate “unpopular opinions” about our industry. 

Speaker:

  • Myha Gallager, Senior Director of Research, Destination Analysts
  • Jennifer Griswold, Research & Analytics Manager, Wyoming Office of Tourism
  • Laura Libby, Senior Vice President, Miles Partnership
  • Andrew Wilson, Executive Vice President & Chief Marketing Officer, Atlanta Convention & Visitors Bureau
  • Tim Zahner, Executive Director, Sonoma Valley Visitors Bureau

Presented by

Tim Zahner
Andrew Wilson
Laura Libby
Jennifer Griswold
Myha Gallagher

Machine Learning Workshop presented by CRANT

During this one hour virtual workshop we will demystify Machine Learning and understand the different types of data that you might already have available. We will dissect a case study in the travel and tourism sector, walking you through the whole process and having a sneak peak behind the scenes–from data collection to processing to applications of machine learning and advanced analytics. These are all ingredients that leading companies leverage to make a difference today. 

Speaker:

Sponsored by

Alvaro Melendez
Day 21
Thursday, October 29, 2020

Crystal Ball Alert. “See Tomorrow” is More Important Than Ever: 20 Predictions for 2021

Raise your hand if you learned a ton this year…the hard way. While nobody saw 2020 coming and we don’t have a crystal ball for 2021, we do have some of the best and brightest minds in travel and tourism to talk about “21 Predictions for 2021.” And that includes you. Submit your one top prediction within the session chat, and we’ll pool the most frequently mentioned ones so a panel of experts can comment. 

Submit your one top prediction and we’ll pool the most frequently mentioned ones so a panel of experts can comment. 

Speaker:

Sponsored by

Matt Stiker
Bill Geist
David Downing
Josh Collins
Day 22
Friday, October 30, 2020

21 Takeaways to Carry Into 2021

The hallmark of eTourism Summit? Thought provoking takeaways for sharing to navigate the way ahead. We asked attendees, moderators, speakers and sponsors in order to whittle the list down to 21. 
Speakers:
Will Seccombe
Josh Collins