Enrichment Series

From innovative topics to inspiring speakers, Brand USA Travel Week Europe 2019 will bring you a rich program designed to inspire fresh thinking, stimulate exciting debates, share new ideas and offer tangible tips. Whether looking ahead at future travel trends or discussing the impact of current events on U.S. tourism, our seminar line-up will captivate both Buyers’ and Exhibitors’ imaginations.

Tuesday, September 10, 2019

Date:

Tuesday, September 10

Federal Government Updates

Learn the latest on trends in UK and European travel to the United States, as well as the latest updates in government policies and activities impacting European travel to the United States. Packed with need-to-know information, this session will also communicate what’s new from the U.S. Department of Commerce and Department of Homeland Security—including biometric entry and exit processes, ESTA requirements and Global Entry.

Speakers:

ISABEL HILL, Director, National Travel and Tourism Office, U.S. Department of Commerce

Isabel and her team support and implement policies and programs that foster the competitiveness of U.S. travel and tourism industries in collaboration with the private sector and other federal agencies. Her office produces the national statistics on travel and tourism and serves as the federal liaison to the nation’s tourism promotion organization, Brand USA. Her office also represents U.S. travel and tourism policy in bilateral and multilateral fora.
A leader in tourism policy and planning, Isabel led the development of the first National Travel and Tourism Strategy for the U.S. across 12 federal agencies and with the private sector, reflecting her commitment to public-private engagement and partnerships to advance shared objectives. She has played a significant role in the development of policies that advance both economic and national security for the U.S., in collaboration with relevant agencies and the private sector. She is the past Chair of the Tourism Committee of the Organization for Economic Cooperation and Development and sits on the Advisory Committees of the World Tourism Forum Lucerne, and the International Tourism Crisis Management Summit. Isabel has been a frequent speaker and contributor to global discussions on tourism policies and programs and has regularly engaged in working groups of the World Travel and Tourism Council, the World Economic Forum, and the World Bank.

JOHN CONNORS, Deputy Attaché in Brussels, U.S. Customs and Border Protection

John has over 27 years of experience and began his career with the U.S. Customs Service as a Customs Inspector at the Port of Boston. Prior to joining the U.S. Customs and Border Protection (CBP) Attaché Office in Brussels, he was the CBP Advisor in Stockholm, Sweden.
In addition to his time in International Affairs, he has also served in several key assignments within CBP, including as the CBP Privacy Officer, Director – Export Control, Office of Field Operations and as Supervisory Attorney for the Penalties Branch, Office of Trade. John holds a Juris Doctor degree from the New England School of Law, Boston, Massachusetts, and a Bachelor of Science degree in Accounting from Providence College, Providence, Rhode Island.

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Tuesday, September 10

Breaking Through the Clutter

With an abundance of messages reaching consumers each day across their various social media and messaging apps, how can travel brands use effective creative, relevant targeting and meaningful interactions to ensure they are stimulating wanderlust and global inspiration, while also using social as a fundamental tool for delivering brand education and developing destination awareness.

Speakers:

NICK MATTERA, Senior Director Consumer Marketing, Brand USA

Nick is Senior Director, Consumer Marketing for Brand USA, the nation’s destination marketing organization with the mission of increasing international visitation to the U.S., fueling the nation’s economy, and enhancing the image of the USA worldwide.
Nick oversees consumer marketing and social media campaigns and content development for Brand USA. Prior to Joining Brand USA, Nick has spent more than eight years working in the travel and hospitality industry, most recently serving as director, digital and social media marketing at Dubai Tourism and Commerce Marketing in the UAE.
An avid adventurer, Nick has traveled to 32 countries worldwide and visited 32 states. He is on a quest to visit all 59 national parks in the U.S. and is almost halfway there, seeing 26 of them so far.

NICK EVANS, Social and Digital Director, representing Brand USA in the UK & Ireland

Nick’s career has seen him immersed in every facet of the social and digital media spectrum, encompassing everything from campaign creation, planning and implementation, right through to top-level training and consultation.
In regards to travel, Nick has worked with a number of different organizations in the sector, from hotel groups, such as Exclusive Hotels of Ecuador, to tour operators including STA Travel and Travel Bag, to DMOs, including Visit Las Vegas, Croatia National Tourist Board, Visit British Columbia and Brand USA. Nick has also been heavily involved in the more academic side of the industry, researching trends, new media opportunities and upcoming demographics. He is a fellow of the Royal Society of Arts and recently assisted Nesta, the self-proclaimed ‘innovation foundation’, in their study of hyperlocal media platforms across the UK.

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Tuesday, September 10

Personalization in Travel – Moving Beyond the Buzzword

The concept of “personalization” has been touted by travel marketers so often in the last few years that most would agree that it’s become a bit overused. Travel brands are shifting their focus from merely selling holidays to becoming merchants and marketers offering access to nearly every piece of the customer travel journey. The new objective is to deliver the perfect travel experience for each customer along every touchpoint. But accomplishing this is no easy feat… From inspiration to actualisation, this session will look at how travel brands are actually personalising their product.

Speaker:

IAN LEONARD, Travel & Transport Industry Leader, IBM

Ian is a travel technology expert dedicated to delivering solutions to his clients that provide innovation and outstanding service to the traveller. He has over 30 years of experience in business-led technology solutions, 20 of which have been spent delivering solutions in the travel and transport industry. As well as his 20 years in IBM, Ian has worked with and for companies such as American Express Business Travel, DHL Excel, British Airways, Thomas Cook, TUI, easyJet, Heathrow Airport, LastMinute.com and SITA Aero. Outside of the travel industry, he has worked with clients from the banking industry to the Department for Work and Pensions. Ian is responsible for IBM UK’s travel and transport accounts with a key focus on IAG, TUI and Travelport.

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Tuesday, September 10

What Does Brexit Really Mean?

A topical and lively exploration from the UK and European perspective at what Brexit really means for travel in the run-up to the October 31st deadline and the changing landscape of the UK/European traveller. 

Moderator:

DARREN MCCAFFREY, Political Correspondent, Euronews

Darren is Euronews’ Political Editor and co-host of Raw Politics, Euronews’ flagship daily politics show, broadcast from the European Parliament’s studio. Additionally, Darren hosts Raw Politics – Your Call, a phone-in programme where viewers can react to the issues of the day.
Since joining Euronews in September 2018, Darren has conducted in-depth exclusive interviews with prominent figures, such as European Commission President Jean-Claude Juncker, Britain’s Labour leader Jeremy Corbyn, former British Prime Minister Tony Blair, and former Finnish Prime Minister Alexander Stubb.
In the build-up to the 2019 European elections, Darren co-hosted one-hour long shows with the candidates to the presidency of the European Commission.
Prior to Euronews, Darren spent over eight years at Sky News as a correspondent in Ireland and Westminster, providing analysis and reacting instantly to breaking news. He also worked briefly for the BBC.
Darren holds a post-graduate degree in Broadcast Journalism from City, University of London.

Panellists:

MARK TANZER, Chief Executive Officer (UK), ABTA

Mark has been Chief Executive of ABTA since 2005. Over that period, and following its amalgamation with the Federation of Tour Operators, ABTA has consolidated its position as the leading UK travel association with 1,200 corporate members comprising tour operators, cruise companies and travel agents. ABTA offers a broad range of services including financial bonding, health and safety support and business guidance. In addition it has very wide consumer recognition through its customer support and alternative dispute resolution activities.
Before joining ABTA, he held senior strategy and corporate finance positions in a number of industry sectors. Immediately prior to ABTA, Mark was Group Strategy Director of Centrica plc., the parent company of British Gas.

CLAUDIA MIGUEL, Investment and Tourism Project Manager, Turismo Portugal

Claudia joined the promotion division of Turismo Portugal in 2010, working mostly with trade relations (TO’s and Airlines) for different incoming markets. After a secondment to ‘Portugal In’ – the Portuguese Government task force for Brexit – she moved to the UK in April 2018, joining the Tourism Office team in London, developing different product areas, the tourism investment to Portugal and Brexit tourism related topics.
As a tourist, her first trip overseas was to the USA as a 10-year-old, after winning a visit to Walt Disney World via a Portuguese TV show for children.
Claudia is set to become the new Director Turismo Portugal in the UK from January 2020.

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Tuesday, September 10

How Data is Helping to Sell the American Dream

The USA is The Telegraph reader’s number one long haul holiday destination. That hasn’t happened by accident. Discover how a 164 year old publisher is using a host of new techniques to sell the American dream, in close partnership with Brand USA.

Speaker:

JOANNA LAWRENCE, Managing Director, Strategy & Client Development, The Telegraph

Joanna leads the Category team at the Telegraph, working closely with clients, agency account teams and planners to create and develop more customised commercial solutions for them. She also leads the trade marketing team at the Telegraph, promoting the Telegraph’s agenda setting journalism and the benefits for brands to the broader advertising industry.
Previous to the Telegraph, Joanna has spent the last 18 years agency side, at OMD, Naked Communications and Mindshare. There she worked in a variety of strategic, account leadership and management roles, developing her passion for the always interesting world of advertising.

Presentation:

Wednesday, September 11, 2019

Date:

Wednesday, September 11

Driving Disruption – Consumers and Technology

While marketing and political trends head towards localisation, technology continues on a global trajectory. How does technology impact the way in which we view, book and experience travel. Who is, and can, drive the change – consumers or technology?

Moderator:

HARRY DE QUETTEVILLE, Special Correspondent, Technology, The Telegraph

Harry de Quetteville is the Telegraph’s Special Correspondent for Technology. He covers the big themes – where tech meets and shapes society, from politics to policing, healthcare to warfare. His writing has included an analysis of the UK’s 10-year rise from tech nobody to tech somebody: The Silicon Joke. Plus, an introduction to The Tech Hot 100 – the richest 100 entrepreneurs at Britain’s fastest-growing tech firms.
Before this, Harry was the editor of the opinion and editorial pages of the Telegraph, writing opinion pieces, leaders and shaping the editorial outlook of the paper. This post involved regular contact with senior politicians, business people and figures from the arts and military, among many others.

Panellists:

KIRSTY REDFEARN, Vice President, Consumer Marketing and Sponsorship, Mastercard
DOUG ARMSTRONG, Creative Director, VIDA Worldwide
RU ROBERTS, UK Travel Industry leader, Google
JENNY SOUTHAN, Travel journalist and founder of Globetrender

Date:

Wednesday, September 11

Generation Alpha & Family Travel Trends

The entire family plays a role in family travel decisions, including the youngest members of the household. Learn about Generation Alpha, and how they impact family travel attitudes, preferences, and priorities.

Speaker:

ANDREW VAN DER FELTZ, Senior Director, Business Development, Expedia Group Media Solutions

Date:

Wednesday, September 11

The Power of Product

Exploring practical and actionable tips on how, and crucially when, buyers and suppliers can work together to shape future itineraries that are irresistible to our shared audience – the modern traveller.

Speakers:

DAVID MEANY, Director Partner Marketing, Travel Corporation

A seasoned marketer specialising in travel and lifestyle brand partnerships, David has over 13 years marketing experiences and has spent the last two years developing product and marketing partnerships across The Travel Corporation’s (TTC) portfolio of brands.
A firm believer in the importance of long-term strategic relationships, David has been instrumental in growing the brand partnerships portfolio across TTC to deliver co-op marketing and product development innovation.

FABIO NEGRO, Group Head of North America, FTI Group

Fabio is responsible for all markets and brands for the destinations USA, Canada and the Bahamas at FTI Group, the fourth largest tour operator in Europe. Prior to this role he was Senior Product and Marketing Manager at TUI, responsible for marketing, dynamic production and cities worldwide. He has also worked for Hotelplan Group as Product Manager for North America.
Fabio is a keen basketball player, playing at the highest amateur level in Switzerland for over 20 years. His passion for basketball has seen him play in Denver, Colorado for a year where he fell in love with the U.S. and became a huge fan of U.S. sports.

Presentations:

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Wednesday, September 11

Destination Storytelling

As any marketer will tell you, the key to success is differentiating your brand. In this day of proliferating platforms, how can destinations breakthrough? Simple, inspiring and human storytelling is key. Understanding that “form ever follows function” is crucial.

Speakers:

TRACY LANZA, Vice President, Integrated Marketing, Brand USA

Tracy is the Vice President, Integrated Marketing for Brand USA. In this role, she is responsible for all consumer-facing marketing initiatives, including USA campaigns, media planning and buying, digital development, global sponsorships and consumer and trade PR. The content her team creates is seen by billions of consumers and promotes the wide variety of travel opportunities that U.S. destinations have to offer. In addition to her work in the travel space, Tracy has developed award-winning campaigns for some of the largest brands in the world including Pepsi, Smirnoff, Guinness, Colgate, Disney, Hasbro, Mattel, and HBO.

SEAN O'HARA, Executive Vice President, BBC StoryWorks & Advertising

Sean is based in London, with responsibility for all global advertising, programmatic and content marketing strategy and revenues for all BBC Global News products, namely BBC.com and BBC World News, the BBC’s global 24-hour news channel, as well as TopGear.com, BBCgoodfood.com and over 40 different language sites of the BBC World Service.

Date:

Wednesday, September 11

The Future of the European Traveller

Elena Corchero, News Corp’s Futurist and Director of Emerging Technology, and Amanda Hills, President and CEO representing Brand USA across Europe, team up to look at how data and technology combine to influence the European traveller to choose the USA as their next holiday destination. Amanda will take a deep dive into the European outbound trends and current positioning of the USA among its competitors followed by Elena who, with a keen eye on the future, will explain how to take advantage of the most relevant technological changes affecting our customers, clients and operations

Speakers:

ELENA CORCHERO, Director of Emerging Technology, News Corp

Elena Corchero, Director of Emerging Technology for News Corp, is an award-winning innovator, TED speaker and former MIT researcher who most recently held the title of Futurist at Unruly. Elena’s role includes working with teams from across News Corp, leading research, facilitating knowledge sharing and providing relevant information and inspiration. The Emerging Technology team is currently tackling 5G and will be organising workshops for business unit teams in the coming months.

AMANDA HILLS, President of Hills Balfour, representing Brand USA in the UK & Ireland

Amanda is President of Hills Balfour in Europe and the Middle East, the industry’s leading specialist travel and tourism communications agency focusing on integrated marketing, PR, representation, campaigns, social, digital and MICE, for some of the world’s foremost destinations, including spearheading Brand USA efforts in Europe. Hills Balfour is today part of the MMGY Global, with offices in the USA, London and Dubai.
Having grown up in Bermuda and then Saudi Arabia, and visited countless U.S. states and cities, travel, and America, is in Amanda’s DNA. She spent over ten years in product management and marketing with one of the UK’s largest tour operators before pursuing a career in transport where she headed up the global marketing efforts for Eurotunnel.
Amanda then went on to found Hills Balfour in 1998, and is today an active board member of MMGY Global and also European Chair for Travel Consul, a global network of first-class international tourism marketing companies with offices on every continent.

Presentation:

Thursday, September 12, 2019

Date:

Thursday, September 12

Shaping the Future of Luxury Travel

European consumers are becoming more affluent, stimulating an increasing trend of disposable income invested into experiences vs material goods. Consumers’ desire for life experiences leads the increased demand for travel. This session will address why luxury travel is growing even more rapidly as consumers expect more rewarding and luxurious journeys… What is considered luxury today will continually shift to become mainstream tomorrow. But what does tomorrow look like?  With the growth and interest in luxury travel experiences and demand, how does the industry ensure new products and customization for this segment?

Moderator:

BEN ROSS, Deputy Head of Travel Editorial, The Telegraph

Ben began writing about travel in 2001, becoming Travel Editor of The Independent newspaper in 2007 and Head of Travel for the Independent and Independent on Sunday in 2011. He joined The Telegraph in 2014, and is responsible for editorial content across both of the Telegraph’s weekend travel sections.

Panellists:

JENNY GRAHAM, Managing Director, Quintessentially Travel
NICK NEWBURY, Co-Founder, Original Travel

Date:

Thursday, September 12

Data Privacy: The Future Impact on Marketing

If you’re walking the tightrope trying to balance effective targeting with ever-strengthening consumer privacy restrictions, this topic is for you. We go beyond GDPR to look at what tech giants like Google, Facebook and Apple are doing to make it harder to reach your potential consumers.

Speaker:

GRAY LAWRY, Vice President, Strategy & Insights, Miles Media

Gray combines creativity with technical knowledge to develop marketing and measurement strategies for clients. His platform experience in Google Analytics, AdWords, SiteCatalyst and many others is key to adapting client goals to solutions. Outside of work his hobby is collecting hobbies. On an almost weekly basis a new obsession takes place. Some recent hobbies include woodworking, boating, fishing, golf, car detailing, weightlifting, and many more.
Gray has been working with Brand USA since the start; from building participation programs and implementing analytics solutions to consulting across various organizational initiatives.

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Thursday, September 12

The Impact of Sports on Travel Decisions

Sports tourism is a powerful economic engine that brings together sporting participants, enthusiasts and communities.  Drawing participants and spectators alike, sporting events allow destinations to authentically distinguish themselves and economically benefit from an influx of visitors.  One of the fastest growing sectors in the global travel industry, sports tourism encompasses professional, amateur or leisure activities that involve travel to play, compete or participate.  From mega events which draw global attention to a destination, to smaller events which provide a new platform to gain brand advocates, sports tourism can be the catalyst for long-term tourism development in various economic and social aspects.
This session will explore how sports tourism is leading the way in growing the travel industry and how to get involved in this lucrative sector of business.

Speaker:

CAROLINE MOULTRIE, Managing Director, Hills Balfour
HAYLEY MOORHOUSE, Senior Research Manager, Discovery International and Eurosport

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Thursday, September 12

A Vision for the Future

With great privilege we welcome Susan Hooper, Uber UK, Wizz Air plc and DExEU Board Member, to the stage for a future look at the travel and tourism industry. Through a question and answer session, you will hear the inside tracks on how extreme technological advances of the last decade can continue to thrive in the next, with a closer focus on sustainability and customer centricity.

Speaker:

SUSAN HOOPER, Board Member, Uber, WizzAir, Department for Exiting the European Union and more

Susan sits on the boards of Uber UK, the Department for Exiting the European Union, The Rank Group plc (Chair of the Safer Gambling Committee), Affinity Water Ltd. (Chair of Remuneration Committee), and Wizz Air plc. Susan is also a Director of Chapter Zero, an organisation dedicated to providing education, insight and support on climate change to non-executive board directors and has also recently accepted the role of Chairman of CareSourcer.com.
Prior to this, Susan was Managing Director of British Gas residential services, a £1.8bn revenue division. Susan joined British Gas from the Acromas Group where she was Chief Executive of the travel division, responsible for Saga Holidays, Hotels, Cruises, the AA Travel division and Titan Travel. Previously, she held senior roles at Royal Caribbean International, Avis Europe, PepsiCo International, McKinsey & Co, Saatchi & Saatchi and was chair of LuxuryBARED.com.
Susan has a BA from the Johns Hopkins University in Baltimore, Maryland, an MA from the Johns Hopkins School of Advanced International Studies in Washington DC and is fluent in German and Italian.