Posted By HEDNA News team,
Wednesday, December 19, 2018
This article is the third in a series of articles inspired by HEDNA Lisbon. Read more event coverage on the HEDNA blog. For more videos live from Lisbon, head over to the HEDNA YouTube channel.
One of our favorite parts about programming any conference is selecting the keynote speakers. The process is fairly involved but we're always pleased with the outcome. First, we define our theme, which is the result of many conversations among the executive board and key industry experts. We want to find something that is both current and helpful to structure the content.
Once that’s established, we research potential keynotes to identify speakers that align in some way with our theme. The goal is to expand our members’ perspectives while also anchoring some of the core concepts covered across the conference.
For our upcoming conference in Los Angeles, the theme is “connected like never before.” Our recently announced lineup of keynote speakers ranges from a deep dive into hospitality industry trends with Jan Freitag from STR to a helpful decoder for the emerging Gen Z consumer. We’ll be closing out the two-day conference with a look at loyalty and customer service in the age of AI with expert author Steven von Bellenghem. Here’s the agenda:
State of the Industry with Jan Freitag:Jan from STR will share industry insights, highlighting the biggest trends and data points for hospitality in 2019.
Cracking the Gen Z Consumer Code with Jason Dorsey: Gen Z consumers are unlike any other generation of consumer. They communicate, shop, buy and pay very differently from other generations. Jason shares what works to inspire and get Gen Z to trust and buy.
Customers the Day after Tomorrow with Steven van Bellenghem:Steven will share his insight into customer experience as it moves from mobile-first to AI-first. Get ready for hyper-personalization, faster than real-time customer service and even better user-friendly interfaces.
Looking back to our European conference in mid-2018 in Lisbon, we’ve been sharing content around our keynotes. If you're unable to watch the full keynotes, we’ve compiled short snackable videos for each of our keynote speakers from HEDNA Lisbon. We’ll be doing this in LA as well, so subscribe to the HEDNA blog for those updates in February 2019. Or better yet, join us in Los Angeles!
120 Seconds with Tali Sharot
As a cognitive neuroscientist, Tali Sharot took the mantle as the thought-provoking keynote of the conference, pushing into the psychology of happiness as applied to travel. There’s a connection between anticipation, rewards, and punishments. In order to encourage the action, travel brands should highlight the rewards; while highlighting the punishment can prevent an action from happening.
All of this ties into consumer behavior, as brands should seek to build anticipation for travelers -- and thus make the vacation experience more memorable, she says:
“We really need to give people an opportunity to anticipate. Not only when they get to their vacation, but it also matters what happens before. [We need] to enable their mind to create the anticipation.”
Watch the full clip:
120 seconds with Stephen Bartlett
In 2014, Stephen founded his digital marketing agency Social Chain on the premise that online communities were undervalued. As the engagement engines of the future, the agency unlocked the power of these communities by aggregating access through Social Chain.
Looking ahead to 2019, Bartlett advise brands to take a closer look at messaging apps in 2019. While CPC rates have risen across most social media channels, messaging maintains both its popularity and affordability. The open rates of Facebook’s Messenger, for example, reaches 90%, Stephen says, which overwhelmingly outpaces the single digit open rates for most email.
On these channels, he recommends using micro-incentives to encourage advocacy among a brand’s customers, saying that “these small incentives to turn your customers into advocates are extremely important.”
Watch the full clip:
120 seconds with Kate Ancketill
Kate Ancketill’s GDR Creative Intelligence consults brands on designing the types of next-gen retail experiences that define the modern brand. In the short thought leader video, Kate emphasizes how brands must develop relationships with their target consumers through the lens of demographic trends. This is especially important for hoteliers to understand when it comes to the shrinking middle class, which has shrunk from 60% to 48% in the West, she says:
“The problem for the travel industry, is that there’s no large middle group to sell to anymore. There are many different types of groups, entirely fragmented. There’s much more scope for a premium or a discount offer. There’s less scope for a pure mid-market offer."
Differentiation is the secret to thriving within this polarization, Kate concludes: “It’s the differentiation that counts. Do not be in the middle and be undifferentiated.”
Watch the full clip:
We’re convening next month in Los Angeles for our first distribution conference of the year. Join us!