The Post-Experience Economy: Travel in an Age of Sameness Skift Global Forum 2018

THE POST-EXPERIENCE ECONOMY: TRAVEL IN AN AGE OF SAMENESS SKIFT GLOBAL FORUM 2018

BECOME A LIVING BUSINESS. $212 billion is at stake as customers switch to more relevant products & services.* Travellers expect more than points. Are you continuously adapting around their needs? ACCENTURE.COM/LIVINGBUSINESSTRAVEL

*Accenture Hyper-Relevancy Research, 2018

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Founders Research Marketing

Founder & CEO Senior Director of Research Vice President of Marketing Haixia Wang Natalie Bonacasa Rafat Ali Senior Research Analyst Digital Marketing Manager, Co-Founder & Rebecca Stone Events General Manager, Skift Table Gabi Donchez Jason Clampet Senior Research Analyst Seth Borko Growth Marketing Manager President Elihn Glass Research Associate Carolyn Kremins Meghan Carty Design Director, Enterprise Sales, Research Chief Financial Officer Senior Designer Daniel Calabrese Ping Chan Michael Cunniff Research Sales Associate Designer Anne Duffy Editorial Andrea Yang-Yanez

Executive Editor/Founding Editor Advertising & Sales Cover Illustration Dennis Schaal Bing Qing Ye Head of Sales Skift Managing Editor Pamela Firestone Technology Tom Lowry Head of Sales, Skift Table Anthony DeRico Developer News Editor Mike Linden Hannah Sampson Director, Business Development Lisa Weier Parilla Developer Senior Hospitality Editor Rachel Bronstein Deanna Ting Sales Director Danielle Wagstaff Operations Senior Editor, Skift Table Kristen Hawley Executive Sales Director Senior Events Manager Deborah Knudsen Regina Yuen Travel Tech Editor Events Manager Sean O’Neill Sales Director Europe Kate Irwin Ryo Mochido Aviation Business Editor Account Director Events Editorial Director Brian Sumers Amy Cogan Elizabeth Osder

Business Travel Editor Sales Manager, Skift Table Events Editorial Producer Andrew Sheivachman Jeremy Vargas Joanne Laipson

Europe Editor Account Manager Office Manager Patrick Whyte Lindsay Bashan Ali McGhee

Business Reporter, Skift Table Staff Accountant SkiftX Ernest Capasso Erika Adams Branded Content Director Tourism Reporter Katherine Townsend Dan Peltier Director of Creative Strategy Assistant Editor Matt Heidkamp Sarah Enelow-Snyder Editor Alison McCarthy

Editor at Large Greg Oates

Associate Brand Strategist Dawn Rzeznikiewicz

Video Producer Richard Chen

Skift 3 TRAVEL STARTUP COMPETITION AIR PITCH 2018

The Air Pitch Startup Competition at Skift Global Forum 2018 in New York City offers the winning startup the opportunity to take their innovation to the next level at the Accenture Amadeus Alliance Innovation Center in Dublin, where they will work with travel-industry experts to turn their ideas into a reality. The Innovation Center at the Dock in Dublin is the global flagship and hub to innovation spokes worldwide, where the Accenture Amadeus Alliance is defining breakthrough offerings and new solutions, with a laser focus on the airline industry.

P.8 The Post-Experience Economy: Travel in an Age of Sameness

Every company is already marketing experiences and the smart innovators at the edge are thinking about a post- experience economy. If everyone is marketing experiences, and if everything has become an experience, what does it mean to be truly different in travel?

P.20 8 Tenets of the Post-Experience Economy

By the Numbers

P.24 Fastest-Growing Experience Categories

P.25 Shifting Up the Progression of Economic Value

P.26 External Factors That Lead to Transformational Moments

P.38 Skift Global Forum 2018

P.39 Sponsors

P.40 Speakers

P.48 Schedule of Events

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TRAVEL IN AN AGE OF SAMENESS

8 Skift Every company is already marketing experiences and the smart innovators at the edge are thinking about a post-experience economy. If everyone is marketing experiences, and if everything has become an experience, what does it mean to be truly different in travel?

By Andrew Sheivachman

If you’ve traveled recently, you’d be being left behind by consumers who are forgiven for thinking that a revolution hungry to spend money on memorable has occurred in how airlines, hotels, experiences. A vacation mediated by and activities have evolved over the a la carte ordering via mobile phone last decade. is antithetical to our vision of travel’s future, where the now-disappointing and What shiny new brands and digital mundane elements of a trip become a marketing can’t hide, though, is that the strength instead of a weakness. same old core problems afflicting travel sectors persist and have become even So what will drive this post-experience worse over time. The age of the selfie has economy? We’re not sure precisely, but made it easier for brands to rely on style it’s worth asking the question, fostering over substance, to promise something some debate, and putting forth a few different that is, in fact, deeply clichéd. ideas on what it must embrace.

Travel has always been an experience, Greater serendipity, for one, allowing facilitated by the services provided by travelers to stumble travel companies, and it’s time to fix upon new, unanticipated what’s broken. discoveries. This self-de- As commodities termination will be key like economy We’ve all seen how an abundance of to the post-experience flights and options has affected how people travel economies, as travelers and the state of competition in the travel become co-creators. The standard hotel industry at large. In just 20 years, travel idea of co-creating your rooms have buying practices have undergone a series travel experience is a become marketed of revolutionary changes. While choice theme that has received has increased, so too have the number some attention. Richard as experiences of intermediaries, adding to confusion Sharpley, a professor instead of in the buying process. of tourism & develop- products, the ment at the University of As commodities like economy flights Central Lancashire, has legacy travel and standard hotel rooms have become described the third and industry is facing marketed as experiences instead of final phase of tourism’s an identity crisis. products, the legacy travel industry is evolution as “the post-ex- facing an identity crisis. perience economy in which tourists have become not passive The post-experience economy, as Skift consumers but active co-creators of the sees it, represents a paradigm that travel tourist experience.” brands will have to embrace at the risk of

Skift 9 Travel brands must strive to constantly tend not to happen in a hotel lounge facilitate that moment of unexpected or around other tourists. discovery that can turn a trip from something banal into an unforgettable A 2017 SkiftX survey on transformative experience. Without a solid core experi- travel found that 38.8 percent of those ence, though, creating the grounds for polled said the people around them serendipity becomes nearly impossible. led to a transformative moment, while 35.2 percent said a spontaneous and The research behind the original experi- unexpected adventure did the same. Just ence economy, a term coined by consul- 8.7 percent, for contrast, felt transformed tants Joseph Pine and James Gilmore by their accommodation. in the 1990s, posited that companies can charge more for their offerings by Discovery and serendipity have been transforming services into experiences. superseded, particularly in popular Compare Starbucks to your local hole-in- destinations where the main attractions the-wall coffee shop, for instance, or are swamped with tourists from across consider the impact of Disney on the the globe. Have you really been to Paris expectations for the family vacation if you didn’t take a selfie in front of the experience. Transformation follows after Eiffel Tower? Have you been to Rome experiences, according to their thesis, without proof you posed in front of creating a product that ensures an Trevi Fountain? Can planting trees in a impact can be made on a customer’s hurricane-ravaged forest really change psychology. who you are or transform your outlook?

Something funny has happened in travel The answer, it should go without saying, over the last decade, though, that doesn’t varies from person to person, and from align exactly with this thesis. Hotels, moment to moment, in ways no one can airlines, cruise lines, and other sectors predict. Marketing commodities like a have started selling commodity products seat on an airplane or a room in a hotel as as if they were experiences. Marketing transformative is a particularly misguided for these sectors followed suit, appealing strategy; customers lose all their context to travelers on an emotional level and for making a buying decision and come promising a certain experience instead away disappointed when of a service. But make no mistake, most reality doesn’t live up to What is memorable of these companies are selling travel the hype. services, and calling a service an experi- about a trip, most ence instead doesn’t make it so. The travel experience often, comes down almost never lives up to interacting with The industry has been ill-served by the to expectations sold to term transformative travel and all the travelers, unless you are the people and moralistic pandering that comes with it. willing to pay for a luxury culture around you. By marketing trips as personally trans- experience; and even The unexpected formative, the sector has undermined then, you are subject to moments that are itself by prescribing what a vacation is the randomness of bad supposed to be. weather and unmotivated unpredictable and tour guides. Often, these ultimately force What is memorable about a trip, most are features of a partic- you to look at the often, comes down to interacting with ular destination and not the people and culture around you. The a problem to be solved. world differently unexpected moments that are unpre- Travelers, though, crave with a new sense of dictable and ultimately force you to look experiences that move understanding or at the world differently with a new sense them emotionally and let of understanding or humility. These them look at the world humility.

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How can travel brands embrace discovery and serendipity, keeping consumers within their platforms while allowing for the unexpected experiences that define an amazing trip?

What lies beyond the experience economy is a world where travel brands act as trusted guides, allowing travelers to define their experience as co-creators without being prescriptive about outcome. First, though, a focus on reforming the fundamentals of service provided by travel companies is necessary to create fertile ground for industry innovation and consumer choice.

THETHE DISCOMFORT DISCOMFORT INDUSTRY INDUSTRY

Each sector of travel has to make a serious effort to solve the pain points that are now seen as inescapable for consumers. So many parts of the core travel experience are completely antithetical to the espoused value and marketing of travel brands. It’s time for global travel brands to admit their failings and embrace a base level of quality, outside of the luxury and upscale sectors which thrive on solving these service issues.

Covering up the unpleasant nature of the air travel experience with expensive lounges or more diverse dining options, for instance, doesn’t make up for It’s time for global uncomfortable seating arrangements or delays that shatter a carefully crafted vacation. travel brands to admit their failings A cool bar with microbrews in an aging, neglected hotel doesn’t make a traveler’s guestroom experience and embrace a base any better. A restaurant with Edison bulbs hanging overhead and complicated cocktails isn’t compelling level of quality, if the food is bland and expensive. What good are outside of the improvements to business class seating for the 200 other people crammed together in economy class? luxury and upscale sectors which Regarding experiences and activities, data show that travelers will book these in destination; earlier this year, thrive on solving Skift Research found that only 19 percent of travelers will book a tour or activity a month or more in advance. these service issues. This means the battle to sell add-on experiences will be fought long after the basics of a trip are booked.

Companies need to reinvent and fix the core components that drag down the basics of the experiences offered to customers, with an eye on enabling choice and creating an ennobling experience outside of that core.

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Changing the way we work Skift 13 TOURISM AS HOTELS ON THE INNOVATORTOURISM AS FRONT LINES

In the midst of an unprecedented democ- Not only can brands not sell something ratization of travel, tourism at large has they can’t reproduce, they shouldn’t struggled with growing pains that have equate serendipitous, emergent experi- had a negative impact on destinations ence with a discrete product outside the and tourists alike. brand core. What is the value of staying at a Kimpton, for instance, if Kimpton The most impactful experiences can happen is simply selling you products from a when you least expect it, in destinations suite devised at the corporate level of that have been deemed dangerous or InterContinental Hotels Group? unseemly by the media, or when you see through the seams of an experience that Hospitality giants are building platforms has been carefully constructed to provide to capture demand for experiences, selling a particular outcome. Smart tour opera- activities or providing access to restau- tors know this, and this is why they are rants and events. Marriott International baking freedom and downtime into the and AccorHotels have led the way, with design of tours. AccorHotels in particular making a big bet on pushing beyond the traditional “Customers are looking for experiences and hospitality mindset that silos hotel brands moments that are unique and shareable from the everyday lives of consumers. for them,” Jeff Russill, senior vice president While it will be nice financially to take a of marketing and product for tour operator cut of all these purchases, the emergence G Adventures, told Skift. “With traditional of platforms like AccorLocal doesn’t bode tourism packages where everything is well for hotel brands cultivating their prescribed and cookie-cutter, it’s really own aesthetics and intangibles. hard to deliver that because of how they’re built in the first place.” Why innovate on the property level when you can effectively Aside from the greatest hits, tour guides outsource experiences, and The paradox now actually direct tourists to the experi- take a cut of profit, instead? of choice ences that will hold the most interest for Should a concierge recom- them, even if they sit outside of the theme mend a restaurant from resulting or structure of the overall multi-day tour. his experience if it can’t be from so many In most cases, something experiential just monetized? means an unexpected or untraditional purchase experience. By acting as guides and The paradox of choice result- subverting expectations, tour operators ing from so many purchase options just are learning on the fly how to become options just a tap away will a tap away more indispensable to travelers. lead to consumer confusion and paralysis. Hotel brands, will lead to This model should be instructive for in particular, can capitalize consumer other sectors of travel, as well; instead of on guiding customers toward upselling, tour operators are now increasing proper experiences. A menu confusion and their value to customers by improving the of options is no match for quality of their experience. the sense of excitement paralysis.

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Untitled-1 1 8/14/18 11:56 AM that comes from discovering something new abdicated by the traditional hotel concierge. and unexpected. Airbnb understands this deeply, as evinced by its Airbnb Experiences platform. Hotels are on the front line of the traveler experience, and this is an advantage they should The growth of Airbnb has shown how powerful maintain and improve on in a world where challenger brands can become in the travel Amazon and Google are sniffing around moving industry, so expect more global hospitality more deeply into travel. players to embrace variety as they compete for customers. Without a rock-solid and scalable Hotels represent part of the fabric of a city, though, level of service on the property level, hotels even if tourists do not, and by cultivating a range will lose out on loyalty and guests will look to of offerings outside the traditional hotel or tour competitors instead. experience, they can create a more memorable stay for travelers. Luxury hotels understand this best, with brands like Ritz-Carlton and upscale DELAYS AND DESPAIR boutique hotel brands integrating local atmosphere and activity options into their overall product Despite the global growth of the air travel sector offerings that add up to something that is more into low-cost and emerging markets, the overall than the parts. experience for travelers has suffered due to consolidation and economic pressure on the “I just went to a Bruce Springsteen concert and fundamentals of the industry. Seats have shrunk, he said that the most important equation in life is bizarre incidents involving passengers and pets one plus one equals three,” hotelier Ian Schrager have skyrocketed, and it seems like the flying told the architecture and design magazine Dezeen experience has been eroded with the intent to in June. “You need that for love, you need that to force travelers to spend money. make music and you need that to make a great hotel. You put all the details together and you “In Europe and Asia, airports are owned and run wind up with something that is more than the by private corporations, or semi-private corpo- sum of the individual parts.” rations,” said airport architect Pat Askew, who leads the aviation architectural and interiors Doing away with the concept of living like a local practice at HKS. “They’re only in the business will help hotels adapt. If you travel somewhere, to make money, and sometimes they operate you simply aren’t a local; this trend has led to in an environment where airline fees and ticket a treacherous flattening of aesthetics in hotels charges are regulated so the airports have to and restaurants worldwide, often with serious make up the difference by selling a lot of stuff economic ramifications for businesses that through retail, or through food … you’re kind of resist change. stuck, and people, I guess out of boredom, or curiosity, will go spend money.” Smart boutique brands are already experimenting with this, toeing the line between local hangout At the same time, particularly in the U.S., the and a hub for guests, but face a challenge of quality of airports has declined remarkably. remaining relevant to travelers as they spend There are often not even enough seats for flyers most of their time outside a hotel’s walls. Better at their gates, and exorbitant prices compel marketing also plays a part in this; hotels need travelers to spend on creature comforts to dull to learn how to stand out from the morass of the pain of delays and poor service. The vast generic Instagram posts and hashtags that have majority of travelers book air travel based on blended together into a distracting blob. price; the experience is going to be lackluster no matter what, so it’s not worth paying more The variety of different products offered by to fly economy on one particular airline. Airbnb has shown that choice is essential to the contemporary traveler. The relationship between This exposes another fallacy of the experience guest and host can have a deep impact on a economy in travel: Simply grafting experiences trip, for instance, as hosts often fill the position onto a broken core of services does little to

16 Skift TheThe Future Future of of ConversationalConversational CommerceCommerce

— Join— us on September 27th Join us on September 27th in the Patron’s Lounge. in the Patron’s Lounge.

Skift 17 alleviate the overall pain Simply felt by travelers. Take the VARIETY AT SEA growth of airport lounges grafting around the world and the experiences In the midst of a global building boom, the cruise intense demand for an onto a industry has been effective at improving its core escape from the rigors product offerings while embracing a variety of of a traditional airport broken core restaurant, attraction, and activity options for terminal. In many cases, of services customers. the quality of lounges does little for economy passengers Royal Caribbean International has been perhaps has declined as demand to alleviate the most effective major line at adding new has increased, driven by the overall attractions into the core cruise value proposition: services like Priority Pass pain felt by Robot bartenders, bumper car arenas, skydiving that grant increased simulators, and the promise of an upgraded private access. Still, it’s hard to travelers. island in the Bahamas have helped the brand argue that time spent morph from an economy product to something at the airport is not a waste, whether you are more high-touch. Carnival Cruise Line, as well, sitting at the gate anticipating your vacation was able to weather a string of public relations destination or downing an overpriced coffee on disasters earlier this decade by advertising the the way to your next sales meeting. cruise experience as an affordable, fun-filled escape. Airlines are perhaps the most constrained of any travel sector when it comes to turning flights The cruise industry, though, faces two major from a drag into a memorable experience. Their challenges: dealing with a potential lag in business model is based around filling every seat consumer demand after building too many ships, on a plane, since the planes are flying no matter and innovating on the product side to bring in what; shrinking seats and reduced amenities have first-time cruisers. resulted from the financial pressure placed on public airline groups. Competition from newer The solution is for cruise lines to further specialize airlines offering bare-bones service for a reduced in terms of design and experience, using ships price have forced major airlines to rethink how as laboratories to experiment with new concepts they sell flights, stripping out things that used to and diverse experiences at sea and on land for be included and selling them back to consumers. those traditionally underserved by mainstream cruising. Simply selling cruising as an experience We dubbed this phenomenon ‘Hate-Selling’ years isn’t enough; the core product has to reflect the ago, and it’s only intensified since then. The path quality and diversity of experience present in forward for airlines is to differentiate on service shore excursions and upscale sections of the ship. instead of price, since competing airlines are in a constant race to the bottom on airfares in order to fill their planes up. The continued success of RETURN TO CORE Southwest Airlines, JetBlue, and others show that offering a better core experience is not If everything in travel has become an experience, only a sound business decision but attractive the experience more often than not is disappoint- to flyers as well. ing. It is vital for global travel brands to take a serious look at their core product offerings and Financiers and industry consultants will say this identify the misfires that drag down the experi- is impossible for airline groups to accomplish, ence for travelers. From there, they can innovate. but change is necessary for the traveler to come first and for the flight service to evolve into an As we look ahead at Skift, we see trend lines experience. converging around a future with better service

18 Skift for travelers in addition to more choice. The challenge of figuring out exactly how digital platforms will enable brands to sell cohesive, powerful experiences instead of a variety of disconnected services has yet to be resolved.

As we explored at length during our first annual Skift Tech Forum earlier this year, the promise of personalization in travel will likely never adhere to the vision of artificial intelligence-powered platforms automatically predicting what people will enjoy. This is why humanity and compassion will be key to creating a serendipitous experience for travelers going forward, regardless of sector.

The only true way for travel companies to differentiate is to compete on the quality and dependability of their core products. As airlines move beyond the cabin and hotels beyond the guestroom, a new focus on the core services that travel brands provide should emerge once again.

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Skift 19 1

he future of travel is humane and TT compassionate. Travelers will have a more active role in curating their experience, breaking down the status quo in the process.

2 ew add-ons and ancillaries NN can’t fix broken core services. Brands must first differentiate on quality of service, not technology tools or peripheral activities. 20 Skift 3

igital experience marketplaces will DD fall prey to the paradox of choice. Fragmentation means brands competing on price instead of service have the most to lose.

hallenger brands have the CC most to gain from this shift; they don’t have to fix what’s broken. New industry entrants with a premium quality of service will have an advantage against existing behemoths. 5

ime well-spent is more TT important than time saved. As digital platforms come to mediate in-trip discovery, user experience will be crucial.

Skift 21 6

erendipity can be a huge advantage SS for hospitality and will come to dominate the travel experience as brands experiment with enabling choice.

aintaining the illusion of discovery MMduring travel will be crucial. Co-creation is one way to create a compelling outcome for individual travelers within the bounds of a particular brand or travel product.

s brands sell experiences as 8 AA separate products, they lose the focus on improving their core product. Stronger integration between a product’s central value proposition and new experiences will become powerful.

22 Skift Great travel expectations

Collinsons’ EVP of Americas, What’s new at Collinson? Lars Holmquist, gives his view on In short a lot! We’ve taken the exciting step of bringing together all of our individual companies the travel industry and this year’s as one entity, meaning we have re-branded ICLP’s Skift Global Forum. loyalty marketing agency and Collinson Latitude’s loyalty commerce specialism. As Collinson, we are What excites you about the future of the travel now better able to serve the challenges of our clients industry? and their choice-rich consumers. Travel is an industry that has the ability to touch Many of our travel clients have already experienced people’s lives in a way that many other verticals can the benefits of these changes as we continue to only dream of doing. Helping to connect and educate maximize ancillary revenue opportunities and deliver people and cultures, create lasting memories and to smarter and more engaging loyalty programs. make the unknown and unreachable, a reality. A particular growth area for us is in Card-Linked Offers and we’re excited to see a real uptake of this Technology is of course a significant facilitator to proposition as more brands look to create more much of this opportunity, and it’s this and our drive ‘everyday’ engagement with their members. to deliver smarter and more personalized traveler experiences that really motivates me about the future of our industry. What does Collinson bring to the travel industry? It’s a fascinating time for the travel industry. Brands What are you excited to see at this year’s Skift from all verticals are jostling for customer attention Global Forum? as they expand into complementary and more experience-based offerings. Given our 30 years The Skift Global Forum conferences are considered global experience helping over 90 airlines and 20 by many as the TED talks of the travel industry, hotel groups to enrich the traveler experience, which is naturally a great barometer for the quality change and innovation is undoubtedly in our DNA. of content, insight and debate that you can expect to experience. If you’re interested to know more about what we do, please feel free to contact me below. What always fascinates me is the lessons to be learnt from all corners of the industry. As we all strive to join the dots in delivering the best travel Like to connect with Lars? experiences for our clients and their customers, sometimes looking over the fence to brands in Email: [email protected] other industries can often inspire the greatest Visit: collinsongroup.com insights and results.

Smarter Experiences. Deeper Devotion. Historical and Heritage Tours 125% Sunset Cruises 86% Private Day Trips 79% 2017 Snorkeling 70% Kayaking and Canoeing FASTEST- 67% Sailing Trips GROWING 61% Catamaran Trips EXPERIENCE 60% Cooking Classes CATEGORIES 57% Food Tours (GLOBAL) 57% Museum Visits

Year-Over-Year Growth 54% in Total Booking Count Undifferentiated

Source: TripAdvisor

24 Skift SHIFTING UP THE PROGRESSION OF ECONOMIC VALUE

Differentiated Relevant to

Experiences

Services

Competitive Needs of position customers

Goods

Commodities

Undifferentiated Irrelevant to

Market Pricing Premium

Source: The Experience Economy Updated Edition, Pine and Gilmore Skift 25 EXTERNAL FACTORS THAT LEAD TO TRANSFORMATIONAL MOMENTS

The people on the trip 38.8% Spontaneous, unexpected adventure 35.2%

Food, arts, culture, or entertainment 34.1%

Spiritual or wellness activity 21.9%

None of the above 12.3%

The accommodation I stayed at 8.7%

A business event or conference 6.3%

Source: SkiftX report, The Rise of Transformative Travel

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@skifttable @skifttable @skifttable The Future of Data-Driven Decision-Making

Now more than ever, travel companies are leveraging data and analytics to make more informed strategy decisions and drive competitive differentiation. Yet, in a recent study, less than 20% of business leaders across industries said their organization is getting a sufficient return on investment in analytics. So what separates the leaders from the laggards?

Join us on Thursday, September 27th at 11:55am to hear Margaret Shine, senior vice president at Mastercard, discuss how leading travel companies are harnessing insights and analytics to reduce the uncertainty that accompanies innovation, arrive at the right data-driven answers, and most importantly, translate those insights into actions that meaningfully drive growth and profitability.

To learn more, please visit www.mastercardadvisors.com.

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Skift Global Forum 2018 39 Speaker Bios

Geetika Agrawal Rafat Ali Edward Bastian CEO, VAWAA Founder & CEO, Skift CEO, Delta Air Lines

Geetika Agrawal is the founder and CEO Rafat Ali is the founder and CEO of Skift, As CEO of Delta Air Lines, Edward Bastian’s of VAWAA, a curated marketplace to book the largest business intelligence and primary responsibility is to champion the immersive, one-on-one apprenticeships marketing platform in travel, providing company’s employee-driven, customer- with master artists and craftsmen around news, information, data, and services to focused culture and inspire the spirit the world. In the hyper-digital 21st century, all sectors of the world’s largest industry. of innovation that is the foundation of her mission is to humanize travel, create Previously, he was the founder of paidContent Delta’s success. An 18-year Delta veteran, opportunities for deep personal growth, and ContentNext, now owned by UK’s Bastian was a central part of the team and revive the lost art of apprenticeship. Guardian News and Media. Prior to that, that led the airline from bankruptcy to its Previously, she was a creative director at he was managing editor of Silicon Alley current position as the industry’s leader. R/GA, an award-winning global design and Reporter. Ali was the Knight Fellow at Named Delta’s CEO in May 2016, Bastian is innovation agency, leading product and Indiana University, where he completed his committed to putting Delta’s shared values experience design for brands like Lincoln master’s in journalism, 1999–2000. Prior to of honesty, integrity, respect, perseverance, Center, Mastercard, Disney, and AARP. In that he completed his B.Sc. in computer and servant leadership at the core of every 2015, she co-founded FoodxThought, a engineering from AMU in Aligarh, India. decision. Under Bastian’s leadership, Delta dinner event created by travelers for locals. is focused on operating the nation’s most Robert Chavez reliable and customer-centric airline, Carla Campos President & CEO, expanding its global footprint, and striving Executive Director, Hermès of Paris Inc. to become the airline of choice for the next Puerto Rico Tourism Company generation of travelers. Robert Chavez was appointed president Chip Conley Carla Campos is the executive director of and CEO of Hermès of Paris Inc. in August Strategic Advisor for Hospitality the Puerto Rico Tourism Company, the 2000. Chavez oversees the U.S. and Latin and Leadership, Airbnb tourism agency of the government of America. Under his direction, Hermès Puerto Rico. In this role, she is responsible became the premier luxury house to lead for destination planning, development, in the revitalization of lower Manhattan Chip Conley is a leader at the intersection of policy, management, and collaborating and opened a store on Wall Street in 2007. business and psychology. At 26, he founded with Discover Puerto Rico, the newly In 2010, Chavez opened the first Hermès Joie de Vivre Hospitality, which became created destination marketing organization Boutique for Men in the world in New York. the second largest boutique hotel brand tasked with sales and marketing. As a There are 28 Hermès boutiques in the U.S. in the U.S. After 24 years as CEO, he sold member of Governor Ricardo Rosselló’s and a .com site. A native of San Antonio, his company and Airbnb’s founders invited cabinet, Campos has spearheaded the Texas, Chavez is a graduate of Princeton him to help transform their homesharing design and implementation of Puerto University. startup into the world’s leading hospitality Rico’s tourism recovery plan after Hurricane brand. Conley is the bestselling author of Jack Ezon María, enabling a rapid-pace recovery for five books. In his next, Wisdom at Work: President, Ovation Vacations the destination. She obtained a master’s The Making of a Modern Elder (Currency, in tourism administration from George September 2018), he shares his experiences Washington University. as both student and sage at Airbnb. Jack Ezon is president at Ovation Vacations, Christine Duffy Glenn Fogel a travel company specializing in luxury President , Carnival Cruise Line President & CEO, travel experiences. In his role, Ezon oversees Booking Holdings the agency’s independent contractors and in-house vacation consultants. Ezon has Christine Duffy is president of Carnival Cruise grown Ovation’s leisure business from $3 Glenn Fogel is the president and CEO of Line, the world’s largest and most popular million to over $400 million by catering Booking Holdings, a position he has held cruise line, overseeing 40,000 employees to Ovation’s high-end corporate clients. since January 2017. He previously served and a fleet of 25 cruise ships, carrying five as the head of worldwide strategy and million passengers annually. She serves on planning, an office he had held since the executive committee of the U.S. Travel November 2010. He was also executive Association and the Professional Advisory vice president, corporate development — a Board of St. Jude Children’s Research position he had held since March 1, 2009, Hospital. Previously, Duffy spent four and was responsible for worldwide mergers, years as president and CEO of the Cruise acquisitions, and strategic alliances. Fogel Lines International Association, the trade joined Booking Holdings in February 2000. association representing the $120 billion Prior to that, he was a trader at a global global cruise industry. asset management firm, and prior to that, was an investment banker specializing in the air transportation industry. Fogel is a member of the New York State Bar (retired).

40 Skift Global Forum 2018 Joanna Geraghty Greg Greeley Muna Haddad President & COO, JetBlue President of Homes, Airbnb Founder & Managing Director, Baraka

Joanna Geraghty is president and chief Greg Greeley is president of Airbnb’s Homes Muna Haddad is the founder and managing operating officer of JetBlue, responsible for business, which includes more than 4.5 director of Baraka, a company that specializes operations and commercial performance million listings in 81,000 cities around in sustainable tourism development. Baraka including network, brand, and marketing the world, and the Airbnb for Everybody provides consulting services for governments, and revenue management. Geraghty’s focus strategy, including Airbnb Plus, Airbnb non-governmental organizations, and the is on delivering a leading customer service Collections, the Superhost program, and the private sector, looking to utilize tourism as experience, and enhancing operational and new Superguest initiative. Before Airbnb, an economic development tool. Haddad has commercial performance while nurturing Greeley spent over 18 years at Amazon, been contributing new models of community- JetBlue’s unique culture. Geraghty is where he most recently managed Amazon’s based tourism, revitalizing secondary president of the JetBlue Foundation Global Prime program. Greeley has also held tourism destinations, and developing and chairperson of the board of Concern leadership positions at Sun Microsystems, community-driven microenterprises, Worldwide, an international nonprofit. United Airlines, and McDonnell Douglas. creating jobs and restoring dignity to Greeley holds an M.B.A., a master’s in systems marginalized communities. Haddad is also Barney Harford management, and a B.S. in engineering. the founding president of the Jordan Trail Chief Operating Officer, Uber Association, instrumental in the creation Kristen Hawley of the Meaningful Travel Map of Jordan. Senior Editor, Skift Table Kenneth Himmel Barney Harford is Uber’s chief operating President & CEO officer, responsible for global ridesharing Related Urban strategy, operations, marketing and customer Kristen Hawley is senior editor at Skift Table, support. He is also responsible for the fanatically focused on the business of dining company’s food-delivery business, Uber out. Prior to working on the recent launch Kenneth Himmel is president and CEO of Eats. Harford previously served as CEO and of Skift Table, she wrote and distributed the Related Urban, the nation’s leading developer board director of Orbitz Worldwide from 2009 Chefs+Tech weekly newsletter, acquired of large-scale mixed-use properties. Under to 2015. Prior to Orbitz Worldwide, Harford by Skift last year, covering the evolving Himmel’s leadership, Related Urban has served in a variety of roles at Expedia, Inc. 21st-century restaurant experience. In captured the world’s attention with iconic, from 1999 to 2006 including as president addition to various editorial positions, award-winning destinations that include of Expedia Asia Pacific from 2004 to 2006. she has worked with clients including the CityPlace in West Palm Beach; Time Warner Prior to Expedia, Harford was a strategy National Restaurant Association, OpenTable, Center and Hudson Yards in New York; The consultant with The Kalchas Group. Salido, Upserve, and others in the restaurant Grand in downtown Los Angeles; Related technology industry. Santa Clara in Santa Clara, California; and Richard Holden The Galleria and Al Mayray Central in Abu Vice President, Product Mark Hoplamazian Dhabi, United Arab Emirates. Himmel is an Management, Google President & CEO, expert in creating thriving developments Hyatt Hotels Corporation that bring forth the energy and vitality of Richard Holden is responsible for the an urban destination that resonates with product strategy for Google’s travel-related Mark Hoplamazian has served as president existing local lifestyle and culture. products. In this role, Holden manages a and CEO of Hyatt Hotels Corporation for 11 Robert Isom team of product managers who work with years. Prior to this role, Hoplamazian served President, software engineers to define, build, and as president of The Pritzker Organization American Airlines Group launch new features and enhancements (TPO), the principal financial and investment related to Google’s hotel, flight, and adviser for Pritzker family business interests. destination search offerings as well as During his 17-year tenure with TPO, he was Robert Isom is president of American Airlines Hotel Ads. Prior to joining the travel team, an adviser to various Pritzker family-owned Group and American Airlines, its principal Holden worked on the Google AdWords companies, including Hyatt Hotels Corporation subsidiary company. In this role, he oversees product management team in a variety of and its predecessors. He previously worked American’s operations, planning, marketing, roles from 2002 to 2013. Holden earned his in international mergers and acquisitions sales, alliances, and pricing. Isom previously M.B.A. and J.D. with honors from Stanford at the First Boston Corporation in New served as executive vice president and chief Graduate School of Business and Stanford York City. operating officer at American after holding Law School. those same positions at US Airways. Prior to joining US Airways, Isom served as chief restructuring officer for GMAC, LLC. and as senior vice president, ground operations and airport customer service; vice president, international; and vice president, finance for Northwest Airlines.

Skift Global Forum 2018 41 Speaker bios

Steve Kaufer Thomas Keller Carolyn Kremins CEO, Chef / Proprietor, Thomas President, Skift TripAdvisor Inc. Keller Restaurant Group

Steve Kaufer co-founded TripAdvisor in Thomas Keller is renowned for his culinary Since her arrival as president of Skift in 2016, 2000 with the mission to help travelers skills and his exceptionally high standards. Carolyn Kremins has expanded Skift’s global around the world plan and book the perfect He has established a collection of restaurants footprint into Europe, Latin America, and trip. Under his leadership, TripAdvisor has that set a new paradigm within the hospitality Asia, delivering revenue increase of more grown into the largest travel site in the profession. He is the first and only American- than 50 percent year-over-year for the past world. As CEO, Kaufer has led the growth born chef to hold multiple three-star ratings two years. She works in lockstep with the of TripAdvisor, which includes 24 other from the prestigious Michelin Guide, as Founder/CEO trailblazing media, research and travel media brands that operate in 48 well as the first American male chef to events on behalf of the company. Kremins markets worldwide. Kaufer holds several be designated a Chevalier of The French is an award-winning recognized media software patents. He is on the board of Legion of Honor, the highest decoration in executive and branding expert who built directors at Glassdoor, CarGurus, and the France. He has received countless accolades, incubator brands (Skift, Maxim, The Week, Neuroendocrine Tumor Research Foundation. including The Culinary Institute of America’s Cookie) and reimagined venerable brands Kaufer has a degree in computer science Chef of the Year Award and the James (Brides, Conde Nast Traveler, epicurious) from Harvard University. Beard Foundation’s Outstanding Chef and to fresh success. Outstanding Restaurateur Awards. Lisa Lutoff-Perlo Colin Nagy President & CEO, James McBride Head of strategy, Celebrity Cruises CEO, Nihi Hotels Fred & Farid

Lisa Lutoff-Perlo believes in opening up the Colin Nagy is head of strategy at Fred & world through travel and has been called, Recently recognized as “One to Watch” Farid, an independent, global creative “the force behind the world’s coolest new by Bloomberg Businessweek’s Bloomberg agency with offices in Paris, Shanghai, cruise ship, Celebrity Edge.” Lutoff-Perlo is 50 and awarded Independent Hotelier of New York and Los Angeles. Previously, he an avid champion of diversity. One of her the World by Hotels magazine. McBride was on the leadership team of Barbarian first decisions was to hire the first American transitioned to hotel entrepreneur in 2012 Group, a digital advertising agency named female cruise ship captain, and has raised when he partnered with friend and investor as one of the “worlds most innovative” the ratio of women on the bridge from 3 Chris Burch on the acquisition of Nihiwatu, by Fast Company. Nagy writes the “On to 20 percent. She leads Royal Caribbean which evolved into NIHI Sumba and further Experience” column for Skift, focusing on Cruises Ltd.’s Global Marine Organization, NIHI developments in Costa Rica and tourism, innovation, and hospitality with ensuring that the corporation’s 50 ships run Mexico . Prior to that he was president of a global viewpoint. safely, smoothly, and efficiently, overseeing YTL Hotels. McBride career started at The Mark Okerstrom assets worth $20 billion. Lutoff-Perlo is active Ritz-Carlton Hotel Company where he spent President & CEO, in community-building, philanthropic, and 14 years. Other ventures include partner Expedia Group Inc. women’s organizations worldwide. of Zanadu, a Chinese travel portal, investor and advisor to Sir Kensington’s, condiments Sean O’Neill recently acquired by Unilever. Mark D. Okerstrom is president and CEO Travel Tech Editor, Skift of Expedia Group, Inc. which operates a Greg Oates portfolio of over 200 of the world’s leading Editor at Large, SkiftX online travel sites and related travel services Sean O’Neill is the travel tech editor at around the globe. Okerstrom is a member Skift, covering enterprise vendors, startups, of the board of directors of Expedia Group and other sources of innovation. He has Greg Oates is the editor at larger of SkiftX, and chairman of the supervisory board of talked about travel industry issues for exploring the future of urban tourism directors of trivago N.V. Okerstrom previously MSNBC, CNN, and ABC News, among other development, the global meetings and served as EVP of operations and CFO. He outlets. Prior to Skift, he was most recently events industry, and the rise of cities first joined Expedia Group in 2006, and in editor-in-chief of Tnooz and the travel tech as digital platforms. As an advocate for 2009, was appointed to SVP and dead of columnist at BBC Travel. business events that leverage the collective corporate development and strategy. Prior, knowledge of all participants both online Okerstrom worked with Bain & Company, and offline, he is often asked to speak about UBS Investment Bank and Freshfields trends reshaping the meetings sector. Prior Bruckhaus Deringer. to Skift, Oates traveled to more than 50 countries on assignment for national trade and consumer media covering tourism and hospitality development strategy.

42 Skift Global Forum 2018 Hannah Sampson Dennis Schaal Ian Schrager News Editor, Skift Executive Editor / Founder, Ian Schrager Founding Editor, Skift Company

In addition to serving as Skift’s news Dennis Schaal was a member of Skift’s Since the 1970s, entrepreneur Ian Schrager, editor, Hannah Sampson covers the cruise founding team in 2012 as employee No. 1. founder and chairman of Ian Schrager Company, industry and theme parks. She also hosts In addition to his executive editor duties, he has achieved international recognition for the Skift podcast. Before joining Skift, she writes about online travel and identifies trends concepts that have revolutionized the reported for the Miami Herald, where she in the most dynamic sector in e-commerce. entertainment, residential, and hospitality most recently wrote about airlines, cruise Among his notable accomplishments at industries. His passionate commitment to the lines, hotels, destination marketing, and Skift, Schaal wrote Skift’s groundbreaking, modern lifestyle has been expressed through a attractions for the newspaper’s business 50,000-word Definitive Oral History of Online series of pioneering concepts including Studio section. Sampson was born in Miami and Travel, tracing online travel’s evolution from 54 and Palladium nightclubs, 50 Gramercy graduated from the University of Miami its earliest days to the mid-2000s through Park North, 40 Bond, 215 Chrystie Street, and with a degree in journalism. She lives in the words of the founders and CEOs who 160 Leroy residential developments, and Manhattan with her husband and two dogs. built the sector. In his prior work, Schaal Morgans Hotel Group, EDITION Hotels, and contributed to USA Today, Phocuswright, J. Allen Smith PUBLIC Hotels. Schrager’s groundbreaking Tnooz, and Travel Weekly. President & CEO, concepts have changed the business and set industry standards that continue to be Four Seasons Arne Sorenson imitated throughout the world. President & CEO, J. Allen Smith is president and CEO of Four Marriott International Rebecca Stone Seasons Hotels and Resorts, and oversees Senior Research Analyst, Skift the company’s global portfolio of hotels, Arne Sorenson is president and CEO resorts, and branded residences. Since of Marriott International Inc. Following joining Four Seasons in 2013, Smith has Marriott’s September 2016 acquisition of As part of Skift Research, Rebecca focuses on led the development and execution of the Starwood Hotels and Resorts, the company analyzing companies’ strategic positioning company’s long-term strategy of creating now includes more than 6,500 properties and trends impacting the travel and shareholder and hotel owner value, while across 30 leading hotel brands spanning hospitality space. Prior to joining Skift, strengthening Four Seasons’ competitive 127 countries and territories. In fiscal year Rebecca worked in equity research focusing advantages and extending the brand’s 2017, Marriott reported revenue of more primarily on lodging, leisure, and gaming legendary service culture to new markets. than $22 billion. Sorenson joined Marriott companies. Smith holds a bachelor’s degree in sociology in 1996. He became the third CEO in the from Cornell University and a Master of company’s history in 2012 — and the first Deanna Ting Professional Studies (M.P.S.) degree from without the Marriott surname. Prior to Hospitality Editor, Skift Cornell’s School of Hotel Administration. that, he served as Marriott’s president and chief operating officer. He has held a Brian Sumers number of positions, including executive Aviation Business Editor, Deanna Ting is the hospitality editor at Skift. vice president, chief financial officer, and Skift Prior to joining Skift, she has been an editor president of continental European lodging. for travel trade publications that include: Successful Meetings, Incentive, Travel Agent, Brian Sumers covers the global aviation Jan Swartz Luxury Travel Advisor, and TravelAge West. business for Skift from Los Angeles, with a President, Princess Cruises Her writing has won accolades from the focus on technology and innovation. Before Jesse H. Neal Awards, the Azbees, FOLIO: joining Skift in June 2016, he wrote about Eddie Awards, and the North American airlines for several publications, including Jan Swartz serves as president of Princess Travel Journalists Association. Most recently, Condé Nast Traveler, Aviation Week, and Cruises, a role she has held since November she wrote Skift’s Complete Oral History of the Los Angeles Times. Sumers is a magna 2013, after serving more than 15 years in Boutique Hotels. A graduate of UCLA and cum laude graduate of Northwestern senior leadership roles for the premium a native Angeleno, she currently lives in University’s Medill School of Journalism, cruise line. She leads a worldwide cruise New York City. and he has a master’s degree in journalism and tour company operating a fleet of 18 from USC’s Annenberg School. Earlier in modern ships as well as lodges in Alaska. his career, he reported for the Tampa Bay Swartz leads the team that introduced the Times, St. Louis Post-Dispatch, and Los Princess brand in Asia and also serves as Angeles News Group. group president of Carnival Australia, a role to which she was appointed in December 2016. As group president, she provides executive oversight for P&O Cruises Australia. She holds an M.B.A. from Harvard Business School and a B.A. from the University of Virginia.

Skift Global Forum 2018 43 Speaker Bios

Sponsor Speaker Rob Torres Matthew Upchurch Bharet Malhotra Managing Director of Chairman & CEO, Senior Vice President of Advertising and Marketing, Virtuoso Hospitality Cloud, Cvent Travel Sector, Google

With over 20 years of travel industry Visionary and entrepreneur Matthew Bharet Malhotra has been at Cvent since experience, Rob Torres serves as Google’s Upchurch has parlayed his vision of a its inception (18+ years), and for the past managing director of advertising and global travel industry network into Virtuoso, decade has led the Hospitality Cloud. He marketing for the travel sector. Torres a multibillion dollar, by-invitation-only has been involved in building Cvent to over oversees the strategy development and enterprise of more than 17,000 exceptional 3,500 employees as well as building the profitable growth of integrated marketing travel advisors and travel providers. As Hospitality Cloud division, which has over campaigns. His group serves some of the chairman and CEO, Upchurch oversees 7,000 customers across multiple product largest travel brands in the U.S. the marketing, sales, and technology lines. Prior to Cvent, Malhotra worked in systems that make Virtuoso one of the most investment banking where he executed Sponsor Speaker respected and successful companies in the mergers, acquisitions, joint ventures, Stephen Ferneyhough luxury travel arena. Virtuoso continually alliances, and partnerships globally. He Managing Director, Global Lead, implements new programs that provide is a graduate of Duke University having Travel Industry, Accenture member travel specialists with the tools, majored in engineering and finance. data, and professional development they Sponsor Speaker need to achieve successful careers, delivering Stephen Ferneyhough is the industry Lina Annab exceptional and rare travel experiences. managing director, leading Accenture’s Minister of Tourism and global travel industry, including airlines, Sponsor Speaker Antiquities, Jordan hospitality, and travel services. He has John Luth experience working with clients, delivering Chairman & CEO, Seabury large-scale digital, business, and information Consulting & Corporate Advisors, A graduate of Georgetown University, Lina now owned by Accenture technology transformation initiatives. He Annab has ample experience in the private has worked across Europe, the Americas, sector. Before her appointment as minister, John Luth founded Seabury Group in 1995. and Asia on a variety of transformation she had been working as general manager The organization, now owned by Accenture, programs with blue chip clients. of Zara Investment Company since 2008. has executed over 1,500 engagements for She has also served on the board of a Sponsor Speaker 300+ clients in more than 50 countries. number of private companies. Phillip Jones Luth has advised on more than $100 billion President & CEO, in equity, debt, and lease placements/ Sponsor Speaker VisitDallas restructurings, and over $250 billion in Margaret Shine aircraft orders. Luth now serves as chairman Senior Vice President, Travel, and CEO of Seabury Consulting & Corporate Mastercard Phillip Jones joined VisitDallas as president Advisors, now owned by Accenture. He and CEO in 2003. Under Jones’ direction, remains chairman, president, and CEO of the Dallas-Fort Worth area is now the No. 1 Seabury Capital LLC, which owns several Margaret Shine is a senior vice president in visitor destination in the state, and Dallas software and finance companies. the retail and commerce vertical. Shine is is a top 10 convention city nationwide. responsible for developing and executing Significant achievements under his Sponsor Speaker strategy and value proposition for data leadership include the voter-approved Bruno Chauvat and services within the travel industry. By Omni Dallas Hotel connected to the Kay Co-Founder & CEO, defining highly competitive and differentiated Bailey Hutchison Convention Center Travelsify solutions using data and services’ full range Dallas, the creation of the state’s first of global professional services capabilities, Tourism Public Improvement District, the Shine ensures Mastercard meets the diverse Bruno Chauvat is the co-founder and CEO implementation of the BIG Things Happen business needs of travel sector stakeholders of Travelsify, the world’s first travel product Here marketing campaign, and the creation in an innovative and impactful manner. DNA platform, powering personalized of the Dallas Sports Commission, charged Prior to this role, Shine served as group voice search for online travel agencies, with hosting top amateur and professional head for the data and services segment metasearch, and hotel groups, thanks to sports championships and events. An avid solutions business, which she launched its unprecedented database of hotel DNA triathlete, Jones has completed Ironman in early 2011. She was responsible for and restaurant DNA. Chauvat has a track competitions in France, Arizona, California, developing and executing global strategy record of 20+ years in the media, telecom, Florida, Germany, Idaho, Texas, Utah, Canada, for local and community institutions and and technology industries, holding various and Australia, and recently completed the small merchants around the world, focusing c-level positions in international listed Ironman World Championship in Hawaii. on defining solutions, sales channels, and companies (Proximus, RTL Group, Audiofina). Jones is currently training for the Ironman the unique customer experience for this His deep understanding of the strategic Competition in Norway. segment. Shine earned a bachelor’s degree importance of metadata together with his from Fordham University. passion for travel account for the success of Travelsify in powering personalized hotel search and discovery.

44 Skift Global Forum 2018 The people defining the future of travel don’t have time for boring stories. We create meaningful content and experiences for brands who want to reach the smartest decision makers in travel. See our work at SkiftX.com

Skift Global Forum 2018 45 Skift Global Forum 2018 Workshops Collaborative learning sessions led by industry experts.

7:30am-8:30am Breakfast Day 1 Designing a Meaningful Brand presented by VSA Partners

September 27

1:00pm-2:00pm Lunch

The Future of Conversational Commerce presented by LivePerson

Storytelling for Destinations and Brands presented by Brand USA & This Is Citizen

7:30am-8:30am Breakfast

Day 2 Rethinking Demand and Personalization for the Connected Traveler presented by RateGain

September 28

Seating is limited. RSVP in the Skift Global Forum app to save your spot!

46 Skift Global Forum 2018 Skift Global Forum 2018 47 Schedule

Day 1 11:00 AM 1:00 PM Beyond the Blue Links: Google’s Next Lunch Workshop Thursday, Steps in Travel The Future of Conversational Richard Holden Commerce September 27 V.P., Product Management, Google Sponsored by: LivePerson Rob Torres Managing Director of Advertising & Lunch Workshop 7:30 AM Marketing-Travel Sector, Google Storytelling for Destinations and Brands Breakfast Workshop Interviewed by: Sponsored by: Brand USA & This Is Citizen Designing a Meaningful Brand Sean O’Neill Sponsored by: VSA Partners 11:30 AM 2:15 PM 8:45 AM How Big Is Big Enough to Compete? Special Announcement from Rafat Welcome to Skift Global Forum 2018 Joanna Geraghty Ali, Skift’s Founder & CEO Rafat Ali President & COO, JetBlue Founder & CEO, Skift Interviewed by: 2:25 PM Brian Sumers The Future of Hotel Brands is Written 9:00 AM in their DNA 11:55 AM What’s Hyatt’s Next Move? Bruno Chauvat Mark Hoplamazian The Future of Data-Driven Co-Founder & CEO, Travelsify President & CEO, Decision-Making Interviewed by: Hyatt Hotels Corp. Margaret Shine Greg Oates Interviewed by: Senior Vice President, Travel, Rafat Ali Mastercard 2:40 PM Sponsored by: Mastercard Small and Mighty Travel Brands 9:30 AM Rafat Ali 12:05 PM Big Bets on the Future of Global Travel Founder & CEO, Skift Glenn Fogel Balancing Growth With Innovation CEO & President, Steve Kaufer 2:45 PM Booking Holdings CEO, TripAdvisor, Inc. Defining the Future of Vacation Interviewed by: Interviewed by: Experiences Dennis Schaal Dennis Schaal Geetika Agrawal CEO, VAWAA 10:00 AM 12:30 PM Defining Hyper-Relevance in Travel Creative Frontiers at the Intersection 3:00 PM Stephen Ferneyhough of Destinations and Dining Developing Destinations by Managing Director, Global Lead, Ken Himmel Changing the Storytellers Travel Industry, President & CEO, Muna Haddad Accenture Related Urban Founder & Managing Director, Interviewed by: Thomas Keller BARAKA Greg Oates Chef / Proprietor, TKRG Sponsored by: Accenture Interviewed by: 3:15 PM Kristen Hawley 10:10 AM Seizing the Opportunity to Build a Next Generation Tourism Industry The Next Generation of Boutique 12:55 PM Carla Campos Hotels The Future of Tourism in Jordan Executive Director, Ian Schrager Lina Annab Puerto Rico Tourism Company Founder Jordanian Minister of Tourism and Ian Schrager Company Antiquities, Jordan 3:30 PM Interviewed by: Interviewed by: The Wild Side of Luxury Travel Deanna Ting Rafat Ali James McBride CEO, Nihi Hotels 10:35 AM 1:00 PM Interviewed by: Break Lunch Colin Nagy

48 Skift Global Forum 2018 3:50 PM Day 2 10:25 AM Break Lesson from Luxury Retail Friday, Robert Chavez 4:20 PM September 28 President & CEO, Hermès of Paris, Inc. Travel Advisors: Putting the Person Interviewed by: Back in Personalization Carolyn Kremins Jack Ezon 7:30 AM 10:35 AM President, Ovation Vacations Breakfast Workshop Matthew Upchurch Break Rethinking Demand and Personaliza- Chairman & CEO, Virtuoso tion for the Connected Traveler Interviewed by: 11:10 AM Sponsored by: RateGain Rafat Ali From Hotels to Homes: Creating a 8:45 AM Luxury Lifestyle 4:45 PM J. Allen Smith Welcome and Introduction Maximizing the Results of Ancillary President & CEO, Four Seasons Rafat Ali Merchandising Interviewed by: Founder & CEO, Skift John Luth Rebecca Stone Chairman & CEO, Seabury Consulting, 8:55 AM now part of Accenture 11:30 AM What’s Next for Airlines at Scale Interviewed by: Tourism Under Legislative Siege, How Ed Bastian Rafat Ali Destinations are Fighting Back CEO, Delta Air Lines Sponsored by: Phillip Jones Interviewed by: Accenture Amadeus Alliance President & CEO, VisitDallas Brian Sumers Interviewed by: 5:05 PM 9:20 AM Greg Oates Can Airbnb Disrupt Accommodations Sponsored by: Visit Dallas for a Second Time? Super Panel: The Evolution of Greg Greeley Modern Cruising 11:45 AM Christine Duffy President of Homes, Airbnb What’s Next for the World’s Largest President, Carnival Cruise Line Interviewed by: Hotel Company Jan Swartz Deanna Ting Arne Sorenson President, Princess Cruises President & CEO, 5:30 PM Lisa Lutoff-Perlo Marriott International President & CEO, Celebrity Cruises The World’s Largest Airline Plots Its Interviewed by: Interviewed by: Future Deanna Ting Hannah Sampson Robert Isom 12:10 PM President, American Airlines Group 10:00 AM Interviewed by: Recreating Ridesharing for the Long Haul How Technology Is Disrupting the $565 Brian Sumers Barney Harford Billion Meetings & Events Industry Chief Operating Officer, Uber 6:00 PM Bharet Malhotra Interviewed by: Senior Vice President of Hospitality Cocktail Reception Dennis Schaal Cloud, Cvent Interviewed by: 12:35 PM Rafat Ali Creating a Global Platform When Sponsored by: Cvent Change Is the Only Constant 10:10 AM Mark Okerstrom President & CEO, Expedia Group, Inc. After Boutique Hotels and Airbnb, Interviewed by: What’s Next? Dennis Schaal Chip Conley Strategic Advisor for Hospitality and Leadership, Airbnb

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