8:00am-5:00pm

Registration

9:00am-10:15am

Attendees may choose to attend one of two sessions offered during this time.

Track A
Designing for the Senses & Search
Creating a Web site that has both visual appeal and engaging copy, while also being search engine friendly is a challenging task for those in the travel industry. Panelists will discuss usability, accessibility issues, and successful site architecture from an SEO standpoint, as well as convincing the consumer to stay for more than a virtual visit.

Track B
The Travel Landscape: What's on the Horizon
Just how big is the travel search industry? Explore the size of the industry, online trends, historical data and the growth rate of the travel search space.

10:45am-12:00pm

Attendees may choose to attend one of the two sessions offered during this time.

Track A
Who, What, Where, When: Keyword Research for the Travel Sector
Identifying target keywords is a critical first step in any successful SEM campaign. It's even more difficult in the competitive travel sector, where the battle for both paid positions and organic keyword rankings is hotly contested. Get ahead in more ways than one by targeting qualified traffic with the right keyword phrases.

Track B
Mega Properties: Managing Large Scale SEM Campaign
What's the best approach for large hotel chains or travel suppliers that manage thousands, if not millions of keywords? How do you balance brand objectives with organic SEO & paid search tactics? Speakers from both the agency and client side discuss the obstacles of managing internal and external search marketing programs, and discuss strategies for measuring success across multiple platforms.

1:15pm-2:30pm

Attendees may choose to attend one of the two sessions offered during this time.

Track A
Travel Writing & Content Creation
Tactics for taking raw keyword data and turning it into meaningful content and compelling copy that engages the prospective traveler, while generating natural search traffic.

Track B
Ads Gone Wild: Big Budgets, High Bids & Harnessing ROI
The travel sector is known for deep pockets when it comes to paid search, the jockeying for top spot often comes at a significant cost per click just to create a presence online. Panelists discuss why search advertising in the travel space has spiraled out of control, and dig into the deep issues surrounding bidding strategies and the value of paid keywords that may or may not return conversions.

3:00pm-4:15pm

Attendees may choose to attend one of the two sessions offered during this time.

Track A
Start Small, Win Big in Paid Search
Don't have a goliath sized budget to play with the big kids in travel? Don't stress - there are many ways smaller travel suppliers can gain qualified traffic from paid search advertising at costs that make sense for your business model. Learn the essentials of paid search marketing, and effectively manage your paid campaigns with a little bit of money and a lot of savvy.

Track B
Meet the Travel Search Engines
Different in so many ways from the traditional search engines, these travel content and search aggregators talk about their unique approaches to the travel space, and offer insight into how search marketers can leverage the power of these powerful portals and distribution services.

4:30pm-5:15pm

Keynote Address: Nancy Ramamurthi, Chief Marketing Officer, SideStep.com