In this EOL Sprint, branding and design will be considered as strategic assets to transform and boost brands, business and projects. Branding will be discussed based on its capacity to identify, position and differentiate services and products. Taking the Travel & Hospitality sector as a paradigmatic example this session aims to explore the latest trends and keys to success from leading and disruptive projects, and offer inspiration on how to exploit them. The Travel and Hospitality sector is the most productive within the Spanish economy, bringing in a revenue of more than 75 M €, a 9% growth compared to the previous period. Regarding international tourism, Spain is also a key player, sitting amongst the top three destinations along with China and the USA. The prospects are that these numbers are forecast to growing in owe constant mobile society. Branding is critical for connecting with the new demands of very diverse audiences and to foster their loyalty with valuable, relatable and relevant brand experiences. In this scenario personalization, authenticity, reimagined technology strategy, the removal of pain points, spanning the whole travel experience and differentiated offerings are some of the key aspects that branding and strategic design can support within the travel and hospitality market.

SPEAKERS AND EXPERTS

Cristina Serra VP of Brand Strategy & Guest Experience at Radisson Hotel Group Cristina is a senior executive on the Travel & Hospitality sector with an extensive experience in the fields of Marketing, Innovation, and Business. Currently she is responsible for the Global Guest Experience and Brands at Carlson Rezidor Hotel Group, one of the world’s largest and most dynamic hotel companies with a portfolio of more than 1,440 hotels and a global footprint covering 115 countries. Before joining Carlson Rezidor Hotel Group, Cristina was Vice President of Experience and Product Design & Innovation at NH Hotel Group, Marketing Director at Palladium Hotel Group, Marketing Director at Spainair and Brand Manager at Vueling Airlines. Pablo Rubio Ordás Owner, Chief Design Officer at Erretres Pablo is responsible for all creative projects at Erretres, a company he founded in 2003. He has directed numerous projects for clients such as El País, Movistar, Banco Pichincha, Virgin Money, Viesgo, and NTT Data, amongst others. His work has received multiple international design awards and he is a recognized figure in the design industry. From 2007 to 2017 he was creative director of the award-winning Matador magazine. Javier Torres Head of Strategy at Erretres Specialist in strategy and brand construction, he also contributes to the spheres of verbal identity and communication. Additionally, his extensive experience lends vision, focus and creative inspiration to the projects he leads. From Erretres, he has worked on projects for clients including: Canal+, El País, Movistar, Viesgo, Hammam Al Andalus, El Corte Inglés, Ecoalf, Everis, Visa and Sido Japan. Óscar G. Gutiérrez Global Design Lead at Cabify Graphic Designer especialized in Branding projects. Óscar has more than fifteen years experience working on design consultancy on international projects. Before being Global Design Lead at Cabify, he has worked for Base Design, Erretres, Saffron Consultants and Brand Union with clients such as Loewe, Canal+, BBVA or YouTube. His work has been awarded in diverse design festivals and it has been published in prestigious publications.

ATTENDANTS

Professionals from the Travel and Hospitality and other leading industries, marketers, strategists, communication agencies working for companies on the tourism sector, user experience designers, digital professionals, journalists, public institution professionals working on tourism among others, would benefit from this learning and international networking session by expanding their knowledge and agenda and sharing experiences with experts and peers.

06.04.2018 18.00h - 18.10h Opening 18.10h - 19.10h Breakout 19.10h - 20.40h Speed Dating 20.40h - 21.10h Fireside Evening Breakout. Guest Experience Cristina Serra is a leading professional in the Travel & Hospitality sector with an experience of more than twelve years working beneath some of the foremost air carriers and international hotel groups such as Vueling, Spainair, NH Hotel Group, Palladium Hotel Group and currently at Carlson Rezidor Hotel Group. In this masterclass Cristina will share her expertise as leader of brand and guest experience focusing on the power of design and branding as strategic assets to transform and boost brands, business and projects on this specific sector. Speed Dating

Cristina Serra / Pablo Rubio / Javier Torres / Óscar G. Gutiérrez

Advice and networking to build new business. Enjoy a face to face conversation with the experts. Share your ideas and projects and explore new ways of building your brand, differentiate from the competition and discuss your business next steps. Attendants will be assigned a timetable to attend the Speed Dating with each expert and will be notify in advance. Attendants are asked to send a brief of their business projects in advance in order to make the best of the advicing sessions. Fireside Evening Share the highlights of the session with the experts and attendants during some closing cocktails. A meeting point to make new contacts, think together, build new relationships and start new projects.