Keynote Luncheon, 12:45–2:15 p.m.

"Connecting Efforts: Social Media for Travel PR"
Navarro Room A/B, Second Floor         
Social media — from Facebook to podcasts — has created profound changes in the way consumers expect to get information and interact with the companies they do business with. The travel industry has been particularly affected, with unhappy customers tweeting their experiences directly from destinations and offering poor reviews on rating-and-review sites. In this revealing presentation, Shel Holtz will explore the ins and outs of social media for travel professionals. You will learn how to:

•    Use social media tools to enhance customer engagement and tell your story.
•    Respond to negative reviews and comments in real time.
•    Pitch influential travel social media influencers and podcasters.
•    Increase social engagement with video.

Shel Holtz, ABC, principal, Holtz Communication + Technology, consults, writes and speaks about organizational communication with an emphasis on communicating online. His clients have included The Mayo Clinic, PepsiCo, Home Depot, Aetna, Symantec and The World Bank. He has written or co-written six books, most recently "Tactical Transparency." His podcast, "For Immediate Release," was the first and is the longest-running communications-focused podcast. He blogs at

Holtz is an IABC fellow and a founding fellow of the Society for New Communication Research (SNCR).