As you know, the sales process doesn’t begin or end when the traveler books. Two of the biggest challenges facing hotel marketers we talk to today is:

  • How can I get at my target audience faster and earlier in the decision making process so they book directly with me?
  • When they do book directly, how can I create and present upsell and merchandising offers guests will actually buy?
Join Sojern, Sabre and Nor1 as our experts take a look at how you can own and optimize over 451+ touchpoints in the average path-to-purchase to generate 1.5-3x more direct bookings, be less reliant on OTAs, and give the guest the booking experience they want to have so they chose more upsells and come back again and again.

Our Speakers:


Valyn Perini
SVP Strategic Relationships, Nor1

Valyn Perini has spent her career moving along the travel industry distribution supply chain, working for hotel companies, consultancies, software providers and a standards organization.

In her current role as Vice President of Strategic Relationships for Nor1, Valyn is responsible for partnering with Nor1's strategic partners and customers to ensure Nor1's suite of travel merchandising products helps hoteliers maximize revenue and drive guest satisfaction.

Her travel career includes positions with the OpenTravel Alliance, InterContinental, Westin and Swissôtel, with PricewaterhouseCoopers as a travel technology consultant, and as the director of product strategy for Newmarket International. Responsibilities included hospitality and travel operations, sales and marketing, systems design and management, consulting, and software development.



Garth Overmeyer
Director of E-Commerce and Direct Distribution Solutions, Sabre

Garth Overmyer is an accomplished eCommerce professional with 15 years of travel industry experience in the areas of online distribution, digital advertising and booking engines.

He enjoys collaborating with customers to help them solve their market problems by delivering impactful solutions to the marketplace.



Shane Gerlach
Sr. Director, Property Solutions, Sojern

Over the past five years, Shane has helped transform the Property Solutions division from concept to a global presence, with over 6,000 hotel properties onboarded around the globe. Based out of Omaha, NE, Shane oversees the day-to-day operations of the US and Canada inside sales team.