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Hotel Attachment: Solved! 

Date: Friday, April 6, 2018
Time: 1 PM ET / 10 AM PT 

Many travel managers struggle with low hotel attachment rates. Given all the work and effort that goes into negotiating a preferred hotel program, travelers booking around the program can be a source of major frustration. Using new technologies that can capture, parse, and push data for analysis, reining in direct bookings is more of a reality than ever before.

Hear real-world examples of hotel attachment solutions from ITW travel manager Cathy Sharpe, as well as detail on the data capture, cleaning, monitoring and reporting from Traxo and TRIPBAM during this BTN Group In the Know webinar, created with sponsor TRIPBAM. The pros and cons of direct bookings, as well as how to leverage new technology to increase control and visibility of your hotel program are also on the agenda.  

Key Takeaways:

  • Learn how new technologies allow travel managers to capture, parse, and use data from direct bookings to improve hotel programs
  • Discover the process behind these new technologies and impact to your hotel program
  • Apply lessons learned from ITW case study to use technology to allow travelers to book direct and improve compliance with your hotel program

About the Speakers

As Director of Strategic Sourcing, Global Travel & Expense Management Services at Illinois Tool Works, Cathy Sharpe is responsible for management of customer satisfaction, procurement, vendor relationships, and all service delivery governing ITW’s global travel programs, corporate card programs and electronic expense solutions. She joined ITW in 2006 with the goal of consolidating the organization's unwieldy travel program. ITW had roughly 700 unique businesses making up about 100 divisions. Previously, Sharpe was Director of Account Management for TQ3 Navigant, and President of Heritage Travel, and held a range of other management positions during her 25-year travel industry career. Business Travel News in 2016 named her Multinational Travel Manager of the Year. 

Andres Fabris is Founder and Chief Executive Officer of Traxo Inc., a Dallas-based provider of itinerary intelligence and travel data aggregation technology solutions to global clients across the travel ecosystem. Fabris has spent his entire 22-year career in the travel industry and has held several key leadership positions at Sabre,, and World Choice Travel. Passionate about entrepreneurship, Fabris is involved in the Dallas start-up community as an advisor to several businesses, is an active mentor for TechWildcatters accelerator program, and helps spearhead the annual New Venture Business Plan Competition in conjunction with the Harvard Business School Rock 100 Entrepreneurs Summit. A travel technology inventor with two issued and four pending patents, he holds a Bachelor of Business Administration degree from the University of Texas, and MBA from Harvard Business School.

Steve Reynolds is founder and Chief Executive Officer of TRIPBAM, a Dallas-based hotel shopping startup envisioned in 2013. A serial entrepreneur, Reynolds began his career in travel technology nearly 30 years, and four startups ago. He also volunteers as a board member of Baylor’s Technology Entrepreneurship Initiative, The BTN Group Advisory Board and Texas A&M Startup Initiative. Reynolds in both 2013 and 2015 was named by Business Travel News as one of the “25 Most Influential in Business Travel.” Also in 2015,TRIPBAM won the Battleground competition at the Phocuswright Travel Innovation Summit.

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Cathy Sharpe
Global Travel & Expense Management Services,


Andres Fabris
Founder & Chief Executive Officer,
Traxo Inc.

Steve Reynolds
Founder & Chief Executive Officer,

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  • ACTE-Association of Corporate Travel Executives
  • GBTA-Global Business Travel Association
  • MPI-Meeting Professionals International
  • ISM-Institute for Supply Management
  • None of the above