Speaker Biograghy: Sharon serves as the Vice President of Marketing for the world’s third-busiest airport, Dallas Fort Worth International Airport. She provides direction and strategy for branding, consumer messaging and insights in order to create customer value and maximise revenues for the airport. She recently completed the rebranding of DFW Airport to announce a period of substantial global growth. She has led the development and implementation of innovative customer engagement and wayfinding solutions for DFW customers, including the award-winning DFW mobile app and interactive terminal signage – both of which have been translated into six languages. Prior to her arrival at DFW Airport, Sharon was Manager of Forecasting at Haggar Clothing Company in Dallas. She holds a BA with honours in French and an MBA in International Management from the University of Dallas.


Day 1 - 14 March
Session: Commercial - Concessions, Retail & Media

14:00 - 14:35 - Digital travel transformed
Synopsis: How to upgrade your experience with the launch of a new brand, new digital channels (app and website) alongside a terminal refurbishing programme. This session will give insight into how Dallas Fort Worth International Airport is leading the way by offering fresh digital innovation to enhance the passenger experience: implementing wayfinding, indoor positioning, food ordering, user profiling and context-based suggestions. You will learn why certain choices are made, what the results are and which best practices have emerged.

Audience will learn:

• Learn how DFW created a digital translation of its new brand
• How to create a personal journey for your passengers
• Learn about the launch and first results of a digital food ordering programme
• Indoor wayfinding and interactive maps

Day 2 - 15 March
Session: Commercial - Concessions, Retail & Media

11:30 - 12:15 - Panel Discussion: Future-proofing airport commercial revenues
Synopsis: In this panel discussion we examine how airports can continue to deliver the tried and true formulas that have so successfully grown commercial revenues in recent years, while also delivering an experience, an offer and a style of interaction that is relevant for the generations of digital natives to come.