Context: A lesson in online-to-offline measurement

Context: Bethany Evans, marketing communications manager at Southwest Airlines, talks about mid-roll ads on Facebook.

Context: Dirk Eschenbacher, founding partner and chief creative officer of China-based luxury travel service Zanadu, talks about the rise of China's outbound tourists, and why traditional media channels remain important in connecting with the cohort.

Context: Stephanie Linnartz, global chief commercial officer at Marriott International, spoke with eMarketer about how the organization keeps marketing moving forward by looking outward to other industries and ahead to emerging trends.

Context: Mark Weinstein, senior vice president of customer experience, engagement, loyalty and partnerships at Hilton Worldwide spoke with eMarketer about how the company tackles change by thinking like a millennial.

Context: Michael Bower, Marriott’s director of global ecommerce and digital services for Canada, discusses what drove the company’s 10% ecommerce sales growth in Canada in 2016.

Context: Seton Vermaak, head of strategy at digital agency SapientRazorfish, Hong Kong, talks about how travel and hospitality brands are re-creating the idea of loyalty.

Context: Amy Sherman, senior director of digital marketing at Marriott-owned Moxy Hotels, tells eMarketer that though Instagram excels as an advertising platform, it still trails Facebook when it comes to campaign performance measurement.

Context: Artificial intelligence (AI) is helping bring discovery back to the travel research process. Phil Koserowski, vice president of interactive marketing at The Leading Hotels of the World (LHW), told eMarketer's Maria Minsker how.

Context: easyJet uses artificial intelligence (AI) technology to help stock and reduce food waste in its planes. Alberto Rey Villaverde, the airline's head of data science, told eMarketer how it works.

Context: Dirk Eschenbacher, founding partner of Zanadu, a China-based lifestyle online travel agency and online lifestyle media company, talks about the virtual reality (VR) market in China.

Context: Andy Kauffman, vice president of digital at global hotel chain Marriott International, talks about his company's approach to digital transformation for the hotel's people, processes and technology.

Context: Ahmed Elemam, senior digital marketing and analytics strategist at WestJet, discusses why the airline is keeping some technology on premise.

Context: Apoorva Gandhi, vice president of multicultural affairs at Marriott International, discusses a recent campaign in which the company put a spotlight on its lesbian, gay, bisexual or transgender (LGBT) customers to help convey the commitment to "make everyone feel comfortable being who they are."

Context: Ruwie Rahardjo, general manager of travel metasearch engine Wego Indonesia, talks about how young people in Indonesia are more apt to book travel through digital channels.

Context: Jon Moore, chief product officer of Trainline, an online seller of train tickets for UK train services, discusses how its mobile app has streamlined the travel process for its consumers.

Context: Rob Cushen, managing director of EMEA for mobile app development studio Intellectsoft, speaks on the importance of having a layered app experience and how streamlining multiple technologies leads to an engaging user experience.

Context: Michael Dail, vice president of global brand marketing at Marriott International, shares his insight on the brand's virtual reality endeavors.

Context: María Teresa Arnal, CEO of J. Walter Thompson Company Mexico, talks about the industries that are spending the most in digital advertising in Mexico, and what channels those clients are finding the most valuable.