Dave Van Saun

Vice President of CRM and Ancillary Great Wolf Resorts, Inc

Dave leads Great Wolf’s Ancillary team, which drives non-room revenue across the 20+ lodges. Ancillary works cross functionally on pre-arrival package strategy and execution, onsite bundles, check-in upsells, and pricing of retail, F&B and attractions to optimize overall profitability. On the CRM side, his team optimizes customer acquisition and engagement along the customer journey, with a focus on maximizing lifetime customer value. Dave has been with Great Wolf for over 7 years. Prior to GWL, Dave spent 7 years at United Airlines, with the majority in their Merchandising/Ancillary team driving revenue from various travel options. He also had stints in Operations Strategy and Corporate Finance. Dave received his MBA from the University of Chicago Booth School of Business, and his BS from Boston College. He is from New Jersey, and now lives in Chicago with his wife and two daughters.

Day 2: April 8th, 2025

9:05 AM KEYNOTE FIRESIDE CHAT: Precision Marketing: Reaching the Right Traveler, at the Right Time, With the Right Message

In the highly competitive travel industry, brands are constantly vying for market share. While many resort to lowering prices or offering discounts to attract travelers, how can your brand stand out and secure bookings without relying on these tactics?

This keynote discussion will explore strategies for connecting with travelers in more meaningful ways. Key topics of discussion include:

Integrating customer data with behavioral insights to craft messaging that aligns with travelers’ needs and preferences
Utilizing AI to target competitors’ customers with highly personalized marketing
Leveraging emerging channels like connected TV to engage new and untapped audiences
Delivering personalized messages at the optimal time to boost engagement and ROI

12:45 PM PRIMARY ROUNDTABLES

Table #1

Creating the Right Work Environment Where Your Team Can Grow and Thrive

Jennifer Rouse

Director of Local Marketing

KOA, Kampgrounds of America

Table #2

Evolving Your Loyalty Program to Meet The Changing Needs Of Your Customer

Dave Van Saun

VP of CRM and Ancillary

Great Wolf Resorts

Table #3

Optimizing the Mobile First Traveler Journey: Strategies for Seamless Digital Experiences

Jenny Hakam

VP, Digital Products & Commerce

Marriott Vacations Worldwide

Table #4

Beyond the Booking: Creating an Always-On Digital Engagement Strategy

Kevin Rivera

VP of Digital Marketing

Collette

Check out the incredible speaker line-up to see who will be joining Dave.

Download The Latest Agenda