Matt Liao, Marketing Vice President of Shangri-La Hotels and Resorts, has a marketing career spanning more than 20 years within the region, the majority gained in Mainland China. With deep experience in retail, commercial real estate, hospitality and destination marketing，he specializes in delivering integrated campaigns that encompass a heavy digital, activation and CRM component to drive customer engagement and brand loyalty. Having previously worked for Value Retail China, CapitalMalls Asia, Dairy Farm Group- Mannings China and Walmart China where millennials were also a key customer target, he understands what drives this customer segment to engage, share and shop. In his view creating Omni channel interactions and distinct experiences is what captures this audience. They want to be taken beyond their comfort zone to discover the new, unexplored and not widely understood.