Session One: Presentations

Analyzing & Predicting Consumer Behaviour in the CEE Region

• An analysis of the latest purchasing habits from leading CEE countries
• How many book via online/call centre/traditional travel agencies/other?
• Travel industry growth comparisons between countries
• Growth comparison of Internet penetration vs. growth in online travel websites - future predictions
• What are the main drivers of change in consumer behaviour? (Broadband penetration, trust, credit card penetration, rising disposable income)
• What are the main reasons for consumer reluctance to book online?

Session Two: Presentations and Debate

Direct v's Indirect distribution - What impact is the internet having on the traditional intermediary distribution model?

• What % of travel is sold offline via traditional travel agents and how is this likely to change?
• What are the advantages of distributing and selling your product online?
• As a supplier (hoteliers, airlines), what are the advantages of working with an online travel agent?
• Are suppliers encouraging direct sales? How is this likely to influence the travel distribution models in the region?
• When will dynamic packaging tools be used widely to heed to the Eastern European's traveller's desire for a one stop online shop?

Session Three: Presentations and Debate

Identify the key distribution trends and developments in the CEE region's hospitality market

• What is the most effective channel for independent hotels to distribute and market their product effectively?
• Should you partner with on online travel agent? Which commission model works best?
• How can you ensure that your product information is displayed correctly on 3rd party websites?
• In cities with rapidly changing demand and supply patterns how can consistency in demand be maintained?
• What solutions are available to overcome the complexities in forecasting caused by shrinking lead times, last minute bookings and greater flexibility in the booking process?
• What do the major hotel chains plan for the region?
• Ancillary products - which products should you sell alongside your core product to maximise revenues?

Session Four: Presentations and Debate

Rapid growth & development in airline distribution - how has the low cost phenomenon transformed air travel in the CEE region?

Airline travel is experiencing rapid expansion and increasing competition. What challenges does this present?

• How much has outbound passenger numbers increased in the last 5 years and what are the predictions for the future?
• Which routes hold the potential for future growth?
• How can you accurately predict the capacity needed to satisfy future demand?
• When will e-ticketing become prevalent in all countries?
• Why do LCC's refuse to pay a commission to (online) travel agents? Is this likely to change with the advent of dynamic packaging?
• With the success of Low Cost carriers, what strategies are the traditional carriers using to compete?
• How can airlines build their brand /brand loyalty in an increasingly competitive environment? What is the most effective way to ensure your airline brand is recognised both within and outside of the CEE region?
• Which is more important to drive airline sales - a trusted brand, low price or topping the search rankings?
• In a competitive environment, what are the advantages/disadvantages of airline alliance programmes?
• Ancillary product revenue - what products provide the most profitable revenue streams when sold alongside an airline ticket?

Session Five: Presentations and Debate

Overcoming the challenges of selling online

Whilst undoubtedly online travel sales in the CEE region are growing, there are still considerable hurdles in the race to sell more travel online. As competition increases, how you deal with these challenges can make or break your business.

• What are the key challenges involved with moving your business online and selling successfully?
• How fast is the market changing to encourage purchasing online? What are the broadband penetration trends in different countries? Has confidence/trust increased? How quickly is credit card usage increasing and what are the alternatives to credit card payment?
• What payment solutions are most effective in building trust and encouraging online sales?
• What innovative techniques can you use to encourage consumers to book online?
• How can you manage online content and customer service especially when operating in multiple languages?

Session Six: Workshop

Optimise your sales & marketing techniques - innovative ways to sell more travel & engage your customer

• What are the most effective techniques to drive traffic to your website?
• What offline marketing techniques work best? How can you use offline marketing techniques to drive visitors and bookers online?
• How can you maintain sustainable growth patterns in online sales?
• What innovative techniques can you use to
• - avoid high PPC rates?
• - build your database?
• - establish a trusted brand in a rapidly growing and increasingly competitive environment?
• What are the best ways to communicate and retain your online customers?
• What is the best way to grow your client database?

Session Seven: Presentations and Debate

Maximising the potential of your Revenue Management strategy

• How can you apply consistent revenue management across all your distribution channels? Should your RM rules vary depending on your distribution channels?
• Learn how to maximise revenue control over third party distribution channels
• In an increasingly competitive environment, how can independent hotels avoid rate erosion?
• As rates become more transparent and customers more price savvy, what are the core drivers behind today's strategies and what steps do you need to take to ensure you get the optimum price for your product?
• In an increasingly unpredictable environment, learn how to identify customers, their price sensitivity and spending patterns and adapt your RM and marketing strategies accordingly
• With little appropriate education for middle to high level managers, what is the best way to recruit, train and retain RM Managers?