Day 1 (December 2, 2008)

09.00 - 09.10Introduction from Chairman & Conference Director

• Fernando Vives, Director de Desarrollo de Negocio, Xotels Ltd - Revenue Management consultancy
• Joe Miranda, Conference Director, EyeforTravel
• Welcome Speech by Patrick Torrent, Subdirector General, Cataluna Turisme

09.15 - 11.00Session 1

Travel Distribution, Pricing and Marketing Travel in Spain and Portugal - Direct Vs Indirect distribution - Find out which one is leading the way

• Strategies of Travel Distribution in a critical market - Would offering discounts to travel agents solve the problem on the long term?
• Size of the Spanish and Portuguese travel market: where is it going? Is Spain becoming the leading European market?
• New Distribution Channels - What are the sizes and future growth rates of the Iberian Peninsula countries? Who are the new players and how are they controlling the market?
• Despite Ryanair's insistence on exclusive direct distribution, most travel companies still opt for a multi-channel approach. How do you achieve the right reach/yield balance without losing control?
• Lookers are up and bookers are down - find out the reason why
• Take a look at the trends and predictions to follow in this region. Determine where to invest.

• Elena Valcarce, Directora Comercial, Segittur
• Jason Patchay Victor Naicker, Research Manager, EyeforTravel
• Ignacio Tamarit, Director General para España, Ebookers.es / Octopustravel.es and Octopustravel.it
• Carrie Ann Davidson, Director of Market Management Spain and Portugal, Expedia / Hotels.com
• Leonardo Llorente, Director eCommerce, Barceló Viajes
• Mark Nueschen, Director Comercial y Marketing, Hotetur Hotels & Resorts

10.15 - 11.00PANEL DISCUSSION
11.00 - 11.30NETWORKING COFFEE BREAK

11.30 - 13.00Session 2

New Technology for the Travel Industry: Web 2.0 and Web 3.O - User Generated Content & Social Media in the Iberian Peninsula. What you need to know to make your company succeed.

• Social media as a distribution channel - how big can it get?
• Web 2.0 and future of User Generated Content. Find out how Social Media is taking the industry by storm, and who do you need to work with.
• What is Web 3.0 and how will it affect the market
• Mobile Marketing & Web Marketing - Multilingual, multicurrency, pictures, video... what content do you need to consider to ensure the best booking experience for your customers?
• How can you aggregate content from multiple sources, and syndicate your own content to other sites (such as meta-search sites)?
• Should you attempt to create your own community or focus your attention on the established social networks?
• How can you use user-generated content as an effective feedback mechanism for your product/service/pricing strategies?
• User-generated content has transformed the traditional channels of communication between business and consumers through offering innovative techniques to engage with the travel consumer. Do such techniques translate into increased sales? How can you ensure your product is at the forefront of B2C/C2C communication?
• How s the use of AJAJ / XML technology leading the way toward the ultimate booking experience for cutomers?
• Blogs and how they affect the industry. Will blogs dictate the consumer trends?

• Martha Quijano, Responsable de e-marketing, Globalred
• Henrique Henriques, Revenue and e-Commerce Manager, Hotéis Real
• Raúl Jiménez, Socio Fundador y Director General, minumbe.com
• Albert Barra, CEO, HotelJuice / proDestinos

12.00 - 13.00PANEL DISCUSSION
13.00 - 14.00NETWORKING LUNCH BREAK

14.00- 15.40Session 3

Intermediaries: Search, Meta-search and Destination Marketing - which one works best for your company?

• Some hotel chains have now reached direct sales of 80%+. How much further can this go and what does this mean for intermediaries?
• Social media as a distribution channel - how big can it get? How intermediaries benefit from this?
• What technologies are essential for travel intermediaries to attract and integrate supplier inventory?
• Search engine optimmization - the pros and cons and how would Pay Per Click and Click Per click work better.
• Meta-Search - is changing with the use of social media channels, find out from the experts where will all lead to.
• Search and Destination Marketing: How do you market your destination using search technology - how will your message go through the right channels and make your company sale more.
• Improving conversion rates - How user friendly is your website? How do you convert looker into bookers?
• The cost of distribution through intermediaries, unworkable commission structures and improved technology have led to a continuous rise in direct-to-consumer sales by travel suppliers. Is your strategy robust enough to survive future market changes? How will you adapt to the new changes?
• Destnation as brands. How to sell Algarve again, and how did Barcelona is still leading the way after the Olimpic games branding of the best destination. - How do you ensure a consistent message across all your marketing channels?

• Javier González-Soria y Moreno de la Santa, Travel, Industry Leader ES, PT, AD, Google
• Chris Loughlin, Managing Director, Travelzoo (Europe) Ltd
• Beatrice Tarka, CEO, Mobissimo (tbc)
• Roald Schoenmakers, Director General, Traffic4u España (panellist)

14.45 - 15.40PANEL DISCUSSION
15.40 - 16.10NETWORKING COFFEE BREAK

16.10 - 18.00Session 4

Hotel Distribution Strategies - Ancillary strategies and the Next Generation in Sales and e-Marketing techniques in Spain and Portugal

• Ancillary revenue in the hotel industry - By introducing new products and services or using existing products to branch into new markets, hotels are creating additional opportunities for growth. Find which is the best one.
• Unbundle the travel experience - how to give flexibility to your customer to tailor the product to their needs?
• Touch your customer in the right way to maximise conversions. Do you know what touch points offer the best conversion rates? Learn how to understand the booking habits of your customer and what level of selling they will tolerate.
• Independent & Chain Hotels - which group is growing, and how to consolidate in the best market.
• Many Spanish and Portuguese Hotel Chains keep on growing in the world market - how do they do it? Can medium and small hotels keep a web presence to compete with the large chains?
• Build - buy or franchise - understand how to assess the most cost-effective solution for your hotel
• How to select a booking engine that allows you to easily update rates and inventory, and has enough room for you to sell your facilities effectively
• Hear from the experts on what the best e-marketing strategies and how they work

• Luis Del Olmo, Executive Vicepresident Marketing, Solmelia
• Maribel Rodriguez Gamero, Directora Marketing y Comercial, Travelodge
• Throsten Purku, Director of Marketing Analytics - Europe, Africa & Middle East, Hyatt International
• Fernando Sánchez-Crespo, DG Adjunto Comercial y Marketing , HUSA

17.25 - 18.00PANEL DISCUSSION
18.00CLOSE OF DAY ONE - COCKTAIL PARTY SPONORED BY HARD ROCK CAFÉ

Day 2 (December 3, 2008)

09.00 - 09.10Introduction from Chairman & Conference Director

• Isabelle Gorgue, Directora, i-turismo.es - Especialista de Turismo Online
• Joe Miranda, Conference Director, EyeforTravel

09.10 - 11.00Session 5 CRM & Loyalty

The Consumer Trends in Spain and Portugal Vs European trends - How Well Do You Know Your Customer?

• Hear what impact Web 2.0 can have on your CRM process. Should loyalty marketers able to build virtual communities that interact via a branded platform?
• How will user generated content (USG) eventually impact customer loyalty and retention?
• Emerging social networks - find out what is the attention economy is , and how the consumer social networks works best.
• When things get nasty - how do you deal with negative publicity on the Web and ensure one angry customer doesn't ruin your brand?
• Find out why it is so crucial to have a 360-degree view of your customer and how to successfully achieve it.
• Yes, CRM can differentiate your business. Find out how to successfully manage customer experiences for different customer profiles, and how to use your CRM data to leverage the best marketing strategy.
• How effectively are companies measuring the customer experience? Do they behave differently from other European companies?
• What are the most common pitfalls? What do you need to do differently to ensure your company CRM initiatives work? Do they work the same in Portugal as in Spain?
• eCRM Initiatives - When customers experience problems with your website you run the risk of losing them. How can you make sure that your website is always current, informative and user friendly?
• Why you should address customer segmentation issues and personalize the customer website experience.

• Marc Galbis, CRM - Group Marketing, Sol Melia Hotels & Resorts
• Matt Jerwood, Director of Business Development, WAYN Where Are You Now? LTD
• Bernhard A Krupka, Director, Daemon Quest
• Chris Fradin, Director of Marketing, EMEA, Preferred Hotel Group
• Leonel Azuela, CEO, Quaxar.com (panellist)

10.15 - 11.00PANEL DISCUSSION
11.00 - 11.30NETWORKING COFFEE BREAK

11.30 - 13.00Session 6

Revenue Management & Forecasting in the Travel Sector for Portugal & Spain: Hotels & Airlines

• How revenue management can be applied through all your distribution channels?
• How do you manage prices across multiple channels?
• Forecasting to optimize revenues in periods of critical times. How to prepare for the unknown - Learn how to create an accurate forecast and how to avoid the most common pitfalls
• Learn about different forecasting methods in terms of data treatment. How do you select data?
• Getting your segmentation correct is the key to customer centric revenue management. Hear how to use segmented data to increase average booking revenue
• Make the right pricing decisions by understanding why your customers buy from you.
• What are the best cost-effective technologies to integrate vast amounts of customer data into your revenue management science?
• Adoption of the Next Generation in Revenue Management - the key integrated, market-based information components
• How much revenue does you company lose due to incorrect data and what is industry best practice in maintaining data quality?

• Fernando Vives, Director de Desarrollo de Negocio, Xotels Ltd - Revenue Management consultancy
• Santiago Huertas, Ventas Online, Back Office Manager, Iberostar
• Luis Miguel Romero, Revenue Manager, H10 Hotels

12.30 - 13.00PANEL DISCUSSION
13.00 - 14.00NETWORKING LUNCH BREAK

14.00 - 16.00Closing Session

Airline Distribution Strategies and the future of the Travel Distribution in the Iberian Peninsula region

• What do you do if an airline company goes bust with your airline tickets?
• With global oil prices going up, many low cost carriers are closing their doors. How will they survive?
• Find out how the future of the Spanish and Portuguese Air distribution market will be, and how their strategies will shape the European market
• Will ancillary pricing be a solution to generate income for airlines or would alliances be the answer?
• What impact does Latin American airline companies have for the Spanish and Portuguese markets? Will low cost companies take over the market?
• Purchasing behaviour - How it differs from country to country in this region.
• How is the ongoing instability of the US economy likely to affect our business in 2008-09? What should you be doing now to protect your company against a downturn? Will other European companies working in this region use the ecconomy shrink to boost their performance or will they close down?
• Future of Travel Distribution - tactics to survive the industry with new climatic changes, cost increases and company closes.

• Alex Cruz, Director General, Clickair
• Iñigo GarcÍa-Aranda Goya, Director de Marketing, Amadeus España
• Sergio Allard, Director Comercial, Spainair
• Juan Carlos Iglesias, Director General de Ventas, Vueling

15.00 - 16.00PANEL DISCUSSION
16.00CHAIRMAN´S SUMMARY AND END OF CONFERENCE

16:00 - 16:40 Workshop:

Loyalty: From a general concept to a revenue generation engine

Objective: Attendants will learn and understand how a loyalty program could turn the customer relationship into a revenue generation strategy.

Modules:

• Understand the main components of a Loyalty program.
• Where is the Value (ROI)?
• Show me the money!-Implementation of a Loyalty program.

Through a very interactive introduction we will define and explain the basic components of a Loyalty program, participants will contribute by defining mandatory and optional components. The audience will also participate in a ROI exercise where we will share a framework for the tourism industry. Participants will work in groups for a practical ROI exercise. We will also simulate as a group the creation of a loyalty program, choosing the right components, communication method as well as identify the expected value of the program. This workshop will be of great value to you, regardless of your implementation stage for a loyalty program in your company.

• Leonel Azuela, Managing Director, QUAXAR

16:40 - 17:20Workshop:

Web Analytics for Online Tourism

The objective of this workshop is to review the wide opportunities that Web Analytics offers us to measure and optimize tourisms Websites.

As well as covering many subjects, we will show the most relevant reporting for online tourism, and we will learn how to create effective dashboards that show the necessary information to manage and optimize our online business.

We will also cover the latest techniques to optimize conversion ratios, as for instance A/B Testing and Multivariate Testing with objective to optimize content and usability; we will go through bid management tools that allows any business to automatically optimize their search marketing campaigns

And last but not the least, we will show useful tools to measure customer's satisfaction, using online questionnaires and user generated content aggregators.

• Pere Rovira Director, WebAnalytics