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Ancillary Revenue in Travel 2008 Agenda
9.00am - 5.00pm DAY
ONE - Wednesday 1st October
9.00 - 9.30 Opening
Keynote
How Can Ancillary Revenue Benefit
the Travel Industry?
To offset soaring fuel costs,
United Airlines has begun charging passengers for a second bag - a move
that will generate an estimated $100m
- How should you define ancillary revenue - is it just another term for
nickel-and-diming your customers?
- Why is the travel industry particularly suited to delivering significant
ancillary revenue?
- What factors are driving the need for ancillary revenue?
- What is the difference between genuine ancillary revenue and unbundling?
- Creating an ancillary revenue program for your particular business:
How much money could you make?
- Patrick Murphy, Chairman, Aviation Group, Performance Consultants
International (former Executive Chairman of RyanAir)
9.30 - 11.00 Session
1
Which Ancillary Revenue Products
Best Complement the Travel Purchasing Corridor - And Deliver Maximum Profits?
Starwood Hotels make $250k
per year by selling chocolate tortes, while Allegiant Air has a thriving
range of Elvis-inspired sunglasses.
- How can you create a list of innovative products that are ideally suited
to your brand and reach - and identify the items that are serious money-spinners?
- What “special-service requests” can you add in the booking
process - and fulfill with ease
- Travel insurance - the ancillary revenue no-brainer: How can you successfully
push insurance to your customers and what kind of returns should you expect?
- How can exploit you the boom in destination and experiential travel
to sell ancillary products?
- What kind of experiential services and souvenir items work best with
destination seekers?
- In-flight and in-room entertainment: Which new ideas are working best
right now?
- The cruise industry and ancillary revenue: How easily can you form profitable
third-party partnerships?
- When - and where - is the best time to sell your extra products and
services? Can you expand your window of opportunity?
11.00 - 11.30 Networking
Coffee Break
11.30 - 1.10 Session
2
Ancillary Revenue Partnership
Management: What Structure do you Need to Succeed?
Allegiant Air, has 37 hotel
partners in Las Vegas alone, and in June 2006 they filled 30,000 room nights
in the city
- How do you evaluate the value of an ancillary revenue program to your
organization and convince senior management to invest?
- How can you provide the right partnerships to increase ancillary revenue?
- Is it ever more profitable to go it alone?
- Should responsibility for ancillary revenue lie with one person in your
organization, or is it better shared between the relevant departments?
- What's the most profitable way to add partnerships with leisure companies
and destination-based organizations?
- What are the key management risks - internally and with your partnerships
- and how can you minimize them?
- Which systems will you need to handle the pressure that accelerating
customer demand will place on your infrastructure?
- Integrating third-party relationships into your business processes:
- What will your partners expect from you?
- What information will you be expected to share with your ancillary
revenue partners?
- How do you evaluate your potential revenue streams by incorporating
reasonable traffic flows and conversion expectations?
- Julie Szudarek, VP of Revenue Management, The Americas, Orbitz
Worldwide
- Brett Cochran, Director of Business Development, JetBlue Airways
- Chris Amenechi. Senior Director International eCommerce and Distribution
Planning, Continental Airlines
- Rod Cuthbert, CEO, Viator
- John McEwan, Director of Revenue Strategy, Vail Resorts
1.10 - 2.10 Roundtable
Lunch Break
2.10 - 3.40 Keynote
Session 3
Third-Party Technology: Will
it Help or Hinder Your Ancillary Revenue Objectives?
The GDS's don't support interactive
seat maps so they can't sell exit rows to generate ancillary revenue. What
else needs to change?
- How can the OTA's and GDS's accommodate airlines if they are bundling/unbundling
ancillary products - and are the GDS's actually capable of unbundling?
- Is GDS technology flexible enough for complex fare structures like those
of Air Canada?
- Utilizing your ancillary revenue program to benefit your direct distribution
strategy: How can you encourage consumers to go direct?
- What works best when it comes to merchandizing and up-selling via a
GDS?
- Are XML interfaces a must-have for airlines that are determined to succeed
at generating ancillary revenue?
- How can you create synergies between various platforms to package products
fast - and seamlessly - to your end users?
- Alice Curry, Director of Distribution, American Airlines
- Greg Schulze, VP Air, The Americas, Expedia
- Robert Buckman, Director of Airline Distribution Strategies, Amadeus
North America
- Cormac Whelan, CEO, Datalex
3.40 - 4.10 Networking
Coffee Break
4.10 - 4.30Stand-Alone Presentation
Find Out How to Up-Sell and Cross-Sell Ancillary Products Across All Your Consumer Touch Points
- As Airline tickets prices are constantly declining & profit margins squeezed, how can you exploit
ancillary revenue streams?
- What is the best way to sell ancillary products to your customers, across all consumer touch-points?
- Get invaluable insights and predictions from the world´s biggest provider of multi-supplier car rental booking solutions
- See how one airline tripled their revenue from car rental through smart cross-selling
- Bobby Healy, Chief Technical Officer, CarTrawler
4:30 - 5:05 Expert Analysis
How do you Measure a Customer's Willingness to Pay for Ancillary Products?
- Learn a way to understand what your customer's value in order to increase
ancillary revenue
- Find out how to determine a customer's willingness to pay for certain
products
- Should you focus on add-ons or should you encourage your customers to
pay more for existing products and services?
- Hear fascinating statistics from an academic study on ancillary revenue
in the airline industry
- Stowe Shoemaker, Associate Dean of Research, University of Houston
5:05 - 7:05 Networking
Cocktail Party
9.30am - 3.45pm DAY
TWO - Thursday 2nd October
9.30 - 10.00 Opening
Keynote
Ancillary Revenue from A to Z
- How lucrative could Ancillary Revenue be for your business?
- Why is the low-cost airline model particularly suited to Ancillary Revenue?
- How can an ancillary revenue strategy help you offer a lower base fare
and appeal to price conscious customers?
- How does Ancillary Revenue relate to your brand?
- Get expert advice for implementing an Ancillary Revenue strategy throughout
your company
- Barry Biffle, SVP and CMO, Spirit Airlines
10.00 - 10.30 Expert
Analysis
A Framework for Understanding
the Consumer Response to Ancillary Revenue
- How much control do customers want over their ancillary revenue choices?
- How does the process of providing the opportunity for ancillary revenue
increase overall satisfaction and customer loyalty?
- Discover how to acquire ancillary revenue without alienating your customers
- Stowe Shoemaker, Associate Dean of Research, University of Houston
10.30 - 11.00 Networking
Coffee Break
11.00 - 12.25 Keynote
Presentations
How Do You Make Your Ancillary
Revenue Program Consistent with Your Brand?
Southwest started to issue
seat numbers in a pre-flight email - creating an ideal ancillary revenue
opportunity. But to do this, they had to stop young families boarding first.
Does it really pay to alienate certain customer segments in favor of generating
additional revenues?
- Airlines are experimenting with services and products that were once
free. To what extent does this alienate customers - and does it matter?
- Are ancillary programs inconsistent with a legacy carrier brand - or
not?
- North American travelers and their sensitivities to hidden/additional
costs: Which products and add-ons will flight passengers willingly pay
for?
- Can US airlines copy the European LCC model that often includes travel
insurance by default, forcing an opt-out policy on customers? Would this
work? And is it legal?
- Can unbundling help you to be true to your brand - and your customers'
expectations?
- Greg Webb, Chief Marketing Officer, Sabre Travel Network and
Sabre Airline Solutions
- Sandy Gantt, Managing Director E-Commerce, United Airlines
- Tad Hutcheson, VP Marketing and Sales, AirTran Airways
12.25 - 1.45 Roundtable
Lunch Break
1.45 - 3.15 Session
4
What's the Most Effective Way
to Profile Your Customers and Target Them With Precise Ancillary Revenue
Offerings?
- Unbundling: If you lower your base fare and appeal to price-conscious
customers and those who don't want to pay for certain items, will you
actually increase revenues?
- Using behavioral targeting to offer additional services within the purchasing
path:
- How do you recognize customer preferences?
- How easily can you analyze previous purchasing behavior?
- What type of content is most likely to generate an immediate sale?
- How can you promote ancillary services with mobile offers, that's based
on customer profiles and relevant to their travel experiences?
- How can the airlines use customer profiles to cross-sell travel insurance
and other products?
- How can you make your website a retail outlet?
- How can you successfully target business travelers with ancillary products?
- How should you tweak your product offerings to gain maximum revenues?
- How can you maximize Ancillary Revenues from your loyal customers?
Can ancillary revenue play a role in increased customer loyalty?
3.15 - 3.45Networking Coffee Break
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