Day One – 9^th October 2007

8.50-9.00- Chairman's Introduction

Moderators:

• Susan Black, President, Susan Black Associates
• Steve Pinchuk, Coporate VP Revenue Management, Harrah's Entertainment

9.00 – 11.00: Keynote Session 1 - Presentations and Panel

The Battle Between Indirect and Direct Distribution

There seems to be an Anti-OTA feeling in the air. In well-publicized moves, big brands are pulling their inventory from leading online agencies. And as suppliers are succeeding in growing direct website sales, where does this leave the OTAs? Do the suppliers have all the power and potential for growth?

The OTAs would argue that suppliers are unjustified in their feeling towards 3rd party distribution. The Online Travel Agencies are a permanent part of the distribution landscape with a huge customer base. They provide a unique value proposition and they have some new tricks up their sleeves too! In this dynamic session travel Suppliers and Online Travel Agencies collide for a debate on the future of direct vs indirect distribution.

Round 1: 2007 – The Year of Supplier Power?

• Hear how major suppliers have succeeded in driving direct bookings from their own website
• What really influences customers to book via a branded website rather than a 3rd party site? What added value do supplier.com sites bring to the consumer?
• How useful are best rate guarantees in the encouraging the consumer to go direct?
• How does the cost of maintaining your own website compare with the costs associated with distributing inventory through 3rd party sites?
• Is the negative shift away from the OTAs is look set to continue?
• What action should you take against the OTAs? Should you withdraw your inventory? Are you that brave?
• Can InterContinental and Northwest survive without the OTAs? Does it reduce the creditability of the OTAs if they are missing certain, high-profile brands?
• Cheapflights.com have set up a portal allowing suppliers to monitor and adjust their marketing campaigns in real-time. How can 3rd party sites become more supplier-friendly?

• John Slater, MD Distribution, Continental Airlines
• Michelle Woodley, SVP Distribution and Marketing, Preferred Hotel Group
• Cormac Whelan, CEO, Datalex

Round 2: The Value of the Online Travel Agencies

• What added value do the 3rd party sites provide to their supplier partners?
• What is the future role of the OTAs as suppliers become more successful in taking direct bookings? In which areas are the OTAs seeing the greatest success?
• How are the OTAs capturing the online consumer by providing visually rich content, user reviews, trip planning tools and pricing options? How are they tapping into the psyche of today’s travel buyer?
• Travelocity recently launched “Experience Finder” so travelers can explore their options. How are the OTAs interacting with consumers using Web 2.0 features?
• See how the OTAs are building trust with customer care programs. What new innovations are in the pipeline?
• What financial case can the OTAs propose for suppliers to work with them?
• How are the OTAs fighting back against supplier loyalty programs? Expedia and Travelocity have launched non-supplier based loyalty programs. Will other the OTAs follow suit?

• Noreen Henry, VP Hotels and Packaging, Travelocity
• William Koo, Chief Marketing Strategist, Castle Resorts & Hotels

11.00 – 11.30: Networking Coffee Break

11.30-12.30: Session 2 - Presentations and Panel

Hear Expert Financial Analysis of the Travel Industry

• What economic trends do you need to be aware of? How can the travel industry circumvent the slow-down in the American economy?
• Find out which distribution models are set for future growth and which companies are ripe for success
• Hear predictions on segment shifts between direct and indirect distribution, luxury and low-cost models, leisure and business travel
• With a tarnished image overseas and bureaucratic visa policies the US is losing millions of dollars in international tourism. What impact is this having on the US travel industry and what is predicted for the future?
• How will social networking and user-generated content revolutionize the internet and the way travel is sold?
• Which territories are ripe for growth? Should you be branching out into emerging markets in Asia and Latin America or should you direct your efforts in building on EMEA?

• Neale Redington, Partner in Charge, Hospitality Services, Deloitte & Touche
• Jake Fuller, Managing Director, Thomas Weisel Partners LLC
• Aaron Kessler, VP and Senior Research Analyst, Piper Jaffray and Co.

12.30 – 2.00: Networking Lunch Break

Consumer Empowerment Afternoon Track

We are witnessing a revolution in the online environment with a marked shift towards the consumer. Specifically, travel consumers are exchanging more information and exerting greater influence over online content - from travel blogs to social networking: the consumer is in the driving seat. As the online environment evolves, how prepared is your company? Are you reacting to the needs and expectations of your increasingly sophisticated customers?

In the following sessions you will be given practical advice on how to exploit the social networking and user-generated trend and engage your consumers via a personalized, interactive approach.

2.00 – 3.10: Session 3 - Presentations

A Travel Industry Perspective on User-Generated Content

• How is user-generated content (UGC) transforming travel resources, travel research and travel distribution?
• How can your travel company use Travel 2.0 tools to position itself to appeal to tomorrow's sophisticated consumer and enhance the customer experience?
• Hear from travel suppliers who have integrated user-generated content systems into their websites and booking processes. What success has it brought them?
• As a supplier, how can you manage reviews on 3rd party sites?
• What kind of return can you expect if you acquire or launch a UGC site?
• Understand the legal issues surrounding UGC
• Where should you spend you money? A recent Jupiter survey revealed that 69% of consumers don’t trust social media sites. As a supplier, is your money better spent on brand awareness rather than social media sites?
• Evaluate the potential of social networking sites as a distribution channel

• Philip Charles-Pierre, Director, Interactive Marketing Starwood Preferred Guest, Starwood Hotels and Resorts Worldwide
• Christine Arnholt, VP Marketing Services, Carnival Cruise Lines
• Howard Lefkowitz, CEO, VEGAS.com

3.10 - 3.30: Spotlight on User-Generated Content

Building a User-Generated Content Roadmap

• Hear a starter’s guide for travel companies who are considering entering into the realms of UGC: What do you need to be aware of?
• Listen to case-studies on how leading travel companies such as Southwest, Sheraton and TripAdvisor, have all embraced the UGC trend
• As a supplier what should your voice be in the UGC conversation?

• Gregory Saks, Travel Analyst, Compete

3.30– 3.45: Spotlight on Social Networking

The impact of Social Networking on Travel

• What impact will social networking have on the travel industry? How can travel companies capitalize on the opportunities that social networking creates?
• Social Networking advertising is expected to reach $1.8 billion by 2010 (Hotel Interactive). How can travel marketers utilize social networking sites as advertising vehicles?
• What can you learn about today’s traveler from social networking sites?
• What demographic do social networking sites appeal to?
• Hear how WAYN manages its relationships with its members

• Peter Ward, Co-Founder & Co-CEO, WAYN
• Jerome Touze, Co-Founder & Co-CEO, WAYN

3.45-4.15- Networking Coffee Break

4.15-5.05: Session 4- Extended Panel Debate

How will user-generated content, trip planning and social networking sites play a role in the future of travel distribution?

• How do these sites see themselves in the distribution landscape? How do they envision working with travel suppliers in the future?
• How can UGC sites be utilized to generate content for suppliers and intermediaries?
• What can you learn from the UGC sites in terms of search strategy, technology, website design and rich media content?
• How might communicating with your consumer via user-generated content sites lead to increased conversion rates?
• Hear how the recent growth in trip planning tools are allowing consumers to plan and successfully execute their complete travel experience

• Jim Kovarik, Director, AOL Travel
• Sam Shank, VP Travelpost.com, Sidestep
• Mark Schroeder, CEO, Home&Abroad.com
• Colleen Rhattigan, VP Business Development, IgoUgo
• Jeff Wasson, CEO, Gusto.com

5.05 – 6.10: Session 5 – Presentations and Panel

Engage your Customers Through a Personalized Approach

• Have any travel companies truly succeeded in offering a truly personalized service?
• How effective is personalization, customization and relevant content as a conversion and retention tool? How can you measure it?
• Does personalization pull the customer in or is it simply something companies push out?
• What will the next-generation of personalization look like?
• Which customer segments would benefit most from being provided a personalized service?
• Get professional advice on coordinating your offline and online efforts
• Personalization is not just about integrating customer details into your marketing communication. How can you offer a customized service based on loyalty status and customers habits and identify up-sell opportunities based on your customers personal preferences?

• Ashwin Kamlani, VP of Distribution, Americas Division, Sol Meliá Hotels & Resorts
• Anne Payne, CEO, BeDynamic
• Joshua Weiss, MD, delta.com & self-service, Delta Air Lines

6.10 – 8.00: Networking Drinks Reception

Day 2 - 10^th October

9.00 – 10.45: Keynote Session 6 – Presentations and Panel

Decide the Most Effective Way to Lower your Distribution Costs

• As your channels continue to grow, how do you overcome the challenge of rising distribution costs?
• Evaluate the best strategy for lowering your distribution costs. Measure potential costs against the opportunities and make profitable business decisions
• Have you really got an accurate picture of your distribution costs? The Online Travel Agencies may have a bad reputation for being expensive, but how do you quantify this? What tools exist to help you accurately measure your distribution costs?
• To what degree are direct connect interfaces and XML standards being adopted by travel companies? Is there enough standardization in place for this to succeed?
• To what extend will direct connect lower your distribution costs? What proportion of the savings do you actually receive?
• Should your company build its own direct interface or take advantage of existing technology?
• What are the challenges in implementing direct technology across all your distribution channels?
• How will the re-negotiation of long-term GDS contracts affect the growth of direct connect technology in the travel industry?

• John Turato, Vice President, Technology, Avis Budget Car Rental & Chairman, OpenTravel Alliance
• Christine Brosnahan, VP Distribution & Reservations, Carlson Hotels Worldwide
• Bobby Healy, CTO, CarTrawler (panel only)
• Lisa Bauer, SVP Sales, Royal Caribbean Internatinal
• Graham Wareham, GM Distribution, Air Canada

10.45– 11.20: Networking Coffee Break

11.20– 11.45: Keynote Session 7 - Presentation

Increase Your Conversion Rates to With a More Targeted Approach to Search Engine Marketing

• Why do customers search for certain keywords and then convert on another?
• Improve your conversion rates by learning who your visitors are and targeting content that speaks to their needs e.g. price sensitivity, brand loyalty
• According to Forrester Research 40% of people search for something they see in a television or print advert. Hear from companies who have closes the loop between offline marketing and search and succeed at cross-channel marketing
• Do your search capabilities and content meet the specifications of Travel 2.0?

• Kurt Paulson, Head of Travel, Western Region, Google

11.45– 12.05: Presentation

Increasing Conversion Rates by Accelerating Transactions on Travel Websites

• At what point do online consumers get frustrated with a travel site's response time and when will they abandon?
• Is there a difference in "willingness to wait" for web pages to load based on age, connection type, and gender?
• From a response time perspective, what are the most critical transactions on a travel website?
• What techniques can be employed to optimize site response time and can this really help improve site abandonment?

• Pedro Santos, Senior Industry Manager, Online Travel & Retail, Akamai

12.05– 1.35: Networking Lunch Break

1.35– 3.05: Keynote Session 8 – Presentations and Panel

Debate the Role of the GDS in the Future Distribution Landscape

• Will GDS owners be the real drivers of change in the GDS-Supplier relationship? How can suppliers manipulate the GDSs for more specific marketing?
• With Worldspan purchasing Travelport and Sabre buying Lastminute.com what is the future for the GDSs who have integrated with online intermediaries? Where will they venture next?
• Will the GDSs concede that airline carriers are insisting on lower costs and greater flexibility? How do they intend to modify their systems to better support new product types, such as those offered by Air Canada?
• What is the strategy for low-cost carriers who have traditionally avoided the GDSs? What is their strategy for the future?
• How can the GNEs differentiate your company and provide enhanced customer service?
• Are the GNEs really any different to the GDS? How does their technology differ?
• Will airlines and hotels still see the GDSs as a viable distribution channel in the future? Will the GDSs need to make more concessions to compete with other low-cost channels?

• Owen Wild, Marketing Director North America, Amadeus North America
• Josef Loew, SVP Scheduled Service, ATA Airlines
• Greg Webb, CMO, Sabre Travel Network
• Larraine Voll Morris, VP GDS and eChannels, Marriott International
• Tore Wick, Vice President Business Development, Pegasus Solutions

3.05– 3.35: Networking Coffee Break

3.35– 5.05: Session 9 - Presentations and Panel

Evaluate the Value of Meta-Search as a Distribution Channel

• What impact does meta-search have on direct distribution?
• How do consumers perceive Meta-Search Engines (MSE) as different to other travel intermediaries?
• What is the Meta-Search Engines' value proposition?
• How are the MSE using new technology and Travel 2.0 features to help consumers plan their trip?
• While Sidestep is focusing on user-generated content, Kayak is concentrating on personalization. How are the MSE differentiating themselves?
• As the MSE engines gain greater consumer awareness and broker more deals, should you re-consider your Meta-Search strategy?

• Michael Bennett, General Manager, Cheapflights.com
• Beatrice Tarka, CEO, Mobissimo
• Dr. Natasa Christodoulidou, Ph.D, Assistant, Professor of Marketing, California State University, Dominguez Hills
• Dena Yahya, General Manager, OneTime.com
• Chris De Groot, Director Distribution Strategy, American Airlines