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2008 Agenda
The 2009 agenda is currently being compiled, please see below for our 2008 event Agenda.
Travel Distribution Executive Conference
08.45 - 19.00 DAY ONE - Wednesday 1st October
08.45 - 09.00Moderator's Introduction
- John Burns, President, Hospitality Technology Consulting
09.00 - 09.30 Keynote Presentation
The Role of Innovation in the Sale of Online Travel
- How have innovative sales and marketing techniques kept travel as one of the largest and fastest moving online verticals from 1999 to now? What is predicted for the future?
- What role have the GDSs and Online Travel Agencies played in the growth of travel?
- How have companies like Orbitz, Kayak and TripAdvisor led the way in online innovation?
- Will social networking actually help sell travel?
- Frank Petito, SVP Corporate Development, Orbitz Worldwide
09.30 - 11.15 Session 1
The Rise of Next-Generation Travel Intermediaries: How is the Distribution Landscape Shifting?
- Where do online intermediaries believe their future growth is coming from? Will they invest in online marketing to drive traffic? Or attempt to steal market share from one another?
- How are online intermediaries driving bookings through search? What Web 2.0 tools are proving particularly successful?
- Travelocity and InterContinental Hotels Group have implemented direct connectivity across their systems. How do XML interfaces between suppliers and third parties benefit both supplier and customer?
- Farecast was recently sold for $75 million and Kayak is now the fifth biggest travel site in the world. With so many consolidations and acquisitions in this space, what is predicted for the next phase of evolution?
- Do OTA's deliver the same value proposition as meta-search sites? Can they co-exist and form a symbiotic relationship?
- How can suppliers develop meaningful, mutually beneficial relationships with OTA's?
- How can you measure the success of your third party distribution strategy? Should you invest more resources into third party channels in a bid to fight back against economic slowdown?
- Noreen Henry, VP Hotels and Packaging, Travelocity
- Tammy Peter, VP Global Distribution Strategy, Wyndham Hotel Group
- William Koo, Chief Marketing Strategist, Castle Hotels and Resorts
- Craig Cooley, VP Business Development, USA, Allotz.com
- Michael Reichartz, VP Market Management, Expedia
11.15 - 11.45 Networking Coffee Break
11.45 - 12.30 Session 2
Expert Financial Advice: How to Sell Travel in a Time of Economic Instability
- Will downturn lead inevitably to recession - and if so, what can the online travel industry do to protect itself?
- What signs should you watch for - and what plans must you have ready to implement?
- Which segments of the travel industry are most vulnerable to economic downturn?
- Will the weak dollar be the primary factor in keeping the American hospitality industry strong?
- Which international markets are ripe for growth?
- Should you target emerging markets - or concentrate your efforts in Europe and Asia?
- How is ownership structure changing the online travel industry - and how is market share shifting?
- Jake Fuller, Managing Director, Thomas Weisel Partners
- Mark Mahaney, Director of Internet Research, Citigroup Investment Group
12.30 - 13.40 Roundtable Lunch Break
13.40 - 14.10 Keynote Presentation
Examine the Staying Power of Traditional Tour Operators
- After a decade of foretelling the end of the travel agent, why are they still here?
- How have the traditional tour operators and travel agents adapted, evolved and grown?
- What technology are they utilizing in order to thrive?
- Understand the importance of addressing one to one customer needs and get advice on achieving this whilst keeping costs down
- Brian Robb, SVP Corporate Development, The Mark Travel Corporation
14.10 - 14.40 Presentation
Meta-Search and the Consumer: How and When Do Customers Use Meta-Search Engines?
- In-depth explanation of how consumers behave on Meta Search engines: Are they used for flight shopping only - or can Meta Search be usefully deployed to sell other travel products and services?
- At what point do your potential customers decide to use Meta Search? And how do they get there?
- Will Meta Search continue to grow so fast - and which categories are benefiting most?
- Gregory Saks, Director, Compete
14.40 - 15.10 Networking Coffee Break
15.10 - 15.30 Stand-Alone Presentation
How Mobile Could Impact the Travel Industry?
- Hear why mobile will become more and more important for the travel industry
- What things do you need to consider with a mobile touchpoint?
- Discover high-impact opportunities to leverage the mobile channel
- Peeter Kivestu, Sr. Industry Consultant, Global Travel Solutions, Teradata Corporation
15.30 - 17.00Session 3
How is Evolution and Innovation in the GDS Space Impacting the Distribution Landscape?
- How are GDS's evolving to meet the changing distribution requirements for travel suppliers and travel agents?
- Are GDS's evolving into IT service providers? What new IT products have they developed to create efficiencies in distribution and reduce costs?
- Is GDS technology sufficiently flexible for complex fare structures, like Air Canada's? And are GDS's capable of unbundling?
- Sabre is now using XML standards to entice low-cost carriers like Air Tran. Will we see a full-scale adoption of XML standards across the GDS's? And if so, what impact will this have on distribution costs?
- After traditionally avoiding a GDS, why has JetBlue now reversed its decision? Does this signal a change in the distribution landscape?
- Many third party vendors can equal the richness of GDS content - but how much of the GDS role is being fully eroded by the competition?
- How are the GNE's faring? Could GNE partnerships - and their willingness to work together - be their greatest strength?
- David Gross, SVP Global Airline Distribution, Sabre
- Owen Wild, Director of Marketing, North America, Amadeus North America
- Tore Wick, VP Business Development, Pegasus Solutions
- Gianni Cataldo, General Manager and VP Americas
17.00 - 19.00 Cocktail Party
08.45 - 17.00DAY TWO - Thursday 2nd October
Moderator's Introduction
- Susan Black, President, Susan Black Consulting
08.45 - 09.15 Keynote Presentation
What Digital Trends Will Impact Your Business in 2008?
- Your Consumers are online 24/7 "Always On" - How do you support this?
- Align your offline and online message so you are always ready online, for what is happening offline
- Should you make video a centerpiece of your online strategy? And how do you make your video message consistent when selling multiple products?
- How can you balance search and social media?
- David Pavelko, Team Manager, Travel Vertical, Google
09.15 - 09.45 Keynote Presentation
The Future of the "Traditional" Online Intermediary
- Is the traditional model of transaction-based revenue becoming extinct? If yes, is this good for suppliers, consumers or both?
- Will consolidation save the model and who wins and who loses?
- Will the traditional players have to acquire "Next Generation" players so they don't get left behind?
- Glenn Fogel, Managing Director, Corporate Development and International, Priceline.com
09.45 - 11.00 Session 4
Update Your Online Strategy to Keep Ahead of Changes in Customer Behavior
- What are the latest changes in online search behavior - and how are they affecting paid search?
- Which Web 2.0 features do travel customers find most useful?
- Which Web 2.0 tools are really driving bookings for suppliers and online intermediaries?
- What types of content do online travelers prefer - and which sources are perceived as being most trustworthy?
- To what extent does user-generated content influence travel purchasing decisions?
- How effective is personalization, customization and relevant content as conversion and retention tools - and how can you measure your results?
- How are social networks and web 2.0 tools changing customer expectations of online travel - and how should you respond?
- Which travel companies truly satisfy the needs and preferences of today's customers?
- Podcasting News reports that the average American viewer watches at least two videos online every day. How can you best capitalize on this?
- Amy Scarth, Head of Research, EyeforTravel
- Ken Penny, Sr. Director, e-Commerce and Distribution Planning, Continental Airlines
- Diane Clarkson, Travel Analyst, Jupiter Research
- John Lambe, CTO, OpenJaw Technologies & Vice-Chairman of the OpenTravel Board of Directors
11.00 - 11.30 Networking Coffee Break
11.30 - 12.50 Session 5
Maintain the Profitability of your Online Advertising Campaigns - Even when Costs are Rising
- Where should you be focusing your advertising spend online to drive maximum traffic? Local search, long-tail queries, meta-search: Which channels deliver the best Return on Investment?
- How can you generate incremental traffic through a comprehensive search strategy?
- Ensuring your online adverts are relevant: Why is contextual advertising so valuable?
- According to Forrester Research, 40% of people search for something they see in a television or print advert. So how do you close the loop between offline marketing and search to deliver the maximum revenue?
- How will continued cost inflation impact on the future of pay-per-click as an effective advertising model for travel? And how can you create realistic ROI metrics for your pay-per-click campaigns?
- Where do blogs, RSS, online videos and social networking fit into your online advertising campaigns? Do they actually deliver a ROI - or can you manage without them?
- The best keywords in the right quantity: What's best practice - and how can you take advantage?
- Drew Patterson, Vice President, Marketing, Kayak
- Anil Aggarwal, CEO, Milestone Internet Marketing
- "Caribbean Jim" Hobbs, President/Founder, CheapCaribbean.com
12.50 - 14.00 Roundtable Lunch Break
14.00 - 15.30 Session 6
Using Social Media to Enhance Your Distribution Strategy
- How can travel companies monetize the boom in user-generated content, videos and social networks?
- Does investing in a social media strategy really deliver return on investment? Or is it more about creating brand advocacy?
- What opportunities are there for travel companies to partner with social media sites?
- How do you identify social media sites that your customers use frequently and rely on to make purchasing decisions?
- How can you partner with the social media sites that are most valuable to you?
- How do you measure the impact of your social media efforts?
- How should you promote and protect your brand in the social media space?
- How can you monitor what is being said about your brand?
- What impact will user-generated content have on your search engine rankings and click-through rates?
- Hear from companies have succeed in building an online community to build loyalty and encourage customers to create content
- What are the legal implications of consumer-generated media content for hospitality organizations? What liability do you have?
- How can you use social media to retain and acquire customers?
- Kristen Celko, VP Marketing, STA Travel
- Nathan Clapton, Senior Director, Brand Distribution, TripAdvisor
- Neil Salerno, CHME, CHA, Consultant & Author, Hotel Marketing Coach
15.30 - 16.00 Networking Coffee Break
16.00 - 17.10 Session 7
How to Enhance Your Website Content to Increase Traffic and Improve Conversion Rates
- How can you optimize your website to drive traffic, highlight your unique selling points and appeal to specific customer segments?
- What are the secrets of reducing abandon rates during the research phase - and how much user-generated content, mapping and video does it take to capture your customer along the purchasing path?
- How can you enhance website design, site performance and loading times to significantly reduce online abandon rates?
- Larger imagery, easier navigation and additional search options: To what extent do they improve the user journey - and produce bottom line paybacks?
- According to Forrester, 43% of surfers believe shopping on travel websites has become less useful. Does your website match up to the expectations of increasingly demanding customers?
- TripAdvisor is a prime example of deploying user-generated content to dominate search engine rankings. How can you integrate UGC into your own SEO strategy - and boost your visibility?
- Bob Barnes, CEO, Zonder
- Anne Payne, CEO, BeDynamic
- Yen Lee, CEO, Uptake
Back to topRevenue Management and Pricing in Travel
08.50 - 17.10 DAY ONE - Wednesday 1st October
08.50 - 09.00Moderator's Introduction
- Steve Pinchuk, VP Profit Optimization Systems, SAS Institute
09.00 - 10.30 Session 1
Maintain Revenues and Set the Right Prices During in the Face of Economic Slowdown
- With less disposable income and the continuing credit crunch, what else is the revenue manager to do to stop the bleeding and stimulate demand, if not to cut rates?
- In the face of an impending recession, hear best practices for managing revenue in a down market and avoid rate erosion over the long term
- What are the dangers of chasing demand by lowering your prices?
- Considering the success of Ryanair and Southwest, are we to assume that the low-price model is the ultimate solution for the airline business? Will the low-cost models ultimately fare better?
- How does opaque pricing allow you to tap into the price sensitive market and generate true incremental demand? How does opaque pricing act as a segmentation vehicle?
- Examine the price-elasticity of your customers and propose alternative products
- Jay Hubbs, Director of Revenue Management, Expedia Partner Services Group
- Chris Anderson, Assistant Professor, Cornell University, School of Hotel Administration
- Kristi White, Director of Revenue Strategy, Travelclick
- Ben Druce, Director of Revenue and Pricing, WestJet
10.30 - 11.00 Networking Coffee Break
11.00 - 12.30 Session 2
Align Distribution With Revenue Management
- How are distribution channels shifting and what impact does this have on revenue management? Where should you focus your time and resources?
- How should you integrate revenue management and distribution?
- Should your revenue management rules vary depending on your distribution channel?
- See how to measure your performance across various channels and streamline your processes to effectively implement revenue management
- How do you manage all your channels and where they get their data from?
- Identify the marketing opportunities for each channel, like GDS ad placements and 3rd Party Enhancements, to increase your hotel´s sort order and market promotions
- Get a better understanding of how much each reservation costs your hotel e.g. GDS fee, commissions, brand reservation fee
- Dr. Bill Brunger, Internal Consultant, Continental Airlines, (SVP Network, Continental Airlines, retired)
- Chinmai Sharma, VP Revenue Management, Wyndham Hotels and Resorts
- Chris Bishop, Senior Director of RM Consulting and Training, Harrah's Entertainment
- Kurien Jacob, SVP RM and Distribution, Highgate Hotels
12.30 - 13.30 Roundtable Lunch Break
13.30 - 15.00 Session 3
The Role of Revenue Managers Within Travel Organizations
- How do you persuade your organization to put RM at the core of all business decisions order to achieve maximum revenue?
- Which RM organizational structures work and why? Should sales and marketing report to RM?
- Resolve the ongoing battle between your marketing department and RM and ensure your marketing promotions alignment with RM decisions
- What combination of skills makes a good revenue manager?
- Has web 2.0 made a revenue managers life more difficult?
- Where should you look to recruit talented revenue managers?
- How do you stop Reservations Managers making rate changes at their own discretion?
- How can you show the results of your RM efforts to senior management and convince them to give RM the respect it deserves?
- Susan Cary, Director of Revenue Management, Alaska Airlines
- Melissa Skluzacek, Director of Revenue Management, Midwest Airlines
- Elizabeth Churchill, VP Sales and Marketing, Aqua Hotels and Resorts
15.00 - 15.30 Networking Coffee Break
15.30 - 16.10 Presentation
Spotlight on Revenue Management for Small and Independent Hotels
- How do you managing prices across various channels to ensure that you intermediaries don´t undercut you?
- How should a revenue manager divide their time when resources are stretched? What should you be focusing on?
- Is a best rate guarantee on your website the best way to encourage direct sales and greater rate control?
- Get advice from hotels who have built basic RM tools from scratch
- How do you overcome the challenges that small and independent hotels present?
- Is a manual system always out-dated?
- Kate Varini, Senior Lecturer - Oxford Brookes University & Founder betterrevenue.com
16.10 - 16.40 Presentation
Spotlight on Revenue Management Techniques for Groups and Meeting Space
- How can you apply revenue management techniques to groups and meeting space to generate more profits?
- How do you price for large groups and conventions? Hear the latest group pricing models
- How do you evaluate in advance which conference/event will yield the most revenue?
- How do you measure the performance of an event? Occupancy or revenue per individual?
- How can you optimize revenue through group pricing and length-of-stay patterns?
- Kim Nugent, Corporate Director of Revenue Management, Benchmark Hospitality
16.40 - 17.10 Presentation
Spotlight on Condo and Time-Share Revenue Management
- How does Condo Revenue Management vary from a traditional hotel? What do you need to know to keep our individual owners content?
- Who is staying in condos, are they different to hotel guests? How does their length of stay and booking patterns compare?
- What is the difference in terms of contract and operational needs?
- What is the difference between condo hotels and condo owners?
- Condo owners often don´t understand why you are selling your condo for different prices. How do get the owner to have confidence that the rate decisions you make are in the best interest of the property?
- Tim Coleman, Principal, The Coleman Company
17.10 - 19.30 Networking Cocktail Party
08.00 - 15.10 DAY TWO - Thursday 2nd October
08:00 - 08:50Cornell University Breakfast - Open to All
Q&A Breakfast with Chris K. Anderson, Ph.D. - Assistant Professor, Cornell University
Cornell´s Office of Executive Education invites attendees of Eye for Travel´s Revenue Management conference to a Q&A breakfast with Chris Anderson, Ph.D. Chris is an assistant professor at the Cornell School of Hotel Administration, and will be speaking on Wednesday. The Thursday breakfast will allow for more in-depth discussion surrounding revenue management within the hospitality industry. Specific questions may be submitted ahead of time via email to Amy Boardman: adb237@cornell.edu
09.00 - 09.10Moderator's Introduction
- Warren Lieberman, President, Veritec Solutions
09.10 - 10.40 Session 4
Maximize Your Revenue Through Accurate Forecasting
- For the airline industry a 10% improvement in accuracy can contribute a 3% increase in revenue. Learn how to create a forecast mentality throughout your organization
- Which periods of time should you use for forecasting? How do you divide time and provide a good basis for forecasting?
- How should you forecast in a time of economic instability?
- What is the best forecasting model? Historical models? Advanced models? Combined models? What are the pros and cons of each?
- How can you adapt forecasting models in a period of rapid market change, when historical data is insufficient? Or do you need a new model entirely?
- Are guests so predictable that their buying patterns can be pinpointed and predictions made about what they will do? What about the human element?
- Improve your forecasting to take into account the effect of pricing on purchasing behavior
- Understand the difference between constrained and unconstrained forecasting. How can unconstrained demand forecasting help you optimize revenue? What role can your RM system play in forecasting demand?
- Rick Zeni, VP Revenue Management, JetBlue Airways
- Jim Rozell, Senior Director Revenue Optimization, Carlson Hotels Group
- Michael Bentley, Director, Analytics and Modeling, Global Revenue Management, InterContinental Hotels Group
10.40 - 11.10 Networking Coffee Break
11.10 - 11.40 Keynote Presentation
Impacts of Changing Fare Structures on Airline RM Systems
- How have simplified and less restricted fares affected the ability of airline RM systems to maximize revenue?
- To what extent do the current shortcomings of RM systems contribute to lower yields, higher loads factors, and overall lower airline revenues?
- What are airlines and RM system developers doing to modify forecasting and optimization models in an effort to reclaim revenues lost to fare simplification and reduced demand segmentation?
- Learn about the latest research into new RM methods designed to estimate passenger willingness to pay and optimize revenues in today's less restricted airline pricing environment.
- Dr. Peter Belobaba, Principal Research Scientist, MIT International Center for Air Transportation
11.40 - 12.10 Keynote Presentation
Integrate Profit Optimization and Revenue Management
- See why a lack of Profit Optimization understanding, coupled with internal politics, often prevents the unlocking of this huge revenue source - How can you overcome the challenges to unleash the power of a coherent profit optimization strategy?
- How do you quantify, analyze and strategically implement a profit optimization strategy?
- How do you applying a centrally coordinated profit optimization strategy to numerous areas? How much will it increase profits? Should you invest in a profit optimization system?
- The cost of every sale, the same booking in different channels has different profitability. What channels deliver the best profit?
- Should you stop accepting GDS reservations because they are less profitable? Or close down 3rd party channels?
- How can you use XML across all your systems and get your revenue management system to automatically close the channel?
- Neil Salerno, CHME, CHA, Consultant & Author, Hotel Marketing Coach
12.10 - 13.10 Roundtable Lunch Break
13.10 - 13.40 Session 5
Revenue Management´s Next Frontier
What will the benefits be when Revenue Management is integrated with customer intelligence lifecycles, marketing automation, distribution/demand management? How will this effect pricing and will it increase profits? Will it help to have one place to go to see if all of these separate demand generating areas are in alignment? What are the benefits to automating the exchange of data between each solution and to have a user interface that allows users to look in one interface to see what actions each solution is taking on a specific date?
- Steve Pinchuk, VP Profit Optimization SAS Institute
13.40 - 15.00 Session 6
Actively Pursue a Consumer-Centric Revenue Management Strategy To Boost Revenue
- Hear how to segment your customers into distinct buying groups, demonstrating different booking behaviors, then find out how to track their traits to predict future behavior
- How do you monitor changes to various customer segments and detect downturns? Learn how to set prices your according to your customers´ willingness to pay
- Discover your competitors have boosted sales by sending targeted messages to certain segments in specific channels at specific times
- Casino customers may be willing to be segmented when they can see they immediate benefit, but how do you segment other groups of travelers who are less willing?
- How are the airlines classifying the needs of customer and providing them with a variety of purchasing choices? What impact can this have on revenue management?
- Unearth the psychology of how and when different groups buy and hold out for a more profitable reservation
- Examine the lifetime value of the customer and take a humanistic approach to revenue management
- Juston Parker, President, Parker Hospitality Group
- Stowe Shoemaker, Associate Dean of Research, University of Houston
- Dan Kowalewski, VP Revenue Strategy and Services, Wyndham Hotel Group
- Steve Pinchuk, VP Profit Optimization, SAS Institute (panel)
15.00 - 15.30 Networking Coffee Break
Back to topAncillary Revenue in Travel
09.00 - 17.00 DAY ONE - Wednesday 1st October
09.00 - 09.30 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)
09.30 - 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?
- Jim Young, VP Sales, Distribution and Marketing, Frontier Airlines
- Duncan Bureau, Vice President of Sales and Airline Partnerships, WestJet
- Dr. Natasa Christodoulidou, Ph.D, Assistant Professor of Marketing, California State University, Dominguez Hills
- Glen Harvell, VP and General Manager, Travelocity On Location
11.00 - 11.30 Networking Coffee Break
11.30 - 13.10 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
13.10 - 14.10 Roundtable Lunch Break
14.10 - 15.40 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
15.40 - 16.10 Networking Coffee Break
16.10 - 16.30Stand-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
16:30 - 17:05 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
17:05 - 19:05 Networking Cocktail Party
09.30 - 15.45DAY TWO - Thursday 2nd October
09.30 - 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 - 13.45 Roundtable Lunch Break
13.45 - 15.15 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?
- Rom Hendler, VP Strategic Marketing, The Venetian Resort Hotel Casino
- John Lambe, CTO, OpenJaw Technologies & Vice-Chairman of the OpenTravel Board of Directors
- Rob Bunker, Director, Revenue Management Consulting & SMP Analysis, Harrah's Entertainment
- Peeter Kivestu, Sr. Industry Consultant, Global Travel Solutions, Teradata Corporation
15.15 - 15.45Networking Coffee Break
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