Eyefortravel - Ancillary Revenue In Travel Usa (2008)

Travel Distribution Summit N. America 2008

Register before July 18

to

save $300 on your

1-2 October, Caesars Palace, Las Vegas

conference pass !

Ancillary Revenue in Travel USA Maximize Your Profits by Selling Additional Products and Services Along the Customer Purchasing Path • How easily can ancillary revenue benefit your business – and how much could it be worth? • Which ancillary revenue products and services will deliver maximum profitability for your business? • How do you effectively manage your ancillary revenue partnerships – and overcome the technological challenges? • What are the secrets of creating a program that’s consistent with your brand – and avoids alienating customers? • How should you profile your customers to target them with the most relevant ancillary revenue offerings? • How easily can you maximize ancillary revenues from your loyalty program? • How can hotels, casinos and other suppliers jump onto this lucrative, airline-led bandwagon?

Just imagine what you could learn from these industry trailblazers!

Charlie Sultan, MD Sales, Planning and Analysis, American Airlines

Gregg Schulze, VP Air, The Americas, Expedia

Rom Hendler, VP Strategic Marketing, The Venetian Resort Hotel Casino

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

Jim Young, VP Sales, Distribution and Marketing, Frontier Airlines

Greg Webb, Chief Marketing Officer, Sabre Travel Network and Sabre Airline Solutions

Glen Harvell, VP and General Manager, Travelocity On Location

Tad Hutcheson, VP Marketing and Sales, AirTran Airways

Sponsors

Two full days of easy-to-implement, revenue-boosting ideas

Get 3 Conferences for the Price of 1! Book now and gain unlimited access to ALL THREE Travel Distribution Summit Conferences - Full details inside

Whatever travel product you sell with ancillary revenues you can earn more Airlines are raising their revenues at little extra cost by unbundling their fares and selling additional products on their websites. The impact on their bottom line is massive and now hotels, car hire, cruises, ferries, tour operators and OTAs are all moving into this lucrative money earner. The message is simple: if you are in the business of selling travel online – your revenues could be higher! With more and more customers buying direct from the supplier the opportunities for growing your revenues by unbundling, up-selling and cross-selling are enormous. The conclusion is clear: ancillary revenue works and now it’s your turn to take a cut of the profits. Growing ancillary revenue as part of your business model is essential to the survival of your company, especially

during a weak economy. But making money is never that easy – what products do you offer, when and how? How do you continue to sell right through the travel trip. And how do you assess the risk to your brand if an ancillary product fails to live up to what has been promised?

“The Ancillary Revenue in Travel Europe conference provided an excellent opportunity to learn about innovative ways to drive additional yield in a high commodity marketplace” Lowell Miller, Sr. Director IT Business Solutions, Frontier Airlines

This year, for the first time in North America, EyeforTravel brings you Ancillary Revenue in Travel USA 2008: focusing on what you need to know to grow your ancillary revenue, boost your profits and become super-competitive. The conference brings together the companies, such as American Airlines, Continental Airlines, Orbitz, JetBlue, Frontier Airlines, Expedia and Spirit Airlines - Those who are truly leading the way in the industry. From managing to marketing, products to payment; this conference will show you how to tailor your product proposition to fully realize your profit potential. With such a wealth of information and opportunity Ancillary Revenue in Travel USA 2008 will take the industry’s ancillary revenue strategy forward. Make sure you’re not left behind and miss out and register today.

Gain Access to Three Co-Located Conferences on One Pass and

Choose from Over Twenty In-depth Sessions! This year we have co-located three conferences under one roof to provide you with the opportunity to network with a greater variety and number of travel executives. And purchasing one conference pass gives you access to all

three conferences, meaning that you can choose from over twenty in-depth sessions examining Technology, CRM, Ancillary Revenue, Revenue Management, Pricing, Distribution, eCommerce and Online Marketing. Tailor your two-day

The Rise of NextGeneration Travel Intermediaries

How to sell Travel in an Economic Downturn

Pricing in an Economic Slowdown

Align Distribution With Revenue Management

Ancillary Revenue in Travel How can Ancillary Revenue Benefit Travel?

Which Products to Offer, and When? Managing Ancillary Revenue Internally and Externally

LUNCH BREAK

AFT E RN O ON

The Staying Power of Traditional Tour Operators

Meta-Search: Who, How & When

The Role of Revenue Managers

Third-Party Technology and Ancillary Revenue

Small & Independent Hotels

The Evolution of the GDS

RM techniques for Groups & Meeting Space RM and Condos

A Customers Willingness to Pay

The Travel Distribution Executive Conference

Revenue Management & Pricing in Travel

Ancillary Revenue in Travel

Digital Trends for 2008 MO RNIN G

MO RNIN G

Role of Innovation in Online Travel

Revenue Management & Pricing in Travel

Ancillary Revenue from A-Z

Forecasting

Consumer Response to Ancillary Revenue

Impact of Changing Fare Structures on RM

Is Ancillary Revenue Program Consistent with Your Brand?

Customer Behavior

Online Advertising Campaigns

Profit Optimization LUNCH BREAK

AFT E RN O ON

Travel Distribution Executive Conference

DAY 2 Networking Cocktail Party 5-7pm at the close of day one

DAY 1

conference experience by selecting the sessions that suit your areas of expertise and come away with a wealth of information and a list of contacts that simply isn’t available anywhere else.

Using Social Media to Enhance Distribution

Website Optimization

Consumer-Centric Revenue Management

Profile Customers with Precise Products

Dynamic Packaging

Ancillary Revenue and Loyalty

This is a visual representation and is not a timed agenda

Register Now Online at www.eyefortravel.com/tdsusa

Boost Your Profits with High-Margin Ancillary Revenues October 1st: 9.00am – 7.00pm

11.30 – 1.00: Session 2:

Chairman: Patrick Murphy, Chairman, Aviation Group, Performance Consultants International (former Executive Chairman of RyanAir)

Ancillary Revenue Partnership Management: What Structure do you Need to Succeed?

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 you exploit 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 Dave Jones, Director, Web Business, 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

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 within 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

1.00 – 2.00: Roundtable Lunch Break

2.00 – 3.30: Keynote Session 3:

Third-Party Technology: Will it Help or Hinder Your Ancillary Revenue Objectives?

• 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? Charlie Sultan, MD Sales, Planning and Analysis, American Airlines Gregg Schulze, VP Air, The Americas, Expedia Robert Buckman, Director of Airline Distribution Strategies, Amadeus North America Cormac Wheelan, CEO, Datalex

3.30 – 4.00: Networking Coffee Break

4.00 – 4.30: 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

5.00 – 7.30: Networking Cocktail Party

Interactive Participation This conference has been structured to encourage active participation. Not only will you hear stimulating, thought provoking presentations, you’ll have the opportunity to have our say & get your questions answered. What’s more there will be ample time to meet, network & do business with your fellow senior-level executives; at the event, during the breaks and at our networking drinks party.

The GDSs don’t fully support interactive seat maps so they can’t sell exit rows to generate ancillary revenue. What else needs to change? • How can the OTAs and GDSs accommodate airlines if they are bundling/unbundling ancillary products – and are the GDSs actually capable of unbundling?

For More Information Call James Brown on +44 (0) 207 375 7551 - UK

Grow Your Brand by Offering an Expanded Product Mix October 2nd: 9.00am – 4.00pm 9.10 - 9.40: 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

9.40 – 10.10: 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

10.10 – 10.45: Networking Coffee Break

10.45 - 12.00: Keynote Presentations

How Do You Make Your Ancillary Revenue Program Consistent with Your Brand? Southwest started to issue seat numbers in a preflight 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?

• 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 Tad Hutcheson, VP Marketing and Sales, AirTran Airways Sandy Gantt, Managing Director E-Commerce, United Airlines

12.00 - 1.00: Roundtable Lunch Break

1.00 – 2.30: 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? John Lambe, CTO, OpenJaw Technologies & Vice-Chairman of the OpenTravel Board of Directors Rom Hendler, VP Strategic Marketing, The Venetian Resort Hotel Casino More speakers for this session to be announced shortly – please check website for details

2.30 - 3.00: Networking Coffee Break

3.00 - 4.00: Session 5:

• Are ancillary programs inconsistent with a legacy carrier brand – or not?

How Can you Maximize Ancillary Revenues from Your Loyal Customers?

• North American travelers and their sensitivities to hidden/additional costs: Which products and add-ons will flight passengers willingly pay for?

US Airways has recently reformed frequent-flyer benefits to offset rising fuel costs. Is this a wise financial decision?

• 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 ancillary revenue play a role in increased customer loyalty?

• How do you balance the need to drive ancillary revenue against the risk of alienating loyal customers? • With 60 million members, AAdvantage has become more than a loyalty program, it’s a multi-faceted marketing vehicle for a variety of business entities. How can legacy carriers piggy-back on the massive success of their loyal programs? • Does à la carte pricing alienate elite-status, frequent-fliers? • Is the diminution of perks inevitable when you embark on an ancillary revenue program? • Delta Air Lines has rolled travel insurance into its loyalty program: How easily can you offer personalized travel insurance to your regular customers? Rob Bunker, Director, Revenue Management Consulting & Analysis, Harrah’s Entertainment More speakers for this session to be announced shortly - please check website for details

Ancillary Revenue Facts: $334 million: The amount Ryanair made in ancillary revenue in 2007 74%: The increase in ancillary revenue Ryanair recorded over the past two years $248 million: How much European LLC EasyJet made in Ancillary Revenues in 2006 $22: The amount you would save per day if you hired a small car direct from Hertz rather than through Ryanair $38 million: The estimated profit European airline and ferry operators have made from scratch-cards and phone cards

Book now to avoid disappointment

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Register on the Secure Website at www.eyefortravel.com/tdsusa

Ancillary Revenue in Travel USA

Register before July 18

save $300 on your conference pass !

1-2 October, Caesars Palace, Las Vegas This conference is a key forum for high-level executives to network, learn and discuss their future strategy. When we held this event in Europe it sold out and feedback was excellent. See what you European counterparts had to say about this inaugural event: “Really informative conference with lots of good advice from key people in the travel market. An excellent way to turn new contacts into real business” Jason Rivolta, Commercial Director, Mobile Trails

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GOLD PASS Includes: • North American Online Travel Market Report (worth $995 if purchased separately) • 2 Day Conference Pass • CD-Rom of the conference (audio and presentations)

Includes: • 2 Day Conference Pass • CD-Rom of the conference (with presentations and an audio stream)

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Bronze PASS Includes: • 2 Day Conference Pass

We have arranged a special discounted room rate at Caesars Palace. Reservation details will be sent to you when you register. Please note that there is limited availability, so it is recommended that you book early to take advantage of this offer.

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The sooner you book the more you save! Early bird offers could save you $300, so book soon to get the best possible price. Plus the more people you bring, the more you will save! If you buy 4 conference passes you will receive one free pass. For more details on group discounts please call James Brown +44 (0) 207 375 7551 or email [email protected]

instant confirmation. You can pay directly on the secure site or request an invoice.

Chirac Shah, Online Marketing Executive, The Holiday Place

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“As ever, a very informative event with fantastic opportunities to learn coupled with a platform for networking and doing business”

“As usual, Eyefortravel have provided essential information in an entertaining way. Candid speakers and case studies help to illustrate both how important ancillary products can be to the development of your business and how difficult they can be to implement”

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All conference places are fully transferable without any charge at any time. There will be no penalty for cancellations received before Friday 5th September 2008 (Credit card registrations are subject to a 10% cancellation fee). If written confirmation of a cancellation is not received before Friday 5th September 2008 we will be obliged to charge the full conference fee. Please note, you must inform the conference desk in writing of any cancellations: please email [email protected]

Purchasing one conference pass gives you access to all 3 conferences: • The Travel Distribution Executive Conference 2008 • Revenue Management & Pricing in Travel 2008 • Ancillary Revenue in Travel



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What is the North American Online Travel Market Report? This report will provide you with up to the minute data and strategic analysis of the US online travel market. Incorporating an overview of the market, as well as detailed sector analyses which uncover trends of airlines, hotels and intermediaries, plus an insight into leading companies, this report will help you to strategically position your company. Exploring historical data from 2002 and looking forward to 2010, this is an essential source of market intelligence that will enable you to define your online strategy for 2008 and beyond.

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You competitors are already making serious money – Are you losing out?

Travel Distribution Summit 1-2 October, Caesars Palace, Las Vegas

N. America 2008

MAKE THE ESSENTIAL CONTACTS YOU NEED MAXIMIZE ANCILLARY REVENUE SALES

Register before July 18

to

save $300 on your conference pass !

Ample opportunities to network with fellow attendees and meet potential partners… Travel Distribution is based PRE-REGISTRATION PARTY – 30th on partnerships and at this September – Once arriving at Caesars “An informative event event distribution deals Palace, come and meet your fellow both in subject matter and industry are initiated, refreshed delegates in the Hotel bar. Collect knowledge. Good opportunities to and most importantly your badge and avoid the morning network with people who can really sealed. Our delegates rush. It’s an ideal place to meet old help with ancillary opportunities” are some of the most friends and start your networking Tony Walker, Getz.com senior decision-makers in before heading out into Las Vegas. the travel industry and with COCKTAIL EVENING – 1st October – We know that you want to 800+ people expected at our 2008 meet your fellow delegates and speakers in a social environment at the Summit the networking possibilities are endless. We know end of an information-packed first day - which is why our networking how important your time is, which is why we have specifically receptions are always such a great success! Being held in the exhibition designed this event to allow you to meet your fellow delegates hall, this informal environment is the perfect opportunity for you to see the and start talking. These include: products on offer, meet your fellow delegates and discuss the issues that have been raised. ONLINE CONTACT CENTER – Organize meetings in advance and touch base with those crucial contacts through COFFEE AND LUNCH our online networking center. This online system will be up “The Ancillary Revenue in BREAKS – The backbone and running before the event Travel Europe conference provided an of your networking; you’ll be so you can make initial contact excellent opportunity to learn about able to cement relationships and after the event to catch-up innovative ways to drive additional yield and discuss future business with the people you missed. By in a high commodity marketplace” opportunities during two lunch limiting the number of emails Lowell Miller, Sr. Director IT breaks and four coffee breaks. we’ll ensure that you only hear Strategy & e-Business Solutions, We promise you’ll have ample from potential partners and Frontier Airlines time to network with your fellow avoid spam. attendees across the two days

EXPERT SPEAKERS INCLUDE Brian Robb, SVP Corporate Development, The Mark Travel Corporation Frank Petito, SVP Corporate Development, Orbitz Worldwide Gregg Schulze, VP Air, The Americas, Expedia Noreen Henry, VP Hotels & Packaging, Travelocity Tammy Peter, VP Global Distribution Strategy, Wyndham Hotel Group William Koo, Chief Marketing Strategist, Castle Hotels & Resorts Ben Druce, Director of Revenue & Pricing, WestJet Dr. Peter Belobaba, Principal Research Scientist, MIT International Center for Air Transportation Brett Cochran, Director of Business Development, JetBlue Airways Diane Clarkson, Travel Analyst, Jupiter Research

Dr. Natasa Christodoulidou, Ph.D, Assistant Professor of Marketing, California State University, Dominguez Hills

Cormac Wheelan, CEO, Datalex

Elizabeth Churchill, VP Sales & Marketing, Aqua Hotels & Resorts

David Gross, SVP Global Airline Distribution, Sabre

Barry Biffle, SVP & CMO, Spirit Airlines Glen Harvell, VP & General Manager, Travelocity On Location Greg Webb, Chief Marketing Officer, Sabre Travel Network & Sabre Airline Solutions Amy Scarth, Head of Research, EyeforTravel Chinmai Sharma, VP Revenue Management, Wyndham Hotels & Resorts

Dave Jones, Director, Web Business, WestJet

Stowe Shoemaker, Associate Dean of Research, University of Houston

Rob Bunker, Director, Revenue Management Consulting & Analysis, Harrah’s Entertainment

Susan Cary, Director of Revenue Dr. Bill Brunger, Internal Consultant, Continental Management, AlaskaAir Airlines Mark Mahaney, Director of Neil Salerno, CHME, CHA, Internet Research, Citigroup Consultant & Author, Hotel Investment Group Marketing Coach Melissa Skluzacek, Director of Keith Melnick, EVP Corporate Revenue Management, Development, Kayak Midwest Airlines Charlie Coniglio, VP Owen Wild, Director of eCommerce & Global Marketing, North America, Distribution, Dollar Thrifty Amadeus North America Automotive Group Patrick Murphy, Chairman, “Caribbean Jim” Hobbs, Aviation Group, Performance President/Founder, Consultants International CheapCaribbean.com (former Executive Chairman Kristen Celko, VP Marketing, of RyanAir) STA Travel

Gregg Chapman, Senior Manager Revenue & Profit Jim Young, VP Sales, Management, Walt Disney Parks Distribution & Marketing, & Resorts Frontier Airlines Gregory Saks, Director, John Lambe, CTO, OpenJaw Compete Technologies & Vice-Chairman Jake Fuller, Managing Director, Thomas Weisel Partners

of the OpenTravel Board of Directors

Jay Hubbs, Director of Revenue Management, Expedia Partner Services Group

John McEwan, Director of Revenue Strategy, Vail Resorts

Jim Rozell, Senior Director Revenue Optimization, Carlson Hotels Group

Chris Amenechi, Senior Director Julie Szudarek, VP of Revenue International eCommerce Management, The Americas, & Distribution Planning, Orbitz Worldwide Continental Airlines Kate Varini, Senior Lecturer, Chris Anderson, Assistant Oxford Brookes University & Professor, Cornell University, School of Hotel Administration Founder, betterrevenue.com

Charlie Sultan, MD Sales, Planning & Analysis, American Airlines

Kim Nugent, Corporate Director of Revenue Management, Benchmark Hospitality

Robert Buckman, Director of Airline Distribution Strategies, Amadeus North America Rod Cuthbert, CEO, Viator Rom Hendler, VP Strategic Marketing, The Venetian Resort Hotel Casino Steve Pinchuk, Corporate VP Revenue Management, SAS

Rick Zeni, VP Revenue Management, JetBlue Airways Ted Souder, Midwest Director of Sales, Google Warren Lieberman, President, Veritec Solutions

Book now at: www.eyefortravel.com/tdsusa

Nathan Clapton, Senior Director, Brand Distribution, TripAdvisor Bob Barnes, CEO, Zonder Sandy Gantt, Managing Director E-Commerce, United Airlines