Eyefortravel - Travel Distribution Summit Asia 2009
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Travel Distribution Summit Asia 2009
Early Bird discount inside
SAVE US$100
1-2 April 2009, Suntec Convention Centre, Singapore
Innovative online travel strategies for challenging times An
Event
• SALES TECHNIQUES FOR ‘OUT OF THE BOX’ MARKETERS • INNOVATIVE & CREATIVE DISTRIBUTION STRATEGY • BRAND BUILDING WITH INSPIRED WEBSITE CONTENT • BOLD NEW REVENUE MANAGEMENT APPLICATION • POSITIVE ACTION IN TROUBLED ECONOMIES • NETWORKING WITH THE BEST!
William Chua, VP of Revenue Management & Distribution, Meritus Hotels & Resorts
Michael Lee, VP Marketing Systems & Services, Banyan Tree Hotels & Resorts
Sponsor
Hans Belle, VP and General Manager APAC, Sabre Travel Network
Greg Albertini, Regional Vice President, Revenue Strategy, Asia Pacific, Marriott International
Cyril Ranque, VP, Asia Pacific Partner Services Group, Expedia
Media Partners
www.eyefortravel.com/tdsasia
Berthold Trenkel, President Asia Pacific, Carlson Wagonlit Travel
Dear Travel Innovator! Well if you hadn’t already guessed it, the theme of this year’s Travel Distribution Summit Asia is Innovation. Being innovative is critical to the success of the travel industry – across every sector – in the economic conditions we are faced with today.
A very well organised conference. The range of topics were fantastic and the speakers very informative. I would recommend this event to any airline management staff. Deoraj Deenanath, Air Mauritius
Tough times require innovative approaches to standard business functions, and likewise can be the driver of creative new strategies and processes – be it from a cost cutting or revenue generating standpoint. Rest assured this year’s event has not been created to scare, depress or unsettle attendees with references to economic doom and gloom. The program has been designed to offer a dynamic and practical means by which to positively confront the current challenges, with a degree of relative success. So why Innovation? Because we know that continuing business activities as if operating in a stable market will most likely be fruitless. Because when budgets are tightened, outside-the-box thinking can often create better and more cost effective ways of operating.
Balanced panels with excellent points. A refreshing conference that considers the Asian market within the global economy. Manuel Ferrer, HotelBeds Accomodation
Because without innovation the challenges we face will no longer just be those external to our business, but also internal. Everywhere we turn there is no escaping the deluge of discouraging announcements concerning the uncertain economic environment that we face. Another airline liquidation here, another financial bailout there… undoubtedly testing times for the travel sector more than most. Some commentators believe that the worst is yet to come, and that 2009 could be the toughest year that we have encountered since 9/11. Yet in stark contrast we see things like Bali’s visitor numbers bucking the downward trend, by remaining stable off the back of a recent growth period. Compounding the difficult situation further are recent political and security issues faced by some of Asia’s most popular tourist destinations. The simple truth is that it is extremely difficult for anyone to predict what the coming 6 to 12 months will hold for us, and if anyone could predict the outcome then the current economy would cease to be continually labelled ‘uncertain’.
Once again EyeforTravel provides excellent content with an opportunity to catch up with regional colleagues and industry players. James Gaskell, Stella Travel Services
With TDS Asia 2009 we have identified 3 main areas where we will discuss the application of innovation: online distribution and sales; revenue management and pricing; website content and conversion strategies. Travel distribution has long been the backbone of TDS Asia, and as this comprehensive subject encompasses so many modern business activities, it has allowed us to revisit popular revenue management topics, as well as introduce the dynamic new world of website content. As always the leaders in each of the various disciplines will be collaborating to bring you an engaging two days of opinion, theory and debate. This brochure contains all the event information including discount details, and I sincerely hope it is of interest and look forward to seeing you in Singapore. Be Innovated! Best regards,
The extensive range of suppliers and various travel verticals brought interesting viewpoints to the table. Such a diverse range of companies give a very wide perspective of opportunities and challenges in the future. Nazlin Nizari, Emirates
Reece Gladstone Regional Director Asia-Pacific & Middle East EyeforTravel Ltd.
Register online at www.eyefortravel.com/tdsasia
4 great reasons to attend: The Learning - this event has been created after hours of discussion with people across every discipline, sector, and geographic corner of Asia’s travel industry. Those discussions have been compressed into this thought provoking agenda, featuring the most recurring challenges and opportunities.
The Leaders - we always work hard to invite speakers whose area of expertise matches the topic on which they are presenting. Flick through the range of jobtitles and companies featured, and you will agree that this year’s speakers are all qualified experts in their field.
The Networking - TDS Asia has quickly developed a reputation as the networking hub for the industry, and with over 720 visitors in 2008 it’s easy to see why. We make every effort to ensure you can meet the industry, quiz the solution providers, and reacquaint yourself with industry friends old and new. The Climate - Never have Asia’s travel suppliers faced such a massive battle as overcoming the recent economic shift. This battle is one that we all must face, and arming ourselves with the collective knowledge of many is a step in the right direction.
TOP SPEAKERS INCLUDE: Ben George, Revenue Management Director for APAC, Hilton Hotels Rob Rosenstein, COO, Agoda Maria Socorro Cotelo, Group Revenue & Standardization Manager, Waterfront Hotels & Casino Greg Albertini, Regional Vice President, Revenue Strategy, Asia Pacific, Marriott International Ricky Ang, Vice President - Sales & Marketing, Hotel Equatorial Hans Belle, VP and General Manager APAC, Sabre Travel Network Vivek Bhalla, Managing Director Asia Pacific, The Rainmaker Group David Chambat, VP Asia Pacific, TVtrip.com William Chua, Vice President of Revenue Management & Distribution, Meritus Hotels & Resorts
Olivier Horps, VP Marketing (APAC) & GM Commercial (China, Korea, India, SEA), Club Med Asia
Ric Shreves, Founding Partner, water&stone
Meraj Huda, Principal Consultant, Forumline
Maunik Thacker, Executive Director of Revenue Management, Venetian Macau Ltd
Daren Kang, Director of Agency Sales, Asia Pacific, InterContinental Hotels Group
Berthold Trenkel, President Asia Pacific, Carlson Wagonlit Travel
Tran Kien, Chairman, iVivu.com
Dan O’Sullivan, Director of Sales EMEA, Translations.com
Sherri Kimes, STB Distinguished Professor of Asian Hospitality Management, Cornell-Nanyang Institute of Hospitality Management
Sameer Poonja, VP Technology, Kiwi Collection Keith Timimi, Chairman, Qais Consulting
Michael Lee, VP Marketing Systems & Services, Banyan Tree Hotels & Resorts
George Harb, Commercial Director Asia, Travelport
Joe Nguyen, Regional Manager, SEA, Omniture
Puneet Mahindroo, Corporate Director of Revenue Management & Global Distribution, Taj Hotels, Check the Resorts & website for the Palaces
Edward Perry, Senior Director of eCommerce, WORLDHOTELS Cyril Ranque, VP, Asia PacificPartner Services Group, Expedia
Grant Colquhoun, Director Hotel Asia Pacific, Travelocity
Janice Chan, Director Online Distribution, Starwood Hotels & Resorts APAC
Fritz Demopoulos, Co Founder & Managing Director, Qunar
Steve Sherlock, Managing Director, Oodles.com
most up to date speaker list!
40+ presenters, 20+ workshops, 11+ networking hours
Online Distribution & Sales DAY 1 - 1st April 2009 KEYNOTE:
PRESENTATION:
PRESENTATION:
Online success in challenging environments
Distribution using unorthodox and innovative methods
How to wean yourself off search engines
It’s no secret the global economic crisis is impacting the travel sector hardest. Weathering the storm will be a tough task, and the consensus is that there maybe worse still to come. But tough times nurture innovation… Expedia are no strangers to challenging economic climates, and have emerged from similar situations a stronger brand strategically. As with all travel their strategy has changed recently, but this change should not represent trepidation. Join us for our first ‘wisdom of crowds’ interactive session, led by Cyril Ranque, VP APAC Partner Services Group for Expedia. Discuss innovative techniques with which to tackle the recession headon, share your own opinion and hear how Expedia plan to positively leverage off the troubled economy. What from their previous experiences can be applied now to defy the downward trend?
Not all travel distribution has to be as expensive as traditional means. Exploring innovative new channels and partnerships can keep distribution costs down, while casting a wider net to reach new segments. KEY LEARNINGS:
Oodles.com founder Steve Sherlock believes the strategic use of SEO and SEM can be vital in the early stages of a company’s growth, but businesses put themselves at risk if they fail to evolve more sophisticated brand marketing strategies. Using Oodles.com as a case study, Steve will explore why a company that is too reliant on search can be a sitting duck, and look at ways in which a business can wean itself off search engines in order to build long-term value to its brand. Steve will support his argument by comparing direct site traffic metrics with that of paid search traffic. He believes that Google itself is the perfect example of a company using innovation rather than search to build its brand: “Google didn’t rely on other search engines to become Google”.
Interactive voting session
Caught in time - The wisdom of crowds We will be revisiting the results from the wisdom of crowds interactive voting at the 2010 summit. Let’s see if popular opinion really can be a predictor of business trends, and look for ways of practically applying this knowledge in the future! Cyril Ranque, VP Partner Services Group APAC, Expedia Coffee
SESSION:
Channel Management During tough times optimizing the mix of your chosen channels is essential for placing your product in front of the right audience. Identify which channels will reap you the greatest rewards, and align your product offering across multiple channels. KEY LEARNINGS: • Expected benefits from an automated channel management system • Channel harmony – complimentary marketing campaigns that cut across all your chosen channels • Shifting third party distribution to more lucrative direct channels • Should you consider paying higher agency commissions if the agency has an extensive global presence, and the ability to attract cash rich foreign markets? • Advertising model versus sales model – optimise your channel mix • Discover the core business advantages to exploring several different channels, versus relying on one or two Olivier Horps, VP Marketing (APAC) & GM Commercial, Club Med Asie Tran Kien, Chairman, iVivu.com Berthold Trenkel, President APAC, Carlson Wagonlit Travel Meraj Huda, Principal Consultant, Forumline
• New low cost means of distribution that should be on any organizations radar • Meta Search as a viable and competitive alternative • What extra expenses does Meta Search add to your marketing and sales compared to merchants, where these functions are largely covered? • Video content as a distribution tool • Using social networking sites and online communities for targeted ditribution Grant Coluqhorn, Director of Hotels, APAC, Travelocity George Harb, Commercial Director Asia, Travelport
PRESENTATION:
User Generated and unmanaged content Adding content to your travel site is not always going to be about fancy video and emotive imagery. Providing customers with the ability to discuss/critique your product is now a key consideration for any modern travel business. KEY LEARNINGS • Travellers believe other travellers – the argument for providing an outlet for user criticisms and reviews • Integrating user generated content tools means managing new content at an added expense • Is there much point including user generated content on your site if you are not monetizing it in some way? • Turning negative feedback into positive PR - strategies to deal with adverse consumer reviews • The risk of adding favourable content with an organisational bias Ric Shreves, Founding Partner, water&stone
Steve Sherlock, Managing Director, Oodles.com
PRESENTATION:
Optimizing multi-channel online marketing campaigns As consumption of digital media increases, companies are increasing their efforts at targeting consumers through emails, SEO initiatives, Pay-per-Click advertising, display advertisements, affiliate marketing, and social networking. In this complex online environment, search advertising has been seen as the most effective channel at delivering results, particularly transactional ROI. However, consumers engage the brand via multiple channels before purchasing, and there are many points in which a company influences them before a transaction. Are companies paying attention to this brand engagement journey? Do they have an understanding of which combinations of campaigns and channels are contributing to their success events? Ultimately, are they optimising towards the channels that produce the best ROI, or is it simply a shotgun approach? Joe Nyugen, Regional Manager SEA, Omniture
Coffee
Distribution marketing We revisit this popular topic in 2009, to decipher some of the key types of Asian travel marketing, With a particular focus on the mysterious Search Marketing. What will bring you the greatest ROI?
Check the website for latest news, case studies and event speakers
Lunch
Combat the negative outlo
Online Distribution & Sales DAY 2 - 2nd April 2009 SESSION:
SESSION:
Forecasting through an economic downturn
OTAs as a sales and marketing channel
Enhancing the customer experience using innovative content
Lead times are shrinking, as are travel budgets - from corporate and leisure alike! Forecasting has become both worryingly difficult and increasingly essential at the same time. Can we actually continue to forecast with any degree of confidence or accuracy? KEY LEARNINGS
• Tailoring promotions according to the type of OTA being used
A clear website content strategy can add stickiness to your website and engage customers to turn lookers into bookers. Hear how optimized content can bolster your natural search rankings KEY LEARNINGS
• Sourcing local OTAs with better local knowledge depending on the country being targeted
• Understanding your customers and booking validity to increase forecasting accuracy
• Can OTAs fill the sales gap left by corporate bookers who ignore negotiated rates and shop for cheaper rates online? Or are they an instigator of this change?
• The impacts of the volatile economic climate on travel forecasting
Daren Kang, Director of Agency Sales Asia Pacific, IHG
• How is forecasting achievable during economic climate and what to be wary of
Janice Chan, Director Online Distribution, Starwood Hotels & Resorts APAC
• Maximising forecasts with shortened lead times • Under what circumstances should you alter your forecasts – what will be the likely impacts of this? • What critical factors should prompt you to revisit your forecasts? • Currency fluctuations – their continued influence over long and short haul travel patterns William Chua, VP Revenue Management & Distribution, Meritus Hotels & Resorts Ricky Ang, VP Sales & Marketing, Hotel Equatorial Coffee
SESSION:
Optimized third party distribution to stimulate sales As ominous signs of a price war begin to loom, third party websites as sales and distribution tools take on new importance. Hear the key considerations you should make before offering more inventory for 3rd party sales. KEY LEARNINGS: OTAs as a distribution channel • Identifying what works - What proof is there that a chosen OTA will sell? • Increasing your reach is essential when times are tough, so will OTAs demand higher commissions? • Should you be considering dropping less lucrative channels, or expanding your intermediary net to reach as many people as possible? Rob Rosenstein, COO, Agoda
More OTA speaker announcements coming soon
The summit is a great insight into the opportunities and issues facing the Asian travel market. John Feenaghty, Flight Centre
• A great website reflects well on your brand. Learn the minimum features that are now the common standard • Customers vs Optimization – should your website content be tailored towards optimizing your site or enhancing a customers experience? • Simple features like video add clarity to your product offering. But at what cost, and how much text is vital to conversions?
PRESENTATION:
Michael Lee, VP Marketing Systems & Services, Banyan Tree Hotels & Resorts
Content aggregation with meta search
PRESENTATION:
Lunch
Sameer Poonja, VP Technology, Kiwi Collection
Meta Search is a search concept that we are all very familiar with, and one that is here to stay. Fritz Demopolous of Qunar believes that 2009 will see new meta search offerings that could change how consumers access hotel pricing and travel information. Hear Fritz provide details on how Qunar plans to aggregate and filter relevant information, and provide context to hotel reviews, pricing information and non-price content. Can classic meta search engines move beyond simple price comparisons, and into the technical realm of content, context and customization? You be the judge...
Usable and enjoyable sites for sales success
Fritz Demopolous, Co-Founder & Managing Director, Qunar.com
SESSION:
PRESENTATION:
Turning video content into sales With increased connection speeds, advancements in mobile devices and internet penetration continuing to spread across Asia, video content has become much more viable. As with all forms of content, video can be provided in more than one format – user generated, professional, unbias. This presentation will cover the following issues:
Customer expectations evolve, so it is vital to have an ongoing program of analytics merging insights from search, traffic, sales and research data. These insights build hypotheses that can be continually tested, with winning candidates implemented to increase engagement, conversion rates and average booking values. Keith Timimi explains how to add depth to your website content using this technique, while optimizing both your organic and paid search traffic in the process. Keith Timimi, Chairman, Qais Consulting
Tailoring website content to satisfy different cultural needs Each Asian culture interacts with - and responds to - different types of rich content in different ways. Understand what types of content appeal to the different Asian market segments KEY LEARNINGS • Learn the content preferences and requirements that different Asian cultures demand of a travel website • At what point should you offer translated language websites, and what ROI can you consequently expect?
• Choosing the right style of video content for your site
• Understand which countries are embracing both the contribution and consumption of UGC.
• Where connectivity will still present a barrier for video
• Is your content being presented in the way that it was originally intended? Maintaining the quality and consistency of content across different channels
• The ROI you can expect from different video formats • Video as a measurable marketing tool instead of a branding exercise David Chambat, VP Asia Pacific, TVtrip.com
ook with positive strategy!
Coffee
Edward Perry, Senior Director of eCommerce, WORLDHOTELS Dan O’Sullivan, Director of Sales EMEA, Translations.com
Revenue Management & Pricing DAY 1 - 1st April 2009 KEYNOTE:
PRESENTATION:
Online success in Asia’s travel industry
What keeps revenue managers up at night?
It’s no secret the global economic crisis is impacting the travel sector hardest. Weathering the storm will be a tough task, and the consensus is that there maybe worse still to come. But tough times nurture innovation… Expedia are no strangers to challenging economic climates, and have emerged from similar situations a stronger brand strategically. As with all travel their strategy has changed recently, but this change should not represent trepidation. Join us for our first ‘wisdom of crowds’ interactive session, led by Cyril Ranque, VP APAC Partner Services Group for Expedia. Discuss innovative techniques with which to tackle the recession head-on, share your own opinion and hear how Expedia plan to positively leverage off the troubled economy. What from their previous experiences can be applied now to defy the downward trend?
The practice of revenue management has changed during these times of economic uncertainty. Can revenue management work during a recession? What are the most important issues that you should be aware of? How can you best use revenue management to compete in the future? In this session, Professor Sherri Kimes of the CornellNanyang Institute of Hospitality Management, will present the results of a survey of Asian revenue management professionals that will be conducted in February and March 2009. The survey covers a variety of topics including the major issues facing revenue management and the future trends in revenue management.
Sherri Kimes, STB Distinguished Professor of Asian Hospitality Management, Cornell-Nanyang Institute of Hospitality Management Coffee
Interactive voting session
Caught in time - The wisdom of crowds We will be revisiting the results from the wisdom of crowds interactive voting at the 2010 summit. Let’s see if popular opinion really can be a predictor of business trends, and look for ways of practically applying this knowledge in the future!
Cyril Ranque, VP Partner Services Group APAC, Expedia Coffee
PRESENTATION:
Avoiding a price war If history has taught the hotel sector one thing, it is to avoid a price war at all costs. The post 9/11 slump instigated a price war that proved extremely detrimental to hotel revenues and brand perception for years after. However it only takes a few key players to begin cutting prices before a domino effect sets in. Can Asia avoid the dreaded price war in these uncertain economic times, and if so what strategies will be critical to ensure that hotels remain profitable without reducing prices?
Greg Albertini, Regional VP Revenue Strategy APAC, Marriott International Lunch
PRESENTATION:
Nurturing RM in the organizational culture Revenue Management as a discipline still has some way to go before it can truly say it has the standing of other departments in Asian hotels. A revolution is happening however, and RM culture is strengthening region wide led by some innovative global brands. Hear Hilton’s Ben George guide you through the processes of developing a RM culture within the hotel organizational structure, and how this change has benefited the entire Hilton chain throughout.
SESSION:
Revenue management in tough times What new and innovative techniques can be applied to help ease the strain of the economic downturn? Does the revenue management team need now to take a more active part in the organizations distribution and sales decisions? KEY LEARNINGS:
• Tightening economy – what type of guerrilla/creative strategies can be used to buffer revenues? • Find new sources of business that don’t compromise your brand equity • Where should RM be looking to advise sales/distribution teams to concentrate on, to strengthen your revenue performance? • Is there an argument for returning to the merchant model? • Preventing wholesalers from distributing your product to other online channels – what is the opportunity cost? Vivek Bhalla, Managing Director Asia Pacific, The Rainmaker Group Maria Socorro Cotelo, A very insightful event. Group Revenue & One of the best platforms Standardization to network with fellow Manager, Waterfront industry experts Hotels & Casino Chong Pink Kee, Holiday Tours and Travel
Ben George, Revenue Management Director for APAC, Hilton Hotels
Uncompromising revenue manag
Revenue Management & Pricing DAY 2 - 2nd April 2009 SESSION:
PRESENTATION:
Forecasting through an economic downturn
Increasing revenues through ancillary sales
Lead times are shrinking, as are travel budgets from corporate and leisure alike. Forecasting has become both worryingly difficult and increasingly essential at the same time. Can we actually continue to forecast with any degree of confidence or accuracy? KEY LEARNINGS
The global softening of travel demand has impacted all sectors and disciplines. Integrating new ancillary revenue streams other than your core product offering is an exciting new way to offset any lost earnings. Discover how ancillary products could be the key to maintaining your revenue generating potential. KEY LEARNINGS:
• What is an ‘ancillary product’ and why should I bother selling them? • Understanding your customers and booking • Incorporating ancillary products that don’t suggest your brand is validity to increase forecasting accuracy adopting a low cost model • The impacts of the volatile economic climate on • Choose the best ancillary products to compliment your own travel forecasting product offerings • How is forecasting achievable during periods of • Integrating ancillary revenue technology into your low demand - what should you be wary of? booking engine • Maximise forecasts with shortened lead times • What results can you expect from offering ancillary products, and what percentage of the revenue goes to who? • Under what circumstances should you alter your forecasts – what will be the likely impacts of this? Hans Belle, VP & General Manager APAC, Sabre Travel Network • Currency fluctuations – their continued influence PRESENTATION: over long and short haul travel patterns Revenue Management Systems William Chua, VP Revenue Management & Revenue management systems will increase the efficiency and Distribution, consistency of a revenue management team, and eliminate human Meritus Hotels & Resorts error. But selecting, training and funding for their introduction can be Ricky Ang, VP Sales & Marketing, Hotel Equatorial challenging. Coffee
KEY LEARNINGS:
DEBATE:
• Evaluate your company’s need for a Revenue Management System (RMS) Rate parity, transparency and price • New training and organisational changes that are necessary with integrity the introduction of a RMS Many arguments suggest that rate parity is critical to • What key features will you require from a revenue management the integrity of a hotel. But is there also reasonable argument to consider offering different packages to system? different markets and channels? • How can you complement an automated system with manual KEY LEARNINGS: checks and human instinct? • To what extent is it acceptable to compromise • Cost and results – how much and where’s my ROI? on your price integrity during an economic Vivek Bhalla, Managing Director Asia Pacific, The Rainmaker Group downturn? • As some brands begin to consider local versus international room rates, hear what repercussions As part of previous TDS Asia events we have a move like this can have run a two day workshop schedule adjacent to the main exhibition hall. As the quality and Puneet Mahindroo, Corporate Director of Revenue size of our exhibition has grown, so to has Management & Global Distribution, the demand for the workshop program that Taj Hotels, Resorts & Palaces accompanies it. • Assess rate parity across all channels versus Led by solution providers, industry leaders variable rates depending on the profitability of and specialist consultants alike, the 2009 that channel. program will undoubtedly be as popular as ever. • Should packages be tailored to particular market Last year’s full program of workshops can be viewed by visiting segments without altering the individual package the event website at prices? www.eyefortravel.com/tdsasia/conference/workshops.asp Maunik Thacker, This year’s program will be launched at the beginning of March, Executive Director of Revenue Management, so keep a look out for it and expand your knowledge at TDS Asia. Venetian Macau Ltd Lunch
gement to challenge the standard
Travel Distribution Summit Asia 2009
Early Bird discount
SAVE US$100
1-2 April 2009, Suntec Convention Centre, Singapore
REGISTRATION FORM 1. Your Choice of Registration Package
Accommodation
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Includes: 2 Day Conference Pass, CD-Rom of the conference (audio and presentations)
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Includes: 2 Day Conference Pass, CD-Rom of the conference (audio and presentations), Choice of current industry report
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Group discounts available. Enquiries email [email protected]
Early Bird discount inside
SAVE US$100
1-2 April 2009, Suntec Convention Centre, Singapore
Innovative online travel strategies for challenging times An
Event
• SALES TECHNIQUES FOR ‘OUT OF THE BOX’ MARKETERS • INNOVATIVE & CREATIVE DISTRIBUTION STRATEGY • BRAND BUILDING WITH INSPIRED WEBSITE CONTENT • BOLD NEW REVENUE MANAGEMENT APPLICATION • POSITIVE ACTION IN TROUBLED ECONOMIES • NETWORKING WITH THE BEST!
William Chua, VP of Revenue Management & Distribution, Meritus Hotels & Resorts
Michael Lee, VP Marketing Systems & Services, Banyan Tree Hotels & Resorts
Sponsor
Hans Belle, VP and General Manager APAC, Sabre Travel Network
Greg Albertini, Regional Vice President, Revenue Strategy, Asia Pacific, Marriott International
Cyril Ranque, VP, Asia Pacific Partner Services Group, Expedia
Media Partners
www.eyefortravel.com/tdsasia
Berthold Trenkel, President Asia Pacific, Carlson Wagonlit Travel
Dear Travel Innovator! Well if you hadn’t already guessed it, the theme of this year’s Travel Distribution Summit Asia is Innovation. Being innovative is critical to the success of the travel industry – across every sector – in the economic conditions we are faced with today.
A very well organised conference. The range of topics were fantastic and the speakers very informative. I would recommend this event to any airline management staff. Deoraj Deenanath, Air Mauritius
Tough times require innovative approaches to standard business functions, and likewise can be the driver of creative new strategies and processes – be it from a cost cutting or revenue generating standpoint. Rest assured this year’s event has not been created to scare, depress or unsettle attendees with references to economic doom and gloom. The program has been designed to offer a dynamic and practical means by which to positively confront the current challenges, with a degree of relative success. So why Innovation? Because we know that continuing business activities as if operating in a stable market will most likely be fruitless. Because when budgets are tightened, outside-the-box thinking can often create better and more cost effective ways of operating.
Balanced panels with excellent points. A refreshing conference that considers the Asian market within the global economy. Manuel Ferrer, HotelBeds Accomodation
Because without innovation the challenges we face will no longer just be those external to our business, but also internal. Everywhere we turn there is no escaping the deluge of discouraging announcements concerning the uncertain economic environment that we face. Another airline liquidation here, another financial bailout there… undoubtedly testing times for the travel sector more than most. Some commentators believe that the worst is yet to come, and that 2009 could be the toughest year that we have encountered since 9/11. Yet in stark contrast we see things like Bali’s visitor numbers bucking the downward trend, by remaining stable off the back of a recent growth period. Compounding the difficult situation further are recent political and security issues faced by some of Asia’s most popular tourist destinations. The simple truth is that it is extremely difficult for anyone to predict what the coming 6 to 12 months will hold for us, and if anyone could predict the outcome then the current economy would cease to be continually labelled ‘uncertain’.
Once again EyeforTravel provides excellent content with an opportunity to catch up with regional colleagues and industry players. James Gaskell, Stella Travel Services
With TDS Asia 2009 we have identified 3 main areas where we will discuss the application of innovation: online distribution and sales; revenue management and pricing; website content and conversion strategies. Travel distribution has long been the backbone of TDS Asia, and as this comprehensive subject encompasses so many modern business activities, it has allowed us to revisit popular revenue management topics, as well as introduce the dynamic new world of website content. As always the leaders in each of the various disciplines will be collaborating to bring you an engaging two days of opinion, theory and debate. This brochure contains all the event information including discount details, and I sincerely hope it is of interest and look forward to seeing you in Singapore. Be Innovated! Best regards,
The extensive range of suppliers and various travel verticals brought interesting viewpoints to the table. Such a diverse range of companies give a very wide perspective of opportunities and challenges in the future. Nazlin Nizari, Emirates
Reece Gladstone Regional Director Asia-Pacific & Middle East EyeforTravel Ltd.
Register online at www.eyefortravel.com/tdsasia
4 great reasons to attend: The Learning - this event has been created after hours of discussion with people across every discipline, sector, and geographic corner of Asia’s travel industry. Those discussions have been compressed into this thought provoking agenda, featuring the most recurring challenges and opportunities.
The Leaders - we always work hard to invite speakers whose area of expertise matches the topic on which they are presenting. Flick through the range of jobtitles and companies featured, and you will agree that this year’s speakers are all qualified experts in their field.
The Networking - TDS Asia has quickly developed a reputation as the networking hub for the industry, and with over 720 visitors in 2008 it’s easy to see why. We make every effort to ensure you can meet the industry, quiz the solution providers, and reacquaint yourself with industry friends old and new. The Climate - Never have Asia’s travel suppliers faced such a massive battle as overcoming the recent economic shift. This battle is one that we all must face, and arming ourselves with the collective knowledge of many is a step in the right direction.
TOP SPEAKERS INCLUDE: Ben George, Revenue Management Director for APAC, Hilton Hotels Rob Rosenstein, COO, Agoda Maria Socorro Cotelo, Group Revenue & Standardization Manager, Waterfront Hotels & Casino Greg Albertini, Regional Vice President, Revenue Strategy, Asia Pacific, Marriott International Ricky Ang, Vice President - Sales & Marketing, Hotel Equatorial Hans Belle, VP and General Manager APAC, Sabre Travel Network Vivek Bhalla, Managing Director Asia Pacific, The Rainmaker Group David Chambat, VP Asia Pacific, TVtrip.com William Chua, Vice President of Revenue Management & Distribution, Meritus Hotels & Resorts
Olivier Horps, VP Marketing (APAC) & GM Commercial (China, Korea, India, SEA), Club Med Asia
Ric Shreves, Founding Partner, water&stone
Meraj Huda, Principal Consultant, Forumline
Maunik Thacker, Executive Director of Revenue Management, Venetian Macau Ltd
Daren Kang, Director of Agency Sales, Asia Pacific, InterContinental Hotels Group
Berthold Trenkel, President Asia Pacific, Carlson Wagonlit Travel
Tran Kien, Chairman, iVivu.com
Dan O’Sullivan, Director of Sales EMEA, Translations.com
Sherri Kimes, STB Distinguished Professor of Asian Hospitality Management, Cornell-Nanyang Institute of Hospitality Management
Sameer Poonja, VP Technology, Kiwi Collection Keith Timimi, Chairman, Qais Consulting
Michael Lee, VP Marketing Systems & Services, Banyan Tree Hotels & Resorts
George Harb, Commercial Director Asia, Travelport
Joe Nguyen, Regional Manager, SEA, Omniture
Puneet Mahindroo, Corporate Director of Revenue Management & Global Distribution, Taj Hotels, Check the Resorts & website for the Palaces
Edward Perry, Senior Director of eCommerce, WORLDHOTELS Cyril Ranque, VP, Asia PacificPartner Services Group, Expedia
Grant Colquhoun, Director Hotel Asia Pacific, Travelocity
Janice Chan, Director Online Distribution, Starwood Hotels & Resorts APAC
Fritz Demopoulos, Co Founder & Managing Director, Qunar
Steve Sherlock, Managing Director, Oodles.com
most up to date speaker list!
40+ presenters, 20+ workshops, 11+ networking hours
Online Distribution & Sales DAY 1 - 1st April 2009 KEYNOTE:
PRESENTATION:
PRESENTATION:
Online success in challenging environments
Distribution using unorthodox and innovative methods
How to wean yourself off search engines
It’s no secret the global economic crisis is impacting the travel sector hardest. Weathering the storm will be a tough task, and the consensus is that there maybe worse still to come. But tough times nurture innovation… Expedia are no strangers to challenging economic climates, and have emerged from similar situations a stronger brand strategically. As with all travel their strategy has changed recently, but this change should not represent trepidation. Join us for our first ‘wisdom of crowds’ interactive session, led by Cyril Ranque, VP APAC Partner Services Group for Expedia. Discuss innovative techniques with which to tackle the recession headon, share your own opinion and hear how Expedia plan to positively leverage off the troubled economy. What from their previous experiences can be applied now to defy the downward trend?
Not all travel distribution has to be as expensive as traditional means. Exploring innovative new channels and partnerships can keep distribution costs down, while casting a wider net to reach new segments. KEY LEARNINGS:
Oodles.com founder Steve Sherlock believes the strategic use of SEO and SEM can be vital in the early stages of a company’s growth, but businesses put themselves at risk if they fail to evolve more sophisticated brand marketing strategies. Using Oodles.com as a case study, Steve will explore why a company that is too reliant on search can be a sitting duck, and look at ways in which a business can wean itself off search engines in order to build long-term value to its brand. Steve will support his argument by comparing direct site traffic metrics with that of paid search traffic. He believes that Google itself is the perfect example of a company using innovation rather than search to build its brand: “Google didn’t rely on other search engines to become Google”.
Interactive voting session
Caught in time - The wisdom of crowds We will be revisiting the results from the wisdom of crowds interactive voting at the 2010 summit. Let’s see if popular opinion really can be a predictor of business trends, and look for ways of practically applying this knowledge in the future! Cyril Ranque, VP Partner Services Group APAC, Expedia Coffee
SESSION:
Channel Management During tough times optimizing the mix of your chosen channels is essential for placing your product in front of the right audience. Identify which channels will reap you the greatest rewards, and align your product offering across multiple channels. KEY LEARNINGS: • Expected benefits from an automated channel management system • Channel harmony – complimentary marketing campaigns that cut across all your chosen channels • Shifting third party distribution to more lucrative direct channels • Should you consider paying higher agency commissions if the agency has an extensive global presence, and the ability to attract cash rich foreign markets? • Advertising model versus sales model – optimise your channel mix • Discover the core business advantages to exploring several different channels, versus relying on one or two Olivier Horps, VP Marketing (APAC) & GM Commercial, Club Med Asie Tran Kien, Chairman, iVivu.com Berthold Trenkel, President APAC, Carlson Wagonlit Travel Meraj Huda, Principal Consultant, Forumline
• New low cost means of distribution that should be on any organizations radar • Meta Search as a viable and competitive alternative • What extra expenses does Meta Search add to your marketing and sales compared to merchants, where these functions are largely covered? • Video content as a distribution tool • Using social networking sites and online communities for targeted ditribution Grant Coluqhorn, Director of Hotels, APAC, Travelocity George Harb, Commercial Director Asia, Travelport
PRESENTATION:
User Generated and unmanaged content Adding content to your travel site is not always going to be about fancy video and emotive imagery. Providing customers with the ability to discuss/critique your product is now a key consideration for any modern travel business. KEY LEARNINGS • Travellers believe other travellers – the argument for providing an outlet for user criticisms and reviews • Integrating user generated content tools means managing new content at an added expense • Is there much point including user generated content on your site if you are not monetizing it in some way? • Turning negative feedback into positive PR - strategies to deal with adverse consumer reviews • The risk of adding favourable content with an organisational bias Ric Shreves, Founding Partner, water&stone
Steve Sherlock, Managing Director, Oodles.com
PRESENTATION:
Optimizing multi-channel online marketing campaigns As consumption of digital media increases, companies are increasing their efforts at targeting consumers through emails, SEO initiatives, Pay-per-Click advertising, display advertisements, affiliate marketing, and social networking. In this complex online environment, search advertising has been seen as the most effective channel at delivering results, particularly transactional ROI. However, consumers engage the brand via multiple channels before purchasing, and there are many points in which a company influences them before a transaction. Are companies paying attention to this brand engagement journey? Do they have an understanding of which combinations of campaigns and channels are contributing to their success events? Ultimately, are they optimising towards the channels that produce the best ROI, or is it simply a shotgun approach? Joe Nyugen, Regional Manager SEA, Omniture
Coffee
Distribution marketing We revisit this popular topic in 2009, to decipher some of the key types of Asian travel marketing, With a particular focus on the mysterious Search Marketing. What will bring you the greatest ROI?
Check the website for latest news, case studies and event speakers
Lunch
Combat the negative outlo
Online Distribution & Sales DAY 2 - 2nd April 2009 SESSION:
SESSION:
Forecasting through an economic downturn
OTAs as a sales and marketing channel
Enhancing the customer experience using innovative content
Lead times are shrinking, as are travel budgets - from corporate and leisure alike! Forecasting has become both worryingly difficult and increasingly essential at the same time. Can we actually continue to forecast with any degree of confidence or accuracy? KEY LEARNINGS
• Tailoring promotions according to the type of OTA being used
A clear website content strategy can add stickiness to your website and engage customers to turn lookers into bookers. Hear how optimized content can bolster your natural search rankings KEY LEARNINGS
• Sourcing local OTAs with better local knowledge depending on the country being targeted
• Understanding your customers and booking validity to increase forecasting accuracy
• Can OTAs fill the sales gap left by corporate bookers who ignore negotiated rates and shop for cheaper rates online? Or are they an instigator of this change?
• The impacts of the volatile economic climate on travel forecasting
Daren Kang, Director of Agency Sales Asia Pacific, IHG
• How is forecasting achievable during economic climate and what to be wary of
Janice Chan, Director Online Distribution, Starwood Hotels & Resorts APAC
• Maximising forecasts with shortened lead times • Under what circumstances should you alter your forecasts – what will be the likely impacts of this? • What critical factors should prompt you to revisit your forecasts? • Currency fluctuations – their continued influence over long and short haul travel patterns William Chua, VP Revenue Management & Distribution, Meritus Hotels & Resorts Ricky Ang, VP Sales & Marketing, Hotel Equatorial Coffee
SESSION:
Optimized third party distribution to stimulate sales As ominous signs of a price war begin to loom, third party websites as sales and distribution tools take on new importance. Hear the key considerations you should make before offering more inventory for 3rd party sales. KEY LEARNINGS: OTAs as a distribution channel • Identifying what works - What proof is there that a chosen OTA will sell? • Increasing your reach is essential when times are tough, so will OTAs demand higher commissions? • Should you be considering dropping less lucrative channels, or expanding your intermediary net to reach as many people as possible? Rob Rosenstein, COO, Agoda
More OTA speaker announcements coming soon
The summit is a great insight into the opportunities and issues facing the Asian travel market. John Feenaghty, Flight Centre
• A great website reflects well on your brand. Learn the minimum features that are now the common standard • Customers vs Optimization – should your website content be tailored towards optimizing your site or enhancing a customers experience? • Simple features like video add clarity to your product offering. But at what cost, and how much text is vital to conversions?
PRESENTATION:
Michael Lee, VP Marketing Systems & Services, Banyan Tree Hotels & Resorts
Content aggregation with meta search
PRESENTATION:
Lunch
Sameer Poonja, VP Technology, Kiwi Collection
Meta Search is a search concept that we are all very familiar with, and one that is here to stay. Fritz Demopolous of Qunar believes that 2009 will see new meta search offerings that could change how consumers access hotel pricing and travel information. Hear Fritz provide details on how Qunar plans to aggregate and filter relevant information, and provide context to hotel reviews, pricing information and non-price content. Can classic meta search engines move beyond simple price comparisons, and into the technical realm of content, context and customization? You be the judge...
Usable and enjoyable sites for sales success
Fritz Demopolous, Co-Founder & Managing Director, Qunar.com
SESSION:
PRESENTATION:
Turning video content into sales With increased connection speeds, advancements in mobile devices and internet penetration continuing to spread across Asia, video content has become much more viable. As with all forms of content, video can be provided in more than one format – user generated, professional, unbias. This presentation will cover the following issues:
Customer expectations evolve, so it is vital to have an ongoing program of analytics merging insights from search, traffic, sales and research data. These insights build hypotheses that can be continually tested, with winning candidates implemented to increase engagement, conversion rates and average booking values. Keith Timimi explains how to add depth to your website content using this technique, while optimizing both your organic and paid search traffic in the process. Keith Timimi, Chairman, Qais Consulting
Tailoring website content to satisfy different cultural needs Each Asian culture interacts with - and responds to - different types of rich content in different ways. Understand what types of content appeal to the different Asian market segments KEY LEARNINGS • Learn the content preferences and requirements that different Asian cultures demand of a travel website • At what point should you offer translated language websites, and what ROI can you consequently expect?
• Choosing the right style of video content for your site
• Understand which countries are embracing both the contribution and consumption of UGC.
• Where connectivity will still present a barrier for video
• Is your content being presented in the way that it was originally intended? Maintaining the quality and consistency of content across different channels
• The ROI you can expect from different video formats • Video as a measurable marketing tool instead of a branding exercise David Chambat, VP Asia Pacific, TVtrip.com
ook with positive strategy!
Coffee
Edward Perry, Senior Director of eCommerce, WORLDHOTELS Dan O’Sullivan, Director of Sales EMEA, Translations.com
Revenue Management & Pricing DAY 1 - 1st April 2009 KEYNOTE:
PRESENTATION:
Online success in Asia’s travel industry
What keeps revenue managers up at night?
It’s no secret the global economic crisis is impacting the travel sector hardest. Weathering the storm will be a tough task, and the consensus is that there maybe worse still to come. But tough times nurture innovation… Expedia are no strangers to challenging economic climates, and have emerged from similar situations a stronger brand strategically. As with all travel their strategy has changed recently, but this change should not represent trepidation. Join us for our first ‘wisdom of crowds’ interactive session, led by Cyril Ranque, VP APAC Partner Services Group for Expedia. Discuss innovative techniques with which to tackle the recession head-on, share your own opinion and hear how Expedia plan to positively leverage off the troubled economy. What from their previous experiences can be applied now to defy the downward trend?
The practice of revenue management has changed during these times of economic uncertainty. Can revenue management work during a recession? What are the most important issues that you should be aware of? How can you best use revenue management to compete in the future? In this session, Professor Sherri Kimes of the CornellNanyang Institute of Hospitality Management, will present the results of a survey of Asian revenue management professionals that will be conducted in February and March 2009. The survey covers a variety of topics including the major issues facing revenue management and the future trends in revenue management.
Sherri Kimes, STB Distinguished Professor of Asian Hospitality Management, Cornell-Nanyang Institute of Hospitality Management Coffee
Interactive voting session
Caught in time - The wisdom of crowds We will be revisiting the results from the wisdom of crowds interactive voting at the 2010 summit. Let’s see if popular opinion really can be a predictor of business trends, and look for ways of practically applying this knowledge in the future!
Cyril Ranque, VP Partner Services Group APAC, Expedia Coffee
PRESENTATION:
Avoiding a price war If history has taught the hotel sector one thing, it is to avoid a price war at all costs. The post 9/11 slump instigated a price war that proved extremely detrimental to hotel revenues and brand perception for years after. However it only takes a few key players to begin cutting prices before a domino effect sets in. Can Asia avoid the dreaded price war in these uncertain economic times, and if so what strategies will be critical to ensure that hotels remain profitable without reducing prices?
Greg Albertini, Regional VP Revenue Strategy APAC, Marriott International Lunch
PRESENTATION:
Nurturing RM in the organizational culture Revenue Management as a discipline still has some way to go before it can truly say it has the standing of other departments in Asian hotels. A revolution is happening however, and RM culture is strengthening region wide led by some innovative global brands. Hear Hilton’s Ben George guide you through the processes of developing a RM culture within the hotel organizational structure, and how this change has benefited the entire Hilton chain throughout.
SESSION:
Revenue management in tough times What new and innovative techniques can be applied to help ease the strain of the economic downturn? Does the revenue management team need now to take a more active part in the organizations distribution and sales decisions? KEY LEARNINGS:
• Tightening economy – what type of guerrilla/creative strategies can be used to buffer revenues? • Find new sources of business that don’t compromise your brand equity • Where should RM be looking to advise sales/distribution teams to concentrate on, to strengthen your revenue performance? • Is there an argument for returning to the merchant model? • Preventing wholesalers from distributing your product to other online channels – what is the opportunity cost? Vivek Bhalla, Managing Director Asia Pacific, The Rainmaker Group Maria Socorro Cotelo, A very insightful event. Group Revenue & One of the best platforms Standardization to network with fellow Manager, Waterfront industry experts Hotels & Casino Chong Pink Kee, Holiday Tours and Travel
Ben George, Revenue Management Director for APAC, Hilton Hotels
Uncompromising revenue manag
Revenue Management & Pricing DAY 2 - 2nd April 2009 SESSION:
PRESENTATION:
Forecasting through an economic downturn
Increasing revenues through ancillary sales
Lead times are shrinking, as are travel budgets from corporate and leisure alike. Forecasting has become both worryingly difficult and increasingly essential at the same time. Can we actually continue to forecast with any degree of confidence or accuracy? KEY LEARNINGS
The global softening of travel demand has impacted all sectors and disciplines. Integrating new ancillary revenue streams other than your core product offering is an exciting new way to offset any lost earnings. Discover how ancillary products could be the key to maintaining your revenue generating potential. KEY LEARNINGS:
• What is an ‘ancillary product’ and why should I bother selling them? • Understanding your customers and booking • Incorporating ancillary products that don’t suggest your brand is validity to increase forecasting accuracy adopting a low cost model • The impacts of the volatile economic climate on • Choose the best ancillary products to compliment your own travel forecasting product offerings • How is forecasting achievable during periods of • Integrating ancillary revenue technology into your low demand - what should you be wary of? booking engine • Maximise forecasts with shortened lead times • What results can you expect from offering ancillary products, and what percentage of the revenue goes to who? • Under what circumstances should you alter your forecasts – what will be the likely impacts of this? Hans Belle, VP & General Manager APAC, Sabre Travel Network • Currency fluctuations – their continued influence PRESENTATION: over long and short haul travel patterns Revenue Management Systems William Chua, VP Revenue Management & Revenue management systems will increase the efficiency and Distribution, consistency of a revenue management team, and eliminate human Meritus Hotels & Resorts error. But selecting, training and funding for their introduction can be Ricky Ang, VP Sales & Marketing, Hotel Equatorial challenging. Coffee
KEY LEARNINGS:
DEBATE:
• Evaluate your company’s need for a Revenue Management System (RMS) Rate parity, transparency and price • New training and organisational changes that are necessary with integrity the introduction of a RMS Many arguments suggest that rate parity is critical to • What key features will you require from a revenue management the integrity of a hotel. But is there also reasonable argument to consider offering different packages to system? different markets and channels? • How can you complement an automated system with manual KEY LEARNINGS: checks and human instinct? • To what extent is it acceptable to compromise • Cost and results – how much and where’s my ROI? on your price integrity during an economic Vivek Bhalla, Managing Director Asia Pacific, The Rainmaker Group downturn? • As some brands begin to consider local versus international room rates, hear what repercussions As part of previous TDS Asia events we have a move like this can have run a two day workshop schedule adjacent to the main exhibition hall. As the quality and Puneet Mahindroo, Corporate Director of Revenue size of our exhibition has grown, so to has Management & Global Distribution, the demand for the workshop program that Taj Hotels, Resorts & Palaces accompanies it. • Assess rate parity across all channels versus Led by solution providers, industry leaders variable rates depending on the profitability of and specialist consultants alike, the 2009 that channel. program will undoubtedly be as popular as ever. • Should packages be tailored to particular market Last year’s full program of workshops can be viewed by visiting segments without altering the individual package the event website at prices? www.eyefortravel.com/tdsasia/conference/workshops.asp Maunik Thacker, This year’s program will be launched at the beginning of March, Executive Director of Revenue Management, so keep a look out for it and expand your knowledge at TDS Asia. Venetian Macau Ltd Lunch
gement to challenge the standard
Travel Distribution Summit Asia 2009
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