How to Cut Costs and Grow Profits in the Changing World of Online Travel http://events.eyefortravel.com/tdsusa/travel-distribution/?t=slideshare

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September 16-17, The Westin, Michigan Avenue, Chicago Re gister
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July 3
How to Cut Costs and Grow
Profits in the Changing World
of Online Travel ORGANIZED
seize opportunities, Create innovative BY:
Campaigns and steal Market share
north America’s key networking event for online senior speakers from the
travel suppliers and distributors. Meet and do world’s biggest travel brands
business with 700+ of your potential customers
and partners in just 2 days!
• Latest Distribution Trends: What’s new when it comes to managing
your channels, evaluating ROI and achieving significant
Matthew Crummack, SVP Lodging, Scott Hyden, President,
cost reduction? expedia sTA Travel
• Customer Behavior: What can you do differently to engage
potential customers?
• Consolidation & Convergence: As major players attack one
another’s space, who will win? And how do you profit?
Virginia Suliman, VP Web Design & Cory Garner, Director of Merchandising
• Airline Focus: How are the GDSs adapting to the new fare structures Development, Hilton Hotels corporation Strategy, American Airlines
– and how are the airlines looking to boost their ancillary revenues?
• Direct vs Indirect Distribution: Who’s got more leverage now,
suppliers or OTAs?
• Search Engine Marketing: What simple changes can you make to Chris Amenichi, Sr. Director International Glenn Fogel, EVP Corporate
eCommerce and Distribution Planning, Development, Priceline.com
increase conversion rates? continental Airlines
• Social Media & Trip Planning Tools: Can you demonstrate the
ROI and tangible benefits to key stakeholders?
• Holistic Distribution: What are the practicalities of broadcasting a
consistent message across all channels to Tammy Peter, VP Channel Management, Noreen Courtney-Wilds, VP Sales,
maximize sales and minimize costs? Wyndham Hotel group Jetblue Airlines
• Vacation Rentals: Can you cash in on a booming sector?
SPONSORS
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Region, google orbitz Worldwide
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2. Reinventing your Revenue Management Strategies: How can US travel
businesses profit from the worst recession since The Great Depression?
Reserve your place at the Conference On the contrary. Effective RM processes Beyond discounts: What are the smartest
that shows you how to help your business can still make all the difference to your Revenue Managers doing – and should you
survive – and thrive – during the economic organization’s bottom line – and perhaps now, be concerned?
crisis… and prepare for the green shoots of a bigger difference ever. When you come to check out the Conference
recovery Agenda you’ll see that as well as evaluating the
The fact is, you need to give direction not
2009 will go down as the year that Revenue take direction. To positively impact revenue, value of opaque pricing you’ll also be able to
Managers in travel industry firms across you need to know how to convince senior fully investigate alternatives to discounting.
America realized their forecasts based on management to adopt new, and perhaps In particular, we’ll focus on stealing market
historical data were no longer worth the paper even initially unpopular strategies. And this share. After all, since demand has plummeted,
they were printed on. Conference will give you the ammunition you one of the few ways left to grow your business
So what now? The name of the game is need to do just that. is to capture business from your rivals. Solely
reinvention. Quietly yet confidently, a small by discounting? That’s great for customers, but
For example, the issue of whether or not to
percentage of travel Revenue Managers are what about your brand?
discount is becoming increasingly contentious
switching strategies. By thinking differently Find out how to communicate the true value
as the weeks go past. Should you continue
– and acting differently – they are turning of your products and services. And how to
to cut your rates? What are the alternatives?
economic challenge into brilliant opportunity. improve customer relationships… boost
How much is at risk if you make the wrong
It makes the timing of this year’s Revenue choice? And is it fair to say that today’s short- loyalty initiatives… improve direct marketing
Management and Pricing in Travel USA term decision will affect your organization’s revenues… and not even think about cutting
Conference better than ever before. Because profitability for years to come? back on service.
this year, our mission is to show you how to: None of the above can be achieved effectively
This is the one proven event in America where
• Adapt fast to today’s enormously tough without optimizing cost centers and profits –
you’re guaranteed expert answers to these and
business climate making RM an operational imperative.
other equally pertinent questions.
• Get ready for the economic upturn – and It’s all knowledge and market intelligence you
have your own RM Recovery Plan waiting in We’ll demonstrate what the travel leaders are cannot afford to ignore. Otherwise, it’s YOUR
the wings doing to quickly change strategies and policies market share that Revenue Managers will be
to reflect current conditions. Come and find chasing.
Make sure you understand why Revenue
out which channels and demand segments
Managers can be more valuable now than This event will sell out. Immediate booking
are performing better than average… what
ever before is strongly recommended. We look
that implies about current sales targets and
Quite simply, the value of Revenue Managers pricing… and how to zone in on specific forward to seeing you in
does not need to plummet during hard times. marketing programs that deliver top results. Chicago, 16 – 17 September 2009.
One Pass Gives You Access to Three Co-Located Conferences
Choose from over twenty in-depth sessions and network with a wide variety of senior travel
executives across three tracks: Distribution, Revenue Management and Mobile Technology
DAY 1 DAY 2
Networking Cocktail Party 5-7pm at the close of day one
TRAvEl REvEnuE MobilE TRAvEl REvEnuE MobilE
disTRibuTion MAnAgEMEnT sTRATEgiEs disTRibuTion MAnAgEMEnT sTRATEgiEs
suMMiT & pRiCing foR TRAvEl suMMiT & pRiCing foR TRAvEl
supplier & Ota adapting rm in mobile in travel: keynote: mobile
relations the Current What’s the Hype meta-search transaction payments
all about? the Evolution of rm
Economy
MORNING
keeping Your
MORNING
industry analysis Case studies: innovations in Customers through
market share vs Experiments in mobile search mobile
profitbility ancillary revenue
monetizing Online integrating rm and initial trials and integrate mobile
Future Developments Customer-Centric into Your systems
programs Distribution rm & loyalty
LU N C H B R E A K LU N C H B R E A K
social media mobile for search, a Holistic approach to Where does mobile Fit
marketing and independant Hotels
marketing and into Distribution
pricing Distribution
AFTERNOON
AFTERNOON
analysis
trip planning tools merchandising
alternative lodging Find, train and retain through
mobile Content Options
Forecasting that sells revenue managers the mobile Channel
airlines: GDss and
ancillary revenue travel products that new technology for
sell via mobile travel Distribution
This is a visual representation and is not a timed agenda
Register now Online at: www.eyefortravel.com/tdsusa

3. “An unparalleled and forward-looking educational experience; extraor
Chair: Susan Black, President, Susan Black • What opportunities does the downturn present session Four: presentations & panel
Consulting – and how do you capitalize?
Diane Clarkson, Travel Industry Analyst, what Role and value do Trip planning
day one: Forrester Research Tools provide in the Customer Travel
september 16, 9am – 7pm Mark Mahaney, Director, Internet Research, Cycle?
Citigroup Investment Research • What type of online trip planning tools exist?
session 1: presentations & panel
And how can you utilize them?
presentation
The distribution landscape: who’s • Discover how trip planning tools support
Running the show now – suppliers Maximizing and Monetizing your online sharing, collaboration and the use of social
or oTAs? programs media
• Given the recession and changes in customer • Maximize the performance of your paid search • How do these tools work with travel suppliers,
behavior, who’s got more leverage now - and SEO programs by conquering seasonality agencies and websites?
intermediaries or suppliers? Who will win? and restructuring campaigns • How can offline distribution take advantage of
And why? • Monetize your online elements – from photo and consumers using online trip planning and trip
• How can suppliers lessen their dependence on video assets to mash-up applications inspiration services?
OTAs by optimizing their websites and building • Eliminate budget waste by successfully John Peters, CEO, Tripology
a robust direct online distribution strategy? geo- and re-targeting your ideal customer Gregg Brockway, CEO, TripIt
• Why do customers frequently prefer a supplier’s • Learn which onsite elements are worthwhile,
direct website over an OTA? What are the pre and which will not recoup your investment Networking Coffee Break
and post-booking customer benefits?
• Determine how to stretch your budget to session Five: presentations & panel
• Why are opaque channels, such as Priceline secure and build your brand strength
and Hotwire, thriving? What is their unique value
Ashwini Karandikar, VP Client Services, Range Airlines, gdss & Ancillary Revenue
proposition for suppliers and consumers?
Online Media • How are the OTAs and GDSs accommodating
• How come Expedia’s earnings have fallen from
airlines as they continue to drive ancillary
$51 million to $39 million? Why does one OTA Roundtable Lunch Break
succeed over another? How will the balance of revenues? Are the GDSs actually capable
power shift over the next 12 months? And how of unbundling?
session three: presentations & panel
long will the Big Four last? • Is GDS technology flexible enough for complex
• What new tools and services are the OTAs how Can you deploy social Media to fare structures like those of Air Canada? And
about to launch to capture market share? improve distribution? are fare-families here to stay?
• When Priceline dropped their air fees, their airline • How do travel suppliers harness the breadth of • How can your ancillary revenue program benefit
business soared, prompting Expedia, Travelocity social networks? Is it about brand building? Or your direct distribution strategy?
and Orbitz to follow suit. How do the OTAs are measurable transactions more important? • Merchandising and upselling via a GDS: What
rationalize this decision? And what impact is this • Do people really use social networks to improve new opportunities are in the pipeline?
strategy having on suppliers’ direct channels? their travel planning? How can travel players • What new technology developments are poised
• Will the major OTAs’ decision to cut fees and insert themselves into conversations without to facilitate ancillary revenue in the leisure and
refund promotions pay off? Or are they risking turning off potential customers? corporate environment?
profitability in a futile attempt to steal market • What are the benefits of Twitter over Facebook? • Now the OTAs have cut their fees, how else can
share? What’s the most powerful way to use Twitter to they generate revenues?
Jeff Davidoff, CMO, Orbitz promote marketing messages and build brand • How can you track and measure your ancillary
Matthew Crummack, SVP Lodging, Expedia identity? revenue strategy?
Julie Atkinson, Sr. Director Global Online Sales • Is 2009 the Year of Twitter? What are the rules • Settlement of ancillary revenues: How can the
and Distribution, Starwood Hotels & Resorts of engagement? How do you attract followers?
fee collection process be simplified?
Worldwide How do you identify the right topics to cover
and create a two-way dialogue? Cory Garner, Director of Merchandising Strategy,
Networking Coffee Break American Airlines
• How can you use differences in behavioral
patterns to customize social media campaigns, Kyle Moore, VP Air and Ground Content and
session two: presentations & panel and reach specific segments at optimal times? Shopping, Sabre Travel network
• How can you manage TripAdvisor to your Chris Amenichi, Sr. Director International
Expert industry Analysis: how to eCommerce and Distribution Planning,
advantage? And what new tools are available,
survive the Recession and position Continental Airlines
especially for independent hotels?
yourself for future success
• How can you demonstrate the ROI and tangible
• Hear the latest news on key economic trends benefits of social media marketing to key
• Survive or thrive: Understanding value in this stakeholders? OPEnTRAVEL PRE-COnfEREnCE
new economy • TripAdvisor, Kayak, Travelpost… Who’s best WORkShOP
• How is the economy affecting travelers’ attitudes positioned to win big in exploiting social media?
and behaviors? How can you benefit? September 15, The Westin, Chicago
And will the advertising model supersede the
• Where does travelers’ brand loyalty fit into this transactional model? Followed by The Pre-Conference Drinks
new economy? Scott Hyden, President, STA Travel Reception in the exhibition hall, sponsored by
• How well is the online channel delivering on the Roseanne Landay, Director of Strategy and OpenTravel www.opentravel.org
customer experience? Business Development, Pleasant Holidays More information about this workshop will be
• Are the OTA fee cuts likely to prove a short-term Anil Aggarwal, CEO, MileStone Internet announced shortly
strategy or a permanent fixture? Marketing
• Consolidation: Why is it now a time for *There will be an additional charge for this event
Virginia Suliman, VP Web Design and
consolidation in the travel industry? Development, Hilton Hotels Corporation
“The event was current, insightful and very informative, plus it w

4. rdinary networking and a great use of my time” Chris Shaver, BookingWiz.com
day Two: • How do consumers benefit from vertical then translate this uniqueness into all your
search rather than general search? marketing messages?
september 17, 9am – 4pm Noreen Courtney-Wilds, VP Sales, JetBlue • How can travel content converge to provide a
Airlines better service to consumers?
keynote presentation:
Sam Shank, CEO, Dealbase • The demographic of online travellers is
Expert insight on Crucial distribution Tammy Peter, VP Channel Management, becoming increasingly diverse. How can
Trends Wyndham Hotel Group you ensure your web marketing engages all
potential customers?
• Will the traditional online travel transaction Networking Coffee Break
revenue model wither away? With self- • Get a complete view into self-service
imposed transaction fee cuts on the one hand, functionality and enhanced customer service
session seven: presentations & panel
and suppliers wanting to cut commissions delivery across all self-service channels:
on the other, can the OTA transaction model innovations in search: how is online Mobile, Kiosk & Web
survive long-term? And does this shift provide Travel Evolving to Meet the demands • How can individual technologies come
opportunities for smaller firms to better of increasingly sophisticated web together to improve your business?
compete against the giants? users? • Is online advertising failing? Does today’s
• How should online travel companies • How can you build a keyword list that’s based customer respond to advertising or will social
position themselves to take maximum on consumer behaviour and purchasing habits media replace traditional marketing?
advantage of rocketing social media – and accurately measure ROI? • Standardization: Which tools will help you
usage? Traditional travel agencies used to overcome obstacles currently inhibiting the
• EyeforTravel research shows the number of
be the information gate-keepers. Then OTAs aggregation of content, and streamline the
keywords used in the travel search phrase
displaced them. And now, social networks are transaction process?
is increasing – sometimes to five words or
bypassing OTAs to deliver travel information Paula Twidale, EVP, Collette Vacations
more. How can you embrace this opportunity
peer-to-peer. How do you provide value in a
and provide more relevant ads for long tail Doug Miller, VP Global Media, Expedia
way that can actually be monetized?
keywords? Jan Wood, Travel Industry Consultant Business
• Travel information overload is becoming
• What really impacts how Google sees your Consultant, Teradata Corporation
the norm – potentially making it harder for
customers to plan and purchase travel. site; Maps, videos, mash-up applications, Sharon McAuliffe, Sr. Director E-Commerce,
How do you ensure authentic reviews? keyword-rich content, inbound links, Aston Hotels & Resorts
Who will be the winners in sorting, filtering, UGC, long-tail content…? Which of these
components will make your SEO strategy Networking Coffee Break
and ranking the information to guide
customers through data overload? more successful? And how do you monetize
these various online elements? session nine: presentations & panel
• Radical changes: Is this the right moment?
In the travel business, is it better for a • How do you engage customers on your vacation Rental Market: Can you Cash
company to pull back during recessionary websites for the best conversion rates?
in on a booming sector?
times or to boldly move forward? Is now • What do travel companies need to do now to • What key factors are driving – and inhibiting
the time to take risks? If not now, when? prepare for the Semantic Web? How does your growth – in the vacation rental market?
Glenn Fogel, EVP Corporate Development, website need to change to ensure optimized
• How are stay restrictions responding to
Priceline.com results in semantic search?
economic factors and changes in customer
• Mobile search: How is search evolving for the booking patterns?
session six: presentations & panel
mobile channel? How does mobile search
• How can OTAs and airlines partner with
how to Take Advantage of Travel differ from internet search?
vacation rental distributors?
Comparison sites: optimizing Meta- • Search and the Geospacial Web: How many
• Tips on aggregating content across owners
search in your distribution strategy people now search by maps as opposed
and appealing to an online audience
to text? Which travel products are right for
• Even with 40 million searches a month, can • Who has ownership of the booking and
geosearch?
Kayak continue to dominate? Does their payment processes? How can you make this
business model need to change? Ted Souder, Head of Travel – Central Region,
more efficient?
Google
• What are the benefits for suppliers of meta- • How can the vacation rental industry use
Anne Payne, CEO, BeDynamic
search? How can you maintain control over your social media to grow their business?
inventory and lower your distribution costs? Yen Lee, President, uptake
• Who rents properties? Who’s looking for a
• How much business is actually generated by Roundtable Lunch Break rental? And how do you profit from a better
sites like Kayak? What’s the potential share understanding of the marketplace?
for this type of traffic given the low level of session Eight: presentations & panel Kate Burda, VP Sales, Extended Stay Hotels
consumer awareness?
The holistic Approach: how do you Jessica Kornacki, VP Marketing, endless
• What’s the real cost of meta-search Vacation Rentals
transactions for suppliers? And what about deliver a Consistent Message Across
all your Channels, Maximize sales and Bob Barnes, CEO, Zonder
the risk that they deliver a distorted picture?
Cut Costs? Carl Shepherd, Co Founder and Chief Strategy
• TripAdvisor versus Kayak in terms of brand,
traffic, search and technology: What are • Practical advice on measuring your and Development Officer, HomeAway
the strengths and vulnerabilities of the two performance across all distribution channels
companies? How are they encroaching on one and ensuring all parts of your marketing
another’s space? Who’s most likely to win? campaign are delivering a return on investment
• Are suppliers correct to be worried about • How do you avoid commoditization,
commoditization? Can the meta-search sites differentiate your products and brands, identify
overcome this with rich media and UGC? your strengths and selling points – and
was very well organized and executed” Stuart Cerullo, Wyndham Worldwide

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SAVE $3
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AMPLE OPPORTUNITY WHO YOU WILL MEET gister
before
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TO NETWORK WITH THE 39% Hotel / Resort/ Accommodation Provider
25% Online Travel Agencies
BEST IN THE INDUSTRY Below is a detailed breakdown16% Technology/ Marketing Solution Providers
of last year’s attendees
17% Other suppliers (Cruise, Car, Airlines)
Travel distribution is based on partnerships and
at this event deals are initiated, refreshed and 2008 ATTEndEEs by sEnioRiTy3% Press, Academics, Consultants
most importantly sealed. We know how important
your time is, which is why we have specifically
designed this event to allow you to meet your 39% Hotel / Resort/ Accommodation Provider
fellow delegates and start talking. These include: 25% Online Travel Agencies
16% Technology/ Marketing Solution Providers
ONLINE NETWORKING CENTER - For two 17% Other suppliers (Cruise, Car, Airlines)
weeks leading up to the event, you can network 39% Hotel / Resort/ Accommodation Provider
3% Press, Academics, Consultants
online with fellow delegates with our purpose built 25% Online Travel Agencies
16% Technology/ Marketing Solution Providers
messaging service. Arrange meetings and avoid
17% Other suppliers (Cruise, Car, Airlines)
missing those crucial contacts 39% Hotel /Academics, Consultants Provider
3% Press, Resort/ Accommodation
25% Online Travel Agencies
PRE-CONFERENCE RECEPTION – Pick 16% Technology/ Marketing Solution Providers
up your badge, catch up with old friends and 2008Other suppliers (Cruise, Car, Airlines)CoMpAny TypE
17%
ATTEndEEs by
avoid the morning rush before heading out for 3% Press, Academics, Consultants
the evening
40% Director
NETWORKING DRINKS PARTY - At the end 24% VP
of an information-packed first day this informal 17% Manager
reception is the perfect opportunity for you to 14% CEO/MD/President
meet your fellow attendees, see the products on 5% EVP/SVP
offer and discuss the issues that have been raised
40% Director
24% VP 40% Director
17% Manager
24% VP
OVER 80 EXPERT SPEAKERS INCLUDING: 14% CEO/MD/President
5% EVP/SVP
40% Director
17% Manager
24% VP 14% CEO/MD/President
Travel Distribution Summit Glenn Fogel, EVP Corporate Sharon Duffy, VP Revenue Andrew Goldstone, Sr. Director, Sameer Poonja, VP Online Distribution
Development, Priceline.com 17% Manager
Management, Hilton Hotels 5% EVP/SVP & E-Commerce, Kiwi Collection Inc.
Revenue Management, Isle of Capri
Matthew Crummack, SVP Lodging,
Sam Shank, CEO, Dealbase Corporation CEO/MD/President
14% Casinos
Expedia 5% EVP/SVP Jared Miller, Sr. Director, Customer
Jeff Roy, Director – Air Revenue Mark Moliari, Executive Director Self-Service, Continental Airlines
Julie Atkinson, Sr. Director Global Tammy Peter, VP Channel
Management, Collette Vacations of Revenue Management, Strategic
Online Sales and Distribution, Management, Wyndham Hotel Group Kristen Manion, Director, Direct
Starwood Hotels & Resorts Jim Rozell, Revenue Optimization Marketing, The Venetian Resort Hotel
Noreen Courtney-Wilds, VP Sales, Leader, Carlson Hotels Worldwide Marketing and CRM, Delta Airlines
Worldwide Casino
JetBlue Airlines Greg Brockway, CEO, TripIt
Scott Hyden, President, STA Travel Melissa Skluzacek, Director of Revenue Juston Parker, CEO, Parker Hospitality
Ted Souder, Head of Travel – Central Management, Midwest Airlines
Virginia Suliman, VP Web Design and Tammy Farley, Principal, The Michael Perhaes, Assistant VP
Region, Google
Development, Hilton Hotels Corp. Julie Szudarek, VP Revenue Marketing, MGM Grand Hotel
Yen Lee, President, Uptake Rainmaker Group
Management, Orbitz Worldwide
Anil Aggarwal, CEO, MileStone John Enright, Executive Director, Ken Bostock, MD Airport Strategy
Internet Marketing Jeff Davidoff, CMO, Orbitz Chinmai Sharma, VP Revenue and Continuous Improvement, United
Management, Wyndham Worldwide Revenue Account Management,
Roseanne Landay, Director of Strategy Anne Payne, CEO, Be Dynamic Preferred Hotel Group Airlines
Chris Anderson, Assistant Professor,
and Business Development, Pleasant Sharon McAuliffe, Sr. Director Kurien Jacob, SVP Revenue Chris La Rose, Director Web Product
Cornell University, School of Hotel
Holidays E-Commerce, Aston Hotels & Resorts Management and Distribution, Strategy, Hilton Hotels Corporation
Administration
John Peters, CEO, Tripology Doug Miller, VP Global Media, Expedia Matt Busch, Director of Pricing Highgate Hotels Tom O’Neil, Account Executive, Google
Gregg Brockway, CEO, TripIt Paula Twidale, EVP, Collette Vacations Strategy, InterContinental Hotels Greg Cross, Revenue Management Jeff Plaisted, National Sales Manager,
Cory Garner, Director of Merchandising Jan Wood, Travel Industry Consultant Group Consultant & former SVP Revenue Microsoft Mobile Advertising,
Strategy, American Airlines Business Consultant, Teradata Kristi White, Director, Revenue Management, Hilton Hotels Corp. Microsoft Corporation
Kyle Moore, VP Air and Ground Content Corporation Optimization, TravelCLICK
Mobile Strategies for Travel Michael Dalesandro, CEO, Where I’ve
and Shopping, Sabre Travel Network Kate Burda, VP Sales, Extended Stay Charles Vuono, VP Revenue Been
Diane Clarkson, Travel Industry Hotels Management, United Airlines Gareth Morgan, Director of Product
Analyst, Forrester Research Greg Weiss, VP Revenue Management, Management, InterContinental Hotels Mike Daly, VP Travel Services,
Jessica Kornacki, VP Marketing, Group Rearden Commerce
Mark Mahaney, Director, Internet Endless Vacation Rentals Joie de Virve Hospitality
Research, Citigroup Investment Kim Nugent, Corporate Director Chris La Rose, Director Website Fraser Campbell, CEO, Wcities
Research Bob Barnes, CEO, Zonder
Revenue Management, Benchmark Strategy & Testing, Hilton Hotels Koen Bavinck, Sales Manager, Sound
Ashwini Karandikar, VP Client Revenue Management and Hospitality International Corporation of Data
Services, Range Online Media Pricing Scott Nason, VP Revenue Management, Josh Steinitz, CEO, NileGuide
April Bridgeman, Senior Vice President,
Chris Amenichi, Sr. Director Dr. Peter Belobaba, Principal Research American Airlines (retired) Deanne Dale, VP Sales and Account BCD Travel
International eCommerce and Scientist, Massachusetts Institute of Dr. Bill Brunger, Internal Consultant, Management, Travelocity Business
Distribution Planning, Continental Technology Continental Airlines (SVP Network, Bill Bernahl, VP eCommerce, Hyatt
Airlines retired)
Register now at: www.eyefortravel.com/tdsusa