Innovative online travel strategies for challenging times. http://events.eyefortravel.com/tdsasia/conference/?t=slideshare

1. Travel Distribution Early Bird
Summit Asia 2009
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, Michael Lee, Hans Belle, Greg Albertini, Cyril Ranque, Berthold Trenkel,
VP of Revenue VP Marketing Systems VP and General Regional Vice President, VP, Asia Pacific - President Asia Pacific,
Management & & Services, Manager APAC, Revenue Strategy, Partner Services Group, Carlson Wagonlit
Distribution, Banyan Tree Hotels & Sabre Travel Network Asia Pacific, Expedia Travel
Meritus Hotels & Resorts Marriott International
Resorts
Sponsor Media Partners
www.eyefortravel.com/tdsasia

2. A very well organised
conference. The range of topics
Dear Travel Innovator! were fantastic and the speakers
very informative. I would
Well if you hadn’t already guessed it, the theme of this year’s Travel recommend this event to any
Distribution Summit Asia is Innovation. Being innovative is critical to the airline management staff.
success of the travel industry – across every sector – in the economic Deoraj Deenanath, Air Mauritius
conditions we are faced with today.
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?
Balanced panels with excellent
Because we know that continuing business activities as if operating in a stable points. A refreshing conference
market will most likely be fruitless. that considers the Asian market
within the global economy.
Because when budgets are tightened, outside-the-box thinking can often Manuel Ferrer, HotelBeds
Accomodation
create better and more cost effective ways of operating.
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 Once again EyeforTravel
provides excellent content with
issues faced by some of Asia’s most popular tourist destinations. an opportunity to catch up with
regional colleagues and industry
The simple truth is that it is extremely difficult for anyone to predict what players.
the coming 6 to 12 months will hold for us, and if anyone could predict the James Gaskell,
outcome then the current economy would cease to be continually Stella Travel Services
labelled ‘uncertain’.
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
The extensive range of
contains all the event information including discount details, and I sincerely suppliers and various travel verticals
hope it is of interest and look forward to seeing you in Singapore. brought interesting viewpoints to
Be Innovated! the table. Such a diverse range
of companies give a very wide
perspective of opportunities and
Best regards, challenges in the future.
Nazlin Nizari, Emirates
Reece Gladstone
Regional Director Asia-Pacific & Middle East
EyeforTravel Ltd.
Register online at www.eyefortravel.com/tdsasia

3. 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 Olivier Horps, VP Marketing (APAC) & GM Ric Shreves, Founding Partner,
Director for APAC, Hilton Hotels Commercial (China, Korea, India, SEA), water&stone
Rob Rosenstein, COO, Agoda Club Med Asia Maunik Thacker, Executive Director
Maria Socorro Cotelo, Meraj Huda, Principal Consultant, of Revenue Management,
Group Revenue & Standardization Manager, Forumline Venetian Macau Ltd
Waterfront Hotels & Casino Daren Kang, Director of Agency Sales, Asia Berthold Trenkel, President Asia Pacific,
Greg Albertini, Regional Vice President, Pacific, InterContinental Hotels Group Carlson Wagonlit Travel
Revenue Strategy, Asia Pacific, Tran Kien, Chairman, iVivu.com Dan O’Sullivan, Director of Sales EMEA,
Marriott International Sherri Kimes, STB Distinguished Professor Translations.com
Ricky Ang, Vice President - Sales & of Asian Hospitality Management, Sameer Poonja, VP Technology,
Marketing, Hotel Equatorial Cornell-Nanyang Institute of Kiwi Collection
Hans Belle, VP and General Manager Hospitality Management Keith Timimi, Chairman, Qais Consulting
APAC, Sabre Travel Network Michael Lee, VP Marketing Systems & George Harb, Commercial Director Asia,
Vivek Bhalla, Managing Director - Services, Banyan Tree Hotels & Resorts Travelport
Asia Pacific, The Rainmaker Group Joe Nguyen, Regional Manager, SEA, Puneet Mahindroo,
David Chambat, VP Asia Pacific, Omniture Corporate Director of
TVtrip.com Edward Perry, Senior Director of Revenue Management
William Chua, Vice President of Revenue eCommerce, WORLDHOTELS & Global
Management & Distribution, Cyril Ranque, VP, Asia Pacific- Distribution,
Taj Hotels,
Meritus Hotels & Resorts Partner Services Group, Expedia Check the
Resorts &
Grant Colquhoun, Director Hotel - Janice Chan, Director Online Distribution,
Palaces
website for the
Asia Pacific, Travelocity Starwood Hotels & Resorts APAC most up to date
Fritz Demopoulos, Co Founder & Steve Sherlock, Managing Director, speaker list!
Managing Director, Qunar Oodles.com
40+ presenters, 20+ workshops, 11+ networking hours

4. Online Distribution & Sales
DAY 1 - 1st April 2009
KEYNOTE: PRESENTATION: PRESENTATION:
Online success in challenging Distribution using unorthodox How to wean yourself off search
environments and innovative methods engines
It’s no secret the global economic crisis is Not all travel distribution has to be Oodles.com founder Steve Sherlock
impacting the travel sector hardest. Weathering the as expensive as traditional means. believes the strategic use of SEO and
storm will be a tough task, and the consensus is that Exploring innovative new channels and SEM can be vital in the early stages of
there maybe worse still to come. But tough times partnerships can keep distribution costs a company’s growth, but businesses
nurture innovation… down, while casting a wider net to reach put themselves at risk if they fail to
Expedia are no strangers to challenging economic new segments. evolve more sophisticated brand
climates, and have emerged from similar situations KEY LEARNINGS: marketing strategies.
a stronger brand strategically. As with all travel their • New low cost means of Using Oodles.com as a case study, Steve
strategy has changed recently, but this change distribution that should be on any will explore why a company that is too
should not represent trepidation. organizations radar reliant on search can be a sitting duck,
Join us for our first ‘wisdom of crowds’ interactive • Meta Search as a viable and and look at ways in which a business can
session, led by Cyril Ranque, VP APAC Partner competitive alternative wean itself off search engines in order to
Services Group for Expedia. Discuss innovative build long-term value to its brand.
• What extra expenses does Meta
techniques with which to tackle the recession head- Search add to your marketing and Steve will support his argument by
on, share your own opinion and hear how Expedia sales compared to merchants, where comparing direct site traffic metrics with
plan to positively leverage off the troubled economy. these functions are largely covered? that of paid search traffic. He believes
What from their previous experiences can be applied • Video content as a distribution tool that Google itself is the perfect example
now to defy the downward trend? of a company using innovation rather
• Using social networking sites and than search to build its brand: “Google
Interactive voting session online communities for targeted
didn’t rely on other search engines to
ditribution
Caught in time - The wisdom of crowds become Google”.
Grant Coluqhorn, Director of Hotels, APAC,
We will be revisiting the results from the wisdom of Steve Sherlock, Managing Director,
Travelocity
crowds interactive voting at the 2010 summit. Let’s Oodles.com
George Harb, Commercial Director Asia,
see if popular opinion really can be a predictor of Travelport PRESENTATION:
business trends, and look for ways of practically
applying this knowledge in the future! PRESENTATION: Optimizing multi-channel online
marketing campaigns
Cyril Ranque, VP Partner Services Group APAC, Expedia User Generated and unmanaged
As consumption of digital media
content
Coffee increases, companies are increasing their
Adding content to your travel site is not efforts at targeting consumers through
SESSION: always going to be about fancy video and emails, SEO initiatives, Pay-per-Click
Channel Management emotive imagery. Providing customers advertising, display advertisements,
with the ability to discuss/critique your affiliate marketing, and social networking.
During tough times optimizing the mix of your chosen
product is now a key consideration for In this complex online environment,
channels is essential for placing your product in front
any modern travel business. search advertising has been seen as
of the right audience. Identify which channels will
reap you the greatest rewards, and align your product KEY LEARNINGS the most effective channel at delivering
offering across multiple channels. • Travellers believe other travellers – the results, particularly transactional ROI.
KEY LEARNINGS: argument for providing an outlet for However, consumers engage the brand
user criticisms and reviews via multiple channels before purchasing,
• Expected benefits from an automated channel
• Integrating user generated content and there are many points in which a
management system
tools means managing new content at company influences them before
• Channel harmony – complimentary
an added expense a transaction.
marketing campaigns that cut across all your
chosen channels • Is there much point including user Are companies paying attention to
generated content on your site if you this brand engagement journey? Do
• Shifting third party distribution to more lucrative
direct channels are not monetizing it in some way? they have an understanding of which
• Turning negative feedback into positive combinations of campaigns and channels
• Should you consider paying higher agency
PR - strategies to deal with adverse are contributing to their success events?
commissions if the agency has an extensive
consumer reviews Ultimately, are they optimising towards
global presence, and the ability to attract cash rich
foreign markets? • The risk of adding favourable content the channels that produce the best ROI,
with an organisational bias or is it simply a shotgun approach?
• Advertising model versus sales model – optimise
your channel mix Ric Shreves, Founding Partner, Joe Nyugen, Regional Manager SEA,
water&stone Omniture
• Discover the core business advantages to exploring
several different channels, versus relying on one or Coffee
two
Olivier Horps, VP Marketing (APAC) & GM Commercial, Distribution marketing Check the
Club Med Asie We revisit this popular topic in 2009, to website for
Tran Kien, Chairman, iVivu.com decipher some of the key types of Asian latest news, case
studies and event
Berthold Trenkel, President APAC, travel marketing, With a particular focus
speakers
Carlson Wagonlit Travel on the mysterious Search Marketing.
Meraj Huda, Principal Consultant, Forumline What will bring you the greatest ROI?
Lunch
Combat the negative outlo

5. Online Distribution & Sales
DAY 2 - 2nd April 2009
SESSION: SESSION:
Forecasting through an economic OTAs as a sales and marketing Enhancing the customer experience
downturn channel using innovative content
Lead times are shrinking, as are travel • Tailoring promotions according to the A clear website content strategy can add
budgets - from corporate and leisure alike! type of OTA being used stickiness to your website and engage customers
Forecasting has become both worryingly • Sourcing local OTAs with better local to turn lookers into bookers. Hear how optimized
difficult and increasingly essential at the same knowledge depending on the country content can bolster your natural search rankings
time. Can we actually continue to forecast being targeted KEY LEARNINGS
with any degree of confidence or accuracy?
• Can OTAs fill the sales gap left • A great website reflects well on your brand.
KEY LEARNINGS by corporate bookers who ignore Learn the minimum features that are now the
• Understanding your customers and negotiated rates and shop for cheaper common standard
booking validity to increase forecasting rates online? Or are they an instigator • Customers vs Optimization – should your
accuracy of this change? website content be tailored towards optimizing
• The impacts of the volatile economic Daren Kang, Director of Agency Sales Asia your site or enhancing a customers experience?
climate on travel forecasting Pacific, IHG • Simple features like video add clarity to your
• How is forecasting achievable during Janice Chan, Director Online Distribution, product offering. But at what cost, and how
economic climate and what to be wary of Starwood Hotels & Resorts APAC much text is vital to conversions?
• Maximising forecasts with shortened Lunch Michael Lee, VP Marketing Systems & Services,
lead times Banyan Tree Hotels & Resorts
PRESENTATION:
• Under what circumstances should you Sameer Poonja, VP Technology, Kiwi Collection
alter your forecasts – what will be the likely Content aggregation with
meta search PRESENTATION:
impacts of this?
• What critical factors should prompt you to Meta Search is a search concept that we Usable and enjoyable sites for sales
revisit your forecasts? are all very familiar with, and one that is success
• Currency fluctuations – their continued here to stay. Fritz Demopolous of Qunar Customer expectations evolve, so it is vital to
influence over long and short haul travel believes that 2009 will see new meta have an ongoing program of analytics merging
patterns search offerings that could change how insights from search, traffic, sales and research
consumers access hotel pricing and travel data.
William Chua, VP Revenue Management &
information.
Distribution, Meritus Hotels & Resorts These insights build hypotheses that can be
Hear Fritz provide details on how Qunar continually tested, with winning candidates
Ricky Ang, VP Sales & Marketing,
Hotel Equatorial plans to aggregate and filter relevant implemented to increase engagement, conversion
information, and provide context to hotel rates and average booking values.
Coffee
reviews, pricing information and non-price
Keith Timimi explains how to add depth to your
SESSION: content. Can classic meta search engines
website content using this technique, while
Optimized third party distribution to move beyond simple price comparisons,
optimizing both your organic and paid search
and into the technical realm of content,
stimulate sales traffic in the process.
context and customization? You be the
As ominous signs of a price war begin to loom, judge... Keith Timimi, Chairman, Qais Consulting
third party websites as sales and distribution
Fritz Demopolous, Co-Founder & Managing SESSION:
tools take on new importance. Hear the
Director, Qunar.com
key considerations you should make before Tailoring website content to satisfy
offering more inventory for 3rd party sales. PRESENTATION: different cultural needs
KEY LEARNINGS: Turning video content into sales Each Asian culture interacts with - and responds
OTAs as a distribution channel With increased connection speeds, to - different types of rich content in different
• Identifying what works - What proof is there advancements in mobile devices and ways. Understand what types of content appeal to
that a chosen OTA will sell? internet penetration continuing to spread the different Asian market segments
• Increasing your reach is essential when across Asia, video content has become KEY LEARNINGS
times are tough, so will OTAs demand much more viable. As with all forms • Learn the content preferences and requirements
higher commissions? of content, video can be provided in that different Asian cultures demand of a travel
• Should you be considering dropping less more than one format – user generated, website
lucrative channels, or expanding your professional, unbias. • At what point should you offer translated
intermediary net to reach as many people This presentation will cover the following language websites, and what ROI can you
as possible? issues: consequently expect?
Rob Rosenstein, COO, Agoda • Choosing the right style of video • Understand which countries are embracing both
More OTA speaker announcements content for your site the contribution and consumption of UGC.
coming soon • Where connectivity will still present a • Is your content being presented in the way
barrier for video that it was originally intended? Maintaining
The summit is a
• The ROI you can expect from different the quality and consistency of content across
great insight into the different channels
opportunities and issues facing video formats
Edward Perry, Senior Director of eCommerce,
the Asian travel market. • Video as a measurable marketing tool
WORLDHOTELS
instead of a branding exercise
John Feenaghty, Dan O’Sullivan, Director of Sales EMEA,
David Chambat, VP Asia Pacific, TVtrip.com
Flight Centre Translations.com
Coffee
ook with positive strategy!

6. 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 The practice of revenue management has changed
travel sector hardest. Weathering the storm will be a tough during these times of economic uncertainty. Can revenue
task, and the consensus is that there maybe worse still to management work during a recession? What are the most
come. But tough times nurture innovation… important issues that you should be aware of? How can you
Expedia are no strangers to challenging economic climates, best use revenue management to compete in the future?
and have emerged from similar situations a stronger brand In this session, Professor Sherri Kimes of the Cornell-
strategically. As with all travel their strategy has changed Nanyang Institute of Hospitality Management, will present
recently, but this change should not represent trepidation. the results of a survey of Asian revenue management
Join us for our first ‘wisdom of crowds’ interactive session, professionals that will be conducted in February and March
led by Cyril Ranque, VP APAC Partner Services Group for 2009. The survey covers a variety of topics including the
Expedia. Discuss innovative techniques with which to tackle major issues facing revenue management and the future
the recession head-on, share your own opinion and hear how trends in revenue management.
Expedia plan to positively leverage off the troubled economy. Sherri Kimes, STB Distinguished Professor of Asian
What from their previous experiences can be applied now to Hospitality Management, Cornell-Nanyang Institute of
defy the downward trend? Hospitality Management
Interactive voting session Coffee
Caught in time - The wisdom of crowds SESSION:
We will be revisiting the results from the wisdom of Revenue management in tough times
crowds interactive voting at the 2010 summit. Let’s see if What new and innovative techniques can be applied to help
popular opinion really can be a predictor of business trends, ease the strain of the economic downturn? Does the revenue
and look for ways of practically applying this knowledge in management team need now to take a more active part in
the future! the organizations distribution and sales decisions?
Cyril Ranque, VP Partner Services Group APAC, Expedia KEY LEARNINGS:
Coffee • Tightening economy – what type of guerrilla/creative
strategies can be used to buffer revenues?
PRESENTATION:
• Find new sources of business that don’t compromise
Avoiding a price war your brand equity
If history has taught the hotel sector one thing, it is to avoid a • Where should RM be looking to advise sales/distribution
price war at all costs. The post 9/11 slump instigated a price teams to concentrate on, to strengthen your revenue
war that proved extremely detrimental to hotel revenues and performance?
brand perception for years after. However it only takes a few
key players to begin cutting prices before a domino effect • Is there an argument for returning to the merchant model?
sets in. • Preventing wholesalers from distributing your product to
Can Asia avoid the dreaded price war in these uncertain other online channels – what is the opportunity cost?
economic times, and if so what strategies will be critical to Vivek Bhalla, Managing Director Asia Pacific,
ensure that hotels remain profitable without reducing prices? The Rainmaker Group
Greg Albertini, Regional VP Revenue Strategy APAC, Maria Socorro Cotelo,
Marriott International Group Revenue & A very insightful event.
One of the best platforms
Lunch Standardization
to network with fellow
Manager, Waterfront
PRESENTATION: industry experts
Hotels & Casino
Nurturing RM in the organizational culture Chong Pink Kee,
Holiday Tours and Travel
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.
Ben George, Revenue Management Director for APAC,
Hilton Hotels
Uncompromising revenue manag

7. Revenue Management & Pricing
DAY 2 - 2nd April 2009
SESSION: PRESENTATION:
Forecasting through an economic Increasing revenues through ancillary sales
downturn The global softening of travel demand has impacted all sectors
Lead times are shrinking, as are travel budgets - and disciplines. Integrating new ancillary revenue streams other
from corporate and leisure alike. Forecasting has than your core product offering is an exciting new way to offset any
become both worryingly difficult and increasingly lost earnings. Discover how ancillary products could be the key to
essential at the same time. Can we actually continue maintaining your revenue generating potential.
to forecast with any degree of confidence or KEY LEARNINGS:
accuracy? • What is an ‘ancillary product’ and why should I bother selling
KEY LEARNINGS 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
• Under what circumstances should you alter your what percentage of the revenue goes to who?
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
Rate parity, transparency and price System (RMS)
integrity • New training and organisational changes that are necessary with
Many arguments suggest that rate parity is critical to the introduction of a RMS
the integrity of a hotel. But is there also reasonable • What key features will you require from a revenue management
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
Puneet Mahindroo, Corporate Director of Revenue the main exhibition hall. As the quality and
Management & Global Distribution, size of our exhibition has grown, so to has
Taj Hotels, Resorts & Palaces the demand for the workshop program that
• Assess rate parity across all channels versus accompanies it.
variable rates depending on the profitability of Led by solution providers, industry leaders
that channel. and specialist consultants alike, the 2009
• Should packages be tailored to particular market program will undoubtedly be as popular as ever.
segments without altering the individual package Last year’s full program of workshops can be viewed by visiting
prices? the event website at
www.eyefortravel.com/tdsasia/conference/workshops.asp
Maunik Thacker,
Executive Director of Revenue Management, This year’s program will be launched at the beginning of March,
Venetian Macau Ltd so keep a look out for it and expand your knowledge at TDS Asia.
Lunch
gement to challenge the standard

8. Travel Distribution Early Bird
discount
Summit Asia 2009 SAVE
1-2 April 2009, Suntec Convention Centre, Singapore US$100
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