EyeforTravel - Revenue Management & Pricing in Travel USA 2009
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Summit N. America 2009 Confere
September 16-17, The Westin, Michigan Avenue, Chicago Register
Revenue Management & Pricing in Travel 2009
How to Price for Profit
and Increase Market Share
in a Changing Economy
Two days of networking and learning – a Top speakers from
must-attend for senior RM executives in travel leading travel brands
• THE ECONOMY: reinvent your rM & pricing strategies
to stimulate demand and take advantage of the
Sharon Duffy, VP Revenue Management, Dr. Bill Brunger, Internal Consultant,
• FORECASTING: Discover how to maintain accurate Hilton Hotels corporation continental Airlines (retired)
forecasts, make optimal pricing decisions and achieve
• PRICING: Get expert advice on setting the right prices
for the right customer at the right time Chinmai Sharma, VP Revenue Julie Szudarek, VP Revenue
Management, Wyndham Hotels group Management, orbitz Worldwide
• DISTRIBUTION: optimize the synergy between distribution
and rM to increase profits
• MARKET SHARE: How do you steal it from others while Scott Nason, VP Revenue Management, Dr. Peter Belobaba, Principal Research
protecting your own? American Airlines (retired) Scientist, massachusetts institute of
• DISCOUNTING: What are the alternatives, and should
you embrace them?
• THE ROLE OF THE RM: Why is your contribution more Mark Molinari, Executive Director of John Enright, Executive Director,
important now than ever before – and how do you train Revenue Management, Strategic Marketing, Revenue Account Management,
The venetian Resort Hotel casino Preferred Hotel group
and retain your top people?
SPONSORS MEDIA SPONSORS
Jeff Roy, Director – Air Revenue Jim Rozell, Revenue Optimization Leader,
Management, collette vacations carlson Hotels Worldwide
ONE PASS GIvES YOU UNLIMITED ACCESS TO 3 CONFERENCES
TRAvel DisTRibuTioN summiT ReveNue mANAgemeNT AND PRiciNg mobile sTRATegies foR TRAvel
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 a bigger difference ever. When you come to check out the conference
of 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
case Studies: innovations in customers Through
industry Analysis Market Share vs experiments in Mobile 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
Trip Planning Tools Merchandising
Alternative Lodging Find, Train and Retain Through
Mobile content Options Revenue Managers
Forecasting that Sells 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/rmusa
“A great opportunity to stay current with ever-changing industry trends
chairmen: keynote Presentation: • How do you segment customers by price sensitivity
Tom Walker, Managing Director, roomrevenew and gauge the likely effect discounting will have on
growing Market share vs growing Profits: their current and future purchases?
steve Pinchuk, VP Profit Optimization, SAS institute
which strategy is best for the Current • How do your customers perceive discounts and
Day One: • What are the alternatives to discounting?
• What are the pros and cons of these 2 strategies?
September 16, 9am – 7pm • How can you protect your brand and provide
• Are these two strategies mutually exclusive?
value-added components instead of discounting?
Session 1: Presentations and Panel • Should you reduce rates to steal market share?
What is the danger here? • Should you reduce rates to steal market share?
Adapt & update your Revenue How could this affect your profitability?
• Once you have reduced your rate to steal market
Management & Pricing strategy to Profit share, how do you build forecasts that examine • What are the advantages of lowering your rates?
in the Current Economic Climate profitability? • Exactly how hard is it to increase prices after a
• Other than discounting, how else can you steal downturn?
It’s essential to protect profitability and generate
ancillary revenues during the recession – and that market share? • How can you integrate marketing with yield to
means you need to adapt your strategies on an • What things can you do to drive up RevPAR? How optimize promotion and marketing spend?
ongoing basis. Just dropping rates is no good. You do you gain new exposure that separates you from • Of all the online agencies, Priceline and Hotwire are
need to communicate the value of your product more your competitors? reporting the highest profits:
than ever, whilst appealing to different segments Jim rozell, Revenue Optimization Leader, Carlson - Why are opaque channels are so popular with
and stealing market share wherever you can. Your Hotels Worldwide customers in the current climate?
customers, meanwhile, are demanding the best value - How can you use opaque channels as an
Session 2: Presentations and Panel
from every dollar they spend, and are willing to take alternative to discounting, while still maintaining
bigger risks. In this session you’ll get tips on analyzing increase Profits by optimizing the rate integrity?
your performance, measuring your success and
achieving your goals in this difficult time.
synergy between distribution & • Fare families, like those used by Air Canada, offer
Revenue Management customers a multiple of differentiated products,
• In an economic downturn should you chase profit each with different price points:
or revenue? • How is the distribution landscape changing
– and how are the changes affecting revenue - How can you replace traditional notions of fares
• Lessons from history: How does this recession differ with fare families to increase conversion and
management and pricing?
from previous periods of downturn? improve profitability?
• How do you create seamless interaction between
• What signs will herald the end of the recession and - Is there something inherently advantageous in the
distribution, crM and revenue management data?
which markets are leading indicators? fare family structure?
• What’s the most lucrative way to manage channels
• How can hotels and airlines exploit opportunities - If so, how do you need to change your rM
when demand is low?
and actually thrive right now? strategy?
• How can you keep track of every channel?
• How can you appeal to different segments and - How should you look at demand when people
steal market share? • What data is essential to make profitable revenue
can book in multiple fare classes?
management and pricing decisions?
• Which channels will profit from changes in Julie szudarek, VP Revenue Management, Orbitz
consumer behavior brought on by the recession? • How is innovation in distribution methods
impacting rM and pricing?
• Providing value to your customers: How can you Melissa skluzacek, Director of Revenue Management,
build value into your marketing campaigns – and • How can you review third-party distribution
deliver an emotional appeal to your customers? agreements to retain control of rates and
availability? kristi White, Director, Revenue Optimization,
• How do you need to change your revenue TravelCLICK
management processes during this recession? • Reservations costs, rates and availability: How
do you balance the numbers for maximum Matt Busch, Director of Pricing Strategy,
• What channels or demand segments are InterContinental Hotels Group
performing better than average? What does this
imply about your current sales targets and pricing? • Effective channel management: What are the
Networking Coffee Break
secrets of limiting revenue leakage and maintaining
• How can you use RM data to determine which
rate integrity? Session 4: Presentation and Panel
marketing programs are generating incremental
revenue – and claim maximum profit from the most chinmai sharma, VP Revenue Management,
successful campaigns? Wyndham Worldwide forecasting: integrating the Effects of
Dr. peter Belobaba, Principal Research Scientist, chris anderson, Assistant Professor, cornell distribution and Pricing to Achieve
Massachusetts Institute of Technology University, School of Hotel Administration higher Revenues
sharon Duffy, VP Revenue Management, Hilton Bad news for revenue Managers: the economic
Roundtable Lunch Break
Hotels Corporation slowdown has rendered forecasts based on historical
Session 3: Presentations and Panel data pretty useless. so what do you do now to make
Jeff roy, Director – Air Revenue Management,
smarter pricing decisions, identify ways to maximize
Expert Advice on setting the Right profit and apply pricing restrictions? knowing when
Doug Hesley, Corporate Director of Revenue customers buy your products is a crucial factor in
Prices for the Right Customer at the
Management, Norwegian, Cruise Lines savvy rM right now, and this session shows you how
Right Time: should you Respond to the
Networking Coffee Break to generate accurate forecasts that use the correct
Elasticity of demand by Reducing Prices? blend of historical data and latest trends.
to discount or not to discount? It’s an increasingly
• Demand forecasting: How do you identify demand
contentious issue as companies struggle to compete.
by segment and time, and marry the findings to
What’s more, the decisions you make today will affect
your rM and pricing strategy?
your profitability for years to come. so cutting prices
may delay your ability to benefit when the economy • Forecasts: To what extent can you rely on
does bounce back. should you cut your rates? What technology – and how much is down to the human
are the alternatives? and how much damage could touch?
“A diverse list of topics which are highly relevant to the travel
s while affording excellent networking opportunities” Eric Zaner, Leisure Link
• How can you know if your forecasts are going to What’s more, airlines have been surprised by the lack • Opaque channels are becoming more popular
be inaccurate – and what should you do to protect of customer backlash, so this is becoming the norm. with rate-hungry consumers. Does brand loyalty
revenues? so is generating ancillary revenue a better alternative inevitably diminish in a recession? and what can
• If traditional RM systems produce inaccurate to discounts? you do to maintain customer loyalty?
forecasts, what other methods can you use to • Which ancillary revenue products and services will Mark Moliari, Executive Director of Revenue
track demand? deliver maximum profitability for your particular Management, Strategic Marketing, The Venetian
• How will cancellations and no-shows impact your business? Resort Hotel Casino
forecasts? • Hotels: How do you identify the most profitable Juston parker, CEO, Parker Hospitality
• How much data do you need to forecast guests and include non-room revenue in your
tammy Farley, Principal, The Rainmaker Group
accurately? Do you really need a full year? How strategy?
Hariharan subramanian, Director, Sabre Holdings
can you create a “booking pattern” database? • How do you effectively manage your ancillary
• Can you use algorithms to process your historical revenue partnerships – and overcome Roundtable Lunch Break
demographic data to produce accurate forecasts? technological challenges?
• How can you use technology to gain a greater • What are the secrets of creating a program that’s Session 7: Presentations and Panel
understanding of competitor prices? consistent with your brand and avoids alienating
customers? spotlight on Revenue Management for
• Will it pay to put your competitors’ pricing at the
heart of your forecasting strategy? • How should you profile your customers to target small & independent hotels
them with the most relevant ancillary revenue • How do you overcome the unique challenges
• What’s the best way to work with the marketing
offerings? posed by small and independent hotels?
team and use your forecasts to identify need
periods and opportunities? • How can hotels, casinos and other suppliers jump • Should you look to reservations managers as
onto this lucrative, airline-led bandwagon? potential revenue managers?
Greg Weiss, VP Revenue Management, Joie de Virve
Hospitality • Total Revenue Management: How do you maximize • What revenue management technology is suitable
revenue across all revenue streams? and affordable for your business?
kim Nugent, Corporate Director Revenue
Management, Benchmark Hospitality International • Maximum profitability: How do you analyze • How can hotels price competitively to gain
ancillary revenue behavior by customer segment exposure and revenue while maintaining rate
Networking Drinks Party and use your rM system to squeeze out extra integrity?
• How can small and independent hotels build guest
Day Two: Dr. Bill Brunger, Internal Consultant, Continental loyalty with a rational pricing strategy?
September 17, 9am – 4pm Airlines (SvP Network, retired)
• How do you increase revenues when you’ve got
andrew Goldstone, Sr. Director, Revenue
high occupancy rates?
Cornell University Breakfast - Open to All Management, isle of Capri Casinos
• How do you raise your appeal to higher-rated
Q&A Breakfast with Chris K. Anderson, Ph.D. Networking Coffee Break segments?
cornell University office of executive education
invites attendees of eyefortravel´s revenue Session 6: Presentations and Panel John enright, Executive Director, Revenue Account
Management and pricing conference to a Q&a Management, Preferred Hotel Group
breakfast with chris anderson, ph.D. chris is an Customer-Centric RM & Pricing strategy: kurien Jacob, SVP Revenue Management and
assistant professor at the cornell school of Hotel why it Pays you to Target specific Distribution, Highgate Hotels
administration. this breakfast will allow for an in- Customer segments & nurture loyalty:
depth discussion surrounding revenue management
In a recession, retaining loyal customers is priority
within the hospitality industry. No. 1. today’s travel leaders are those who not only finding, Training & Retaining Talented
keynote Presentation: understand their customers, but are also rolling out Revenue Managers
customer-centric pricing strategies that reflect this
The Evolution of Revenue Management: this is Not the time for your revenue Management
knowledge (not all customers are cutting their travel
department to hunker down and survive. on the
where have we been and where are budgets right now) and putting the right options in
contrary, it’s a great opportunity to add value to
we going? front of them at the right time:
your organization and thrive! But with more pressure
• Over the past 25 years, the term “Revenue • How are Revenue Managers responsible for loyal than ever on revenue Managers to keep a company
Management” has become closely associated with customers? How can you avoid doing harm? profitable, where do you find the best people, train
pricing in the airline business. How did airlines • How much will it cost you to improve synergy them, and keep them loyal?
“invent” this science and progress it to where it is between your crM and rM data – and how big is
• How do you prevent your best people from being
today? the potential reward
• What roles did Information Technology and • How do you address a customer’s willingness to
• What skills are imperative – are they instinctive or
operations research play in bringing rM to the pay?
can they be taught?
current state of the art? • What’s the most profitable way to segment your
customer data and target specific groups? • How do you keep up with the latest trends and
• What are the major shortcomings of the current
ensure your staff are well educated in the face of
state of revenue management? • Should you segment customers differently in a
• And what does the future hold for us? recession?
• How can you use technology to enable your team
scott Nason, VP Revenue Management, American • Airlines are charging lowest-fare customers fees for
to devote more time to marketing and sales?
Airlines (retired) checking baggage, whereas high-fare customers
are exempt. Which segments should receive • How can you decentralize RM so your people can
Session 5: Presentations and Panel make faster decisions?
consistent pricing and which should experience
Maximize Profits by selling Ancillary elasticity? Greg cross, Revenue Management Consultant &
• How do you overcome the challenge of aligning former SVP Revenue Management, Hilton Hotels
Products & services Corporation
crM and revenue Management departments?
When Us airlines posted enormous losses last year,
they began looking at all parts of their operations to • What does your guest look like? What does your Networking Coffee Break
generate cash… now United airlines expects to make guest value? What do you have that is of value to a
$1.2 billion this year through fees and charges. specific guest?
industry and provided value to all participants” Ben Druce, WestJet
Travel Distribution Summit N. America 2009 SAVE $3
september 16-17, The westin, Michigan Avenue, Chicago
on 0 0
Revenue Management & Pricing in Travel 2009 nce Pas
e r befor
AMPLE OPPORTUNITY WHO YOU WILL MEET
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
39% Hotel / Resort/ Accommodation Provider
designed this event to allow you to meet your
25% Online Travel Agencies
fellow delegates and start talking. These include:
16% Technology/ Marketing Solution Providers
ONLINE NETWORKING CENTER - For two 17% Other suppliers (Cruise, Car, Airlines)
39% Hotel / Resort/ Accommodation Provider
weeks leading up to the event, you can network 3% Press, Academics, Consultants
25% Online Travel Agencies
online with fellow delegates with our purpose built 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
2008Other suppliers (Cruise, Car, Airlines)CoMPAny TyPE
up your badge, catch up with old friends and 17%
3% Press, Academics, Consultants
avoid the morning rush before heading out for
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
24% VP 40% Director
OVER 80 EXPERT SPEAKERS INCLUDING: 14% CEO/MD/President
24% VP 14% CEO/MD/President
Travel Distribution Summit Glenn Fogel, EVP Corporate 5% EVP/SVP Sameer Poonja, VP Online Distribution
Sharon Duffy, VP Revenue Management, Andrew Goldstone, Sr. Director,
Development, Priceline.com Hilton Hotels Corporation Revenue Management, Isle of Capri & E-Commerce, Kiwi Collection Inc.
Matthew Crummack, SVP Lodging, 14% CEO/MD/President
Expedia Sam Shank, CEO, Dealbase Jeff Roy, Director – Air Revenue Casinos Jared Miller, Sr. Director, Customer
Julie Atkinson, Sr. Director Global Tammy Peter, VP Channel Management, Management, Collette Vacations Mark Moliari, Executive Director Self-Service, Continental Airlines
Online Sales and Distribution, Wyndham Hotel Group Jim Rozell, Revenue Optimization of Revenue Management, Strategic
Kristen Manion, Director, Direct
Starwood Hotels & Resorts Worldwide Noreen Courtney-Wilds, VP Sales, Leader, Carlson Hotels Worldwide Marketing, The Venetian Resort Hotel
Marketing and CRM, Delta Airlines
Melissa Skluzacek, Director of Revenue Casino
Scott Hyden, President, STA Travel JetBlue Airlines Greg Brockway, CEO, TripIt
Virginia Suliman, VP Web Design and Ted Souder, Head of Travel – Central Management, Midwest Airlines Juston Parker, CEO, Parker Hospitality
Julie Szudarek, VP Revenue Michael Perhaes, Assistant VP
Development, Hilton Hotels Corp. Region, Google Tammy Farley, Principal, The
Management, Orbitz Worldwide Marketing, MGM Grand Hotel
Anil Aggarwal, CEO, MileStone Yen Lee, President, Uptake Rainmaker Group
Internet Marketing Chinmai Sharma, VP Revenue Ken Bostock, MD Airport Strategy
Jeff Davidoff, CMO, Orbitz John Enright, Executive Director,
Management, Wyndham Worldwide and Continuous Improvement, United
Roseanne Landay, Director of Strategy Revenue Account Management,
Anne Payne, CEO, Be Dynamic Airlines
and Business Development, Pleasant Chris Anderson, Assistant Professor, Preferred Hotel Group
Holidays Sharon McAuliffe, Sr. Director Cornell University, School of Hotel Chris La Rose, Director Web Product
E-Commerce, Aston Hotels & Resorts Kurien Jacob, SVP Revenue
John Peters, CEO, Tripology Administration Strategy, Hilton Hotels Corporation
Management and Distribution,
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 Group
Cory Garner, Director of Merchandising Greg Cross, Revenue Management Jeff Plaisted, National Sales Manager,
Strategy, American Airlines Jan Wood, Travel Industry Consultant Kristi White, Director, Revenue Consultant & former SVP Revenue Microsoft Mobile Advertising,
Business Consultant, Teradata Optimization, TravelCLICK Management, Hilton Hotels Corp. Microsoft Corporation
Kyle Moore, VP Air and Ground Content
and Shopping, Sabre Travel Network Corporation Hariharan Subramanian, Director, Michael Dalesandro, CEO, Where I’ve
Kate Burda, VP Sales, Extended Stay Sabre Holdings Mobile Strategies for Travel
Diane Clarkson, Travel Industry Analyst, Been
Forrester Research Hotels Greg Weiss, VP Revenue Management, Gareth Morgan, Director of Product
Joie de Virve Hospitality Mike Daly, VP Travel Services, Rearden
Jessica Kornacki, VP Marketing, Management, InterContinental Hotels
Mark Mahaney, Director, Internet Commerce
Endless Vacation Rentals Kim Nugent, Corporate Director Group
Research, Citigroup Investment Fraser Campbell, CEO, Wcities
Research Bob Barnes, CEO, Zonder Revenue Management, Benchmark Chris La Rose, Director Website
Hospitality International Strategy & Testing, Hilton Hotels Koen Bavinck, Sales Manager, Sound of
Ashwini Karandikar, VP Client Services, Revenue Management and
Range Online Media Scott Nason, VP Revenue Management, Corporation Data
Pricing American Airlines (retired)
Chris Amenichi, Sr. Director Josh Steinitz, CEO, NileGuide April Bridgeman, Senior Vice President,
Dr. Peter Belobaba, Principal Research Dr. Bill Brunger, Internal Consultant, BCD Travel
International eCommerce and Scientist, Massachusetts Institute of Deanne Dale, VP Sales and Account
Distribution Planning, Continental Continental Airlines (SVP Network,
Technology Management, Travelocity Business Bill Bernahl, VP eCommerce, Hyatt
Register now at: www.eyefortravel.com/rmusa