The document details the 2011 Tourism Branding Forum featuring various industry leaders, including Rick Still of Ontrade, Antonio Batanero of Meliá Hotels, and Fernando Harb of Greater Fort Lauderdale CVB, discussing tourism trends and branding strategies. Topics covered include the evolution of travel demand, the influence of social media on consumer decisions, and the necessity for companies to adapt their marketing strategies to reach increasingly segmented traveler demographics. The discussion emphasizes the growth of tourism in Latin America and the Caribbean and the emergence of a new middle class influencing travel behavior.

1. Julio BrunoVice President, Canada, Latin America & The CaribbeanMiami, May 4th 2011PanelistsRick Still, OnTradeAntonio Batanero, SolMeliaFernando Harb, Greater Fort Lauderdale CVBRicardo Casco, AvisBudget2011 Tourism Branding Forum1

2. Rick Still - CEORick Still is considered an expert in the development of high-level trade conferences within the global travel industry and is widely recognized as a pioneer in launching computer appointment-driven “trade shows” that have changed the way in which billions of dollars in sales are conducted each year.On Trade is a “company to company” social network for the travel industry with proprietary match-making technology enabling members to efficiently locate and connect with the right buyers and suppliers.2011 Tourism Branding Forum2

3. Antonio Batanero - Senior Director of Distribution & Ecommerce Antonio Batanero is Senior Director of Distribution & Digital Marketing at Meliá Hotels & Resorts in The Americas. Responsible for communication, marketing and sales with direct clients, companies and travel agencies, is also responsible for the design, creation, development and distribution of interactive media tools profitability of the company’s distribution channels in The AmericasMeliá, which was founded by Gabriel Escarrer Juliá in 1956 in Palma de Mallorca (Spain), is the world's leading hotel chain for holidays, as well as being the overall market leader in Spain, both in the leisure and the business sectors. It is the third largest chain in Europe, the twelfth largest in the world and is the global leader for holidays and in Latin America and the Caribbean. Currently there are more than 300 hotels in 30 countries on 4 continents and the company has a workforce in excess of 35,000 employees2011 Tourism Branding Forum3

4. Fernando Harb - Director of SalesHarb is a seasoned professional with a comprehensive knowledge of both leisure and convention sales, as well as the international market. With fluency in four languages including English, German, Portuguese and Spanish. Most recently he held the position of director of sales & marketing at the Hollywood Beach Marriott where he was an essential member of the resort's management team for its grand openingThe Greater Fort Lauderdale CVB is full service representing 30,000+ hotel rooms and a 600,000 gsf convention center. Representing: Coconut Creek Cooper City Coral Springs Dania Beach Davie Deerfield Beach Fort Lauderdale Hallandale Beach Hollywood Lauderdale-By-The-Sea Lauderhill Lauderdale Lakes Lighthouse Point Margate Miramar North Lauderdale Oakland Park Pembroke Park Pembroke Pines Plantation Pompano Beach Sea Ranch Lakes Southest Ranches Sunrise Tamarac Weston West Park Wilton Manors2011 Tourism Branding Forum4

5. Ricardo Casco - Director, Latin AmericaRicardo Casco, Director for the Latin American region with Avis Budget Group. Mr. Casco holds overall revenue and commercial responsibility for all business originated in the Latin America / Caribbean region and is also responsible for overseeing the sales and marketing strategy for the LAC-based franchisee network +USD 5 Billion company with more than 30,000 employees. Over 6,900 locations and more than 540,000 vehicles worldwide. AVIS is positioned in the market as a corporate / higher tier brand (corporate). BUDGET as a value driven brand (leisure)2011 Tourism Branding Forum5

6. Julio Bruno- Vice President, Canada, Latin America and The CaribbeanResponsible for leading and growing travel agency sales throughout these regions, Bruno has previously held several regional posts with Travelport and its predecessors. This includes vice president, Continental Europe & South America managing the Cendant Travel Distribution business units Galileo International, Gullivers Travel Associates, Octopus Travel.com and Travelwire. With a presence in 160 countries, approximately 5,475 employees and reported 2010 revenues of $2.3 billion, Travelport is comprised of the global distribution system (GDS) business that includes the Galileo and Worldspan brands; GTA, a leading global, multi-channel provider of hotel and ground services; and Airline IT Solutions, which hosts mission critical applications and provides business and data analysis solutions for major airlines. Travelport also owns approximately 48% of Orbitz Worldwide (NYSE: OWW)2011 Tourism Branding Forum6

7. How Did Tourism Evolve?Travel became more popular

8. Offer does not follow demand: IATA 2010 report indicated 8.2% increase in traffic and 4.4% increase on seats capacity, with a 78.4% load factor

9. In Latin America, tourism will almost double its GDP* contribution from 2.3% (U$75B) in 2010 to 4.5% (U$126B) in 2020

10. A new middle class: the engine behind growth

11. Traveler is smarter:

12. Better educated: university education and higher

13. Information power: uses Internet to search, compare, purchase and share

14. Social networks influence on travel purchase decisionsSource: WTTC2011 Tourism Branding Forum7

15. The Myriad of ChannelsSuppliers face a never ending channels offer:

16. Internet

17. Website (B2B, B2C, B2G)

18. Mobile

19. Direct Connect

20. Intermediaries

21. GDSs

22. Travel Agencies

23. OTAs

24. Consolidators

25. Tour Operators

26. BrokersSource: WTTC2011 Tourism Branding Forum8

27. Marketing Mix Increases EverydayVariety of efforts needed to reach even more segmented travelers clusters:Price: From savvy to premium, from budget-minded to “c”class, everybody is travelling todayPlace: From the traditional travel agencies to department stores, including OTAs and door-to-door sales, channels are everywhere todayPromotion: Loyalty programs, Ad Words, social media, user generated content, apps, iPads, events, sponsorships, blast mails, online media, offline media, online discounter, metasearch engines, etcProduct: More than ever, one size does not fit all (ecotourism, adventure tourism, gourmet travel, sports, cultural exchange, etc)2011 Tourism Branding Forum9

28. Brand and Tourism- Some examplesSncf.com:

29. La Machine À Voyager

30. Around 2 million views on YouTube

31. United Airlines:

32. United break guitars

33. 10 million views on YoutTube

34. *In December 2009, Time magazine named "United Breaks Guitars" #7 on its list of the Top 10 Viral Videos of 2009

35. *Carroll has been in great demand as a speaker on customer service. On one of his trips as a speaker, United Airlines lost his luggageGo to linkGo to linkGreat Barrier Brief:

36. The Best Job in the World

37. U$1.2 million campaign budget

38. More than 34,000 applicants

39. 8 million visitors at the website

40. Over U$150 million estimated in media coverageGo to link*Source: Wikipedia2011 Tourism Branding Forum10

41. Top Ten Travel Innovations in the last 10 yearsBudgetTravel.com 2009 poll results

42. 10th: Online Maps

43. 5th: Cell Phones

44. 9th: Digital Photography

45. 4th: Global Internet Access

46. 8th: Online Flight Check In

47. 3rd: Trip Advisor

48. 7th: GPS Navigation

49. 2nd: Online Travel Booking

50. 6th: Worldwide ATM Access

51. 1st: Roller Bags2011 Tourism Branding Forum11

52. How to Explore the New Travel Landscape?2011 Tourism Branding Forum12

53. Suggested Questions

54. QuestionsHow would you compare your traveler today and ten years ago?

55. How do you think people will be travelling within 10 years?

56. What a travel brand needs to become a love brand?

57. What your company is doing to keep its brand assets replicated in the social media environment? (reputation)

58. Multichannel, direct distribution and intermediaries: how do you keep your brand value across different strategies?

59. Is your company monitoring your brand presence at user generated content websites and social media? Why?2011 Tourism Branding Forum14

60. QuestionsHow is your marketing investment divided today? Please give us an idea of the mix spent off and online

61. Are loyalty programs still an important part of your strategy in a world with so many offers, influencers and price sensitive travelers?

62. What are the main communication channels used by your company today?

63. Do you consider investing on mobile selling applications in the next couple of years?

64. What are you planning to reach the new traveler in Latin America, those who have buying purchase (C class) and will travel for the first time?2011 Tourism Branding Forum15

66. CopyrightCopyright©2010 Travelport Inc. All rights reserved. All Travelport logos and marks as well as all other Travelport proprietary materials depicted herein are the property of Travelport Inc. and/or its affiliates.Notes About ExamplesAll screen examples and other inserts associated with system output are provided for illustration purposes only. They are provided as illustrative examples of system functionality and are not meant to represent actual screen responses, rates, etc.Note to document author:Position copyright slide at the end of the presentation. If the document contains confidential information, each page of the document should be marked with “TRAVELPORT CONFIDENTIAL” in the footer. Delete this message before using the presentation.172011 Tourism Branding Forum