Travel Distribution Early Bird

Summit Asia 2009

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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
 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

4 great reasons to attend:
The Learning - this event has been created after hours
of discussion with people across every discipline, sector, and
geographic corner of Asia’s travel industry. Those discussions
have been compressed into this thought provoking agenda,
featuring the most recurring challenges and opportunities.

The Leaders - we always work hard to invite speakers

whose area of expertise matches the topic on which they
are presenting. Flick through the range of jobtitles and
companies featured, and you will agree that this year’s
speakers are all qualified experts in their field.

The Networking - TDS Asia has quickly developed a

reputation as the networking hub for the industry, and with over
720 visitors in 2008 it’s easy to see why. We make every effort
to ensure you can meet the industry, quiz the solution providers,
and reacquaint yourself with industry friends old and new.

The Climate - Never have Asia’s travel suppliers faced such

a massive battle as overcoming the recent economic shift. This
battle is one that we all must face, and arming ourselves with the
collective knowledge of many is a step in the right direction.

TOP SPEAKERS INCLUDE:

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

40+ presenters, 20+ workshops, 11+ networking hours

 Online Distribution & Sales
DAY 1 - 1st April 2009
KEYNOTE:
Online success in challenging
environments
It’s no secret the global economic crisis is
impacting the travel sector hardest. Weathering the
storm will be a tough task, and the consensus is that
there maybe worse still to come. But tough times
nurture innovation…
Expedia are no strangers to challenging economic
climates, and have emerged from similar situations
a stronger brand strategically. As with all travel their
strategy has changed recently, but this change
should not represent trepidation.
Join us for our first ‘wisdom of crowds’ interactive
session, led by Cyril Ranque, VP APAC Partner
Services Group for Expedia. Discuss innovative
techniques with which to tackle the recession head-
on, share your own opinion and hear how Expedia
plan to positively leverage off the troubled economy.
What from their previous experiences can be applied
now to defy the downward trend?
Interactive voting session
Caught in time - The wisdom of crowds
We will be revisiting the results from the wisdom of
crowds interactive voting at the 2010 summit. Let’s
see if popular opinion really can be a predictor of
business trends, and look for ways of practically
applying this knowledge in the future!
Cyril Ranque, VP Partner Services Group APAC, Expedia
Coffee
SESSION:
Channel Management
During tough times optimizing the mix of your chosen
channels is essential for placing your product in front
of the right audience. Identify which channels will
reap you the greatest rewards, and align your product
offering across multiple channels.
KEY LEARNINGS:
• Expected benefits from an automated channel
management system
• Channel harmony – complimentary
marketing campaigns that cut across all your
chosen channels
• Shifting third party distribution to more lucrative
direct channels
• Should you consider paying higher agency
commissions if the agency has an extensive
global presence, and the ability to attract cash rich
foreign markets?
• Advertising model versus sales model – optimise
your channel mix
• Discover the core business advantages to exploring
several different channels, versus relying on one or
two
Olivier Horps, VP Marketing (APAC) & GM Commercial,
Club Med Asie
Tran Kien, Chairman, iVivu.com
Berthold Trenkel, President APAC,
Carlson Wagonlit Travel
Meraj Huda, Principal Consultant, Forumline
Lunch
PRESENTATION:
Distribution using unorthodox
and innovative methods
Not all travel distribution has to be
as expensive as traditional means.
Exploring innovative new channels and
partnerships can keep distribution costs
down, while casting a wider net to reach
new segments.
KEY LEARNINGS:
• New low cost means of
distribution that should be on any
organizations radar
• Meta Search as a viable and
competitive alternative
• What extra expenses does Meta
Search add to your marketing and
sales compared to merchants, where
these functions are largely covered?
• Video content as a distribution tool
• Using social networking sites and
online communities for targeted
ditribution
Grant Coluqhorn, Director of Hotels, APAC,
Travelocity
George Harb, Commercial Director Asia,
Travelport
PRESENTATION:
User Generated and unmanaged
content
Adding content to your travel site is not
always going to be about fancy video and
emotive imagery. Providing customers
with the ability to discuss/critique your
product is now a key consideration for
any modern travel business.
KEY LEARNINGS
• Travellers believe other travellers – the
argument for providing an outlet for
user criticisms and reviews
• Integrating user generated content
tools means managing new content at
an added expense
• Is there much point including user
generated content on your site if you
are not monetizing it in some way?
• Turning negative feedback into positive
PR - strategies to deal with adverse
consumer reviews
• The risk of adding favourable content
with an organisational bias
Ric Shreves, Founding Partner,
water&stone
Coffee
Distribution marketing
We revisit this popular topic in 2009, to
decipher some of the key types of Asian
travel marketing, With a particular focus
on the mysterious Search Marketing.
What will bring you the greatest ROI?
Combat the negative outlo
PRESENTATION:
How to wean yourself off search
engines
Oodles.com founder Steve Sherlock
believes the strategic use of SEO and
SEM can be vital in the early stages of
a company’s growth, but businesses
put themselves at risk if they fail to
evolve more sophisticated brand
marketing strategies.
Using Oodles.com as a case study, Steve
will explore why a company that is too
reliant on search can be a sitting duck,
and look at ways in which a business can
wean itself off search engines in order to
build long-term value to its brand.
Steve will support his argument by
comparing direct site traffic metrics with
that of paid search traffic. He believes
that Google itself is the perfect example
of a company using innovation rather
than search to build its brand: “Google
didn’t rely on other search engines to
become Google”.
Steve Sherlock, Managing Director,
Oodles.com
PRESENTATION:
Optimizing multi-channel online
marketing campaigns
As consumption of digital media
increases, companies are increasing their
efforts at targeting consumers through
emails, SEO initiatives, Pay-per-Click
advertising, display advertisements,
affiliate marketing, and social networking.
In this complex online environment,
search advertising has been seen as
the most effective channel at delivering
results, particularly transactional ROI.
However, consumers engage the brand
via multiple channels before purchasing,
and there are many points in which a
company influences them before
a transaction.
Are companies paying attention to
this brand engagement journey? Do
they have an understanding of which
combinations of campaigns and channels
are contributing to their success events?
Ultimately, are they optimising towards
the channels that produce the best ROI,
or is it simply a shotgun approach?
Joe Nyugen, Regional Manager SEA,
Omniture
Check the
website for
latest news, case
studies and event
speakers
 Online Distribution & Sales
DAY 2 - 2nd April 2009
SESSION:
Forecasting through an economic
downturn
Lead times are shrinking, as are travel
budgets - from corporate and leisure alike!
Forecasting has become both worryingly
difficult and increasingly essential at the same
time. Can we actually continue to forecast
with any degree of confidence or accuracy?
KEY LEARNINGS
• Understanding your customers and
booking validity to increase forecasting
accuracy
• The impacts of the volatile economic
climate on travel forecasting
• How is forecasting achievable during
economic climate and what to be wary of
• Maximising forecasts with shortened
lead times
• Under what circumstances should you
alter your forecasts – what will be the likely
impacts of this?
• What critical factors should prompt you to
revisit your forecasts?
• Currency fluctuations – their continued
influence over long and short haul travel
patterns
William Chua, VP Revenue Management &
Distribution, Meritus Hotels & Resorts
Ricky Ang, VP Sales & Marketing,
Hotel Equatorial
Coffee
SESSION:
Optimized third party distribution to
stimulate sales
As ominous signs of a price war begin to loom,
third party websites as sales and distribution
tools take on new importance. Hear the
key considerations you should make before
offering more inventory for 3rd party sales.
KEY LEARNINGS:
OTAs as a distribution channel
• Identifying what works - What proof is there
that a chosen OTA will sell?
• Increasing your reach is essential when
times are tough, so will OTAs demand
higher commissions?
• Should you be considering dropping less
lucrative channels, or expanding your
intermediary net to reach as many people
as possible?
Rob Rosenstein, COO, Agoda
More OTA speaker announcements
coming soon
The summit is a
great insight into the
opportunities and issues facing
the Asian travel market.
John Feenaghty,
Flight Centre
ook with positive strategy!
OTAs as a sales and marketing
channel
• Tailoring promotions according to the
type of OTA being used
• Sourcing local OTAs with better local
knowledge depending on the country
being targeted
• Can OTAs fill the sales gap left
by corporate bookers who ignore
negotiated rates and shop for cheaper
rates online? Or are they an instigator
of this change?
Daren Kang, Director of Agency Sales Asia
Pacific, IHG
Janice Chan, Director Online Distribution,
Starwood Hotels & Resorts APAC
Lunch
PRESENTATION:
Content aggregation with
meta search
Meta Search is a search concept that we
are all very familiar with, and one that is
here to stay. Fritz Demopolous of Qunar
believes that 2009 will see new meta
search offerings that could change how
consumers access hotel pricing and travel
information.
Hear Fritz provide details on how Qunar
plans to aggregate and filter relevant
information, and provide context to hotel
reviews, pricing information and non-price
content. Can classic meta search engines
move beyond simple price comparisons,
and into the technical realm of content,
context and customization? You be the
judge...
Fritz Demopolous, Co-Founder & Managing
Director, Qunar.com
PRESENTATION:
Turning video content into sales
With increased connection speeds,
advancements in mobile devices and
internet penetration continuing to spread
across Asia, video content has become
much more viable. As with all forms
of content, video can be provided in
more than one format – user generated,
professional, unbias.
This presentation will cover the following
issues:
• Choosing the right style of video
content for your site
• Where connectivity will still present a
barrier for video
• The ROI you can expect from different
video formats
• Video as a measurable marketing tool
instead of a branding exercise
David Chambat, VP Asia Pacific, TVtrip.com
Coffee
SESSION:
Enhancing the customer experience
using innovative content
A clear website content strategy can add
stickiness to your website and engage customers
to turn lookers into bookers. Hear how optimized
content can bolster your natural search rankings
KEY LEARNINGS
• A great website reflects well on your brand.
Learn the minimum features that are now the
common standard
• Customers vs Optimization – should your
website content be tailored towards optimizing
your site or enhancing a customers experience?
• Simple features like video add clarity to your
product offering. But at what cost, and how
much text is vital to conversions?
Michael Lee, VP Marketing Systems & Services,
Banyan Tree Hotels & Resorts
Sameer Poonja, VP Technology, Kiwi Collection
PRESENTATION:
Usable and enjoyable sites for sales
success
Customer expectations evolve, so it is vital to
have an ongoing program of analytics merging
insights from search, traffic, sales and research
data.
These insights build hypotheses that can be
continually tested, with winning candidates
implemented to increase engagement, conversion
rates and average booking values.
Keith Timimi explains how to add depth to your
website content using this technique, while
optimizing both your organic and paid search
traffic in the process.
Keith Timimi, Chairman, Qais Consulting
SESSION:
Tailoring website content to satisfy
different cultural needs
Each Asian culture interacts with - and responds
to - different types of rich content in different
ways. Understand what types of content appeal to
the different Asian market segments
KEY LEARNINGS
• Learn the content preferences and requirements
that different Asian cultures demand of a travel
website
• At what point should you offer translated
language websites, and what ROI can you
consequently expect?
• Understand which countries are embracing both
the contribution and consumption of UGC.
• Is your content being presented in the way
that it was originally intended? Maintaining
the quality and consistency of content across
different channels
Edward Perry, Senior Director of eCommerce,
WORLDHOTELS
Dan O’Sullivan, Director of Sales EMEA,
Translations.com
 Revenue Management & Pricing
DAY 1 - 1st April 2009
KEYNOTE:
Online success in Asia’s travel industry
It’s no secret the global economic crisis is impacting the
travel sector hardest. Weathering the storm will be a tough
task, and the consensus is that there maybe worse still to
come. But tough times nurture innovation…
Expedia are no strangers to challenging economic climates,
and have emerged from similar situations a stronger brand
strategically. As with all travel their strategy has changed
recently, but this change should not represent trepidation.
Join us for our first ‘wisdom of crowds’ interactive session,
led by Cyril Ranque, VP APAC Partner Services Group for
Expedia. Discuss innovative techniques with which to tackle
the recession head-on, share your own opinion and hear how
Expedia plan to positively leverage off the troubled economy.
What from their previous experiences can be applied now to
defy the downward trend?
Interactive voting session
Caught in time - The wisdom of crowds
We will be revisiting the results from the wisdom of
crowds interactive voting at the 2010 summit. Let’s see if
popular opinion really can be a predictor of business trends,
and look for ways of practically applying this knowledge in
the future!
Cyril Ranque, VP Partner Services Group APAC, Expedia
Coffee
PRESENTATION:
Avoiding a price war
If history has taught the hotel sector one thing, it is to avoid a
price war at all costs. The post 9/11 slump instigated a price
war that proved extremely detrimental to hotel revenues and
brand perception for years after. However it only takes a few
key players to begin cutting prices before a domino effect
sets in.
Can Asia avoid the dreaded price war in these uncertain
economic times, and if so what strategies will be critical to
ensure that hotels remain profitable without reducing prices?
Greg Albertini, Regional VP Revenue Strategy APAC,
Marriott International
Lunch
PRESENTATION:
Nurturing RM in the organizational culture
Revenue Management as a discipline still has some way
to go before it can truly say it has the standing of other
departments in Asian hotels. A revolution is happening
however, and RM culture is strengthening region wide led by
some innovative global brands.
Hear Hilton’s Ben George guide you through the processes
of developing a RM culture within the hotel organizational
structure, and how this change has benefited the entire
Hilton chain throughout.
Ben George, Revenue Management Director for APAC,
Hilton Hotels
PRESENTATION:
What keeps revenue managers up at night?
The practice of revenue management has changed
during these times of economic uncertainty. Can revenue
management work during a recession? What are the most
important issues that you should be aware of? How can you
best use revenue management to compete in the future?
In this session, Professor Sherri Kimes of the Cornell-
Nanyang Institute of Hospitality Management, will present
the results of a survey of Asian revenue management
professionals that will be conducted in February and March
2009. The survey covers a variety of topics including the
major issues facing revenue management and the future
trends in revenue management.
Sherri Kimes, STB Distinguished Professor of Asian
Hospitality Management, Cornell-Nanyang Institute of
Hospitality Management
Coffee
SESSION:
Revenue management in tough times
What new and innovative techniques can be applied to help
ease the strain of the economic downturn? Does the revenue
management team need now to take a more active part in
the organizations distribution and sales decisions?
KEY LEARNINGS:
• Tightening economy – what type of guerrilla/creative
strategies can be used to buffer revenues?
• Find new sources of business that don’t compromise
your brand equity
• Where should RM be looking to advise sales/distribution
teams to concentrate on, to strengthen your revenue
performance?
• Is there an argument for returning to the merchant model?
• Preventing wholesalers from distributing your product to
other online channels – what is the opportunity cost?
Vivek Bhalla, Managing Director Asia Pacific,
The Rainmaker Group
Maria Socorro Cotelo,
Group Revenue & A very insightful event.
One of the best platforms
Standardization
to network with fellow
Manager, Waterfront
industry experts
Hotels & Casino
Chong Pink Kee,
Holiday Tours and Travel
Uncompromising revenue manag
 Revenue Management & Pricing
DAY 2 - 2nd April 2009
SESSION:
Forecasting through an economic
downturn
Lead times are shrinking, as are travel budgets -
from corporate and leisure alike. Forecasting has
become both worryingly difficult and increasingly
essential at the same time. Can we actually continue
to forecast with any degree of confidence or
accuracy?
KEY LEARNINGS
• Understanding your customers and booking
validity to increase forecasting accuracy
• The impacts of the volatile economic climate on
travel forecasting
• How is forecasting achievable during periods of
low demand - what should you be wary of?
• Maximise forecasts with shortened lead times
• Under what circumstances should you alter your
forecasts – what will be the likely impacts of this? Hans Belle, VP & General Manager APAC, Sabre Travel Network
• Currency fluctuations – their continued influence PRESENTATION:
over long and short haul travel patterns
William Chua, VP Revenue Management &
Distribution,
Meritus Hotels & Resorts
Ricky Ang, VP Sales & Marketing, Hotel Equatorial challenging.
Coffee
DEBATE:
Rate parity, transparency and price
integrity
Many arguments suggest that rate parity is critical to
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
different markets and channels?
KEY LEARNINGS:
• To what extent is it acceptable to compromise
on your price integrity during an economic
downturn?
• As some brands begin to consider local versus
international room rates, hear what repercussions
a move like this can have
Puneet Mahindroo, Corporate Director of Revenue
Management & Global Distribution,
Taj Hotels, Resorts & Palaces
• Assess rate parity across all channels versus
variable rates depending on the profitability of
that channel.
• Should packages be tailored to particular market
segments without altering the individual package
prices?
Maunik Thacker,
Executive Director of Revenue Management,
Venetian Macau Ltd
Lunch
gement to challenge the standard
PRESENTATION:
Increasing revenues through ancillary sales
The global softening of travel demand has impacted all sectors
and disciplines. Integrating new ancillary revenue streams other
than your core product offering is an exciting new way to offset any
lost earnings. Discover how ancillary products could be the key to
maintaining your revenue generating potential.
KEY LEARNINGS:
• What is an ‘ancillary product’ and why should I bother selling
them?
• Incorporating ancillary products that don’t suggest your brand is
adopting a low cost model
• Choose the best ancillary products to compliment your own
product offerings
• Integrating ancillary revenue technology into your
booking engine
• What results can you expect from offering ancillary products, and
what percentage of the revenue goes to who?
Revenue Management Systems
Revenue management systems will increase the efficiency and
consistency of a revenue management team, and eliminate human
error. But selecting, training and funding for their introduction can be
KEY LEARNINGS:
• Evaluate your company’s need for a Revenue Management
System (RMS)
• New training and organisational changes that are necessary with
the introduction of a RMS
system?
• How can you complement an automated system with manual
checks and human instinct?
• Cost and results – how much and where’s my ROI?
Vivek Bhalla, Managing Director Asia Pacific, The Rainmaker Group
As part of previous TDS Asia events we have
run a two day workshop schedule adjacent to
the main exhibition hall. As the quality and
size of our exhibition has grown, so to has
the demand for the workshop program that
accompanies it.
Led by solution providers, industry leaders
and specialist consultants alike, the 2009
program will undoubtedly be as popular as ever.
Last year’s full program of workshops can be viewed by visiting
the event website at
www.eyefortravel.com/tdsasia/conference/workshops.asp
This year’s program will be launched at the beginning of March,
so keep a look out for it and expand your knowledge at TDS Asia.
 Travel Distribution Early Bird
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