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Mobile Strategies for Travel 2009

Market, Sell and

Keep Customers ORGANIZED
BY:

Through Mobile
Understand how mobile will impact how your Over 20 Top Industry Speakers
customers research, buy and experience their travel from Leading Travel Brands
• FIND MORE CUSTOMERS: US mobile internet users are increasing
rapidly. Latest data shows a growth rates of 61.5%. Make sure you
can communicate and sell via mobile and you will gain market share.
Gareth Morgan,
• STAY AHEAD OF YOUR COMPETITION: The travel industry is at last Director of Product Management, Chris La Rose, Director Website Strategy
InterContinental Hotels Group & Testing, Hilton Hotels Corporation
seeing ROI on mobile initiatives. Every major travel organization from
airlines to hotels to intermediaries are experimenting. Start making
plans or you will be left behind.

• UNDERSTAND THE THREAT: You need to provide mobile services or

you will lose customers. With 4.6 billion global mobile users by 2011, Bill Bernahl, VP eCommerce, Deanne Dale, VP Sales and Account
61.5% growth in mobile web browsing. A very high percentage of your Hyatt Hotels Corporation Management, Travelocity Business
now online distributed product will be sold through this new channel.
The impact on CRM and driving ancillary revenue will be just as
important. Ask the Ma and Pa travel agents of the 1990s what happens
if you don’t provide the travel service your consumers want. Jared Miller,
Josh Steinitz, CEO, Sr. Director, Customer Self-Service,
• … AND THE POTENTIAL: No one knows what mobile “killer apps” NileGuide Continental Airlines
will make the travel industry a heap of money. But it’s probably being
developed and trialed right now and with all our great travel industry
speakers it will be covered at this conference. Right now opinions
abound and innovation is raging! You need to invest, but no one knows
for sure where. These are interesting and potentially amazingly Kristen Manion,
Director, Direct Marketing and CRM, Greg Brockway, CEO,
profitable times! Sign up now so you identify the right strategy early. Delta Airlines TripIt

SPONSORS

Sameer Poonja, Vice President, Online Ken Bostock, MD Airport Strategy and
Distribution & E-Commerce, Continuous Improvement,
Kiwi Collection Inc. United Airlines

One Pass Gives You Unlimited Access to 3 Conferences

Travel Distribution Summit Revenue Management and Pricing Mobile Strategies for Travel
 How Can You Integrate Mobile Initiatives
Into Existing Systems?
In the 3 months leading up to
Christmas 2008, in the midst of a
global recession, our research showed
the average number of Americans
who browsed the internet via their
mobile phones grew by 61.5% from
the same period in 2007. This growth
alone is incredible, but more so,
when you link it with reports of great
ROI on mobile initiatives by major
travel companies and the massive
adoption of the iphone. It is clear that
travel distribution is about to evolve
again. I started Eyefor Travel (now the
leading publication for the online travel
industry), in 1997 at the dawn of the
online travel market. Travel led the
ecommerce revolution and I predict
it will lead with m-commerce too.
Market share and brands can be built
relatively cheaply right now. And they
will be extremely valuable in the future!
Tim Gunstone
Managing Director,
EyeforTravel
There are 23 Million+ smart phone users in the industry wants to know about, and who
USA. They are rich with 38.4% earning over they need to hear from… namely travel
US$100K. If you sell travel online, this simple industry decision makers that are leading
fact should make you sit up and take notice! If this innovation.
you are still slouching, there are a whole heap of
The results are clear in that despite the
trends stats and predictions out there that will.
recession, the industry is experimenting…
For instance in 2011 it’s predicted that a and experimenting right across the touch
quarter of mobile revenues will come from points of the industry. Mobile will impact
the movement of data, as opposed to voice. search, research, transactions, CRM and
In other words, your wealthier customers are ancillary revenues. The great news is that the
using their phone for a lot more than talking. early results are in, and major travel companies
They’re probably browsing, researching, and are seeing ROI from their mobile initiatives.
hopefully buying your products! As online
travel is the biggest vertical online market, Every month and week that passes is another
it’s pretty certain that Travel will also be the week of knowledge built by these mobile
biggest gainer from mobile internet and experiments in travel. This event is the only
m-commerce. forum where you will be able to meet, debate
and pick the brains of the innovators.
The really exciting and perhaps truly terrifying
aspect to mobile, is that as yet nobody in When budgets get this tight, only the truly
travel knows which is the best way to make good initiatives get through. If you are still
money from mobile… everyone (over 74% in reading this, you will be looking at starting
our recent industry survey) is just convinced or have started a mobile initiative in your
that it is vital. company. Two days out of the office in a
We have spent the last few months talking room full of people from your industry that
are examining the same revolution will
to hundreds of online travel experts.
People responsible for the pricing, online definitely save you months of research and
marketing, and distribution of millions guess work. But it could also save you from
of dollars worth of hotel rooms, flights, taking the wrong direction and starting the
business travel and holidays. We have put wrong initiative. Two days that could make
together a conference agenda packed full and save your company millions and really
of industry speakers based on what the further your career!

One Pass Gives You Access to Three Co-Located Conferences

Choose from over twenty in-depth sessions and network with a wide variety of senior travel
executives across three tracks: Distribution, Revenue Management and Mobile Technology

DAY 1 DAY 2
Networking Cocktail Party 5-7pm at the close of day one

Travel Revenue mobile Travel Revenue mobile

Distribution Management strategies Distribution Management strategies
summit & Pricing for travel summit & Pricing for travel

Supplier & OTA Adapting RM in Mobile in Travel: Keynote: Mobile

Relations the Current What’s the Hype Meta-Search Transaction Payments
All About? The Evolution of RM
Economy
MORNING

Keeping Your
MORNING

Case Studies: Innovations in Customers Through

Industry Analysis Market Share vs Experiments in Mobile Mobile
Search
Profitbility Ancillary Revenue

Monetizing Online Integrating RM and Initial Trials and Integrate Mobile

Future Developments Customer-Centric into Your Systems
Programs Distribution RM & Loyalty
LU N C H B R E A K LU N C H B R E A K

Social Media Mobile for Search, A Holistic Approach to Where does Mobile Fit
Marketing and Independant Hotels
Marketing and into Distribution
Pricing Distribution
AFTERNOON

AFTERNOON

Analysis
Trip Planning Tools Merchandising
Alternative Lodging Find, Train and Retain Through
Mobile Content Options 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/mobile-travel


Chairman: Experiments in Mobile by
Don Birch, Former CEO, Abacus
Day One:
September 16, 9am – 5pm
Mobile in Travel - What is the Hype
All About?
In November 2008, we surveyed our readers
about mobile technology in travel…. Quite
simply, 2009 is the year when the travel
industry finally invests to make mobile a viable
platform for CRM, search, and transactions.
Why 2009? - With the business world
shrinking, why are travel suppliers and
intermediaries investing in mobile?
• Stats, facts and predictions that show where,
why, and how you need to invest in mobile
• What mobile devices and applications are
making the difference to travel revenues?
• Consumers, how many of your customers
will be buying through mobile in the future?
• What product and customer demographics
are best served by the mobile channel?
• How many times across the buying process
will mobile touch on your customer?
Amy Scarth, Head of Research, Eyefor Travel
The Case Studies
Mobile Travel Distribution in Hilton
“Hilton would like to make mobile into a fully
fledged distribution channel similar to GDS,
web or hotel direct with the ability to engage
in all property experiences both in service and
commerce…”. How far have Hilton come and
what have been their biggest challenges and
successes?
How is Kiwi Collection Inc. using mobile
technology?
• Why do we need to develop our mobile
service?
• What are the key indicators that now is the
time to invest?
• How shall we measure ROI?
• Why will investing in mobile make us richer?
Sameer Poonja, Vice President,
Online Distribution & E-Commerce,
Kiwi Collection Inc.
Mobile Applications For Trip Planning
And How Can The Industry Make
Money From This?
• How can mobile let you sell and interact with
your customer throughout the trip?
• What type of customer spend can a mobile
application produce?
• Is mobile always going to be application
based?
Greg Brockway, CEO, Tripit
For More Information Call Sinead on +44 (0) 207 375 7228 (UK)
US Mobile Web Browsing Increases 61.5%,
Intercontinental
It’s hard to know what to focus on when
implementing mobile. It’s probably that the
killer use is yet to be discovered. With so
many opinions, technologies and initiatives
going on, hear how Intercontinental is
establishing what works (and what doesn’t)
for them
• Experiments in mobile search
• Experiments in mobile services and non
room revenue drivers
• How do you encourage and control
innovation in a multinational travel
companies
• How can you source funding for projects
without proven ROI?
Gareth Morgan, Director of Product
Management, Intercontinental Hotels Group
Panel debate
Hyatt, Tripit, IHG, And Luxury Hotel
Intermediary The Kiwi Collection
Inc. Debate How Mobile Is Working In
Their Organisations, How Initial Trails
Are Developing, And How Mobile Will
Develop
Bill Bernahl, VP ecommerce, Hyatt
Gareth Morgan, Director of Product
Management, Intercontinental Hotels Group
Sameer Poonja, Vice President Online
Distribution & E-Commerce, Kiwi
Collection Inc.
Chris La Rose, Director Website Strategy
& Testing, Hilton Hotels Corporation
Lunch
How Can You Use Mobile Across The
Travel Buying Process?
Mobile for Search, Marketing and Analysis
• Mobile SEO - How do you ensure your
products are found on mobile devices?
• Mobile analytics- what tools do you need
to make sure your mobile page is found?
• Where do you advertise?
• How important are portals for travel
marketing?
Tom O’Neil, Account Executive, Google
Jeff Plaisted, National Sales Manager,
Microsoft Mobile Advertising,
Microsoft Corporation
Mobile Content that Sells
• What content works on mobile devices?
• What is the role of “heavy” images
and video?
• What should you push- the travel research
or the transaction content?
• Text and copy – what simple techniques will
ensure your copy is read?
• “It is still a phone you know, guys” ….
integrating other sales channels into the
mobile sales process
Michael Dalesandro, CEO, Where I’ve
Been LLC
Josh Steinitz, CEO, NileGuide
Travel Products that Sell Well
Via Mobile
• Is it just distressed inventory or are other
products particularly good for mobile sales?
• Where will the growth in mobile travel sales
be? Low cost airlines seem to bloom with
internet growth. Will flights be the first to be
sold via this growing channel?
• Cooperate products that will sell via Mobile:
flight alerts - Trip planning - flight changes
security alerts - where is the money
coming from?
Deanne Dale, VP, Sales and Account
Management, Travelocity Business
Mike Daly, Vice President, Travel Services,
Rearden Commerce
Networking Drinks Reception
Find out more about
mobile in travel
US$60,000 of original research
available to you for free!
The initial research for this event has been
compiled into a series of reports looking
at how the travel industry, the mobile
industry, and the mobile travel consumer is
developing.
The first 2 reports are available for free
from the Eyefor Travel Research website.
You need to become an advanced
member (which is free till October) to
access the reports. Go to
www.eyefortravelresearch.com
for more information.
More mobile reports in mobile in travel are
being produced right now. Check out the
advanced members zone for details.
How Can You Sell Through This Channel?
Day Two:
September 17, 9.30am – 5pm
Mobile Transactions: The Travel
Industry Invests When It Sees
Clear ROI
Nothing shows ROI better than payments
• Will the success and so too, the focus on
mobile micropayments slow down the rate
at which the industry adopts mobile?
• What makes people buy through mobile
–device product or payment partner?
• What are the risk implications for the
merchant behind taking mobile payments?
Fraser Campbell, CEO, Wcities
Mobile CRM – Until Now, SMS and
Mobile Have Been Great Tools to Keep
Customers Informed About Delays,
Changes and Problems…How Will
Mobile CRM Develop?
• How can mobile maintain your customers
and keep them happy?
• Can mobile help you make high profit
customers happier?
• How do you balance annoying reminders to
your mobile to being incredible CRM and
merchandizing tools
Jared Miller, Sr. Director, Customer Self-
Service, Continental Airlines
Koen Bavinck, Sales Manager, Sound of Data
Expert questions by: Kristen Manion,
Director, Direct Marketing and CRM,
Delta Airlines
Coffee break
What are the best ways to integrate
your mobile initiatives into your
existing marketing CRM and
transaction systems?
Fantastic mobile applications are being
invented all the time. As an industry, it’s
probable we don’t yet know which ones will
be the killer app! However, we do know what
the killer expense is. It will be the integration
of this technology into our existing network
infrastructure
• What IT issues must you consider in
terms of the technical delivery of mobile
applications?
• How easily can mobile work with your
existing device platforms?
• How do you ensure cost effective
deployment of innovative new applications?
• How much will effective mobile deployment
cost you?
Book Before July 3 For Early-Bird Discounts
At time of printing the Speaker for this
session still needed to be confirmed.
Please check the website agenda.
Networking Lunch
The Holistic Approach
How Do You Deliver a Consistent
Message Across all Your Channels,
Maximize Sales and Cut Costs?
• Practical advice on measuring your
performance across all distribution channels
and ensuring all parts of your marketing
campaign are delivering a return on
investment
• How do you avoid commoditization,
differentiate your products and brands,
identify your strengths and selling points,
and then translate this uniqueness into all
your marketing messages?
• How can travel content converge to provide
a better service to consumers?
• The demographic of online travellers is
becoming increasingly diverse. How can
you ensure your web marketing engages all
potential customers?
• Get a complete view into self-service
functionality and enhanced customer service
delivery across all self-service channels:
Mobile, Kiosk & Web
• How can individual technologies come
together to improve your business?
• Is online advertising failing? Does today’s
customer respond to advertising or will
social media replace traditional marketing?
• Standardization: Which tools will help you
overcome obstacles currently inhibiting the
aggregation of content, and streamline the
transaction process?
Paula Twidale, EVP, Collette Vacations
Doug Miller, VP Global Media, Expedia
Jan Wood, Travel Industry Consultant
Business Consultant, Teradata Corporation
Sharon McAuliffe, Sr. Director E-Commerce,
Aston Hotels & Resorts
(This session is being held as part of the
Travel Distribution Summit)
How to Grow and Maintain Your
Ancillary and Merchandising Revenue
Through the Mobile Channel
• How do you make sure switching to a
new channel does not erode your ancillary
earnings?
• At last you can keep in touch with your
customer for the whole of the travel
experience… now how are you going to
make money from this?
• How should mobile be used to keep in
touch with your customer throughout the
travel experience?
• Tours, translations, sim cards…what
products can mobile help you sell?
• How big could this revenue stream be?
Speaker to be confirmed
Ken Bostock, Managing Director, Airport
Strategy and Continuous Improvement,
United Airlines
Mobile Costs – the Internet Drove
Down Distribution Costs and Changed
the Role of the Agent Forever
• Will mobile have a similar industry-evolving
effect?
• Will investing in mobile now reduce your
distribution costs, or is it simply the case
that this is the best way to reach your
customer?
• What are the best ways of integrating your
mobile initiatives into your systems?
• How fast will the mobile channel grow?
April Bridgeman, Senior Vice President,
BCD Travel
End of Conference
FIND OUT MORE ABOUT
MOBILE AND TRAVEL
Eyefortravel are leading the way in
researching the dynamic use of mobile in
travel marketing, transactions and CRM.
Throughout 2009 we will be investing over
US$70,000 producing original reports and
insight. Most of the reports are free if you
are from the industry and they have already
been read by thousands of Key decision
makers in the world of online travel.
To access the reports go to
www.eyefortravelresearch.com/
user/registration
 Register on the Secure Website at www.eyefortravel.com/mobile-travel

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 Travel Distribution Summit N. America 2009
September 16-17, The Westin, Michigan Avenue, Chicago
SAVE $3
Mobile Strategies for Travel 2009 on your 00
Confere
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AMPLE OPPORTUNITY WHO YOU WILL MEET before
July
39% Hotel / Resort/ Accommodation Provider3
TO NETWORK WITH THE 25% Online Travel Agencies
BEST IN THE INDUSTRY Below is a detailed breakdown16%
of Technology/
last year’s attendees
Marketing Solution Providers
17% Other suppliers (Cruise, Car, Airlines)
Travel distribution is based on partnerships and 2008 Attendees by Seniority3% Press, Academics, Consultants
at this event deals are initiated, refreshed and
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 25% Online Travel Agencies 3% Press, Academics, Consultants
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)
39%
3% Hotel
Press,/Academics,
Resort/ Accommodation
Consultants Provider
missing those crucial contacts 25% Online Travel Agencies
16% Technology/ Marketing Solution Providers
PRE-CONFERENCE RECEPTION – Pick up 2008 Attendees by Company Type
17% Other suppliers (Cruise, Car, Airlines)
your badge, catch up with old friends and avoid 3% Press, Academics, Consultants
the morning rush before heading out for
the evening 40% Director
24% VP
NETWORKING DRINKS PARTY – At the end
17% Manager
of an information-packed first day this informal
14% CEO/MD/President
reception is the perfect opportunity for you to
meet your fellow attendees, see the products on 5% EVP/SVP
offer and discuss the issues that have been raised
40% Director
24% VP 40% Director
17% Manager
14% CEO/MD/President
24% VP
OVER 80 EXPERT SPEAKERS INCLUDING: 5% EVP/SVP
40% Director
17% Manager
14% CEO/MD/President
24% VP
Travel Distribution Summit Chris Amenichi, Sr. Director Sharon Duffy,
17% VP Revenue
Manager Dr. Bill Brunger, Internal5% EVP/SVP Sameer Poonja, VP Online Distribution
Consultant,
International eCommerce and Management,14%Hilton Hotels
CEO/MD/President Continental Airlines (SVP Network, & E-Commerce, Kiwi Collection Inc.
Matthew Crummack, SVP Lodging,
Distribution Planning, Continental Corporation5% EVP/SVP retired) Jared Miller, Sr. Director, Customer
Expedia
Airlines Jeff Roy, Director – Air Revenue Andrew Goldstone, Sr. Director, Self-Service, Continental Airlines
Julie Atkinson, Sr. Director Global
Sam Shank, CEO, Dealbase Management, Collette Vacations Revenue Management, Isle of Capri Kristen Manion, Director, Direct
Online Sales and Distribution,
Tammy Peter, VP Channel Jim Rozell, Revenue Optimization Casinos Marketing and CRM, Delta Airlines
Starwood Hotels & Resorts
Worldwide Management, Wyndham Hotel Group Leader, Carlson Hotels Worldwide Mark Moliari, Executive Director Greg Brockway, CEO, TripIt
Noreen Courtney-Wilds, VP Sales, Melissa Skluzacek, Director of Revenue of Revenue Management, Strategic
Scott Hyden, President, STA Travel Marketing, The Venetian Resort Hotel Michael Perhaes, Assistant VP
JetBlue Airlines Management, Midwest Airlines
Virginia Suliman, VP Web Design and Casino Marketing, MGM Grand Hotel
Development, Hilton Hotels Corp. Ted Souder, Head of Travel – Central Julie Szudarek, VP Revenue
Juston Parker, CEO, Parker Hospitality Ken Bostock, MD Airport Strategy
Region, Google Management, Orbitz Worldwide
Anil Aggarwal, CEO, MileStone and Continuous Improvement, United
Yen Lee, President, Uptake Chinmai Sharma, VP Revenue John Enright, Executive Director,
Internet Marketing Airlines
Management, Wyndham Worldwide Revenue Account Management,
Jeff Davidoff, CMO, Orbitz Chris La Rose, Director Web Product
Roseanne Landay, Director of Strategy Preferred Hotel Group
Anne Payne, CEO, Be Dynamic Chris Anderson, Assistant Professor, Strategy, Hilton Hotels Corporation
and Business Development, Pleasant Kurien Jacob, SVP Revenue
Cornell University, School of Hotel
Holidays Sharon McAuliffe, Sr. Director Management and Distribution, Tom O’Neil, Account Executive, Google
Administration
John Peters, CEO, Tripology E-Commerce, Aston Hotels & Resorts Highgate Hotels Jeff Plaisted, National Sales Manager,
Matt Busch, Director of Pricing
Gregg Brockway, CEO, TripIt Doug Miller, VP Global Media, Expedia Greg Cross, Revenue Management Microsoft Mobile Advertising,
Strategy, InterContinental Hotels
Consultant & former SVP Revenue Microsoft Corporation
Cory Garner, Director of Merchandising Paula Twidale, EVP, Collette Vacations Group
Strategy, American Airlines Jan Wood, Travel Industry Consultant Management, Hilton Hotels Corp. Michael Dalesandro, CEO, Where I’ve
Kristi White, Director, Revenue
Been
Kyle Moore, VP Air and Ground Content Business Consultant, Teradata Optimization, TravelCLICK Mobile Strategies for Travel
and Shopping, Sabre Travel Network Corporation Mike Daly, VP Travel Services,
Hariharan Subramanian, Director, Gareth Morgan, Director of Product
Kate Burda, VP Sales, Extended Stay Sabre Holdings Management, InterContinental Hotels Rearden Commerce
Diane Clarkson, Travel Industry
Hotels Group Fraser Campbell, CEO, Wcities
Analyst, Forrester Research Greg Weiss, VP Revenue Management,
Jessica Kornacki, VP Marketing, Joie de Virve Hospitality Chris La Rose, Director Website Koen Bavinck, Sales Manager, Sound
Mark Mahaney, Director, Internet
Endless Vacation Rentals Strategy & Testing, Hilton Hotels of Data
Research, Citigroup Investment Kim Nugent, Corporate Director
Research Bob Barnes, CEO, Zonder Revenue Management, Benchmark Corporation April Bridgeman, Senior Vice President,
Ashwini Karandikar, VP Client Hospitality International Josh Steinitz, CEO, NileGuide BCD Travel
Revenue Management and
Services, Range Online Media Pricing Scott Nason, VP Revenue Management, Deanne Dale, VP Sales and Account Bill Bernahl, VP eCommerce, Hyatt
Glenn Fogel, EVP Corporate American Airlines (retired) Management, Travelocity Business
Dr. Peter Belobaba, Principal Research
Development, Priceline.com Scientist, Massachusetts Institute of Tammy Farley, Principal, The
Technology Rainmaker Group

Register Now at: www.eyefortravel.com/mobile-travel