Market, Sell and Keep Customers Through Mobile. Understand how mobile will impact how your customers research, buy and experience their travel. http://www.eyefortravel.com/?t=slideshare

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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

2. How Can You Integrate Mobile Initiatives
Into Existing Systems?
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
In the 3 months leading up to US$100K. If you sell travel online, this simple industry decision makers that are leading
Christmas 2008, in the midst of a fact should make you sit up and take notice! If this innovation.
global recession, our research showed you are still slouching, there are a whole heap of
The results are clear in that despite the
the average number of Americans trends stats and predictions out there that will.
recession, the industry is experimenting…
who browsed the internet via their For instance in 2011 it’s predicted that a and experimenting right across the touch
mobile phones grew by 61.5% from quarter of mobile revenues will come from points of the industry. Mobile will impact
the same period in 2007. This growth the movement of data, as opposed to voice. search, research, transactions, CRM and
alone is incredible, but more so, In other words, your wealthier customers are ancillary revenues. The great news is that the
when you link it with reports of great using their phone for a lot more than talking. early results are in, and major travel companies
ROI on mobile initiatives by major They’re probably browsing, researching, and are seeing ROI from their mobile initiatives.
travel companies and the massive hopefully buying your products! As online
travel is the biggest vertical online market, Every month and week that passes is another
adoption of the iphone. It is clear that
it’s pretty certain that Travel will also be the week of knowledge built by these mobile
travel distribution is about to evolve
biggest gainer from mobile internet and experiments in travel. This event is the only
again. I started Eyefor Travel (now the
m-commerce. forum where you will be able to meet, debate
leading publication for the online travel and pick the brains of the innovators.
industry), in 1997 at the dawn of the The really exciting and perhaps truly terrifying
online travel market. Travel led the 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
ecommerce revolution and I predict
money from mobile… everyone (over 74% in reading this, you will be looking at starting
it will lead with m-commerce too.
our recent industry survey) is just convinced or have started a mobile initiative in your
Market share and brands can be built that it is vital. company. Two days out of the office in a
relatively cheaply right now. And they
We have spent the last few months talking room full of people from your industry that
will be extremely valuable in the future! are examining the same revolution will
to hundreds of online travel experts.
Tim Gunstone 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
Managing Director,
of dollars worth of hotel rooms, flights, taking the wrong direction and starting the
eyeforTravel
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

3. US Mobile Web Browsing Increases 61.5%,
Chairman: Experiments in Mobile by Mobile Content that sells
Don Birch, Former CEO, Abacus intercontinental • What content works on mobile devices?
It’s hard to know what to focus on when • What is the role of “heavy” images
day one:
implementing mobile. It’s probably that the and video?
september 16, 9am – 5pm killer use is yet to be discovered. With so • What should you push- the travel research
many opinions, technologies and initiatives or the transaction content?
going on, hear how Intercontinental is
• Text and copy – what simple techniques will
Mobile in Travel - what is the hype establishing what works (and what doesn’t)
ensure your copy is read?
for them
All About? • “It is still a phone you know, guys” ….
• Experiments in mobile search
In November 2008, we surveyed our readers integrating other sales channels into the
about mobile technology in travel…. Quite • Experiments in mobile services and non mobile sales process
simply, 2009 is the year when the travel room revenue drivers
• How do you encourage and control Michael Dalesandro, CEO, Where i’ve
industry finally invests to make mobile a viable
innovation in a multinational travel Been LLC
platform for CRM, search, and transactions.
Why 2009? - With the business world companies Josh Steinitz, CEO, nileGuide
shrinking, why are travel suppliers and • How can you source funding for projects
intermediaries investing in mobile? without proven ROI?
Travel products that sell well
• Stats, facts and predictions that show where, Gareth Morgan, Director of Product
why, and how you need to invest in mobile
via Mobile
Management, Intercontinental Hotels Group
• Is it just distressed inventory or are other
• What mobile devices and applications are
products particularly good for mobile sales?
making the difference to travel revenues?
panel debate • Where will the growth in mobile travel sales
• Consumers, how many of your customers
hyatt, Tripit, ihg, And Luxury hotel be? Low cost airlines seem to bloom with
will be buying through mobile in the future?
internet growth. Will flights be the first to be
• What product and customer demographics intermediary The Kiwi Collection
sold via this growing channel?
are best served by the mobile channel? inc. debate how Mobile is working in
• Cooperate products that will sell via Mobile:
• How many times across the buying process Their organisations, how initial Trails flight alerts - Trip planning - flight changes
will mobile touch on your customer? Are developing, And how Mobile will security alerts - where is the money
Amy Scarth, Head of Research, eyefor Travel develop coming from?
The Case studies Bill Bernahl, VP ecommerce, Hyatt Deanne Dale, VP, Sales and Account
Management, Travelocity Business
Gareth Morgan, Director of Product
Mobile Travel distribution in hilton
Management, Intercontinental Hotels Group Mike Daly, Vice President, Travel Services,
“Hilton would like to make mobile into a fully
rearden Commerce
fledged distribution channel similar to GDS, Sameer Poonja, Vice President Online
web or hotel direct with the ability to engage Distribution & E-Commerce, Kiwi
in all property experiences both in service and Collection inc. Networking Drinks Reception
commerce…”. How far have Hilton come and Chris La Rose, Director Website Strategy
what have been their biggest challenges and & Testing, Hilton Hotels Corporation
successes?
How is Kiwi Collection Inc. using mobile
technology? Lunch FinD OuT MORE AbOuT
• Why do we need to develop our mobile MObiLE in TRAVEL
service? uS$60,000 of original research
how Can you Use Mobile Across The
• What are the key indicators that now is the available to you for free!
time to invest? Travel buying process?
• How shall we measure ROI? Mobile for Search, Marketing and Analysis The initial research for this event has been
• Mobile SEO - How do you ensure your compiled into a series of reports looking
• Why will investing in mobile make us richer? at how the travel industry, the mobile
products are found on mobile devices?
Sameer Poonja, Vice President, industry, and the mobile travel consumer is
• Mobile analytics- what tools do you need
Online Distribution & E-Commerce, developing.
to make sure your mobile page is found?
Kiwi Collection inc.
• Where do you advertise? The first 2 reports are available for free
Mobile Applications for Trip planning • How important are portals for travel from the Eyefor Travel Research website.
marketing? You need to become an advanced
And how Can The industry Make
member (which is free till October) to
Money from This? Tom O’Neil, Account Executive, Google access the reports. Go to
• How can mobile let you sell and interact with www.eyefortravelresearch.com
your customer throughout the trip? Jeff Plaisted, National Sales Manager,
for more information.
Microsoft Mobile Advertising,
• What type of customer spend can a mobile Microsoft Corporation
application produce? More mobile reports in mobile in travel are
being produced right now. Check out the
• Is mobile always going to be application advanced members zone for details.
based?
Greg Brockway, CEO, Tripit
For More Information Call Sinead on +44 (0) 207 375 7228 (UK)

4. How Can You Sell Through This Channel?
day Two: At time of printing the Speaker for this how to grow and Maintain your
session still needed to be confirmed. Ancillary and Merchandising Revenue
september 17, 9.30am – 5pm Please check the website agenda.
Through the Mobile Channel
• How do you make sure switching to a
Mobile Transactions: The Travel Networking Lunch new channel does not erode your ancillary
industry invests when it sees earnings?
Clear Roi The holistic Approach • At last you can keep in touch with your
Nothing shows ROI better than payments customer for the whole of the travel
• Will the success and so too, the focus on how do you deliver a Consistent experience… now how are you going to
mobile micropayments slow down the rate Message Across all your Channels, make money from this?
at which the industry adopts mobile? Maximize sales and Cut Costs? • How should mobile be used to keep in
• What makes people buy through mobile • Practical advice on measuring your touch with your customer throughout the
–device product or payment partner? performance across all distribution channels travel experience?
• What are the risk implications for the and ensuring all parts of your marketing • Tours, translations, sim cards…what
merchant behind taking mobile payments? campaign are delivering a return on products can mobile help you sell?
investment • How big could this revenue stream be?
Fraser Campbell, CEO, Wcities
• How do you avoid commoditization,
Speaker to be confirmed
differentiate your products and brands,
identify your strengths and selling points, Ken Bostock, Managing Director, Airport
Mobile CRM – Until now, sMs and Strategy and Continuous Improvement,
and then translate this uniqueness into all
Mobile have been great Tools to Keep united Airlines
your marketing messages?
Customers informed About delays,
• How can travel content converge to provide
Changes and problems…how will a better service to consumers? Mobile Costs – the internet drove
Mobile CRM develop?
• The demographic of online travellers is down distribution Costs and Changed
• How can mobile maintain your customers becoming increasingly diverse. How can the Role of the Agent forever
and keep them happy? you ensure your web marketing engages all • Will mobile have a similar industry-evolving
• Can mobile help you make high profit potential customers? effect?
customers happier? • Get a complete view into self-service • Will investing in mobile now reduce your
• How do you balance annoying reminders to functionality and enhanced customer service distribution costs, or is it simply the case
your mobile to being incredible CRM and delivery across all self-service channels: that this is the best way to reach your
merchandizing tools Mobile, Kiosk & Web customer?
Jared Miller, Sr. Director, Customer Self- • How can individual technologies come • What are the best ways of integrating your
Service, Continental Airlines together to improve your business? mobile initiatives into your systems?
• Is online advertising failing? Does today’s • How fast will the mobile channel grow?
Koen Bavinck, Sales Manager, Sound of Data customer respond to advertising or will
social media replace traditional marketing? April Bridgeman, Senior Vice President,
Expert questions by: Kristen Manion,
BCD Travel
Director, Direct Marketing and CRM, • Standardization: Which tools will help you
Delta Airlines overcome obstacles currently inhibiting the End of Conference
aggregation of content, and streamline the
Coffee break transaction process?
Paula Twidale, EVP, Collette Vacations FinD OuT MORE AbOuT
MObiLE AnD TRAVEL
what are the best ways to integrate Doug Miller, VP Global Media, expedia
Eyefortravel are leading the way in
your mobile initiatives into your Jan Wood, Travel Industry Consultant researching the dynamic use of mobile in
existing marketing CRM and Business Consultant, Teradata Corporation travel marketing, transactions and CRM.
transaction systems? Throughout 2009 we will be investing over
Sharon McAuliffe, Sr. Director E-Commerce,
Fantastic mobile applications are being US$70,000 producing original reports and
Aston Hotels & Resorts insight. Most of the reports are free if you
invented all the time. As an industry, it’s
probable we don’t yet know which ones will (This session is being held as part of the are from the industry and they have already
be the killer app! However, we do know what Travel Distribution Summit) been read by thousands of Key decision
the killer expense is. It will be the integration makers in the world of online travel.
of this technology into our existing network To access the reports go to
infrastructure www.eyefortravelresearch.com/
• What IT issues must you consider in user/registration
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

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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% Technology/ Marketing Solution Providers
of last year’s attendees
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% Hotel /Academics, Consultants Provider
3% Press, Resort/ Accommodation
missing those crucial contacts 25% Online Travel Agencies
16% Technology/ Marketing Solution Providers
PRE-CONFERENCE RECEPTION – Pick up 2008Other suppliers (Cruise, Car, Airlines)CoMpAny TypE
17%
ATTEndEEs by
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, VP Revenue
17% Manager 5% EVP/SVP Sameer Poonja, VP Online Distribution
Dr. Bill Brunger, Internal Consultant,
International eCommerce and Management, Hilton Hotels
14% CEO/MD/President Continental Airlines (SVP Network, & E-Commerce, Kiwi Collection Inc.
Matthew Crummack, SVP Lodging,
Distribution Planning, Continental Corporation EVP/SVP
5% 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