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Hotel Revenue Management Oct 12th

& Pricing Middle East 2008

15-16th December, Beach Rotana Hotel, Abu Dhabi

Innovative revenue management

techniques for the modern hotelier
In-depth analysis, case studies and essential Hear from these expert speakers
networking at the Middle East’s only hotel Sarah Allen,
Area Director of Revenue
specific revenue and pricing event Strategy, Middle East & Africa,
Marriott International

Imran Changezi,
Director of Corporate
Attend to achieve these 6 core business objectives Sales - Global, Jumeirah Group

Dennis Penalosa,
• Flexible pricing techniques that will smoothen the Cluster Revenue Manager -
Jumeirah Living, Jumeirah Group
fluctuations of a seasonal, demand-driven market place
Michael Marshal,
• Integrated revenue management - position your RM VP Sales and Marketing,
Rotana Hotels & Resorts
team at the forefront of the hotel organizational structure
Soha Zahar,
• Total Revenue Management techniques Director of Revenue Management,
Rotana Hotels & Resorts
that will change the way you view your hotels revenue
Sharad Kapur,
generating potential Director of Revenue Management,
Hyatt International South West Asia
• Customer price sensitivity versus loyalty
Walter Lo Faro,
to your brand - How does discounting rooms impact the Director of Market Management,
Expedia
customer’s perception of your brand?
Ahmed Rasmy,
• Corporate travel Revenue Manager,
Millennium Hotel Abu Dhabi
- modern strategies to capture more of Tackle the
Middle East’s Anita Markiewicz,
the lucrative corporate segment Director of Revenue Management,
biggest revenue Movenpick Hotels & Resorts
• optimised agency and challenges, and
Hans Olbertz,
distribution channel benchmark your General Manager,
management, for greater rate hotel’s strategy Emirates Palace

parity and consumer profiling Rishikant Singh,

AGM Revenue Management,
Air India

Partner: Media Partner: Arun Kumar,

Director of Revenue Management
& Reservation Services,
Jebel Ali International Hotels

Stefan Wolf,
Director of Corporate
Revenue Management,
Shangri La Hotels & Resorts

www.eyefortravel.com/rmme
 Network with regional RM leaders
The essential forum for improving REVPAR and gaining a
competitive edge in an increasingly crowded hotel sector
On a global scale, the Middle Eastern hotel sector
is head and shoulders above the rest in terms of its
current economic position. While the rest of the world
awakens to the very real prospect of an economic
recession, the Middle East continues to perform at
an outstanding level.
Recent figures released by Deloitte Middle East showed
RevPAR growth of 21.6%, and the world’s highest occupancy
and average room rates at 75.3% and US$180 respectively.
So the outlook is rosy for Middle
Eastern hotels... Or is it?
As traditional source markets like the United Kingdom and
Germany began to feel the affects of an unstable economy,
long-haul travel plans rank higher on the list of luxury items
that fall outside the travel consumer’s annual budget.
Consumers will limit travels to the Middle East, which in turn
affects occupancy levels and a hotels ability to maintain its
impressive room rate and RevPAR growth.
Also, the massive injection of room inventory across the region
will undoubtedly heighten competition and make accurate
forecasting seemingly impossible - Atlantis the Palm’s new
1500 room development being a prime example of this.
When viewed from this perspective the outlook is not quite
as rosy as at first glance!
It’s the perfect time for Revenue Managers
to demonstrate their unique value
No matter what you’re doing, the reality is that every
competitive edge and advantage is also being secured by your
competitors; businesses that are every bit as determined as
you are to scale the heights of profit and financial success.
In this aggressive environment, to leave RM to stand alone,
is to neuter the most potent tool in the hoteliers armoury.
Today’s market leaders are those who have been reaping
the dividends of RM for a while, and have now taken it one
valuable step further by discovering that…
…The key to unlocking enormous
revenue potential is “Integration”!
Europe, the U.S and parts of Asia have already shown us
why an integrated revenue and pricing strategy is an
essential part of a hotels organisational structure. The
prestige of a full hotel means nothing compared to a 21.6%
growth in RevPAR
For too long revenue teams have gone unrecognised,
but now as the region begins to awake to the prospect of
tightening margins and increased competition, revenue
management will be key to business success and the future
prosperity of the sector.
Win a complimetary pass! Visit www.eyefortravel.com/rmme
Attend this event to freshen-up on the
pressing business issues, and benchmark
your own revenue strategy
This inaugural hotel specific conference is the only one of its
kind in the Middle East. The agenda is packed with topics
designed to challenge your revenue and pricing thought
process, and is led by industry experts from the most
successful local and global brands.
Some of the agenda highlights include; an essential look
at managing your distribution channels, to increase your
margins and lower distribution costs. Find the optimal mix
between your chosen online and offline channels, and learn
interesting techniques for lessening occupancy seasonality
and flattening out the booking peeks and troughs.
Hear the case for flexible pricing structures and how this
often difficult ideal can be implemented successfully. Also,
understand what impact pricing flexibility could have on
your forecasting accuracy – a technical calculation that just
became more difficult.
What new opportunities can the emerging corporate
segment present the hotel sector? This relatively unmanaged
– yet lucrative – group can seriously lift a hotel’s revenue
potential. What systems need to be in place for you to
maximise your proposition to this largely untouched
market segment?
Are you using all of your hotel touch points most, and what
areas are you neglecting that could be potential revenue
generators? Why stop at RevPAR, analyse your total
approach to revenue management and discover the
capacity to which your revenues can grow.
Plus – pricing your inventory and the perception of your
brand. Which – if any – of your customers are actually loyal
to your brand and not the price you can offer? At what point
does your room price cheapen your brand?
And - Revenue management for independent hotels,
executive residents and apartments. These massively
expanding segments are causing a ripple throughout the
region – particularly Dubai – and present their own very
unique RM challenges that we can all learn from.
 Cement the value of revenue managem
Day One – 15th December
SESSION 1
Channel Management and eDistribution - the right
product in the right place at the right time
• How can individual hotel properties expect to achieve direct sales,
when competing with massive global marketing budgets from the likes
of Expedia and booking.com?
• Reach new international markets - Where should Middle Eastern hotels
be focusing their attention now that the traditional inbound markets like
Germany and the UK are drying up?
• During low seasons wide reaching online channels are an economical
way to keep your product in the public eye. So what channels will work
best for you?
• Channel management - identify the best channels to promote
your property in the right way, and grow your business through
these channels
• How much is too much distribution through electronic channels -
is there an optimal mix between on-and-offline channels?
• Is revenue generated through online bookings truly measurable?
What are the best methods of this measurement?
Sarah Allen, Area Director of Revenue Strategy, Middle East & Africa,
Marriott International
Michael Marshal, VP Sales and Marketing, Rotana Hotels & Resorts
Anita Markiewicz, Director of Revenue Management,
Movenpick Hotels & Resorts
Morning coffee
SESSION 2
The case for accurate forecasting in the Middle East
• Accurate forecasts are crucial to the revenue management process, yet
forecasting for travel industry revenue management systems is inherently
difficult. Competitive actions, seasonal factors, and the economic
environment are only a few of the hurdles that must be overcome to
forecast successfully. But to what extent can forecasting really be relied
upon, and how can you evaluate the performance of your forecasts?
• Hear why Rishikant Singh of Air India believes that in the increasingly
competitive travel environment, it has never been more important to
integrate forecasting into your revenue management strategy.
Rishikant Singh, AGM Revenue Management, Air India
Flexible pricing in the rapidly evolving
M.E hotel sector
Responding to changes in the market with flexible pricing - particularly
with the uncertain economic climate in the traditional feeder markets
of Germany and the U.K - is paramount for M.E hotels. With the role of
revenue managers and distribution managers becoming increasingly
complex, applying flexible pricing strategies may not be so simple.
• From flat to dynamic - will flexible pricing work for everyone?
• Hear why rate flexibility is essential in markets impacted by seasonality
and economic uncertainties
• Can a flexible rate structure easily include all of your
distribution channels?
• The M.E already suffers from short forecasting lead times.
What new ways will your forecasting be impacted by a flexible
pricing structure?
• What measures can be taken to ensure your negotiated accounts
don´t find your rates cheaper by searching through other channels?
Soha Zahar, Director of Revenue Management,
Rotana Hotels & Resorts
The Middle East’s only hotel spec
Lunch
SESSION 3
Grabbing a hold of the corporate segment
opportunity
The corporate travel segment is a largely untapped market
for Middle Eastern hotels. Most corporates are happy to
rely on traditional means of booking their accommodation,
which means a missed opportunity for most regional hotels.
Discover the changes that need to occur, before the real
revenue generation from M.E corporate segment can
truly flourish
• Wholesalers are currently satisfying the needs of the
corporate traveller. What incentives can be used to
entice business away from these channels?
• Clearly defining your demand - what should you consider
corporate demand and what should you consider
wholesale demand?
• What customer relationship management strategies
are necessary to entice repeat corporate bookers?
• Without rate parity, can a working corporate travel
management industry really exist in the Middle East?
• Blocking rooms for corporate clients does not guarantee
corporate bookings. How can you manage this inventory
to ensure none of your corporate blocks are left
unoccupied?
Imran Changezi, Director of Corporate Sales - Global,
Jumeirah Group
Margaret Bowler, Director, Global Hotel Relations, HRG
Afternoon coffee
SESSION 4
The Online Travel Agency impact on
hotel revenues
• Managing your inventory across many online channels can
be problematic. What analysis should you be undertaking
to ensure optimal profitability?
• Online Travel Agencies (OTA) can take as much as 25%
commission from your bookings. It´s a hefty cost to
absorb, so is it possible to incentivise your agencies to
sell your inventory without increasing their commission?
• Are OTA commissions actually stifling the parity of
your rates?
• How can internet bookings make it easier for you to profile
your customer, and understand their behaviour?
• What advantages can OTA´s provide to attract longer
staying guests?
• Increase your weekend business by utilising online travel
agencies more wisely
• Packaging products on the web - can OTA´s be used to
package more effectively?
• REVPAR versus 100% occupancy - how much of your
inventory should you allocate to OTA´s, and what variables
can impact this amount?
Walter Lo Faro, Director of Market Management, Expedia
Arun Kumar, Director of Revenue Management &
Reservation Services, Jebel Ali International Hotels
End of Day - Networking reception
ment in your organisational structure
Day Two – 16th December
SESSION 1
Integrated Revenue Management - A case study
Revenue Managers are a crucial link in the hotel organisational
chain. Revenue Managers can often be viewed as troublesome
sticklers for percentages, impacting on the sales teams´ ability to
perform their role most effectively. But times are changing!
Hear why Hans Olbertz, GM for Emirates Palace, believes that an
integrated approach to revenue management and sales is hugely
important to the success and longevity of Middle Eastern hotels.
What can we learn from the Emirates Palace experience, how can
an integrated RM team contribute to a hotel’s prolonged success?
Hans Olbertz, General Manager, Emirates Palace
SESSION 2
An essential look at Total Revenue Management
Why is a total approach to revenue management fundamental
to Middle Eastern hotel revenue systems? Hear revenue
management expert Sharad Kapur from Hyatt South West Asia,
lend his experience on the following key points:
• What is TRM and why should it be practiced?
• What strategic shifts are necessary before TRM can be
implemented?
• What does Spa, F & B revenue management entail? -
hear some specifics and metrics
Sharad Kapur, Director of Revenue Management,
Hyatt International South west Asia
Dissecting Total Revenue Management strategy
A sole focus on REVPAR is too simplistic. Learn how a Total
Revenue Management strategy can greatly increase your hotel’s
revenue generating potential.
• Increased competition will create a need for alternative
revenues. What opportunities is your hotel overlooking?
• Which revenue streams should fall under the TRM umbrella,
and should these be considered separately from ancillary
revenues?
• Identify the touch points throughout your property that can be
used as tools for facilitating extra/higher yielding spending
• Seasonality is a major Middle East hotel challenge - how can
total revenue management be used to ease the inevitable
summer strain?
• TRM sounds great, but what is the cost of integrating total
revenue management technologies?
Ahmed Rasmy, Revenue Manager, Millennium Hotel Abu Dhabi
Stefan Wolf, Director of Corporate Revenue Management,
Shangri La Hotels & Resorts
Morning coffee
Revenue Management as a discipline is still
relatively young in the region, and vying for
recognition in the organizational structure.
This hotel specific regionally focused event will
arm hoteliers with the tools to better manage
inventory pricing, and take hotel revenue
generating potential to the next level.
cific revenue management forum
SESSION 3
Revenue Management for Independent Hotels,
Executives Residences and Apartments
• Independent hotels executive residences, suites, and apartments...
a large Middle Eastern growth segment - what are the unique
RM challenges that these accommodations will face as their
popularity grows?
• Don´t be lured by the prestige of 100% occupancy - hear
why REVPAR must remain your hotel’s primary focus
• How can independent hotels compete against larger chains,
without compromising revenue?
• Which channels do guests of independent hotels typically
book through?
• Corporates choosing executive residences and apartments -
how can these properties manage late bookings, cancellations and
the booking alterations that are typical of the corporate market?
Tiina-Maija Bergman, Partner, Duncan Bramwell & Co.
Dennis Penalosa, Cluster Revenue Manager - Jumeirah Living,
Jumeirah Group
Richard Haddad, General Manager, Vision Hotels Management
Lunch
SESSION 4
Pricing inventory and the perception of your brand
• The BIG debate - are your customers loyal to your brand, or
loyal to the lowest price? Can you really know either way?
• The cost of lowering your rates - When does lowering rates to
attract price sensitive guests begin to deter your loyal (less
price-sensitive) guests?
• Added value versus cheaper rooms - Why is a complimentary
breakfast better for your bottom line (and the perception of
your property) than lowering your room rate?
• With Middle Eastern supply and demand levels balancing out,
will guests still perceive higher prices as meaning better service?
• Is it possible to ensure your brand is considered first by loyalists,
even when it is not the cheapest room available?
• What threats to traditional hotels is the emergence of apartments
and executive residences presenting?
• Hear the possible brand implications of claiming a ‘Best Rate
Guarantee’
Laurent Barelier, Revenue Manager, Accor
Conference ends
Have your say…
This conference has been specifically designed to encourage interactive
participation. Not only will you hear thought provoking presentations
and stimulating case studies, you’ll have the chance to join the
discussion and have your questions answered.
...and join the Revenue Management Newsroom
Join the Revenue Management Newsroom for up to date revenue and
pricing news and information. This site has been set up to provide
revenue managers from all parts of the world the opportunity to
interact with one another in an open forum environment, as well as
offer an easy location to source the latest news in the world of revenue
management.
Join the group, discuss ideas and best practice techniques, or simply
drop in and see what’s new for revenue experts. Visit the Revenue
Management Newsroom at http://revenuenewsroom.ning.com/
 Fax this completed registration page to +44 (0)207 375 7200

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 No nonsense, no timewasting - a roadmap to higher profits

SAVE
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Book before
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15-16th December, Beach Rotana Hotel, Abu Dhabi

Develop your ability to generate new revenue

How your sector could benefit Network with the leaders in

Middle Eastern hotel revenue
Hotels Tour Operators & management and pricing
Hoteliers are beginning to realise Travel Agents
that revenue management does not Compared to airlines or hotels,
Sarah Allen, Area Director of Revenue Strategy,
stand alone. In order to optimize revenue management in a
Middle East & Africa, Marriott International
profits RM needs to be integrated tour-operating environment is
with all aspects of the business, from relatively undeveloped. So how Michael Marshal, VP Sales and Marketing,
CRM to operations. Only by doing can you modernize your RM Rotana Hotels & Resorts
this can the true potential of revenue strategy to keep up with other Anita Markiewicz, Director of Revenue
management systems be realised. sectors of the industry? Through Management, Movenpick Hotels & Resorts
You will hear experts present case listening to our industry leaders Imran Changezi, Director of Corporate Sales -
studies on how they achieved this you will find revenue management Global, Jumeirah Group
integration and with what success. practices that are specifically
Walter Lo Faro, Director of Market Management,
You will also discover techniques to designed to be relevant to travel
Expedia
steer customers to your own websites agencies and tour operators, and
and maximize third party control. enhance your hotel relationships. Stefan Wolf, Director of Corporate Revenue
Management, Shangri La Hotels & Resorts
Sharad Kapur, Director of Revenue Management,
Hyatt International South West Asia
Who should attend? Arun Kumar, Director of Revenue Management
& Reservation Services, Jebel Ali International
Revenue Management impacts all sectors of the travel industry and numerous Hotels
departments within your organisation, from marketing and sales, to distribution
Hans Olbertz, General Manager, Emirates Palace
and product development.
Tiina-Maija Bergman, Partner,
If you are a travel industry executive with responsibility in any of the Duncan Bramwell & Co.
following areas you will benefit from this event:
Soha Zahar, Director of Revenue Management,
Revenue management eCommerce Finance Rotana Hotels & Resorts
Distribution Pricing Ancillary Revenue Dennis Penalosa, Cluster Revenue Manager -
Marketing Reservation Managers Business Development Jumeirah Living, Jumeirah Group
Product Development Sales Richard Haddad, General Manager,
Vision Hotels Management
The event will also be of interest to the:
President/CEO/CTO/CIO/CFO/CMO of travel organisations. Laurent Barelier, Revenue Manager, Accor
Duncan Bramwell, Managing Director,
Take a team to the event and make sure your business gets an expert
Duncan Bramwell & Co.
briefing and captures that competitive edge.
Ahmed Rasmy, Revenue Manager, Millennium
To take advantage of our group discounts contact Sinead Mallon Hotel Abu Dhabi
+44 (0)20 7375 7228
Rishikant Singh, AGM Revenue Management,
Air India
Margaret Bowler, Director, Global Hotel Relations,
5 Easy Ways to Register HRG

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* Mail: Registrations, EyeforTravel, 7-9 Fashion Street, London, E1 6PX

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