Strategic Occupancy AUS & NZ 2017

Transcription

1 Strategic Occupancy AUS & NZ 2017 Driving RevPar & optimising channel mix in an age of disruption 29 May 31 May L aqua Dockside, Sydney Harbour Featuring exclusive case studies from the CEOs of the following companies:

2 CONFERENCE OVERVIEW will bring together the accommodation sector to discuss best practice approaches to driving RevPAR and mitigating the financial impact of OTAs. Case studies will examine how to reduce distribution costs, optimise your channel mix and overcome the intense industry disruption over the past five years. This is the event for hoteliers to strategically drive maximum occupancy for increased profit. YOUR EXCLUSIVE SPEAKERS: John O Sullivan, Managing Director, Tourism Australia Rod Sims, Chairman, ACCC Gavin Faull, Chairman and President, Swiss-Belhotel International Michael Smith, Group Operations Manager, 8Hotels Julian Clark, CEO, Lancemore Group Shaizeen Contractor, Chief Revenue Officer, TFE Hotels Jarrod Crump, Vice President, Revenue & Distribution - Australia, Accor Hotels Craig Hooley, General Manager - Sydney, Shangri-La Luke Moran, Executive Director Sales, Revenue & Distribution, Mantra Group Jörg T. Böckeler, General Manager & Area General Manager, Mulpha Hotels Australia Dave Baswal, Chief Operating Officer, Ovolo Hotels Rhys Williams, Co-founder & Director, Veriu Hotels Santana Wicken, Group Revenue and Distribution Manager, Wyndham Hotel Group Matthew Burke, Regional Manager Pacific, STR Michael Corrigan, Partner, Clayton Utz

3 KEY BENEFITS OF ATTENDING Increase RevPAR without damaging your brand Mitigate the negative financial impacts of OTAs Cultivate exceptional customer experiences to disrupt the market Source alternate revenue when at maximum occupancy Understand consumer law developments relating to OTAs from the ACCC Maximise the precarious relationship with OTAs Optomise direct booking channels to drive profitability Plus: Don t miss the day-three workshops on mitigating distribution costs and how to drive direct reservations. AUDIENCE This forum will bring together directors and leaders in the management, operations, revenue and marketing departments of the hotel and accommodation sector throughout Australia and New Zealand. It will be particularly relevant to: CEOs CFOs Chief revenue officers General managers Heads of marketing Heads of operations Send 7 or more delegates and receive: 20% off the currently advertised rate CONFERENCE LOGISTICS Venue: Sydney L aqua Dockside, Sydney Harbour Address: Cockle Bay Wharf, Sydney, NSW, 2000 Dates: 29th May - 31st May, 2017 Start/Finish: 9:00 am 5:30 pm REGISTRATION AND ENQUIRIES To register for simply complete the registration form at the back of this brochure and send to: events@konnectlearning.com.au or call Alternatively, registrations can be made online at: SPONSORSHIP The opportunity to network with leaders and decision makers within Australia s school system is limited. Contact the sponsorship team on or events@ konnectlearning.com.au to discuss package options. GROUP PACKAGES Send 3 delegates and receive: 10% off the currently advertised rate Send 4 6 delegates and receive: 15% off the currently advertised rate

4 8:30 Registration, morning coffee and tea 9:00 Opening remarks from chair: MARKET UPDATES 9:00 An update from Tourism Australia: campaigns, partnerships and initiatives An overview of current and planned campaigns and initiatives led by Tourism Australia Key market opportunities and risks for the accommodation sector Understanding the recent and outlook of tourism growth in Australia and New Zealand Updated impact of 2017 China- Australia Year of Tourism: Year to date Future years Exploring how accommodation providers can work in partnership with Tourist Australia OPENING KEYNOTE: John O Sullivan, Managing Director, Tourism Australia DISRUPTING THE COMPETITION 9:50 Using exceptional customer experience to disrupt the market Exploring the current market disruptors Evaluating your strengths to recognise your disruptor differentiator Using customer experience and service to disrupt the market at Ovolo Hotels Dave Baswal, Chief Operating Officer, Ovolo Hotels 10:40 Morning tea 11:00 Attracting customers through niche brand development at Veriu Suites Increasing customers by developing your market niche to enter new markets and finding new customers - a look at Veriu s niche and customers Engaging quality customers through Veriu s brand personality Gain brand authenticity through consistent messaging in everything you do Rhys Williams, Co-founder & Director, Veriu Hotels 11:50 Attracting higher quality customers by cultivating true brand loyalty Loyal customers may only be rate-loyal and will leave if you increase price Benefits of brand-loyal customers: Frequency of visits Higher RevPAR Longer tenure of relationship Attracting non-rate driven customers and driving brand loyalty Jörg T. Böckeler, General Manager & Area General Manager, Mulpha Hotels Australia Lunch 12:40pm DAY ONE: 29th May, :40 Can we increase average daily rates in Australia? Should Sydney s rates be comparable to London and Singapore? How far can rates rise in other Australian cities and towns? Does a ceiling exist? PANEL DISCUSSION: Who needs to make the first move to increase rates? Jarrod Crump, Vice President, Revenue & Distribution - Australia, Accor Hotels Michael Smith, Group Operations Manager, 8Hotels Gavin Faull, Chairman and President, Swiss-Belhotel International 2:30: Acquiring new direct customers through social media Increasing customer numbers through the established, emerging and niche social channels Remain relevant with must-know best-practice methods of engagement Attracting Chinese and international travelers with social media 3:20pm Afternoon tea CULTIVATING REVENUE GROWTH 3:40 Shangri-La s alternative sources of revenue when at maximum occupancy Creating additional revenue that is not reliant on guests Revenue generation by optimising traditional services: Events and conferencing Retail space Branded items Gaining supplementary income from innovative and creative methods at Shangri-La Sydney Craig Hooley, General Manager - Sydney, Shangri-La 4:30 Creating revenue while increasing brand loyalty through new product offerings Overview of Lancemore Group: hotels, restaurants and other services Introducing new revenue streams through partnerships and alliances Evaluating how Lancemore s Gift Shop and Wine Store has impacted customer loyalty and their behaviour Julian Clark, CEO, Lancemore Group 5:20 End of day one

5 8:30 Registration, morning coffee and tea 8:50 Opening remarks from chair: DISTRIBUTION UPDATES 9:00 STR market update: Trends in occupancy and distribution Updates on occupancy across Australia and New Zealand Exploring customer distribution channels to understand the trends and outlook Recognising the growing and declining distribution channels Matthew Burke, Regional Manager Pacific, STR 9:50 Case B15/2016 (ACCC v Flight Centre Travel Group) and OTA investigation Exploring the precedent set by the Flight Centre Supreme Court ruling An overview of the recent investigation into rate-parity agreements Exploring the future of OTAs and rate-parity agreements looks like Rod Sims, Chairman, ACCC 10:40 Morning tea 11:00 The legal implications of ACCC s OTA investigation: an update from Clayton Utz The impact ACCC v Flight Centre Travel Group has on the legal stance of rate-parity agreements Understanding the ramifications of the recent findings of ACCC s OTA investigation The future of parity clauses in Australia Michael Corrigan, Partner, Clayton Utz OPTIMISING YOUR DISTRIBUTION CHANNELS 11:50 Reducing Distribution Costs to drive a higher net RevPAR Understanding and measuring the true cost of distribution Net RevPAR/Net Profit as a true measure of success Manipulating market/channel mix to improve profitability Shaizeen Contractor, Chief Revenue Officer, TFE Hotels Lunch 12:40pm 1:40 How can we protect business if OTA rate-parity agreements end? Following the changes in Europe, what is the long-term outlook for parity agreements in Australia and New Zealand? What are the consequences that could result if rate-parity agreements end? How can we minimise the negative impact of rate-parity developments in the future? Santana Wicken, Group Revenue and Distribution Manager, Wyndham Hotel Group Michael Smith, Group Operations Manager, 8Hotels OPENING KEYNOTE: AN UPDATE FROM THE ACCC: PANEL DISCUSSION: DAY TWO: 30th May, :40: Is it time to move away from some major distributors and OTAs? Which emerging distribution channels should be considered? Should we think outside of the box and consider more alternative options? What are the best innovative and alternative routes to market? Santana Wicken, Group Revenue and Distribution Manager, Wyndham Hotel Group Gavin Faull, Chairman and President, Swiss-Belhotel International 3:20pm Afternoon tea 3:40 Evaluating OTAs and the quality of their customers to increase profitability Stabilise and smooth out your business with better quality customers Understanding the quality of your customers and the channels they use Considering the non-monetary cost of OTAs: Cancellations, refunds, and no-shows Management resource, time commitment Values and brand integrity Luke Moran, Executive Director Sales, Revenue & Distribution, Mantra Group PANEL DISCUSSION: 4:30 Maximising your relationships with distributors Protecting the longevity of your business with best-practice partner management Handling difficult periods and events, specifically when: Things are not going right in the relationship Ending an existing distributor relationship Returning business to previous distributor Driving revenue and customers through a healthy partner relationship 5:20 End of day one

6 DAY THREE: 31st May, :30 Registration, morning coffee and tea Lunch: 12:30 Workshop A: 9am-12.30pm Workshop B: 1:30pm 5.00pm ANALYSING THE TRUE COST OF DISTRIBUTION With the growing focus to reduce distribution costs in the hotel and accommodation sectors, there has never been a greater need to understand the true cost of your channel mix. Considering what customer channels drive your business, the quality of their customers and the true cost of customer acquisition is an exercise that should be done accurately and revisited regularly. This workshop will guide participants through the steps necessary to ensure they can accurately understand their channel mix. This assures that decisions made to reduce distribution costs do not impact occupancy and the long-term business. Learning outcomes: Understand the channel mix to build a picture of the business and customers Identify and evaluate distribution channels, specifically the quality of their customers, their demographics and behaviours Analyse the true cost of customer acquisition for channels, including direct & indirect costs, and lifetime customer value Appreciate how the above information can be used as part of the decision-making process when reducing distribution costs DRIVING DIRECT RESERVATIONS TO REDUCE DISTRIBUTION COSTS With the focus on reducing distribution costs, many hotels and serviced accommodation providers are attempting to influence the channels that customers use. This must be managed carefully to ensure agreements with existing distributors are not breached or damaged. Thus, hotels need to creatively and innovatively encourage their customers to purchase directly. Picking up from the previous workshop, now participants understand the true cost of direct customers, this workshop assists participants with idea generation to encourage customers to book through direct channels. Participants will also learn to evaluate these ideas and test them with customers. Learning outcomes: Idea generation to encourage customers to use direct channels Evaluate incentives to understand which should be prioritised and implemented Methods of testing incentives with customers to understand what works 5:20 End of day one

7 Registration www PO Box H264 AUSTRALIA SQUARE, NSW, LOCATION & DATES: 29 May - 31 May, L aqua Dockside, Sydney Harbour PRICING DETAILS: PLEASE NOTE: PRICES EXCLUDE GST Your selection: Please Indicate with Market Rate Register by the 26 th of May Conference only $999 Conference and Workshops $1599 DELEGATE ONE DELEGATE TWO DELEGATE THREE DELEGATE FOUR YOUR COMPANY DETAILS Company Postal Address Postcode PAYMENT DETAILS CHEQUE EFT CREDIT CARD I have enclosed a cheque for $ payable to Konnect Learning* Konnect Learning (Commonwealth Bank)* BSB: Account number: Please charge my Mastercard Visa AMEX ^ Please note AMEX attracts a 2.5% credit card fee In the amount of $ Signature Card No. Expiry / on card Security Code * Please quote the invoice number and company name upon payment via EFT or cheque. Payment is required prior to the event. An invoice will be ed to you with any queries. CANCELLATION POLICY The following cancellation policies apply to all Konnect Learning events. Whilst Konnect Learning is sympathetic to the inevitability of changing circumstances, Konnect Learning incurs costs for each cancelled registration. It is for this reason that the following cancellation policies are non-negotiable: If a registration is cancelled more than 21 working days before the date of a scheduled event, the fee of that registration will be refunded, minus a $300 processing fee; If a registration is cancelled between 21 and 7 working days before the date of a scheduled event, the registered participant will receive a redeemable credit note that can be used to attend another of Konnect Learning s events (subject to availability of venues); If a registration is cancelled less than 7 working days before the date of a scheduled event, Konnect Learning is unable to issue a refund or credit note due to the significant expenses already incurred by Konnect Learning. CHANGES TO EVENTS A tremendous amount of effort is spent to ensure all of Konnect Learnings events proceed as originally marketed. It is with regret that circumstances beyond Konnect Learning s control can prevent this from happening. As such, Konnect Learning reserves the right to change the speaker and/or agenda details at any time throughout the marketing lifecycle of an event. It should go without saying that Konnect Learning will diligently minimise the risks of changes to any event and will always ensure events deliver the content that is advertised. Konnect Learning will notify all participants of any changes in a timely manner leading up to an event. CUSTOMER PRIVACY Konnect Learning takes diligent action to ensure all client details are protected. Furthermore, we respect our customer s right to opt out of our various promotional activities for relevant, upcoming events. If you do not want to receive further information about our upcoming conferences, training courses and learning experiences, please tick the following box: ONCE YOU ARE REGISTERED, WHAT IS THE NEXT STEP When you have registered for an event, and that registration has been received by Konnect Learning, you will be sent a confirmation . This will include your invoice and any relevant information regarding the event you are registered for. Konnect Learning will regularly keep you updated regarding the events for which you have registered. If you require any further information, visit our website at or call us on