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The Biltmore Hotel
May 4, 5 and 6th
This exclusive must-attend event is the most valuable networking and deal
making event of the year for the travel industry of Latin America and The
Caribbean. It represents the essential meeting place for Travel Professionals
to innovate, share fresh knowledge and forge powerful partnerships with an
unrivalled industry elite.
More tan 100 top executives!
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TBF 2011 PROGRAM
WEDNESDAY MAY 4th, 2011 THURSDAY MAY 5th, 2011
Kalyan Raman
Professor of Marketing, IMC Department, Medill School of Journalism and Kellogg School of Management (Courtesy)
9 A.M. (Merrick Conference room)
“Northwestern University IMC Faculty Q&A “
Tim Calkins Marketing Professor at Northwestern University’s Kellogg School of Management
9 A.M. (Merrick Conference room)
COFFE BREAK 10:30-11:00 A.M (Tuttle room)
COFFE BREAK 10:30-11:00 A.M. (Tuttle room)
Theresa Rice
Managing Director, Destination Promotion at Burson-Marsteller Miami/Latin America 11 A.M. (Merrick Conference room)
Alfonso Sumano, Regional Director of las
Americas Mexico Tourism Board Benjamin Liberoff, Technical Advisor for the
Ministry of Tourism and Sport at Uruguay Carlos Roman Marketing and Corporate Affairs
Director, North America & Caribbean for LAN Juan C. Arbeláez, Vice President of Tourism of
Proexport Colombia David L Johnson, Managing Director of
Bahamas Tourism Bureau
John Palomino Managing Director Information Technology Consulting - Global Accounts for Sabre 11 A.M. (Merrick Conference room)
David Goodis, President and CEO of Revelex Keith St. Clair, Chairman of the Advisory Board for
ForumTel Guido Becher, Founder and CEO of Netactica Xavier Martín Canals, CEO and Founder at Turijobs Leonel Azuela-Berchelmann, Founder and Managing
Director of Quaxar
“Caring--A New Business Paradigm to Connect
with the 21st Century Customer “
PANEL: Destination Branding Strategies
PANEL: Innovative Technologies for the Tourism Industry
“Branding Challenges: 2011”
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LUNCH 12:30- 2:00 P.M. (CC Terrace)
LUNCH 12:30- 2:00 P.M. (CC Terrace)
Julio Bruno Castellanos Vice President for Canada, Latin America and the Caribbean for Travelport
2 P.M. (Merrick Conference room)
Antonio Batanero, Director of Distribution & Ecommerce at Sol Meliá Hotels & Resorts
Fernando Harb, Director of Sales at Greater Fort Lauderdale Convention & Visitors Bureau
Rick Still, CEO of OnTrade Travel Ricardo Casco, Director of Latin America &
Caribbean for AVIS Budget Group
Patricio Rubalcaba VP Strategic Partnerships—Global Commerce Development for Mastercard – Latin America & Caribbean 2 P.M. (Merrick Conference room)
Angela Goicouria, Vice President, Alliances, CTA, CTC Linda Cain, Director Loyalty & Partner Marketing at
Starwood Latin America Division Lourdes Berho, CEO/Founder of Alchemia Comunicare
(Markcomm). Melissa Araya, Director of Sales Latinamerica at Silversea
Cruses
Tatiana López
Account Executive LATAM |
3:30 P.M. (Merrick Conference room)
Ezequiel Singer
Google Business Solution Representative, LATAM
3:30 P.M. (Merrick Conference room)
COFFEE BREAK 4:30 – 5:00 P.M. (Tuttle room)
COFFEE BREAK 4:30 – 5:00 P.M. (Tuttle room)
John Bischoff
FORMER Vice President of International Brand Strategy for the Las Vegas Convention and Visitors Authority (Sep 2007-2010)
5 P.M. (Merrick Conference room)
Patricia Rasore
Director, Latin America for PhocusWright
5 P.M. (Merrick Conference room)
PANEL: Evolution of Tourism Marketing
PANEL: Luxury Travel Products: On-line vs Off-line
WORKSHOP: Google
WORKSHOP: Facebook
“Analizing the Emerging Online Travel Market in LATAM” “What happens in Vegas stays in…America”
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Netwroking events
On the evening of Wednesday 4th there will be a semi-formal (no tie) Dinner Gala presented by Sabre
where it is important to attend since it is an excellent opportunity to meet with customers. Not to mention,
before de Gala, we will announce the 5 brands that travel agencies voted as the ones with the Outstanding
Marketing Efforts During the 2010. http://new.evite.com/#view_invite:eid=02D8AAQZXGK5ZY6N4EPANUDHFH3AMA
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After a long day of intense debates and conference enlightenment, Travelport (the leader provider of
informed travel choice) will host a two hour complementary bar on Thursday 5th evening at 6:30 P.M. for
anyone who wishes to treat themselves.
This is a perfect time to meet and be acquainted with all of the top business executives that
participate in the TBF 2011!
http://new.evite.com/#view_invite:eid=02D8AAQZXGL24EWGIEPAODYB3B3VLQ
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BIOGRAPHYS
CONFERENCE 1: “Caring--A New Business Paradigm to Connect with the 21st Century Customer“ (May 4th, 9:15 – 10:30 A.M.) Kalyan Raman Professor, IMC Department, Medill School of Journalism Professor of Marketing, Kellogg School of Management (Courtesy) e: [email protected] p: (874) 491-5665 f: (874) 489-2498
Kalyan Raman is a Professor in the Medill IMC department, Courtesy Professor of
Marketing in the Kellogg School of Management at Northwestern University, Evanston, IL, and Associate Faculty
in the Center for Complex Systems at the University of Michigan, Ann Arbor, MI. He attended graduate school
at Purdue University, W. Lafayette, Indiana, and obtained his Ph.D. in Marketing from the University of Texas at
Dallas. He holds a M.S. in Statistics and minors in Mathematics and Mathematical Economics. He has published
articles in Marketing Science, Management Science, Journal of Marketing Research, Journal of Consumer
Research, Marketing Letters, International Journal of Research in Marketing, Automatica, Optimal Control
Applications & Methods, Applied Mathematics Letters, European Journal of Operational Research, and other
scholarly journals. Kalyan was a finalist for the prestigious William F. O’Dell award in 2008 and in 1999. He is
a member of the editorial board of Marketing Science and other leading academic journals. Kalyan specializes
in the optimization of marketing decision problems with long-term and uncertain consequences—specifically in
the areas of integrated marketing communications and the marketing mix. Multinational companies, major
advertising agencies and their media planning affiliates are supporting Kalyan’s research. He is a Visiting
Professor at Loughborough University in the UK, the University of Munster, Germany, University of Kiel,
Germany, WHU Koblenz, Germany (2000 – 2003) and the Catholic University of Leuven, Belgium in 2001.
Kalyan has taught in Loughborough University’s program in Singapore and in executive development and MBA
programs at leading business schools in Europe and the USA. He has presented his research at national and
international conferences in the United States, Germany, Austria, U.K., Netherlands, France, Belgium, Australia,
India, and given invited talks at a number of leading universities all over Europe and the U.K., and at leading
Fortune 100 companies in the U.S.A. Prior to joining Northwestern University in Fall 2008, he worked at
Loughborough University in the UK, the University of Michigan Flint, University of Florida, AT & T Bell
Laboratories in Murray Hill, NJ, and Auburn University.
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PANEL 1: “Destination Branding Strategies” (May 4th, 10:45 – 12:30 a.m.)
Theresa Rice (MODERATOR) Managing Director, Destination Promotion at Burson-Marsteller Miami/Latin America e: [email protected]
With more than 20 years of communications experience, Theresa Rice has helped
multilateral organizations, governments and corporations around the world manage
crises, coordinate internal communications and position themselves and their products
and services. Her specialty is destination branding and positioning, having represented the governments of El
Salvador, Costa Rica, Mexico and Uruguay, U.S. cities such as Houston and development projects funded by
the United Nations Development Program and the Inter-American Development Bank. She forms part of Burson-
Marsteller's Global Government and Political Services Practice.
Theresa joined B-M in 2003 as director of the Mexico Tourism Board account, leading 18 professionals in
three countries and garnering such recognitions as the MarCom Platinum Award, Ava Platinum Award, Mercury
Excellence Gold Award and North American Travel Journalist Association Award for client work. Her current
clients include the International Monetary Fund and the governments of Costa Rica and
Uruguay.
Before joining Burson-Marsteller, Theresa was managing supervisor of Fleishman-Hillard, managing such
accounts as Citigroup Latin America & the Caribbean, PROESA (El Salvador’s investment promotion agency),
Wal-Mart, The Mexico Tourism Board, The Greater Houston Convention and Visitors Bureau, Mattel, MTV Music
Television, Nickelodeon, Sony Entertainment Television and Dannon.
Theresa's career in public relations followed more than a decade of experience as a journalist covering Latin
America. She has also given lectures and courses and generated articles, podcasts and blogs on such issues
as country branding, corporate reputation, political communications, digital communications, Hispanic marketing
and crisis communications.
Theresa graduated with high honors in Latin American and Iberian studies from Columbia University, receiving
the scholarship and leadership award of her graduating class. She holds a masters degree in international
economics and Latin American studies from The Johns
Hopkins Universitys Paul H. Nitze School of Advanced International Studies and completed a year of doctoral
coursework as a Rotary International Scholar in Mexico.
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Carlos F. Roman (PANELIST) Marketing and Corporate Affairs Director, North America & Caribbean for LAN e: [email protected]
As Marketing and Corporate Affairs Director for LAN Airlines for North America and the Caribbean, Carlos
Roman has led the strategic marketing communications of the Company for the past seven years. Based at
the LAN Airlines North America headquarters in Miami, Florida, Roman oversees the advertising, public
relations, social media, sponsorships, and direct and online marketing teams. He also spearheads Corporate
Affairs for LAN in this market including external communications, corporate social responsibility and
institutional relations.
Roman joined the LAN team as Marketing Director in January of 2004. In 2008 his responsibilities grew to
include Corporate Affairs. Prior to joining LAN, Roman served as the Marketing Director for the Americas for
CSG Systems in Miami, Florida, where he was responsible for developing and implementing the company’s
integrated marketing plan throughout the Americas. Earlier in his career, Roman held positions with Danec, S.A.
(Quito, Ecuador) and Kraft Foods, Inc. (Northfield, Illinois).
Roman holds a Master’s in Business Administration from the Massachusetts Institute of Technology’s Sloan
School of Management and a Bachelor of Science degree in Chemical Engineering from Northwestern
University in Evanston, Illinois.
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Alfonso Sumano (PANELIST) Regional Director of las Americas for the México Tourism Board e: [email protected] p: 212.308.2110 Tw: @mexicotourismbd
Alfonso Sumano is the Regional Director for the Mexico Tourism Board for the Americas and is based in New
York. Prior to his appointment, Sumano served for two years as the Regional Director for Canada, responsible
for the relationship with travel partners; tour operators, airlines, travel agencies and for the supervision of the
advertising, public relations and telemarketing agencies, in the Canadian market Sumano has extensive experience in the North American market where he served from 2006 to 2008 as the
Director of the Mexico Tourism Board based in Houston, Texas. There he supervised Mexico’s tourism
marketing for Texas, Louisiana, New Mexico, Oklahoma, Arkansas and Colorado.
Sumano has more than 10 years experience within the tourism industry of Mexico. He served as Liaison
Director for Internal Affairs of the Mexico Tourism Board in 2001 and was part of the creation of the entity in
2000. Prior to this, he served as personal assistant to the Mexico Federal Undersecretary of Tourism
Promotion in 1997.
A native of Mexico City, Sumano graduated from Anahuac University in 1996 with a degree in Corporate Law.
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Juan Carlos Arbeláez (PANELIST) Vice President of Tourism for Proexport Colombia
Juan Carlos Arbeláez, obtained his Degree in Communications from the American University in Washington D.C.
His experience in management of international airlines and tourism expands across in the United States,
Europe, the Middle East, Argentina, Mexico, and Latin America where he worked in International Business
Management for several years.
Prior to joining Proexport Colombia, Arbeláez was the Vice President of Aeromexico, regional director of
Continental Airlines, Commercial Vice President of Avianca Airlines, Communications and Relations Director of
Spirit Airlines, and Consultant of the opening of SuperClubs Hotels & Resorts in Colombia.
As Vice President of Tourism of Proexport, Juan Carlos Arbeláez Escallón promotes Colombia as a tourist
destination by positioning Colombia’s main attractions and products worldwide.
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Benjamin Liberoff (PANELIST) Technical Advisor for Ministry of Tourism and Sport of Uruguay e: [email protected]
Benjamín José Liberoff is a tourism industry veteran who has been Technical Advisor of Uruguay’s Ministry of
Tourism since 2005. Before joining the Ministry, Liberoff was director of tourism for the city of Montevideo,
director of the Tourism Training Institute in Montevideo and tourism advisor of the World Trade Center in
Montevideo. He has also served as international advisor of the World Trade Center of Luanda, Angola and
advisor to Angola’s Tourism Information Institute. Liberoff has a Bachelor in Architecture from Uruguay’s
University of the Republic and a Master in Sustainable Tourism Economics and Management from a joint
program between the University of the Republic and the University of Sienna, Italy. He is an active participant
in the Ibero-American Network of Promotion and Marketing Experts (AECID) and advisory board member of the
graduate program of Sustainable Tourism Economics and Management of the University of Sienna, Italy.
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PANEL 2: “Evolution of Tourism Marketing” (May 4th, 14:00 – 15:30)
Julio Bruno Castellanos (MODERATOR) Vice President of Canada, Latin America and the Caribbean for Travelport. e: [email protected]
With a long international business career covering many diverse sectors, Julio
Bruno has been advising international companies on their expansion plans and
investment strategies worldwide as well as the public sector.
Before joining Travelport as Vice President for Canada, Latin America & The Caribbean, Julio worked as an
independent strategy consultant in a number of high-profile projects. He served as an Expert Advisor in the
“product and strategic marketing group” for the Ministry of Industry, Commerce & Tourism of Spain in 2007
for a tourism project called “Spain, Horizon 2020” sponsored by SEGITUR (Secretaria General Turismo). Julio
has advised private companies in the travel sector such as the hotel chain Rusticae of Spain, and more
recently Travelport, where he advised the company as Strategic Consultant for Latin America & The Caribbean
and spearheaded its geographical expansion, opening offices in Colombia, Chile and Uruguay since early 2009,
to complement the existing ones in Mexico, Brasil, Peru, Argentina, Venezuela and The Caribbean. By the end
of 2009 Bruno was given responsibility for Canada and created the CLAC Region (Canada, Latin America &
Caribbean). Under his leadership, Travelport was voted as the favourite GDS at The Agent’s Choice Awards
2010 in Canada.
At Cendant Corporation he was Vice President and Managing Director Continental Europe & South America of
several business units within their B2B division, namely, Galileo, Gullivers Travel (GTA) in-bound, Octopus Travel
B2B and Travelwire. He lead a multi-national team of over 400 people in 15 countries, first with Cendant TDS
and then with Travelport (after Blackstone’s acquisition) until 2007
Before joining Cendant at its bases in Madrid and Paris, Bruno held senior positions internationally, such as
Group Global Accounts Director at Regus plc, the serviced-offices world leader, where he managed the global
sales teams, and Managing Director at Energizer Corporation for Northern Europe; both positions with base in
London. Previous to this he worked in consumer goods with the giant Diageo plc based in London and later in
the USA, managing third party sales operations and services for Latin America and the Caribbean.
Julio holds a Master’s degree in International Business from the University of London, Birkbeck College, and a
post-graduate certificate on leadership from Wharton, University of Pennsylvania.
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Antonio Batanero (PANELIST) Director of Online Marketing Solmelia e: [email protected]
Antonio Batanero is Senior Director of Distribution & Ecommerce at Sol Meliá Hotels & Resorts in The
Americas. Sol Meliá is a leading hotel company in Spain, Latin America, and the Caribbean and ranks as the
third largest hotel company in Europe and the tenth largest in the world by market capitalization. It is also the
largest resort hotel chain globally. His responsibilities include the development of lines of strategy,
communication, marketing and sales with direct clients, companies and travel agencies around the Continent.
He is responsible for the design, creation, development and distribution of interactive media tools profitability
of the company’s distribution channels, in the Digital, Internet, E-commerce and Customer Service areas. Mr.
Batanero's digital industry experience spans 10 years, first in online advertising agencies and portals with
Carat - part of the Aegis Group Plc- and Wanadoo (former name of the ISP division of France Telecom, now
Orange) then as a online marketing manager with Amnesty International, and finally as a Director of Online
Marketing for Sol Meliá in Europe before be transferred to the United States in July 2008. Mr. Batanero
graduated in Communications Sciences from University Ramon Llull in Barcelona. He received his M.B.A. from
ESIC School of Business in 2005.
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Fernando Harb (PANELIST) Director of Sales at Greater Fort Lauderdale convention & Visitors Bureau e: [email protected] p: (954) 767 2448
Harb is a seasoned professional with a comprehensive knowledge of both leisure and convention sales, as well
as the international market. With fluency in four languages including English, German, Portuguese and Spanish,
Harb is an exceptional addition to the CVB team. Most recently he held the position of director of sales &
marketing at the Hollywood Beach Marriott where he was an essential member of the resort's management
team for its grand opening. Prior to Hollywood Beach Marriott, Harb was the director of production &
international sales for Roney Palace Beach Resort in Miami Beach. Harb began his career working for several
hotels in NYC as well as for CONEX Group in the trade show industry.
"Fernando has been a vital part of our hospitality community in Greater Fort Lauderdale and is an outstanding
addition to an already dedicated and successful team at the CVB," said Nicki E. Grossman, president of the
Greater Fort Lauderdale Convention & Visitors Bureau.
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WORKSHOP 1: Facebook (May 4th, 15:45 – 16:45)
Tatiana López Account Executive Latin America for Facebook
Tatiana joined Facebook last year as an Account Executive in charge of building key partnerships, and
providing leadership to deliver strategic initiatives for Facebook advertisers in Latin America. As such, she
works collaboratively with several groups including Facebook’s partner in the region Punto FOX Networks,
Online Operations, Marketing, Business Development, Product Management, etc. to create solutions, which drive
clients’ business objectives.
Prior to Facebook, Tatiana hold the Panregional Sales Manager position in the Latin America and US Hispanics
markets for .FOX Networks, with focus on integrated online-on-air programs and solutions. Before, she worked
as Panregional Sales Manager for MySpace Latin America a division of Fox Interactive Media (FIM), where she
oversaw the roll-out of MySpace promotional programs, partnerships and advertising sales for the Latin
America region. Tatiana has hold different positions in the US Hispanic market, working as Marketing Manager
for MySpace Latino and Batanga Inc. In these roles, she was responsible for the marketing strategy, launch
and positioning of MySpace and Batanga Inc, a Hispanic media and e-marketing company. Tatiana also held
executive posts at British American Tobacco in the trade and brand marketing departments in her country,
Colombia.
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CONFERENCE 2: "What Happens in Vegas Stays in.........America" (May 4th, 17:00 – 18:15)
OVERVIEW: The True Story of Las Vegas' Struggle to Become A Global Brand.
John H. Bischoff FORMER Vice President of International Brand Strategy for the Las Vegas Convention
and Visitors Authority (September 2007- 2010)
John H. Bischoff first brought his decades of global branding experience with Fortune
500 Companies to the attention of Las Vegas Convention and Visitors Authority (LVCVA) in 2005. He was
commissioned to travel the globe and study the brand of “Las Vegas”. The culmination of that consulting
project was the publication of the “Las Vegas Global Strategy” and resulted in the appointment of Mr. Bischoff
as the first-ever Vice President of Brand Strategy for the LVCVA.
Over the next five years, John established and led the International Division of the LVCVA, opening 12
International Offices in over 75 global markets, with 80 staff worldwide. The LVCVA just published data
confirming that international visitation to Las Vegas experienced unprecedented growth from 5% in 2006 to
18% in 2010 – with over 6 million annual international visitors to Las Vegas. In 2011, John joined Justin
International as Managing Director and now provides global branding consultation to numerous destinations
and a growing list of travel and tourism clients throughout the world.
John graduated with an MBA in International Marketing and Finance from Fordham University in 1981 and
promptly went to work for one of the first true global brands AT&T. He has frequently served as a guest
lecturer on global branding at colleges and universities worldwide, authored many strategy papers on
destination marketing, and has been the subject of many features and profiles in the travel and tourism press.
He has just completed his first book: “What Happens in Vegas, Stays in…America – The True Story of Vegas’
Struggle to Become a Global Brand.”
17
CONFERENCE 3: “Branding Challenges 2011” (May 5th, 17:00 – 18:15)
OVERVIEW: Branding is increasingly important in today's world, especially in tourism. Building a strong brand
has always been a challenge but the changing world of communication is making it even more difficult. This
session will highlight why brands matter more than ever and the emerging challenges confronting people
responsible for brands, and then provide recommendations for capitalizing on the power of brands.
Tim Calkins Marketing Professor at Northwestern University’s Kellogg School of Management e: [email protected] p: (874) 467-3209
Tim Calkins helps people use marketing strategy and branding to build strong and profitable businesses.
Tim is clinical professor of marketing at Northwestern University’s Kellogg School of Management. He teaches
Marketing Strategy, the most popular marketing elective in the Kellogg MBA program, and Biomedical
Marketing, one of the few courses in the world focused on marketing in the pharmaceutical and medical
device industries.
He teaches in a number of Kellogg’s executive education programs, including the Executive Development
Program and the Kellogg Management Institute. He is academic director of the Kellogg on Branding executive
education program.
Over the past five years Tim has received numerous teaching awards. He received the Top Professor Award
from the Kellogg Executive MBA Program in 2007, 2009 and 2010. He received the Sidney J. Levy Teaching
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Award in 2008 and the Lawrence G. Lavengood Outstanding Professor of the Year Award, the top teaching
award at Kellogg, in 2006.
Tim leads two annual events at Kellogg, the Kellogg Super Bowl Advertising Review and the Kellogg Biotech
and Healthcare Case Competition.
He is the author of Breakthrough Marketing Plans (Palgrave Macmillan, 2008) and co-editor of Kellogg on
Branding (John Wiley & Sons, 2005). Tim has written case studies including Crestor, MedImmune: FluMist
Introduction and Eli Lilly: Xigris.
In 1998 Tim joined the Kellogg faculty as adjunct assistant professor of marketing. He became clinical
associate professor of marketing in 2002 and assumed his current position in 2006.
In addition to teaching at Kellogg Tim works with major corporations around the world on marketing strategy
and branding issues. His recent clients include Pfizer, Eli Lilly and Northwestern Mutual Life. He is managing
director of Class 5 Consulting, a marketing strategy firm.
Tim is frequently cited by the media; he has been quoted in publications including Business Week, Newsweek,
the Financial Times, The Wall Street Journal and The New York Times. He has appeared on NBC, CBS, ABC,
Fox, and CNBC.
He serves on the board of the Alliance Française de Chicago and the Lycée Français de Chicago.
Tim began his career at consulting firm Booz Allen and Hamilton, where he worked on strategy and marketing
projects. He joined the marketing team at Kraft Foods in 1991. During his almost 11 years at Kraft, he led
businesses including A.1. steak sauce, Miracle Whip, Taco Bell, Seven Seas and DiGiorno. While at Kraft he
was responsible for the launch of more than two dozen new products.
Tim received his BA from Yale in 1987 and his MBA from Harvard Business School in 1991.
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PANEL 3: “Innovative Technologies for the Tourism Industry” (May 5th, 10:45 – 12:30 a.m.)
John Palomino (MODERATOR) Managing Director Information Technology Consulting - Global Accounts for Sabre travel Network
John’s a native from Colombia, who began his career in the travel industry at a
Sabre customer airline, gaining experience with the Sabre® system as a reservation office manager in Bogota.
His 15 year career at Sabre began supporting the software and hardware support desks in Colombia then
moving on to operational process and technology consulting for agencies in Central America, Colombia, Peru,
and Ecuador, moving across the organization including the management of the quality assurance teams for the
Sabre point of sale delivery out of New Delhi, India.
His experience encompasses product development, networking design and deployment built over a
telecommunications degree backed up by several technology certifications from multiple vendors such as
Cisco, Microsoft and RedHat. His technology skill set is complimented by comprehensive marketing and
consulting degrees from the Southern Methodist University in Dallas, Texas.
He currently heads the Information Technology group supporting the Global Accounts division for Sabre Travel
Network® globally, managing a team of professionals across the world dedicated to deployment and
implementation of Sabre products as well as targeted workflow and automated process solutions that
demonstrate measurable improvement in agency processes and productivity.
John resides in the Dallas/Fort Worth metroplex close the Sabre Holdings headquarters office with his lovely
wife Alejandra and his three kids Nicholas, Ethan and Natalia; He enjoys traveling around the globe, racing
speed cars and playing tennis.
20
Keith St. Clair (PANELIST) Chairman of the Advisory Board for ForumTel e: [email protected]
Mr. St. Clair started his business career in the UK in the late 70’s with real estate
developments in England and Spain. In 1984 he assumed the position of Chairman & Managing Director of
Sol Holidays.
Mr. St. Clair was responsible for developing its preferred operator status with all major Travel Chains in the
United Kingdom resulting in the Company becoming one of the largest Tour Operators in the UK
Mr. St. Clair was a director of the Association of British Travel Agents serving on its bonding, finance and
aviation committees. He was Vice Chairman of the Tour Operators Council. In 1991, Mr. St. Clair left the UK
for the United States completing 5 years of successful investing and consultancy in a number of travel related
fields including Stansted Airport in London, consultancy for the Government of Tenerife, Tourists Boards, and
other companies.
Mr. St. Clair subsequently acquired the American Express travel operation in Central Florida. Concurrently, he
created a holding company for a consolidation of travel service distributors in the U.S. market, and in 1998
began the acquisition of Bon Voyage completing the transaction in 1999.
Mr. St. Clair has served as a Director of Seaway2 Hotels Corp., a board member of the British American
Chamber of Commerce and a director of the Foundation Board of Florida International University. Additionally,
he has hosted National Senatorial and Local Mayoral Elections, is has been a member of World City CEO
Roundtable, Co-Chair for Mercy Hospital Foundation Gala, a Member of the Continental Airlines Travel Advisory
Board and a founding member on the Corporate Advisory Council of ASTA (American Society of Travel
Agents). Today, he is the Advisory Board Chairman for Forum Telecommunications.
His many accomplishments and business acumen were rewarded by induction into the Entrepreneur Hall of
Fame and subsequent winner of the 2004 Florida Entrepreneur of the Year Award.
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Guido Becher (PANELIST) Founder and CEO of Netactica e:[email protected] p: US Cellphone: (1) 646-256-1948 Colombia: (57) 315-352-6564 Argentina (54-11) 4964-1900 Bogotá, Colombia
Guido Becher is the founder and CEO of Netactica, a major regional player in the Latin American travel
technology space since 2003. Netactica develops end to end solutions specialized in the latinamerican
marketplace. Previously Guido was founder and CIO of 123vendido.com, the first reverse auction travel agency
in LATAM. Guido graduated as an industrial engineer from the Institute of Technology in Buenos Aires and was
awarded a scholarship for Applied Math and Computer Science from the Weizmann Institute in Israel. In the
region Guido is considered a thought leader in regard to travel company's best practices and usage of
technology in a diverse market that is generally behind the technology adoption curve. He was recently
selected to join the prestigious Phocuswright's ClassOf35 young leaders in travel.
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Xavier Martín Canales (PANELIST) CEO and Founder at Turijobs e: [email protected]
p: +34.93.228.21.93 / +34.93.773.85.05
Barcelona, España
Turijobs, a specialist web portal for jobs and training in Tourism and Hospitality, was founded in Spain in 2002
and now boasts portals in Portugal, Mexico, Brazil, France and Latin America.
Xavier Martin completed his professional training in Business Tourism at ESADE Business School and also
gained a BA in International Hospitality Management at the University Of Huddersfield (UK). Previous to
founding Turijobs, Xavier worked in the family business and at renowned Spanish hotel chain, Hoteles
Catalonia. His passions are technology, marketing and tourism.
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David Goodis (PANELIST) President and CEO of Revelex e: [email protected]
David Goodis, founder of Revelex® Corporation, has been involved in the development of several successful
startup companies. He has a comprehensive background in computer and Information Technology Systems as
well as sales and marketing. Prior to the inception of Revelex® in November 1999, Goodis served as Executive
Vice President of Corporate Development for Shochet Securities, a large South Florida brokerage firm. It was
during his tenure at Shochet that he realized that similar technologies to those he used on Wall Street could
be applied to the travel industry, thus providing travel agents with real time pricing and ease of booking. Born
and raised in Montreal, Goodis graduated from Concordia University. Trained in the art of negotiation at
Harvard Law School, Goodis now works diligently to ensure a bright and successful future for Revelex®.
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Leonel Azuela-Berchelmann (PANELIST) Founder and Managing Director of Quaxar e: [email protected] Tw: Quaxar / lazuela
Leonel Azuela founded Quaxar in 2000, driving the company’s
strategy to become a premier provider of E-Loyalty & Community
Marketing solutions. The company’s headquarters were established in Miami, Florida, with 2 offices opening
soon after in Mexico. In 2007 Quaxar established a new office in Buenos Aires, Argentina.
Leonel is the prime mover in the creation of the Quaxar Loyalty Profit Platform and the Quaxar Lead
Generation Broker. These solutions have been implemented both in the U.S. and across Latin America with
over 200 implementations. The platforms have been adopted by companies in a variety of sectors, including
government, hotels, restaurants, tire distributors, and Fortune 500 companies. They are a proven method to
successfully manage loyalty and customer relationship management, increasing sales through a practical and
simple interface. Quaxar expects to have this platform operating in more than 5,000 businesses by the end of
2012.
Leonel has also configured numerous web-based sales incentive programs, social networks and CRM operating
systems for American and Latin American organizations. He has participated in the creation of a variety of
online assets, and implemented diverse social media and online marketing strategies.
Before founding Quaxar, Leonel worked as an investment banker at Deutsche Bank, as a consultant for
McKinsey & Co, where he achieved the Hugo García Prize as the Outstanding Business Analyst of 1998, and
as an economist for the Mexican President’s Office during the Salinas Administration.
Leonel is a Board member of the Grupo Brisa Foundation and of the InterAmerican chapter of the U.S. -
Mexico Chamber of Commerce.
Leonel has a Masters degree in Business Administration from Harvard Business School and a Masters in Public
Administration from Harvard’s John F. Kennedy School of Government. He also graduated with honors as an
economist from Méxicos ITAM.
Leonel was born and raised in Coatzacoalcos in the southern Mexican state of Veracruz and is 39 years old,
is married to Emma and has two son Leo aged 7 and Daniel aged 4. In his free time he loves spending time
with family and friends. Leonel likes running, cycling, waterskiing and other water sports.
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PANEL 4: “Luxury Travel Products On-line vs Off-line”
(May 5th, 14:00 – 15:30)
Patricio Rubalcaba (MODERATOR) VP Strategic Partnerships—Travel & Entertainment Industries Global Commerce Development for MasterCard – Latin America & Caribbean e: [email protected] p: (305) 373 3757
Patricio Rubalcaba holds the position of Vice President of Commerce Development
for the Commerce Development, Travel and Entertainment Industries group for the
MasterCard Latin America and Caribbean Region since October of 2007. In this role he is responsible for
establishing key strategic partnerships with regional players in the travel and entertainment and the
development of customer relationships and business building programs with key merchants, to expand
commerce development, creating preference for MasterCard Worldwide and driving business to our key
merchant partners.
Before joining MasterCard, Rubalcaba was the Sr. Manager in the International Destination Business area for
American Express, where he was responsible for executing strategies for destination business and consumer
programs, including distribution, partnerships and marketing strategies for the Latin American, European and
Asian regions.. He also managed and developed destination relationships, negotiating with the governments
and key tourism entities.
Prior to this assignment, Rubalcaba served in the Merchant Marketing area in American Express. He also held
a position in LAN Airlines where he was in charge of the leisure segment for North and Central America and
Asia
His previous responsibilities include working for the Mexican Government and at Deloitte & Touche where he
held a management consulting role. .
He is a graduate of University of Miami holding a Masters Degree in Business Administration, Marketing. He is
a member of the Panel of Experts for the United Nations World Tourism Organization’s “Tourism Barometer”,
co-author of the article “Ethics in Business” chosen for publication by the National Association of Accounting
and Business Schools in Mexico.
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Angela Goicouria (PANELIST)
Vice President, Alliances, CTA, CTC for Virtuoso
Upon graduating from college Angela went to work as a Regional Sales Director for the now-defunct
Commodore Cruise Line, which was based in Miami. It was the beginning of a fulfilling career that combined
her passion for travel with her lifelong love of languages and world cultures. She worked her way up to
director at Commodore; in 1993, she became Vice President of Sales and Marketing at Star Clippers Cruises.
Four years later, she was offered the position of Vice President of Travel and Entertainment for Visa
International, where she handled travel and upscale merchant relations in the Latin American and Caribbean
region. In February 2008, she accepted the position of Vice President of Alliances for Virtuoso, overseeing
relationships with MasterCard, worldwide tourism boards and Rue La La, the invitation-only on line shopping
site.
Having earned her CTA (Certified Travel Advisor) and CTC (Certified Travel Consultant), Angela is a member of
Virtuoso's Senior Leadership team as well as SKAL, which promotes global tourism. In 1999, she was named
among "100 Most Powerful Women in Travel" by Travel Agent magazine.
Angela earned a Bachelor's Degree in both political science and languages, followed by a Master's Degree
specializing in international business, at the University of Miami; Angela speaks English, Spanish and
Portuguese fluently, as well as conversational French and Italian.
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Linda Cain (PANELIST) Director Loyalty & Partner Marketing at Starwood Latin America Division e: [email protected]
p: (1 305) 999 6300/ (1 305) 865 4728
More than 25 years with Starwood Hotels Latin America Division, specializing in Sales and Marketing, and
currently responsible for the divisional marketing related to our loyalty program Starwood Preferred Guest as
well as strategic marketing partners within the Latin America region.
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Melissa Araya (PANELIST) Director of Sales, Latin America, Mexico and Caribbean Silversea Cruises e: [email protected]
Melissa Araya is Director of Sales for Latin America and Caribbean for Silversea Cruises. She manages sales
and marketing for key travel partners across Mexico, Latin America, Bermuda and the Caribbean. Prior to this,
she was Director of National Accounts for Regent Seven Seas Cruises, overseeing relationships and growing
market share with consortia such as Virtuoso, Signature Travel, American Express, Ensemble and others.
Melissa also served as Managing Director of Member Sales for Virtuoso, where she worked with owners of
Virtuoso Agencies in North America on Business Development and on growing sales of Virtuoso Preferred
Suppliers. Melissa also has15 years of experience with American Express in New York, Mexico City, and Miami
where she was Vice-President of Relationship Management, Marketing and Destination Business Development for
Latin America and the Caribbean.
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Lourdes Berho (PANELIST) CEO/Founder of Alchemia Comunicare ( Markcomm)
Graduated from Pepperdine University in Malibu California with a double major on Business Administration and
Advertising, and undergraduate bachellors on Tourism Administration and Latin American Studies at University
of the Pacific in Stockton, California and Universidad Anahuac in Mexico City, Lourdes Berho has 25 year
career on Marketing Communications, Tourism and Publishing.
Prior to her present development of Alchemia Marketing Sustainable Consulting firm, Lourdes was recently
Banamex and Citi’s Vice President for Premium Marketing in Mexico where she managed an integrated
marketing, corporate communications strategies, advertising, branding, consumer insights, media, sponsorships,
external and internal communications for the Financial Group’s Wealth Management, Global Banking, Business
and Government Banking, Premium Credit Cards and its liaison with Social Responsibility. At Banamex, she
successfully launched the consumer editorial portfolio of “Valor” and “Valor Corporativo” magazines, which
received last November the 2010 award of the best Finance, Corporate and Business magazine granted by
the Mexican National Publishing Chamber in Mexico. In addition to that, she also evolved the Premium loyalty
cluster Privilegios, meant to service the affluent market of the Group.
Before joining Banamex and Citi for Mexico and Latam, Lourdes was CEO of the International most
prestigious luxury magazine firm Condé Nast, in charge for Mexico and Latin America. During her tenure at
Condé Nast, Lourdes’ leadership achieved a growth of 1113% in 5 years with Vogue, Glamour and
Architectural Digest and successfully launched GQ Mexico in 2006 bringing this Publishing firm as the leading
editorial group addressed to the luxury market in Mexico en 2008.
Lourdes also shares a great Tourism Marketing background which started when she was the Director of
Advertising and Public Relations at the Mexico Tourism Board in 1988 heading the 120 million dollar
campaign geared to North America and Europe, and she was part of the launching of the “co-op advertising
destination funds” model in 1989 which developped into Mexico public and private sector’s marketing efforts
“Fondos Mixtos” for Cancún, Puerto Vallarta, Los Cabos, Acapulco, and Mexico, which to the present, have
been able to position individual Mexico destinations under the Mexico umbrella marketing campaigns.
30
WORKSHOP 2: Google (May 5th, 15:35 – 16:45)
Ezequiel Singer Google Business Solution Representative, LATAM e: [email protected] p: + 54 11 5530 34 28 + 54 9 11 3473 7177 (cell phone) Tw: @ezesinger
Master in E-Business, Universidad del Salvador, Buenos Aires Argentina, 2010
Informatics Engineer, Universidad de Buenos Aires, Buenos Aires Argentina, 2007
Universidad de Buenos Aires, August 2005 †“ current, Practical assistant professor, software engineer
course
Instituto Tecnologico Buenos Aires, August 2009 - Current, Practical assistan professor, Database
course
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CONFERENCE 4: “Analizing the Emerging Online Travel Market in Latin
America” (May 5th, 17:00 – 18:15 a.m.)
OVERVIEW: The Latin American travel industry is vast, diverse, growing fast and changing even faster. The
region features rapidly emerging economies, a fast growing ecommerce sector, some powerhouse travel
companies with an eye toward global expansion, and tremendous opportunity for a still under-penetrated
online travel market. PhoCusWright is conducting a comprehensive study of the Latin American travel
marketplace, with a focus on online distribution and marketing. This research delivers an in-depth
understanding of this increasingly important yet understudied part of the global online travel landscape
Patricia Rasore Director, Latin America for PhoCusWright e: [email protected] p: +54 11 4803 11 58 Tw: patrasore I PhoCusWright
After working with PhoCusWright as a market analyst, Ms. Rasore was commissioned
by the company to add business development activities in Latin America to her
analyst role. Patricia brings more than two decades of industry experience and expertise to this position. Her
career spans from the airline industry to travel technology, and from corporate travel to the DMC sector. Prior
to joining PhoCusWright, Patricia was ACTE's Latin America regional director, displaying a unique ability to
expand operations and generate new business from influential thinkers and key decision-makers across the
region. In January 2002, Patricia opened the TAM Brazilian Airlines office in Vienna, where she was responsible
for direct sales and BSP growth in Austria and in Central European countries. She is trilingual in English,
Spanish and German, and is also comfortable with Italian, basic French and advanced Portuguese. She holds a
Bachelor's Degree in Tourism from the Vienna University of Economics and Business Administration. Patricia is
based in Buenos Aires, Argentina.
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Attendee List
Adriana Sulej
Villalobos Marketing Director for Latin America and the Caribbean Sabre [email protected]
Adriana Villalobos Marketing Director for Latin America and the Caribbean Sabre [email protected] Agata Sulej Senior Account Manager Forumtel [email protected] Alejandra Alvizua Director, Latin America & Caribbean Travelport [email protected] Alex Pace CEO GMS [email protected] Alfonso Sumano Regional Director of las Americas Mexico Tourism Board [email protected] Alison Klapper León Director of Communications WorldCity [email protected]
Amelie Ferro CEO Publicitas Charney Palacios & Co [email protected] Amy Rodriguez President The Rodriguez Group [email protected] Ana Paradela Business Development Manager Expedia [email protected] Andra Lopez Marketing and Communications Director Proexport Colombia [email protected] Andre Froes Marketing Manager Amadeus IT Group [email protected] Andrea Padilla Director of Field Marketing Caribbean and Latin America Marriott International [email protected] Andres Largacha Manager Viajes Selectos Ltda [email protected]
Angela Goicouria Vice President, Alliances Virtuoso [email protected] Antonio Batanero Sr Director Ecommerce & Digital MK Sol Meliá Hotels & Resorts [email protected] Augusto Borras Sales & Marketing Manager Latin America & Caribbean Region AVIS Budget Group [email protected] Benjamin Liberoff Technical Advisor Ministry of Tourism and Sport at Uruguay [email protected] Bernard Weatherhead President Going Places [email protected] Carlos Gomez Executive Director Corporate Travel Service [email protected] Carlos Román Marketing and Corporate Affairs Director LAN Airlines [email protected]
33
Carlos Ulibarri CEO Grupo Bt [email protected] Clara Elvira Mejia Special Proyects Viajes Selectos Ltda [email protected] Claudia Davila Corporate Tourism Director Proexport Colombia [email protected] Crystal Rouhani Tourism Director Aventura Mall [email protected] Dalia Sanchez grroup publisher Grupo Expansion [email protected] Daniel Veron Managing Director DV Advertising Int'l [email protected] David Goodis CEO Revelex Corporation [email protected] David Johnson Director General Bahamas Ministry of Tourism [email protected]
Dulce Trujillo Lic RED Explorer TRavel & Leisure [email protected] Ericka Lourdes Ulrich Cervantes Managing Director Carpe Diem Comunicacion [email protected] Erika Moore COUNTRY MANAGER MEXICO TRAVELPORT [email protected] Ezequiel Fernando Singer Google Business Solution Rep, Latam Google [email protected] Federico Moreno-Nickerson General Manager Mexico and Caribbean Classic Vacations [email protected] Federico Ortega Gerente General Cetitur [email protected] Fernando Flores VP International Sales Hotelera Posadas [email protected] Fernando Harb Director of Sales Greater Fort LauderdaleCVB [email protected]
Flavia Ranzini Maketing Manager North America AviancaTaca [email protected] Frankie Spagnolo VIP of Sales and Marketing Forumtel [email protected] Gabriel McAllister CEO GlobaFon [email protected] Gabriel Parra Regional Sales Drector Aeromexico [email protected] Gaston Isoldi Director of Business Development Reed Exhibitions [email protected] Gerardo Concas President Costamar Group [email protected] German Escamilla Sales Executive BCD Travel El Salvador [email protected] German Zimbron Marketing manager Grupo Expansion [email protected]
34
Gisela Marti Associate VP, Tourism Sales Greater Miami Convention & Visitors Bureau [email protected] Glenda Johnson Director LATAM Bahamas Minsitry of Tourism [email protected] Guido Becher CEO Netactica [email protected] Guillermo Florez Regional Account Strategy Director OMD [email protected] Ivan Ibarra International Business Development Manager AVIS Mexico [email protected] Ivanka De Diaz General Manager Allegro Tours [email protected] James Poole Vice President, International Marketing Avis Budget Group [email protected]
James Viera Sales Manager Travelzoo, Inc. [email protected]
Jeff Jones VIce President 89 Degrees [email protected] Jeronimo Legorreta Sub Director de Publicidad Grupo Posadas SAB de CV [email protected] Joe Martin Group Account Director R&R Partners [email protected] John Palomino Managing Director Information Technology Consulting Sabre Travel Network [email protected] Jose Escamilla Gerente de Cuentas Comerciales BCD Travel El Salvador [email protected] Jose Luis Castro President Corporate Travel Service [email protected] José M. Barquín Director Southeast USA México tourism Board [email protected]
Jose Miguel Guzman Owner Viajes Lemans [email protected] Juan Degwitz Manager Rotourval [email protected] Juan Miguel Gutiérrez Tinoco Consul General de México en Miami Mexico Tourism Board [email protected] Julio Bruno Vice President, Canada, Latin America & The Caribbean Travelport [email protected] Julio Flores President ALL AMERICAN TRAVEL [email protected] Kalyan Raman Professor of IMC Northwestern University [email protected] Karim San Inocencia Account Manager Forumtel [email protected] Karla Ruiz Marketing Manager Mundo Joven [email protected]
35
Karla Witte Event and Media Manager Grupo BT [email protected] Keith St. Clair Chairman of the Advisory Board ForumTel [email protected] Lanette Cueto Regional Sales Manager - Latin America TripAdvisor, LLC. [email protected] Larissa Valero Director of Sales, Latin America & the Caribbean Greater Miami Convention & Visitors Bureau [email protected] Leonel Azuela Managing Director Quaxar [email protected] Liliana Franco Marketing Director Grupo Posadas SAB de CV [email protected] Linda Cain Director Loyalty & Partner Marketing, Starwood Hotels Latin America Division Starwood Hotels & Resorts [email protected]
Lourdes Berho Founder CEO Alchemia: Marketing for a Sustainable World [email protected] Luis Villegas President Global Vision Network [email protected] Malu Zuniga OWNER TRADYTEC [email protected] Marco Giberti President Reed Exhibitions Latin America [email protected] Margarita Robles Directora Ejecutiva Cohesión [email protected] Maria Alejandra Reyes C. General Manager Viajes Aeromedellin - Org Aviatur [email protected] Maria Saldivar Marketing Services Director Grupo Bt [email protected] Mariana Cataldo Manager, Operations and Call Centers - LAC Despegar.com [email protected]
Melissa Araya Director of Sales, Latin America and Caribbean Silversea Cruises [email protected] Miguel Cruz Lic. Abatur [email protected] Miguel Molina Business Development Director Quaxar [email protected] Mireya Chaho Account Manager Travelport [email protected] Nicole Zuralow Manager Forumtel [email protected] Olga Ramudo Presidente & CEO Express Travel [email protected] Omar Alemán Director General Oficina de Visitantes y Convenciones de Veracruz Cohesión [email protected] Otmara Diaz Cooper President Diaz & Cooper Advertising [email protected]
36
Pat Estrada Account Exc. Diaz & Cooper Advertising [email protected] Patricia Rasore Director Latin America PhoCusWright [email protected] Patricio Rubalcaba VP Strategic Partnerships MasterCard International [email protected] Ramón Serrano Director Cohesión [email protected] Rene Rodriguez CMO GlobaFon [email protected] Ricardo Casco Director Latin America & Caribbean Avis Budget Group [email protected] Ricardo Ibarria SVP/Regional Group Head: Acceptance Market Development Mastercard
[email protected] Ricardo Torre Sales Manager Viajes Sales [email protected]
Rick Still CEO OnTrade Travel [email protected] Rodrigo Gonzalez Director of Trade Marketing Grupo Posadas [email protected] Rodrigo Trujillo Director International Sales Palm Beach County Convention and Visitors bureau [email protected] Rolando Damas Managing Director North America & Asia AviancaTaca [email protected] Rosadela Arenas Sr International Sales Executive Reed Exhibitions Latin America [email protected] Rosana Rachitoff Mexico Cutomer Marketing Manager Sabre [email protected] Ross Moore Senior Manager - Marketing Hilton Grand Vacations [email protected] Salvador Gavilan DIRECTOR TRADYTEC [email protected]
Sandra Escalona District Sales Manager Princess Cruises & Cunard Line [email protected] Sara Isabel Bores General Manager Viajes Sales [email protected] Tatiana López Account Executive LATAM Facebook [email protected] Theresa Rice Managing Director Burson-Marsteller [email protected] Tim Calkins Clinical Professor of Marketing Kellogg School of Management [email protected] Tim Grace Director of Marketing & Commerce, CHTA Caribbean Hotel and Tourism [email protected] Victoria Molina Exec. Director International Wholesale Loews Hotels [email protected]
37
Vivian Mur Regional Manager-Media Travelocity [email protected]
Wendy Jimenez Lic. Portixol/Aeromexico [email protected]
Xavier Martin Canals CEO and Founder Turijobs [email protected] Yvonne Nelson Sr. Account Manager Grupo Expansion [email protected]
