2011 Tourism Branding Forum1

Panelists

Rick Still, OnTrade

Ricardo Casco, AvisBudget

Fernando Harb, Greater Fort Lauderdale CVB

Antonio Batanero, SolMelia

Julio Bruno

Vice President, Canada, Latin America & The Caribbean

Miami, May 4th 2011

Rick Still - CEO

2011 Tourism Branding Forum2

Rick Still is considered an expert in the development of high-level trade conferences within the global travel industry and is widely recognized as a pioneer in launching computer appointment-driven “trade shows” that have changed the way in which billions of dollars in sales are conducted each year.

On Trade is a “company to company” social network for the travel industry with proprietary match-making technology enabling members to efficiently locate and connect with the right buyers and suppliers.

Antonio Batanero - Senior Director of Distribution & Ecommerce

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Antonio Batanero is Senior Director of Distribution & Digital

Marketing at Meliá Hotels & Resorts in The Americas. Responsible

for communication, marketing and sales with direct clients,

companies and travel agencies, is also responsible for the design,

creation, development and distribution of interactive media tools

profitability of the company’s distribution channels in The Americas

Meliá, which was founded by Gabriel Escarrer Juliá in 1956 in

Palma de Mallorca (Spain), is the world's leading hotel chain for

holidays, as well as being the overall market leader in Spain, both

in the leisure and the business sectors. It is the third largest chain

in Europe, the twelfth largest in the world and is the global leader

for holidays and in Latin America and the Caribbean. Currently

there are more than 300 hotels in 30 countries on 4 continents and

the company has a workforce in excess of 35,000 employees

Fernando Harb - Director of Sales

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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. 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

The Greater Fort Lauderdale CVB is full service representing 30,000+ hotel

rooms and a 600,000 gsf convention center. Representing: Coconut Creek

Cooper City Coral Springs Dania Beach Davie Deerfield Beach Fort

Lauderdale Hallandale Beach Hollywood Lauderdale-By-The-Sea Lauderhill

Lauderdale Lakes Lighthouse Point Margate Miramar North Lauderdale

Oakland Park Pembroke Park Pembroke Pines Plantation Pompano Beach

Sea Ranch Lakes Southest Ranches Sunrise Tamarac Weston West Park

Wilton Manors

Ricardo Casco - Director, Latin America

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Ricardo Casco, Director for the Latin American region with Avis Budget Group. Mr. Casco holds overall revenue and commercial responsibility for all business originated in the Latin America / Caribbean region and is also responsible for overseeing the sales and marketing strategy for the LAC-based franchisee network

+USD 5 Billion company with more than 30,000 employees. Over 6,900 locations and more than 540,000 vehicles worldwide. AVIS is positioned in the market as a corporate / higher tier brand (corporate). BUDGET as a value driven brand (leisure)

Julio Bruno- Vice President, Canada, Latin America and The Caribbean

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Responsible for leading and growing travel agency sales

throughout these regions, Bruno has previously held several

regional posts with Travelport and its predecessors. This includes

vice president, Continental Europe & South America managing the

Cendant Travel Distribution business units Galileo International,

Gullivers Travel Associates, Octopus Travel.com and Travelwire.

With a presence in 160 countries, approximately 5,475 employees

and reported 2010 revenues of $2.3 billion, Travelport is comprised

of the global distribution system (GDS) business that includes the

Galileo and Worldspan brands; GTA, a leading global, multi-

channel provider of hotel and ground services; and Airline IT

Solutions, which hosts mission critical applications and provides

business and data analysis solutions for major airlines. Travelport

also owns approximately 48% of Orbitz Worldwide (NYSE: OWW)

2011 Tourism Branding Forum7

How Did Tourism Evolve?

• Travel became more popularo Offer does not follow demand: IATA 2010 report indicated 8.2% increase in

traffic and 4.4% increase on seats capacity, with a 78.4% load factor

o In Latin America, tourism will almost double its GDP* contribution from 2.3%

(U$75B) in 2010 to 4.5% (U$126B) in 2020

o A new middle class: the engine behind growth

• Traveler is smarter:o Better educated: university education and higher

o Information power: uses Internet to search, compare, purchase and share

o Social networks influence on travel purchase decisions

Source: WTTC

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The Myriad of Channels

• Suppliers face a never ending channels offer:o Internet

ü Website (B2B, B2C, B2G)

ü Mobile

ü Direct Connect

o Intermediaries

ü GDSs

ü Travel Agencies

ü OTAs

ü Consolidators

ü Tour Operators

ü Brokers

Source: WTTC

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Marketing Mix Increases Everyday

• Variety of efforts needed to reach even more segmented travelers clusters:

Price: From savvy to premium, from budget-minded to “c”class, everybody is travelling today

Place: From the traditional travel agencies to department stores, including OTAs and door-to-door sales, channels are everywhere today

Promotion:

Loyalty programs, Ad

Words, social media,

user generated

content, apps, iPads,

events,

sponsorships, blast

mails, online media,

offline media, online

discounter,

metasearch engines,

etc

Product: More than ever, one size does not fit all (ecotourism, adventure tourism, gourmet travel, sports, cultural exchange, etc)

Brand and Tourism- Some examples

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•Sncf.com:oLa Machine À VoyageroAround 2 million views on YouTube

•United Airlines:oUnited break guitarso10 million views on YoutTubeo*In December 2009, Time magazine

named "United Breaks Guitars" #7 on its list of the Top 10 Viral Videos of 2009

o*Carroll has been in great demand as a speaker on customer service. On one of his trips as a speaker, United Airlines lost his luggage

*Source: Wikipedia

GO TO LINK

GO TO LINK

GO TO LINK

GO TO LINK

•Great Barrier Brief:oThe Best Job in the WorldoU$1.2 million campaign budgetoMore than 34,000 applicantso8 million visitors at the websiteoOver U$150 million estimated in media coverage

GO TO LINK

GO TO LINK

2011 Tourism Branding Forum11

Top Ten Travel Innovations in the last 10 years

• BudgetTravel.com 2009 poll results

ü 10th: Online Maps

ü 9th: Digital Photography

ü 8th: Online Flight Check In

ü 7th: GPS Navigation

ü 6th: Worldwide ATM Access

ü 5th: Cell Phones

ü 4th: Global Internet Access

ü 3rd: Trip Advisor

ü 2nd: Online Travel Booking

ü 1st: Roller Bags

2011 Tourism Branding Forum12

How to Explore the New Travel Landscape?

Travel

Informed Traveler

Multiple Communication Platforms

Fast growing demmand

Evolving Channels

17

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2011 Tourism Branding Forum