HEDNA Communicate: HEDNA Events - HEDNA December 2007 Conference

HEDNA December 2007 Conference

Phoenix, Arizona

Monday 3 December - Wednesday 5 December, 2007

Monday, December 03, 2007
9:00 am - 2:00 pm HEDNA Board of Directors (invitation only)

12:00 pm - 6:00 pm Conference Registration

2:30 pm - 3:00 pm Committee Chair Meeting

3:30 pm - 5:00 pm Committee Meetings

The content committee has been focused on various activities involved in content and its distribution through the industry such as:

Structured Content - HEDNA members have reviewed the various content fields used in hotel reservations and distribution systems. The fields used in enabling searches, processing reservations, and managing ancillary services such as commission processing are divided in to free format text fields and structured fields. It was readily identified that a number of free-format text fields cause problems for hotel providers, intermediaries, and distributors. Members have drawn up a list of fields and are requesting technology providers structure these fields in the technology systems to enable faster, easier, and more accurate distribution of hotels. The latest list of the fields is posted on the HEDNA website and the Committee is seeking feedback from the members. The next step is to meet with the GDS's and other key technology providers to incorporate the changes.

Channel Matrix - This matrix is designed to be used as a reference tool to identify sources, type and update frequency on where OTAs are pulling their data. This reference can help members determine the OTA partnership possibilities or can assist troubleshooting issues. The matrix is still under development.

Consistent Matrix - At issue is a report that some channel distribution websites may have de-listed hotels when identical content across channels was found. The Committee found that this practice wasn't prevalent.

Multilingual Content - HEDNA will be coordinating with HTNG and OTA on developing guidelines for translating content.

Unique Global Identifiers (UGIs) - This project is still being developed. While UGIs will have a substantial benefit to the industry, there will be costs incurred in designing, managing and communicating about the benefits of UGIs. The Committee will be looking at performing a cost-benefit analysis.

Group – Co-Chairs: John Arenas, Worktopia and Scott Harness, Group Travel Planet Board Liaison: Edward Perry, WORLDHOTELS \

The Group Subcommittee is working to illuminate opportunities and challenges regarding the online migration of group bookings of rooms and of meeting facilities, catering and equipment, particularly for meetings and events for under 50 attendees. A recent HEDNA White Paper is the starting point for this work. The white paper pinpoints key drivers the state of technology and identifies approaches currently available in the marketplace. The committee reports that the online marketplace for booking of meeting facilities and group room nights is forming rapidly, with the introduction of automation of the traditional group marketing and buying processes. This area promises huge new opportunities for Hotels, Travel Distribution Partners, End Users, and Technology Partners, as more small meetings and events are booked and managed online.

The Group Subcommittee will be publishing a Tool Kit entitled, "Enabling the Online Marketplace for Groups and Meetings, a guide for all industry participants to understand the state of technology, expectations of end users, readiness, as well as technical, operational and other policy considerations when considering a move into the online marketing for groups.

Emerging Issues – Co-Chair and Board Liaison: Alison Aker-Velez, Wyndham Worldwide

The emerging issues committee has been established to allow the membership a place to voice their concerns and share ideas currently affecting the electronic distribution arena. The committee's goal is:

The emerging issues committee is also a forum for suppliers and providers to gather and share ideas and concerns currently affecting hospitality electronic distribution. The intent of the committee is to enlighten colleagues on best practices within the industry and address new issues since the last meeting. The committee's goal is to have resolution by the next HEDNA meeting or consider making large enough issues into a formal sub committee.

3:30 pm - 5:00 pm Tech Show Case Set Up

6:00 pm - 7:30 pm Opening Reception

Tuesday, December 04, 2007
8:00 am - 5:00 pm Conference Registration

8:00 am - 9:00 am Continental Breakfast & Tech Show Case Opens

8:15 am - 8:50 am New Members Orientation Continental Breakfast –
Chair of Membership Committee: Sarah Fowler, Pegasus Solutions and Secretary: Edward Perry, WORLDHOTELS

9:00 am - 9:30 am Welcome Remarks – Tiffany Topcik, President HEDNA

9:30 am - 10:30 am Opening Keynote: Henry Harteveldt, Vice President, Principal Analyst, Forrester Research
Is this really the year of supplier power or are the dynamics changing yet again?

Henry Harteveldt of Forrester Research will open the 2007 winter meeting by presenting the latest trends and statistics for the Hospitality industry. Henry will share his thoughts on the state of our industry and an insightful look at the dynamics shaping our future.

10:30 am - 11:00 am Morning Break & Tech Show Case

11:00 am - 11:45 am Our GDS Partners Share their Best Practices

* Changing consumer-buying behaviour is driving innovations in hotel technology. Find out how GDSs R & D investments are helping the hotel industry adapt to new ways of selling and managing their operations. What technology developments are a reality today and tomorrow, and how will this help hotels grow their business?
* Globalization and emerging geographic markets open up a myriad of opportunities for hotels of all shapes and sizes. What are the trends and requirements of travel agencies in new hotspots, and how can hotels tap into this potential to grow their bookings?
* The light at the end of the tunnel? Prepayment, commission management and rates have long been frustrations for both hotels and travel agencies. What are the GDSs doing to address these issues and when and how will hotels reap the benefits?
Moderator -Audrey Sieh, Senior Director Global Distribution, Carlson

Panelist - Jean de Durfort, Head of Hotel Distribution, Amadeus IT Group, Stephen Fitzgerald, Vice President, Hotel & Car Distribution, Sabre Travel Network, Keith Harrison, Director of Operations, Hotel & Car, Travelport GDS

We have all seen the surveys that tell us what customers look for when booking travel. Now is the time to hear it directly from the customer! Come hear what is important for a mother of two when buying travel as opposed to a travel agent selling travel. Panelists who all have different backgrounds in purchasing travel will share what they look for. You can't afford to miss what your customers are saying about their online experience.

Panelist - Unmanaged corporate traveler who has a knack for extensive online travel research, a representative from the travel agency community, Travel Agent: Joanne Lee, married mother of 2

12:30 pm – 12:40 pm Award of Excellence Announcement

12:40 pm – 2:15 pm Lunch and Tech Showcase

2:15 pm – 2:45 pm "Payments – What Hoteliers can Learn from other Industries"

Mike Carlo, Business Development Manager, Global Collect GlobalCollect is the leading Payment Service Provider of local payment solutions for international businesses. Its expertise in electronic payment methods (e-payments) for Customer Non-Present (CNP) businesses such as internet, mail, telephone order is greatly valued by clients from a wide range of industries such as travel, ticketing, telecommunications, retail, publishing, portals, online games, and digital content.

2:45 pm - 3:00 pm Committee Updates

3:00 pm - 3:30 pm Afternoon Break & Tech Show Case

3:30 pm - 4:30 pm Everything We Need to Know about Commission Processing and were Afraid to Ask

Commissions are the little brothers who always tag along and will never go away. What are some of the struggles facing suppliers and how are they being tackled? This panel includes three of the biggest players in the commission processing arena who will share the current challenges facing the commission sector of the travel industry and what tools and best practices are available to suppliers to guide them through the complex world of commissions.

Moderator - Paul Hoffmann, President of eCommission Solutions; Stephen Cherico, Product Manager, Perot Systems; Beth Van Dusen, VP, Global Operations, Pegasus; Angela Ybarra, Commercial VP, Worldwide Payment Systems; Cynthia Castillo, Head of Hospitality Distribution Projects, Amadeus IT Group

4:30 pm - 5:30 pm Mike Kistner, Pegasus
Mike Kistner, COO and Executive Vice President of Pegasus Solutions, will share his views on the changing distribution environment and where electronic distribution will be in three years. Kistner will also share his insight regarding consolidation in the marketplace and how it is affecting the industry.

7:00 pm - 10:00 pm Offsite Evening Event – Venue of Scottsdale - Monte Carlo Night

Wednesday, December 5, 2007
8:00 am - 9:00 am Breakfast & Tech Show Case

Credit Card – Chair and Board Liaison: Steve Fitzgerald, Sabre Travel Network
Beyond cards – what other payment methods are available? At this HEDNA, the credit card subcommittee looks at credit card issues and trends, but also explores alternate payment methods, including direct deposit, PayPal, and other options. What can hoteliers learn from other industries about alternate methods of payment?

Guests - Kami Boyer, VP Sales & Marketing, Retail Decisions; Pascal Burg, Director; Edgar Dunn; Paul mac Cionnaith, Director, Global Acceptance Relationships, Via Intl.

Tour Committee – Co-Chairs: Eric Barber, Realstar Hospitality and Nancy Little, InterContinental Hotels Group

Board Liaison: Linda Kent, Starwood Hotels & Resorts
This committee is passionate about finding connectivity solutions for Tour Operators, Wholesalers, and Hotel Companies. There is an industry need to identify and develop connections in this area; however, the supporting technology is still at an early stage for all parties involved. The committee's effort have been focusing on:

The committee will present the results of the recently conducted tour operator survey giving valuable insight into the distribution business strategies of tour operators and how they anticipate doing business with hotel chains in the future.

11:00 am - 11:30 am Morning Break & Tech Show Case

11:30 am - 12:15 pm Spencer Rascoff, Zillow.com
Spencer Rascoff, Chief Financial Officer of Zillow.com, will share similarities in distribution and e-commerce between the hospitality and the real estate market. This insightful session will illustrate that no matter what industry, all businesses are seeking and implementing new approaches to distribute their product and reach a targeted and expanded customer base.

12:15 pm - 12:30 pm Gideon Dean, SVP of Busniess Development, TIG Global – Hedna.org update

12:30 pm - 2:00 pm Lunch & Tech Show Case

12:30 pm - 2:00pm Board Luncheon (New & Old Members)

2:00 pm – 2:30 pm Tiffany Topcik, HEDNA President Board and Committee Recognitions

2:30 pm - 2:45 pm Committee Updates

2:45 pm - 3:30 pm Onward and Upward: Utilizing Technology to Advance Our Industry

This seminar will highlight the roles of the major industry associations in the hotel marketing, sales, and distribution environment. Led by senior officers of Hotel Electronic Distribution Network Association (HEDNA), Hotel Technology Next Generation (HTNG), and OpenTravel Alliance (OTA), this panel will help attendees to understand the structure, objectives, and role of each organization and, equally important, how they work together to deliver value to the industry. The session will be broken into three parts - each part will include short presentations by each of the organizations, and a panel discussion with lots of opportunity for audience participation.
* Overview of the structure, objectives, and roles of HEDNA, HTNG, and OTA, and Open Travel Alliance and how they coordinate with each other
* Content Management for Distribution Channels: What HEDNA, HTNG, and Open Travel Alliance are doing to make this problem more manageable, and how these efforts support one another
* Group and Meeting automation: How HEDNA, HTNG, and Open Travel Alliance are working to address technology to support group and meeting activities at hotels, along with other industry bodies such
*Douglas Rice, Executive VP & CEO, HTNG
*Valyn Perini, Executive Director, OpenTravel Alliance
*Edward Perry, Director of E-Commerce, WORLDHOTELS

Daniel Levine will close the meeting with an energetic presentation of Tomorrow Today: The five cultural trends that will propel hotel electronic distribution into the next decade. Hospitality marketing professionals need to know what will be, not just what is now, so strap yourself in and get ready for an exhilarating look forward to the most fascinating and profitable trends heading our way. Brimming with to-the-point examples of where culture and business are headed, this one-of-a-kind presentation reveals the driving forces behind major cultural shifts that are affecting the bedrock of our business. While this presentation is funny and entertaining (with much humor and cutting-edge visuals), the focus is on the practical. You will see some of the coolest global web-based developments that will substantially impact your businesses, and you will learn how to take advantage of innovative ideas from around the world to improve your business at home. Most of all, you will gain insight into new technologies and paradigms you can immediately put to use, and walk away with innovative ideas that will inspire growth within in your own workplace.

4:30 pm - 4:45 pm Closing Remarks – Tiffany Topcik, President, HEDNA

6:00 pm - 7:00 pm Closing Reception