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Pre Conference Workshop, 3 August 2009
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8.30am | "Understanding how Marketing adds Value to your Airport and Tourism Business”
According to the Australian Marketing Institute, there has been a dramatic increase in the level of accountability required in all sectors of business. Since the late 1990's the economy has increasingly recognised that market-based assets are the drivers of value. It is therefore clear that companies must demonstrate effectiveness, efficiency and returns from marketing activities and measure the value they are creating for customers and shareholders through their marketing-related investments.
This workshop explores this theme in the aviation context and focuses on those marketing activities which are crucial to adding value and are measurable. We will examine the challenges to be overcome when gathering appropriate metrics and look at a structured way of deciding which are the most relevant. We will discuss the use of dashboards to present these metrics in a clear way, tailored to differing needs.
Who should attend: Senior Corporate, Marketing and Finance Executives concerned with value creation for their businesses.
Your Masterclass Leader
Mike Penfold
Principal
Alcheringa Professional Aviation Consultants
Mike has worked in and around the airline and airports industries for over 30 years, mostly in marketing and IT roles. He has been working as an independent consultant for 10 years with a special interest in marketing metrics. Mike has a post-graduate marketing qualification from Monash University and is an Associate Fellow and Certified Practising Marketer of the AMI.
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9am | Why marketing must become more accountable
• Current financial crisis with demands for greater accountability across the board
• Global trends
• Consequences of not doing so
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10am | How can improved accountability be achieved
There is a number of key metrics that transcend most business environments. Just as accounting has developed a well-accepted suite of measures, ratios and reports that allow comparability between organisations, so marketing is moving towards defining a range of numbers that can indicate appropriate levels of marketing investments, expected outcomes in the marketplace and, most importantly, effectiveness in converting marketing investments into financial outcomes.
• What are these measures?
• Can they be accurately and continuously gathered?
• Interdependencies
• Organisational issues – how do we do it successfully?
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11am | Morning break
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11.30am | Tools and templates
• Tools to calculate Customer Lifetime Value
• Standard templates for reporting sets of related variables
• Analysis of markets from a product and customer perspective
• Dashboards
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12.30pm | Close of workshop
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Day One, 4th August 2009
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8.50am | Opening remarks from the Chair
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| Consolidation, Liberalisation and Competition |
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9am | Regulatory keynote presentation: Australia’s White Paper- the National Aviation Policy Statement
• Overview of the Aviation White paper
• Facilitating the safe and sustainable growth of the aviation sector
• Fostering a competitive environment and balancing the national interest
• Infrastructure constraints, airport development issues and skills shortages |
| | Mr Mike Mrdak, Secretary, Department of Infrastructure, Transport, Regional Development & Local Government
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9.30am | Aviation Industry Outlook: Navigating back into profitable territory
Geoff Dixon will discuss how the airline industry will evolve over the next two years, with special attention to the position of an airline at the end of the lin
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10am | Keynote presentation:
Regulaton's impact on the EU aviation Sector
• Objectives driving EU aviation policy
• Air transport liberalisation and the single European market- lessons learnt
• Update on comprehensive air services agreements with Australia and New Zealand
• Ensuring environmental sustainability and the role of the ETS
• Lessons for Australia
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| | Olivier Onidi, Head of Internal Market, Air Transport Agreements and Multilateral Relations, Directorate-General for Energy and Transport, European Commission
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10.30am | Speed networking and morning tea
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11.30am | Panel discussion: Regulation, market structure and performance
• Progress of open skies negotiations
• New opportunities in the Australia-US route
• Are the right regulatory frameworks in place to encourage market growth?
• The question of ownership- will restrictions ease?
• Achieving the commercial freedom to operate competitively
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| | Olivier Onidi, Head of Internal Market, Air Transport Agreements and Multilateral Relations, Directorate-General for Energy and Transport, European Commission Mr David Epstein, Executive General Manager, Government and Corporate Affairs, Qantas Airways Mr Mike Mrdak, Secretary, Department of Infrastructure, Transport, Regional Development & Local Government
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| Strategies for Survival and Growth |
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12.10pm | Jetstar Airways – Is the sustainable expansion strategy still sustainable?
• Competitive outlook for low cost airlines in the region
• Capitalising on growth opportunities
• Brand articulation strategy
• Providing a broader network offering through connectivity and codesharing
• Taking a passenger oriented approach to innovation
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12.35pm | Remaining competitive through business transformation
• Addressing overcapacity and rising costs through mergers and acquisitions
• Overcoming the roadblocks to cross-border and foreign ownership
• Progress of the five-year business transformation plan
• How is MAS creating a new breed of carrier?
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1pm | Networking Lunch sponsored by:
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| | Mr Jason Barker, Executive Manager Sales and Operations, Qantas Staff Credit Union
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2pm | Flying in the face of convention - How turkish airlines beat the economic slowdown
• Identifying opportunities for growth
• Taking advantage of the transit passenger market
• Fleet and destination optimisation
• Strategies for sustaining high load factors
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2.25pm | Flight path to success: focusing on routes with potential
• Focusing on markets with higher yield
• Domestic market potential vs. international market potential
• Integrating new routes within existing schedules
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2.50pm | Afternoon tea
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3.20pm | The impact of Tiger Airways in the Australian market
• Why the Tiger business model is unique in the Australian context
• Maintaining the ultra low cost base
• Are all the risks at the premium end of the market?
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3.45pm | Financial strategies to deliver revenue and cost benefits
• Assessing short and long term financing needs
• Finding the funding for fleet expansion in a tight credit market
• Innovative sources of capital- import/export agencies, leasing companies and aircraft manufacturers
• Managing shareholder expectations
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| | Mr Rob McDonald, Chief Financial Officer & Group General Manager Corporate, Air New Zealand
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4.10pm | Summary panel discussion: Airline restructuring and consolidation- where to next?
• Managing structural change
• Countering rising costs and falling demand
• Which markets offer the best prospects for growth?
• Achieving change within the structural constraints of the global bilateral system
• Will rising costs bring discipline to capacity planning?
• Do airline have the right leaders for these turbulent times? |
| | Mr Grant Fenn, Executive General Manager, Strategy and Investments, Qantas Mr Rob McDonald, Chief Financial Officer & Group General Manager Corporate, Air New Zealand
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| Financing and Investment |
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5pm | End of Day One & cocktail drinks
Sponsored by:
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Day Two, 5th August 2009
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8.30am | Arrival and welcome coffee
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8.50am | Opening remarks from the Chair
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| Markets, Partnerships and Alliances |
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9am | Future Flying: Building the Airlines of Tomorrow, Today.
This downturn is a strong reminder of the volatility of the aviation sector, and its enduring structural challenges. In a time of change, Alan Joyce will discuss the Qantas Group approach to creating a strong and sustainable airline business for the future. |
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9.25am | Repositioning Oman Air to a fully-fledged international airline
- Responding to greater liberalisation
- The Oman Air business model
- Fleet optimisation and cost control
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9.55am | AirAsia X – in it for the long haul
• Low cost, long haul- what makes this model work?
• Destination expansion- where, when and why
• Focusing on markets for future growth
• Leveraging the hub and feeder network approach
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10.25am | Morning tea
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10.55am | Presentation by GMR Group, India: GMR Airports - Driving infrastructure, capacity and economic development
- India Growth Story
- GMR Group - an introduction
- Success with Rajiv Gandhi International Airport, Hyderabad, India
- Continuing to drive economic development
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| | Mr Ravindran Devagunam, Chief Operating Officer, Aviation and Aerospace Business, GMR Hyderabad International Airport
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| Infrastructure, Capacity and Economic Development |
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11.25am | Strategy to protect and grow shareholder value in uncertain times
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| | Ms Julieanne Alroe, Chief Executive Officer & Managing Director, Brisbane Airport Corporation Ltd
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11.55am | Achieving commercial excellence through airport expansion and development
• Optimising airport processes
• Building the infrastructure for new generation aircraft
• Solutions for better passenger facilitation |
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12.25pm | Panel discussion: The role of airports as economic development drivers
• Implications of airport privatisation
• Will airports continue to attract investment?
• Integrating airport development with broader metropolitan planning strategies
• Ensuring the right regulatory framework is in place to ensure pricing is appropriate
• Building the infrastructure to handle new generation aircraft
• Recognising the need for expansion with community interests
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| | Mr Ian Kew, Chief Executive Officer, Northern Territory Airports
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1.10pm | Networking Lunch
Sponsored by:
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2.10pm | Regional aviation as a driver of regional development
• Managing the vulnerabilities of regional aviation services
• Overcoming competitive threats, pilot skills shortages and rising prices
• Airport access: a key factor in sustainable regional development
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2.40pm | Attracting and sustaining airline businesses- creating your value proposition
• Long term traffic outlook for the region
• Accommodating the needs of the innovative, internet-savvy traveller
• Designing airports for LCCs and their changing business models
• Working with other airports to fund tourism campaigns and facilitate passenger growth
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| Airport Innovation |
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3.10pm | Diversifying into non-aeronautical revenue
• Sources of non-aeronautical revenue beyond retail space and car parking
• Encouraging discretionary passenger spend in a slowing economy
• Profitably marketing the available space in your airport
• Investing in the right kind of infrastructure
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3.40pm | Afternoon tea
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| Destination Marketing and Route Planning |
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4.10pm | Fostering greater alignment between aviation and tourism
• Interdependencies between airlines, tourism, and airports
• Effect of airline restructuring on airports and tourism
• The continuing importance of LCCs in driving tourism growth in a contracting economy
• Identifying targets for the regional dispersal of visitors
• Destination branding and differentiation
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4.40pm | Panel discussion: Route strategy and planning- where are the opportunities?
• Revisiting and refining routes in a slowing economy
• Which regions have the most potential?
• What information do airlines want from airports?
• The different data that airlines need for business, leisure and visitor-based destinations
• Ensuring the airport business case aligns with airline business strategy
• Cost negotiation |
| | Moderator: Mr Bob Cain, Managing Director, Tourism Futures International Mr John McCall, Chief Executive Officer , Dunedin International Airport Mr Suresh Nair, Chief Executive Officer (Aviation), India Fly Safe Aviation Mr Ravindran Devagunam, Chief Operating Officer, Aviation and Aerospace Business, GMR Hyderabad International Airport
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5.25pm | End of Day Two
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Day Three, 6th August 2009 - Innovation and Technology
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8.30am | Registration and welcome coffee
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8.50am | Opening remarks from the Chair
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| Commercial Innovation and Revenue Management |
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9am | Low Cost Airlines - a new commercial paradigm
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9.25am | Achieving competitive differentiation- commercial strategy in a turbulent economic climate
• Realigning routes and strategy
• Implementing effective systems to meet functional and growth requirements
• Adopting a holistic approach to distribution
• Benefiting from multi-channel sales and marketing approaches
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| | Mr Suresh Nair, Chief Executive Officer (Aviation), India Fly Safe Aviation
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9.50am | Maximising efficiency in yield and revenue
• Integrating commercial and revenue management strategy
• Competitive pricing strategies
• Fare comparison technologies and techniques
• Analysing passenger data to inform revenue management
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10.15am | Developing an innovative RM strategy in a volatile market
• Ensuring revenue management aligns with the airline’s strategic direction
• Profit optimization using a total revenue approach
• Effect of multiple distribution channels on pricing
• Short term revenue optimization vs. long term customer relations
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10.40am | Morning tea
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| Leveraging Technology for Competitive Advantage |
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11.10am | The Airline IT Trends Survey Executive Summary
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| | Mr Paul Dalton, Regional Vice President, SITA Information Networking Computing BV
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11.30am | Presentation by NIIT Technologies - Innovative business transformation through IT solutions. Softec - A NIIT Technologies Company
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11.55am | Driving end-to-end efficient airline operations
• Deciding priority areas for IT investment
• Self-service adoption and e ticketing
• Travel distribution and mobile connectivity
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12.20pm | Networking Lunch
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1.20pm | Airlines 2.0: Using social media for branding during the recession
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1.50pm | Panel discussion: The role of technology in driving change and improving cost efficiencies
• Utilising Web.2.0 and mobile travel applications to improve sales and reduce costs
• Potential for on-board connectivity and services
• Mobile phones- how effective are they as a distribution channel?
• Reaching out to customers via social networking and user generated content
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| | Mr Mark Lim, Head of IT & e-commerce, Tiger Airways Pte Ltd
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2.30pm | Fuelling aviation growth in a low carbon economy
• Policy levers for addressing climate change
• Balancing the reduction imperative with business growth
• Transition and adaptation costs
• Investing in new technologies to manage emissions reduction
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2.55pm | Afternoon tea
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| Operations, Safety and Security |
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3.25pm | Is the aviation industry still facing a skills shortage?
• Assessing the Aviation Training Package in addressing the skills shortage
• What incentives are required to attract and retain pilots, engineers and air traffic controllers?
• Optimising recruitment programs and tools
• Has there been an underinvestment in pilot training?
• Ensuring competitive pressures does not compromise on pilot operating standards
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| | Barry Jackson, President, Australian & International Pilots Association
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3.50pm | Achieving a meaningful aviation security outcome- mitigating risk where Human Factors are as important as Technology
- Core competencies
- Training
- Quality Systems
- Processes and performance measurements
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4.15pm | End of conference
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