Aviation Marketing, Tuesday 21 February 2017



Organiser’s opening remarks


Chairperson's opening remarks

Mauro .Oretti

Keynote Interviews

Join us for a series of exclusive interviews, where leaders of major airlines outline what it takes to succeed, and how they are planning to keep succeeding as the industry continues to ‘fly’ forward. Find out their thoughts on what the major game changers will be, how they are continuing to innovate their business models to remain competitive and their plans for the future of their airline.
09:00-09:20: Interview 1
09:20-09:40: Interview 2
09:40-10:00: Interview 3
Panel discussion

Aviation Leaders Panel: Asia Pacific aviation outlook ​

Asia Pacific remains a standout growth market for the aviation industry. Following their in-depth interviews,  these leaders come together to  debate some of the major challenges facing the sector, including:

  • How to keep revenues ahead of costs where a lot of the costs are outside of your control?
  • To hedge or not to hedge: In a low oil price environment, how important is hedging to profitability?
  • Customers want to pay a sensible price but still have growing expectations. How can the industry cope with the best-in-class expectations, while seeking sustainable profitability?
  • What will unlock growth for the industry?
  • What are the major trends that will drive aviation in the future?

Exhibition Visit, Networking & Refreshments


Mr Shashank Nigam
Aviation Marketing

How do the best airlines in the world build remarkable brands?

  • What keeps the airline CEO up at night?
  • How do the best airlines focus on being remarkable?
  • How did Finnair become one of the largest foreign airlines in the far east?
  • What was the hardest period in Tony Fernandes’ career (and how did he deal with it)?
  • Why does the Singapore Girl train to prevent “the Christmas light effect”?
  • How did Air New Zealand go from bankruptcy to stardom in a decade?
  • What makes you remarkable and how can you stand out?
Panel discussion
Aviation Marketing

Panel: CMO insights: What makes a winning marketing strategy?

A clearly defined marketing strategy is pivotal to acquiring and retaining customers. Join aviation marketing leaders at this panel as they uncover the secrets to their marketing success. Topics for discussion include:
  • Is it digital or nothing? How is the game changing in aviation marketing?
  • How much of a role should external agencies play in your marketing strategy?
  • With the customer journey becoming increasingly complex and touching many marketing channels, how can you identify the best way to spend your budget?
  • Just how important are analytics and big data in a successful marketing strategy?
  • How do you make your marketing campaign stand out when you are faced with more competition than ever before?

Networking Lunch & Exhibition Visit


Antony Yiu
Aviation Marketing

Making your digital advertising spend effective

  • Know what you want upfront: Identifying the real motivation for investing in digital advertising
  • Understand the underlying assumptions which inform ad targeting algorithms
  • What are the key components of a successful digital advertising plan? Is it more than just remarketing and pop-ups?
Mr Regan Yan
Aviation Marketing

Personalised marketing: The wrongs, the rights and the recommendations

Different travellers exhibit different buying behaviours. If you’re thinking of all your customers as a single unit rather than individuals, you’re making a mistake.
  • Thinking programmatically: How technology makes it possible to reach millions of customers but each with something that seems personally relevant and interesting
  • How programmatic can increase customer conversions and revenue
  • Real-time optimisation: Reducing advertising costs whilst increasing conversions
Andrew Boggs
Aviation Marketing

Delivering content in context to drive sales

With marketers expected to double investments in content in the next 3 years, making effective use of content is critical. We will look at how data unlocks the key to using content to sell by looking at 3 case studies from British Airways. 
  • How BA drove sales by delivering personalised content to millions of customers
  • How the "Visit Mum" campaign targeting the US to India route delivered content in the context of the consumer journey
  • How the "Magic of Flying" campaign used data to deliver messaging in a whole new context
Mr Seth Cassel
Aviation Marketing

Digital power: A journey to direct channel growth

Airlines are making huge investments to lure customers to their direct channels. This presentation will look at some of the latest strategies and digital technologies to acquire and own the customers.
  • New customer acquisition and incremental revenue growth 
  • Improving customer experience and online through new technologies 
  • Executing highly technical strategies without highly technical people

Exhibition Visit, Networking & Refreshments


Now’s your chance to get really interactive! Simply pick one of our roundtable topics and join the debate. Numbers will be limited at each table, to ensure everybody gets their chance to participate in the discussion.
round tables

Best practice in sourcing talent

The aviation industry is unique as it requires a great variety of talent to operate – cabin crew, pilots, engineers, marketeers, network planners, revenue managers, social media managers and more. That creates challenges in recruitment. Join us to discuss best practices in talent selection, development methodologies, latest online recruitment systems and assessment tools, and improvements in the quality of recruitment practices.
round tables

Chinese travel boom and how to profit from it

China is the game changing market in aviation. How should we plan ahead on partnerships, market development and customer strategies to clamour for a piece of the Chinese travel boom?
round tables

Distribution turning point: Who will win the battle for distribution share?

The speed of technology development has resulted in the constant splintering of distribution platforms. With mobile platforms poised to overtake traditional B2C websites what will the response from GDS and other channels be? What are the next developments that will complement the fast-adoption technology and how can airlines anticipate and prepare?

Ground handling at busy airports: Ensuring smooth arrivals & departures

Airport operations are complex. An orchestra of activities are carried out within a confined area, around expensive airplanes, in a short period of time. Airlines, airports and ground service providers need to come together to identify the gap in collaboration, where their practices are not meeting the standards and how to further streamline the passenger experience.

How should airlines manage and scale their disruption communications in the digital (and social) age?

With passenger numbers set to double over the next 20 years, so will the scale of disruption airlines have to manage. With growing customer expectations and an ever-increasing number of communication channels, the pressure is growing for airlines to have a robust disruption communications strategy, and a first-class customer service. How can a multi-channel approach help maximise engagement? Where does ‘social’ fit in and how should it be used? How can technology be used to break down operational and customer service silos, and to what extent can automation be used to help airlines manage disruption at scale?

Improving digital retail: How airlines and airports can collaborate

Airlines and airports need to work together to leverage data assets and embrace technological improvements, if they want to increase their ancillary revenues and keep up with the customer’s demand on a seamless travel experience. The word “silos” has come up too often in discussions on managing airline and airport data exchange. It’s been difficult, but it’s doable, given the advanced technology today and innovative retail models we’ve seen in other industries. 
round tables

India: Traffic up, losses down, how to continue the positive momentum?

India’s airlines have seen a significant improvement in their financial performance over the past year. However, carriers will need to remain alert to potential downward pressure on yields as a result of expected rapid capacity increases.
round tables

Personalisation & mobile services: Identifying and resolving pain points in executing mobile projects

As the industry is becoming increasingly competitive, airlines want to improve customer services, making travel easier and more interactive through mobile technologies. This puts pressure on the IT department as executing a mobile project requires a multidimensional framework: where to start, how to start, what works, what doesn’t and why? Join us for a discussion and hear case studies from Delta, an airline that is actively deploying mobile technologies.

Please don’t leave! How to retain your best talent

Failing to retain key employees is costly to the bottom line, especially when the aviation industry is short of skilled workforce and we need experienced leaders amidst increased competition. How to provide a positive employee experience? What are the unconventional ways of retaining talents?

Pre-order meals: New trends & concepts

Dining in the economy cabin is getting more exciting as almost every airline has jumped on the bandwagon to have a pre-order meal offers. This roundtable will look at what's happening in Asia and highlight some 'special service' concept meals (e.g. Airlines are in collaboration with brands or have specific themes.)
round tables

Protect your profits: Bottom-line effective disruption management

The airline industry has turned into a sharks’ pool. Survive or perish. New ways of attracting revenue has to be invented. Direct contact to the customer bypassing any middle man is of the essence. However, maintaining customer loyalty becomes more and more difficult. In this intricate balance, operations can do a lot to retain competitiveness. Handling irregularities in an excellent way addresses a cost position of up to 5% of the gross revenue of an airline. Learn and discuss with us how operations control is an integral part of the corporate value chain to boost your airline’s bottom line.
round tables

Rethinking the customer experience: Meeting and exceeding the demands of your passengers

With a lot of disruptive innovations from mobile to digital that are affecting traveller behaviours, we need to identify capability gaps, so we can catch up with customer demands and find ways to fill them. One might even say that we need to redefine our entire role within the customer journey itself.
Catherine De Leon, Programs Director, Cebu Pacific Air

The future of airline partnerships: Codeshare pacts or global clubs?

While some advocates for the three global clubs, others opt for a patchwork system of partnerships (e.g. codeshare, interline agreements, joint ventures and equity stakes), adding their interests now extend beyond the alliance ties. Join us to understand the changing partnership strategies

Unlocking total customer value - Are airlines missing the point of loyalty?

Many programmes focus on rewarding the best customer the "Fat Head" of customers. But should loyalty in the future be democratised to unlock the long tail of loyalty? How can airlines extend customer engagement principles beyond FFP? We will look at how you can unlock value from your most engaged members through advocacy with compelling data from the Ogilvy Millward Brown Loyalty Index showing the impact of social engagement particularly within the Asian Market.  With mid and lower tier spenders how can loyalty programmes be best leveraged to deliver a more personalised engaging experience to drive value? Beyond the programme, real loyalty is created through positive and negative experiences in travel. How can digital fuel experiences that drive emotional loyalty?
round tables

When crisis strikes, you say what?

Airlines have the best crisis management procedures in the world and are models for other industries to follow. Airlines have manuals, procedures, training, readiness and resources to manage minor and major emergencies. But with a pervasive digital and social media global platform, what you say at zero hour sets the tone for effective management of a crisis. 
Panel discussion

Panel: China’s aviation: Shifting the centre of gravity

China plans to allocate about 77 billion yuan (USD $12 billion) for investment in civil aviation in 2016. 66 new civil airports are planned during its next five-year plan. On top of that, the growth of international traffic on Chinese airlines in 2015 was 33%. That’s the same as the previous three years combined.  Its big 3 airline groups are increasing their international focus, international airlines are increasing partnerships with Chinese airlines and routes to China. And that’s to say nothing of its domestic growth potential. Quite simply, China could be the game changing market in Aviation. Join us as we explore what this means for the air travel industry in APAC and globally, and how we should plan ahead on partnerships, market development and customer strategies.

Panel discussion

D-i-s-r-u-p-t-i-o-n! Embracing change: How can airlines thrive in the age of digital disruption?

New start-ups are emerging every day that could change the face of the aviation industry as we know it. More airlines are focusing on innovation than ever before. But what does this really mean for our industry? This exciting panel discussion, closing day 1, will see explore the disruptive factors changing air travel and how airlines can prepare for the next level. Key areas that will be addressed include:

  • What does changing traveller behaviour mean for the air travel experience?  
  • Competing with the advent of new and innovative technology
  • The digitisation of everything: How to turn challenges into opportunities?
  • What will be travel’s next big thing? - New emerging technologies (e.g. Artificial Intelligence) and how the industry can prepare for a different reality
  • The forward thinking airlines: How to partner with the emerging potential game changers?
  • Challenging conventional assumptions and exploring new approaches

Networking Drinks Reception (Hosted by Spring Airlines; Exclusive Beer Sponsor: Heineken)

Join us for a drink at the end of a busy day of networking and learning at our Oriental Networking Drinks Reception hosted by Spring Airlines. With martial arts and street dancers from Shanghai and drinks sponsored by our Exclusive Beer Sponsor, Heineken, this is one networking event you shouldn’t miss. Did we mention it’s free with your premium conference pass?
last published: 21/Feb/17 15:06


Aviation Marketing, Wednesday 22 February 2017



Organiser’s opening remarks

Panel discussion

Keynote Interviews

Join us for a series of exclusive interviews, where leaders of major LCCs outline what it takes to succeed in the ultra-competitive low-cost market, how they are innovating their offering to stay ahead of the competition and their perspectives on how low-cost travel sector will evolve in the near and long-term.
09:00-09:15: Interview 1
09:15-09:30: Interview 2
09:30-09:45: Interview 3
09:45-10:00: Interview 4
Panel discussion

LCC Leaders Panel: How do you keep up?

The Asian LCC industry is changing rapidly. Everyday airlines are announcing new routes, ordering new aircrafts, offering new discounts and introducing new products and services. LCC leaders will join us in this panel to share how they keep up with the challenges facing low-cost travel in Asia and beyond, and what opportunities they are acting upon. Some of the issues they will address include:

  • How did the market change in 2016? What is the outlook for 2017 and beyond?
  • How can we overcome the critical challenges of overcapacity, weak profitability, pilot shortages, safety concerns and liberalisation?
  • What are the opportunities for LCC alliances, and is there a real appetite for them? Are we heading for a period of consolidation?
  • Where are the biggest new revenue generation opportunities for LCCs?

Exhibition Visit, Networking & Refreshments


Lisa Anderson Goode
Aviation Marketing

Going social: Integrating real, tangible social into your business model

  • Creating a truly social business model and what it really means
  • Creating a more effective digital business
  • Non-traditional applications of social – how to prioritise and properly integrate
Tina Di Cicco
Aviation Marketing

How social media is redefining crisis communications

  • Crisis communication: What to say, when to say and how to do it on social media?  
  • How to turn open communication from threats to opportunities
  • Practical tips for common and not-so-common crisis situations
  • Planning is key: What you should have set up right now, and what to do during and after the crisis?
Mr Brooks Thomas
Aviation Marketing

Panel: Mobile first and mobile only: What it means and why it matters?

  • Build: Why are we stuck in mobile tactics and app silos with little business value? How can we build an app or mobile website that actually helps our customers? What are the problems with our back-end legacy systems? How can we get the technology, interface design and communication concepts right?
  • Interact: It’s more than just a mobile app or a mobile optimised website; what are our customers looking for in mobile engagement? How can we get them to interact with our brand on mobile at every point of their travel and even daily life? What about real-time interaction?
  • Monetise: What are the innovative marketing and retail strategies to monetise our customer data?

Networking Lunch & Exhibition Visit


Raman Pal
Aviation Marketing

Back to basics: Why should airlines be thinking seriously about analytics

  • What can analytics tell you about your customers?
  • What infrastructure do you need to put in place to use analytics effectively?
  • Where does analytics fit within the cross-functional team and how can you get buy in from across your airline organisation?
Raman Pal, Consultant, Analytics, Mirum Agency
Mr Steven Greenway
Aviation Marketing

Rethinking loyalty for LCCs

Traditionally LCCs have based their value proposition on lower fares and largely avoided the frequent flyer programmes (FFPs). However, the increase in competition, coupled with the growing focus on business travellers, is leading LCCs to test new models, including FFPs.
  • Justifying loyalty investments: Are LCCs made for loyalty? What are the distinct advantages of being a LCC when it comes to introducing and managing a loyalty programme?
  • Loyalty programmes for disloyal customers
  • What are the added business values that loyalty programme brings to LCCs and can you get a profit out of it?
Panel discussion
Aviation Marketing

Panel: Using loyalty as an effective marketing strategy

Traditional loyalty has been about earning points for travel, but what are different ways that we can take care of our customers? Join us to explore challenges airline marketers are facing and how you can make smarter decisions to develop a deeper relationship with your passengers.
  • The challenges of building and nurturing direct customer relationship
  • Is the impact of FFPs on customer loyalty greatly exaggerated?
  • New and creative ways to offer passengers a range of rewards that continue to be relevant to them across their different life stages, whether they regularly fly or not
  • Data and analytics: How to make best use of the information we have to deliver the most valuable loyalty programme?
  • Exciting marketing vehicles to engage customers - From traditional social media platforms to a whole new gateway of messaging platforms
  • How do we respond to the widely-held notion that customer loyalty is dead and it’s all about price?



Exhibition Visit, Networking & Refreshments


Close of Aviation Festival Asia 2017

last published: 21/Feb/17 15:07





Call Adam Ball at +(65) 6322 2705 or email: adam.ball@terrapinn.com