ARMA Revenue Management
Virtual Summit 

Gain access to this
 valuable learning resource

50 Speakers, 12 Workshops, 
12 Genius Zone Sessions


optimise - innovate - educate

Productivity GUARANTEED
You will learn the latest revenue management and digital marketing strategies from leading industry professionals across the globe
 Practical discussion GUARANTEED
Connect "live" or consume the content when it suits you

 You have a 60 DAY ACCESS PASS
Connect and learn
Everything you'll learn is focused on helping you optimise your assets for recovery, reduce missed opportunity and innovate


9:50AM - Welcome and log in
Melissa Kalan, ARMA - Watch the video on the welcome page

10:00AM - 10:40AM - Opening Keynote
Mr Simon Westaway, Executive Director at Australian Tourism Industry Council and Strategy Director at Royce Communications

Simon currently leads Australia’s largest tourism member organisation (ATIC), advises large and smaller enterprises, (ASX / NZX listed and private) and engages Government on a range of corporate, strategic media, digital and public affairs and communication requirements. This includes government and regulatory affairs.

He has been a senior executive within Australian & South East Asian aviation and tourism, mineral resources, agriculture and private health sectors businesses. These have included BHP Limited, the Qantas Group, Tourism Australia, Orica Limited and Medibank Private Limited.

Simon is across all things related to the current pandemic and appears regularly across the media, join Simon as he opens the Summit with his outlook and hopes for the tourism industry.

10:50AM - 11:45AM - Expert Workshop

How should revenue management and pricing change to adapt to long-term changes in customer behaviour? 

Facilitator: Mr Jason Carley - Simon-Kucher & Partners

Simon-Kucher is the world’s leading pricing advisory. 
Jason has been with Simon-Kucher for over 12 years, with consulting experience across a broad range of travel sectors, including: airlines, hotels, cruise operators, airports, events, GDS’. 

Jason has extensive experience across multiple industries including logistics, software, internet companies, business services and consumer goods and has deep expertise in a range of pricing, sales and commercial strategy topics.

Jason is a popular presenter at the ARMA Revenue Management Summit and Part 1 of this expert series was very well received recently by industry. 

Join Jason as he explores Part 2 of the Commercial Strategy Series.

BREAK - 15 minutes

12:00PM - 12:30PM - Revenue Management Panel
 "Crowd Sourcing" - Get your questions answered

1. Mr Alessandro Crotti - Founder and CEO at DirectYourBookings
2.Ms Katrina Wallace - National Revenue Manager, NRMA Parks and Resorts
3.Mr Manav Khera - Revenue Director at Revnmore Consulting
4.Ms Celeste Loh - Founder & Owner theREVpeople Solution
5. Matthias Dybing - Director at Nuvho - The Hotel Collective

Moderator: Melissa Kalan, ARMA

BREAK - 30 minutes

1:00PM - 1:30PM - Outlook Deep Dive
Mr Matthew Burke, Regional Manager Pacific -  STR

In this session, Matthew will explore at a granular level some of the key themes presented from the webinar including what can we take from past downturns that can be used to help guide future decisions. Matthew will also answer any of your burning questions around recent and future market performance. 


1:45PM - 2:15PM -  Mr Joe Ellingham
Revenue Management Consultant at Revenue Team 
Responsible Distribution and Crisis Recovery

This session has been designed to raise your awareness of each channels cost and explains how they should be considered when making pricing and distribution decisions. You will explore topics such as wholesale vs retail pricing gap, costs of distribution, and channel profit. Further, as the current global health crisis evolves, Joe will share insights from his experience recovering from events such as the cyclones in Fiji and Samoa; C.Winston 2016 (Cat 5) closed Sheraton Tokoriki for 11 months; C.Gita 2018 (Cat 4) closed Sheraton Aggie Greys for 8 months.

2:30PM - 3.00PM - Mr Alessandro Crotti
Founder and CEO at DirectYourBookings
Direct-Booking Mentor
Where Marketing meets Revenue & Distribution. 

Like the 2 human brain hemispheres, connected by a bundle of nerve fibers, representing the emotional and rational sides of us...

The point is: can Marketing and Revenue function without the other? 

Join Alessandro "live" as he guides you through 2 practical case studies (no theory) that showcase the incredible results of a bundled revenue/marketing strategy and data tracking, as opposed to the consequences of not having one. 


3:50PM - 4:20PM- Ms Kim Jeffrey and Naomi Pucko
Managing Director & Director of Operations at Koncept Konnect
Direct communication and revenue GOLD

How do you effectively communicate directly with your customers, including tips on driving a successful email marketing strategy.

4:30PM - 5:00PM - . Ms Avril Carter
Sales Director Australasia at ReviewPRO
Take Control of Post-Pandemic Communication to Drive Trust & Bookings
As we enter this phase, hotels are reopening and facing a whole new landscape. Resilient and determined, this is hospitality at its best. But what you really need now is guests, and lots of them.
In this session learn how you can garner trust and drive bookings via solid online communication habits.  Join Avril as she explains why your online reputation is of utmost importance as doors open, learn why the new search criteria on review sites is crucial for you to master and hear how hoteliers and brands are managing these challenges. 

In this workshop you will learn:
• The latest data related to traveler trends, sentiment, and            behavior
• Best practices in pandemic communications across your digital footprint
• How to best use management response for pandemic reviews and queries
• How analysing guest intelligence helps to understand expectations and shape communications

5:15PM - 5:30PM - Virtual Drinks
Join with your own choice of beverage and raise your glass as we capture our Virtual Summit social share moment from day 1.

Day 1 Workshop Zone - Available any time in your event portal 


 9.50AM - 9.55AM - Welcome
Melissa Kalan, ARMA

10:00AM - 10.15AM - How to build and navigate a successful relationship between sales and revenue management professionals
Facilitator: Ms Sharon Cauldwell - Director of Sales ANZ, Next Story Group

10:35AM - 11:00AM - "The Chat" Session
Mr James Wilkinson, Award winning anchor of the WAYFARER Executive Travel TV show, Editor-In-Chief of HM and hotel industry advisor
Q&A with Melissa Kalan

BREAK - 20 minutes

11:25PM - 12:00PM - Demand Marketing Panel

1. Mr Scott Rees - Senior Marketing Hospitality Professional
2.Ms Kari Hunter - General Manager Marketing at Choice Hotels Asia-Pac
2.Mr Andy Jiang, Managing Director at Andy Wilson

Andy Jiang is an independent consultant who develops new ideas and frames new perspectives to help businesses succeed. Prior to having his own adventure, Andy ran the China operation at Tourism Australia, responsible for growing China to become the largest inbound visitor market for Australia. Before that, Andy ran Deloitte’s China business unit in Australia, responsible for attracting strategic investments for energy, resources and agriculture projects.
A Shanghai native from Texas, Andy is fluent in Mandarin, has a Chartered Financial Analyst designation, received MBA from INSEAD and loves trading foreign currencies.

Moderator: Adrian Caruso - Founder and CEO at Fastrack Group

BREAK - 60 minutes

1:00PM - 1:45PM - Expert Workshop

Understand Your 4-Digit Success Code - a personal and professional game changer!

Facilitator: Mr Paul Burgess - Founder & CEO of Link-Up International.

Virtually every person on the planet has now been confronted and challenged by the sudden and significant change and uncertainty the world is currently facing. We are all trying to do our best to cope with the ongoing confusion, fear and anxiety of new laws, constraints, isolation and other changing social and family dynamics – and all while leading ourselves, our family, and our colleagues through it – as safely as we can.
We’re all in this together, yet everyone is affected differently – and everyone copes differently. For those wanting to use this unprecedented time as an opportunity to be the very best version of themselves this session is about helping you stay acutely self-aware, in-stride and at your best.

The Instinctive Drives® team started with a fascination with human motivation and what people need to operate at their best which took Paul Burgess on a journey of exploration and discovery that, in 1991, led him to create Instinctive Drives®.

I met Paul a number of years back and was fascinated by his session and the value I found in the I.D.™ system both personally and professionally. In this time of immense change I reached out to Paul as I know how rewarding you will find not only spending time with him but also completing your own I.D.™ Questionnaire.

Join Paul in this not to be missed "live session" as he uncovers a person’s innate drives and motivations to reveal why a person does what they do and exactly what they need to be at their best.

** All delegates can complete complimentary their own I.D.™ Questionnaire (valued at $50 USD) prior to the session and receive their own report detailing their 4-digit success code which has life time value **

BREAK - 45 minutes

2:30PM - 2.45PM -  Mr Gordon Bayne
Chief Revenue Officer at 10Travlr & THE BALI BIBLE

There's no place like home – how can we think out of the box ?
The new Covid customer does not relate or care for pre-historic messaging or pricing strategies. 
We have surveyed over 1 million of our customers within our communities of 10 Travlr, The Bali Bible, CH10 (Channel 10) and FlexiGroup here in Australia and will share with you what they had to say and how they want it. 

We will let you shape your opinion on how you can work with 10 Travlr and our television partnership with CH10 (Channel 10) to 
showcase your property across CH10 (Channel 10) with no upfront costs and an investment in the ‘experience and offer’ for your customers.

3:00PM - 3.30PM - Leverage big data and analytics to predict future market demand

The hospitality industry has been one of the hardest-hit sectors during the crisis. In the post-COVID world, historical data will no longer be reliable. In order to more accurately forecast volatile demand, hoteliers need to utilise a wide variety of data inputs and insights to help gauge the earliest indicators of demand to gain market share in this recovery stage. 

Facilitator: Mr Amit Peshawaria, Head of Sales - Asia Pacific and Oceania at OTA Insight

BREAK - 30 minutes

4:00PM - 4:30PM - "The Chat" Session
Mr Robert Hernandez, Chief Data Scientist - Origin World Labs
Robert Hernandez is an expert in the field of Revenue Analytics and Optimization. He has spent the last 15 years of his career building data-driven forecasting and optimization models for companies in over 20 different industries, from tech to tourism. Robert began his career at the Walt Disney Company in Revenue Planning. He is a specialist in the Science and Mathematics of Revenue Management. He has engineered innovative work in the hospitality industry, increasing profit through the development of sophisticated pricing and forecasting models.
Q&A with Melissa Kalan

4:45PM - 5:00PM - Total Revenue Management
Derek Martin - Founder of TrevPAR World, Africa

Day 2 Genius Zone - Available any time in your event portal 
Hear Summit experts share insights, tips and best practice advice on a range of topics designed to help you optimise your business in 15-minute practical strategy sessions.

Thought leaders:
1. Kerry L. Chew - Partner Hotels, Tourism & Leisure at nem Australasia
2. Manav Khera - Revenue Director, Revnmore
3. Melissa Kalan - Founder, ARMA
4. Matthias Dybing - Director, Nuvho - The Hotel Collective
5. Ted Horner - CEO of E Horner & Associates - 
Q&A with Melissa Kalan
6. Rachel Finney - Director of Sales and Marketing, Koncept Konnect
7. Melissa Kalan - Founder, ARMA
8. Mauro Risch - The Hotel Photographer
9. Duncan Waterman - Country Manager Australia & New Zealand, D-Edge Hospitality Solutions & Oliver Shin - Digital Media Manager APAC
10. Katie Hokin - Founder & Director AccomBoost
11. Vijesh Yoganathan - Head of APAC, Oaky
12. Marika Sanigorska - Key Account Director at SiteMinder 
13. Ms Shannon Knapp - Product Consultant at SiteMinder
14. Ms Avril Carter - Sales Director Australasia - ReviewPRO

Genius Zone Topics:
Your online presence health check and the GDS - Kerry
Market segmentation - Manav
Trends and shifts in distribution - what has changed, what is trending across channels and what does it all mean? - Marika and Shannon
Intelligent discounting - 5 top tips for your survival - Matthias
Technology dependence to manage demand - Ted & Melissa
Rate management and contracting - Rachel
How to complete a daily pick up report - Melissa
How one perfect photo is worth 1000 bookings  - Mauro 
Cost effective techniques to maximise your bookings using digital marketing tools - Duncan
Your 5 most common questions answered about using Social Media - Katie 
Find out why Facebook Ads is the best advertising platform - Katie 
How to improve your online reputation - Avril 


Mr Robert Hernandez 
Chief Data Scientist - Origin World Labs
Cross-Price Elasticity Analysis and the Myth of the CompSet

Mr Adrian Caruso
Founder and CEO at Fastrack Group
Get ready for the rebound: How to market in a new world

Mr Scott Pusillo
Vice President, North America Business Development at Sabre
Sell your way to recovery - prepare for the return of travel demand

As demand conditions change around the globe, it is more important than ever to look at lessons learned from our past to help hotel revenue leaders make good decisions. Although there is no parallel for what we are experiencing in the market today, drawing from prior experience is a helpful starting point as hoteliers plan for the future. In this session, hear some recent experiences and lessons learned from a hospitality industry veteran, including thoughtful revenue management tactics to win during a recession.

Mr Peter Ferris
Director of Global Sales and Marketing at RMS
Revenue Management Strategy
Join Peter as he moderates a revenue management hang out chatting with experienced industry professionals (with a combined RM experience of over 50+ years) and focusing on 4 key discussion areas.

Mr Anand Churi
Regional Manager - Australasia, RateGain
Mr Sushmit Mazumdar 
Senior Manager - Sales, RateGain
The Customer Journey

Join this workshop as Anand and Sushmit share with you insights on global booking trends, how to simplify the distribution journey, explore new source markets and a whole lot more!

Mr Juan Ruano
Director of Hospitality Solutions, EMEA at Duetto
Ms Tasneem Mukadam
Director of Customer Success, APAC at Duetto
Revenue strategy as a way forward

Join Tas and Juan from Duetto and learn about how to make the transition from revenue management to revenue strategy. Discover what tools you may need to succeed. Learn how to better adapt to changing market conditions. Hear what questions you should ask your technology vendors to get the right solution for your business.

With years of experience in both on-property revenue strategy and working in hospitality technology, Tas and Juan will cover all these questions and more during their session.

Mr Edwin Saldanha
Head of Marketing at STAAH
How to improve your cash flow using vouchers

Mr Patrick Andres
Regional Vice-President, Oracle Hospitality
Ms Manon Campbell
Senior Director, Oracle Hospitality
Mr Cody Nielsen
Solution Engineer, Oracle Hospitality
Kimberly Doucette
Solution Engineer, Oracle Hospitality
Navigating Hospitality's New NEXT

Navigating an altered marketplace requires timely research that can provide insights to manage the challenges ahead and seize opportunities that change most certainly will bring. 

We will share results from A Data-Driven Look at Hospitality’s Recovery, a joint Oracle-Skift Media study that surveyed more than 1,800 hotel executives and 4,600 consumers worldwide to understand how their expectations and actions are shaping the new hospitality landscape. We will also preview Oracle’s Technology Guide for a Touchless Guest Journey, which converts the research findings into an actionable plan for contactless operations.  

Join the workshop. Learn how you can navigate the new “next.”

Ms Naomi Pucko
Director of Operations at Koncept Konnect
Distribution beyond OTAs

Join Naomi as she walks you through other key distribution channels that make up the travel eco-system and how they can bring value to your business"

Ms Melissa Kalan
Founder, ARMA
How to communicate value and increase conversions

Mr Damiano Zennaro
Director of Global Advisory Services, IDeaS
In every challenge lies an opportunity! It is time for a new way of thinking revenue strategy

With the pandemic, the (re)positioning of revenue management is more important than ever. In this workshop, we will provide you with helpful tips and strategies on how operators can better position themselves for success in a market with uncertainty. How do we move away from revenue towards profit and guest journey optimisation? How can you better position yourself to become strategists in a new era of optimisation culture?

Ms Melissa Kalan
Founder, ARMA
Grow your value ladder so you can reach more people and make more money

What's included..

  • Keynote presentations
  • Q & A 
  • Revenue Management Panel 
  • Demand Marketing Panel
  • ​Workshops
  •  Genius Zone 15-minute strategy sessions
  • ​Expert Sessions
  •  60 Day Access Pass
  • ​50 speakers
  • ​12 workshops
  • ​12 genius zone sessions

28 & 29 July 2020

With leading experts and learn strategies

With a desktop, tablet or mobile

Hosted by ARMA
Australian Revenue Management Association

Gain a Qualification
 delivered 100% online
Developed and delivered in partnership with Torrens University Australia.
 Gain a qualification in a highly valued skill set that is in demand globally
Copyright © 2020 Australian Revenue Management Association. All Rights Reserved. ABN44160999262
The Summit 2021 - August 19 & 20, 2021 - MELBOURNE   * pricing and agenda can be subject to change *