ConventionProgram 2011:...................................................................................................itB Future Day Page 4The future in the fields of economy, society and travel patterns...................................................................................................itB HosPitality Day Page 10Innovative concepts, new strategies and mobile technologies in the hotel industry...................................................................................................itB marketing anD DistriBution Day Page 16Strategies and exclusive studies for marketing and distribution...................................................................................................itB Destination Days Page 5, 11, 17Best practices in destination management...................................................................................................itB Csr Day Page 13Sustainability and social responsibility in the tourism industry...................................................................................................itB eCo-moBility Day Page 19Current state of climate-friendly mobility and best practices...................................................................................................itB Business travel Forum Page 6, 7, 12, 18Workshops and panels about business travel ...................................................................................................PhoCusWright@itB Page 7Marketplace Chaos: Spotlight on Technology & Innovation...................................................................................................PhoCusWright@itB new meDia summit Page 14...................................................................................................itB exPerts Forum wellness Page 15...................................................................................................Dgt@itB tourism eDuCation Day Page 9...................................................................................................

the latest information is available on itb-convention.com

itB Berlin ConventiontHe LeaDIng traVeL InDuStry tHInK tHanK

09 – 11 march 2011, itb-convention.com

Co-Host:

Official Partner Country

Partner:Convention & Culture Partner:

Dear guests,

For the past 13 years Mongolia has successfully participated in the ITB Berlin. This year Mongolia is the official Convention and Culture Partner of ItB, an unprecedented event in the history of this prestigious tourism and travel convention and a great honor for us. the centuries long nomadic civilization, a unique cultural heritage of Mongolia is thriving in her 2.7 million people. Mongolia, nestled in the heart of asia with peculiar climatic conditions and wide open spaces of steppes and semi-arid regions occupying 70 percent of the 1.5 million km2 made the country a craddle of nomadic civilization. the traditional way of living friendly to nature has certainly drawn attention as a means of sustainable development. Mongolia is one of the few countries that carried its unique nomadic culture into the 21st century intact and thus, enriches the pallette of the world culture. the diversity of Mongolian cultural assets such as traditional morin khuur, naadam festival, and khuumii are all part of the Intangible Heritage of the Humanity. the Orkhon Valley, landmark of great nomad empires of the past and uvs nuur Basin are registered in the World Heritage List. tourism in Mongolia is thriving with more than 450 thousand tourist arrivals on average per annum. Our policies ensure sustainable tourism development through nature-friendly, tradition-sensitive, and people-centered practices. Mongolia as a Convention and Cultural Partner will host our guests at 26C Main Hall, 10.2 Cultural Hall, and 4.1 eco-tourism Hall stands. Join us at ItB Destination Day – Mongolia Forum, CSr Day and the Press Conference.experience our genuine hospitality at many our receptions, sights and sounds of Mongolia at cultural per formances and art exhibitions, and many more. Familiarize yourself with Mongolia – a fascinating destination where tradition and modernity coexist in harmony. Discover Mongolia deeply rooted in the Mother nature and her people bound by tradition and openness! Visit us, you are most welcome.

gansukh Luimed

Dear Visitors,

It is a great pleasure for the Syrian Ministry of tourism to be the Co-Host of the ItB Berlin Convention 2011 for the first time, aiming to build up a longer partnership with the ITB for the coming years and enhance our tourism rela-tions with germany, our largest european source market as well as collaborating with german tour operators as our strategic partners. For germans, Syria has become one of the new important tourism destinations. as a result, German guests took the first place among the European arrivals over the last few years, reaching to 72000 tourists in 2010 with a growth rate of 34% compared to 2009. the long term partnership between Syria & germany is reflected through Syria’s regular presence at ITB, CMT in Stuttgart, Syria’s presence at the “Treasures of Ancient Syria, the discovery of the Kingdom of Qatna” in Stuttgart in 2010. Moreover, the Syrian government is cooperating with the gtZ agency in different technical projects. the MOt has also recently established the german club which gathered all Syrian tour operators to effectively promote Syria in germany & ensure all required facilities for the german tO. I would like to take this opportunity to inform you about the current state of tourism in Syria. Syria welcomed over 8.5 million arrivals in 2010 with the growth rate of 40% compared to 2009. Syria is a distinct tourist destination; it is a cradle of civilizations & religions. this explains why the Syrians live together in harmony. Having successfully marketing Syria & Damascus as destinations, we are promoting Palmyra & aleppo as new single desti-nations. add to that, 6 archaeological sites recorded in the uneSCO World Heritage register, Old Damascus, Old aleppo, both of which are crowded with bazaars, public baths, and boutique hotels, Palmyra, Bosra, Saladin Castle, Crack de Chevaliers & other sites in the process to be added to the register. Hospitality, unrivalled safety & security and the dazzling cuisine are few of the great memories that tourists take back with them. I would like to pass on my message through ItB Convention that we are making intensive efforts to continue to build Syria as a major international tourist destination for germans.

Warm wishes, Dr. Saadalla agha al Qalaa

Dr. Martin BuckDirector CompetenceCenter travel & LogisticsMesse Berlin gmbH

Hon. Gansukh LuimedMinister of nature, environment and tourism of Mongolia

Dr. Saadalla Agha Al Qalaa Minister of tourism, Syria

Dear ItB Berlin Convention Participants, It seems hard to believe: One year ago, the global economic crisis hung like a black cloud over the interna-tional travel industry. today, just 12 months later, the mood has – apparently – turned around and things are moving in a much more positive direction.the ItB Berlin Convention from 9-11 March 2011 – the leading think tank for the global tourism industry – has resolved this year to look ahead. the programme features more than one hundred events with over 200 top-ranking speakers from the international travel industry. ItB eco-Mobility Day is a new theme day created to consider eco-friendly strategies for the future. Follow-ing its successful debut in 2010, the ItB Media Summit will be held again this year. emerging markets in asia are also a key topic.We are confident that together with Mongolia, our official ITB Convention & Culture Partner, and our Co-Host Syria we have a program that is sustainable in the very best sense of the word and makes top knowledge available, free of charge. On behalf of Messe Berlin, the ITB Berlin Convention team and Poland our Official ITB Berlin Partner Country, I wish you three informative and inspiring days at the convention.

Sincerely, Dr. Martin Buck

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HALL 7.1 B auDItOrIuM LOnDOn

itB Future Day itB HosPitality Day itB marketing anD DistriBution Day

HALL 7.1 A auDItOrIuM neW yOrK 1

itB Destination Day 1 Mongolia Forum Culture tourism asia Panels

itB Destination Day 2 Latin america Forum africa Forum Danube Forum Poland Forum

itB Destination Day 3Spain Forumalpine ForumCity Destinations

HALL 7.1 A auDItOrIuM neW yOrK 2

itB Business travel Forum ItB MICe Day Business travel young Professional Day (Hall 5.1)

itB Business travel Forum

Business travel Strategy Day

itB Business travel Forum

Business travel Day for Operational excellence

HALL 7.1 A auDItOrIuM neW yOrK 3

itB CorPorate soCial resPonsiBility Day

itB eCo-moBility Day

HALL 7.3 auDItOrIuM eurOPa

PhoCusWright@itB Marketplace Chaos: Spotlight on technology & Innovation

PhoCusWright@itBnew Media Summit (Hall 7.1c, etravel Lab)

HALL 7.3 auDItOrIuM BerLIn

itB exPerts Forum wellness

HALL 5.1Stage

Dgt@itB tourism eDuCation Day

Convention Program /KongressProgramm

itB Berlin Convention takes up various aspects of climate change and sustainability in more than 20 events. make sure to watch out for the Csr-icon! /Der ITB Berlin Kongress greift in über 20 Veranstaltungen Aspekte des Klimawandels und des nachhaltigen Tourismus auf. Achten Sie auf das Baum-Icon!

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all sessions will be translated simultaneously into german and english. (except all sessions in Hall 7.1c and Hall 5.1)Alle Veranstaltungen werden deutsch und englisch simultan übersetzt (Ausnahme alle Veranstaltungen in Halle 7.1c und Halle 5.1.) as of: / Stand: 25 February 2011

overview / ÜBerSICHT

TOP KNOWLEDGE FOR FREE!

– included in your ITB Berlin Ticket

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itB Future DayHall 7.1B, auDitorium lonDon

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Mega-trends affecting the economy and society. Impacts on the global tourism industry. The latest forecast figures. Marketing communications and public relations. sponsor of the itB Future Day is the european tourism Futures institute. / Megatrends in Wirtschaft und Gesellschaft. Auswirkungen auf die Tourismusbranche. Topaktuelle Forecast-Zahlen. Marketingkommunikation und Pressearbeit. Sponsor des ITB Future Day ist das european Tourism Futures Institute. Hosted by: Prof. Dr. roland Conrady, Scientific Director of the ITB Berlin Convention, University of Applied Sciences Worms

11.00 – 11.15 Convention inauguration / KONGreSSerÖFFNUNG

11.15 – 11.30 welCome sPeeCH By Convention & Culture Partner mongolia / GrUSSWOrT DeS CULTUre & CONVeNTION PArTNerS MONGOLeI • Hon. luimed gansukh, Minister of Nature, environment and Tourism, Mongolia Join us at ITB Destination Day 1 - Mongolia Forum, ITB CSr Day and our press conference.

11.30 – 13.30 keynote session: itB gloBal Future anD trenDs summit The findings of renowned futurists regarding demographic & technological changes, new trends in purchasing and travel behavior. / erkenntnisse renommierter Zukunftsforscher zu demographischem und technologischem Wandel, neuen Trends im Kauf- und reiseverhalten.

11.30 – 11.50 tHe Future oF tHe travel inDustry: sCenarios For 2020 Findings from futurology research into developments at hotels, destinations and modes of transport. / ergebnisse der Zukunftsforschung zu entwicklungen bei Hotels, Destinationen und Verkehrsträgern. • rohit talwar, CeO, Fast Future research

11.50 – 12.10 DemograPHiC anD soCial CHange / DeMOGrAPHISCHer UND SOZIALer WANDeL The influence of aging and shifts in attitudes on society and businesses. / einflüsse von Alterung und einstellungswandel auf Gesellschaft und Unternehmen. • Christian Böllhoff, CeO, Prognos AG

12.10 – 12.30 CommuniCation anD Booking Patterns in times oF soCial meDia / KOMMUNIKATIONS- UND BUCHUNGSVerHALTeN IN ZeITeN VON SOCIAL MeDIA what do travel companies need to do in order to optimally organize their future communication with customers? / Was müssen reiseunternehmen tun, um Kundenkommunikation zukünftig optimal zu gestalten? • Christine Petersen, President, TripAdvisor for Business • Interviewed by: Claudia kleinert, TV Presenter

12.30 – 12.50 teCHnology revolution / TeCHNOLOGISCHer WANDeL which technological innovations are on the way, and how can travel companies take advantage of their potential? / Welche technologischen Innovationen kommen noch und wie können reiseunternehmen die Potentiale nutzen? • Dr. Bernd Fauser, Head of Global Travel Top Accounts, Google

12.50 – 13.30 Panel DisCussion / PoDIumsDIsKussIon Moderated by: Claudia kleinert, TV Presenter • Christian Böllhoff, CeO, Prognos AG • Dr. Bernd Fauser, Head of Global Travel Top Accounts, Google • Christine Petersen, President, TripAdvisor for Business • rohit talwar, CeO, Fast Future research

13.45 – 14.30 itB worlD travel trenDs rePort: ForeCasting gloBal anD euroPean tourism – in CooPeration witH iPk international the latest forecast data on global travel patterns from the world’s largest travel survey – essential for decision makers. / Die aktuellsten Forecast-Daten zum reiseverhalten aus der weltgrößten reiseumfrage: Unverzichtbar für entscheider. • rolf Freitag, CeO, IPK International

14.45 – 15.30 trenDs anD innovations in marketing CommuniCation anD aDvertising / TreNDS UND INNOVATIONeN IN MArKeTING-KOMMUNIKATION UND WerBUNG innovations like neuromarketing and location-based targeting: concepts and examples. / Innovationen wie Neuro- marketing, realtime- und location-based targeting: Konzepte und Beispiele. Moderated by: Prof. Dr. roland Conrady, Scientific Director of the ITB Berlin Convention, University of Applied Sciences Worms • Beate Hafeneder, Country Manager Germany, Specific Media • thomas Helbing, Member of the Board of Directors, ray Sono AG • Dr. ingo markgraf, Head of Marketing, rewe Touristik GmbH • Prof. Dr. David scheffer, Nordakademie University, 180° visual systems GmbH, Institute for Neuropsychological Market research

15.45 – 16.30 Hot toPiC: miDDle east Crisis – FlasH in tHe Pan or Permanent Crisis For tourism? / TOP-THeMA: NAHOST-KrISe – STrOHFeUer ODer DAUerKrISe FÜr DeN TOUrISMUS? the future of tourism in the middle east. / Die Zukunft des Tourismus in der Nahost-region. Moderated by: to be announced • Hebatallah ismail Hafez, Middle east expert, Deutsche Welle (invited) • Dr. taleb rifai, Secretary-General, World Tourism Organization (UNWTO) • samih sawiris, Chairman & CeO, Orascom Development

16.45 – 17.30 Break tHrougH: How to seDuCe Consumers to your Destination! / tourIstenumwerBung Der DeSTINATIONeN: PreSSeArBeIT ALS erFOLGSFAKTOr! The role of press relations in the selection of destinations. The influence of social media. / Die rolle der Presse bei der Wahl der Destination. einflüsse von Social Media. • keith Bellows, editor-in-chief, National Geographic Traveler

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Challenges and a variety of perspectives in international destination management: mongolia, the Convention & Culture Partner of itB Berlin 2011, mexico, turkey and emerging asian travel markets. / Herausforderungen und Perspektiven im internationalen Destinations-management: die Mongolei als Convention & Culture Partner der ITB Berlin 2011, Mexiko, die Türkei und aufstrebende asiatische reisemärkte.

11.50 – 12.00 oPening oF tHe Convention / KONGreSSerÖFFNUNG • Prof. Dr. roland Conrady, Scientific Director of the ITB Berlin Convention, University of Applied Sciences Worms 12.00 – 13.30 mongolia: Close to nature – riCH in Culture. PersPeCtives For a moDern Destination / DIe MONGOLeI: NATUrNAH – KULTUrreICH. PerSPeKTIVeN FÜr eINe MODerNe DeSTINATION Moderated by: Prof. Dr. wolfgang georg arlt, West Coast University of Applied Sciences, Heide 12.00 – 12.30 welCome: Cultural tourism – tHe Case oF mongolia / eInleItung: KULTUrTOUrISMUS – Das BeIsPIel mongoleI • Hon. luimed gansukh, Minister of Nature, environment and Tourism, Mongolia • Hans-Jürgen Beerfeltz, State Secretary, Federal Ministry for economic Cooperation and Development, Germany • Dr. taleb rifai, Secretary-General, World Tourism Organization (UNWTO) Presentation: Perspectives of tourism development in mongolia / Vortrag: Perspektiven der touristischen entwicklung in der Mongolei: Batbold Dorjgurkhem, Director of International relation Division, Ministry of Nature, environment and Tourism

12.30 – 13.00 Culture nation mongolia – tHe view From outsiDe / KULTUrNATION MONGOLeI – Der BLICK VON AUSSeN Presentation: Culture, Festivals and music / Vortrag: Kultur, Festivals und Musik • Prof. Bernhard wulff, Cultural Ambassador of Mongolia, University of Music Freiburg Presentation: Cultural monuments of mongolia / Vortrag: Kulturdenkmäler der Mongolei • Prof. Dr. Jan Bemmann, Pre-and early History Archaeology, University of Bonn Presentation: international markets and Future Potential for Cultural tourism / Vortrag: Internationale Märkte und Zukunftschancen für Kulturtourismus • michaela tedsen, Area Management Asia, Switzerland and Austria, Studiosus reisen München GmbH

13.00 – 13.30 mongolia – moDern tourism Culture / MONGOLeI – MODerNe TOUrISMUSKULTUr Presentation: tourism as a tool to preserve cultural heritage and nomadic traditions / Vortrag: Tourismus als ein Instrument zur Bewahrung des kulturellen erbes und nomadischen Traditionen • Damba gantemur, Chairman, Sustainable Tourism Development Centre in Mongolia Presentation: Culture and landscape shaping tourism / Vortrag: Kultur und Landschaft – prägende elemente für den Tourismus • indraa Bold, Director of the Governing Board, Mongolian National Tourism Organization

Q&a: Competitiveness of mongolia as a cultural tourism destination / Fragen und Antworten zur Wettbewerbsfähigkeit der Mongolei als kulturelles reiseziel

13.45 – 14.15 Culture tourism in mexiCo / KulturtourIsmus In meXIKo Cultural routes, tour operators and cultural fairs – are they particularly effective? / Kulturrouten, reiseveranstalter- und Kulturmessen – die effektivsten Maßnahmen? •gloria guevara manzo, Tourism Minister, Mexico

14.25 – 14.50 Culture tourism in turkey: in searCH oF tHe Hittites / KULTUrTOUrISMUS IN Der TÜrKeI: AUF DeN SPUreN Der HeTHITer The significance and marketing of historic sites in the tourism industry. / Bedeutung und Vermarktung historischer Stätten im Tourismus. • Prof. Dr. Ünsal yalcin, German Mining Museum Bochum

15.00 – 15.45 itB asia Panel 1 – BrougHt to you By itB asia – auDienCe witH tHe travel leaDers trends and market opportunities in the booming region of asia. / Trends und Marktchancen in der Boomregion Asien. Moderated by: siew Hoon yeoh, Director, TheTransitCafe.com, editor & Producer, Web In Travel; • Hiran Cooray, Chairman, PATA Travel Association • mason Florence, executive Director, Mekong Tourism Coordinating Office (MTCO) • aw kah Peng, CeO, Singapore Tourism Board (STB) • Brian williams, Managing Director Swire Hotels • To be announced, Secretary of State, Cambodia

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Dr. Bernd Fauser, google

Dr. taleb rifai, World tourism Organization (unWtO)

Keith Bellows, national geographic traveler

gloria guevara Manzo, tourism Minister, Mexico

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16.00 – 16.45 itB asia Panel 2 – BrougHt to you By itB asia – How to Cater, reaCH anD ConneCt to a new BreeD oF soPHistiCateD CHinese Consumers / Der NeUe CHINeSISCHe TOUrIST: HerAUSFOrDerUNGeN FÜr PrODUKTPOLITIK UND VerMArTUNGSSTrATeGIeN VON TOUrISMUSANBIeTerN new products and social media strategies for recruiting the new Chinese target groups / Neue reiseangebote und Social Media-Strategien zur Gewinnung der neuen chinesischen Zielgruppen. Introductory Presentation: Jens thraenhart, President, Dragon Trail (Beijing, China) Moderated by: Prof. Dr. wolfgang georg arlt, Director, China Outbound Tourism research Institute (COTrI) • raymond Chen mingqiong, General Manager Berlin Office, Hainan Airlines • Declan Hurley, VP Marketing, ritz Carlton Hotel Company • Jens thraenhart, President, Dragon Trail (Beijing, China) • angelos vlachos, Greek National Tourist Organization (GNTO), former China Director (Beijing) & Tourism Policy Advisor

17.00 – 17.45 itB asia Panel 3 – BrougHt to you By itB asia – unDerstanDing tHe new asian Customer / Der neue ASIATISCHe KUNDe: DAS UNBeKANNTe WeSeN? the new asian customer’s attitudes towards information and bookings. / Informations- und Buchungsverhalten des neuen asiatischen Kunden. Moderated by: siew Hoon yeoh, Director, TheTransitCafe.com, editor & Producer, Web In Travel • alvin Ch’ng, Commercial Director, Asia Pacific, TripAdvisor for Business • martin symes, CeO, Wego • Frank trampert, Director, Circos Brand Karma

Quality and cost control should not be a gamble when planning events. well-tried solutions mixed with innovative concepts may prove to achieve the best results.Hosted by: mario schmidt, Owner, SCHMIDTfabrik-medianetwork

10.30 – 10.40 welComing sPeeCH / grusswort • gerhard Bleile, President, Vereinigung Deutscher Veranstaltungsorganisatoren e.V.

10.40 – 11.30 keynote: Qnigge® in event management / QnIgge® IM VerANSTALTUNGSMANAGeMeNT How event planners and suppliers work together to delight their customers through service and quality, thereby ensuring the event’s return on investment. / Wie Veranstaltungsplaner und Dienstleister gemeinsam durch Service und Qualität ihre Kunden begeistern und für den return on Invest aus einer Veranstaltung sorgen • markus weidner, Quality expert, Qnigge® GmbH

11.45 – 12.30 miCe as a BlaCk Box? not neCessarily! / MICe IMMer NOCH eINe BLACKBOx? DAS MUSS NICHT SeIN! well-prepared processes will reduce internal and external expenses for procuring events while securing quality standards. a miCe policy is helpful. / Klare interne Prozesse beim einkauf von Veranstaltungen führen zur reduzierung von internem Aufwand und externen Kosten, ohne dass dadurch die Qualität der Veranstaltung leidet. eine MICe-richtlinie hilft dabei. • rüdiger krenz, Lecturer, VDr-Akademie

13.30 – 14.15 Quality events neeD Quality BrieFings / QUALITäTS-eVeNTS BrAUCHeN QUALITäTS-BrIeFINGS A good briefing is a prerequisite for a successful event. How to avoid typical mistakes and improve the collaboration between corporate buyer and agency. / Welche Fehler werden im Briefing-Prozess besonders häufig begangen, und wie können sie vermieden werden? Wie kann die Zusammenarbeit von Unternehmen und Agenturen verbessert werden? • Prof. Dr. Hans rück, Dean of the Department Tourism and Transport, University of Applied Sciences Worms

14.30 – 15.15 management By aPPle seeDs – How to Come uP witH gooD iDeas / MIT IDeeN CHANCeN erSCHAFFeN ODer WAS APFeLKerNe MIT IHreM MArKTerFOLG ZU TUN HABeN How can we get away from the traditions and limits of the business travel industry and break its vicious circle? How do new opportunities arise? this entertaining lecture offers concrete tips. / Wie können die Traditionen, Limits und Teufelskreise der Geschäftsreisebranche durchbrochen werden und neue Chancen und erfolge entstehen? Die Teilnehmer erwartet ein lebendiger Vortrag mit konkreten Tipps. • Benno van aerssen, Owner, Atelier für Ideen

15.30 – 16.15 soCial meDia – more tHan a marketing oPPortunity For miCe / SOCIAL MeDIA – MeHr ALS eINe MArKeTINGCHANCe FÜr DIe MICe-BrANCHe which social media tools make sense for miCe planners? the lecture provides an overview and offers valuable marketing tips for miCe and social media. / Welche Social Media Tools kann man zur Vermarktung von MICe sinnvoll einsetzten? Der Vortrag gibt einen Überblick und wertvolle Tipps zur Vermarktung von MICe via Social Media. • andreas romani, Owner, Ideas4Hotels

16.30 – 17.30 Panel DisCussion: trenDs in tHe miCe worlD – anD tHeir ConseQuenCes / PODIUMSDISKUSSION: TreNDS BeI eVeNTS – WIe WIrD SICH DIe TAGUNGSWIrTSCHAFT eNTWICKeLN? Moderated by: Dirk mewis, editor-in-Chief, TW Tagungswirtschaft • Joachim könig, President, european Association of event Centres (eVVC) • matthias schultze, Managing Director, GCB German Convention Bureau e.V. • markus weidner, Vice President education, MPI Meeting Professionals International

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itB miCe Day Hall 7.1a, auDitorium new york 2

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Contemporary issues for students and young professionals in the travel industry.

10.45 – 12.15 Panel DisCussion: Bolognese witH aFtertaste / PODIUMSDISKUSSION: BOLOGNeSe MIT BeIGeSCHMACK – BACHeLOr- UND MASTerSTUDIeNGäNGe IM KreUZVerHÖr Bachelor and master Curricula under critical review – pros and cons of the university reform according to the Bologna Process and the consequences for the business travel market. / Seit der Bologna-reform führen die meisten Studiengänge zum Bachelor- oder Master-Abschluß. Doch wie tragfähig ist das neue akademische Fundament für den erfolg späterer Business Travel-experten? Und wie paßt es in die übrige Qualifizierungslandschaft? • Dr. matthias Burchardt, Akademischer rat, Cologne University • Prof. Dr. Hans rück, Dean of the Department Tourism and Transport, University of Applied Sciences Worms Moderated by: Jürgen schaefer, education envoy, VDr

12.15 – 13.15 Coming Home / DIe rÜCKKeHrer – WeLCOMe BACK HOMe How to re-organize your life after returning home from a delegation in a foreign country. / Die referentin berichtet über ihre persönlichen erfahrungen, nach ihrem Auslandsaufenthalt einen neuen beruflichen Lebensabschnitt zu beginnen. • Julia arnold, Department Head DIinternational, DIHK

13.30 – 14.15 Dr. Business travel - wHat’s your Destination? / PODIUMSDISKUSSION: Dr. BUSINeSS TrAVeL – AUF DeM WeG INS IrGeNDWO? travel management can be a part of human resources, procurement or controlling. what does this mean in terms of choosing the right classes at university? / Travel Manager können so unterschiedlichen Bereichen wie Human resources, Procurement oder Controlling zugeordnet sein. Was bedeutet diese Zieldivergenz für die Berufsausbildung? • Carsten Czub, Corporate Travel and Fleet Coordinator, GeA Group • Jürgen schaefer, General Manager, Schaefer Mobility Group Moderated by: gerd otto-rieke, Akademie Neue Medien

the PhoCusWright@itB program is sponsored by Frommer’s unlimited and is availablevia an iPhone and iPad app, or via mobile web site, powered by Quickmobile.

10.30 – 10.50 oPening monologue Before the web, when online travel was a €0 billion industry, he proclaimed that information, technology and innovation would differentiate winners and losers. He’s a well-known figure, outspoken and provocative, who began his career running a traditional travel agency. He has since dedicated two decades to analyzing, scrutinizing and opining on strategic change and pioneering disruptive trends. after addressing thousands of industry professionals on six continents, the catchphrase “strategically correct, yes; politically correct, no” has become his trademark. • Philip C. wolf, President & CeO, PhoCusWright Inc.

10.50 – 11.20 town Hall witH PhoCusWright@itB attenDees PhoCuswright analysts lead a lively, interactive discussion with the conference attendees. this unique format aggregates “user-generated content” from the savvy audience. Please come to this session prepared to participate: ask questions, share experiences and shape the conversation. By discussing the most compelling technology trends, issues and themes affecting travel, tourism and hospitality, everyone will gain unprecedented insight. Moderated by: Carroll rheem, Director, research, PhoCusWright Inc. • lorraine sileo, Vice President, research, PhoCusWright Inc. • Philip C. wolf, President and CeO, PhoCusWright Inc.

11.20 – 11.30 Break

11.30 – 11.35 Five minutes oF Fame (1 oF 4) Ceos from travel-related start-up companies make their case in front of a savvy, distinguished audience! • Jason Houle, Vice President, Travel Solutions, Lixto Inc.

11.35 – 12.20 getting Personal: Claiming BaCk Control over air DistriBution Presented by: everbread airlines want to gain control over distribution of their air content, and there are a number of technology developments that make this both possible and cost-effective. the relationship among airlines, otas and meta-search sites does not have to be one of opposition, but rather one of partnership and cooperation. assen vassilev, co-founder of travel technology company everBreaD, talks about how new technology can enable personalization and support different channel strategies and business relationships between airlines and their distributors. • assen vassilev, Co-Founder & Vice President, Strategy and Business Development, everbread Ltd.

PhoCusWright@itB – marketPlaCe CHaos: sPotligHt on teCHnology & innovation, Hall 7.3, auDitorium euroPa

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Business travel young ProFessional DayHall 5.1, stage

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12.20 – 12.45 soCial, loCal, moBile: tHe traveler PersPeCtive throughout europe, cultural differences impact travel decision-making. social, mobile and local media are changing the way consumers interact with travel brands all over the world, but the pace of change varies by market. know each market’s unique characteristics to prioritize offerings. get the hard facts from PhoCuswright research surveys about how travelers in the u.k., germany and France adopt travel technology. • Carroll rheem, Director, research, PhoCusWright Inc.

12.45 – 13.55 lunCH: toPiC taBles (Hall 7.3, Casino restaurant) PhoCuswright analysts host a lunch table centered around a travel technology topic and lead discussion. topics include: destination marketing, online marketing, social media, otas, corporate travel, emerging markets, and mobile and tablets. attendees sign up at the PhoCusWright@itB reception desk to attend the topic of their interest. lunch is purchased separately.

13.55 – 14.00 Five minutes oF Fame (2 oF 4) Ceos from travel-related start-up companies make their case in front of a savvy, distinguished audience! • aaron m. gowell, Founder & CeO, Silverrail Technologies

14.00 – 14.30 exeCutive interview: kDs (1 oF 2) PhoCuswright analysts have been interviewing travel, tourism and hospitality leaders around the world for over a decade. their vast industry experience and probing perseverance for clear answers yield unique, profound interviews. this one-on-one session provides a rare insider’s perspective on important strategic issues. • yves weisselberger, CeO, KDS • One-on-one interview with: gene Quinn, President and CeO, Tnooz and Chairman, PhoCusWright Inc.

14.30 – 15.00 rounDtaBle: Blogging; tweeting, Pinging For Business web or waP? twitter, linkedin or Facebook? Blackberry, iPhone, symbian, Palm or android… and which version? nook, kindle, iPad, tab or Playbook? gPss in cars with sim cards. Half the world’s teenagers watch television content on laptops; a third of them are simultaneously on Facebook or twitter. apple tv, google tv, Cisco’s ūmi and the xbox 360. today’s two billion middle-class citizens will swell to four billion by 2030, doubling the pool of prospective travelers. and on and on. reaching and engaging customers via new approaches is essential for growing your business. • kevin may, editor, Tnooz - Talking Travel Tech • karin schmollgruber, CeO, Passion Pr • martin schobert, Managing Director, tourismusdesign • siew Hoon yeoh, Director, TheTransitCafe.com, editor & Producer, Web In Travel Moderated by: Bruce rosard, Vice President, Sales and Marketing, PhoCusWright Inc.

15.00 – 15.10 Break

15.10 – 15.15 Five minutes oF Fame (3 oF 4) Ceos from travel-related start-up companies make their case in front of a savvy, distinguished audience! • greg marsh, Co-Founder & CeO, onefinestay

15.15 – 15.45 exeCutive interview: trust international (2 of 2) PhoCuswright analysts have been interviewing travel, tourism and hospitality leaders around the world for over a decade. their vast industry experience and probing perseverance for clear answers yield unique, profound interviews. this one-on-one session provides a rare insider’s perspective on important strategic issues. • richard wiegmann, Managing Director, Trust International • One-on-one interview with: Philip C. wolf, President & CeO, PhoCusWright Inc.

15.45 – 16.15 rounDtaBle: sHare is tHe new searCH the “mobile social web” is the most powerful collaborative tool in the history of humankind. Collecting data is important, but it becomes catalytic when it is leveraged to connect people. sharing information unleashes the “wisdom of crowds” and the “wisdom of friends,” creating knowledge that empowers travelers to search, shop and buy like never before. • stephan F. ekbergh, Founder and CeO, TravelStart • Benjamin Jost, Co-Founder & Managing Director, TrUSTYOU • emmanuel marchal, Director, LikeCube Ltd. • miriam warren, Vice President, european Marketing, Yelp! Inc. Moderated by: lorraine sileo, Vice President, research, PhoCusWright Inc.

weDnesDay, 09 MArCH 2011

Philip C. Wolf, PhoCusWright Inc.

Lorraine Sileo, PhoCusWright Inc.

assen Vassilev, everbread Ltd.

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richard Wiegmann, trust International

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16.15 – 16.25 Break

16.25 – 16.30 Five minutes oF Fame (4 oF 4) Ceos from travel-related start-up companies make their case in front of a savvy, distinguished audience! • michel Cassius, CeO, GeKKO.com

16.30 – 17.00 PHoCuswrigHt reCaP oF Hot toPiCs anD issues whether you stayed all day or attended just a few PhoCusWright@itB sessions, this is your chance to get an invaluable summary. With technology, media and marketing “boiling” over, separating insight from fluff is essential to honing your strategy. PhoCuswright analysts share key “takeaways” both from the day and from the market- place. you leave equipped to anticipate the “next new,” whether it involves a new entrant rising, a major player waning, a disruptive technology surfacing, or all of the above. • gene Quinn, President and CeO, Tnooz and Chairman, PhoCusWright Inc. • Carroll rheem, Director, research, PhoCusWright Inc. • Philip C. wolf, President & CeO, PhoCusWright Inc. Moderated by: lorraine sileo, Vice President, research, PhoCusWright Inc.

17.00 – 18.30 CoCktail reCePtion HosteD By exPeDia meDia solutions unwind and network after a full day of PhoCusWright@itB sessions at the expedia media solutions’ cocktail reception.

14.25 – 14.30 oPening / erÖFFNUNG • Prof. Dr. Harald Pechlaner, President, German Society of Tourism research (DGT), Catholic University eichstätt-Ingolstadt

14.30 – 15.15 Dgt tourism eDuCation Panel what demands do tourism enterprises have on the managers of tomorrow? How do the tourism programs position themselves in the “Bologna Process”? / Welche Anforderungen stellen Tourismusunternehmen an die Manager von morgen? Wie positionieren sich die Tourismus-Studiengänge im „Bologna-Prozess“? Moderated by: Prof. Dr. Hans Hopfinger, Vice President, German Society of Tourism research (DGT), Catholic University eichstätt-Ingolstadt • Prof. Dr. ute Dallmeier, ISM Hamburg, former General Manager, Tourismus NrW e.V. • Claudia gunkel, Student, Catholic University eichstätt-Ingolstadt • natalie goern, German Travel Association DrV • Dr. katrin Hörner, Head of education and Training, Thomas Cook AG

15.20 – 16.00 Presentation oF tHe itB sCienCe PriZe By Dgt e.v. / ITB WISSeNSCHAFTSPreIS Der DGT e.V. the itB science Prize from the german society for research in tourism (Dgt e.v.) will be presented in cooperation with itB Berlin. / Die Deutsche Gesellschaft für Tourismuswissenschaft (DGT e.V.) prämiert herausragende Abschlussarbeiten gemeinsam mit der ITB Berlin. Moderated by: Prof. Dr. anita Zehrer, Deputy Head MCI Tourism, DGT Board Member

16.00 – 18.00 Presentation oF tHe awarDeD PaPers / PrÄsentatIon Der PrÄmIerten arBeIten The five prize winners present the highlights of their award-winning work. / Die fünf Preisträger/innen präsentieren die Highlights ihrer prämierten Arbeiten.

sPonsors oF tHe itB sCienZe PriZe By Dgt e.v. / SPONSOreN DeS ITB WISSeNSCHAFTSPreISeS Der DGT e.V.:

tHursDay, 10 MArCH 2011

Please note: the program is subject to change without notice. PhoCusWright@ITB is conducted in english and will be translated into German.The conference will commence and continue punctually. Seats are limited and available on a first-come first-served basis.To ask questions or comment, raise your hand, email us at questions@phocuswright.com or use Twitter - #phocuswrightTag your posts with #phocuswright.

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alongside media partner hospitalityinside.com, international experts discuss the challenges the hotel industry is facing. / Gemeinsam mit Medienpartner hospitalityInside.com erörtern international Spezialisten die Herausforderungen in der Hotelbranche.Hosted by: maria Pütz-willems, editor-in-chief, hospitalityInside.com

10.30 – 11.30 Hotel markets in eastern euroPe – real PersPeCtive or mirage? / HOTeLMärKTe IN OSTeUrOPA – eCHTe PerSPeKTIVe ODer FATA MOrGANA? Developments in Poland, Croatia, romania and russia / Die entwicklung in Polen, Kroatien, rumänien und russland Moderated by: martin schaffer, Managing Partner, Kohl & Partner • Friedrich w. niemann, General Manager, Waldorf Astoria Berlin, Former GM Hilton Bukarest • laurent Picheral, CeO, Orbis SA • kristian Šustar, executive Director, HUP Zagreb, President of the Croatian Hotel Association • thomas willms, Vice President & regional Director east & Central europe, Starwood Hotels & resorts

11.45 – 12.15 environment & Csr – ConCePts & assessments / UMWeLT & CSr KONZePTe & BeWerTUNGeN what is the state of play in Csr practices amongst the most important leisure hotel brands for european customers? the international Centre for responsible tourism at leeds metropolitan university compared the Csr reports and headquarter surveys of 10 hotel groups with their actual practices in thailand, south europe and mexico. Companies were penalised for lack of transparency and access, while accessible data was analysed comparatively to develop company rankings. / Was ist der Stand der Dinge von CSr in der Praxis der wichtigsten Freizeithotelmarken für europäischen Kunden? Das International Centre for responsible Tourism der Leeds Metropolitan Universität hat die CSr Berichte und Headquarterumfragen von 10 Hotelgruppen mit deren tatsächlicher Praxis in Thailand, Südeuropa und Mexiko verglichen. Unternehmen wurden für Mangel an Transparenz und Zugang bestraft - zugängliche Daten wurden analysiert, um eine Unternehmensrangliste zu entwickeln. Moderated by: Prof. Dr. Christian Buer, Head of Tourism/Hotel Management, Heilbronn University • Dr. xavier Font, Co-Director International Centre for responsible Tourism, Leeds Metropolitan University

12.15 – 12.45 Hotels 2020: BeyonD segmentation / HOTeL 2020: SeGMeNTIerUNG UND MeHr on behalf of the it specialist amadeus, market researcher Fast Future perceived the future of hotels: the study „Hotels 2020: Beyond segmentation“ explains characteristics of future guests and analyses how hotel companies can react to it. / Marktforscher Fast Future hat für den IT-Spezialisten Amadeus die Zukunft der Hotels erspürt: Die Studie „Hotels 2020: Beyond Segmentation“ erläutert die Charakteristika künftiger Gäste und untersucht, wie Hotelgesellschaften darauf reagieren können. Moderated by: Prof. Dr. Christian Buer, Head of Tourism/Hotel Management, Heilbronn University • Jérôme Destors, Director Hotel IT, Amadeus • rohit talwar, CeO, Fast Future research

13.00 – 14.00 Ceo Panel: Priorities on HosPitality or real estate? / CeO PANeL: HOTeL-IMMOBILIe CONTrA IMMOBILIeN- HOTeL Conversation with the Ceos of two different hotel groups / Gespräch mit den Chefs zweier unterschiedlicher Hotelgruppen • maria Pütz-willems, editor-in-chief, hospitalityInside.com • Christian windfuhr, Chief executive Officer, Grand City Hotels & resorts • reto wittwer, President & CeO, Kempinski Hotels

14.30 – 15.30 tHe enD For mom-anD-PoPs? / AUS FÜr DAS HOTeL MAMA? Succession issues and franchise brands make the future difficult for private hotels / Nachfolge-Probleme und Franchise-Marken machen Privat-Hotels die Zukunft schwer Moderated by: steffen weidemann, Chief executive Officer, IFH Institute For Hospitality Management • guglielmo l. Brentel, President, Hotelleriesuisse • Prof. stephan gerhard, President & Chairman of the Board, TreUGAST Solutions Group • marcus smola, CeO, Best Western Hotels Germany • susanne weiss, CeO, ringhotels Germany

15.45 – 16.45 soCial meDia & Hotel evaluation PlatForms – FrienDs For liFe? / SOCIAL MeDIA & HOTeLBeWerTUNGSPLATTFOrMeN – FreUNDe FÜrS LeBeN? How networks interlink / Wie sich Netzwerke verknüpfen Moderated by: gabriele schulze, Owner, marketing4results • Juliane Cray, Industry Head Travel Germany, Google Germany • markus luthe, Chief executive, German Hotel Association (IHA) • marco nussbaum, Co-Founder & CeO, Prizeotel • Christine Petersen, President, TripAdvisor for Business • Jörg trouvain, CeO, holidayCheck AG

17.00 – 18.00 low BuDget Hotel & Hostels: a gooD nigHt’s sleeP For Peanuts? / LOW BUDGeT HOTeLS & HOSTeLS: SUPer SCHLAFeN FÜr PeANUTS? the new trend in between youth hostel and budget hotel / Der neue Trend zwischen Jugendherberge und Budget-Hotel Moderated by: martina Fidlschuster, Director & Owner, Hotour Hotel Consulting • Franz-Josef könig, CeO, Society for Systemic Management • mark lankester, Group CeO, Tune Hotels • andrea mehanna, Founder & General Manager, hostelsclub.com • oliver winter, CeO, A&O Hotels und Hostels

tHursDay, 10 MArCH 2011

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Destination management in latin america, africa, Poland and the Danube region. / Destination Management in Lateinamerika, Afrika, in Polen und in der Donauregion.Hosted by: Prof. Dr. knut scherhag, Professor of Destination Management, University of Applied Sciences Worms

10.30 – 10.40 oPening / erÖFFNUNG • Prof. Dr. knut scherhag, Professor of Destination Management, University of Applied Sciences Worms

10.40 – 11.00 Best DemonstrateD PraCtiCe: tHe BraZilian saFe aDventure Program How was the program able to achieve success? Is the program profitable? / Wie konnte der erfolg des Programms erzielt werden? Welche wirtschaftlichen Früchte trägt das Programm? • mario moysés, President, Brazilian Tourism Board

11.10 – 13.00 latin ameriCa Forum: everytHing on one CarD: is latin ameriCa’s BranD anD Destination strategy tHe way to go? / LATeINAMerIKA-FOrUM: ALLeS AUF eINe KArTe – STIMMT DIe DeSTINATIONSSTrATeGIe IN LATeINAMerIKA? machu Picchu and the inca trail, la Paz and lake titicaca: are these destinations too dependent on their highlights? / Machu Picchu und der Inka-Trail, La Paz und der Titicacasee: Sind die Destinationen zu sehr von diesen Highlights abhängig? Introduction & Moderation: andreas m. gross, President, ArGe Lateinamerika e.V. Introductory presentations: Frank grafenstein, Managing Director, Grafenstein Freizeit- und Tourismuswerbung GmbH • rocío merino loredo, Director, PromPeru • Darius morgan jr., Vice President, Crillon Tours, Director, CANOTUr Bolivien Panel guests: Frank grafenstein, Managing Director, Grafenstein Freizeit- und Tourismuswerbung GmbH • Franz lerchenmüller, Travel Journalist • rocío merino loredo, Director, PromPeru • Darius morgan jr., Vice President, Crillon Tours, Director, CANOTUr Bolivien • Jutta Zenner, Marketing & Sales Director, South American Tours Incoming Group

13.15 – 14.45 aFriCa Forum: tHe imPortanCe oF eDuCation For tHe DeveloPment oF tourism in aFriCa / AFrIKA- FOrUM: DIe rOLLe Der BILDUNG FÜr DIe TOUrISMUSeNTWICKLUNG IN AFrIKA the educational strategies of african countries and successful examples of high-quality tourism education. / Bildungspolitische Strategien afrikanischer Länder und gelungene Beispiele hochwertiger Tourismusausbildung. Moderated by: Friederike Bauer, Journalist and Author • Dr. norbert kloppenburg, Member of the Managing Board, KfW Bankengruppe (invited) • Hon. walter mzembi, Minister of Tourism and the Hospitality Industry, Zimbabwe • ousmane ndiaye, regional Director for Africa, UNWTO • laurent schatzmann, regional Marketing & Development Manager Africa, Swiss education Group • theresa sowry, CeO, Southern African Wildlife College • Chinyere Catherine uche-ibeabuchi, National Institute for Hospitality and Tourism, Lagos, Nigeria (invited)

15.00 – 16.15 ProsPeCts For river tourism in euroPe: tHe eu strategy For tHe DanuBe region / FLUSSTOUrISMUS IN eUrOPA: DAS BeISPIeL Der eU-DONAUSTrATeGIe the challenges and potential of river tourism. what role does tourism play in the current eu strategy for the Danube region? / Herausforderungen und Potentiale des Flusstourismus. Die rolle des Tourismus in der eU-Donaustrategie? Keynote Speaker: Dr. endre Horváth, Deputy State Secretary, Ministry for National economy, Hungary Moderated by: Joscha remus, Author, Journalist and Travel Writer • Boris Čamernik, General Secretary, Danube Competence Center • Dr. wolfgang lüftner, Owner, Lüftner Cruises • gordana Plamenac, CeO, National Tourism Organisation of Serbia • Prof. gerhard skoff, President, DANUBe TOUrIST COMMISSION

16.30 – 17.45 PolanD Forum: Country image – Curse or Blessing For Destinations? / POLeN-FOrUM: LäNDerIMAGeS – FLUCH ODer SeGeN FÜr DeSTINATIONeN? How can country images be positively influenced? Poland’s experience with the reform of its image. / Wie können Länderimages positiv beeinflusst werden? Die erfahrungen Polens bei seinen reformen des Länderimages. Moderated by: york Pijahn, Journalist • Frank grafenstein, Managing Director, Grafenstein Freizeit- und Tourismuswerbung GmbH • gerd Hesse, Managing Director, DNV-Tours • Mag. Włodzimierz Szelag, Director, Polish National Tourist Office in Vienna

itB Destination Day 2Hall 7.1a, auDitorium new york 1

reto Wittwer, Kempinski Hotels

guglielmo L. Brentel, Hotelleriesuisse

Christine Petersen, tripadvisor for Business

rocío Merino Loredo, PromPeru

Mag. Włodzimierz Szelag, Polish national tourist Office in Vienna

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Decision makers in the business travel world discuss strategies of a growing economy. a day to develop better awareness for what’s around the corner.Hosted by: gerd otto-rieke, Owner, Akademie Neue Medien

10.30 – 11.15 keynote: Business travel 2011 – oPPortunities, risks, sCenarios / KeYNOTe: BUSINeSS TrAVeL 2011 – OPPOrTUNITIeS, rISKS, SCeNArIOS increasing business travel activity is part of the booming economy. in order to secure their mobility, corporations need strong partners. Both sides must cooperate if they want to develop opportunities and minimize risks. / Vermehrte Geschäftsreisen sind Teil des Wirtschaftswachstums. Um mobil zu bleiben, brauchen die Unternehmen starke Partner. Das heißt für alle: Chancen nutzen, risiken minimieren. • Jürgen Büchy, President, German Travel Association (DrV)

11.30 – 12.15 Panel DisCussion: tHe Parameters For Business travel 2011 – wHat are tHe Driving Powers? / PODIUMSDISKUSSION: DIe rAHMeNDBeDINGUNGeN FÜr GeSCHäFTSreISeN 2011 – WAS BrINGT UNS VOrAN? • Dirk Bremer, President, Travel Industry Club (TIC) • Jürgen Büchy, President, German Travel Association (DrV) • Dirk gerdom, President, German Business Travel Association (VDr)

12.30 – 13.15 anCillary revenues in air transPort – gain anD Pain / ANCILLArY reVeNUeS – GeBÜHreNDe ZUZAHLUNGeN a myriad of extra charges undermines traditional travel management. what are effective countermeasures for corporate buyers? / Die entbündelung der Kosten und Zusatzkosten erschwert Travel Managern die Steuerung. Welche Strategien gibt es für sie? • stefan Fallert, Director, Policy & Compliance Solutions Group Global, Carlson Wagonlit Travel

13.30 – 14.15 Panel DisCussion: ContraCts witH airline allianCes – How DeeP is your love? / PODIUMSDISKUSSION: VerTräGe MIT ALLIANZeN – HOW DeeP IS YOUr LOVe? Pros and cons of deals with airline alliances. who wins - the corporate customer, the company or the alliance? / Sind Luftfahrt-Bündnisse gut oder schlecht fürs Geschäft? Wie überzeugend sind sie für die Kunden? Wer profitiert – die Geschäftsreisenden, die Unternehmen oder die Allianzen? • Jörg gerhardt, Travel Manager, Infineon • otto a. schweisgut, Vice President DrV and Chairman of the DrV Air Transport Committee • gerard mcevoy, Alliance Sales Manager, British Airways Moderated by: oliver graue, editor-in-Chief, biztravel

14.30 – 15.15 watCH your eCologiCal FootPrint / WIe KÖNNeN GeSCHäFTSreISeN NACHHALTIG GeSTALTeT WerDeN? How to make business travel sustainable. First results of the tÜv rheinland akademie pilot project “sustainable Business travel in Berlin”. / Unternehmen stehen vor der Herausforderung, Geschäftsreisen nachhaltig zu gestalten. Im Pilotprojekt “Sustainable Business Travel in Berlin” wird die touristische Wertschöpfungskette für Geschäftsreisende analysiert. • Dr. Carmen giese, Center of CSr, Sustainability & Compliance, TÜV rheinland Akademie • Frank weber, Center of CSr, Sustainability & Compliance, TÜV rheinland Akademie

15.30 – 16.15 survey results: Can moBile teCHnology Boost ProDuCtivity? / AUSWIrKUNGeN MOBILer TeCHNOLOGIeN AUF DIe PrODUKTIVITäT VON GeSCHäFTSreISeNDeN How do apps influence the routine of business travelers? Can the new technology assist travel management in controlling costs? results of a survey by Heilbronn university in cooperation with aCte global and Duntontinnus Consulting. / Wie verändern der einsatz und die Anwendungen mobiler Applikationen den Alltag und das reiseverhalten von Geschäftsreisenden? ergebnisse einer Studie der Hochschule Heilbronn in Kooperation mit ACTe Global und DuntonTinnus Consulting. • Prof. Dr. manfred g. lieb, Professor for Management and Business Administration, Heilbronn University • Claudia Brözel m.a., Assistant Professor, Heilbronn University • Special Guest for Q&A: ron Dileo, executive Director, Association of Corporate Travel executives – ACTe

16.30 – 17.30 Panel DisCussion: Has moBile teCHnology taken travel management By surPrise? / PODIUMSDISKUSSION: MOBILe STrATeGY FÜrS TrAVeL MANAGeMeNT – eIN PHANTOM? Mobile commerce has intriguing benefits for suppliers. But must travel managers tolerate refragmentation of product selection and booking? How can they react to the direct selling tools and ensure their control of eProcurement? / Welchen Nutzen ziehen Firmenkunden aus dem einsatz von Smartphones? Wie reagieren sie auf Direktvertriebsmodelle, auf neue Bestell- und Buchungsprozesse? Welche Strategien können Travel Manager entwickeln, um zu Process Ownern im mobilen Bereich zu werden? Moderated by: gerd otto-rieke, Owner, Akademie Neue Medien • Dirk gerdom, Head of Global Travel Management, SAP and President VDr • marina Hegemann, General Manager, Tourist Mobile • Florian tinnus, Head of Global Corporate Sales & Business Development, Amadeus IT Group • oliver schulze, Director e-Commerce Central europe, BCD

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Concepts, best practice examples and profitability of sustainable tourism. Sponsors of the ITB CSR Day are Planeterra, Global sustainable tourism Council, Competence Call Center and Futouris. / Konzepte, Best-Practice-Beispiele und Wirtschaft lich keits-potenziale des nachhaltigen Tourismus. Sponsoren des ITB CSr Tages sind Planeterra, Global Sustainable Tourism Council, Competence Call Center und Futouris.Hosted by: klaus Betz, Managing Director, Press, Institute for Tourism and Development

10.30 – 10.35 oPening / erÖFFNUNG • klaus Betz, Managing Director, Press, Institute for Tourism and Development • rika Jean-François, CSr ITB Berlin

10.35 – 11.10 keynote Panel 1: gloBal sustainaBle tourism: ParaDigm sHiFt or HyPe? / NACHHALTIGer TOUrISMUS: GLOBALer PArADIGMeNWeCHSeL ODer NUr eIN HYPe? which forces are driving the change and which concrete measures are being taken? are the tourist industry measures sustainable – or are they merely “greenwashing”? / Welche Triebkräfte forcieren den Wandel und welche konkreten Maßnahmen werden ergriffen? Sind die Maßnahmen der Tourismusbranche nachhaltig oder wird nur „Greenwashing“ betrieben? Introduction: richard g. edwards, Senior Advisor, Planeterra Interview guests: leilani latimer, Director, Sustainability Initiatives, Sabre Holdings • Peter liney, CeO, STA Travel Interviewer: erika Harms, Senior Advisor on Tourism, United Nations Foundation UNF

11.20 – 11.55 keynote Panel 2: Csr anD sustainaBility: our Common resPonsiBility – wHat Does it mean to Be a Futourist? / CSr UND NACHHALTIGKeIT – WAS BeDeUTeT eS eIN FUTOUrIST ZU SeIN? sustainable business: what does it mean to the market leaders in europe – and, on a personal level, what does it mean to their top managers? How significant is it for destinations? / Was bedeutet nachhaltiges Wirtschaften für die europäischen Marktführer, für deren Top-Manager ganz persönlich und für die Destinationen? • ernst Burgbacher, Parliamentary State Secretary, Federal Ministry of economics and Technology, Member of the Tourism Committee of the German Bundestag (invited) • Dr. volker Böttcher, CeO, TUI Germany • Dr. Peter Fankhauser, CeO, Thomas Cook AG

12.10 – 13.00 tour oPerator rounDtaBle: tHe eFFeCts oF Csr systems on tHe ComPany / tour oPerator rOUNDTABLe: DIe WIrKUNG VON CSr-SYSTeMeN IN UNTerNeHMeN What are the effects of CSR on profitability, customer acquisition & retention and staff management? / Wie wirkt sich CSr auf Wirtschaftlichkeit, Kundengewinnung. Kundenbindung und Personalführung aus? Introductory presentation: Prof. Dr. Hansruedi müller, Director, research Institute for Leisure and Tourism (FIF), University of Berne Moderated by: Christian schmicke, editor-in-chief, Travel One • surprise guest 1 • surprise guest 2 • Prof. Dr. Hansruedi müller, Director, research Institute for Leisure and Tourism (FIF), University of Berne • Petra thomas, Product Manager, a&e erlebnis:reisen!

13.10 – 13.35 Csr FaCts anD Figures: Between leakage anD Fair sHare – wHat PerCentage oF your PaCkage PriCe remains at tHe Destination? / CSr FACTS AND FIGUreS: ZWISCHeN “LeAKAGe” UND “FAIr SHAre” – WAS BLeIBT VOM reISePreIS IN Der DeSTINATION? Do destinations really benefit economically from tourism? The results of new studies. / Kommt der Tourismus den Destinationen wirtschaftlich zugute oder nicht? ergebnisse neuer Studien. Moderated by: klaus lengefeld, Sector Project “Tourism and Sustainable Development”, GIZ – Deutsche Gesellschaft für Internationale Zusammenarbeit • sabine minninger, Tourism Watch • thomas müller, Managing Director, SKr reisen • Harald Zeiss, Head of Sustainability, TUI Germany

13.45 – 14.45 minister summit on Climate CHange in tHe asia-PaCiFiC region: environmental ProteCtion From sea level uP to 8,000m / MINISTer SUMMIT ON CLIMATe CHANGe IN ASIA-PACIFIC: UMWeLTSCHUTZ ZWISCHeN MeereSSPIeGeL UND 8.000M Climate change is threatening nature throughout the Asian-Pacific region. How are tourism destinations dealing with environmental challenges? / Der Klimawandel bedroht alle großen asiatisch-pazifischen Naturräume. Wie gehen die Tourismusdestinationen mit den ökologischen Herausforderungen um? Moderated by: Hiran Cooray, Chairman, PATA • He minister Deepak Bohara, Ministry of Forests and Soil Conservation, Nepal • Hon. luimed gansukh, Minister of Nature, environment and Tourism, Mongolia • Hon. Dr. mariyam Zulfa, Minister of Tourism, Arts & Culture, republic of Maldives

itB CorPorate soCial resPonsiBility DayHall 7.1a, auDitorium new york 3

Jürgen Büchy,german travel association (DrV)

ron DiLeo, association of Corporate travel executives – aCte

erika Harms, united nations Foundation unF

Dr. Volker Böttcher, tuI germany

Dr. Peter Fankhauser, thomas Cook ag

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15.00 – 15.45 luxury anD environmental sustainaBility: FrienDs or Foes? / LUxUS UND ÖKOLOGISCHe NACHHALTIGKeIT: FreUNDe ODer FeINDe? three international best practice examples show how luxury and sustainability can be well-matched. / Drei internationale Best-Practice-Beispiele zeigen, unter welchen Bedingungen Nachhaltigkeit und Luxus zusammenpassen. Moderated by: shannon stowell, President, ATTA Adventure Travel Trade Association • Jose Dominic, Managing Director, CGH earth Hotels • enrico Ducrot, Managing Director, ecoluxury • Farsin walizadeh, Head of Operation & Development, Costa Navarino, TeMeS S.A.

16.00 – 16.45 tHe Csr ConsCious tourist: marginal or HigH-Potential? / Der CSr-BeWUSSTe TOUrIST: rANDFIGUr ODer POTeNZIALTräGer? tourists seem to lack interest in Csr. How can their purchasing behavior be changed? / Der Tourist erscheint CSr- desinteressiert. Wie lässt sich sein Kaufverhalten ändern? Interviewer: ilka groenewold, TV Presenter • Prof. Dr. Philipp Boksberger, Director of the Institute for Tourism and Leisure research, University of Applied Sciences HTW Chur • Peter link, Managing Partner, United Communications • gopinath Parayil, Founder & Chief executive, The Blue Yonder, Nila Foundation

17.00 – 17.30 Csr anD sustainaBility in tHe gloBal tourism inDustry / CSr UND NACHHALTIGKeIT IN Der GLOBALeN TOUrISMUSBrANCHe Best practice initiatives from the public and private sector. what drives the change to a greener tourism? / Best practice Initiativen des öffentlichen und privaten Sektors. Treiber der entwicklung hinzu einem grünen Tourismus. • Dr. taleb rifai, Secretary-General, World Tourism Organization (UNWTO)

17.30 – 18.00 CoCktail reCePtion sPonsoreD By itB Berlin / SeKTeMPFANG AUF eINLADUNG Der ITB BerLIN

10.30 – 11.30 interaCtive meeting anD iDea sHaring / INTerAKTIVeS MeeTING UND IDeeNAUSTAUSCH network, exchange tips and ideas, and discuss best practices (and challenges) with fellow travel industry bloggers from around the world. / Knüpfen Sie Kontakte, tauschen Sie Tipps und Ideen aus und sprechen Sie über die besten Methoden (und die größten Herausforderungen) mit Blogger-Kollegen in der reisebranche aus der ganzen Welt.

11.45 – 12.45 new meDia summit town Hall Join PhoCuswright analysts for an open, candid, thought provoking conversation of current travel market trends. / Führen Sie gemeinsam mit den PhoCusWright-Analysten eine offene und anregende Diskussion über aktuelle Trends auf dem reisemarkt.

14.30 – 15.30 new meDia summit interaCtive session / NeW MeDIA INTerAKTIVe SITZUNG topics will be based on feedback from bloggers requested via social media channels in early 2011. / Die Themen basieren auf dem Feedback von Bloggern, um das sie Anfang 2011 über Social-Media-Netzwerke gebeten wurden. Moderated by: Bruce rosard, Vice President, Sales and Marketing, PhoCusWright Inc.

PhoCusWright@itB: new meDia summit Hall 7.1C, etravel laB

enrico Ducrot,ecoluxury

Michael altewischer, Wellness-Hotels & spa resorts (W-H-I.eu), Duesseldorf

Dr. Franz Linser, Linser & Partner, Innsbruck/austria

Michael Loh, International MediSpa Assoctiation, Asia Pacific

Dagmar rizzato, rizzato Spa Consulting

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itB exPerts Forum wellnessHall 7.3, auDitorium Berlin

10.30 – 10.35 welCome / BegrÜssung • michael altewischer, Managing Director Wellness-Hotels & spa resorts (W-H-I.eu), Duesseldorf

10.45 – 11.35 keynote – go green!? until the mid 1970s, the wealthy central european states cared very little about nature. today more and more people have become aware of their ecological responsibility and are willing to take action. How can the wellness & spa industry increase this awareness in a credible way? / Bis Mitte der 1970er Jahre scherte sich in der mitteleuropäischen Wohlstandswelt niemand wirklich um die Natur. Heute geht unsere Gesellschaft bewusster mit der Natur um. Wie können Wellness- & Spa-Hotels dieses Lebensgefühl glaubwürdig transportieren? • Dr. Franz linser, Linser & Partner, Innsbruck/Austria

11.40 – 12.20 sustainaBility in Hotel & sPa – a HolistiC way – manDarin oriental grouP / NACHHALTIGKeIT IM HOTeL & SPA AM BeISPIeL Der MANDArIN OrIeNTAL GrOUP How does a luxury spa operator deliver the quality expectations of a five star guest with a sustainable hotel and spa? ideas and programmes that can be put into action will be shown in this speech. / Wie kann ein im 5 Sterne-Luxussegment operierendes Hotel-und Spa-resort die Qualitätserwartungen einer entsprechend sensiblen Gästegruppe glaubwürdig umsetzen. Andrew Gibson zeigt realisierbare Ideen und Programme auf. • andrew gibson, Group Director of Spa, Mandarin Oriental Group

12.25 – 13.05 sustainaBility in a Privately-run Hotel – Best PraCtiCe 1 / NACHHALTIGKeIT IN Der PrIVATHOTeLLerIe – BeST PrACTICe 1 Best practice example: lefay resort & spa – gargano – lago di garda - it / Am Beispiel des Lefay resort & Spa. Gargano – Gardasee • stephan gander, , Head of Communication, Lefay resort & Spa

13.10 – 13.50 HealtHier ConsumPtion – nutrition toDay / GeSUNDer GeNUSS – erNäHrUNG HeUTe Dr. lindberg will present his new mediterranean Diet approach, featuring a balanced variety of slow carbs and healthy fats. He will exemplify possible ways and proposals of implementing such a balanced diet in restaurants and hotels. / Dem Trend zu gesunder ernährung für eine interessierte Klientel – dies gilt für jung und alt – sollten nachhaltig handelnde Wellness-Hotels entsprechen. Dr. Fedon Lindberg zeigt mögliche Wege und Vorschläge für die einbindung einer ausgewogenen ernährung auch in den Hotel & Spa Alltag auf – ohne dass der Betrieb zu einer Klinik wird. • Dr. Fedon lindberg, Dr. Lindberg’s Clinic , Oslo, Norway

14.30 – 15.10 meDiCal sPa & Healing Diet – a look at tHe asian market / MeDICAL SPA & GeSUNDe erNäHrUNG – eIN BLICK AUF DeN ASIATISCHeN MArKT the asian spa-market is regarded as one of the fastest growing markets by world-wide comparison. medical-spas are intensifying their presence, health is multifariously supported and aided. How will medical spas gain influence in future and what significance will balanced diet have in hotels & Spa resorts? / Der asiatische Spa-Markt gehört zu den am schnellsten wachsenden Märkten im weltweiten Vergleich. Welche entwicklung nehmen Medical Spas in den kommenden Jahren und welchen Stellenwert wird die gesunde ernährung in den Hotels & Spa resorts einnehmen? • michael loh, CeO – AGeLeSS Inc., CeO – SpaAsia, Wellness Summit, The Crystal Awards, President, International MediSpa Assoctiation, Asia Pacific

15.15 – 16.15 rounD taBle: tHe sPa oF tHe Future – wHat inFluenCe will sustainaBility anD Diet Have on tHe sPa-inDustry? / TISCHGeSPräCH: DAS SPA Der ZUKUNFT – WeLCHeN eINFLUSS HABeN NACHHALTIGKeIT UND GeSUNDe erNäHrUNG AUF DIe SPA-INDUSTrIe? • Aspects of sustainability at the spa regarding operations, staff, work flow and profitability. / Aspekte der Nachhaltigkeit im Hotel & Spa, betreffend Betrieb, Personal, Abläufen und Wirtschaftlichkeit • guidelines for the future development of sustainability / relevante Leitlinien und Inhalte für zukünftige entwicklung an Nachhaltigkeit • Dagmar rizzato, General Manager, rizzato Spa Consulting – Tettnang/Deutschland – opening topic & moderation • andrew gibson, Group Director of Spa, Mandarin Oriental Group • michael loh, Group Publisher – SpaAsia, SpaArabia • Dr. Fedon lindberg, Dr. Lindberg’s Clinic, Weight In Balance, Oslo

16.20 – 17.00 guest satisFaCtion – great Potential For CorPorate governanCe – Best PraCtiCe 2 / messung Der GASTZUFrIeDeNHeIT – MÖGLICHKeITeN Der OPTIMIerUNG FÜr DIe UNTerNeHMeNSSTeUerUNG – BeST PrACTICe 2 Sustainability in guest relations, profitability and quality management – this is what the spa of the Wald & schlosshotel Friedrichsruhe stands for. all levels of the hotel are managed consistently to promote sustainability. thomas Zimmermann will show practical examples. / Nachhaltigkeit in Gastorientierung, Wirtschaft lichkeit als auch Qualitätsmanagement – dafür steht das Spa des Wald- & Schlosshotel Friedrichsruhe. Mit beispielhafter Konsequenz wird das Hotel auf Gast- als auch Mitarbeiterebene in der Nachhaltigkeit geführt. Thomas Zimmermann zeigt, wie sich dies in der Praxis darstellt. • thomas Zimmermann, Direktor/Manager of Golf & Spa, Wald & Schlosshotel Friedrichsruhe

17.05 – 17.15 summary & to Do‘s • michael altewischer, Managing Director Wellness-Hotels & spa resorts (W-H-I.eu), Duesseldorf

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global marketing trends, suggestions for the optimization of media relations, insights into rail travel distribution of the future and the latest results of exclusive surveys on important topical issues such as social media, mobile devices and online booking patterns. / Globale Marketingtrends, Anregungen für die Optimierung der Pressearbeit, einblicke in den Bahnvertrieb der Zukunft und exklusive Studienergebnisse zu Trendthemen wie Social Media, Mobile Devices und Online-Buchung.Hosted by: Prof. Dr. adrian von Dörnberg, University of Applied Sciences Worms

10.45 – 11.00 oPening / erÖFFNUNG • Prof. Dr. adrian von Dörnberg, University of Applied Sciences Worms

11.00 – 11.30 keynote: tHe worlD in 2050 – imPliCations For marketing anD DistriBution / DIe WeLT IM JAHre 2050 – IMPLIKATIONeN FÜr MArKeTING UND VerTrIeB IN Der TOUrISTIK which mega-trends will have the most impact on the tourism industry in the future, and how should sales and marketing strategies be enhanced? / Welche Mega-Trends prägen die reisebranche in Zukunft besonders stark und wie sollten Strategien im Marketing- und Vertriebsbereich weiterentwickelt werden? • Dr. ian yeoman, Visiting Professor, european Tourism Futures Institute, Victoria University of Wellington

11.45 – 13.15 itB meDia summit 2011: travel Journalism in tHe worlD oF Digital meDia / ITB MeDIeNGIPFeL 2011: reIseJournalIsmus In Der DIgItalen meDIenwelt Do modern customers only listen to their “friends” in social networks, or do they still trust the research conducted by classic, quality journalism? what is the role of mobile apps and iPads? / Hört der moderne Kunde nur noch auf die “Freunde” in den Sozialen Netzwerken oder vertraut er noch den Vertretern der klassischen Qualitätsjournalismus mit ihren recherchierten Informationen? Welche rolle spielen mobile Apps und iPads? Moderated by: Hajo schumacher, Author and Journalist • Jürgen Drensek, Chairman, Vereinigung Deutscher reisejournalisten VDrJ • Christoph engl, Director, Südtirol Marketing Gesellschaft • stefan keuchel, Pr Manager, Google Germany • Claus strunz, editor-in-chief, Hamburger Abendblatt • moritz von laffert, Managing Director, Condé Nast Verlag Germany

13.30 – 14.00 innovations in rail travel DistriBution: struCtural CHange tHrougH new inFormation teCHnology? / INNOVATIONeN IM BAHNVerTrIeB: STrUKTUrWANDeL DUrCH INFOrMATIONSTeCHNOLOGIe? In addition to flight connections, rail connections are now also present at the point-of-sale. Will this change customers’ travel behavior? / Bahnverbindungen sind erstmals am Point-of-Sale neben Flugverbindungen präsent. ändert sich nun das reiseverhalten der Kunden? • mathias Hüske, VP Sales – Online & Agencies, DB Vertrieb GmbH

14.15 – 14.45 HoliDay Hotels anD online Booking BeHavior: news From tHe gFk researCH Panels / FerIeN-HOTeLLerIe UND ONLINe-BUCHUNGSVerHALTeN: NeWS AUS Der GFK-PANeLFOrSCHUNG Which hotels are inquired about and booked with tour packages? Which trips sell better, online or offline? / Welche Hotels werden bei Veranstalterpaketen nachgefragt und gebucht? Welche reisen lassen sich besser online oder offline verkaufen? • alexandra weigand, Travel insights, GfK retail and Technology GmbH

15.00 – 15.30 soCial meDia anD moBile DeviCes: a Closer look at tHe tyPes oF users / soCIal meDIa unD moBIle DeVICeS: NUTZerTYPeN UNTer Der LUPe which travelers use social media and mobile devices? exclusive market research data about users’ source markets, income structures, travel behavior and destinations. / Welche reisenden nutzen Social Media und mobile endgeräte? exklusive Marktforschungsdaten zu Quellmärkten, einkommensstrukturen, reiseverhalten und reisezielen der Nutzer. • David Perroud, Partner & CeO, M1nd-Set

15.45 – 16.30 young travel – tHe Future oF tourism / JUNGeS reISeN – DIe ZUKUNFT Der TOUrISTIK what are young travelers’ motives and expectations? How do they obtain information and book their travel? exclusive study results in a forward-looking market segment. / Welche Motive, erwartungen und reiseformen bewegen junge reisende? Wo informieren sie sich und wie buchen sie? exklusive Studienergebnisse in ein zukunftsweisendes Marktsegment. • axel Dammler, Managing Director, iconkids & youth • Dirk Föste, Member of the Board, rUF Jugendreisen

16.45 – 17.45 strategies DeveloPing niCHe markets in tourism: Best DemonstrateD PraCtiCe For gay & lesBian tourism / STrATeGIeN FÜr TOUrISTISCHe NISCHeNMärKTe: DAS BeST DeMONSTrATeD PrACTICe GAY & LeSBIAN TOUrISM Dynamic growth can be found in niche markets - the so-called “long tail”. the example of the gay & lesbian market segment shows how niche markets can be developed successfully. / Dynamisches Wachstum findet sich in Nischenmärkten – im sogenannten „Long Tail“. Das Beispiel “Gay & Lesbian Tourism” zeigt, wie Nischenmärkte erfolgreich bearbeitet werden. Greetings: rika Jean-François, Gay & Lesbian Travel Segment, ITB Berlin Moderated by: thomas Bömkes, Founder & Senior Consultant, TomOnTour.com • tanya Churchmuch, CeO girlports.com, Gay&Lesbian Market Director for Tourisme Montréal, Board Chair IGLTA • norbert kettner, CeO, Vienna Tourist Board • tom roth, CeO, Community Marketing • John tanzella, CeO, IGLTA

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spain’s tourism and sustainability, branding excellence in the alpine region. new perspectives for city tourism. / Spanien-Tourismus und Nachhaltigkeit, Branding excellence in der Alpenregion. Neue Perspektiven des Städtetourismus.Hosted by: Prof. Dr. Felix Bernhard Herle, International Tourism Management, University of Applied Sciences Bremen

10.30 – 10.35 oPening / erÖFFNUNG • Prof. Dr. Felix Bernhard Herle, International Tourism Management, University of Applied Sciences Bremen

10.35 – 11.45 sPain Forum: sPain’s tourism anD sustainaBility / SPANIeN-FOrUM: SPANIeN TOUrISMUS UND NACHHALTIGKeIT Can spain’s tourism industry realize the vision of Zero-Co2 tourism? what can be learned from best practice examples like iter and Playa de Palma? / Lässt sich die Vision einer Null CO2-Tourismusindustrie in der Tourismusdestination Spanien erreichen? Was lässt sich aus Best Practice-Beispielen wie ITer oder auch von Playa de Palma lernen? Introduction: Dr. manuel Butler, Director, TUreSPAÑA Introductory presentations: miren iriarte aqueche, Marketing Director, ITer Instituto Tecnológico y de energías renovables • margarita nájera, Government Commissioner, Project Playa de Palma Moderated by: Dr. Pilar martino alba, Professor, University rey Juan Carlos Panel guests: José luque, CeO, Fuerte Hoteles • Álvaro middelmann, Director Spain and Portugal, Air Berlin • Prof. Dr. Harald Zeiss, Head of Sustainability, TUI Germany

12.00 – 12.45 alPine Forum: BranDing exCellenCe in tHe alPine region / ALPeN-FOrUM: BrANDING exCeLLeNCe IN Der ALPeNreGION – in cooperation with the German Society of Tourism Research (DGT) – For the first time a comprehensive study, consisting of 18,000 interviews, has been conducted on the brand strength of the alpine regions. which destinations are most desirable and which have untapped potential? / erstmals liegt eine umfassende Studie mit 18.000 Interviews zur Markenstärke der Alpendestinationen vor. Welche Destinationen sind besonders begehrenswert und welche weisen ungenutzte Potentiale auf? Moderated by: Prof. Dr. Harald Pechlaner, President, German Society of Tourism research (DGT), Catholic University eichstätt-Ingolstadt • ariane ehrat, CeO, engadin St. Moritz • klaus-Dieter koch, Founder & Managing Partner, Brand:Trust GmbH, Brand Strategy Consultants

13.00 – 13.30 livaBle City. sustainaBle Quality oF liFe as a FaCtor oF suCCess For urBan BranDing. / LIVABLe CITY. NACHHALTIGe LeBeNSQUALITäT ALS erFOLGSFAKTOr FÜr DIe POSITIONIerUNG VON STäDTeN. How do cities win over the new generation of urbanites and creative tourists who are looking for a special feel-good factor which mixes green lifestyle attractions and local authenticity with sustainable innovation? / Wie gewinnen Städte die neue Generation von Urbaniten und Kreativ-Touristen, die den speziellen Feel Good-Faktor suchen, der Attraktionen mit Green Lifestyle und lokale Authentizität mit nachhaltiger Innovation vermischt? • andreas reiter, Future researcher and Leisure Trend expert, ZTB Zukunftsbüro

13.45– 14.15 strategiC target grouP CommuniCation – Best PraCtiCe examPle: HamBurg / STrATeGISCHe ZIeLGrUPPeNKOMMUNIKATION AM BeST PrACTICe-BeISPIeL HAMBUrG with its new marketing plan, the Hanseatic city of Hamburg will focus on selected key target groups and align all communication and marketing efforts accordingly. what are the opportunities and risks? / Die Hansestadt Hamburg wird sich mit künftig auf ausgewählte Kernzielgruppen konzentrieren und sämtliche Kommunikations- und Vertriebsmaßnahmen spitzer ausrichten. Welches sind die Chancen und risiken? • thorsten tschirner, Head of Marketing, Hamburg Tourismus GmbH

14.30 – 15.30 City tourism – tHe magiC oF tHe PlaCe / STäDTeTOUrISMUS – DIe NeUe MAGIe DeS OrTeS what are the strategies and experiences of tourism in european mega-cities? are authentic urban places experiencing a renaissance as a counterpoint to the virtual world? How does tourism develop? / Welches sind die Strategien und erfahrungen touristischer Megacities in europa? erleben authentische städtische Orte als Gegenpol zur virtuellen Welt eine renaissance? Wie funktioniert Tourismusentwicklung? Moderated by: otto Deppe, TV Journalist • norbert kettner, CeO, Vienna Tourist Board • Burkhard kieker, CeO, visitBerlin • Peter lindqvist, CeO, Stockholm Visitors Board

15.45 – 16.15 euroPean City Destinations: FaCts anD Figures – HigHligHts From gFk’s moBility monitor / eUrOPäISCHe STäDTereISeZIeLe: FACTS AND FIGUreS – HIGHLIGHTS AUS DeM GFK MOBILITäTSMONITOr why do germans take city trips and how do german cities compare to other european city destinations? How is the behavior of city travelers changing? what is the role of sustainability? / Welche Motive haben deutsche Städtereisende und wie stehen deutsche Städte im Vergleich europäischer Städtedestinationen? Wie ändert sich das reiseverhalten und welche rolle spielt Nachhaltigkeit • roland gaßner, Marketing Manager, GfK

itB Destination Day 3Hall 7.1a, auDitorium new york 1

Dr. Ian yeoman, european tourism Futures Institute, Victoria university of Wellington

Moritz von Laffert, Condé nast Verlag germany

alexandra Weigand, gfK retail and technology gmbH

David Perroud, M1nd-Set

Burkhard Kieker, visitBerlin

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operational staff of sme will be led “From unmanaged to managed travel“. Find out about the many ways to please your controller.Hosted by: gerd otto-rieke, Owner, Akademie Neue Medien

10.30 – 11.15 Presentation: Be Part oF tHe solution, not tHe ProBlem / TeIL Der LÖSUNG SeIN, NICHT TeIL DeS PrOBLeMSHow can travel management assist the company to weather economically weak periods? are there “golden Bridges” between before-and-after times of severe cut-backs? a case study. / Wie kann das Travel Management dazu beitragen, schwierige wirtschaftliche Phasen zu überbrücken? Die Case Study schildert die erfahrungen eines der Top 50 der weltweiten Automobilzulieferer.• Uwe Hoffmann, Head of Travel & Fleet Management, Hella KGaA Hueck & Co.

11.30 – 12.15 Presentation: imPlementing Business travel management / eINFÜHrUNG eINeS BUSINeSS TrAVeL managements

When a company has identified business travel as a significant cost factor, a concept to implement managing modules has to be developed. a case study. / Der Vortrag schildert einen ganzheitlichen Ansatz zur einführungeines Travel Managements von der Buchung bis zur Abrechnung und geht auf die Implementierungsphasen ein.• Heiko Luft, Head of Business Travel Management, enBW Systeme Infrastruktur Support GmbH

12.30 – 13.30 CHallenges oF Co-Determination / WeNN BeTrIeBSrAT UND DATeNSCHÜTZer MITreDeNBy law or by general labour agreements, labour-management committees, data protection commissioners and other staff representatives have various rights to influence management decisions. Partner up with them. /Wie macht man Betriebsrat und Datenschutzbeauftragte zu Partnern und nicht zu Gegnern? Die referentin erläutert Informations-, Beratungs- und Mitbestimmungsrechte an Hand von Beispielen aus dem Projektumfeld des Travel Managements.• Andrea Zimmermann, Lecturer, VDr-Akademie

13.45 – 14.45 getting suBsiDiaries in tune / KONZerTIerTe KOSTeNKONTrOLLe – LäNDerÜBerGreIFeNDeS TrAVeL MANAGeMeNTForeign branches of your company should be in harmony with HQ’s travel policy. nice theory. How realistic is international travel management? Sie wollen das in- und ausländische Travel Management besser koordinieren? Der Vortrag zeigt auf, welche erwartungen an höhere Produktivität realistisch sind, welche ersten Schritte sich empfehlen und welche Fehler man vermeiden sollte.• Jörg Martin, Lecturer, VDr-Akademie

15.00 – 15.45 FinDing tHe rigHt tmC / Der WeG ZUM rICHTIGeN reISeBÜrOPArTNerthe speaker explains how travel managers can use the erFP of vDr to execute a complete tmC request for proposal professionally and without hassle. / Der Vortrag erläutert, wie Travel Manager mit Hilfe des sogenannten erFP des VDr eine vollständige reisebüroausschreibung einfach und professionell durchführen können.• Peggy Gabriel, Global Travel Manager, Vattenfall europe AG

16.00 – 17.00 CorPorate travel risk management / AUFBAU eINeS TrAVeL rISK MANAGeMeNTS IN UNTerNeHMeNthe lecture shows ways how companies can better manage risks and emergencies with respect to their mobile staff. medical aspects are covered as well as classical safety and security issues. / Der Vortrag gibt eineeinführung in das Thema „Verminderung von risiken und Notfällen auf reisen“ und beleuchtet dabei medizinische wie sicherheitstechnische Aspekte.• Oliver Hirt, Litehouse Consulting

itB Business travel Day For oPerational exCellenCeHall 7.1a, auDitorium new york 2

Jörg Martin, VDr-akademie

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andré Borschberg, Solar Impulse

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Climate-friendly mobility is an innovative topic with enormous market potential. recognized experts from the mobility sector will discuss the current state and future prospects of eco-mobility. / Klimafreundliche Mobilität ist ein Innovationsthema mit enormen Marktpotenzialen. Ausgewiesene experten der Mobilitätsbranche diskutieren Status quo und Zukunftsperspektiven der Ökomobilität.Hosted by: Prof. Dr. roland Conrady, Scientific Director of the ITB Berlin Convention, University of Applied Sciences Worms

11.00 – 11.30 keynote: tHe Future oF moBility / KeYNOTe: DIe ZUKUNFT Der MOBILITäTThe next chapter in the history of aviation will be written by Solar Impulse. A round-the-world flight without fuel or pollution: A visionary, scientific adventure, a contribution to research and innovation and sustainable development. / Die nächsten Kapitel in der Geschichte der Luftfahrt wird Solar Impulse schreiben. Die Weltumrundung ohne Treibstoff und Schad-stoffe: ein visionäres wissenschaftliches Abenteuer, ein Beitrag zu Forschung und Innovation sowie zur nachhaltigen entwicklung.• André Borschberg, CeO, Solar Impulse

11.45 – 12.45 solar moBility innovator PanelSpectacular pioneering solar projects, each and every one: The first solar airplane, Solar Impulse, is getting ready to fly around the world. The first solar powered catamaran, Solar Planet, is currently sailing around the world. The world´s first solar car has successfully completed the first circumnavigation of the globe. What were the pioneers’ experiences? / Spektakuläre Solar-Pionierprojekte allesamt: Die erste Weltumrundung mit Solar Impulse steht an. Der erste Solarkatamaran umrundet derzeit die Welt. Das erste Solarauto hat seine Weltumrundung erfolgreich beendet. Welche erfahrungen haben die Pioniere gemacht?Moderated by: eberhard krummheuer, editor for Transportation and Tourism, Handelsblatt• André Borschberg, CeO, Solar Impulse • Louis Palmer, Initiator, Tour Director and Driver, Solartaxi• Immo Ströher, Investor, Planet Solar, Immosolar

13.00 – 14.00 eCo-moBility manuFaCturer rounDtaBlethe automotive industry is rearranging: what business models and innovative offers can customers expect? How will we get around in the future and what does that mean for travelling? / Die Automobilbranche ordnet sich neu: Welche Geschäfts-modelle und innovativen Angebote können Kunden erwarten? Wie bewegen wir uns morgen – auch auf Urlaubsreisen – fort? Moderated by: eric Heymann, Senior economist, Deutsche Bank research• René Caplan, Head of Business Development B2C e-Mobility, rWe effizienz GmbH• Björn Dosch, Head of Unit Transport, ADAC e.V.• Bernhard Grünewald, Head of Berlin Office, Toyota Motor europe• Volker Hoff, Vice President, Government relations, Adam Opel AG• Michael Speh, Business Development & Sales electric Vehicles, PSA• Markus Szczesny, BMW

14.15 – 15.00 rental Cars: Promoters oF eleCtriC moBility? / MIeTWAGeN: PrOMOTer VON eLeKTrO-MOBILITäT?rental car companies and providers of mobility services are starting pilot projects with electric vehicles (evs). what have avis and Deutsche Bahn experienced so far? what kind of feedback has been given by business and private customers? / Mietwagenanbieter und Mobilitätsdienstleister starten Pilotprojekte mit elektrofahrzeugen. Welches sind die ersten erfahrungen von Avis und Deutscher Bahn? Wie ist das Feedback von Geschäfts- und Privatkunden?Moderated by: Prof. Dr. tim sterzenbach, University of Applied Sciences Worms• Wolfgang Neumann, Group Commercial Director, Avis europe• Dr. Frank Wolter, InnoZ Centre for Innovation in Mobility and Societal Change

15.15 – 15.45 gFk stuDy: Customer neeDs anD attituDes regarDing eleCtriC veHiCles / GFK-STUDIe: KUNDeNBeDÜrFNISSe UND eINSTeLLUNGeN ZU eLeKTrO-MOBILeN

new study results about european drivers’ mobility needs, willingness to buy and usage requirements regarding electric vehicles. / Neue Studienergebnisse zu Mobilitätsbedürfnissen, Kaufabsichten, Nutzungsanforderungen europäischer Autofahrer gegenüber elektrofahrzeugen.• Herbert Lechner, Division Manager, GfK Mobility

16.00 – 16.30 airlines sPeCial: Cost reDuCtion anD environmental oPtimiZation in tHe eu emissions traDingsCHeme – in CooPeration witH atmosFair / AIrLINeS SPeCIAL: KOSTeNSeNKUNG UND UMWeLTOPTIMIerUNG IM eU-eMISSIONSHANDeLSSYSTeM – IN KOOPerATION MIT ATMOSFAIrHow can airlines cut costs by implementing their own climate protection projects? How can they regulate the supply of Co2 certificates in a way which is independent of the market, thereby increasing predictability? This presentation will be followed by a workshop in room viP lounge 1 (großer stern) / Wie können Airlines durch eigene Klimaschutzprojekte Kosten sparen und die Versorgung mit CO2-Zertifikaten unabhängig vom Markt regeln und damit die Planbarkeit erhöhen? Im Anschluss folgt ein Workshop in raum VIP Lounge 1 (Großer Stern).• Dr. Dietrich Brockhagen, executive Director, atmosfair gGmbH

16.45 – 17.30 Best DemonstrateD PraCtiCes: initial results From Pilot ProJeCts in international tourism Destinations /BeST DeMONSTrATeD PrACTICeS: erSTe erFAHrUNGeN AUS PILOTPrOJeKTeN IN INTerNATIONALeN TOUrISMUSDeSTINATIONeNtourism destinations are particularly dependent on natural areas remaining intact. which pilot projects are currently taking place? what are their results so far? which concepts are particularly forward-looking? / Touristische Ziele sind in besonderem Maße auf intakte Naturregionen angewiesen. Welche Pilotprojekte existieren derzeit? Welche erfahrungen liegen vor? Welche Konzepte sind besonders zukunftsweisend?Moderated by: Dr. Julianna Priskin, research Consultant, ZerO eMISSIONS rACe• Dr. Peter Brandauer, Mayor of Werfenweng, President of Alpine Pearls• Red Constantino, executive Director, Institute for Climate and Sustainable Cities (ICSC)

itB eCo-moBility DayHall 7.1a, auDitorium new york 3

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organisation:ITB Berlin Convention OfficeTel. +49 (0)69/24 70 38 04 Fax +49 (0)69/24 70 38 19

Alexandra Salessalexandra.saless@multivisio.de

Stefanie Telmesstefanie.telmes@multivisio.de

Sabine BierleinTel. +49 (0)30/3038 2322Fax +49 (0)30/3038 2330bierlein@messe-berlin.de

Scientific Director:Prof. Dr. roland ConradyTel. +49 (0)6241/509 126conrady@fh-worms.de

Press Contact:Astrid ehringTel. +49 (0)30/3038 2275Fax +49 (0)30/3038 2141ehring@messe-berlin.de

address:Messe Berlin GmbHITB Berlin ConventionMessedamm 2214055 BerlinGermany

www.itb-convention.com

Partner for viP service:

Partners oF tHe itB Business travel Days

meDia Partners oF tHe itB Business travel Days

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itB Berlin Convention – tHe leaDing travel inDustry tHink tank

general inFormation

• ITB Berlin Convention: 09–11 March 2011• The ITB Berlin ticket includes admission to all auditoriums, no prior registration is necessary*• Visit us in Halls 7.1a, 7.1b and 7.3

More information on the ITB Berlin Convention: www.itb-convention.com

*except for PhoCusWright@ITB.

For questions regarding the itB Berlin Convention:ITB Berlin Kongressbüroc/o Multivisio GmbHHamburger Allee 3760486 Frankfurt am Main/GermanyTel. +49 (0)69 24 70 38 04Fax +49 (0)69 24 70 38 19info@itb-kongress.de

Hall 7.1b• ITB Future Day• ITB Hospitality Day• ITB Marketing and Distribution Day

Hall 7.3• ITB experts Forum Wellness• PhoCus Wright@ITB

Hall 7.1a• ITB Business Travel Days• ITB Destination Days• ITB CSr Day• ITB eco-Mobility Day

ITB BerLIN CONVeNTION

Hall 5.1• Business Travel Young Professional Day• ITB Science Prize by DGT

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The Trade Show for the Asian Travel MarketThe Trade Show for the Asian ade Show for the Asian ade Show f

Supported By: Held in: Conference Partner: Partner Hotel:

DISCOUNT FOR EXHIBITORS:

SAVE 10%Take advantage of the Early-Bird Special and secure your space now! Hand in the completed form until 25 March 2011.

VISIT US AT ITB BERLIN:Hall 1.1/105AHall 2.1/117 Hall 20/106Hall 26/320

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Welcome to the 2011 ITB in Berlin

Invest in the future Attract international visitors

Hall 12 / stand 102

The German National Tourist Board is looking forward to welcoming you to another edition of the ITB.Come and visit the Destination Germany team and its tourism partners: • Association of German Chambers of Industry and Commerce • Association of German Nature Reserves • Association of Tourist Guides in Germany (BVGD) • Automobile Summer 2011 • Barrier-free Destinations in Germany • Deutscher Tourismusverband Service GmbH • FIFA Women‘s World Cup 2011™ • German Cyclists‘ Federation • German Hotel and Restaurant Association (DEHOGA) • German International Hotel Association (IHA) • German Spa Association (DHV) • German Tourism Association (DTV) • German UNESCO World Heritage Sites Association • Jugendherbergen-DJH Service GmbH • RDA International Coach Tourism Federation • Sixt rent a car

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