Travel Tech Connect: Harnessing Tech to Deliver - Ancillary & Merchandising Conference 2020

Date: 27 Apr 2020 - 29 Apr 2020    Location: Berlin, Germany    Delegates: 130+

Photo: Packed Networking at AMC 2019 in London

$100 billion is a big number, but that's what IdeaWorksCompany - the go to source for ancillary revenue figures - indicated that airlines generated in ancillary revenues in 2019. But what does the new decade have in store in terms of ancillary revenue generation? Where will the next $100 billion come from?

Clearly, at these levels calling it "ancillary" is probably out-of-date. These are now core revenues that airlines and other travel retailers need to generate to be profitable and remain competitive. Join this conference to hear the latest best practices and make the connections to get your share of every journey.

Early reduced-price Registration is available from $399.00 USD (Airlines & Travel/Hospitality Providers) and $1,099.00 USD (Vendors & all non-Airline/Travel Providers) for payment by credit card on/before Friday 14th of February. Payment by Bank Transfer is $100.00 USD additional.


Click on the links below to jump to that agenda section or scroll down to see the whole conference program:
► Leaders & Innovators: Spirit Airlines Case Study
► Understanding the Customer Experience: The Complete Digital Touchpoints
► Lookers, Bookers and Pre/Post Travellers: New products, subscriptions and more!
► Retailing & Merchandising Platforms: Are you ready for Google & Amazon?
► Sustainability, Flightshaming and Where to Next: Greenwashing or will people travel less?

Pre-Day - 27th April 2020:

2.00 - 5.00pm: Optional Pre-Session from

6.00 - 8.00pm: Welcome Reception from

Day One - 28th April 2020, Morning Session: Leaders & Innovators

9.00 - 9.30am: Case Study on Ancillary Success, Ancillary Revenue leader, Spirit Airlines

9.30 - 10.30am: Ai Lions' Den pitching contest

If you are from a tech company, or a potential delegate, and want to showcase your products and services in our Lions' Den, then This email address is being protected from spambots. You need JavaScript enabled to view it. and  we'll explain the process of how to get a slot.

10.30 - 11.10am: Networking and Coffee

11.10am - 12.00pm:    Debate Session: Ancillaries are no longer secondary. In our omni channel and mobile first world, can the "A" word continue?  From in-path to out-of-path, direct or indirect distribution, let's ditch the word and focus on customers and not industry terminology.  Do you agree or disagree?

If you have an opinion on this topic and want to join this debate, This email address is being protected from spambots. You need JavaScript enabled to view it.

12.00 - 12.30pm:          What are the best tech platforms to deliver a leading ancillary strategy?  

12.30 - 2.00pm: Networking and Lunch

If you are looking for a solution to a specific ancillary merchandising issue then let us help you connect over lunch with an expert.  Email us at This email address is being protected from spambots. You need JavaScript enabled to view it.

Day One, Afternoon Session, Part 1: Understanding the Customer Experience

The leaders in generating Ancillary Revenues have worked hard to understand the booking flow and the customer journey.  They are experts in maximising the Customer Experience at all touchpoints. This afternoon's session is focused on this topic:

2.00 - 2.30pm - What Products and Where? From In and Out of Path, what are the 10 steps you need to take to increase conversion?

2.30 - 3.00pm - Big Data. Small Data. Personalisation: How do you turn all the data in your gold mine in to sellable treasure?

3.00 - 3.30pm - Are you bundled up? Fare Families & Bundles - how to implement a coherent strategy

After the first part of understanding the customer view point, from 3.30 and 4.10pm attendees will have the chance to experience some great networking with fellow delegates from around the globe.

Day One, Afternoon Session, Part 2: Lookers, Bookers and Pre/Post Travellers

4.10 - 5pm:       Are you missing a trick (or two!) when it comes to conversion?   Looking at some of the more novel ways the industry is moving beyond just air and non-air ancillary products. What's coming next:

Inflight Wi-fi: AirAsia thinks this is the next big source of revenue
Media Marketing: Monetizing those lookers who might not book
Subscriptions: Amazon has turned this in to an art form. Can it deliver for your business?
Ground Transportation: Making this seamless for your customers, while generating more revenues
Paid for Upgrades: Selling seats in different ways to maximise revenue per flight
Tours and Acitivities: What's the best way to sell - inpath, out of path, or both?
John Maguire, CEO, TripAdmit & travel client (invited speaker)

5.00 - 6.00pm: Networking and Drinks.  Courtesy of Avis-Budget, the drinks will be taking place with a superb view of the Berlin Zoo!

Day Two - 29th April 2020: Morning Session Part 1: Retailing and Merchandising Platforms

9.00 - 9.50am: Debate Session: Are Google, Amazon, Facebook (and others!) an opportunity or threat for airlines, travel companies' and their revenues?  Ryanair want to be the Amazon of Travel and view their planes as convenience stores in the sky.  Is this just wishful thinking? Surely Google, which bought ITA Software's great distribution technology several years back for almost $1billion, would have moved to do it by now?  All of these companies have great platforms, so, what are the lessons to be learnt?  Or, are we being complacent?   When it comes to selling travel, are these organisations toothless tigers, or do they have fangs?

If you have a strong view on this and would like to join this debate at the event, please email This email address is being protected from spambots. You need JavaScript enabled to view it.

9.50 - 10.10am: :Lesson from the Classic Retailers: What are the key, applicable lessons from leaders like Walmart, Nordstrom and Amazon for selling travel?

10.10 - 10.30am: NDC and One Order: Solutions in Search of a Problem?

10.30 - 11.10am: Coffee and Networking

Day Two, Morning Session, Part 2: Sustainability, Flightshaming and Where to Next?

11.10 - 11.40am:          20% of Europeans say they are going to fly less because of green issues/flight shaming.  What part do ancillaries have to play in the race for sustainability?

11.40 - 12.30pm:          Closing Panel Session: Where will the next $100 billion come from? Will it be sustainable, both in green terms and will customers continue to pay?  Will a black swan company/event appear, Uber like, and eat the industry's lunch?  This session, will debate, discuss and challenge what's coming next.


Want to see last year's presentations to get a better idea of the Ancillary Merchandising Conference? Click on the button above and request the presentations from the "2019 Ancillary Merchandising Conference."

Photo: InterContinental Berlin Hotel

Conference Venue & hotel bookings:

Address: Budapester Str. 2, 10787 Berlin, Germany
Phone: +49 30 26020

Our preferred group rates starting from 149€ (Single) or 174€ (Double) plus City Tax. Please book below: 

Conference Agenda Thumbnail Outline:
Monday, 27th April 2020: 14:00-17:30 Pre-Event Session and 18:00-19.30: Welcome Reception
Tuesday, 28th April 2020: 08:00-18:00 Breakfast, Conference Sessions & Evening Reception
Wednesday, 29th April 2020: 08:00-12:30 Breakfast & Conference Sessions


Photo: Past Airline Information Conference

The following companies participated in 2019. The 2020 list will be published soon and is expected to be similar.

Aegean Airlines  SA
Air Black Box
Air Canada
Air China
Air France
Air Niugini
Air Transat
Airstream Associates
American Airlines
Biman Bangladesh Airlines
British Airways
Collinson Group
Cover Genius
El Al Israeli Airlines
Eurowings GmbH
Expedia Partner Solutions
GetYourGuide Deutschland GmbH
Gordian Software
Healix Insurance
Holiday Extras
InflightFlix International Limited
IFT Consulting
InteRes GmbH
LOT Polish Airlines
Loughborough University
Lufthansa Group
New World Loyalty
OpenJaw Technologies
optile GmbH
Peakwork AG
Pegasus Airlines
Qatar Airways
S7 Travel Retail / S7 Airlines
SAS Scandinavian Airlines
Saudia Airlines
Smile Again
TAP Air Portugal
Thai Airways International Public Company Limited
Thomas Cook Airlines
Turkish Airlines
Ukraine International Airlines
United Airlines
Virgin Atlantic Airways
Wideroe AS
XL Airways


Photo: Madeleine, Event Chairman

Ai Events is delighted to announce that Madeleine Anderson will once again be the Event Chairman and agenda setter of the 2020 Ancillary Revenue Conference (AMC). She looks forward to hearing from you if you wish to speak at this event.

To inquire about speaking, click here to complete the online speaker's inquiry form and thereby contact Madeleine.  You can see a sample of the information for the online form by clicking here

Madeleine Anderson worked for British Airways for 10 years, including managing the British Airways Executive Club (UK). This was followed by three years working for Ernst & Young Management Consultancy, specialising in Loyalty across a number of sectors in Europe. Since 2002 Madeleine has worked as an independent consultant, holding a series of roles in Europe and the Far East. This has included launching a loyalty programme for and supporting the strategic development and launch of a co-brand credit card for Emirates Airline. She graduated from Loughborough University of Technology with a BSC (Hons) Management Sciences and Diploma of Industrial Studies. She has also received a Post Graduate Diploma of Business Administration from Lancaster University and a Diploma of Direct Marketing from the Direct Marketing Centre/Kingston University.

Top Brand Names Sponsor Ai Events.  Great Content and Connections made by presenters and sponsors.

Sponsoring an Ai Event

Whether it is raising brand awareness, new product launches or prospecting for new business, sponsoring an Ai Event is a great way to connect with your target audience.  We aim to understand your detailed objectives so that we can tailor a sponsorship package to your requirements and budget.

With a comprehensive range of sponsorship options available, from exhibition space to sharing your marketing material with delegates, we will create a unique opportunity to promote your brand and/or product. For more details on sponsoring this event, please contact Michael Smith at: This email address is being protected from spambots. You need JavaScript enabled to view it.

Who comes to an Ai Event?

Ai Events focus very much on content. We have industry practitioners as speakers sharing their insights into the key issues of the day. We don’t sell speaking slots, which means our presentations are not sales pitches thus attracting delegates who want to keep up-to-date with innovations and best practices. Most airline, hotel and travel industry delegates are senior decision makers. From SVP, VP and Director level, our delegates are predominately the people doing the job and making purchasing decisions.  

For more in-depth sponsorship information, relating to our different events, or the make up of our delegates, please ask for our Media Pack.

What sponsorships items are available?

We work with our sponsors to customise their sponsorship package to their corporate objectives and budget.  Our sponsorship items start from US$999 and can be tailored to your exact requirement.

Some of the options available include:

► Exhibition space - great brand presence and your chance to speak with delegates during breaks & lunches
► Brand awareness at the event with sponsorship of coffee breaks, networking receptions. We aim to get your brand out there in front of your target audience
► Establishing your brand as an industry thought leader via white papers or other specialist content on the Ai website and promotion of your messages on the relevant event websites
► We also can run webinars and can promote your content to our extensive worldwide database of airline, hotel and travel industry executives

For a more detailed package, prices and how we can help you get to your target customer, please contact Michael Smith by email. He's based in Scotland in the UK and will get back in touch with you as soon as possible to understand your needs and to tailor a package for your needs. His email address is This email address is being protected from spambots. You need JavaScript enabled to view it.


Photo: Our all female "Lions" and Lion's Den pitching contest winner at AMC 2018, Edinburgh

Pitch your New Product to the Ancillary Merchandising Conference Delegates

Delegates participate in the Ancillary Merchandising Conference not only to connect with great content during the presentations, but also to find out what is new and cutting-edge in terms of ancillary revenue generating products.

So, if you have a new product or service that you'd like to pitch to our panel of experts, as well as all of the conference delegates, then our ever popular Lions' Den is the perfect place for you. It's a 5 minute sales pitch followed by questions about your product/service from the Lions (Judges). Two prizes are then awarded- one for the best and most entertaining pitch and the other for the best product.  Previous winners have included the likes of "small startups" (at the time) of Plusgrade and Adyen. Plusgrade are now working with 60+ airlines for their paid for upgrade program, while Adyen, founded just over 10 years ago, is now worth more than 2.5 Billion Euro!

Would like to pitch your ancillary-related product in the Lions Den at AMC? Please email Michael (This email address is being protected from spambots. You need JavaScript enabled to view it.) to let us know!