Thanks to everybody who joined us at #TBF24. Here's to 2025!


Session Preview: Pricing at Board Level?

In the latest of our #TTF17 Speaker and Session Previews, we are gearing up for a seriously good debate about pricing. Well, (quite rightly) you asked for more… and we will not disappoint.

Enter our pricing world leaders; Ana Morillo Arroyo – Global Commercial Strategy Director, NH Hotel Group, Spain and Miguel Afán de Ribera – Director, Simon-Kucher & Partners, Spain.

Ana Morillo Arroyo, Global Commercial Strategy Director, NH Hotel Group, Spain. With over 8 years’ consulting experience in top line growth for companies across numerous industries such as automotive, retail & distribution, Ana is currently responsible for Global Pricing Strategy at NH Hotel Group, a hotel chain operating more than 375 hotels in 30 countries across the world. Her main responsibilities include the definition of the necessary strategic frameworks and vision for the revenue management department in coordination with marketing and sales to ensure top line growth maximisation is achieved with a customer centric approach.

Ana has a Bachelors in Business Administration and is a frequent speaker at international conferences and business school programmes on an international level.  Ana was very well-received at last year’s Forum. For 2017, she’ll be going deeper into travel and tourism pricing strategies and processes – and how these can be applied to sports and entertainment. Once again she’ll be making the case for “pricing to be board level imperative.”


Joining her, will be Miguel Afán de Ribera. Pricing is by far the most important profit lever, but most ticketing businesses hugely underestimate its impact. Rightly, you wanted to know more about pricing strategies – well, we’ve landed the world’s leading pricing consultancy for our 2017 programme line-up. Simon-Kucher & Partners is a global consulting firm specialising in TopLine Power®, which encompasses strategy, marketing, pricing and sales.

Founded in 1985, the practice – with nearly a thousand professionals in 33 offices worldwide – has been built on evidence-based, practical strategies for profit improvement via the top line. Simon-Kucher & Partners is regarded as the world’s leading pricing advisor and thought leader. Its biennially conducted Global Pricing Study: is the only one of its kind – developed through interviews with 2,000+ executives and managers from companies of 25 industries and over 40 countries revealed that each second company is involved in a price war. Increasing low-cost competition and clients’ growing negotiation power are just two of the reasons for rising price pressure. Companies can counteract through effective price management.

Miguel Afán de Ribera heads up Simon-Kucher & Partners’ Leisure, Tourism & Transportation operations in Iberia & LATAM. Simon-Kucher helped key players in their respective industries such as Roland Garros, National Express, NH Hotels and Parques Reunidos (the global theme park operator).


Join the pricing debate, and meet 450+ ticketing business leaders in Dublin 5-6 April. Register here!

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