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global distribution
robert mcdowell
svp, global distribution & loyalty
october, 29 2013 ascendcollection.com
agenda
2
• Distribution trends
• Recent successes
• Upcoming initiatives
distribution trends
ascendcollection.com3
global distribution at choice
4
SVP Global Distribution and Loyalty
Distribution Strategy
eCommerce
Third Party Distribution
Revenue Management
Loyalty, Promotional,
and Relationship Marketing
Global Sales
Shared Services
choice’s distribution system drives results for
ascend hotel collection properties
5
11%
44%13%
32%
Voice CH.com GDS OTA
$126.43
$142.63 $152.24
$117.15 $117.35
$-
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
$160.00
Voice CH.com GDS OTA Hotel Direct
CRS Share ADR by Channel
Customer acquisition evolution
the evolving hotel distribution landscape
31% 38%
2010 2013
Consumer behavior shifting to mobile channels
Industry mobile revenue share
Distribution Landscape
14%<1%
CH.com mobile revenue share 14%1%
CH.com search revenue share
Paid vs. organic share
Average Google CPC
46%
43% 57%
$0.34
44%
$0.57
46% 54%
Continued growth of the OTAs OTA CRS channel share5% 9%
Strategic FocusGrow proprietary online channels, mitigate OTA growth, and expand direct distribution opportunities.
Choice CRS Contribution
Consumers less reliant on voice channel 7.3% 5.8%Voice system-wide contribution
6
New Players
New
Functionalities
7
meta search is growing and evolving
the rise of the digital elite
8
33% of active
travelers are
members of
the Digital
Elite, up from
5% in 2011
Own 2+
digital
devices
More likely to
have a family
More likely to
use social
media
Spends more
on travel
growth in mobile is exploding
9
RapidBook
We’ve committed additional funds
to mobile development
where will we connect next?
10
recent successes
ascendcollection.com11
promotional rates are a huge success
12
$12m in revenue to date!
property-level websites drive direct bookings
13
global sales helps drive midweek businessExclusive
Mid-Market
Hotel Chain
New TMC
Partnerships
Leveraging
Data to Find
High Potential
Companies14
how does call forwarding work?
• How the call forwarding program works
Customer calls
the hotel
Hotel manually transfers
the call to Choice
Reservations
IVR – Caller
presses option for
Reservations
Choice Res Agent answers
the call for the hotel
15
why join call forwarding?
20% ADR
premium
Enhanced
guest
satisfaction
40.1%
conversion,
August YTD
Average of $5
earned on
every $1
invested
16
revenue management is essential
17
$200 tonight
$225 tonight
$195 tonight
$120
$122
$124
$126
$128
All Guest ADR atAscend
CP Member ADR atAscend
$123
$128
members deliver an ADR premium
18
4%
upcoming initiatives
ascendcollection.com19
customers seek ratings & reviews
20
*These screen shots reflect a work
in progress. Actual eBrochure
appearance may differ.
manage your online reputation
21
Required
Recommended
eBrochure content refresh
22
personalization allows for member-centric content
23
Aggressive
promotion
messaging
Account
balance /
Elite status
Personalized
stay, earn &
redeem content
Featured
brands
thank you
ascendcollection.com24
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