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3 levers for successful RM
Direct vs. indirect channels
CRM + RM = ProPAR
SUB POINT
Brand image => Perceived value
Value => Rate
Google has rich data sets about guests • Search provides
information about intent and interests
• Gmail provide access to loyalty membership/preferences
• Mobile offers location data
Driving “Limited Offers” product because they
know who the guest is
• Discounted rate, sold as CPA
• Tied to hotel loyalty programs
• Doesn’t violate rate parity agreements as it targets specific, known customer
segments
• Results are promising, but far too premature to offer conclusive insights
Cornell study suggests better
reviews lead to increased RevPAR Pricing Power
(ADR) Demand
(Occupancy) Performance (RevPAR)
All +0.8% +0.2% +0.96%
Upscale +0.67% +0.19% +0.83%
Upper Midscale +0.74% +0.42% +1.13%
Midscale +0.89% +0.54% +1.42%
Measured change in pricing power, demand, and performance given a 1% change in online reputaMon Source: Cornell Center for Hospitality Research
Real-world says so, too
• Achieved top positions in TripAdvisor, Yelp, social channels
• Occupancy index improved to 95-105
• ADR index improved to 107-180
• RevPAR index improved to 109-169
• Growth above comp set
• Reduced or held OTA share below 10%
Source: Tim Peter & Associates client data; STR Monthly Hotel Survey; Running 12 months ending March, 2015
3 levers for successful RM
Direct vs. indirect channels
CRM + RM = ProPAR
SUB POINT
Brand image => Perceived value
Value => Rate
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