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Direct is Always Better: How to Boost Direct Bookings, Lower Distribution Costs and Increase Bottom-Line Profits
Key Performance Indicators -
Reason for Major Concern
Key Performance Indicators in U.S. Flattening Out
STR, September 2016
2.0%1.6%-0.3%3.1%2.8%
Supply
Demand
Occupancy
ADR
RevPar
2016 Forecast 2017 Forecast
1.6%1.6%0.0%3.2%3.2%
Over Supply in Top Markets
STR, September 2016
7%7%8%10%14%
Houston, TX
Nashville, TN
Seattle, WA
Denver, CO
New York, NY
Market Rooms Under Construction % of Existing Rooms
5,6252,7033,3584,29716,301
Over Supply = Negative Growth in Top Markets
MarketTotal Hotel Rooms in
MarketAugust YTD Growth
in OccupancyAugust YTD
Growth in ADRAugust YTD Growth
in RevPAR
New York City 112,468 0.20% -2.90% -2.80%
Miami 53,488 -1.30% -2.00% -3.30%
Chicago 112,455 -1.90% -0.30% -2.20%
57.2 MMUnits Available
(+110%)
27.5 MMUnits Sold (+104%)
Airbnb Satisfies Some Demand
$4.7 BRevenue Generated
(+135%)
AIRBNB IN THE U.S.LAST 12 MONTHS (JULY 2015 – JUNE 2016)
Source: CBRE Hotels’ Americas Research; Airdna, Q2 2016.
Hotels Losing Market Share to OTAs
Shifting Share to the OTAs Destroys the Bottom Line
Kalibri Labs, 2016
2014
2015
$135.5 billion$145.5 billion (+7.4% )
Guest Paid Revenue
Generated by U.S. hospitality industry
Yet, the industry captured LESS in net revenue.
Result? $600 million not added to NOI (Net Operating Revenue)
How Can Hoteliers Grow
Profitability?
Top 6 Cost Drivers
Labor Costs Debt Service Franchise Fees
UtilitiesReal Estate Taxes
Distribution Costs
Labor Costs Debt Service Franchise Fees
UtilitiesReal Estate Taxes
The Only Cost Within the Property’s Control
Distribution Costs
How Can Hoteliers Grow Profitability?
HOTELIERS CANNOT CHANGE:
▪ Top Cost Drivers beyond their control (Ex. Labor costs - Productivity has reached its peak)
▪ ADR (with supply and demand equalizing)▪ Supply: Over supply nulls any benefit from
rising demand ▪ Demand: Even with increase in demand,
companies like Airbnb to compete with
THE ONLY OPPORTUNITY:
▪ Lowering distribution costs: shift bookings to the hotel website (book direct)
The Distribution Cost Conundrum
How we account for distribution costs in hospitality.
WhatAre YourCommissionsCostingYou?
How do we measure the cost of distribution
from the OTA channel?
Accounted for as COGS in a single line item.
Usually unclear whether these are paid for Travel Agents, GDS, CRS or OTA.
OTAs collect room revenue and pay the hotel the negotiated net rate.
It is not even accounted in the hotel P&L!
Merchant Commissions
AgencyCommissions
What does this mean?
OTA distribution costs are being completely ignored.
This “unlimited commission potential” allows OTA bookings to grow without restraint.
How do we measure the cost of distribution
from the direct online channel?
From the Sales & Marketing Budget; a line item in the
property budget.
Distribution Costs via
Brand.com
Irrespective of how profitable, the property can
rarely spend more to get more direct bookings.
What does this mean?
The most cost-effective bookings are severely restricted
by the sales and marketing budget.
The most expensive bookings are not restricted and
can grow exponentially.
Direct Online
ChannelOTAs
Action Plan: How to Heal the Distribution Cost “Self-Inflicted Wound”
Treat Direct Online Channel Commissions the Same as OTA Commissions
Treat both as COGS, deducted from the gross room revenue.
Direct Online
ChannelOTAs=
Adopt a “Direct is Better”
Strategy
Adopt “DIRECT IS BETTER” top-down strategy
Direct is Better Strategy
Provide Adequate Funding for the Direct Online Channel
Sell on Value, Not on Price - Improve Merchandizing Strategy
Who “owns” the website and its results and performance?
Whose salaries and bonuses are tied to the website’s
revenue?
Who is incentivized when you lower your distribution costs?
Direct Is Better: Start with a Top Down Strategy
WHY BOOK DIRECT? give your guests a reason
Early Check in/Late Check Out
Free Breakfast/Dining Credit
Free Wi-Fi
Free Room Upgrade
Every hotel should have book direct initiatives
Members Only specials to encourage direct bookings.
Educate and Empower Your Staff
Direct Guests = Best Guests
Create an Employee Guide to Increasing
Direct Bookings
Sell on Value, Not on Rate – Merchandising Strategy
Saturday in the CityJoin us for a weekend getaway and enjoy free
breakfast and free parking.
BOOK NOW
Family Museum PackageTake the kids on a wild ride this weekend. Get 4
museum passes, free breakfast and free parking.
BOOK NOW
Happy Anniversary!Celebrate with a bottle of champagne, chocolate
covered strawberries and late check-out.
BOOK NOW
Example: Generate weekend demand for predominantly business hotels with weekend leisure or special occasions packages
Allocate sufficient budget for the direct online channel.
Snapshot of the 2017 Digital Marketing Budget
Case Study: How much do independent hotels budget for the property-level direct online channel?
SPEND PER ROOM$649
Independent Hotels – HeBS Digital Portfolio
Time Frame: 2016
Case Study: How much do other branded hotels budget for the property-level direct online channel?
SPEND PER ROOM$250
HeBS Digital Branded Property Portfolio: Hilton, Marriott, Starwood
Time Frame: 2016