DORM for President – Revenue Management Professionals becoming Data Scientists and Marketing Evangelists. Frédéric Toitot, Director RM Programs & Careers, Global RM & Pricing, Accor

HSMAI CONFERENCE, LONDON 24th February 2015

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48  %  50  %  

2  %  

Fundamentally different Rather Different The same

98% believe that the job of RM will substantially differ between today and 2020

% of answers to the question: « How do you see the job of a Revenue Manager between today and 2020?” (44 respondents)

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Revenue Management will be substantially impacted by the strong development of technology and the emergence of big data

What about the RM roles ?

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60% rank technology has the driving factor of change in the future RM role

2%  

3%  

10%  

11%  

12%  

25%  35%  

More  educated  and  experience  Revenue  Managers  on  the  market  

Accor  Organiza?onal  changes  

Economic  Trend  and  Market  Varia?on  

Growing  RM  Culture  in  hospitality  

Clients  evolving  behavior  

Technology  leap  (emergence  of  big  data)  

Technology  leap  (emergence  of  mul?ple  travel/pricing  actors  and  solu?ons  on  the  

% of answers to ranks 1 and 2 to the question: « According to you, what is/will be driving that change in the RM Job? ( Rank by importance, 1 being the most important)” (44 respondents)

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A new set of competencies is required to perform in Revenue Management

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50% believe Accor RM are especially lacking forecasting and analytical skills

25% 25%

21%

13% 11%

4%

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% of answers to ranks 1 and 2 to the question: « In general, what are the main competencies you think Revenue Managers are lacking the most today at Accor and that they should master in the coming years? Rank the items (1 being the competency RM are lacking the most today)” (44 respondents)

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A new set of competencies is required to perform in Revenue Management

Profiling and casting The 2020 RM usual suspects

40%  

25%  

24%  

11%  

The  YIELDER  The  HOTELIER  The  STATISTICIAN  The  MANAGER  

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Revenue Manager remains a specialist job but more and more looking for data experts

% of answers to ranks 1 and 2 to the question: « If we had to hire tomorrow a Revenue Manager in a strategic Accor hotel, which of the following profiles would you advise us to select in priority? Rank the profiles (1 being the top priority)” (44 respondents)

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New skills & competencies

have to be developed

through modern, up to date and in-

depth training courses

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38% consider forecasting and pricing as the key concepts to master to make Accor

RM outstanding professionals in 2020

Communica2on  and  presenta2on  skills  

Data  analy2cs  and  applied  sta2s2cs  

E-­‐distribu2on  &  channel  management  

In-­‐depth  revenue  forecas2ng  and  pricing  

14%  

19%  

30%  

38%  

% of answers to ranks 1 and 2 to the question: « According to you, among the following training courses, which ones do you think will make a difference (period 2015-20) for Accor RM to be recognized as outstanding pro? Rank the items by importance (1 being the most important))” (44 respondents)

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In your own words… the new face of the Revenue Manager 2020

Answer to the question: « If you had to define the Hotel Revenue Manager 2020, which key words would you spontaneously propose? You may write below up to 5 key words. (44 respondents)

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Questions?