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a ‘state of the union’ february 2015

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a ‘state of the union’ february 2015

with you today:

David turnbullSnapshot.travel@snapshot_demand

Lennert de jongcitizenm hotels@citizenlennert

on the menu

hotel marketingrate parityfriction in data

NOT on the menu

reputationsocialmobile

a hotel in 1999

Hotel 15 years ago

Hotel 15 years ago

Hotel 15 years ago

Hotel 15 years ago

Hotel 15 years ago

general manager

director of sales

MICE sales manager

corporate sales

manager

banquet sales

manager

rooms division

manager

reservations manager

revenue manager

front office manager

f&b manager

loads of other people

1999: revenue managementmarket segments, pace, price, historical, rms, overbooking

Hotel nowadays

a hotel in 2015

Hotel nowadays

Hotel nowadays

Hotel nowadays

Hotel nowadays

Hotel nowadays

general manager

director of sales

MICE sales manager

corporate sales

manager

banquet sales

manager

rooms division

manager

reservations manager

revenue manager

front office manager

f&b manager

loads of other people

but something changed

costs

online check in

SEO

social media

dynamic packaging

SEA

dynamic corporate rates

dynamic rates

facebook advertising

agent model

distribution costs

google adwords

closed user groups

callcenter

yelp

star ratings

opaque model

web 2.0internal data

touroperators

retargeting banners

digital advertising

external data

plus

airBNB

housetrip.com

labour

1999-2010

2015 - mostly consolidated into three giants

why?

were

were we ever good in understanding customer needs?

were

where is the guest going?

source: Skift 2014

who has used one of these?

what do they have in common with:

?

categorie killers

are purely digital

are not in the business

enough scale and target audience

this came in last week

average ride price: down 16%average rides per hour: up 55%

average earnings per hour: up 30%

Uber doing revenue management for taxi’s

and sharing this with users!

our industry is fragmented (500.000+ properties)

mass consolidation is awaiting (and needs) to happen

rate parity...

hotel focus

OTA focus

the job of the RM is getting quite extended

2015: shift to demand managementmarket segments, pace, price, rms, overbooking, historical, costs, channel, conversion attribution, digital marketing, external data sources, booking.com-expedia-tripadvisor data, GRI, a/b/c testing, sales funnel

in 2014/2015

buys

buys

buys

where will this go, and what is your plan?

enough of this marketing, back to the numbers

ANALYTIC CAPABILITY PROBLEM SOLVING ABILITY

X X GESTALT INTERFACEHUMAN & COMPUTER

FRICTION

FRICTION

DATA IS THE NEW SOIL

David McCandless, TEDGlobal 2010

THE FULL PRODUCT ? Rep Comp CRS

/CMIn-Room

+ required data / Interfaces

FULL PRODUCT

Hotel Cost

Subscription fees+ 1.000 / year

Hotel Cost

Subscription fees+ 1.000 / year

Hotel Cost

New Interface Build: 25.000Existing Interface: 6.000

Hotel Cost

Setup and implementation 20.000

Hotel Cost

….

Hotel Cost

Interfaces costs+ 3.000 / year

RateShopping

Pricing: Competitor Set Rates /

Avail

Positioning

OTAAnalytics

Reservations DataSummary or Transaction

Level

PMS

Rates, overbooking & restrictions

Distr. Systems

Integration in the organisation

a Revenue Management

System

(Hotel Technology) Buyers identify

‘high costs of ENTRY or high INVESTMENT’&

‘INTEGRATION with existing systems’

leading barriers for implementing new technology

(timetric , Global Hotel Industry Survey 2013: Technology Initiatives and Investment Decisions)

PMS Dependent

80%

PMS Semi- Dependent

HOTEL TECHNOLOGY PLAYERS(LARGEST BY TYPE)

CONSUMERIZATION

Consumer Expectations

Enterprise IT

…will force more IT change over

the next 10 years than

any other trendCitrix

DATA IS THE NEW SOIL

David McCandless, TEDGlobal 2010

HOTEL TECHNOLOGY PLAYERS(OUR SOIL)

25 PRODUCT PREFERENCES

✓ Buying a bigger purse✓ Increased soap / sanitizer✓ Change to unscented✓ Dietary supplements

25 /

100.000

TELL ME WHAT YOU LIKE …

…AND I WILL TELL YOU HOW INTELLIGENT YOU ARE…

LESS THE RIGHT DATA = BETTER DECISIONS

Significantly Better Diagnostic Performance

LESS THE RIGHT DATA = BETTER DECISIONS

:• ECG• Blood Pressure• Fluid in Lungs• Stable / Unstable

Significantly Better Diagnostic Performance

SKIN CANCER STORY

TELL ME WHAT YOU EAT…

… AND I WILL TELL YOU HOW LIKELY YOU ARE TO TAKE THAT FLIGHT

HOSPITALITY INDUSTRY

key takeaways for 2015

the hotel industry is marketing and data confusedtake control of your databe open for the unexpectedbe strong by understanding our weaknesses