BTO 2016 | Day TWO | Giovedì 1 dicembre Oracle Hall [Main Hall Internazionale] WHY! Selling ancillary direct will be the future http://www.buytourismonline.com http://www.buytourismonline.com/eventi/ancillary/ Keynote Speaker Ecaterina Paun Protel hotelsoftware Talkbacker Serena Viscovo Viator Claudio Bellinzona Musement Il futuro passa anche dalla vendite dei cosidetti ‘ancillary’. Cercheremo di capire se c’è ancora spazio per arrivarci da parte delle aziende indipendenti. Negli anni molti players si sono moltiplicati in questo tipo di vendita con metodologie diverse e sempre più performanti.

1. WHY!
SELLING ANCILLARY DIRECT WILL
BE THE FUTURE
Ecaterina Paun
protel hotelsoftware G.m.b.H.

2. Letter
from my loved oneAuthor Petar Milošević
Fotograf: H. HoffmeisterAuthor: Jean-Christophe BENOIST

3. ACTIVITIES&TOURS
CURRENTSTATUS
HOTELS
TECHNOLOGY

4. #1
HOTELS ARE DIFFERENT

6. ANDTHEYALLWANT
MORE REVENUE
MORE DATA
GUEST LOYALTY

7. #2
DESTINATIONS ARE DIFFERENT

9. ANDTHEYALLWANT
MORE REVENUE
MORE DATA
TOURISTS’ LOYALTY

10. #3
TRAVELERS ARE DIFFERENT

12. ANDTHEYALLWANT
?

13. WHY!
ANCILLARIES NOW

14. IN-DESTINATIONTOURSANDACTIVITIESNOW
OTAs: Booking.com & Expedia
AirB&B
Marketplaces: Tripadvisor, Viator, GetYourGuide, Musemen, Trip4Real
Google: Local, Assistant, Tour Builder, Field Trip app
Mobile apps: Fortsquare
Traditional tour operators: TUI, Thomas Cook
Fragmented market, dominated by small local providers.

16. HOTELSNOW
“We have to move away from the room-centric approach …
It’s not all about rooms. ”
Bonnie Buckhiester, president and CEO of Buckhiester Management
Focused on rooms and its own ancillaries
Not fully using the strong personal relation the concierge is building with
the guest
“The industry is moving from a focus on RevPAR to profitability
metrics.”
Sanjay Nagalia, co-founder IDeaS

17. TOURISTSNOW
“… but most of the time I prefer my travel experience the way I like my
morning coffee: consistent, effortless, and predictable ”.
Steve Peterson, IBM Institute for Business Value
83% of millennials value personalization
For 85% of travelers a customized itinerary is far more appealing than a
pre-packaged one
10% - 20% of travelers are not at all interested in purchasing ancillary
products

18. DETOUR:AIRLINEANCILLARYREVENUE
Ancillary revenue : 34.9% of total revenue
Ancillary revenue / passenger USD33.41
0
100
200
300
400
500
600
700
2007 2008 2009 2010 2011 2012 2013 2014
Annual Financial Disclosures of Ancillary revenue/Airline (mill. USD)

19. “I have this vision that in the next five to 10 years that the air fares on Ryanair will be free, in
which case the flights will be full, and we will be making our money out of sharing the airport revenues; of all
the people who will be running through airports, and getting a share of the
shopping and the retail revenues at airports.”
Michael O’Leary , Ryanair CEO

20. TECHNOLOGYNOW
“95% of guests believe hotels will look to new tech to really
personalize customer experience”
#IHTF2015, Jeremy Ward, Chief Operating Officer, iRiS Software Systems Ltd
Booking is getting considerably more complex.
And more expensive
Data in the travel industry is exploding.
The way that users are engaging with the Internet changed

21. TECHNOLOGYNOW

22. WHY!
TECHNOLOGY TOMORROW

23. CEO, protel hotelsoftware GmbH
INGO DIGNAS
Most important is the combination with “big data” –
collecting data about guests and inserting a
recommendation engine which generates dynamic
packages or personalized cross-sale offers, not only in
a web-booking engine, but also at any other point of
contact in the hotel.
Later, this will be improved by machine learning
techniques which will find results from situations that
are usually invisible to humans.
TECHNOLOGY|BIGDATA

24. TECHNOLOGY|BIGDATA

26. INROOMOUTTHERE

28. Letter
to my loved oneLa Giostra Restaurant
Author: Marius FiskumAuthor: Matthias Kabel

29. CONTACTS
CALL:
+49 231 915 930
EMAIL:
info@protel.net
ep@protel.net
VISIT:
Europaplatz 8
44269 Dortmund
Germany
1st
protel. MOBILE. TOGETHER.