0
Leading Hotels of the WorldSales, Marketing & Distribution ConferenceDeconstructing DistributionIt’s All About the Custome...
Deconstructing Distribution<br />The Customer<br />Affluent Travelers<br />Personalization & Customization<br />Multiple S...
Pitfall: SOS (Shiny Object Syndrome)<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br ...
Pitfall: Egocentric Customer Relationship<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distributio...
Pitfall: Customer Engagement ≠ Marriage<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<...
The Customer: Affluent Travelers<br />6.44 million US Affluent Online Travelers<br />89% Take At Least 1 Leisure Trip per ...
Affluent Travelers: Value is King<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />R...
Personalization & Customization<br />Guests Are Not Frequent Guest Numbers<br />Interactive Conversations Can Get Complica...
Guests Have Multiple Personas<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Rober...
Multiple Travel Phases (Seven)<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robe...
Multiple Hotel Touch Points (Six)<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />R...
Channels: A Small Sampling<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert C...
SoLoMo – Distribution Gets Tricky<br />Social<br />Personal Likes / Group Likes / Similar Likes<br />Cannot Fully Control ...
SoLoMo Travel Factoids<br />Leisure Travel Search<br />Average is 22 Sites Over 10 Sessions<br />Mobile <br />19% Hotel Qu...
Social Media: Cynical Perspective<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />R...
Social Media – It’s All About Trust<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br /...
Splinternet– Walled Gardens<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert ...
Splinternet – Advertising Impact<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Ro...
Discounting Considerations<br />Do Discounts Translate to Consumer Value?<br />Does Channel Absorb Discount as Profit?<br ...
The Future – New User Experiences<br />Voice Commands<br />Google Android Voice Actions<br />Near Field Communications<br ...
Future – Voice Commands<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole...
Future – Near Field Communications<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />...
Apple iTravel – End to End Control<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />...
Apple iTravel – Traveler Identity<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />R...
Apple iTravel – Airport Experience<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />...
Apple iTravel – Hotel Experience<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Ro...
Apple iTravel – Cruise Experience<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />R...
Apple iTravel – Conference Experience<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br...
Apple iTravel – Event Experience<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Ro...
Apple iTravel - Payment<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole...
Apple iTravel - Merchandising<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Rober...
Apple iTravel – Passive App Delivery<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br ...
Future - Traditional Channels<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Rober...
The New Customer<br />Seeks Value<br />Is More Sophisticated & Empowered<br />Desires Unique Experiences<br />Demands the ...
New Distribution Challenges<br />Must Have Presence in Favored Channels<br />Consistent Cross-Channel Brand Message<br />C...
Navigating Distribution Obstacles<br />Three Core Distribution Goals<br />Easier<br />Faster<br />Cheaper<br />To Be Succe...
It’s All About The Customer<br />Questions?<br />Copies of the Presentation?<br />Comments?<br />Robert Cole<br />mail: ro...
Upcoming SlideShare
Loading in...5
×

Leading Hotels of the World - Deconstructing Distribution

2,740

Published on

Deconstructing Distribution - It's all About the Customer.Presented at The Leading Hotels Hotels of the World Sales, Marketing & Distribution Conference in Bonn, Germany May 13-15, 2011.

Published in: Travel
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,740
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
129
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • Outstanding StrategyHolistic View of Target GuestLeaders ClubHometown BenefitsFriends &amp; FamilyUnique Stories
  • Let’s start with a Few Pitfalls
  • Like any Relationship, Customer Relationships can Be ComplicatedPepe Le Pew (The Hotel) is Wealthy, Sophisticated, Enthusiastic, Emotionally Committed, and Interested in a Long Term RelationshipPepe cannot figure out what the problem is because he is so self absorbed. He doesn’t realize Penelope (The Customer) is a Cat.
  • You know the story – That first newsletter opt in was so full of affection and promise, then, 3 months later, while attending a sales conference, you learned they were not only sleeping in someone else’s bed, but with that superficial new boutique property that recently moved into the neighborhood.
  • One fact scarier than this explosion of channels – Missing: Social (Facebook/Flickr)Local (Foursquare / Yelp)Mobile Apps (OpenTable / TripIt)
  • Who is Isis? AT&amp;T / T-Mobile &amp; Verizon
  • One size does not fit all
  • Transcript of "Leading Hotels of the World - Deconstructing Distribution"

    1. 1. Leading Hotels of the WorldSales, Marketing & Distribution ConferenceDeconstructing DistributionIt’s All About the Customer<br />Robert Cole | RockCheetah<br />Kameha Grand Bonn | May 15, 2011<br />Image: Brave Heart (Flickr)<br />
    2. 2. Deconstructing Distribution<br />The Customer<br />Affluent Travelers<br />Personalization & Customization<br />Multiple Stages & Touchpoints<br />The Channels<br />The Splinternet<br />SoLoMo<br />Discounts<br />The Future<br />New User Experiences<br />One Size Does Not Fit All<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 2<br />Image Credit:<br />
    3. 3. Pitfall: SOS (Shiny Object Syndrome)<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 3<br />Image Credit:<br />Every New Idea is Not a Good Idea<br />
    4. 4. Pitfall: Egocentric Customer Relationship<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 4<br />Image: i-love-cartoons.com<br />
    5. 5. Pitfall: Customer Engagement ≠ Marriage<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 5<br />Image: Defence Images (Flickr)<br />
    6. 6. The Customer: Affluent Travelers<br />6.44 million US Affluent Online Travelers<br />89% Take At Least 1 Leisure Trip per Year<br />62% Have Investible Assets of $1-$2.5 Million<br />95%+ College Graduates | 45% Post-Grads<br />Average Age 58 | 14 Years Above US Avg.<br />73% Manage Finances Online<br />45% Make Own Investment Decisions<br />30% Worse Off than One Year Ago<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 6<br />Image: Curtis Gregory Perry (Flickr) | Source: Forrester Research - Selling To US Online Affluent Travelers Poses A First-Class Challenge To Travel eBusiness (January 2011)<br />
    7. 7. Affluent Travelers: Value is King<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 7<br />Source: Forrester Research - Selling To US Online Affluent Travelers Poses A First-Class Challenge To Travel eBusiness (January 2011)<br />
    8. 8. Personalization & Customization<br />Guests Are Not Frequent Guest Numbers<br />Interactive Conversations Can Get Complicated<br />True Customer Engagement Doesn’t Scale Well<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 8<br />Image: kagey_b (Flickr)<br />
    9. 9. Guests Have Multiple Personas<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 9<br />
    10. 10. Multiple Travel Phases (Seven)<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 10<br />
    11. 11. Multiple Hotel Touch Points (Six)<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 11<br />
    12. 12. Channels: A Small Sampling<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 12<br />Image: Michael Coghlan (Flickr) | Source: VFM Leonardo<br />
    13. 13. SoLoMo – Distribution Gets Tricky<br />Social<br />Personal Likes / Group Likes / Similar Likes<br />Cannot Fully Control Message in the Wild<br />Local<br />Proximity Based Offers<br />Context-Sensitive Offers<br />Mobile<br />Variations – Form Factor / OS / Carrier<br />Mobile Web (HTL5) v. Native Application (App)<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 13<br />Image: Jason Mcdermott(Flickr)<br />
    14. 14. SoLoMo Travel Factoids<br />Leisure Travel Search<br />Average is 22 Sites Over 10 Sessions<br />Mobile <br />19% Hotel Queries From Mobile Devices<br />IHG Europe – Adding Click to Call +91% Revenue<br />Local<br />70% Mobile - 1 Person, 1 Night, Same Day<br />Social<br />80% of Travelers Participate in Social Media<br />49% Book Based on Others Experiences/Reviews<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 14<br />Sources: Forrester Research | Google | Ipsos/OTX 2010/2011<br />
    15. 15. Social Media: Cynical Perspective<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 15<br />
    16. 16. Social Media – It’s All About Trust<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 16<br />Source: The Nielsen Company – April 2009<br />
    17. 17. Splinternet– Walled Gardens<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 17<br />Image: Stephen Bowler (Flickr) | Source: Forrester Research “The Splinternet” (January 2010)<br />
    18. 18. Splinternet – Advertising Impact<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 18<br />Image: Stephen Bowler (Flickr) | Source: Forrester Research “The Splinternet” (January 2010)<br />
    19. 19. Discounting Considerations<br />Do Discounts Translate to Consumer Value?<br />Does Channel Absorb Discount as Profit?<br />Group Buying<br />“Have never seen a profitable Groupon deal for a travel site” – H. Harteveldt, Forrester Research<br />Flash Sales<br />How Exclusive is the Club? Qualified User Base?<br />New Models - Micro Auctions<br />Off & Away – Is it a Game, a Con or New Model?<br />Packaging<br />Protects Retail Pricing; Requires Strong Rules Control<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 19<br />Image: Christopher Sessums(Flickr)<br />
    20. 20. The Future – New User Experiences<br />Voice Commands<br />Google Android Voice Actions<br />Near Field Communications<br />Interaction / Authorization / Payment<br />Integrated Travel Experience<br />Apple iTravel<br />Traditional Channels<br />Travel Agencies / GDS / Telephone<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 20<br />Image: Iris Shreve Garrott(Flickr)<br />
    21. 21. Future – Voice Commands<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 21<br />
    22. 22. Future – Near Field Communications<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 22<br />Integrates Distribution / Engagement / Access<br />Unique Sound Pattern<br />Mobile Phone Key<br />Openways (Example)<br />Pre-Arrival Contact<br />Engagement for Stay<br />Supports All Cell Phones<br />Uses Existing Locks<br />Cards Keys Still Work<br />More Secure than Cards<br />Code Change – 12 Secs<br />Future Support for NFC<br />
    23. 23. Apple iTravel – End to End Control<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 23<br />
    24. 24. Apple iTravel – Traveler Identity<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 24<br />
    25. 25. Apple iTravel – Airport Experience<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 25<br />
    26. 26. Apple iTravel – Hotel Experience<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 26<br />
    27. 27. Apple iTravel – Cruise Experience<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 27<br />
    28. 28. Apple iTravel – Conference Experience<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 28<br />
    29. 29. Apple iTravel – Event Experience<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 29<br />
    30. 30. Apple iTravel - Payment<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 30<br />
    31. 31. Apple iTravel - Merchandising<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 31<br />
    32. 32. Apple iTravel – Passive App Delivery<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 32<br />
    33. 33. Future - Traditional Channels<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 33<br />Traditional Travel Agents - Specialization<br />Origin (Local) v. Destination (Experience) <br />Type of Travel – Luxury / Destination Weddings<br />Online Travel Agencies<br />Rate Parity / Last Room Availability / Max. Discount<br />Order Takers or Order Makers?<br />Global Distribution Systems<br />Critical Role for Air Vertical & Corporate Segment<br />Air Model Change – Cost Shift to Intermediary<br />Telephone<br />High Touch / Customer Care<br />Mobile Click to Call<br />
    34. 34. The New Customer<br />Seeks Value<br />Is More Sophisticated & Empowered<br />Desires Unique Experiences<br />Demands the Lowest Available Price<br />Has Questionable Brand Loyalty<br />Has Situational, Itinerary-centric Needs<br />Defines the Degree of Engagement<br />Demands Seamless Cross-Channel Access<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 34<br />Image: Sergey Galyonkin (Flickr) <br />
    35. 35. New Distribution Challenges<br />Must Have Presence in Favored Channels<br />Consistent Cross-Channel Brand Message<br />Consistent Online & Offline Experience<br />Value is a Highly Personal Assessment<br />Time, Convenience, Simplicity, Quality, Cost<br />Efficiently Managing App & Channel Silos<br />Competition May Behave Irrationally<br />Distribution Costs May Shift to Subscribers<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 35<br />Image: Toni Blay (Flickr)<br />
    36. 36. Navigating Distribution Obstacles<br />Three Core Distribution Goals<br />Easier<br />Faster<br />Cheaper<br />To Be Successful, Luxury Hoteliers Must Control<br />Retail Pricing Structure<br />Access to Visual & Descriptive Content<br />Distribution Rules – Access to Rates & Inventory<br />Only Point of Focus - The Guest<br />Why is Guest Using that Channel/Site/Tool?<br />Is Guest Able to Accomplish that Goal?<br />Why Not?<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 36<br />Image: The U.S. Army (Flickr)<br />
    37. 37. It’s All About The Customer<br />Questions?<br />Copies of the Presentation?<br />Comments?<br />Robert Cole<br />mail: robert@rockcheetah.com <br />phone: +1.262.309.9560<br />skype: robertkcole<br />twitter: @robertkcole<br />web: rockcheetah.com/blog/<br />May 15, 2011 – Bonn, Germany<br />Leading Hotels of the World ● Distribution<br />Robert Cole | RockCheetah - Page 37<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×