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Seven Travel Planning Steps - Impact on Hotel Distribution Strategy
 

Seven Travel Planning Steps - Impact on Hotel Distribution Strategy

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Distribution Super Session presentation from 2011 HFTP HITEC Conference in Austin, Texas: Seven travel planning steps & their impact on hotel distribution strategy

Distribution Super Session presentation from 2011 HFTP HITEC Conference in Austin, Texas: Seven travel planning steps & their impact on hotel distribution strategy

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  • Can Only Make a Profit When Value is Created
  • You Met, Fell in Love, Declared Your Everlasting Devotion
  • WhyWhereWhatWhoWhenWhereWow
  • Where to Go, What to Do?

Seven Travel Planning Steps - Impact on Hotel Distribution Strategy Seven Travel Planning Steps - Impact on Hotel Distribution Strategy Presentation Transcript

  • Distribution Super Session
    Seven Travel Planning Steps & Their Impact on Hotel Distribution Strategy
    Image: Brave Heart (Flickr)
  • Session Overview
    Different Perspective on Distribution
    Hotel Distribution Challenges
    Discussion of Seven Step Travel Process
    Five Minute Presentations on Each Step
    Each Step Followed by Question Period
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 2
    Image: Images by John 'K' (Flickr)
  • The Team
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 3
    Robert Cole – RockCheetah
    Founder
    Alan Genin – Great Wolf Resorts
    Corporate Director of Revenue Management
    Ran Weerasuriya – Mammoth Mountain
    Director of Revenue Management
    Thomas Patchin – Station Casinos
    Senior Vice President, Interactive Marketing
    KurienJacob– Highgate Hotels
    Senior Vice President Revenue & Distribution
    Loren Gray – Ocean Properties
    Director of E-Commerce
    Tanya Pratt – Fairmont Raffles International
    Executive Director - Customer Information Systems
    Image: ohad* (Flickr)
  • A Different Perspective on Hotel Distribution
    The Focus Will Not Be On
    Global Distribution Systems
    Online Travel Agencies
    Private Sale Websites
    Group Buying
    XML Interfaces
    The Merchant Model
    Search Engine Optimization
    Mobile Web Versus Native Apps
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 4
    Image: ::hap (Flickr)
  • Distribution Isn’t Just Technology
    Right Product in the Right Place at the Right Timethrough the Right Channel at the Right Price for the Right Guest
    Not Just Making a Booking – Gaining a Customer
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 5
    Image: mikebaird (Flickr)
  • Customer Engagement is King
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 6
    Image: Defence Images (Flickr)
  • Loyalty is Based on Values
    Example: jetBlue
    Integrity
    Passion
    Safety
    Caring
    Fun
    Value Drives Transactions ● Values Drive Loyalty
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 7
    Image: maistora (Flickr)
  • Seven Stages of Travel
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 8
    INSPIRATION
    (Why)
    SHARING
    (Wow)
    RESEARCH
    (What)
    PLANNING
    (How)
    TRAVEL
    (Where)
    VALIDATION
    (Who)
    BOOKING
    (When)
    Image: kevindooley(Flickr)
  • Six Hospitality Touch Points
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 9
    Pre-Stay
    Post-Stay
    Arrival
    On-Property
    Departure
    In-Destination
  • Multiple Traveler Personas
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 10
    Relocation
    Business Trip
    Family
    Vacation
    Romantic Getaway
    Solo-time
    Weekend
    with “The
    Guys”
    Conference
    Training
    Convention
    Image: Greything (Flickr)
  • Different Brands Should Look Different
    Compare the Following Six Examples
    Upscale Baltimore Inner Harbor Hotels
    Game: Guess the Brand
    With Logos & Names Blacked Out
    Question: Can a Guest Do It?
    Profit Only Results From Value is Created
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 11
    Result: One Size Doesn’t Fit All
  • What brand is this?
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 12
  • Unique selling proposition?
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 13
  • Competitive differentiation?
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 14
  • Wait, did we repeat this one?
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 15
  • Did the sign on roof change?
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 16
  • Nicer design, but is it unique?
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 17
  • Inspiration
    Robert Cole – RockCheetah
    Founder
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 18
    Image: another.point.in.time(Flickr)
  • Morgans Hotel Group
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 19
  • Morgans Hotel Group
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 20
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 21
  • Andre Balazs/The Standard
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 22
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 23
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 24
  • Research
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Alan Genin| Great Wolf – 25
    Alan Genin– Great Wolf Resorts
    Corp. Director of Revenue Management
    Image: Great Wolf Resorts
  • 11 Indoor Water Park Resorts - 4200 Rooms
    85% Transient Leisure
    60% of Bookings via Brand.com
    90% of Those Booking via Contact Center Are or Have Been Online
    Moms are Primary Researcher
    Limited Direct Competition
    Complex Value Proposition
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Alan Genin| Great Wolf – 26
    Great Wolf – Background
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Alan Genin| Great Wolf – 27
    Be Present
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Alan Genin| Great Wolf – 28
    Be the Conduit
  • Provide Platform on brand.com
    Support Á La Carte Packaging
    Convert Customer Service Contact into Sales Opportunity
    Know Enough to Know When You Don’t Know
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Alan Genin| Great Wolf – 29
    Don’t Control – Enable
  • Planning
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Ran Weerasuriya| Mammoth – 30
    Ran Weerasuriya– Mammoth Mountain
    Director of Revenue Management
    Image: another.point.in.time(Flickr)
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Ran Weerasuriya | Mammoth – 31
    Mammoth – Background
    3rd Most Visited Ski Area US
    1.3M Annual Skiers
    Ski Area
    3,500+ acres
    28 Lifts
    150 Trails
    Open Nov-Jul
    2011 Snowfall: 669” (~56ft)
    Guest Facilities
    4 slopesidehotels
    5 restaurants
    7 bars
    4 day lodges
    22 sport/rental shops
    6 on-hill snack bars/food courts/cafeterias
    ski & snowboard school, race department, lockers, child care
    Portland
    San Francisco
    San Jose
    11,053ft
    Los Angeles
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Ran Weerasuriya | Mammoth – 32
    Mammoth – Path to Purchase
    Web; MyMammoth
    Unaware
    Aware
    Consider
    Experience
    Advocate
    Key Strategies
    Deliver content specific to customer needs & interests throughout their planning & consideration process
    Leverage digital media to create engaging, memorable interactions with the Mammoth brand
    Align heavy-up communications with key promotional periods to drive purchase/bookings.
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Ran Weerasuriya | Mammoth – 33
    Mammoth – Website
    Homepage
    Event & Activity-driven Content
    Trip Planner
    Airfare
    Lodging
    Tickets, Lessons & Rentals
    Shopping Cart Model
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Ran Weerasuriya | Mammoth – 34
    Mammoth - MYMammoth
    Traveler Priority
    Experiencing a Destination like a Local & Getting Insider Knowledge ***
    When Planning a Trip
    40% of travelers listened to opinions of family and friends
    43% used user-generated content
    27% used social media
    28% used a mobile device
    Core objective of MYMammoth:
    Get paid repeat visitors to come to Mammoth Mountain more often than they are now
  • Validation
    Thomas Patchin – Station Casinos
    Senior Vice President, Interactive Marketing
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Thomas Patchin| Station Casinos – 35
    Image: Red Rock Casino
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Thomas Patchin| Station Casinos – 36
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    www.welovelocals.com
    Strategy:
    • Keep direct guest relationship
    • Drive incremental guest visits
    • Top of mind for the guest
    Definition of Success:
    • Revenue & Learning Objectives
    • End game
    • Guest loyalty and share of wallet
    Goals:
    • Support of key brand value proposition
    • Creation of a database
    • Drive guest(s) into properties
    • Non-Station guests
    • Additional visit from existing customers
    Thomas Patchin| Station Casinos – 37
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Evolution :
    • Social Media
    • Tight integration to E-commerce platform
    • Preferences capture and growth of database
    • Growth of database across platforms and channels
    • Property specific bundled offers
    • Validation through sharing
    • Experience in on-line that drives off line conversations
    • Dining, entertainment, hotel conversations
    • Opportunities
    • How deep and broad will the messaging grow
    • Risks
    • Discounting versus long value proposition
    Thomas Patchin| Station Casinos – 38
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    • New purchasable weekly coupons are presented in green.
    • New outlet specific coupons.
    • When the quantity offered runs out, a “sold out” will appear on the coupon.
    • New purchasable coupons are changed regularly.
    Thomas Patchin| Station Casinos – 39
  • Booking
    KurienJacob- HighgateHotels
    Senior Vice President Revenue & Distribution
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Kurien Jacob | Highgate – 40
    Image: Park Central New York
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Kurien Jacob | Highgate– 41
    The Booking Process
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Kurien Jacob | Highgate– 42
    A very valuable potential booking:
    • 6 nights – long length of stay
    • About a month in advance – revenue manager’s perfect booking
    • Staying in June – low season in NY
    • Stay straddles a weekend – lower occupancy for business hotels
    • 2 people – will spend a lot on ancillary revenues at the hotel
    This guest should qualify for ALL SORTS of special offers!
    Why is this problematic?
    44 price points and products is quite a lot for a guest to make sense of.
    Three different “sales” that offer nothing different – they just kick in under different conditions
    The Best Available Rate is not nearly the best available rate
    The packages are priced way too high for them to make sense – because the room component in these rates are not discounted like the rates in the “sales”
    This is all IRRATIONAL to the consumer.
    This makes more sense to the consumer
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Kurien Jacob | Highgate– 43
    Clear Options for Consumer
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Kurien Jacob | Highgate– 44
    Rich Pictures in Booking Pages
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Kurien Jacob | Highgate– 45
    Up-sell length of stay
    Up-sell room type, showing the price difference per night.
    Guarantee revenue or earn more revenue by offering stricter (advance purchase) or more liberal (last minute no-fee cancellation) reservation policies.
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Kurien Jacob | Highgate– 46
    Results From Single Up-sell Mechanism
    = Extend Your Stay (EYS)
    • 52% increase for Hotel 1
    • 33% Increase for Hotel 2
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Kurien Jacob | Highgate– 47
    Conclusions
    Know Demand Sources & Align Booking Process
    Study Conversion at Various Stages in Process
    Ensure Booking Platform is not Add-on Module on Legacy CRS Technology
    Make Sure Booking Process is Clear & Simple
    Don’t Expose Revenue Management Complexity
    Sell Ancillary Products After Customer is Committed to Booking Room
  • Travel
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Loren Gray | Ocean Properties – 48
    Loren Gray – Ocean Properties
    Director of E-Commerce
    Image: Westin Key West
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Loren Gray | Ocean Properties – 49
    Ocean Properties Background
    140 Properties
    US, Canada & Caribbean
    Multiple Brands & Independent
    Marriott, Starwood, Hilton, IHG
    Ancillary Products
    Spas, Golf Courses, Ferry Boats, Restaurants
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Loren Gray | Ocean Properties – 50
    Social Local Mobile (SoLoMo)
    Electric picture frames at the front desk encouraging guest to text a general or specific interest keyword for in-house discounts and communications, (make sure the first communication gives a value offer).
    Suggested itineraries based on categories of interest, (soft adventure / family / ecotour / cultural-historical / off the beaten pass / local unique) offering gps downloads via online or onsight, <all of this is mirrored in content in social media>
    Mobile based menus and click to call for service anywhere at your property, (we use it for beach and pool service)
    Click to call on your mobile site for concierge and dinner reservations, shuttle requests,(variation being tested is to use local twitter finder software to locate your guest without the guests needing to, good for pre-arrival locator too).
    QRcoded wine flights and menus
    Bar promotions that feature qr codes and texting to participate
    Early incentives to proximity check-in's
    Ipadinterfaced to PMS's for the lobby lizards for faster check-in and out
    Ipadsfor reading and web based email / gps's / ipods with music themes for concierge to check out to guests
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Loren Gray | Ocean Properties – 51
    Promotion Technology
    Beverage Sales
    Liquor Specials (Bacardi Girls)
    Local Attraction
    In Room Samples/Tour Offer (Micro-Brewery)
    Guerilla Marketing
    Foursquare/Twitter Integration(Bar Specials)
  • Sharing
    Tanya Pratt – Fairmont Raffles International
    Executive Director - Customer Information Systems
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Tanya Pratt | Fairmont/Raffles – 52
    Image: Fairmont San Francisco
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Tanya Pratt | Fairmont/Raffles – 53
    Fairmont Hotels & ResortsEveryone’s an Original
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Tanya Pratt | Fairmont/Raffles – 54
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Tanya Pratt | Fairmont/Raffles – 55
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Tanya Pratt | Fairmont/Raffles – 56
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Tanya Pratt | Fairmont/Raffles – 57
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Tanya Pratt | Fairmont/Raffles – 58
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Tanya Pratt | Fairmont/Raffles – 59
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Tanya Pratt | Fairmont/Raffles – 60
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Tanya Pratt | Fairmont/Raffles – 61
  • Review: Seven Stages of Travel
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 62
    INSPIRATION
    SHARING
    RESEARCH
    PLANNING
    TRAVEL
    VALIDATION
    BOOKING
  • Goal: MemorableTravel Experiences
    Creating End-to-End Travel Experiences
    Bill LaMacchia Sr. – LaMacchia Enterprises
    Exceptional Experiences & Lifelong Memories
    Isadore Sharp – Four Seasons Hotels
    Best Possible Experience at Each Moment of Truth
    Jan Carlzon – Scandinavian Air Systems
    The Travel Story Arc
    Henry Harteveldt – Forrester Research
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 63
    Image: gtall1 (Flickr)
  • Key Take-Aways
    Design the End-to-End Guest Experience
    Know Your Customer – Personalize
    Know Your Competition – Differentiate
    Know Your Product – Customize
    Create the Experience – Tailor Scenarios
    Engage the Customer
    Understand Each Phase – Provide Solutions
    Focus on Guest Touch Points – Create Value
    Drive Revenues & Earn Margins – Monetize
    June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 64
  • June 21, 2011 – Austin, Texas
    HFTP HITEC ● Distribution Super Session
    Robert Cole | RockCheetah – 65
    What Did You Think?
    In order to help us create/provide a better HITEC
    experience in the future, please take a second to fill out the short survey that will be sent to you via e-mail at the end of the day.
    THANK YOU for attending HITEC!
    Learn how HFTP membership can benefit you,
    visit www.hftp.org