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Michelle Rosinsky - Hotwire
 

Michelle Rosinsky - Hotwire

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    Michelle Rosinsky - Hotwire Michelle Rosinsky - Hotwire Presentation Transcript

    • Strategic Revenue Management . . . Leveraging the Online Channels Michelle Best Rosinsky Senior Manager, Hotwire Expedia® Partner Services Group© Expedia Inc. Confidential and proprietary. All rights reserved.
    • Why Revenue Management is more important than everOnline Distribution Strategy MatrixTips to Build Your Online Strategy AGENDA© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 2
    • IRELAND HOTEL HEADWINDS 1. Weakening external and domestic demand 2. Unfavourable foreign exchange movements 3. Overcapacity© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 3
    • STRATEGIC OPPORTUNITY TO GROW REVPARIreland ADR and Occupancy 2004-2011 YTD through August Source: Horwath Bastow Charleton© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 4
    • STRATEGY MATRIX Price Booking Window© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 5
    • TIPS TO BUILD YOUR STRATEGY 1. Build an international strategy 2. Play the booking curve 3. Plan to fill your gaps 4. Leverage opaque channels© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 6
    • Build an international STRATEGY TIP 1© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 7
    • ONLINE CHANNELS PROVIDE INTERNATIONAL REACH… New A Presence Local Demand Around the Multiple Language Currency to Your World Translation Hotel Support© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 8
    • 9.0% China … AND OPPPORTUNITY 8.3% India 2.6% 2.8% Canada 1.8% 1.8% US 1.6% Germany UK 1.4% France 0.9% Italy Japan World economies are rebounding at different ratesSource: European Tourism 2010, Trends and Prospects, Q3/2010, European Travel Commission © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 9
    • SAME HOTEL,DIFFERENT SITES Expedia.com You can optimize your RevPAR through a targeted international strategy Expedia.co.jp© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 10
    • Develop an international strategy that meets your needs TIP 1© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 11
    • Play the booking TIP 2© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 12
    • AN UNMANAGED BOOKING CURVE FORCES ADR DOWN Day of ArrivalADR €€€ €€ €LOS 3.0 2 1.5Share ofRooms 26% 31% 43% > 1 month 1 week - 1 month < 1 week© Expedia Inc. Confidential and proprietary. All rights reserved.
    • 3. YIELD RATES UP 2 .OPTIMIZE RATES/OCCUPANCY 1. BUILD YOUR BASE Day of Arrival > 1 month 1 week - 1 month < 1 week© Expedia Inc. Confidential and proprietary. All rights reserved.
    • 3. YIELD RATES UP 2 .OPTIMIZE RATES/OCCUPANCY 1. BUILD YOUR BASE Day of Arrival RevPARADRLOSShareofRooms 26% 31% 43% > 1 month 1 week - 1 month < 1 week© Expedia Inc. Confidential and proprietary. All rights reserved.
    • Develop your own high yield strategy based to maximize the booking curve TIP 2© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 16
    • Fill the GAPS TIP 3© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 17
    • Sundays Christmas Cancellations Month End Push Group Wash Short Lengths of Stays© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 18
    • BE SURGICAL AND TARGET NEEDS Weekend Promotion Christmas Value Adds Packages Base Business Opaque Last Minute© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 19
    • Have a 365 day strategy and target your need periods to maximize revenue TIP 3© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 20
    • Leverage OPAQUE TIP 4© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 21
    • BUNDLED BOOKINGS ARE VALUABLE© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 22
    • 2x longer staysLength of Stay 23 days further outBooking window $23 ADR premiumHigher ADR 40% less likely to cancelCancel less© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 23
    • TRUE OPAQUE CHANNELS DRIVE LAST MINUTE DEMAND© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 24
    • OPAQUE STRATEGIES Replace last-minute group wash and cancellations Build a non- Fill holes in weekly refundable base stay patterns months out Secure low season Generate business sales without after a re-flag, advertising low renovation or new rates opening Build incremental visitors to the hotel
    • Use packages to build your base Use opaque to sell your last rooms Day of Arrival Package Opaque Booking Window© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 26
    • Include bundled and pure opaque channels in your strategy TIP 4© Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 27
    • 1. Build an international strategy2. Play the booking curve3. Plan to fill your gaps4. Leverage opaque channels Expedia ® Partner Services Gro
    • . . . THANK YOU Go raibh maith agat Michelle Best Rosinsky MRosinsky@Hotwire.com© Expedia Inc. Confidential and proprietary. All rights reserved.