Travel Distribution Summit Asia 2010 Challenge Of The Shortened Booking Window April 29, 2010 Marina Mandarin, Singapore w...
The Lemon Tree Hotel Company <ul><li>Lemon  Tree  Hotels:  India’s  fastest  growing,  upscale,  full  </li></ul><ul><li>s...
World Economy Is Cyclical  Source: World Bank GDP growth rate Percentage change of real GDP compared to previous year. Rea...
Total US – Occupancy & ADR Percent Change, Twelve Month Moving Average – 1989 to August 2009 Hospitality Industry Is Cycli...
Source Markets Perception Source: Nielsen Global Online Consumer Survey, June 2009 Do you think, your country will be out ...
Hotel Supply And Population Source: HVS, Indian Hotel Valuation Index
Booking Window: Major Indian Cities Source: Sabre Hospitality Solution
Volcanic Eruptions In Iceland: Shift In Lead Time At Lemon Tree Hotels 19% 7% 10 + days 6% 4% 8 - 10 days 16% 17% 4 - 7 da...
Varied Market Reaction  <ul><li>Dependent on condition of the source market </li></ul><ul><li>Mindset of the consumer </li...
Objective:  Conversion At All Touch Points Hotel name Hotel in a city Event in a city Search activity
Demand Drop: Offset Techniques <ul><li>Opaque selling  </li></ul><ul><li>Leveraging your database </li></ul><ul><li>Innova...
Effective Management <ul><li>Database mining </li></ul><ul><li>Invest in online marketing </li></ul><ul><li>Target RevPAR,...
Challenge <ul><li>Anticipate change </li></ul><ul><li>Communicate effectively </li></ul><ul><li>React quickly and efficien...
www.lemontreehotels.com [email_address] Thank You
Upcoming SlideShare
Loading in …5
×

The Challenge Of The Shortened Booking Or Reservation Window, By Tarun Lakhanpal

594 views

Published on

The shortened booking window is becoming a major issue for suppliers from both a pricing and forecasting standpoint. There is no calculated optimal point at which prices should be dropped in the instance of a largely empty flight or hotel. When prices are revised down the byproduct is a consumer culture that searches for the last minute deals. This is reflective of and dependent on the consumer perception of the markets from where the business originates

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

  • Be the first to like this

No Downloads
Views
Total views
594
On SlideShare
0
From Embeds
0
Number of Embeds
23
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • promotional calendar Cater to the socially aware customer Win the customers back
  • The Challenge Of The Shortened Booking Or Reservation Window, By Tarun Lakhanpal

    1. 1. Travel Distribution Summit Asia 2010 Challenge Of The Shortened Booking Window April 29, 2010 Marina Mandarin, Singapore www.lemontreehotels.com
    2. 2. The Lemon Tree Hotel Company <ul><li>Lemon Tree Hotels: India’s fastest growing, upscale, full </li></ul><ul><li>service, moderately priced hotel chain </li></ul><ul><li>Red Fox Hotels: Economy hotel brand </li></ul><ul><li>Happy Shrimp Hospitality: Restaurant chain </li></ul>
    3. 3. World Economy Is Cyclical Source: World Bank GDP growth rate Percentage change of real GDP compared to previous year. Real GDP is adjusted for inflation
    4. 4. Total US – Occupancy & ADR Percent Change, Twelve Month Moving Average – 1989 to August 2009 Hospitality Industry Is Cyclical Source: Smith Travel Research
    5. 5. Source Markets Perception Source: Nielsen Global Online Consumer Survey, June 2009 Do you think, your country will be out of recession in the next 12 months?
    6. 6. Hotel Supply And Population Source: HVS, Indian Hotel Valuation Index
    7. 7. Booking Window: Major Indian Cities Source: Sabre Hospitality Solution
    8. 8. Volcanic Eruptions In Iceland: Shift In Lead Time At Lemon Tree Hotels 19% 7% 10 + days 6% 4% 8 - 10 days 16% 17% 4 - 7 days 59% 72% 1 - 3 days March 15 to 21 April 15 to 21 Reservation pick-up trend FTY 2010
    9. 9. Varied Market Reaction <ul><li>Dependent on condition of the source market </li></ul><ul><li>Mindset of the consumer </li></ul>
    10. 10. Objective: Conversion At All Touch Points Hotel name Hotel in a city Event in a city Search activity
    11. 11. Demand Drop: Offset Techniques <ul><li>Opaque selling </li></ul><ul><li>Leveraging your database </li></ul><ul><li>Innovative marketing initiatives </li></ul><ul><li>Discounting to stimulate demand </li></ul>
    12. 12. Effective Management <ul><li>Database mining </li></ul><ul><li>Invest in online marketing </li></ul><ul><li>Target RevPAR, not ARR or OCC </li></ul><ul><li>Measured response in sync to market reality </li></ul>
    13. 13. Challenge <ul><li>Anticipate change </li></ul><ul><li>Communicate effectively </li></ul><ul><li>React quickly and efficiently </li></ul><ul><li>Bringing CRM, RM & Marketing, together </li></ul>
    14. 14. www.lemontreehotels.com [email_address] Thank You

    ×