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

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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 …

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

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  • promotional calendar Cater to the socially aware customer Win the customers back
  • Transcript

    • 1. Travel Distribution Summit Asia 2010 Challenge Of The Shortened Booking Window April 29, 2010 Marina Mandarin, Singapore www.lemontreehotels.com
    • 2. The Lemon Tree Hotel Company
      • Lemon Tree Hotels: India’s fastest growing, upscale, full
      • service, moderately priced hotel chain
      • Red Fox Hotels: Economy hotel brand
      • Happy Shrimp Hospitality: Restaurant chain
    • 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. Total US – Occupancy & ADR Percent Change, Twelve Month Moving Average – 1989 to August 2009 Hospitality Industry Is Cyclical Source: Smith Travel Research
    • 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. Hotel Supply And Population Source: HVS, Indian Hotel Valuation Index
    • 7. Booking Window: Major Indian Cities Source: Sabre Hospitality Solution
    • 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. Varied Market Reaction
      • Dependent on condition of the source market
      • Mindset of the consumer
    • 10. Objective: Conversion At All Touch Points Hotel name Hotel in a city Event in a city Search activity
    • 11. Demand Drop: Offset Techniques
      • Opaque selling
      • Leveraging your database
      • Innovative marketing initiatives
      • Discounting to stimulate demand
    • 12. Effective Management
      • Database mining
      • Invest in online marketing
      • Target RevPAR, not ARR or OCC
      • Measured response in sync to market reality
    • 13. Challenge
      • Anticipate change
      • Communicate effectively
      • React quickly and efficiently
      • Bringing CRM, RM & Marketing, together
    • 14. www.lemontreehotels.com [email_address] Thank You