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Holistic Approach To Customer Centric Revenue Management

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A presentation I made for the Pricing Strategies and Revenue Optimization Summit Middle East in Dubai (June 2011)

A presentation I made for the Pricing Strategies and Revenue Optimization Summit Middle East in Dubai (June 2011)

Published in: Business

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  • 1. Holistic Approach to Customer Centric Revenue Management Xavier HALBI Head of Revenue & Strategy Hyatt Regency Dubai Hotel & Galleria
  • 2. Product Focused !
    • What is our industry?
    • Definition of “Hospitality Industry”:
      • Hospitality Industry: Hotel, motels, inns, or such businesses that provides transitional or short-term lodging, with or without food – Wikipedia
    • Hospitality words disappeared from Hoteliers’ vocabulary
    • Most Hotel Chains are now publicly listed companies
    • Customer- focus has been lost
  • 3. Why do customers come/back?
    • Price
    • Location
    • Choice of products
    • Service
    • Recognition (loyalty Program)
    • Recognition (employees)
  • 4. Focus on the Product ?
    • What is our core business?
    • Definition of “Hospitality”: www.Dictionary.reference.com
      • 1. The friendly reception and treatment of guests or strangers
      • 2. The quality or disposition of receiving and treating guests and strangers in a warm, friendly, generous way
    • Hospitality Synonyms: www.thesaurus.com
      • Amiability, cordiality, friendliness, generosity, warmth, …
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10. A pretty New … Old Definition:
    • The art of receiving guests in a warm, cordial manner to make their stay as comfortable as possible
    • So… what are we selling now?
  • 11. An EXPERIENCE ! ! !
  • 12. Focus on …
    • “ The End justifies the Means”
    • “ The Means justifies the End”
    Money Customers Service Staff the Process !
  • 13. Customers
    • Who are our Customers?
      • Consumers
      • Employees
      • Colleagues
      • Owners
    • Know your Customers’ Profile
  • 14. Know your Customers’ Profile
    • Consumers
      • Booking patterns
      • Price sensitivity
      • Purpose of Visit
      • Consuming & Spending habits
      • Needs
      • Geography of Origin
      • Cultural Habits
      • Additional Revenue Potential Generators
  • 15. Know your Customers’ Profile
    • Employees
      • Cultural Habits
      • Individual Needs
      • Motivational Factors
  • 16. Know your Customers’ Profile
    • Colleagues
      • Character
      • Motivation to work
      • Individual Needs
      • Cultural habits
  • 17. Know your Customers’ Profile
    • Owners
      • Character
      • Attention Span
      • Focus
      • Cultural Habits
      • ...
  • 18. … Other Customers
    • Your Boss
    • Third Party Clients
    • OTA
  • 19. What is Needed …
    • New Culture in our business
    • … from Bottom, up to the Top
    • CRM implementation
    • Employee Satisfaction Surveys
    • 360 Feedbacks
    • Reply to Guest Comments
    • Include Guest Scores into the Scorecard
  • 20. In Summary
    • You can replicate the Product
    • You can not replicate the Service
    • Blue Ocean Strategies are based on Process
    • The Product will take care of itself…
    • focus on the Process
  • 21. Thank you Xavier HALBI Head of Revenue & Strategy Hyatt Regency Dubai Hotel & Galleria