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a ‘state of the union’
february 2015
with you
today:
David turnbull
Snapshot.travel
@snapshot_demand
Lennert de jong
citizenm hotels
@citizenlennert
on the
menu
hotel marketing
rate parity
friction in data
NOT on the
menu
reputation
social
mobile
a hotel in 1999
Hotel 15 years ago
Hotel 15 years ago
Hotel 15 years ago
Hotel 15 years ago
Hotel 15 years ago
general
manager
director of
sales
MICE sales
manager
corporate
sales
manager
banquet
sales
manager
room...
1999: revenue management
market segments, pace, price, historical, rms, overbooking
Hotel nowadays
a hotel in 2015
Hotel nowadays
Hotel nowadays
Hotel nowadays
Hotel nowadays
Hotel nowadays
general
manager
director of
sales
MICE sales
manager
corporate
sales
manager
banquet
sales
manager
rooms
di...
but something changed
costs
online
check in
SEO
social
media
dynamic
packaging
SEA
dynamic
corporate
rates
dynamic
rates
facebook
advertising
ag...
1999-2010
2015 - mostly consolidated into three giants
why?
were
were we ever good in understanding customer needs?
were
where is the guest going?
source: Skift 2014
who has used one of these?
what do they have in common with:
?
categorie killers
are purely digital
are not in the business
enough scale and target audience
this came in last week
average ride price: down 16%
average rides per hour: up 55%
average earnings per hour: up 30%
Uber ...
our industry is fragmented (500.000+ properties)
mass consolidation is awaiting (and needs) to happen
rate parity...
hotel focus
OTA focus
the job of the RM is getting quite extended
2015: shift to demand management
market segments, pace, price, rms, overbookin...
in 2014/2015
buys
buys
buys
where will this go, and what is your
plan?
enough of this
marketing,
back to the
numbers
ANALYTIC CAPABILITY PROBLEM SOLVING ABILITY
X X GESTALT INTERFACE
HUMAN & COMPUTER
FRICTION
FRICTION
DATA IS THE NEW SOIL
David McCandless,
TEDGlobal 2010
THE FULL
PRODUCT ?
+ required data /
Interfaces
FULL PRODUCT
Hotel Cost
Subscription fees
+ 1.000 / year
Hotel Cost
Subscr...
(Hotel Technology) Buyers identify
‘high costs of ENTRY or high INVESTMENT’
&
‘INTEGRATION with existing systems’
leading ...
PMS Dependent
80%
PMS Semi- Dependent
HOTEL TECHNOLOGY PLAYERS
(LARGEST BY TYPE)
CONSUMERIZATION
Consumer Expectations
Enterprise IT
…will force more
IT change over
the next 10 years
than
any other trend...
DATA IS THE NEW SOIL
David McCandless,
TEDGlobal 2010
HOTEL TECHNOLOGY PLAYERS
(OUR SOIL)
25 PRODUCT PREFERENCES
✓ Buying a bigger purse
✓ Increased soap / sanitizer
✓ Change to unscented
✓ Dietary supplements
25...
TELL ME WHAT YOU LIKE …
…AND I WILL TELL YOU HOW INTELLIGENT YOU ARE…
LESS THE RIGHT DATA = BETTER DECISIONS
Significantly Better Diagnostic Performance
LESS THE RIGHT DATA = BETTER DECISIONS
...
SKIN CANCER STORY
TELL ME WHAT YOU EAT…
… AND I WILL TELL YOU HOW
LIKELY YOU ARE TO TAKE THAT
FLIGHT
HOSPITALITY INDUSTRY
key takeaways for 2015
the hotel industry is marketing and data confused
take control of your data
be open for the unexpec...
Lennert de Jong - HSMAI Europe
Lennert de Jong - HSMAI Europe
Lennert de Jong - HSMAI Europe
Lennert de Jong - HSMAI Europe
Lennert de Jong - HSMAI Europe
Lennert de Jong - HSMAI Europe
Lennert de Jong - HSMAI Europe
Lennert de Jong - HSMAI Europe
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Lennert de Jong - HSMAI Europe

  1. 1. a ‘state of the union’ february 2015
  2. 2. with you today: David turnbull Snapshot.travel @snapshot_demand Lennert de jong citizenm hotels @citizenlennert
  3. 3. on the menu hotel marketing rate parity friction in data
  4. 4. NOT on the menu reputation social mobile
  5. 5. a hotel in 1999
  6. 6. Hotel 15 years ago
  7. 7. Hotel 15 years ago
  8. 8. Hotel 15 years ago
  9. 9. Hotel 15 years ago
  10. 10. Hotel 15 years ago general manager director of sales MICE sales manager corporate sales manager banquet sales manager rooms division manager reservations manager revenue manager front office manager f&b manager loads of other people
  11. 11. 1999: revenue management market segments, pace, price, historical, rms, overbooking
  12. 12. Hotel nowadays
  13. 13. a hotel in 2015
  14. 14. Hotel nowadays
  15. 15. Hotel nowadays
  16. 16. Hotel nowadays
  17. 17. Hotel nowadays
  18. 18. Hotel nowadays general manager director of sales MICE sales manager corporate sales manager banquet sales manager rooms division manager reservations manager revenue manager front office manager f&b manager loads of other people
  19. 19. but something changed
  20. 20. costs online check in SEO social media dynamic packaging SEA dynamic corporate rates dynamic rates facebook advertising agent model distribution costs google adwords closed user groups callcenter yelp star ratings opaque model web 2.0 internal data touroperators retargeting banners digital advertising external data plus airBNB housetrip .com labour
  21. 21. 1999-2010
  22. 22. 2015 - mostly consolidated into three giants
  23. 23. why?
  24. 24. were were we ever good in understanding customer needs?
  25. 25. were where is the guest going? source: Skift 2014
  26. 26. who has used one of these?
  27. 27. what do they have in common with: ?
  28. 28. categorie killers are purely digital are not in the business enough scale and target audience
  29. 29. this came in last week average ride price: down 16% average rides per hour: up 55% average earnings per hour: up 30% Uber doing revenue management for taxi’s and sharing this with users!
  30. 30. our industry is fragmented (500.000+ properties) mass consolidation is awaiting (and needs) to happen
  31. 31. rate parity... hotel focus OTA focus
  32. 32. the job of the RM is getting quite extended 2015: shift to demand management market segments, pace, price, rms, overbooking, historical, costs, channel, conversion attribution, digital marketing, external data sources, booking.com-expedia-tripadvisor data, GRI, a/b/c testing, sales funnel
  33. 33. in 2014/2015 buys buys buys where will this go, and what is your plan?
  34. 34. enough of this marketing, back to the numbers
  35. 35. ANALYTIC CAPABILITY PROBLEM SOLVING ABILITY X X GESTALT INTERFACE HUMAN & COMPUTER FRICTION
  36. 36. FRICTION
  37. 37. DATA IS THE NEW SOIL David McCandless, TEDGlobal 2010
  38. 38. THE FULL PRODUCT ? + required data / Interfaces FULL PRODUCT Hotel Cost Subscription fees + 1.000 / year Hotel Cost Subscription fees + 1.000 / year Hotel Cost New Interface Build: 25.000 Existing Interface: 6.000 Hotel Cost Setup and implementation 20.000 Hotel Cost …. Hotel Cost Interfaces costs + 3.000 / year Rate Shopping Pricing: Competitor Set Rates / Avail Positioning OTA Analytics Reservations Data Summary or Transaction Level PMS Rates, overbooking & restrictions Distr. Systems Integration in the organisation a Revenue Management System
  39. 39. (Hotel Technology) Buyers identify ‘high costs of ENTRY or high INVESTMENT’ & ‘INTEGRATION with existing systems’ leading barriers for implementing new technology (timetric , Global Hotel Industry Survey 2013: Technology Initiatives and Investment Decisions)
  40. 40. PMS Dependent 80% PMS Semi- Dependent HOTEL TECHNOLOGY PLAYERS (LARGEST BY TYPE)
  41. 41. CONSUMERIZATION Consumer Expectations Enterprise IT …will force more IT change over the next 10 years than any other trend Citrix
  42. 42. DATA IS THE NEW SOIL David McCandless, TEDGlobal 2010
  43. 43. HOTEL TECHNOLOGY PLAYERS (OUR SOIL)
  44. 44. 25 PRODUCT PREFERENCES ✓ Buying a bigger purse ✓ Increased soap / sanitizer ✓ Change to unscented ✓ Dietary supplements 25 / 100.000
  45. 45. TELL ME WHAT YOU LIKE … …AND I WILL TELL YOU HOW INTELLIGENT YOU ARE…
  46. 46. LESS THE RIGHT DATA = BETTER DECISIONS Significantly Better Diagnostic Performance LESS THE RIGHT DATA = BETTER DECISIONS : • ECG • Blood Pressure • Fluid in Lungs • Stable / Unstable Significantly Better Diagnostic Performance
  47. 47. SKIN CANCER STORY
  48. 48. TELL ME WHAT YOU EAT… … AND I WILL TELL YOU HOW LIKELY YOU ARE TO TAKE THAT FLIGHT
  49. 49. HOSPITALITY INDUSTRY
  50. 50. key takeaways for 2015 the hotel industry is marketing and data confused take control of your data be open for the unexpected be strong by understanding our weaknesses

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