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Zone 1 Research Presentation
- 1. | Zone 1 Account Management Project August 9, 2016 Zone 1 Account Management Project Brandon Burton Mitchel Anzivino Page 1 | Zone 1 Account Management Project August 9, 2016Page 1
- 2. Methodology Corporate Travel Group Bookings CLC Results | Zone 1 Account Management Project August 9, 2016Page 2 Agenda
- 3. Methodology | Zone 1 Account Management Project August 9, 2016Page 3
- 4. New opportunities to help reach RevPar index | Zone 1 Account Management Project August 9, 2016 • Competition provided insight • Top companies identified • Hotelligence Report; Rooms Consolidation Report • CLC Opportunities • Cvent; Hotel Planner; Local Convention Visitors & Bureau • Business Case Suggestions • KS193: Dodge City, KS Page 4 Methodology Corporate Travel Group Bookings CLC Results
- 5. Corporate Travel | Zone 1 Account Management Project August 9, 2016Page 5
- 6. Opportunity increased Corporate Travel | Zone 1 Account Management Project August 9, 2016 • Business Cases: Lack of evidence and Rev Management Opportunity • Hotelligence Report: Shifting market share • Beyond the Data: Local Top Companies only found through Google Page 6 Methodology Corporate Travel Group Bookings CLC Results
- 7. Group Bookings | Zone 1 Account Management Project August 9, 2016Page 7
- 8. Opportunity to increase group booking | Zone 1 Account Management Project August 9, 2016 • Hotel Planner: Awareness • Cvent: Additional detail • Convention & Visitors Bureau: Local connection • Knowledge of local attractions Page 8 Methodology Corporate Travel Group Bookings CLC Results 92% 8% Hotel Planner Listed Not Listed 22% 78% Cvent Complete Not Listed/Incomplete 52% 30% 18% CVB Listed Not Listed Non-existant
- 9. Opportunity for property training on group tools | Zone 1 Account Management Project August 9, 2016Page 9 Methodology Corporate Travel Group Bookings CLC Results 92% 8% Hotel Planner Listed Not Listed 22% 78% Cvent Complete Not Listed/Incomplete 52% 30% 18% CVB Listed Not Listed Non-existant
- 10. CLC | Zone 1 Account Management Project August 9, 2016Page 10
- 11. Opportunity to attract additional CLC business with a minimal rate reduction | Zone 1 Account Management Project August 9, 2016 • Low Occupancy • New contracts available • Potential for recurring business Page 11 Methodology Corporate Travel Group Bookings CLC Results
- 12. Opportunity for new CLC contracts | Zone 1 Account Management Project August 9, 2016Page 12 Methodology Corporate Travel Group Bookings CLC Results 0 4 8 12 16 20 24 Contracts No Contracts Contracts 50,708 RNs 14 Significant
- 13. Results | Zone 1 Account Management Project August 9, 2016Page 13
- 14. Final Project Results | Zone 1 Account Management Project August 9, 2016 • Consulted 40 properties • Over 400 business cases have been suggested • Thousands of room night opportunities uncovered Page 14 Methodology Corporate Travel Group Bookings CLC Results
- 15. Comfort Suites Dodge City, Kansas (64 Rooms) | Zone 1 Account Management Project August 9, 2016 • KS193: 9 Business Case Suggestions • Hotelligence: 1,047 RNs • Rooms Consolidation: 5,642 RNs • Year To Date Occupancy Index: 65.3 • Year To Date ADR Index: 102.1 • 6,689 RNs * $95.65 = $639,803 • $639,803 * 13% (fair share) = $83,174 Revenue • $83,174 – ($29 * 870 RNs) = $57,944 Profit • KS193 - Comfort Suites Dodge City Page 15 Methodology Corporate Travel Group Bookings CLC Results
- 16. Sleep Inn & Suites Cartersville, GA (40 Rooms) | Zone 1 Account Management Project August 9, 2016 • Cvent: Additional descriptive information • Hotel Planner: Incorrect address • CVB: Not listed under accomodations • GA945 - Sleep Inn & Suites Cartersville Page 16 Methodology Corporate Travel Group Bookings CLC Results
- 17. Next Steps: Our Opportunities, Our Learning | Zone 1 Account Management Project August 9, 2016 • Review progress towards RevPar Index • Refer to Salesforce documents • Determine negotiated rates for competitors • Checklist for AE Page 17 Methodology Corporate Travel Group Bookings CLC Results
- 18. Q&A | Zone 1 Account Management Project August 9, 2016Page 18 Brandon Burton Mitch Anzivino
Editor's Notes
- Introduce ourselves Explain Zone 1 Project Failure to meet RevPar Index goals Research on 40 properties (Conversion & New Construction)
- Lay out Agenda
- Hand off to Mitch
- Importance of mid-week business Best of the best: Allow corporate travel Base line business; Repeat business; Build relationship
- Several lacking logical evidence to support business cases EXPECTED VALUE Direct Booking -> Not on Hotelligence or Rooms Consolidation Revenue Management (ChoiceRM) helps to manage the rate changes; Becomes even more evident with CLC Business cases missing from important points of business: Capture locally
- Shrink the market; Easy win Repeat business; Quick revenue
- Backlinks (local attractions) – Is it possible to include this on the website? Cvent- puts focus on meeting space CVB- town website- accommodations not listed
- Shrink the hotel Base line business
- Explain CLC research findings (Total Room Nights, CLC Contracts, Suggested Rates)
- Shrink the hotel