This webinar discusses strategies for maximizing revenue at gaming properties through smart technology solutions. It covers optimizing pricing and yields, expediting group bookings, and using profit optimization tools. Strategies for catering to gaming customers, boosting direct bookings, and increasing order value are presented. The webinar also explores upselling room products and amenities, building loyalty through personalized pricing, and answering audience questions.

1. WEBINAR:
THE HOUSE ALWAYS WINS
How smart technology
maximizes revenue strategies
for gaming properties
February 20, 2018

2. Speakers
2
ANGIE DOBNEY
VP of Gaming Sales
MICHAEL LINTON
Business Development
Director
PAVAN KAPUR
Senior VP of Global
Gaming
MIKE PAVICICH
Director of Hospitality
Sales

3. Agenda
PART 1 Revenue Strategies
● How total guest profit should be factored into pricing and yielding decisions
● Aligning your teams to expedite group quoting and maximize revenue
● How an integrated profit optimization cloud solution drives all aspects of business
PART 2 Booking Strategies
● Catering to gaming customers
● Optimizing for direct bookings for large casino properties
● Maximizing order value per customer
PART 3 Merchandising Strategies
● Upselling and allotment strategies for premium room products and upgrades
● Merchandising key resort amenities to capture maximum share of wallet
● Building customer loyalty through personalized pricing and merchandising
PART 4 Audience Q&A
3

4. Revenue Strategies
for Casino Properties
Strategies that add to the science
of Revenue Management to
increase profit for casinos

5. 5

6. Total Property Profit Optimization
Property-Wide Objective:
Fill the property with the highest value, most profitable mix of business
What is the result?
Optimal rates for each segment are recommended which drive the most profitable mix
Confidence that the mix of business is the best which can be achieved
Ability to identify areas for opportunity and/or concern well in advance
All departments have freedom to sell rooms
Reduce or eliminate 11th hour scrambling to fill rooms
6

7. Total Property Profit Optimization
Forecast
● Understand the data used to forecast
● Know the movement by customer segment
● Track your accuracy
● Get all departments involved
● Customer buying behaviors
● Intelligent rate shopping to help understand the
demand
● Understand your cost of acquisition
7

8. Total Property Profit Optimization
Marketing
● Customer evaluation methods
● Revenue sources
● Use data to pinpoint where you need the business
● Understand cost of acquisition
● Include online marketing expenses
● RM should dictate what offers go out, not marketing!
● Know how to optimize online marketing channels
● Track everything
8

9. Total Property Profit Optimization
Reporting
● Stop manually typing information
● Use a tool that is dynamic and can pull from different
sources and can update easily
● Train your bosses on the reports!
● Don’t wait on the pace report from your OTA partner,
create your own!
9

10. Booking Strategies
for Casino Properties
A booking solution that maximizes
revenue from your most valuable
guests

11. Hotel Industry Challenges are Amplified in the Gaming Industry
More Inventory Increases the Need to Maximize Direct
Bookings
● Many casino resorts have room inventory in excess of
2,000 rooms.
● This accentuates the hotels reliance on OTA’s to fill
room nights.
● In destinations like Las Vegas, with approximately
150,000 hotel rooms, competition is fierce
More Onsite Venues and Amenities Increases the Need
to Sell Additional Products
Loyalty Programs Have to be Adapted to meet the
Expectations of Gaming Customers
11

12. Maximizing Direct Bookings for Large Casino Properties
The booking engine must have features to
stimulate demand and increase conversion.
(e.g., room scarcity messaging, email
retargeting, Best Rate Guarantee, etc.)
Selling multiple rooms during the booking
process. This is a necessity for properties with
room counts in excess of 1,000 and large
groups/conventions in town so frequently.
Multi-property booking engines help hotels
with several properties in a market to
maximize return on their digital ad spend.
12

13. Maximizing Order Value Per Customer
Selling Ancillary Products During the Booking Process
● Amenities
● Dining
● Entertainment
● VIP Check-in
● High Floor
● Early Check-in/Late Check-out
● Spa treatments
Selling Packages
● Enables the hotel to discount rooms or services in a way that is
opaque to the customer
● Helps keep the guests on property, using the resorts amenities.
13

14. Catering to Gaming Customers
For many casino resorts, casino players have to call the hotel
to book casino rates and promotions, using valuable call
center resources to complete the transaction.
The call center agent uses the customers player account
number to pull up the customers player profile in the
casino management system (CMS).
The call center agent reviews what rate plans/offers are
available to the casino customer, then processes the
booking in the property management system (PMS).
In today’s environment, casino players should be able to do
this online!
14

15. Example Casino Loyalty Tier Ranking Structure
Use Case:
Player John Smith, player card
#12345
10/1: John has an ADT of $800
based on his play history.
Therefore, John is a tier 5 player
and is eligible for Casino Rate 1-7.
10/9: John has an ADT of $500
based on his play history.
Therefore, John is a tier 3 player
and is eligible for Casino Rate 1-4.
10/23: John has an ADT of $1200
based on his play history.
Therefore, John is a tier 6 player
and is eligible for Casino Rate 1-8.
Casino Rate Availability Base on Players ADT Tier
Purple Gold Black Red
Tier 1 Tier 2 Tier 3 Tier 4 Tier 5 Tier 6 Tier 7
Avg Daily Theoretical
(ADT) $100-$250 $251-$350 $351-$500 $501-$750 $751-$1000 $1001-$1500 $1500+
Casino Rate 1 A A A A A A A
Casino Rate 2 A A A A A A A
Casino Rate 3 A A A A A A A
Casino Rate 4 A A A A A A A
Casino Rate 5 U U A A A A A
Casino Rate 6 U U U A A A A
Casino Rate 7 U U U U A A A
Casino Rate 8 U U U U U A A
Casino Rate 9 U U U U U U A
Casino Rate 10 U U U U U U A
A= Available
U=Unavailable
15

16. Catering to Gaming Customers
A casino booking engine must have the ability to handle Casino Comps, this requires:
Allowing casino customers to log-in using their player card number and pin.
Interfacing with gaming technology vendors like Scientific Games, Aristocrat Technologies,
IGT, Konami, etc.
Displaying a room as comp to the customer but passing a rate to the PMS for accounting
purposes.
The ability to blend multiple rate plans and apply multiple player accounts to qualify offers.
The ability to redeem player offers from the casino management system.
16

17. Merchandising
Strategies for
Casino Properties
Strategic merchandising and
personalized pricing to maximize
revenue

18. A cloud-based, mobile-first,
scientific data-driven approach to
successful personalized merchandising

19. State-of-the-Art Intelligence
Is applied to every guest upsell transaction
Pricing & Merchandising – Real Time
Our predictive modeling engine, which trained on millions of
transactions, first leverages machine-learning techniques
using a global model. Over time, it matures and prices each
upgrade offer based on the individual property.
Nor1 holds two PRiME®
patents:
• “Computer-Implemented Systems and Methods for Automatic Merchandising”
• “A Method and a System for Simultaneous Pricing and Merchandising”
It’s the right product and right price, offered at the
right time to the right guest
19

20. Nor1 Merchandising Platform
Personalized commerce at the intersection of mobile and artificial intelligence
PRiME® is our predictive
modeling engine, trained on
millions of historical transactions,
which makes real-time decisions
on product selection, pricing
and display rank. It leverages
data from consumer and supplier
profiles, behavioral observations,
real-time transaction information
and available inventory, and
understands the consumer’s
willingness to pay. PRiME®
helps
steer demand for the benefit of
the supplier.
Nor1 holds two patents for:
• “Computer-Implemented
Systems and Methods for
Automatic Merchandising”
• “A Method and a System for
Simultaneous Pricing and
Merchandising”
• A unique buying process
that allows merchants to
price and merchandise
perishable inventory more
effectively
• Utilizes PRiME®
technology
to optimize offers
• Connects travel consumers
and decision makers
Nor1 holds two patents for:
• “Method for Transacting for
a Perishable Object Having
an Uncertain Availability”
• “System and Method for
Transacting for an Upgrade
Having an Uncertain
Availability”
• Utilizes PRiME®
technology to
optimize offers
• Creates a brand standard for
front desk upsells
• Empowers Front Desk staff to
maximize upsell
opportunities
• Provides agent portal that
drives top-of-mind
awareness
• Includes management
module providing pre-shift
intelligence, reporting and
administrative tools
• Is PMS agnostic
• Offers scalable and
sustainable training
• Creates upsell and ancillary
offers across a reservation’s
life-cycle
• Has mobile optimized
delivery
• Covers room inventory
• Includes hotel amenities
• Uses PRiME®
intelligence to
produce offer sets
• Provides API and SDK for
broad integration
@ Booking Check-in On-PropertyPre-arrival
• Enables hotels and resorts
to make confirmed
upsells to their guests
based on last-minute
inventory
• Delivers upsell offers
that take eStandby®
requests into
consideration and can be
scheduled until the day of
check-in
• Makes room offers based
on real-time inventory
access
• All timing, pricing and
merchandising of offers
are driven by PRiME®
Machine Learning/
Artificial Intelligence
20

21. Guest Journey

22. Audience Q&A
22

23. Thank you!
Please send all follow up questions
to marketing@traveltripper.com.
The webinar video and presentation
will be made available to all
registrants within 1 day.