TravelClick Webinar: How To Develop Competitive Intelligence

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TravelClick Webinar: How To Develop Competitive Intelligence

  1. 1. How to DevelopCompetitive Intelligence
  2. 2. Agenda.• Competitive Intelligence in the hospitality industry • A quick look at trends• Featured speakers• What data is available for hoteliers.• Your pricing model• Growth Opportunities• Insights across GDS channels• Tips & Tricks• Q&A If  you  have  ques-ons  throughout  the  presenta-on  please  message  them  to  the  event host,  we  will  have  a  Q&A  session. 7/18/12 2
  3. 3. Highlights | Republican and Democratic National Conventions 2012 2011 Variance 2012 2011 VarianceDate Committed Committed between 2011 Date Committed Committed between 2011 occupancy Occupancy and 2012 occupancy Occupancy and 2012Sun Sep-02-2012 93.8% 16.1% +483.7% Sun Aug-26-2012 86.0% 10.6% +710.9%Mon Sep-03-2012 96.8% 7.0% +1290.5% Mon Aug-27-2012 86.5% 12.5% +591.1%Tue Sep-04-2012 97.0% 9.4% +937.6% Tue Aug-28-2012 86.4% 12.8% +574.1%Wed Sep-05-2012 96.9% 13.2% +635.3% Wed Aug-29-2012 85.8% 12.3% +596.3%Thu Sep-06-2012 95.7% 34.7% +175.6% Thu Aug-30-2012 85.1% 11.6% +631.8%Fri Sep-07-2012 49.9% 44.6% +11.9% Fri Aug-31-2012 66.2% 17.1% +286.7%Totals 88.4% 20.8% +324.6% Totals 82.7% 12.8% +544.0% TravelClick data tracks approx 15,000 hotel rooms from 100 hotels in the Charlotte market TravelClick data tracks approx 18,000 hotel rooms from more than 115 hotels in this market Tampa *based on group commitments and individual reservations on the books as of 7/18/12 3 July 8th, 2012 compared to the same time last year.
  4. 4. Highlights | 2012 London Olympics Variance 2012 2011 between Variance between Date Committed Committed 2012 ADR 2011 ADR 2011 and 2011 and 2012 occupancy Occupancy 2012 Fri Jul-27-2012 81.5% 67.4% +21.0% £184.03 £116.99 +57.3% Sat Jul-28-2012 81.0% 73.3% +10.5% £180.47 £112.63 +60.2% Sun Jul-29-2012 76.1% 53.1% +43.3% £187.93 £113.45 +65.7% Mon Jul-30-2012 80.0% 52.3% +53.0% £189.70 £116.25 +63.2% Tue Jul-31-2012 81.0% 55.2% +46.7% £186.79 £116.57 +60.2% Wed Aug-01-2012 81.0% 52.6% +54.0% £187.70 £117.27 +60.1% Thu Aug-02-2012 80.4% 51.6% +55.8% £188.78 £113.37 +66.5% Fri Aug-03-2012 81.3% 58.9% +38.0% £189.36 £104.27 +81.6% Sat Aug-04-2012 82.3% 67.4% +22.2% £191.29 £105.22 +81.8% Sun Aug-05-2012 76.7% 47.6% +61.2% £197.44 £108.77 +81.5% Mon Aug-06-2012 78.9% 48.0% +64.3% £192.16 £114.53 +67.8% Tue Aug-07-2012 79.3% 49.8% +59.2% £191.99 £117.17 +63.8% Wed Aug-08-2012 76.9% 47.8% +61.1% £192.27 £117.24 +64.0% Thu Aug-09-2012 74.4% 48.2% +54.2% £195.66 £115.44 +69.5% Fri Aug-10-2012 71.9% 55.5% +29.4% £192.54 £106.00 +81.6% Sat Aug-11-2012 72.4% 59.7% +21.4% £189.46 £103.45 +83.1% Sun Aug-12-2012 60.3% 44.1% +36.7% £194.80 £104.15 +87.0% Totals 77.4% 54.9% +41.1% £189.85 £112.10 +69.3% *based on group commitments and individual reservations on the books as of 7/18/12 4 July 10, 2012 compared to the same time last year.
  5. 5. Highlights | Second Quarter Online  booking  trends  con0nues,  to  include  business  travelers Business  Transient  Booking  Trends 26%  (Occ) 14.8%  (ADR) Q2  Online  Booking  Trends (based  on  the  Q2  North  American Distribu0on  Review) *based on group commitments and individual reservations on the books as of 7/18/12 5 April 1, 2012 compared to the same time last year.
  6. 6. Competitive intelligence in the hospitalityindustry. Committed occupancy growth driven by the group segment showing a committed room nights increase of 5.2% For the third quarter of 2012, overall committed occupancy is up 6.8% year-over- year for the top 25 markets Committed occupancy for the group segment is up 5.6% and the transient segment is up 9.9% compared to a year ago for Q3 The group segment ADR is up 6.0% and the transient segment ADR is up 7.5% compared to a year ago for Q3 *based on group commitments and individual reservations on the books as of 7/18/12 6 June 3rd, 2012 compared to the same time last year.
  7. 7. Our Featured Speakers 7/18/12 7
  8. 8. Sloan DeanVice President of Sales and MarketingInterstate Hotels and ResortsCurrently the Vice President of Sales and Marketingat Interstate Hotels and Resorts, overseeing the totalrevenue and profit of a portfolio of more that 170M.Sloan’s experience includes corporate revenuemanagement for Noble Investment Group and globaldistribution marketing for IHG’s Hotel ManagementGroup. He is an expert in customer segmentation,retail pricing models, revenue management systems,third party internet booking channels, pay-per-clickmarketing and guides the portfolio in all marketstrategies. 7/18/12 8
  9. 9. Kimberly FurlongVice President of Revenue ManagementTPG HospitalityCurrently the Vice President of RevenueManagement for TPG Hospitality. Kimberly’sexperiences include extensive revenue managementleadership roles with Lodgian and HershaHospitality. She is a proven leader in the Sales andRevenue Management discipline with over 12 yearsof successful multi-property and enterprise levelresponsibilities with additional expertise in e-commerce, channel distribution, and brand relations. 7/18/12 9
  10. 10. Sara DugganSenior Director, Business IntelligenceTravelClick, Inc.Currently a Senior Director in Business Intelligence,leading numerous product teams. Born and raised inSouthern Africa, she received her Post Graduatedegree in Business Hospitality at IHTTI Hotel Schoolin Switzerland. Sara previously worked as aconsultant in both Revenue Management andMarketing. She has created and led the RevenueManagement and Distribution Departments forBlackstone’s European properties. 7/18/12 10
  11. 11. Competitive intelligence provides you withactionable insights to increase your hotelrevenue.Price rooms…Identify …with precision,opportunities… to win the right customers andTarget customers… maximize your revenueTake action… 7/18/12 11
  12. 12. What data is available for hoteliers.Your historical and future dataRates, bookings, groups, inclusions, etc.Available industry outlooksSmith Travel Data, TravelClick Perspective, local conventions visitors bureaus,tourism organizations, etc.News outlets, white papers, webinarsTravelClick Quarterly Webinar, Hotel News Now, Universities, VMF LeonardoBusiness Intelligence SubscriptionsSmith Travel Data, TravelClick, RateTiger, etc. 7/18/12 12
  13. 13. Your pricing model. 7/18/12 13
  14. 14. 40% of major decisions are based not on factsbut on the manager’s gut* ©  CartoonStock.com Sound familiar? *  Accenture  ©  2008
  15. 15. 6 KEY Pieces of Information/Data are neededfor Pricing1. Prime Booking Window by Customer Segment by Sell Channel2. Market Demand by Customer Segment by Sell Channel + Your Internal Forecast3. Competitor Pricing4. Competitor Behavior5. How is your Consumer(s) booking? What times of the day are they booking?6. Top 3 Purchase Factors for your Consumer(s)? • Here’s the Top 5 Purchase Factors by Rank per the Epsilon Consumer Study: 1. Right Price 2. Convenient Location 3. Best Value 4. Discounted Rate 5. Features/amenities
  16. 16. Price Optimization – Single Product Demand Demand Price 100 $0100 80  rooms  @  $20  =  1,600 90 $10 80 $20 50  rooms  @  $50  =  $2,500 70 $30 60 $40 50 50 $50 20  rooms  @  $80  =  $1,600 40 $60 30 $70 20 $80 0 Price 10 $90 $0 $50 $100 0 $100What is the With  infinite  capacity? For  50  rooms?Optimal Price? For  40  rooms?
  17. 17. Price Optimization – Two Products Product  A Product  B Demand Price Price $100 0 $400 What is the Optimal Price? $90 10 $360 With infinite capacity $80 20 $320 For Product A? $70 30 $280 For Product B? $60 40 $240 With 100 Rooms? $50 50 $200 50 Rooms? $40 60 $160 $30 70 $120 $20 80 $80 $10 90 $40 $0 100 $0
  18. 18. Price Optimization – Two Products Demand Demand Product A Product B100 50 rooms @ $50 = 100 50 rooms @ $200 = $2,500 $10,000 50 50 0 Price 0 Price $0 $50 $100 $0 $200 $400 Optimal Price: • For both infinite capacity and with100 Rooms, the optimal results are at the mid-price point. • But what is the answer for 50 rooms?
  19. 19. Price Optimization – Two Products, Shared Inventory Product  A Product  B Demand Price Revenue Price Revenue $100 $0 0 $400 $0 $90 $900 10 $360 $3,600What is the Optimal Price? $80 $1,600 20 $320 $6,400  For product A?  For product B? $70 $2,100 30 $280 $8,400  With infinite capacity? $60 $2,400 40 $240 $9,600  With 100 Rooms? $50 $2,500 50 $200 $10,000  50 Rooms? $40 $2,400 60 $160 $9,600 $30 $2,100 70 $120 $8,400 $20 $1,600 80 $80 $6,400 $10 $900 90 $40 $3,600 $0 $0 100 $0 $0
  20. 20. Price Optimization – Two Products, Shared InventoryDemand Product  A Product  A Product  B Demand Price Revenue Price Revenue $100 $0 0 $400 $0 $90 $900 10 $360 $3,60010 $80 $1,600 20 $320 $6,400 $70 $2,100 30 $280 $8,400 Price 0 $90 $60 $2,400 40 $240 $9,600Demand $50 $2,500 50 $200 $10,000 $40 $2,400 60 $160 $9,600 Product  B $30 $2,100 70 $120 $8,400 $20 $1,600 80 $80 $6,400 $10 $900 90 $40 $3,60040 $0 $0 100 $0 $0 Price 0 $240 $400
  21. 21. The Best To-Date, in my opinion…
  22. 22. Possible Now…. Source: TravelClick, Inc.
  23. 23. Tomorrow…?? Variation of graph provided courtesy of TravelClick
  24. 24. Sloan’s top tips and tricks when developinghis pricing strategy. ALWAYS, ALWAYS, ALWAYS approach the problem from a Consumer Perspective Using the Mutually Exclusive, Collectively Exhaustive (MECE) approach whenever possible. Know your Competition through & through What are their pricing patterns? What time of day are they shopping &/or reviewing their pricing strategies? Don’t overly focus on Retail pricing, especially outside of top 10 MSAs There is often more opportunity with shedding light on Group & Corporate Negotiated segments than over- emphasizing retail, which are often priced “blindly” or “semi-opaque.” NEVER forget: ALL segments & ALL channels need variation of pricing elasticity A static pricing strategy, even with a 2007 Cornell publication support, is a recipe for destruction. Emotional Price Anchoring is Very Real and MUST be addressed 7/18/12 24
  25. 25. Growth Opportunities. 7/18/12 25
  26. 26. Identify growth opportunities by analyzingwhat is being demanded in your market. Does the summary data really tell the correct story? Can I measure my true potential with only my hotel performance metrics? Are my competitors growing rate more through rate increases or a change in mix of sales? As we head into BT season, how can I better understand the demand in my comp set and the true value of a Negotiated Corporate client? Which channels are selling the most bookings in my area? Should I shift availability or offer new specials? 7/18/12 26
  27. 27. What data do you need to see your growthopportunities. • Historical & Future looking data • Data by channel & market segment • Details by day • Changes in pace & trends • Length of Stay, Stay Patterns & Lead Time You need this information for both your hotel and your competitive set. 7/18/12 27
  28. 28. Identifying Growth Opportunities Scenario CURRENT MONTH ADR RevPAR My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)Current 89.3 162.30 144.93 MonthYear To 77.1 155.00 119.51 DateRunning 12 76.2 158.72 120.94 Month CURRENT MONTH Percent Change (%) ADR % Chg RevPAR % Chg My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)Current 3.9 0.3 4.2 MonthYear To 4.1 2.0 6.1 DateRunning 12 2.3 2.0 4.3 Month SMITH TRAVEL RESEARCH, Inc 7/18/12 28
  29. 29. Identifying Growth Opportunities Scenario CURRENT MONTH ADR RevPAR My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)Current 89.3 84.2 106.1 162.30 186.20 87.2 144.93 156.74 92.5 MonthYear To 77.1 74.6 103.4 155.00 167.65 92.5 119.51 125.01 95.6 DateRunning 12 76.2 75.7 100.6 158.72 162.78 97.5 120.94 123.27 98.1 Month CURRENT MONTH Percent Change (%) ADR % Chg RevPAR % Chg My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)Current 3.9 1.6 2.3 0.3 5.8 -5.5 4.2 7.4 -3.1 MonthYear To 4.1 2.7 1.4 2.0 4.1 -2.1 6.1 6.8 -0.7 DateRunning 12 2.3 2.3 0.0 2.0 1.8 0.2 4.3 4.1 0.2 Month SMITH TRAVEL RESEARCH, Inc 7/18/12 29
  30. 30. Identifying Growth Opportunities Scenario CURRENT MONTH Transient Group Total % Chg % Chg % Chg Occupancy (%) My Property 72.2 9.5 My Property 17.1 -7.6 My Property 89.3 3.9 Comp set 61.9 4.2 Comp set 22.3 -8.4 Comp set 84.2 1.6 Index (MPI) 116.6 7.0 Index (MPI) 76.8 0.8 Index (MPI) 1.1 2.3 ADR My Property 150.85 1.2 My Property 178.13 -1.0 My Property 162.30 0.3 Comp set 187.83 8.9 Comp set 180.87 -0.2 Comp set 186.20 5.8 Index (ARI) 80.3 -7.7 Index (ARI) 98.5 -0.8 Index (ARI) 87.2 -5.5 RevPAR My Property 108.86 10.7 My Property 30.52 -8.6 My Property 144.93 4.2 Comp set 116.22 13.1 Comp set 40.33 -7.3 Comp set 156.74 7.4 Index (RGI) 93.7 -2.4 Index (RGI) 75.7 -1.3 Index (RGI) 92.5 -3.1 SMITH TRAVEL RESEARCH, Inc 7/18/12 30
  31. 31. Identifying Growth Opportunities Scenario CURRENT MONTH Transient Group Total % Chg % Chg % Chg Occupancy (%) My Property 72.2 9.5 My Property 17.1 -7.6 My Property 89.3 3.9 Comp set 61.9 4.2 Comp set 22.3 -8.4 Comp set 84.2 1.6 Index (MPI) 116.6 7.0 Index (MPI) 76.8 0.8 Index (MPI) 1.1 2.3 ADR My Property 150.85 1.2 My Property 178.13 -1.0 My Property 162.30 0.3 Comp set 187.83 8.9 Comp set 180.87 -0.2 Comp set 186.20 5.8 Index (ARI) 80.3 -7.7 Index (ARI) 98.5 -0.8 Index (ARI) 87.2 -5.5 RevPAR My Property 108.86 10.7 My Property 30.52 -8.6 My Property 144.93 4.2 Comp set 116.22 13.1 Comp set 40.33 -7.3 Comp set 156.74 7.4 Index (RGI) 93.7 -2.4 Index (RGI) 75.7 -1.3 Index (RGI) 92.5 -3.1 SMITH TRAVEL RESEARCH, Inc 7/18/12 31
  32. 32. Identifying Growth Opportunities Scenario TOTAL HOTEL Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7 Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7 Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7 Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7 Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7 July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7 August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7 7/18/12 32
  33. 33. Identifying Growth Opportunities Scenario TOTAL HOTEL Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7 June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7 Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7 Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7 Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7 Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7 Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7 Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7 Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7 Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7 Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7 Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7 Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7 Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7 Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7 July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7 7/18/12 33
  34. 34. Identifying Growth Opportunities Scenario TOTAL HOTEL Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7 June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7 Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7 Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7 Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7 Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7 Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7 Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7 Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7 Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7 Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7 Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7 Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7 Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7 Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7 July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7 7/18/12 34
  35. 35. Identifying Growth Opportunities Scenario TOTAL HOTEL Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7 June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7 Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7 Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7 Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7 Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7 Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7 Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7 Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7 Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7 Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7 Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7 Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7 Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7 Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7 July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7 7/18/12 35
  36. 36. Identifying Growth Opportunities Scenario TOTAL HOTEL Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7 June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7 Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7 Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7 Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7 Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7 Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7 Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7 Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7 Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7 Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7 Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7 Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7 Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7 Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7 July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7 7/18/12 36
  37. 37. Identifying Growth Opportunities Scenario TOTAL HOTEL Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7 June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7 Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7 Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7 Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7 Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7 Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7 Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7 Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7 Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7 Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7 Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7 Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7 Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7 Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7 July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7 7/18/12 37
  38. 38. Identifying Growth Opportunities Scenario TOTAL HOTEL Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7 June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7 Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7 Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7 Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7 Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7 Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7 Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7 Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7 Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7 Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7 Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7 Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7 Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7 Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7 July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7 7/18/12 38
  39. 39. Identifying Growth Opportunities Scenario TOTAL HOTEL Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 89.3% 84.2% 2 of 7 0 0 2.9 3.5 $162.86 $186.20 6 of 7 June Subtotals 88.2% 81.7% 2 of 7 0 0 1.9 4.5 $161.15 $192.34 7 of 7 Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7 Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7 Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7 Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7 Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7 Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7 Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7 Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7 Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7 Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7 Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7 Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7 Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7 July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7 7/18/12 39
  40. 40. Identifying Growth Opportunities Scenario TOTAL HOTEL Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 89.3% 84.2% 2 of 7 0 0 2.9 3.5 $162.86 $186.20 6 of 7 June Subtotals 88.2% 81.7% 2 of 7 0 0 1.9 4.5 $161.15 $192.34 7 of 7 Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7 Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7 Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7 Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7 Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7 Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7 Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7 Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7 Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7 Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7 Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7 Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7 Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7 July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7 7/18/12 40
  41. 41. Identifying Growth Opportunities Scenario RETAIL TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank May Subtotals 5.3% 24.2% 6 of 7 0 0 2.9 3.5 $236.87 $209.45 1 of 7 June Subtotals 8.2% 21.7% 7 of 7 0 0 1.9 4.5 $245.60 $212.47 1 of 7 Mon Jul-16-2012 6.7% 16.7% 6 of 7 1.2 11.4 1.2 2.5 $262.96 1 of 7 Tue Jul-17-2012 8.5% 21.5% 5 of 7 0.1 9.3 -5.3 1.5 $293.62 1 of 7 Wed Jul-18-2012 10.4% 27.4% 6 of 7 0.2 8.4 -8.3 2.2 $298.26 1 of 7 Thu Jul-19-2012 6.2% 17.2% 7 of 7 2.3 7.6 -2.5 1.7 $242.04 1 of 7 Fri Jul-20-2012 8.5% 11.5% 7 of 7 4.2 5.9 2.5 1.2 $229.23 1 of 7 Sat Jul-21-2012 9.5% 10.5% 6 of 7 3.8 3.6 2.1 2.8 $229.52 1 of 7 Sun Jul-22-2012 5.2% 18.2% 6 of 7 4.1 6.7 0.8 6.1 $237.52 1 of 7 Mon Jul-23-2012 4.5% 25.5% 7 of 7 3.3 8.1 -2.3 7.2 $247.67 1 of 7 Tue Jul-24-2012 8.3% 26.3% 7 of 7 1.8 10.5 -3.3 7.2 $283.22 1 of 7 Wed Jul-25-2012 7.0% 28.0% 7 of 7 1.7 14.2 0.1 5.4 $287.52 1 of 7 Thu Jul-26-2012 5.1% 15.1% 6 of 7 2.1 11.3 0.6 3.4 $237.52 1 of 7 Fri Jul-27-2012 5.0% 16.0% 7 of 7 3.9 4.1 1.2 1.4 $227.52 1 of 7 Sat Jul-28-2012 8.2% 17.0% 6 of 7 2.7 4.1 1.6 1.4 $227.52 1 of 7 July Subtotals 7.1% 19.9% 7 of 7 2.6 8.5 -0.5 3.3 $262.45 1 of 7August Subtotals 1.4% 3.4% 7 of 7 0.1 1.4 0.7 1.7 $259.58 1 of 7 7/18/12 41
  42. 42. Identifying Growth Opportunities Scenario RETAIL TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank May Subtotals 5.3% 24.2% 6 of 7 0 0 2.9 3.5 $236.87 $209.45 1 of 7 June Subtotals 8.2% 21.7% 7 of 7 0 0 1.9 4.5 $245.60 $212.47 1 of 7 Mon Jul-16-2012 6.7% 16.7% 6 of 7 1.2 11.4 1.2 2.5 $262.96 1 of 7 Tue Jul-17-2012 8.5% 21.5% 5 of 7 0.1 9.3 -5.3 1.5 $293.62 1 of 7 Wed Jul-18-2012 10.4% 27.4% 6 of 7 0.2 8.4 -8.3 2.2 $298.26 1 of 7 Thu Jul-19-2012 6.2% 17.2% 7 of 7 2.3 7.6 -2.5 1.7 $242.04 1 of 7 Fri Jul-20-2012 8.5% 11.5% 7 of 7 4.2 5.9 2.5 1.2 $229.23 1 of 7 Sat Jul-21-2012 9.5% 10.5% 6 of 7 3.8 3.6 2.1 2.8 $229.52 1 of 7 Sun Jul-22-2012 5.2% 18.2% 6 of 7 4.1 6.7 0.8 6.1 $237.52 1 of 7 Mon Jul-23-2012 4.5% 25.5% 7 of 7 3.3 8.1 -2.3 7.2 $247.67 1 of 7 Tue Jul-24-2012 8.3% 26.3% 7 of 7 1.8 10.5 -3.3 7.2 $283.22 1 of 7 Wed Jul-25-2012 7.0% 28.0% 7 of 7 1.7 14.2 0.1 5.4 $287.52 1 of 7 Thu Jul-26-2012 5.1% 15.1% 6 of 7 2.1 11.3 0.6 3.4 $237.52 1 of 7 Fri Jul-27-2012 5.0% 16.0% 7 of 7 3.9 4.1 1.2 1.4 $227.52 1 of 7 Sat Jul-28-2012 8.2% 17.0% 6 of 7 2.7 4.1 1.6 1.4 $227.52 1 of 7 July Subtotals 7.1% 19.9% 7 of 7 2.6 8.5 -0.5 3.3 $262.45 1 of 7August Subtotals 1.4% 3.4% 7 of 7 0.1 1.4 0.7 1.7 $259.58 1 of 7 7/18/12 42
  43. 43. Identifying Growth Opportunities Scenario RETAIL TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank May Subtotals 5.3% 24.2% 6 of 7 0 0 2.9 3.5 $236.87 $209.45 1 of 7 June Subtotals 8.2% 21.7% 7 of 7 0 0 1.9 4.5 $245.60 $212.47 1 of 7 Mon Jul-16-2012 6.7% 16.7% 6 of 7 1.2 11.4 1.2 2.5 $262.96 1 of 7 Tue Jul-17-2012 8.5% 21.5% 5 of 7 0.1 9.3 -5.3 1.5 $293.62 1 of 7 Wed Jul-18-2012 10.4% 27.4% 6 of 7 0.2 8.4 -8.3 2.2 $298.26 1 of 7 Thu Jul-19-2012 6.2% 17.2% 7 of 7 2.3 7.6 -2.5 1.7 $242.04 1 of 7 Fri Jul-20-2012 8.5% 11.5% 7 of 7 4.2 5.9 2.5 1.2 $229.23 1 of 7 Sat Jul-21-2012 9.5% 10.5% 6 of 7 3.8 3.6 2.1 2.8 $229.52 1 of 7 Sun Jul-22-2012 5.2% 18.2% 6 of 7 4.1 6.7 0.8 6.1 $237.52 1 of 7 Mon Jul-23-2012 4.5% 25.5% 7 of 7 3.3 8.1 -2.3 7.2 $247.67 1 of 7 Tue Jul-24-2012 8.3% 26.3% 7 of 7 1.8 10.5 -3.3 7.2 $283.22 1 of 7 Wed Jul-25-2012 7.0% 28.0% 7 of 7 1.7 14.2 0.1 5.4 $287.52 1 of 7 Thu Jul-26-2012 5.1% 15.1% 6 of 7 2.1 11.3 0.6 3.4 $237.52 1 of 7 Fri Jul-27-2012 5.0% 16.0% 7 of 7 3.9 4.1 1.2 1.4 $227.52 1 of 7 Sat Jul-28-2012 8.2% 17.0% 6 of 7 2.7 4.1 1.6 1.4 $227.52 1 of 7 July Subtotals 7.1% 19.9% 7 of 7 2.6 8.5 -0.5 3.3 $262.45 1 of 7August Subtotals 1.4% 3.4% 7 of 7 0.1 1.4 0.7 1.7 $259.58 1 of 7 7/18/12 43
  44. 44. Identifying Growth Opportunities Scenario DISCOUNT TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 35.3% 14.2% 1 of 7 0 0 12.9 2.5 $135.45 $173.20 6 of 7 June Subtotals 48.2% 21.7% 1 of 7 0 0 9.9 2.5 $145.67 $178.42 7 of 7Mon Jul-16-2012 46.7% 16.7% 2 of 7 5.4 1.2 7.5 2.5 $162.96 6 of 7Tue Jul-17-2012 48.5% 21.5% 1 of 7 3.3 0.1 6.5 -1.5 $163.62 6 of 7Wed Jul-18-2012 50.4% 27.4% 1 of 7 2.4 0.2 7.2 -2.2 $168.26 7 of 7Thu Jul-19-2012 46.2% 17.2% 1 of 7 8.6 2.3 6.7 1.7 $142.04 7 of 7 Fri Jul-20-2012 48.5% 11.5% 2 of 7 5.9 4.2 6.2 1.2 $129.23 6 of 7 Sat Jul-21-2012 49.5% 10.5% 1 of 7 3.6 3.8 7.8 2.8 $129.52 6 of 7Sun Jul-22-2012 45.2% 18.2% 1 of 7 6.7 4.1 11.1 1.1 $137.52 7 of 7Mon Jul-23-2012 44.5% 25.5% 1 of 7 8.1 3.3 12.2 1.2 $147.67 6 of 7Tue Jul-24-2012 48.3% 26.3% 1 of 7 15.5 1.8 12.2 -1.8 $163.22 7 of 7Wed Jul-25-2012 47.0% 28.0% 1 of 7 14.2 1.7 10.4 -2.3 $167.52 6 of 7Thu Jul-26-2012 45.1% 15.1% 1 of 7 8.9 2.1 8.4 -3.4 $137.52 7 of 7 Fri Jul-27-2012 45.0% 16.0% 1 of 7 4.1 3.9 6.4 1.4 $127.52 6 of 7 Sat Jul-28-2012 48.2% 17.0% 1 of 7 4.1 2.7 6.4 1.4 $127.52 6 of 7 July Subtotals 47.1% 19.9% 1 of 7 9.7 2.4 8.3 1.4 $162.45 7 of 7August Subtotals 31.4% 3.4% 1 of 7 6.5 1.4 3.4 0.7 $159.58 7 of 7 7/18/12 44
  45. 45. Identifying Growth Opportunities Scenario DISCOUNT TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 35.3% 14.2% 1 of 7 0 0 12.9 2.5 $135.45 $173.20 6 of 7 June Subtotals 48.2% 21.7% 1 of 7 0 0 9.9 2.5 $145.67 $178.42 7 of 7Mon Jul-16-2012 46.7% 16.7% 2 of 7 5.4 1.2 7.5 2.5 $162.96 6 of 7Tue Jul-17-2012 48.5% 21.5% 1 of 7 3.3 0.1 6.5 -1.5 $163.62 6 of 7Wed Jul-18-2012 50.4% 27.4% 1 of 7 2.4 0.2 7.2 -2.2 $168.26 7 of 7Thu Jul-19-2012 46.2% 17.2% 1 of 7 8.6 2.3 6.7 1.7 $142.04 7 of 7 Fri Jul-20-2012 48.5% 11.5% 2 of 7 5.9 4.2 6.2 1.2 $129.23 6 of 7 Sat Jul-21-2012 49.5% 10.5% 1 of 7 3.6 3.8 7.8 2.8 $129.52 6 of 7Sun Jul-22-2012 45.2% 18.2% 1 of 7 6.7 4.1 11.1 1.1 $137.52 7 of 7Mon Jul-23-2012 44.5% 25.5% 1 of 7 8.1 3.3 12.2 1.2 $147.67 6 of 7Tue Jul-24-2012 48.3% 26.3% 1 of 7 15.5 1.8 12.2 -1.8 $163.22 7 of 7Wed Jul-25-2012 47.0% 28.0% 1 of 7 14.2 1.7 10.4 -2.3 $167.52 6 of 7Thu Jul-26-2012 45.1% 15.1% 1 of 7 8.9 2.1 8.4 -3.4 $137.52 7 of 7 Fri Jul-27-2012 45.0% 16.0% 1 of 7 4.1 3.9 6.4 1.4 $127.52 6 of 7 Sat Jul-28-2012 48.2% 17.0% 1 of 7 4.1 2.7 6.4 1.4 $127.52 6 of 7 July Subtotals 47.1% 19.9% 1 of 7 9.7 2.4 8.3 1.4 $162.45 7 of 7August Subtotals 31.4% 3.4% 1 of 7 6.5 1.4 3.4 0.7 $159.58 7 of 7 7/18/12 45
  46. 46. Identifying Growth Opportunities Scenario DISCOUNT TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current My Comp Date My Hotel Comp Set Rank Hotel Comp Set My Hotel Comp Set My Hotel Set Rank May Subtotals 35.3% 14.2% 1 of 7 0 0 12.9 2.5 $135.45 $173.20 6 of 7 June Subtotals 48.2% 21.7% 1 of 7 0 0 9.9 2.5 $145.67 $178.42 7 of 7Mon Jul-16-2012 46.7% 16.7% 2 of 7 5.4 1.2 7.5 2.5 $162.96 6 of 7Tue Jul-17-2012 48.5% 21.5% 1 of 7 3.3 0.1 6.5 -1.5 $163.62 6 of 7Wed Jul-18-2012 50.4% 27.4% 1 of 7 2.4 0.2 7.2 -2.2 $168.26 7 of 7Thu Jul-19-2012 46.2% 17.2% 1 of 7 8.6 2.3 6.7 1.7 $142.04 7 of 7 Fri Jul-20-2012 48.5% 11.5% 2 of 7 5.9 4.2 6.2 1.2 $129.23 6 of 7 Sat Jul-21-2012 49.5% 10.5% 1 of 7 3.6 3.8 7.8 2.8 $129.52 6 of 7Sun Jul-22-2012 45.2% 18.2% 1 of 7 6.7 4.1 11.1 1.1 $137.52 7 of 7Mon Jul-23-2012 44.5% 25.5% 1 of 7 8.1 3.3 12.2 1.2 $147.67 6 of 7Tue Jul-24-2012 48.3% 26.3% 1 of 7 15.5 1.8 12.2 -1.8 $163.22 7 of 7Wed Jul-25-2012 47.0% 28.0% 1 of 7 14.2 1.7 10.4 -2.3 $167.52 6 of 7Thu Jul-26-2012 45.1% 15.1% 1 of 7 8.9 2.1 8.4 -3.4 $137.52 7 of 7 Fri Jul-27-2012 45.0% 16.0% 1 of 7 4.1 3.9 6.4 1.4 $127.52 6 of 7 Sat Jul-28-2012 48.2% 17.0% 1 of 7 4.1 2.7 6.4 1.4 $127.52 6 of 7 July Subtotals 47.1% 19.9% 1 of 7 9.7 2.4 8.3 1.4 $162.45 7 of 7August Subtotals 31.4% 3.4% 1 of 7 6.5 1.4 3.4 0.7 $159.58 7 of 7 7/18/12 46
  47. 47. Identifying Growth Opportunities Scenario OTA CHANNEL PRODUCTION Expedia Priceline.com Change Change My Hotel Comp Set Rooms from Last My Hotel Comp Set Rooms from Last Rooms Rooms Sold Fair Occ Week Fair Rooms Rooms Sold Fair Occ Week Fair Date Sold Sold Share Rank Share Sold Sold Share Rank Share June Total 256 1,378 82 6 of 7 0 715 918 314 1 of 3 15Mon Jul-16-2012 4 16 93 7 of 7 -123 51 13 135 1 of 3 0Tue Jul-17-2012 4 33 66 5 of 7 -17 33 18 215 1 of 3 27Wed Jul-18-2012 4 41 55 5 of 7 -13 41 14 250 1 of 3 23Thu Jul-19-2012 4 16 88 7 of 7 -114 52 3 187 1 of 3 18 Fri Jul-20-2012 11 50 71 6 of 7 -89 61 3 278 1 of 2 45 Sat Jul-21-2012 9 32 98 7 of 7 -63 11 2 371 1 of 2 57Sun Jul-22-2012 6 49 61 5 of 7 -54 25 2 371 1 of 2 60Mon Jul-23-2012 5 29 52 6 of 7 -41 28 2 490 1 of 2 82Tue Jul-24-2012 3 35 48 5 of 7 -25 40 9 415 1 of 2 90Wed Jul-25-2012 2 37 31 5 of 7 -17 18 9 500 1 of 2 119 July Total 142 1051 82 6 of 7 -30 675 217 520 1 of 2 61 August Total 41 146 85 5 of 7 43 24 0 856 1 of 1 45 7/18/12 47
  48. 48. Identifying Growth Opportunities Scenario OTA CHANNEL PRODUCTION Expedia Priceline.com Change Change My Hotel Comp Set Rooms from Last My Hotel Comp Set Rooms from Last Rooms Rooms Sold Fair Occ Week Fair Rooms Rooms Sold Fair Occ Week Fair Date Sold Sold Share Rank Share Sold Sold Share Rank Share June Total 256 1,378 82 6 of 7 0 715 918 314 1 of 3 15Mon Jul-16-2012 4 16 93 7 of 7 -123 51 13 135 1 of 3 0Tue Jul-17-2012 4 33 66 5 of 7 -17 33 18 215 1 of 3 27Wed Jul-18-2012 4 41 55 5 of 7 -13 41 14 250 1 of 3 23Thu Jul-19-2012 4 16 88 7 of 7 -114 52 3 187 1 of 3 18 Fri Jul-20-2012 11 50 71 6 of 7 -89 61 3 278 1 of 2 45 Sat Jul-21-2012 9 32 98 7 of 7 -63 11 2 371 1 of 2 57Sun Jul-22-2012 6 49 61 5 of 7 -54 25 2 371 1 of 2 60Mon Jul-23-2012 5 29 52 6 of 7 -41 28 2 490 1 of 2 82Tue Jul-24-2012 3 35 48 5 of 7 -25 40 9 415 1 of 2 90Wed Jul-25-2012 2 37 31 5 of 7 -17 18 9 500 1 of 2 119 July Total 142 1051 82 6 of 7 -30 675 217 520 1 of 2 61 August Total 41 146 85 5 of 7 43 24 0 856 1 of 1 45 7/18/12 48
  49. 49. Identifying Growth Opportunities Scenario NEGOTIATED TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank May Subtotals 29.3% 31.2% 4 of 7 0 0 5.6 5.5 $174.56 $173.20 3 of 7 June Subtotals 31.2% 30.7% 4 of 7 0 0 4.7 4.9 $176.50 $178.42 4 of 7 Mon Jul-16-2012 16.7% 24.2% 3 of 7 2.4 3.4 1.1 6.5 $162.96 3 of 7 Tue Jul-17-2012 38.5% 26.0% 4 of 7 6.6 4.4 16.5 7.4 $163.62 3 of 7 Wed Jul-18-2012 40.4% 28.4% 1 of 7 8.1 5.1 17.2 8.2 $168.26 4 of 7 Thu Jul-19-2012 16.2% 26.2% 1 of 7 0.1 4.2 2.3 5.5 $142.04 4 of 7 Fri Jul-20-2012 28.5% 26.0% 3 of 7 2.3 2.3 1.3 1.5 $129.23 3 of 7 Sat Jul-21-2012 29.5% 29.5% 4 of 7 3.8 3.8 0.5 0.7 $129.52 3 of 7 Sun Jul-22-2012 25.2% 22.7% 4 of 7 6.7 4.1 2.6 2.3 $137.52 4 of 7 Mon Jul-23-2012 14.5% 25.6% 4 of 7 2.6 3.3 3.6 6.9 $147.67 3 of 7 Tue Jul-24-2012 48.3% 32.5% 1 of 7 9.9 4.5 12.2 8.8 $163.22 4 of 7 Wed Jul-25-2012 47.0% 31.7% 1 of 7 11.3 5.7 10.4 9.3 $167.52 3 of 7 Thu Jul-26-2012 15.1% 22.6% 4 of 7 1.8 3.9 4.7 6.8 $137.52 4 of 7 Fri Jul-27-2012 25.0% 25.0% 4 of 7 1.1 1.1 0.4 0.5 $127.52 3 of 7 Sat Jul-28-2012 28.2% 25.7% 4 of 7 0.9 0.9 0.6 0.8 $127.52 3 of 7 July Subtotals 27.1% 24.6% 4 of 7 9.7 2.4 5.7 5.3 $162.45 4 of 7August Subtotals 11.4% 11.4% 4 of 7 6.5 1.4 3.4 3.3 $169.58 4 of 7 7/18/12 49
  50. 50. Identifying Growth Opportunities Scenario NEGOTIATED TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank May Subtotals 29.3% 31.2% 4 of 7 0 0 5.6 5.5 $174.56 $173.20 3 of 7 June Subtotals 31.2% 30.7% 4 of 7 0 0 4.7 4.9 $176.50 $178.42 4 of 7 Mon Jul-16-2012 16.7% 24.2% 3 of 7 2.4 3.4 1.1 6.5 $162.96 3 of 7 Tue Jul-17-2012 38.5% 26.0% 4 of 7 6.6 4.4 16.5 7.4 $163.62 3 of 7 Wed Jul-18-2012 40.4% 28.4% 1 of 7 8.1 5.1 17.2 8.2 $168.26 4 of 7 Thu Jul-19-2012 16.2% 26.2% 1 of 7 0.1 4.2 2.3 5.5 $142.04 4 of 7 Fri Jul-20-2012 28.5% 26.0% 3 of 7 2.3 2.3 1.3 1.5 $129.23 3 of 7 Sat Jul-21-2012 29.5% 29.5% 4 of 7 3.8 3.8 0.5 0.7 $129.52 3 of 7 Sun Jul-22-2012 25.2% 22.7% 4 of 7 6.7 4.1 2.6 2.3 $137.52 4 of 7 Mon Jul-23-2012 14.5% 25.6% 4 of 7 2.6 3.3 3.6 6.9 $147.67 3 of 7 Tue Jul-24-2012 48.3% 32.5% 1 of 7 9.9 4.5 12.2 8.8 $163.22 4 of 7 Wed Jul-25-2012 47.0% 31.7% 1 of 7 11.3 5.7 10.4 9.3 $167.52 3 of 7 Thu Jul-26-2012 15.1% 22.6% 4 of 7 1.8 3.9 4.7 6.8 $137.52 4 of 7 Fri Jul-27-2012 25.0% 25.0% 4 of 7 1.1 1.1 0.4 0.5 $127.52 3 of 7 Sat Jul-28-2012 28.2% 25.7% 4 of 7 0.9 0.9 0.6 0.8 $127.52 3 of 7 July Subtotals 27.1% 24.6% 4 of 7 9.7 2.4 5.7 5.3 $162.45 4 of 7August Subtotals 11.4% 11.4% 4 of 7 6.5 1.4 3.4 3.3 $169.58 4 of 7 7/18/12 50
  51. 51. Identifying Growth Opportunities Scenario NEGOTIATED TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank May Subtotals 29.3% 31.2% 4 of 7 0 0 5.6 5.5 $174.56 $173.20 3 of 7 June Subtotals 31.2% 30.7% 4 of 7 0 0 4.7 4.9 $176.50 $178.42 4 of 7 Mon Jul-16-2012 16.7% 24.2% 3 of 7 2.4 3.4 1.1 6.5 $162.96 3 of 7 Tue Jul-17-2012 38.5% 26.0% 4 of 7 6.6 4.4 16.5 7.4 $163.62 3 of 7 Wed Jul-18-2012 40.4% 28.4% 1 of 7 8.1 5.1 17.2 8.2 $168.26 4 of 7 Thu Jul-19-2012 16.2% 26.2% 1 of 7 0.1 4.2 2.3 5.5 $142.04 4 of 7 Fri Jul-20-2012 28.5% 26.0% 3 of 7 2.3 2.3 1.3 1.5 $129.23 3 of 7 Sat Jul-21-2012 29.5% 29.5% 4 of 7 3.8 3.8 0.5 0.7 $129.52 3 of 7 Sun Jul-22-2012 25.2% 22.7% 4 of 7 6.7 4.1 2.6 2.3 $137.52 4 of 7 Mon Jul-23-2012 14.5% 25.6% 4 of 7 2.6 3.3 3.6 6.9 $147.67 3 of 7 Tue Jul-24-2012 48.3% 32.5% 1 of 7 9.9 4.5 12.2 8.8 $163.22 4 of 7 Wed Jul-25-2012 47.0% 31.7% 1 of 7 11.3 5.7 10.4 9.3 $167.52 3 of 7 Thu Jul-26-2012 15.1% 22.6% 4 of 7 1.8 3.9 4.7 6.8 $137.52 4 of 7 Fri Jul-27-2012 25.0% 25.0% 4 of 7 1.1 1.1 0.4 0.5 $127.52 3 of 7 Sat Jul-28-2012 28.2% 25.7% 4 of 7 0.9 0.9 0.6 0.8 $127.52 3 of 7 July Subtotals 27.1% 24.6% 4 of 7 9.7 2.4 5.7 5.3 $162.45 4 of 7August Subtotals 11.4% 11.4% 4 of 7 6.5 1.4 3.4 3.3 $169.58 4 of 7 7/18/12 51
  52. 52. Kimberly’s top tips and tricks whendeveloping her growth strategy.Don’t rely solely on your own performance to make decisionsConsider different competitors based on seasonality, day ofweek, and market segmentA good “test” requires measurement, or it’s not a test. Definethe parameters of the test before you startSpend more time on the day by day detail vs. the summaryinformationMake decisions for next year while the learnings from this yearare fresh in your mind 7/18/12 52
  53. 53. Channel specificactionable insight 7/18/12 53
  54. 54. Enhance campaigns, targeting, and saleseffectiveness. Prepare for RFP season. What effect will reducing a rate have: Increased room nights? Revenue dilution? Does the company have enough volume to offset a rate decrease Which agencies are booking my competitors? What business am I getting from these agencies? What do your competitors have on the books for the coming months, and at what rate? Did my GDS campaign shift business from the competition? 7/18/12 54
  55. 55. You can use the actionable insight tobuild a plan and explore your market 7/18/12 55
  56. 56. 7/18/12 56
  57. 57. Questions andAnswers 7/18/12 57

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