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SHS linking social media and revenue maangement

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Social Media hat einen direkten Einfluss auf den Umsatz eines Hotels. Wilhelm K. Weber, Partner beim Beratungsunternehmen SHS Swiss Hospitality Solutions erläutert, wie diese Themen zusammen hängen.

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SHS linking social media and revenue maangement

  1. 1. LINKING SOCIAL MEDIAAND REVENUE MANAGEMENTDistribution Day 2012Wilhelm K. Weber
  2. 2. 1.  Vorstellung2.  Horseless Carriage Thinking3.  Wie steigert Social Media den Umsatz?
  3. 3. Wilhelm K. WeberMehrere Jahre in Hotels,Beratung, Training, Hotel-KettenSchweizerische Hotelfachschule Luzern SHLGraduate School of Business Administration, ZürichUniversity of WalesDozent: SHL Luzern, SSTH Chur, MBA Salzburg/St. Gallen (seit 2006)Autor: Dynamic Pricing (2008) Moderne Kennzahlen (2012)SHS (seit Juni 2010)Young European Industry Leader (2010)Mitglied im „Revenue Management Advisory Board HSMAI Europe“ (seit 2011)Präsident HSMAI Schweiz (2012)Hobbies: Ski, Segeln, Surfen…und natürlich HOTELS!
  4. 4. HORSELESS CARRIAGE THINKING
  5. 5. „HORSELESS CARRIAGE THINKING“
  6. 6. ALTE DENKMUSTER TREFFEN AUFNEUE ENTWICKLUNGEN
  7. 7. FLUGMASCHINEN, DIE SCHWERER SIND ALS LUFT, SIND UNMÖGLICH REALISIERBAR! Lord Kelvin, President British Royal Society 1895
  8. 8. KEIN DENKENDER MENSCH WÜRDEWICHTIGE ANGELEGENHEITEN ÜBER EINEN APPARAT, WIE BELL‘S „TELEFON“ BESPRECHEN! Western Union Brief an die Aktionäre 1877
  9. 9. ICH GLAUBE, DASS ES EINEN WELTMARKT FÜR FÜNF COMPUTER GIBT! Thomas Watson, President IBM 1943
  10. 10. ALLES, WAS MAN ERFINDEN KANN, WURDE BEREITS ERFUNDEN! Charles H. Duell Commissioner, U.S. Patent Office 1989
  11. 11. WIR DÜRFEN NICHT „GESTERN“ ALS MASSTAB NEHMEN, UM LÖSUNGEN FÜR „MORGEN“ ZU ENTWICKELN!
  12. 12. WAS HAT SICH IM VERGLEICH ZU „FRÜHER“ VERÄNDERT ?
  13. 13. WÄRE FACEBOOK EIN LAND, WÄRE ES DAS DRITTGRÖSSTE DER WELT
  14. 14. 68% ALLER BUCHUNGEN WERDE DURCH DAS INTERNET BEEINFLUSST 45% ALLER BUCHUNGEN WERDEN IM INTERNET GETÄTIGT
  15. 15. SOCIAL MEDIA IST.......WAS UNSERE GÄSTE IM NETZ TUN UND „SAGEN“... ...Z.B. ÜBER UNSERE HOTELS!
  16. 16. WIE BEINFLUSSEN ONLINEBEWERTUNGEN DEN UMSATZ?
  17. 17. THESE 1:BESSERE BEWERTUNGEN STEIGERN DAS BUCHUNGSVOLUMEN
  18. 18. Bessere Bewertungen Noch mehr Besseres Buchungen ListingNoch besseres Mehr Listing Buchungen Höhere Conversion
  19. 19. THESE 2:BESSERE BEWERTUNGEN STEIGERN DIE AVERAGE RATE
  20. 20. Preis Belvedere (360/8.2) Waldeck (350/7.6) Schweizerhof (270/8.4) Edelweiss (256/8.5) Online Review Rating Bellevue (200/7.8) Mein Hotel (200/8.0) Park (186/8.6) Europe 180/7.6) Terrace(130/7.5)
  21. 21. Preis Belvedere (360/8.2) Waldeck (350/7.6) Schweizerhof (270/8.4) Edelweiss (256/8.5) Online Review Rating Bellevue Mein Hotel Mein Hotel (200/7.8) (200/8.0) (200/8.4) Die Bewertungen Park werden besser (186/8.6) Europe 180/7.6) Terrace(130/7.5)
  22. 22. Preis Belvedere (360/8.2) Waldeck (350/7.6) Schweizerhof Die Rate kann (270/8.4) gesteigert werden Mein Hotel (260/8.4) Edelweiss (256/8.5) Online Review Rating Bellevue Mein Hotel (200/7.8) (200/8.0) Die Bewertungen Park werden besser (186/8.6) Europe 180/7.6) Terrace(130/7.5)
  23. 23. WAS MACHT MAN, WENN MAN AN DER LEISTUNG KURZFRISTIG NICHTS ÄNDERN KANN?
  24. 24. Preis Belvedere (360/8.2) Waldeck (350/7.6) Schweizerhof (270/8.4) Edelweiss (256/8.5) Online Review Rating Bellevue Mein Hotel (200/7.8) (200/8.0) Der Preis wird Park gesenkt (186/8.6) Europe 180/7.6) Mein Hotel (179/8.0) Terrace(130/7.5)
  25. 25. Preis Leistung
  26. 26. Preis Leistung
  27. 27. Preis Belvedere (360/8.2) Waldeck (350/7.6) Schweizerhof (270/8.4) Edelweiss (256/8.5) Online Review Rating Bellevue Mein Hotel (200/7.8) (200/8.0) Die Bewertungen Der Preis wird werden besser gesenkt Park (186/8.6) Europe 180/7.6) Mein Hotel (179/8.4) Terrace(130/7.5)
  28. 28. WIEVIEL IST DER WERT EINES INDEXPUNKTES ?
  29. 29. Wert pro Kosten,0.1 Punkte 0.1 Punkte
  30. 30. «ONLINE-BEWERTUNGEN SIND DAS WICHTIGSTE MARKETINGINSTRUMENT» Jürg Schmid, Ferientag 2012
  31. 31. BRAUCHEN WIR NOCH HOTELSTERNE?
  32. 32. Kosten pro Kosten, Stern 0.1 Punkte
  33. 33. ?
  34. 34. STERNE SIND WICHTIG!
  35. 35. ? ABERWER VERGIBT NUN DIE STERNE?
  36. 36. ?
  37. 37. DER GAST!
  38. 38. Takk so mykke Dankeschön Merci beaucoup Gracias GrazieWilhelm K. WeberPartnerSHS - Swiss Hospitality Solutions AGTel: +41/78 670 2007eMail: w.weber@swisshospitalitysolutions.ch

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