2. To get on track
Founded in 2008
Social media can be used to drive revenue gorwth by
increasing guest satisfaction
All the departments of a hotel are important for the strategy
Better informed decision, empowerment to client & maximize
the revenue
Background with various companies
Global review index : reviews from 90 OTAS+reviews sites to
analyse
3. How to optimize datas?
A key parameter to track operational & service excellence as
well as track performance comparing to direct competitors
Lack of confidence on DATAS because they’re public
User generated content or social media upon hotel
performance : online consumer panel
DATAS from review pro : relationship between online reputation
& hotel performance on 3 criterias :
Hotel performance
Pricing
Demand
Revenue per available room
4. How to optimize datas?
Travelocity : North american major travel agency
If reviews are monitored efficiently, price can be increased
Estimate 3 regression models to estimate impact of online
reputation management :
Demand
Pricing power
Performance
A NEW MEASUREMENT TOOL : UGC ELASTICITY
5. TO SUM UP : TAKE AWAYS
User generated content / review score can increase a part of
research process
Substantive impact at time of purchase
Impact translated into pricing power, demand & overall
performance
6. Evolution of Revenue Management
Reality of revenue management as a discipline today
Value proposition : Impact of review metrics
New sinergy, three factors to consider :
Demand creation
Demand capture
Demand management
A need of new revenue management era
A so called generation 3 that combines leverage of
technology + awareness of online marketing
As overall impact of social media & specifically review sites
drive purchase decisions
7. Importance of value
Value proposition as a key element
Reality is that customer define the value of a product based on
:
Price
Service component
Quality of product
… And they will compare these to other product available in the
market
Important to be aware of VALUE RATING on trip advisor,
expedia & other OTAS
Some useful tips :
Compare variance month over month
Compare GRI to pricing strategy during the same period
8. Case study : Melia Hotel International
A market when it is getting more and more challenging to
compete
Grab revenue potential
Revenue management connoted as “complicated” though
the aim is to optimize the revpar
Demand is not that much growing as well as supply
Key question : How to push hotels pricing policy & strategy in a
better way?
Comparing is very important
Quality penetration Index : new key performance indicator
