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Spread the awareness, get together and act for a responsible tourism. 
How to Implement a 
Successful 
E-Distribution 
Str...
Introduction : Market Segments to 
Target 
Become Hopinoer 2 
? 
Market Share 
Market Growth 
You’re working already well ...
Introduction : Marketing Action Plan 
• Online Distribution (Booking Button & OTAs) 
• Dynamic vs Static Pricing 
• Cancel...
How to Implement a Successful 
E-Distribution Strategy 
at Villa Marina Lodge ? 
1. Use a Channel Manager 
Become Hopinoer...
1.1 Channel Manager & PMS : What are 
these ? 
Hotel own website 
(thanks to a booking button…) 
OTA’s = Online Travel Age...
1.2 Channel Manager & PMS : Which 
Benefits ? 
• Push up occupancy and rates (Revenue Management) by: 
• Playing with rate...
1.3 Which ones to choose ? 
• Between 80$ and 350$ / month. 
• Different pricing models: fix set up cost, monthly fix or %...
1.4 Possible Solutions for Villla Marina 
Lodge 
Become Hopinoer 8 
PMS 
Channel 
Manager 
Estimate 
d cost / 
month 
Comm...
2.1 OTA : Online Travel Agencies 
Become Hopinoer 9 
What are these ? 
 Websites allowing travelers to compare hotel room...
2.2 OTA Analysis for Playa Venao, 
Panama 
Become Hopinoer 10 
OTA 
# 
Hotels 
Playa 
Venao 
Playa 
Venao 
Hotel 
Resort 
...
2.3 Main OTA : Booking.com 
→ Originally based in the Netherlands. 
→ Owned and Operated now by Priceline, based in the US...
2.4 Main OTA : Expedia 
→ Headquarter: USA 
→ + 150 travel booking sites. 
→ + 70 countries. 
→ # 2 Worldwide 
Link to lis...
→ Headquarter: Netherlands 
→ One unique travel booking site. 
→ + 120 000 hotels partners 
→ In Top 6 Worldwide 
Link to ...
→ Headquarter: Argentina 
→ One unique travel booking site. 
→ # 1 in Latin America (21 countries) 
Link to list your prop...
Become Hopinoer 
What is that ? 
→ Revenue Management is the art of increasing your hotel incomes by pushing up : 
 Occup...
Become Hopinoer 
* LOS= Lenght of sStay 
16 
3.2 Revenue Management : Toolbox 
Dynamic 
Pricing 
Room 
Categori 
es 
LOS* ...
3.3 Revenue Management : 
Recommendations for Villa Marina 
Lodge • Rooms Superior : starting from 95$ 
• Rooms Deluxe : s...
3.4 Revenue Management: Financial 
Projections 
# rooms : 9 Occ % ADR $ RevPar $ 
Monthly 
Rev $ 
Additional 
Monthly Rev ...
To Go Further with your Marketing 
Strategy… 
Become Hopinoer 19 
Billboard Effect 
 1/3 of the visitors on OTA sites wil...
To Go Further with your Marketing 
Strategy… 
5. Sales & Communication 
4. Revenue Management 
3. Hotel 
Website 
& SEO 
2...
This document was elaborated for the Villa Marina Lodge, Panama, 
in a serie of works and studies allowing tourism profess...
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Implement a successfull e distribution strategy by hopineo

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Implement a successfull e distribution strategy by hopineo

  1. 1. Spread the awareness, get together and act for a responsible tourism. How to Implement a Successful E-Distribution Strategy at Villa Marina Lodge ? Become Hopinoer Hopineo for Villa Marina Lodge – November 2014
  2. 2. Introduction : Market Segments to Target Become Hopinoer 2 ? Market Share Market Growth You’re working already well with this high potential segment, continue investing and developing it. You’re working already well with this low future potential segment, continue working with them but stop investing on it. There is a great potential, but it needs you to start investing on it, do you want to go for it? Low potential, forget about it.  DMC for international couples & families Booking in direct and through OTA International and National Indiv. interested in :  Fishing  Marine Life  Bird-Watching & Photography  Honeymoon  Surfing (with higher budget)  National from the capital weekends / holidays  Surfers backpackers  Groups of national guests (friends)  Walk-in tourists with car rental
  3. 3. Introduction : Marketing Action Plan • Online Distribution (Booking Button & OTAs) • Dynamic vs Static Pricing • Cancelation Policy • Restrictions (MLOS) • Smart Packages • Rooms Category and Inventory • Guests Reviews (TripAdvisor & OTAs) 4. Revenue Management 3. Hotel Website & SEO 2. Positioning & Guest Experience 1. Clear Understanding of the Market → Next Step ! OK OK OK Become Hopinoer 3
  4. 4. How to Implement a Successful E-Distribution Strategy at Villa Marina Lodge ? 1. Use a Channel Manager Become Hopinoer 4 and PMS 2. Start Selling through OTA (Online Travel Agencies) 3. Practice Basic Revenue Management
  5. 5. 1.1 Channel Manager & PMS : What are these ? Hotel own website (thanks to a booking button…) OTA’s = Online Travel Agencies Reservation Delivery Rates & Availability PMS = Property Management System Wholesalers (Hotel Beds…) Become Hopinoer 5 GDS (Amadeus, Sabre…) Channel Manager (Booking.com, Expedia…)
  6. 6. 1.2 Channel Manager & PMS : Which Benefits ? • Push up occupancy and rates (Revenue Management) by: • Playing with rates : adopt a dynamic pricing strategy. • Playing with length of stay restrictions. • Sell on more OTA, increasing your online visibility. • Allowing guests to book directly through the hotel website. Become Hopinoer 6 Increase Revenue • Adjust inventories on real time automatically: no over-bookings. • Avoid human mistakes by automatizing recurring tasks. • Track your performance, get statistics, adjust your actions. Gain Efficiency • Centralize and automatize recurring tasks: • No need to log-in to each extranet one by one. • Update rates and inventories in one click on all channels. • No need to copy guests booking info : direct into the PMS. • Guests can check availability and rates alone: less emails. Save Time $
  7. 7. 1.3 Which ones to choose ? • Between 80$ and 350$ / month. • Different pricing models: fix set up cost, monthly fix or % fees ? Price • Find a channel manager which can be connected to your PMS if you have already one. There a plenty of different Channel Managers and PMS solutions. You can ask Ben from Hotelminder, he’s an expert and can help you in making the good choice and setting up the whole thing : ben@hotelminder.com Become Hopinoer 7 Compatibilit y • Possibility of connecting all the OTA Channels on which you want to sell ? • Depending of your property specificities and the level of revenue management you want to practice. Funcionaliti es
  8. 8. 1.4 Possible Solutions for Villla Marina Lodge Become Hopinoer 8 PMS Channel Manager Estimate d cost / month Comments 1 350$ The best of the best for RM* 2 150$ Ok for basic RM 3 80$ No Yielding (dynamic pricing) *RM: Revenue Management.
  9. 9. 2.1 OTA : Online Travel Agencies Become Hopinoer 9 What are these ?  Websites allowing travelers to compare hotel room rates and book through them in exchange of a commission paid by the hotel (15-20%). Why selling through OTA ?  Increase your online presence and visibility for guests making searches on Google.  Get more booking opportunities.  Attract rate sensitive guests adopting a smart dynamic pricing strategy.  Show up in “book a hotel” section of famous travel websites like Lonely Planet or Frommers.
  10. 10. 2.2 OTA Analysis for Playa Venao, Panama Become Hopinoer 10 OTA # Hotels Playa Venao Playa Venao Hotel Resort El Sitio de Playa Venao Selina Beach Break Hotel & Surf Camp Villa Pelicano (Las Tablas) Posada Los Destilade ros (Pedasi) 1 6 n/a 26 r 109$ 45 r 96$ 30 r 80$ 34 r 150$ 45 r 120$ 14 r 2 3 180$ 11 r 99$ n/a 12$ new 3 2 140$ 74$ 4 2 180$ 90$ 5 *Rates for Double Room on Sun. 8th Feb 2015.
  11. 11. 2.3 Main OTA : Booking.com → Originally based in the Netherlands. → Owned and Operated now by Priceline, based in the USA. → One unique travel booking site. → + 200 countries. → #1 Worldwide Link to list your property : https://join.booking.com Become Hopinoer 11
  12. 12. 2.4 Main OTA : Expedia → Headquarter: USA → + 150 travel booking sites. → + 70 countries. → # 2 Worldwide Link to list your property : https://join.expediapartnercentral.com Become Hopinoer 12
  13. 13. → Headquarter: Netherlands → One unique travel booking site. → + 120 000 hotels partners → In Top 6 Worldwide Link to list your property : http://hotelpartner.easytobook.com/?amu=280823224 Become Hopinoer 13 2.5 Main OTA : Easy to Book
  14. 14. → Headquarter: Argentina → One unique travel booking site. → # 1 in Latin America (21 countries) Link to list your property : http://comercial.despegar.com/pa/advertisehotel Become Hopinoer 14 2.6 Main OTA : Despegar
  15. 15. Become Hopinoer What is that ? → Revenue Management is the art of increasing your hotel incomes by pushing up :  Occupancy in low season.  ADR (Average Daily Rate) in high season. The main KPI (=Key Performance Indicator) to watch out for your hotel is the RevPar : Room Revenue Per Available Room 15 3.1 Revenue Management : Objective Occupancy % Average Daily Rate $ RevPar $
  16. 16. Become Hopinoer * LOS= Lenght of sStay 16 3.2 Revenue Management : Toolbox Dynamic Pricing Room Categori es LOS* Restricti ons Cancelati on Policy Package s & Promotio ns UpSales
  17. 17. 3.3 Revenue Management : Recommendations for Villa Marina Lodge • Rooms Superior : starting from 95$ • Rooms Deluxe : starting from 130$ Become Hopinoer 17 Dynamic Pricing & Categories • Stay 4 nights, get a free sunset meal for two. • At each new booking received, send an email back with offer for one more night. Packages & Promotions • Be very clear about your cancelation and modification policy. • Make special rates with no-refundable policy at J-30 Cancelation Policy • Put minimum Length of Stay (LOS) restriction on busy week-ends (2 nights minimum on Saturdays). LOS Restrictions • Offer to guests on arrival to get an upgrade for only 20$ more (if avail). • Offer clearly set of activities and restaurant food & beverage. UpSales
  18. 18. 3.4 Revenue Management: Financial Projections # rooms : 9 Occ % ADR $ RevPar $ Monthly Rev $ Additional Monthly Rev $ 12% $ 135 $ 16 $ 4 374 Optimistic 40% $ 140 $ 56 $ 15 120 $ 10 746 Normal 30% $ 125 $ 38 $ 10 125 $ 5 751 Pessimistic 20% $ 115 $ 23 $ 6 210 $ 1 836 Become Hopinoer 18 Current Results Projection
  19. 19. To Go Further with your Marketing Strategy… Become Hopinoer 19 Billboard Effect  1/3 of the visitors on OTA sites will go check the hotel website either for more information, larger photos or to compare rates.  1/3 will go and search for the hotel on Social Media sites to find out what others are saying about the hotel, they will either go back to the OTA or search for your hotel.  1/3 of the guests on your website will go to OTAs to find out if rates or sales conditions are better or if booking process is easier. Or will go there because they are used to dealing with OTAs Read these two articles : http://www.wihphotels.com/publication/hotel-distribution-and-the-billboard-effect/ http://www.xotels.com/en/marketing/case-studies-in-hotel-internet-marketing
  20. 20. To Go Further with your Marketing Strategy… 5. Sales & Communication 4. Revenue Management 3. Hotel Website & SEO 2. Positioning & Guest Experience 1. Clear Understanding of the Market → Next Step ! OK OK OK OK Become Hopinoer 20 • Tour Operators & DMC • Events Agencies • Social Media • Blogs & Magazines • Travel Forums
  21. 21. This document was elaborated for the Villa Marina Lodge, Panama, in a serie of works and studies allowing tourism professional to make their activity more sustainable. What is missing? Which improvments could be done? Please, feel to free to share with us your feedback to continue building together a better future for Hopineo, its partners, and more globally for a more responsible tourism. Contact : Florie Thielin floriethielin@gmail.com www.hopineo.org www.thehospitalitytour.com www.facebook.com/thehospitalitytour « The recognition of tourism as an economic powerhouse and contributor to all three pillars of sustainable development – economic, environmental and social – underlined the enduring relevance of UNWTO’s mission to promote responsible, sustainable and universally accessible tourism. » World Tourism Organization, 2013 Become Hopinoer 21

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