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Brad AndrewsCesar Ritz Colleges Switzerland
 Marketing    Product – Room Categories    Place – Distribution Channels    Price – Rate Management / Rate Manipulation
 Oversell   lower categories Upsell   potential Upselling    Value – Double upsell    Bundling – upsell menu    Upse...
 Alternative       Distribution Channels    Opaque Model        Descriptive – Top Secret        Feature – Hotwire     ...
CORPORATE                HOTEL• Strategy Development   Execution• 3-5 year plans         Hotel RM Strategy• System Selec...
1.    Don’t panic!2.    Comprehensive scan of market3.    Utilise recent history4.    Analyse segment behaviour5.    Don’t...
 Segments Lead times Cancellations/ group wash Pace/pick-up Status changes
OPPORTUNITIES            CONCERNS•   Non-Rooms Models &   Data   Input    Standards            Discipline Acceptance•   ...
•   Improved acceptance & importance•   Hierarchy improvements•   Automatization – RMS•   Strategy from RM, not GM•   Tota...
 Key     conflict    Front Office / Housekeeping        Issue – Check-in / Check-out times benefit        Result – Dir...
 Key   Conflict    Reservations Manager / Director of Sales and     Marketing    Issue - Group / Transient Rooms    Pr...
GM         Director of          Revenue                                 Food &                 Front OfficeSales Manager  ...
 Shipboard    Marketing Officer    Responsible for generating revenue in line     operated and outsourced outlets    Of...
 Lobby      Friend    Tryp New York City – Times Square South    Temporary Social Network    Revenue Opportunities    ...
THANK YOU
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Maximize your revenue and win your market, Brad Andrews

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Maximize your revenue and win your market, Brad Andrews

  1. 1. Brad AndrewsCesar Ritz Colleges Switzerland
  2. 2.  Marketing  Product – Room Categories  Place – Distribution Channels  Price – Rate Management / Rate Manipulation
  3. 3.  Oversell lower categories Upsell potential Upselling  Value – Double upsell  Bundling – upsell menu  Upsell signage
  4. 4.  Alternative Distribution Channels  Opaque Model  Descriptive – Top Secret  Feature – Hotwire  Bidding - Priceline
  5. 5. CORPORATE HOTEL• Strategy Development Execution• 3-5 year plans Hotel RM Strategy• System Selection 1-year planning• Tool Development Pricing• Job Descriptions• Standards• Direction• Auditing  2010 / 2011 Accor Hotels• Pricing Strategy  2012 Kempinski Hotels 5
  6. 6. 1. Don’t panic!2. Comprehensive scan of market3. Utilise recent history4. Analyse segment behaviour5. Don’t panic!6. Review your pricing strategy7. Ensure price integrity8. Consider price decreases carefully9. Learn with your systems and tools10. Don’t panic! 1. Accor Hotels - 2010 6
  7. 7.  Segments Lead times Cancellations/ group wash Pace/pick-up Status changes
  8. 8. OPPORTUNITIES CONCERNS• Non-Rooms Models & Data Input Standards Discipline Acceptance• Business Managers Skills• Improved Systems Lack of candidates• Education Risk-taking culture• Industry Standards  2012 Accor Hotels 8
  9. 9. • Improved acceptance & importance• Hierarchy improvements• Automatization – RMS• Strategy from RM, not GM• Total Revenue• Complexity & volatility of business 9
  10. 10.  Key conflict  Front Office / Housekeeping  Issue – Check-in / Check-out times benefit  Result – Director or Rooms Division
  11. 11.  Key Conflict  Reservations Manager / Director of Sales and Marketing  Issue - Group / Transient Rooms  Primary result – RM to Sales and Marketing  Secondary result – RM moved to separate department – Contract approval
  12. 12. GM Director of Revenue Food & Front OfficeSales Manager Beverage Manager Manager
  13. 13.  Shipboard Marketing Officer  Responsible for generating revenue in line operated and outsourced outlets  Offering adapted to passengers onboard each sailing.  Timing and location of all events and activities onboard  Dedicated outlets or outlet hours for VIP or single segment
  14. 14.  Lobby Friend  Tryp New York City – Times Square South  Temporary Social Network  Revenue Opportunities  Push Technology  Social interaction – increased revenue in outlets  Guest movement through revenue centers
  15. 15. THANK YOU

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