Ankita Sheth, Co-founder, Vista Rooms, is your unassuming women entrepreneur at the helm of one of South Asia’s fastest growing ONLINE BUDGET HOTEL AGGREGATOR. When not actively pursuing social causes, she travels to capture newer locations and properties for Vista Rooms
Personalization - The key to customer engagement
How to improve revenue by improving customer experience and personalization.
You can expect to learn
Creating single view of customer
Identify mechanics to push customer into a single incentive program
Driving constant engagement with customer
Building customer engagement via Loyalty Program
Grow direct bookings and reduce distribution cost by engaging with customers regularly
Being a Hotelier, you do know that ADR and RevPAR are the two most important indicators to measure your performance. Listening to your guest feedback, analyzing it and customizing the Guest offerings based on their preferences plays a major role in increasing ADR and RevPAR.
What you will learn
How to track the guest's happiness quotient, from booking to check out
How to identify opportunities to grow RevPAR and ADR
How to target and attract the right audience based on guest persona
How to increase Direct bookings and more...
Personalization - The key to customer engagement
How to improve revenue by improving customer experience and personalization.
You can expect to learn
Creating single view of customer
Identify mechanics to push customer into a single incentive program
Driving constant engagement with customer
Building customer engagement via Loyalty Program
Grow direct bookings and reduce distribution cost by engaging with customers regularly
Being a Hotelier, you do know that ADR and RevPAR are the two most important indicators to measure your performance. Listening to your guest feedback, analyzing it and customizing the Guest offerings based on their preferences plays a major role in increasing ADR and RevPAR.
What you will learn
How to track the guest's happiness quotient, from booking to check out
How to identify opportunities to grow RevPAR and ADR
How to target and attract the right audience based on guest persona
How to increase Direct bookings and more...
Hotels724 is real time booking platform for hotel sub-facilities like SPA, Restaurants and Meeting Halls. In hotels724, hotel profile is divided into facility specific sub-profiles which provides access to photos, description, terms of use, service portfolio, service prices, availability and user reviews and reservation of that sub-facility.
Currently hotel SPA facilities are accepted to create and manage their profiles. Hotels724's business model depends on commision fees charged from facilities for each booking done.
Smarter meetings: a revenue generator for the hospitality industryBarco
More than mere places to stay, “business hotels” have transformed into “business facilitating venues”. Business people prefer to meet or attend a conference in a hotel in the city, rather than travelling many miles to the place where the factory is located. This has been the subject of a true revolution in the hospitality market: business hotels generally earn 40-50% of their total revenue through non-room related revenue. Not only the meetings are charged, also food and beverage sales spice up the total tab. What’s more, business people prefer to stay in the hotels where they have their meetings. In other words, meetings also account for part of the room revenue, making them additionally important for the hotel’s profitability.
In order to attract people to your hotel, your meeting services must excel. This means an excellent environment, good food, perfect location, and also the right meeting room infrastructure. But how can you really differentiate from the competition?
This presentation will give you some ideas how to do this.
Pwc analysis: What’s driving customer loyalty for today’s hotel brands?David Vicent
Excelent PWC Analysis about Hotel Loyaty Programmes today and the Differences between X and Y generation, or between Business or Leisure travelers. What are the most important percived Benefficts for each one?
Funding & Investing: Are There Shortage Of Venture Funds ?eTailing India
At the recently concluded eTailing India Expo 2017 – “India’s Flagship Conference & Exhibition on Retail, eCommerce and Mobile” (http://etailingindiaexpo.com), leading thought leaders shared their perspective on “Technology Services for Retail &eCommerce”. This article summarizes the session for Funding & Investing: Are there shortage of venture funds?
Social Media Intelligence Platforms for Travel - Peeling Back the OnionJonathan Alford
Social Media Monitoring, aka Social Media Intelligence, aka Reputation Management firms help hotels, airlines, and other travel companies monthor their own and competitors' web presence.
PwC’s Consumer Intelligence Series interviewed
1,026 business and leisure travelers to understand
how their preferences influence investment priorities for the world’s leading hotel loyalty programs.
Here’s what you need to know.
Learn Digital Marketing today and start earning. Develop your skill by grow partner, join today by copy & paste this link in your browser: growpartner.in/success-guide/Mani11
How can hotel operators harness mobile technology in branding and merchandising their services?
These are the slides from a FREE webinar co-produced by Tnooz and the ITB Academy in June 2012.
Panelists for the webinar:
* Josiah Mackenzie, director of business development, ReviewPro
* Jeroen van Velzen, CEO, Sound of Data
* Suzie Wotton, vice president of marketing at Red Carnation Hotels
Whitepaper - Beginner's Guide to Hotel Revenue ManagementDuetto
Revenue management has become synonymous with managing rates, but it is really much more and the first step to a comprehensive revenue strategy.
If you don’t know who your customers are and when they’re coming, it’s hard to properly manage your property and set rates to maximize profits. By using basic approaches to segment, forecast and price, operators can run their hotels more efficiently and profitably.
In this whitepaper you can read how you can get started with revenue management today by taking a few simple steps.
How Hotels Benefit from the Revenue Management Concept & CRORevnomixSolutions
Apply CRO in your revenue management concept to increase profits. Contact Revnomix Solutions for the best revenue management services, data analytics & more. Visit https://www.revnomix.com/how-hotels-benefit-from-the-revenue-management-concept-cro/ to know more.
The 2015 Smart Decision Guide to Hospitality Revenue Management [Chapter 1]Starfleet Media
This Smart Decision Guide is intended for decision makers, including hotel and resort operators, property managers and owners, who are looking to bring the science of next-generation Hospitality Revenue Management to their businesses. Here they will find a roadmap for getting started on the path toward increased hotel revenue and profitability. The key takeaways include actionable insights for evaluating and selecting the right consulting and/or technology partners as well as for putting the right organizational resources, business processes and performance metrics in place to maximize return on investment.
5 Ways to Boost Hotel Value with Revenue Management Strategies.docx.pdfRevnomixSolutions
Revenue management strategies by Revnomix can maximize asset value for new hotels as it helps you attract the right business, boosts your bottom line & more. Visit https://www.revnomix.com/5-ways-to-boost-hotel-value-with-revenue-management-strategies/ to know more.
Hotels724 is real time booking platform for hotel sub-facilities like SPA, Restaurants and Meeting Halls. In hotels724, hotel profile is divided into facility specific sub-profiles which provides access to photos, description, terms of use, service portfolio, service prices, availability and user reviews and reservation of that sub-facility.
Currently hotel SPA facilities are accepted to create and manage their profiles. Hotels724's business model depends on commision fees charged from facilities for each booking done.
Smarter meetings: a revenue generator for the hospitality industryBarco
More than mere places to stay, “business hotels” have transformed into “business facilitating venues”. Business people prefer to meet or attend a conference in a hotel in the city, rather than travelling many miles to the place where the factory is located. This has been the subject of a true revolution in the hospitality market: business hotels generally earn 40-50% of their total revenue through non-room related revenue. Not only the meetings are charged, also food and beverage sales spice up the total tab. What’s more, business people prefer to stay in the hotels where they have their meetings. In other words, meetings also account for part of the room revenue, making them additionally important for the hotel’s profitability.
In order to attract people to your hotel, your meeting services must excel. This means an excellent environment, good food, perfect location, and also the right meeting room infrastructure. But how can you really differentiate from the competition?
This presentation will give you some ideas how to do this.
Pwc analysis: What’s driving customer loyalty for today’s hotel brands?David Vicent
Excelent PWC Analysis about Hotel Loyaty Programmes today and the Differences between X and Y generation, or between Business or Leisure travelers. What are the most important percived Benefficts for each one?
Funding & Investing: Are There Shortage Of Venture Funds ?eTailing India
At the recently concluded eTailing India Expo 2017 – “India’s Flagship Conference & Exhibition on Retail, eCommerce and Mobile” (http://etailingindiaexpo.com), leading thought leaders shared their perspective on “Technology Services for Retail &eCommerce”. This article summarizes the session for Funding & Investing: Are there shortage of venture funds?
Social Media Intelligence Platforms for Travel - Peeling Back the OnionJonathan Alford
Social Media Monitoring, aka Social Media Intelligence, aka Reputation Management firms help hotels, airlines, and other travel companies monthor their own and competitors' web presence.
PwC’s Consumer Intelligence Series interviewed
1,026 business and leisure travelers to understand
how their preferences influence investment priorities for the world’s leading hotel loyalty programs.
Here’s what you need to know.
Learn Digital Marketing today and start earning. Develop your skill by grow partner, join today by copy & paste this link in your browser: growpartner.in/success-guide/Mani11
How can hotel operators harness mobile technology in branding and merchandising their services?
These are the slides from a FREE webinar co-produced by Tnooz and the ITB Academy in June 2012.
Panelists for the webinar:
* Josiah Mackenzie, director of business development, ReviewPro
* Jeroen van Velzen, CEO, Sound of Data
* Suzie Wotton, vice president of marketing at Red Carnation Hotels
Whitepaper - Beginner's Guide to Hotel Revenue ManagementDuetto
Revenue management has become synonymous with managing rates, but it is really much more and the first step to a comprehensive revenue strategy.
If you don’t know who your customers are and when they’re coming, it’s hard to properly manage your property and set rates to maximize profits. By using basic approaches to segment, forecast and price, operators can run their hotels more efficiently and profitably.
In this whitepaper you can read how you can get started with revenue management today by taking a few simple steps.
How Hotels Benefit from the Revenue Management Concept & CRORevnomixSolutions
Apply CRO in your revenue management concept to increase profits. Contact Revnomix Solutions for the best revenue management services, data analytics & more. Visit https://www.revnomix.com/how-hotels-benefit-from-the-revenue-management-concept-cro/ to know more.
The 2015 Smart Decision Guide to Hospitality Revenue Management [Chapter 1]Starfleet Media
This Smart Decision Guide is intended for decision makers, including hotel and resort operators, property managers and owners, who are looking to bring the science of next-generation Hospitality Revenue Management to their businesses. Here they will find a roadmap for getting started on the path toward increased hotel revenue and profitability. The key takeaways include actionable insights for evaluating and selecting the right consulting and/or technology partners as well as for putting the right organizational resources, business processes and performance metrics in place to maximize return on investment.
5 Ways to Boost Hotel Value with Revenue Management Strategies.docx.pdfRevnomixSolutions
Revenue management strategies by Revnomix can maximize asset value for new hotels as it helps you attract the right business, boosts your bottom line & more. Visit https://www.revnomix.com/5-ways-to-boost-hotel-value-with-revenue-management-strategies/ to know more.
Whitepaper - Four Keys to a Profitable Hotel Distribution StrategyDuetto
As the distribution landscape continues to evolve and complexities and costs grow, effective distribution and pricing strategies are more important than ever.
A successful distribution strategy must begin with a more acute understanding of customer acquisition costs by channel. From there, hotels must focus on driving and converting more direct bookings and maximizing revenue on every transaction across all channels
In this whitepaper you can learn four strategies to develop a profitable room distribution strategy for your hotel.
The right choice of Revenue Management System
How to generate yields and occupancy.
How to manage group displacement in Hotel Bookings
La scelta del software di Revenue Management
Travel tech space needs more intrapreneurseTailing India
Travel is big business. In fact, it is one of the biggest businesses around. In India, travel and hospitality sector accounts for over 7.5 % GDP.
As we have seen, innovation arrives out of necessity and there are entrepreneurs who are crazy enough to challenge the conventions. Let us see what corporate entrepreneurs or intrapreneurs have succeeded in changing things.
Optimizing the customer experience. an opportunity for the hotel and hospital...Markus Mueller
More effective management of the customer experience is an opportunity area for operators in the hotel and hospitality sector to do more to differentiate their business through the customer experience. It has the potential to help customer retention, create better internal alignment of actions, identify cost savings, and drive incremental revenue growth. The practical first step towards achieving these goals is Customer Journey Mapping.
Why Today famous hotels are opting out of OTA's, expedia, booking.com etc. ?
The presentation explains why and what are those big guns doing now. What strategies are they implementing.
We have tried explaining it in a term that a non technical person can also understand and benefit from the content.
we speak about increasing brand awareness and improving sales in terms of room nights and other revenue generation methodology, we at ima-appweb.com are focused on creating digital marketing strategies, brand awareness programs, graphics, creatives, booking engines and payment gateway, which can be used together as one product.
Presentation covered :
1. Introduction
2. SWOT Analysis
3.Strategic Planning Process
4.Structure of the Organization
5.Control Mechanism
6.Leadership Style that I observed
7.Various strategies which incorporate in order to get listed in the list of best places to work.
How to Run a Hotel – Industry Needs to Make Mobiles a PriorityRam Gupta, CHA, MIH
In this digital age, users now expect all products and services to be accessible to them via mobile apps or platforms and have formed an aversion to direct contact with customer service reps. Due to this phenomenon, it has become a priority for the hospitality industry to focus on mobiles for providing services and promoting themselves. Here’s an update on the current mobile trends are and what hotels can do to make the best of these.
Preview: Free Skift Trend Report: The Changing Nature of Hotel-Guest Relation...Rafat Ali
In the highly competitive hospitality space, hotels are increasingly looking to improve the guest experience pre-, during- and post-stay with data-driven communication solutions aimed at creating and sustaining meaningful relationships with customers.
This Course Case Map offers a rich collection (List) of ET Cases' case studies that are mapped for a popular text book "Marketing Research - An Applied Orientation" by Naresh K. Malhotra | Satyabhushan Dash 6th Edition, Pearson Education
Case View with Prince Khanna - Social Media Influencer MarketingET Cases
Prince is the Founder & CEO of Eleve Media – India’s top-most Influencer Marketing platform, enabling marketers to co-create content with online Influencers, Celebrities & Bloggers.
With over 8 years of experience in the Digital Media and Marketing space, Prince has previously spearheaded MensXP.com the business unit of Xpert Media Technology and India’s fastest growing E-mag in the Men Lifestyle domain, for Sales and Management of Digital Advertising in the Indian & International markets.
Prince started his career in the Digital Media space with Quasar Media and later drove Media Sales effort for Web18’s flagship product Money Control.
Case View with Rajat Gandhi - P2P Lending in India: Delivering Disruptive Inn...ET Cases
Case View with Rajat Gandhi, Founder & CEO - FAIRCENT
Faircent is the India’s largest P2P lending marketplace for borrowers and lenders to connect directly through its unique platform, which allows Auction and Reverse Auction Indexation. Faircent’s dynamic algorithms ensure that the right fit is done
Case View with Lucas Bianchi - P2P Lending in India: Delivering Disruptive In...ET Cases
An Interview with Lucas Bianchi, Co-Founder & Promoter of Namaste Credit.
As a co-founder, Lucas is excited to be working with a great team at Namaste Credit to build amazing technologies that are revolutionizing finances for SMEs and individuals across India.
Indian Sexual Wellness Industry: Secretly Growing? - Interview with Divya Cha...ET Cases
Divya Chauhan, Co-founder, itspleaZure, LOVES TO TAKE UP CHALLENGES. Her first entrepreneurial venture – itspleaZure – an online store for adult products, which aims to HELP COUPLES ADD SPARK TO THEIR RELATIONSHIP, tells us she is not afraid to EXPLORE THE ROAD LESS TRAVELLED
Indian Sexual Wellness Industry: Secretly Growing? - Interview with Samir Sar...ET Cases
Thatspersonal.com is India’s first personal products destination, where you can find the WORLD’S BEST PERSONAL AND INTIMATE PRODUCTS and have them shipped to you or picked up discreetly
Indian Sexual Wellness Industry: Secretly Growing? - Interview with Ute Pauli...ET Cases
Building India’s largest intimate LIFESTYLE DESTINATION Lovetreats. We make sexual wellness products available for the masses in a CLASSY, SEX POSITIVE SPACE
Digital Green: Democratizing Best Practices by DigitizingET Cases
In this case view, Rikin Gandhi (Gandhi), CEO, Digital Green, recounts the journey of Digital Green from ideation to practically kick-starting the organization and emerging as a successful socially relevant business model
IIM Lucknow’s Manjunath Shanmugam: Purpose-Driven Personality and the Value o...ET Cases
Akhil Krishna was Manjunath Shanmugam's batch mate and friend from IIM-Lucknow and a supporter of the movie - Manjunath. In this case view, he highlights Manjunath's deep connection with humanism
IIM Lucknow’s Manjunath Shanmugam: Purpose-Driven Personality and the Value o...ET Cases
Sandeep A. Varma is the writer-director of the movie, Manjunath. In this case view he throws light on the triggers that led him to make a movie on Manjunath. He explains that making the movie Manjunath was an answer to the call of his conscience
IIM Lucknow’s Manjunath Shanmugam: Purpose-Driven Personality and the Value o...ET Cases
Sudhanshu Vats is the Group CEO of Viacom18 Media Pvt. Ltd., one of the co-producers of the movie - Manjunath. In this case view, Sudhanshu explains the reasons behind Viacom 18 backing such a different yet commercial project
IIM Lucknow’s Manjunath Shanmugam: Purpose-Driven Personality and the Value o...ET Cases
Raghavendran Shanmugam, Manjunath Shanmugam's younger brother and a huge supporter of the movie – Manjunath, has been a great support in the efforts to keep his brother's sacrifice alive and relevant. In this case view, he fondly remembers his elder brother who was very different from himself and their sister Sujatha
Suchi Mukherjee, Founder & CEO of Limeroad.com is passionate about building consumer technology products. She has earlier worked with eBay, Skype and Gumtree. In this case view, Suchi throws some light on the paradigm shifts in office or workplace design over the years and how it is likely to be in the future
Chandrika Pasricha's Flexing it: Flexible Working = Maximum Job Satisfaction,...ET Cases
Flexing It was founded by Chandrika Pasricha, a management consultant with over 15 years of industry experience. Flexing It is an online, curated marketplace that connects professionals and organizations for projects, consulting assignments and other short-term, part-time and flexible work structures. In this Case View, Chandrika shares about her consulting career and the entrepreneurial triggers behind Flexing It
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Case View with Ankita Sheth - Online Budget Hotels: Aggregators to Accumulators
1. Ankita Sheth,Co-Founder, Vista Rooms
CASE VIEW WITH ANKITA SHETH
ONLINE BUDGET HOTELS: AGGREGATORS TO
ACCUMULATORS
Ankita Sheth, Co-founder,Vista Rooms, is your unassuming women
entrepreneur at the helm of one of South Asia’s fastest growing
ONLINE BUDGET HOTEL AGGREGATOR.When not actively pursuing
social causes, she travels to capture newer locations and properties for
Vista Rooms.
ET CASES
November 2016
Interviewed
by
Dr. Nagendra V. Chowdary
Ref. ECOMM-1-0009B
Ankita Sheth is a
passionate 33-year-old
entrepreneur with 8 years of
experience with both
startups and established
companies. She did her Post
graduation from Mumbai
Educational Trust (MET) and
has worked with
organizations such as Stanton
Chase (Global Executive
Search firm) and Boston
Analytics (Analytics firm). She
also started her own venture,
Providence World, which was
an executive search firm with
clientele such as KAV & Co
Mondelez,BostonAnalytics,
Jardin LylodThompson etc.
She also did a short stint
withThe United Nations,
NewYork & Grand Haytt,
Mumbai.
Ankita had successfully
executed the Mumbai
operations of Oyo Rooms as
the head of acquisitions and
she was part of the core
team and had played a
pivotal role in its success.A
culturally strong woman with
hardbound ideals, she was an
innate part of India Against
Corruption campaign and
has also played an active role
in Anna Hazare’s Movement.
She is also an active member
of a NGO-YoungVolunteer
Organization (YVO).
2. 2
Interview with Ankita Sheth Online Budget Hotels: Aggregators to Accumulators
ET CASES
Online Budget Hotels: Aggregators to Accumulators
Ankita Sheth
Indian Hospitality Industry
1. How did technology change the Indian hospitality industry’s supply-side capabilities?
The Indian hospitality industry relied heavily on manual inventory and rate control, which
led to considerable time and resource wastage, overbooking and inconsistent rates across
online websites. With technology, hotels are able to automate online inventory and rate
management. Hotels can target a larger online market with fewer employees. This gives
them the bandwidth to focus on improving quality, customer experience and maximizing
revenue. In addition, reviews that are transparent to future customers mean that hotels
can no longer hide quality and service issues.
2. How do you think the online segment would affect the competitive fortunes of the
brick-and-mortar segment of Indian hospitality industry?
To stay competitive, brick-and-mortar hotels need to focus on online visibility, customer
satisfaction and rate competitiveness. The online segment has disrupted the sense of
complacency enjoyed by established players. By working with companies such as Vista
Rooms, mid-range hotels can now provide services, manage customers and online reach
on par with four-star and five-star hotels without the inhibiting cost of adding technology
and employees skilled in revenue and reputation management.
THIS GIVES THEM THE BANDWIDTH TO
FOCUS ON IMPROVING QUALITY,
CUSTOMER EXPERIENCE AND
MAXIMIZING REVENUE.
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Online Budget Hotels: Aggregators to Accumulators Interview with Ankita Sheth
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3. Certain companies, like FabHotels, operate on a franchisee model. How is this model
different from inventory model?
A franchisee model is one where the chain operates the hotel, making all the day-to-day
decisions on behalf of the owner – including the hotel operations. The owner is also forced
to replace the hotels brand name with the chains. With the inventory model, the hotel is
free to use their brand name for the inventory not provided to the chain. Also, in the
inventory model the chain does not interfere with the operation of the hotel – which the
owners are free to do as they please.
4. Difference between OYO Rooms and ONLINE BUDGET ROOM AGGREGATORS?
OYO Rooms along with Vista Rooms was one of the first budget room aggregators in India.
The model differed from the Online Travel Agency (OTA) model used by companies such
as MakeMyTrip and Goibibo by curating the budget hotels under a single brand rather than
just providing a platform for hotels to list rooms as done by the OTAs. OTAs leave the
customer to decide the quality of the hotels based on pictures and reviews whereas budget
rooms aggregators take the onus on themselves and their brand – standardizing the
customer stay no matter what hotel they chose.
BUDGET ROOMS AGGREGATORS TAKE
THE ONUS ON THEMSELVES AND THEIR
BRAND – STANDARDIZING THE
CUSTOMER STAY NO MATTER WHAT
HOTEL THEY CHOSE.
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5. What is the difference between Partial-inventory model and Full-inventory model?
In the Partial-inventory model the hotel allows only a part of its inventory (rooms available
for sale at the hotel) to be sold by the aggregators and sells the remaining themselves. In
comparison, the Full-inventory model allows the aggregators to manage sales for all the
rooms available in the hotel.
6. What are the major costs in a full-inventory model, including customer acquisition
costs?
The costs associated with the full inventory model are the same as the partial inventory
model. Only the approach is more focused.
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Interview with Ankita Sheth Online Budget Hotels: Aggregators to Accumulators
ET CASES
7. One of the biggest concerns/issues in a full-inventory model is to standardize the
service. While product can be standardized using capital, how to standardize the
services?
Services can be standardized with a clear vision and consistently implementing that vision
across the board. At Vista Rooms, we believe that every customer has different needs,
which should be met. So providing personalized attention and experience to each customer
is something that permeates from our website all the way to the actual stay. A budget
price does not have to mean a budget experience.
8. How would the branding work in case of full-inventory model for the online budget
hotels aggregators and the principal property owners?
Branding can be done in two ways – replacing the existing hotel brand with that of the
chain or co-branding the hotel brand with the chain.
9. With the new business model, can the online budget hotel aggregators make money?
Would they be still the aggregators? How can they make money out of operating
hotels, which requires different capabilities?
Generating revenue will always be a direct result of generating sales for hotels, be it
Partial-inventory or Full-inventory. Chains will still focus on aggregating hotels under the
umbrella of a single brand and corresponding standardized services. Standardizing the
quality of the hotel does not mean operating the hotel. The operations will still be under
the purview of the hotel as long as quality standards are maintained. The hotel will focus
on the core competency – increasing reach and standardizing end-to-end experience.
10. With the Partial-inventory model, would these ventures be successful?
With the Partial-inventory model, hotels were in fear of losing sales, of the inventory still
held by the hotel to well-funded aggregators’ heavy discounting – something Vista Rooms
neverdid,asitdilutedtheperceivedvalueofthehotelinthelongterm.Nowtheaggregators
cannot rely on discounting to generate sales. Hotels and aggregators have to work together
to generate sales and customer satisfaction.
A BUDGET PRICE DOES NOT HAVE TO
MEAN A BUDGET EXPERIENCE.“““““
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Online Budget Hotels: Aggregators to Accumulators Interview with Ankita Sheth
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11. How does a Full-inventory model operate? How do you describe the Full-inventory-
based business model?
The Full-inventory model gives Vista Rooms a chance to fully display its capabilities in
generating customers and online reach for hotels. Aggregators can no longer hide behind
the guise of discounts.
12. What are the Critical Success Factors (CSFs) of a Full-inventory model?
• Average Room Rate (ARR)
• Increase in Monthly Revenue
• Customer Satisfaction Ratings
NOW, GUESTS ARE GUARANTEED THE
ROOM THEY BOOKED WHEREAS
EARLIER SOMETIMES HAD TO BE
TURNED AWAY. ALONG WITH THIS,
THE HOTEL AND AGGREGATORS CAN
WORK TOGETHER TO A COMMON
VISION OF QUALITY.
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”””””
13. Experience is a critical element in having repeated customers, the customers referring
to other potential customers, customers sharing positive feedback on their personal
and professional networks. How do you think, the Full-inventory model can ensure a
higher-order customer experience and therefore all the other expected derivatives of
the same?
A key part of the Full-inventory model is managing the hotels online reputation, aggregators
earlier did not have the freedom to do this or were limited to the Partial-inventory that was
managed by them which did not give a true picture. Another problem that Full-inventory
model solves is overbooking. Now, guests are guaranteed the room they booked whereas
earlier sometimes had to be turned away. Along with this, the hotel and aggregators can
work together to a common vision of quality.
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Interview with Ankita Sheth Online Budget Hotels: Aggregators to Accumulators
ET CASES
14. Given that a hotel’s room is a perishable product, like an airline’s seat, what are the
pricing strategies adopted to maximize the revenue per available room.
Multiple strategies can be used such as – early booking deals, last minute deals, promotions,
social media campaigns seasonal rate changes, etc. An important factor is competitor
pricing that hotels did not keenly follow earlier, but with aggregators mining large amounts
of pricing data the hotel can be priced to maximize revenue and occupancy.
15. What do you think would be the role of technology in improving the intended
Customer Value Proposition (CVP) of online budget hotels’ inventory model?
Technology will play a key factor. Connecting with the customer before arrival, reducing
the time taken by the customer to find the hotel, managing complaints and requests and
finally reducing customer request resolution time, technology will be the backbone of
creating value for customers. Earlier hotels would engage with the customer only once
they reached the hotel whereas with technology we can provide services proactively even
before the customer reaches the hotel.
THE IMPACT WOULD BE EVEN MORE
PRONOUNCED AS CEMENTING THE
ONLINE REPUTATION OF THESE
PROPERTIES WOULD BE A KEYSTONE
FOR FUTURE MANAGEMENT.
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16. As of now, the aggregation is happening in the budget segment of hotel industry. Do
you see the same being extended to other segments – mid-range, premium, super
premium and the real/exclusive properties?
Aggregationmaynotbeabletoextendtoexistingchains,however,premium/superpremium
boutique hotels and vacation rentals would greatly benefit in the same way. The impact
would be even more pronounced as cementing the online reputation of these properties
would be a keystone for future management. Again, reaching customers can be done more
effectively by aggregating these properties.
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Online Budget Hotels: Aggregators to Accumulators Interview with Ankita Sheth
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About Vista Rooms
17. Can you share your background and the trigger for you to get into this segment of
Indian hospitality industry?
An avid traveler, I have had many horrendous travel experiences. Prior to every holiday, I
would spend hours researching on the place, the accommodations, etc. but would still
land up having bad experiences staying at budget hotels. We (Pranav, Amit and I) started
researching and travelling a lot to smaller towns of India, as we believed that Tier-II and
Tier-III cities offered below par services. We took train rides, overnight buses and car rides
to inspect and audit potential partner properties.
18. When did you start Vista Rooms and what has been the progress thus far?
We started with four properties in Mumbai and have now scaled to 1000+ properties across
150+ cities. We are now operating in three countries and are operationally profitable on
every booking.
THERE WILL BE MULTIPLE BRANDS
THAT WILL CO-EXIST HENCE
COMPETITION WILL PRIMARILY FOCUS
ON DIFFERENTIATION IN TERMS OF
SERVICE.
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”””””
19. You shifted to Full-inventory model around July 2016. What model were you following
earlier and why did you shift to Full-inventory model?
At our inception, we had started with four properties with full sales management model.
As we wanted to scale across multiple cities quite rapidly, we shifted our focus to tying up
with more properties, managing sales for partial inventory.
Now that we have built, a sizeable number of inventory across multiple cities, we have
refocused our team on managing complete sales for select properties. On average, we
have seen the occupancy at these fully-managed properties increasing by over 10% in the
3 months itself. We work on a fixed fee plus revenue share, which can range from 20%–
30% of total revenue.
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Interview with Ankita Sheth Online Budget Hotels: Aggregators to Accumulators
ET CASES
20. How do you define competition in Indian hospitality industry and who would you
rate as the biggest competitor for Vista Rooms?
The mid-and budget-hotel industry is really fragmented. There will be multiple brands that
will co-exist hence competition will primarily focus on differentiation in terms of service.
I think every player is a competitor in the industry. A boutique/individual property owner
has the advantage of delivering personalized, unique experience as compared to a
standardized but relatively bland experience at branded hotel chains. The customer has so
many options now that one has to constantly personalize and improvise experiences for
guests.
21. What is your vision for Vista Rooms and how do you propose to prepare Vista Rooms
for achieving that vision?
Our vision is to be a trusted brand for stays across Asia. Trust builds with experience and
we are working relentlessly to collaborate with passionate small property owners in
delivering personalized yet standardized stays to customers.