2. The Travel Industry
“The future leaders of the travel industry will
ultimately be those who can strengthen
customer loyalty to grow revenues.”
Julian Sparks, Partner Accenture, Sept 2002
3. Hotel Brand – a future leader….
Award winning Loyalty Program
1999, 2000 & 2001.
“Innovator Award”
October 2002
13th Annual Hotel Investment Conference
Asia-Pacific
4. Hotel Brand Business Strategy
Growth Opportunities
• Expand the Company's internet presence and
sales capabilities to increase revenue and
improve customer service.
• Continue to grow the Company’s frequent guest
program, thereby increasing occupancy rates
while providing the company’s customers with
benefits based upon loyalty to the Company’s
Hotels.
5. Hotel Brand Business Strategy
Growth Opportunities.
• Enhancing the Company's marketing efforts by
integrating the Company’s propriety customer
databases so as to sell additional products and
services to existing customers, improve
occupancy rates and create additional marketing
opportunities.
• Refining the positioning of the Company’s
brands to further strengthen brand identity.
6. Customer Loyalty
Loyalty is the “reward” an organisation earns from
their customers through understanding their needs
and exceeding them better than their competition.
8. Business Travel Market
• The world business travel market will generate US$349
billion in 2002. (World Travel and Tourism Council: 2002)
• The world business travel market is expected to grow to
US$748 billion by 2012 (WTTC: 2002)
• The top 10 corporates spent US$4.5billion on non-airline
travel and entertainment in 2001
• Over a 20 year career a senior business manager may
spend in excess US$500k on hotel rooms.
9. Business Travellers
• Hotels offer business travellers a place to
– Sleep
– Eat
– Exercise
– Work
– Meet Colleagues
– Meet Clients
• Hotel chains DO NOT address the needs of
– Lifestyle
– Isolation
– Boredom
10. Lifestyle
Attributes of most admired Industry Leaders
Ranking of trait/perception as important or very important (% of respondents)
Asian American European % all respondents
1 Bus achievement (97%) (94%) (95%) (95%)
2 Remuneration (97%) Balanced life (90%) Balanced life (89%) Balanced life (89%)
3 100% work focus (95%) Peer Respect (88%) 100% work (89%) 100% work (87%)
4 Recognition (89%) Recognition (84%) Peer Respect (89%) Peer Respect (83%)
5 Balanced life (87%) 100% work (80%) Public image (81%) Recognition (83%)
6 Lifestyle trapping (74%) Public image (68%) Recognition (78%) Remuneration (78%)
7 Respect of peers (68%) Remuneration (73%) Remuneration (71%) Public image (76%)
8 Public image (65%) Lifestyle trap (59%) Self-promo (59%) Lifestyle trapping (57%)
9 Self promotion (55%) Self promo (41%) Lifestyle trap (48%) Self-promo (52%)
10 Celebrity status (13%) Celeb status (39%) Celeb status (31%) Celeb status (30%)
Source IRN Research For InterContinental Hotels & Resorts.
Sample: 150 respondents in 29 countries
“It has become obvious that international business leaders are changing
and our customers take their work and leisure time equally seriously”
Tom Oliver, Chairman - Six Continents Hotels 23rd Sept
11. Lifestyle
• Being an active ********* (golfer, sailor, rambler,
theatregoer, shopper etc) I would like to have the
opportunity to do this when I have some free time on a
business trip.
• This may be the only time I visit this city, so how do I get
the best out of my short time here.
• I hear that ******** is something you should do here, I
would like to meet up with other people here on business
(or leisure) who may also be interested in trying *****, it
is much more fun as a group.
12. Isolation - Male
• I have been in meetings all day and I just don’t want to
spend the evening with my clients or colleagues, but I
don’t have a good excuse not to.
• I don’t enjoy a meal on my own in the restaurant so will
order room service and catch up on some work.
• I have no incentive to go out so will just stay in my room.
13. Isolation - Female
• I am here on my own and I know I should go out
and see a bit of the town but I don’t want to
explore alone.
• I do not like sitting in the bar on my own as I
don’t want to look like I am waiting to get picked
up.
14. Boredom
• I am in this great city and I have no idea what to
do – I have not bought a guide book, don’t have
time for searching online, if I knew someone who
lived here or who had been here before I could
have got a couple of tips from them.
• I don’t want to ask my client or colleague as they
may feel obliged to take me or come with me.
16. Global Lifestyle Manager
How was you trip to New York – click HERE to add your travel tips!
Earn points for travel tips!
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17. How will it work?
Customer
Loyalty
Web Site
Hotel
Web
Site
Hotel TV
Preferred Preferred
Guest Guest
Travel Tips
Program Program
External Ideas and
Hotel Reservation System
Travel Reviews
Site
People
Secure Activity & PDA’s
Messaging Leisure
Matching
System Database
Engine
Corporate Points Corporate
Booking Bank
Online Activity Booking
System
Trip Booking Systems
Planner Engine
Preferred Preferred
Guest Guest
Program Program Hotel
Offline
Intranet
Travel
Agent
Internet
18. Getting Started…
• The service will be triggered by two means:
– By booking a room – online, via telephone or ?
– By accessing Global Lifestyle Manager personal profile
• The service will require minimal information about the user:
– Name
– Home town
– Destinations booked/planned
• The service will pass information out to:
– Web site
– Personal Digital Assistants
– Hotel Interactive TV
– Online Corporate Booking Systems – High wire, E-travel and Getthere
19. Why will business travellers use it?
• Build a personal global network
• Enhance business travel lifestyle
• Take advantage of the locations visited in the
time available
• Participate in “your” sport, activity when
travelling
• Exchange travel tips with peer group
20. Implementing the Global Lifestyle Manager
• People Matching Engine
• Travel Trip Planner
• Travel Tips Database
• Internal Email
• Activity Database
• Activity Booking Engine
• Points Bank
21. Benefits to Hotel Brand
• Raise the Stakes and Revolutionise Customer Loyalty Programmes
• Brand Differentiation
• Brand and Lifestyle association
• Community based Customer Loyalty Programme
• Increased Customer Loyalty – prohibit the promiscuous customer
• New Service which addresses the work and lifestyle balance issue of
the business traveller.
• New Revenue Stream that increases with the success of the service.
• Potential profitable Investment Opportunity
