Part of the 'Make It Work' Series -- by Loren Gray this was its presentation in Las Vegas to the HSMAI Chapter's 'Breakfast Series'

1. CONVERGENCE
“MAKING IT
WORK”
THE DAILY BLEND OF REVENUE MANAGEMENT,
MARKETING, SALES, AND YEAH, EVERYBODY ELSE
--LOREN GRAY

2. THANK YOU
TO OUR
SPONSORS
AND HOST

3. WORKBOOK FOR TODAYS SESSION
Bit.ly/convergencewb1

4. WHO IS IN THE ROOM

5. HOW THE MORNING IS GOING TO GO…
Section 1
Segment 1 – What is Important & Why
5 Minute Break
Segment 2 – Who Uses What
10 Minute Break
Section 2
Segment 1 – How to Use Each Resource
5 Minute Break
Segment 2 – Tools to Use For Strategy
Final Q/A
@LORENGRAY
@HSMAI_LV
#MakeItWork
#MakeItWorkLV

6. WHERE WE ARE NOW
Section 1
Segment 1 – What is Important & Why
5 Minute Break
Segment 2 – Who Uses What
10 Minute Break
Section 2
Segment 1 – How to Use Each Resource
5 Minute Break
Segment 2 – Tools to Use For Strategy
Final Q/A
@LORENGRAY
@HSMAI_LV
#MakeItWork
#MakeItWorkLV

7. WHY ARE WE HERE
In an American Express survey commissioned last year,
consumers illustrated their demand for more enriched lives
and personal fulfilment through experience and learning.
Over 72 per cent of respondents said they would rather spend
money on experiences than things. Further, 88 per cent said
travel is the number one dream on their life’s bucket list,
ranking higher than family or wealth.

8. THE TEAM
Revenue Management
Marketing
Sales
Operations
Accounting
Human Resources
TOP LINE REVENUE BOTTOM LINE REVENUE

9. THE REVENUE TRINITY
Revenue Management – Sets the Horizon
Marketing – Facilitates the Strategy
Sales – Creates the relationships and stabilizes volatility

10. WHAT IS IMPORTANT & WHY
 Direct Channel
(website)
 Channel distribution
 Group Contribution
 Loyalty
 Consumer sentiment
 Communication
 GDPR
 ADA Compliance
 MetaSearch
 Influencers
 Social
 Paid
 Organic Presence
 Database
 Rate Parity

11. REVENUE MANAGEMENT FOCUS
Total Revenue
ADR
Occupancy
Channel Distribution & Cost

12. MARKETING FOCUS
 ROAS
 Direct Channel Contribution
 Paid –vs- Organic
 GDPR
 ADA Compliance
 Database Use
 Social Engagement Revenue
 Channel Conversion & Cost
 Loyalty Engagement
 Consumer Sentiment
 Influencers
 MetaSearch
 Re-Targeting

13. SALES FOCUS
 Having a good time at cocktail parties, mixers, and
tradeshows
 Group Contribution
 Database -- Contacts
 Displacement Costs
 Relationship Building

14. HOW ALL OF US SEE THE TIMELINE
Acquisition – (Discovery & Booking)
Pre-stay
Engagement – (stay)
Post Stay

15. HOW ALL OF US SEE THE TIMELINE -- KINDA
Stay Date
Timeline
Prime Booking WindowResearch Period
January February March
Departure Date
LOS

16. REVENUE MANAGEMENTS VIEW OF WHO

17. REVENUE MANAGEMENT PROCESS

18. MARKETING PROCESS

19. SALES PROCESS
 What’s Returning
 What’s Coming
 Who Knows them
 How do I Reach Them First

20. LOREN’S FISHING ANALOGY

21. FEEDBACK

22. FEEDBACK

23. FEEDBACK

24. WHERE WE ARE NOW
Section 1
Segment 1 – What is Important & Why
5 Minute Break
Segment 2 – Who Uses What
10 Minute Break
Section 2
Segment 1 – How to Use Each Resource
5 Minute Break
Segment 2 – Tools to Use For Strategy
Final Q/A
@LORENGRAY
@HSMAI_LV
#MakeItWork
#MakeItWorkLV

25. WHERE WE ARE NOW
Section 1
Segment 1 – What is Important & Why
5 Minute Break
Segment 2 – Who Uses What
10 Minute Break
Section 2
Segment 1 – How to Use Each Resource
5 Minute Break
Segment 2 – Tools to Use For Strategy
Final Q/A
@LORENGRAY
@HSMAI_LV
#MakeItWork
#MakeItWorkLV

26. WHO USES WHAT
 Discovery Data from Websites
 GA / google webmaster / trends / my
business / GTM
 Adobe
 Social platform Data
 Facebook
 Twitter
 Linkedin
 Revenue Management Data
 Revenue management tools (RMS)
 Rainmaker
 Ideas
 Duetto
 OTA insights / Triptease
 Tableau / Google data studio
 CRM data
 Travelclick (old Z-direct)
 Guestfolio
 Mailchimp
 Workflow (image of multi-stage use
and repeat sends)
 Dynamic fields entry
 Tech stack
 PMS (Property Management System)
 POS (Point Of Sales System)
 CRM (Customer Relationship
Management)
 IBE (Internet Booking Engine)
 CRS
 Rewards program (Loyalty Platform)
 Relationship Management
 Salesforce
 Sabre
 Delphi

27. THE MARTEC “5000”

28. FRAMEWORK FOR SUCCESSFUL CONVERGENCE
Collaboration
Common
Vernacular
Integrity in Data
TransparencyBuild Trust
Enabling Business
Decisions
Continuous
Improvement

29. COLLABORATION
MUTUAL
ACCOUNTABILITY
Working together as one unified team across all
departments involved with profit optimization
Establishing a committee to govern the next steps of
the framework
Collaboration
Common
Vernacular
Integrity in
Data
TransparencyBuild Trust
Enabling
Business
Decisions
Continuous
Improvement

30. COMMON VERNACULAR
Common Language
Is every dialog using terms that are understood by all team
members?
Common KPI’s
Is everyone clear on what the defined goal and it’s
measurement?
Common Goals
With mutual responsibility means no separate ‘sandboxes’
all swim or all sink based on the success or failure of reaching
the agreed common goal and how it is measured.
Collaboration
Common
Vernacular
Integrity in
Data
TransparencyBuild Trust
Enabling
Business
Decisions
Continuous
Improvement

31. INTEGRITY OF THE DATA
Collaboration
Common
Vernacular
Integrity in
Data
TransparencyBuild Trust
Enabling
Business
Decisions
Continuous
Improvement
Identify what data we have from each respective area
that we can combine into our data model
Make sure the data is accurate, consistent & correctly
represents the common vernacular established
Do not practice ‘statistical bending’

32. TRANSPARENCY
Be open to all consumers of the information
about what the data “is” and what it “isn’t”
Build visual context around what the consumers
are looking at
Understand what the team has now and what the
team is trying to build for the future
What is the forecasted revenue expectations for
any particular channel
Collaboration
Common
Vernacular
Integrity in
Data
TransparencyBuild Trust
Enabling
Business
Decisions
Continuous
Improvement

33. TRUST
Collaboration
Common
Vernacular
Integrity in
Data
TransparencyBuild Trust
Enabling
Business
Decisions
Continuous
Improvement
Buy-in, no exception
Trusting that the process works mutually
towards profit optimization
Rely on team members as peers
Acknowledge all successes and share all
failures
Own what is yours, commit to the team, (no
parachutes, no life preservers)

34. EMPOWER BUSINESS DECISIONS
Collaboration
Common
Vernacular
Integrity in
Data
TransparencyBuild Trust
Enabling
Business
Decisions
Continuous
Improvement
See the big picture and your roll in it, both
internal & 3rd party
Contribute and accept the decision / support
the decision
Measure everything and everyone by the
same mutual goal
TRUST

35. CONTINUOUS IMPROVEMENT
Collaboration
Common
Vernacular
Integrity in
Data
TransparencyBuild Trust
Enabling
Business
Decisions
Continuous
Improvement
What did we learn?
How can we improve next time around?
Fail fast
Team share failures and debrief them, not hide
them
Define performance threshold metrics with
concrete decision models
Keep a log

36. ‘TECH STACK’ – WHAT DO WE MEAN
 IBE – Internet Booking Engine
 PMS – Property Management System
 CRS – Central Reservation System
 RMS – Revenue Management System
 CRM – Customer Relationship
Management
 3rd Party Data – OTA’s, Google,
Adobe, API’s
Integration Use
PMS
CRS
RMS
CRM
3rd Party
Data
Services
IBE

37. ‘TECH STACK’ USE
IBE PMS RMS CRS CMS POS 3rd Party
R
M
S
R
M
S
A
O
R
M*
R
M*
S*
M
O
A
O
R
M
S
A

38. FEEDBACK

39. FEEDBACK

40. FEEDBACK

41. WHERE WE ARE NOW
Section 1
Segment 1 – What is Important & Why
5 Minute Break
Segment 2 – Who Uses What
10 Minute Break
Section 2
Segment 1 – How to Use Each Resource
5 Minute Break
Segment 2 – Tools to Use For Strategy
Final Q/A
@LORENGRAY
@HSMAI_LV
#MakeItWork
#MakeItWorkLV

42. WHERE WE ARE NOW
Section 1
Segment 1 – What is Important & Why
5 Minute Break
Segment 2 – Who Uses What
10 Minute Break
Section 2
Segment 1 – How to Use Each Resource
5 Minute Break
Segment 2 – Tools to Use For Strategy
Final Q/A
@LORENGRAY
@HSMAI_LV
#MakeItWork
#MakeItWorkLV

43. MARKETING RESOURCES
Demand
Demographics
Interest
Path of Discovery
Source of Business
Communication
Intent
Competition
Activities of the
‘Market’

44. MARKETING RESOURCE TOOLS
 Google Analytics
 Google Data Studio
 Google Ads
 Google My Business
 Google Search Console
 Google Trends
 Google Training
 Bing Analytics
 Bing Ads
 Bing Training
 Linkedin
 Insights
 Organic
 Paid Ads
 Navigator
 Training
 Facebook
 Business Manager
 DAT
 Blueprint Training
 Twitter
 Paid
 Organic
 Pinterest
 Paid
 Organic
 Instagram
 Paid
 Organic
 Travel Ads
 Retargeting
 Proximity Marketing
 3rd Party Services
 Primarily API’s
 Software Services

45. REVENUE MANAGEMENT RESOURCES
 Demand
 By Channel
 By Segment
 Business Cycle
 Event Driven
 Compression
 Source
 Inventory
 By Type
 By Date
 By Availability
 Rate
 By Date
 By Type
 By Restriction
 By Segment
 By Channel
 Historical
 Demand
 Rate
 Length of Stay
 Segmentation
 Channel
 Source
 Pace
 Demand
 Rate Resistance
 Non Property DMA demand
 Rate
 Available Inventory
 Compression
 Contribution
 Demand
 Competition

46. REVENUE MANAGEMENT RESOURCE TOOLS
Revenue
Management Systems
Property
Management Systems
Central Reservation
Systems
Third Party Systems
Internet Booking
Engines

47. SALES RESOURCES
Market Demand
Segment
Rate
Inventory Demand
Type
Non room needs
Event Data
Citywides
Competitive Set
Market Changes
Competing Markets
Feeder Markets

48. SALES RESOURCE TOOLS
3rd Party software
Delphi
Salesforce
Cvent
Website
Internet Booking
Engine
Central Reservations
Property
Management System
In-house
Inventory

49. THE IMPACT OF COLLABORATION
Leads = 10
Conversion Rate = 10%
Sale = $7,500
Frequency – 1
GP = $7500
Leads = 20
Conversion Rate = 10%
Sale = $7,500
Frequency – 1
GP = $15,000
Leads = 20
Conversion Rate = 20%
Sale = $15,000
Frequency – 2
GP = $120,000 (which is 16x
$7500)
Double One, Double Growth. Double All – 16X Growth

50. SCENARIO #1 RENOVATION
 It’s this time this year
 A 250 room Independent hotel is renovating starting mid year for a grand reopen at the new year, (by floor
not stack).
 It is third tier price rate, wanting to turn top tier, (four star).
 It’s located in a large Metro Central DMA.
 Only the inventory under renovation will be out of service for 4 week blocks, common areas in cycle based
on current commitments.
 Staff ratio is currently 1:5
 Four years of guest DB
 No CRS
 F&B is owned and there are three outlets full spectrum
 Current mix is;
 40% OTA
 30% Group
 10% Corp
 20% Direct

51. SCENARIO #1 RENO OBVIOUS QUESTIONS ANSWERED
Name will not change
Website will be redone
F&B will change and is not leased
Market Mix is being challenged
Tech Stack is in review
Branding is not an option

52. SCENARIO #1 RENO WHAT QUESTIONS NEED TO STILL
BE ASKED?
What is the budget we can work with before, during, and
after?
What is the revenue expectations for all three time periods?
What is the ‘persona’ of the guest we are trying to focus
on?
How much outside resource can we draw in?
How will our Comp-set shift with the changes?

53. FEEDBACK

54. FEEDBACK

55. FEEDBACK

56. WHERE WE ARE NOW
Section 1
Segment 1 – What is Important & Why
5 Minute Break
Segment 2 – Who Uses What
10 Minute Break
Section 2
Segment 1 – How to Use Each Resource
5 Minute Break
Segment 2 – Tools to Use For Strategy
Final Q/A
@LORENGRAY
@HSMAI_LV
#MakeItWork
#MakeItWorkLV

57. WHERE WE ARE NOW
Section 1
Segment 1 – What is Important & Why
5 Minute Break
Segment 2 – Who Uses What
10 Minute Break
Section 2
Segment 1 – How to Use Each Resource
5 Minute Break
Segment 2 – Tools to Use For Strategy
Final Q/A
@LORENGRAY
@HSMAI_LV
#MakeItWork
#MakeItWorkLV

58. TOOLS TO USE FOR STRATEGY
 Albacrose - tracking companies
who visite your site by filters
 SocialInsider - Social research of
comps
 Adobe Spark - free visual
graphics
 Powtoons - animations and
presentations
 SocialStudioFX - templated
social sized image creation
 Doodly - sketch drawings
 Vidyoze- custom cinema
graphics
 Videoremix - custom inserted
email videos
 Owox - AI forecasting
 Snip.ly - make shared links you
gather data and ad a link
 Bit.ly- make custom short links
 WhatAGraph - make great
image-based reports
 Stepshot (Xerox learning fix)
 Clipman-- may AI video Ad’s
 Kingsumo - make contests
 Fleeq
 Promorepublic - social content
generator
 Awario -- influencer finder and
all things online monitor
 Visme.co - awesome grpahics
creator
 Trendsmap -- live review of
whats being used in your
location
 Plannable -approval based
social posting on one site
 Designbold - great rich media
creator
 Salesflare - great lead tracker
and contact follower
 Rocketium -- make videos
 Quriobot - custom bot and logic
creator for your website
 Newoldstamp - custom
signature creator
 Bookafy - custom appointment
scheduler
 24 sessions -- custom video
meetings planner with a
recorder
 Dubb - for video email inserts
 Woven Calendar for multi-
person time picks
 Brandzooka - actual video
commercials on sites and tv
stations
 Engageform -- for contest and
surveys and quizzes and live
engagement
 Banjo - social media hunting by
location
 WebTextTool – amazing page
content writer
 iSpionage – Compset tool
 Spyfu – Online comp-set tool
 A360 – ADA compliance service
 ADA compliance tool
https://wave.webaim.org/
 GDPR toolkit –
 Findthatlead – monthly draw of
leads
 Appsumo – refereal link
https://appsumo.com/r/kvcxayt
/
 Product hunt – site for new
tools

59. TOOLS TO USE FOR STRATEGY
 Albacrose - tracking companies
who visite your site by filters
 SocialInsider - Social research of
comps
 Adobe Spark - free visual
graphics
 Powtoons - animations and
presentations
 SocialStudioFX - templated
social sized image creation
 Doodly - sketch drawings
 Vidyoze- custom cinema
graphics
 Videoremix - custom inserted
email videos
 Owox - AI forecasting
 Snip.ly - make shared links you
gather data and ad a link
 Bit.ly- make custom short links
 WhatAGraph - make great
image-based reports
 Stepshot (Xerox learning fix)
 Clipman-- may AI video Ad’s
 Kingsumo - make contests
 Fleeq– Training and
presentations
 Promorepublic - social content
generator
 Awario -- influencer finder and
all things online monitor
 Visme.co - awesome graphics
creator
 Trendsmap -- live Twitter of
what’s being used in your
location
 Plannable -approval based
social posting on one site
 Designbold - great rich media
creator
 Salesflare - great lead tracker
and contact follower
 Rocketium -- make videos
 Quriobot - custom bot and logic
creator for your website
 Newoldstamp - custom
signature creator
 Bookafy - custom appointment
scheduler
 24 sessions -- custom video
meetings planner with a
recorder
 Dubb - for video email inserts
 Woven Calendar for multi-
person time picks
 Brandzooka - actual video
commercials on sites and tv
stations
 Engageform -- for contest and
surveys and quizzes and live
engagement
 Banjo - social media hunting by
location
 WebTextTool – amazing page
content writer
 iSpionage – Compset tool
 Spyfu – Online comp-set tool
 A360 – ADA compliance service
 ADA compliance tool
https://wave.webaim.org/
 GDPR toolkit –
 Findthatlead – monthly draw of
leads
 Appsumo – refereal link
https://appsumo.com/r/kvcxayt
/
 Product hunt – site for new
tools
SOCIAL CREATIVE RESEARCH PRODUCTIVITY SALES MARKETING

60. RESOURCES
 Fuel Travel Podcast
 This Week In Hospitality Digital Marketing Live Show
 Tim Peter Podcast
 Social Media Marketing Podcast
 Search Talk Live
 Koddi’s Blog
 Flip.to’s Blog
 HSMAI’s Blog and Newsletter

61. FEEDBACK

62. FEEDBACK

63. WHERE WE ARE NOW
Section 1
Segment 1 – What is Important & Why
5 Minute Break
Segment 2 – Who Uses What
10 Minute Break
Section 2
Segment 1 – How to Use Each Resource
5 Minute Break
Segment 2 – Tools to Use For Strategy
Final Q/A
@LORENGRAY
@HSMAI_LV
#MakeItWork
#MakeItWorkLV

64. LOOSE ENDS
 GDPR
 ADA Compliance
 MetaSearch
 Influencers
 Consumer Sentiment Engagement / Advocacy
 CRM WorkFlow / Dynamic Data / A/B Testing / alt Pre-
arrivals

65. GDPR – GENERAL DATA PROTECTION REGULATION

66. ADA COMPLIANCE
What does “accessible” mean?
The DOJ and many well-known advocacy organizations take the position that to be
accessible a website must comply with the Web Content Accessibility Guidelines (WCAG
2.0). Formal regulations from the DOJ are expected in 2018. (see Advanced Notice of
Proposed Rulemaking), however the absence of formal regulations has not stopped the
DOJ or plaintiff law firms from initiating litigation, and multiple courts have found that the
ADA applies to websites even without formal regulations.

67. METASEARCH

68. FACEBOOK DAT’S
Urgency Messaging
“x rooms left”
option
Real Time Prices
Based on dates of
travel
Promotion Messaging
Property
Multi-property
option available
Brand Logo
Stars
Destination Messaging
Membership Link
Facebook Brings DAT Mainstream

69. INFLUENCERS

70. ADVOCACY AND CONSUMER SENTIMENT
Pre-Stay Advocacy
Stay Advocacy
Post Stay Advocacy
Photo Advocacy
Example;
 Facebook say up to 1,500
can appear in your
newsfeed at any one time
 84% is dedicated to family
and friends interaction
 13% to ‘viral content’ that
is in wide distribution
 Leaving 3% for organic
content generated from
pages indicated by the
user of interest.
Shared content by your guests as
‘advocates’ get placed within the
84% content!

71. CRM WORKFLOW

72. CRM WORKFLOW

73. THANK YOU
AGAIN
TO OUR
SPONSORS
AND HOST

74. THANK YOU
“For The Privilege of
your time” @LORENGRAY
Bit.ly/makeitworklv