Presentation of Wilhelm K. Weber about Mobile Trends for Hotels, Copyright Swiss Hospitality Solutions, www.swisshospitalitysolutions.com

1. NEW TRENDS
FROM A RM POINT OF VIEW
Wilhelm K. Weber

2. Wilhelm Konrad Felix Weber
«Wilko»
• Some years in hotel
• Some years in consulting/training
• Some years with brands/chains
• Swiss Hotel School Luzern
• Graduate School
of Business Administration, Zürich
• University of Wales / St Gallen…
• First «own company» with 14yrs
• SHS since June 2010 (No. 5)
• Young European Industry Leader 2010
• Hobbies: Sailing, Skiing, Surfing
….and HOTELS!

3. WELCOME TO MY WORLD!
(WHAT IS THE POINT OF VIEW OF A REVENUE MANAGER?)

4. IT IS SO COOL TO
BE IN/ON/ABOUT
SOCIAL MEDIA,
MOBILE,
GROUPON ETC.

5. REVENUE
MANAGERS NOT
ALWAYS
PERCEIVED AS
COOL

6. WE ARE
SIMPLE PEOPLE,
WE ONLY THINK
ABOUT
MONEY!

7. SOCIAL MEDIA
GROUPON & CO
MOBILE
APPLICATIONS

8. SOCIAL MEDIA IS SO MUCH
MORE THAN JUST FACEBOOK,
IT IS A DIRECT CHANNEL TO
COMMUNICATE WITH YOUR CLIENTS

9. AUDIENCE PARTICIPATION

10. RAISE YOUR HAND
…IF YOUR HOTEL IS ON
FACEBOOK

11. RAISE YOUR HAND
…IF YOUR HOTEL RECEIVES
RESERVATIONS
THROUGH FACEBOOK

14. ONLY A SMALL DIFFERENCE….

17. RM
Checklist:
Must have? YES
Cost? Relatively low BE THERE!
Revenue? Still small CREATE A
Future? Increasing
BOOKING LINK!
importance THINK ABOUT THE
MESSAGE!

18. THE MOST
INFLUENCING
SCM DISCIPLINE
IS?

19. BIG BROTHER IS
WATCHING
YOU

20. GUEST REVIEWS

21. HOW DO GUEST REVIEWS INFLUENCE
THE PURCHASE INTENT?

22. EXTREME NEGATIVE REVIEWS (1 STAR)
EXCEEDED THE POSITIVE EFFECT OF
EXTREME POSITIVE REVIEWS (5 STAR)
NON-EXTREME REVIEWS (2-4 STARS)
HAD NO EFFECT
YUANYUAN, PENG, YIJUN, AND QIANG (2009, STUDY ON MOVIE TICKET SALES)
CHEVALIER AND MAYZLIN (2006, STUDY ON ONLINE BOOK REVIEWS)

23. THE PERCEIVED QUALITY OF AN ONLINE
REVIEW HAS A POSITIVE IMPACT ON
PURCHASE INTENT.
PURCHASE INTENT INCREASES AS THE
NUMBER OF REVIEWS INCREASES
CUSTOMERS WITH LIMITED
EXPERIENCE WITH THE PRODUCT ARE
INFLUENCED BY THE QUANTITY OF
REVIEWS RATHER THAN QUALITY
PARK ET AL. (2007)

24. RAISE YOUR HAND
…IF YOUR HOTEL IS ON
TRIPADVISOR

25. RAISE YOUR HAND
…IF YOU KNOW YOUR HOTELS
RATING THIS WEEK

26. RM
Checklist:
Must have? YES
Cost? None
KNOW YOUR
Revenue? High influence
RATING!
Future? Increasing
importance MANAGE YOUR
E-MAGE!

28. NO
MANAGEMENT
RESPONSE?

30. IT’S ONLY ONE CLICK!

31. SOCIAL MEDIA
GROUPON & CO
MOBILE
APPLICATIONS

33. AWARENESS!
NEW
CUSTOMERS!
USE EMPTY ROOMS
IN PERIODS OF
LOW DEMAND.

34. HAVE YOU DONE THE MATH???

35. groupon Direct sale
Sales Price 100 – 50% 100
Commission (35%) 35 0
var.Cost per Room 40 40
Pocket Margin - 25 60
…AND WHEN DO YOU GET THE MONEY?

36. RM
Checklist:
Must have? No
NEGOTIATE THE
Cost? Extremely high CONDITIONS
Revenue? Very small BE AWARE OF THE
Future? Likely to stay,
IMAGE
BE REALISTIC RE.
«NEW CLIENTS»
DO THE MATH!

37. SOCIAL MEDIA
GROUPON & CO
MOBILE
APPLICATIONS

38. AUDIENCE PARTICIPATION

39. RAISE YOUR HAND
…IF YOU HAVE A SMARTPHONE

40. RAISE YOUR HAND
…IF YOU HAVE AN IPHONE

41. WHAT IS THE FIRST THING THAT
HAPPENS, WHEN AN AIRPLANE HAS
LANDED?

42. 100 MOBILE PHONES ARE SWITCHED ON

43. YOU WILL ALWAYS CARRY WITH YOU...

44. MOBILE INTERNET
IS NOT
JUST WIRELESS ACCESS TO
«NORMAL INTERNET»

45. WIRELESS SERVICES LOOSE 50%
OF POTENTIAL CUSTOMERS,
EVERYTIME THEY ARE REQUIRED TO
PUSH A BUTTON

46. LOCALISATION + PERSONALIZATION =
«KILLER APPLICATION»

47. ARE YOU READY?

53. PRODUCTS MUST BE
FAST, EASY, FUN

54. AND HOTEL APPS TODAY?

57. PRICELINE REPORTS HIGH NUMBER OF
MOBILE SHORT TERM BOOKINGS
(LESS THAN 1 DAY PRIOR TO ARRIVAL)
85% 45%

58. THE PLATFORM STORY WILL REMAIN
COMPLICATED

59. TABLETS ARE A SEPERATE
OPPORTUNITY

60. MOBILE TECHNOLOGIES CAN
SAVE YOUR STAFF TIME BY ENABLING
GUESTS TO HELP THEMSELVES FIND
INFORMATION

61. NEW TECHNOLOGIES ALLOW
«FANCY GIMMIKS»
…COOL STUFF….

64. THERE ARE MANY
NEW
OPPORTUNITIES

65. QR
(QUICK RESPONSE)
CODES

66. RM
Checklist:
Must have? Nice to have
Cost? medium
START EXPLORING
THE
Revenue? small
OPPORTUNITIES !
Future? Increasing
importance
DON’T FORGET
THE MONEY!

67. ANY QUESTIONS ?

68. Thank you 谢谢 Vielen Dank

69. Contact:
Wilhelm K. Weber "
Partner "
SHS "
Swiss Hospitality Solutions AG "
Hirschmattstrasse 28 "
CH 6003 Luzern "
Switzerland
Tel: +41/78 670 2007 "
eMail: w.weber@swisshospitalitysolutions.ch