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Pricing in a post parity World | BTO 2015 | Sergio Farinelli | Alex Barros

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BTO 2015 Side ONE | Mercoledì 2 dicembre
#1 Focus Hall
Pricing in a post parity World
16.10 : 17.00
www.buytourismonline.com
www.buytourismonline.com/eventi/post-parity

Keynote Speaker
Alex Barros – Vice President of Sales EMEA Duetto Research
Sergio Farinelli – CEO Simple Booking-QNT Hospitality

Veröffentlicht in: Marketing
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Pricing in a post parity World | BTO 2015 | Sergio Farinelli | Alex Barros

  1. 1. Pricing  in  a  post  parity  World     Alex  Barros  -­‐  Due.o  Research   Sergio  Farinelli  -­‐  Simple  Booking  
  2. 2. Due5o  Research   Alex  Barros   VP  Sales  EMEA  
  3. 3. Simple  Booking     Sergio  Farinelli   President  /  CTO  
  4. 4. Parity  performance  in  Europe      (August  2015) 3 Star Hotels Source  
  5. 5. Parity  performance  in  Europe      (August  2015) 4 Star Hotels Source  
  6. 6. Parity  performance  in  Europe      (August  2015) 5 Star Hotels Source  
  7. 7. +  2  MLN  Real  Live  Query   1.6  MLN  Users   +  500  Hotels  Monitored  (in  Italy)   5  Major  OTA’s  monitored   Parity  analyzed  by  single  user  query  and  not  by  hotel   Query  conducted  within  30  days  (november  2015)       Parity  performance  in  Italy OUR RESEARCH
  8. 8. Cheapest Channel Aggregated Search Data ITALY - MAIN ART CITIES 3-4-5 STAR HOTELS Source: Simple Booking, internal data, 30 Nov. 2015 Parity  performance  in  Italy    (November  2015)
  9. 9. Cheapest Channel Aggregated Search Data ITALY – ALL DESTINATIONS ALL PROPERTY TYPES Source: Simple Booking, internal data, 30 Nov. 2015 Parity  performance  in  Italy    (November  2015)
  10. 10. Parity  performance  in  Italy    (November  2015) Direct  cheaper   Iin  parity   OTA  cheaper   28,3%   34,4%   37,3%   44,6%   15,7%   39,8%   66,5%   13,4%   20,1%   53,9%   22,1%   24,0%   75,6%   12,2%   12,2%   Data  by  CITY   Source: Simple Booking, internal data, 30 Nov. 2015
  11. 11. Data  by  USER  COUNTRY   Parity  performance  in  Italy    (November  2015) Direct  cheaper   Iin  parity   OTA  cheaper   51,7%   31,0%   17,3%   49,3%   24,4%   26,4%   57,2%   28,1%   14,7%   57,0%   12,5%   30,5%   14,4%   15,0%   59,1%   18,0%   22,9%   41,1%   22,8%   36,1%   67,0%   15,7%   17,3%   38,4%   25,1%   36,5%   46,7%   25,3%   28,1%   70,6%   Source: Simple Booking, internal data, 30 Nov. 2015
  12. 12. Data  by  CURRENCY   Parity  performance  in  Italy    (November  2015) Direct  cheaper   Iin  parity   OTA  cheaper   50,6%   31,9%   17,5%   46,8%   12,9%   40,4%   47,7%   12,6%   39,7%   74,1%   6,3%   19,6%   22,1%   64,3%   13,6%   31,5%   67,9%   36,0%   64,0%   46,1%   52,8%   48,8%   51,6%   53,8%   44,6%   Source: Simple Booking, internal data, 30 Nov. 2015
  13. 13. Parity  performance  in  Italy    (November  2015) Direct  cheaper   Iin  parity   OTA  cheaper   50,0%   29,8%   20,2%   50,5%   29,3%   20,1%   50,8%   27,1%   22,1%   53,5%   24,2%   22,4%   21,9%   22,5%   59,7%   21,7%   18,6%   64,1%   21,7%   14,2%   62,0%   21,2%   16,8%   62,7%   21,9%   15,4%   55,6%   30   Data  by  LENGHT  OF  STAY   Source: Simple Booking, internal data, 30 Nov. 2015
  14. 14. Data  by  NUMBER  OF  GUESTS   Parity  performance  in  Italy    (November  2015) Direct  cheaper   Iin  parity   OTA  cheaper   44,5%   36,1%   19,3%   51,7%   30,5%   17,8%   68,5%   15,3%   16,2%   83,4%   9,5%   7,1%   4,9%   4,8%   93,4%   5,0%   98,7%   99,6%   98,1%   90,3%   100%   Source: Simple Booking, internal data, 30 Nov. 2015
  15. 15. 54,6%   30,4%   15,0%   55,3%   21,7%   23,0%   Data  by  DEVICE  TYPE   Direct  cheaper   Iin  parity   OTA  cheaper   Parity  performance  in  Italy    (November  2015) Source: Simple Booking, internal data, 30 Nov. 2015
  16. 16. Common  reasons  for  out  of  parity   Why  oQen  OTA  are  cheaper  than  official  websites? •  Mixed  Rates   •  Currency  Exchange   •  Offers  on  OTA  (allowed  by  hotels)  not  replicated  on  Direct  Channel   •  Wholesalers  /  Bed  Banks  reselling  to  3rd  parfes   •  Discount  on  margins  by  OTA  (on  net  rates)   •  Geolocated  Promofons   •  Reserved  prices  for  registerd  users  on  OTA  
  17. 17. How  to  mantain  rate  integrity Problem   Solu+on   OTA  Mixed  Rates   Enable  them  on  your  Booking  Engine  *   Different  Currency  Exchange  rates   Rate  Match  Technology   Promofons  on  OTA  (allowed  by  hotels)   not  replicated  on  Direct  Channel   Replicate  any  offer/promofon  on  direct  channel  *   Wholesalers  /  Bed  Banks     reselling  to  unknown  3rd  parfes   Review  or  cancel  contracts  *     Discount  on  margins  by  OTA  on  net  rates   Don’t  give  OTA  net  rates  when  possible*   Geolocated  promofons  by  OTA   Replicate  on  your  booking  engine  *   Offers  for  Registerd  OTA  users  only   Do  not  agree  to  this  kind  of  offers   *All  this  problems  can  be  automafcally  resolved  by  Rate  Match  Technology  
  18. 18. Take  away   boast  direct  reservaVons  using  the  right  strategy •  Always  mantain  a  rate  integrity  approach   •  Review  your  distribufon  contracts  and  renegofate  when  necessary     •  Discounfng  too  much  can  hurt  your  revenue  and  don’t  make  sense   •  Target  your  promofon  by  LOS,  Guest  Country,  Returning  Guests,   Booking  Window,  Channel,  Device   •  Offer  (real)  benefits  for  direct  reservafons  and  display  them  during   the  booking  process   •  Choose  the  right  technology  partner    J  
  19. 19. QuesVons? Meet  us  @  our  booth   Stay  informed!  Keep  reading   Take  a  tour  of  our  brand  new  Rate  Match  technology   and  boost  your  direct  reserva7on  up  to  34%    

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