EAN Partner Summit 2011: The Right Hotel Formula
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Christopher Michau from Expedia's Partner Services Group presents at the EAN Partner Summit 2011 on Expedia's progress in its lodging offerings.
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EAN Partner Summit 2011: The Right Hotel Formula
- 1. The Right Hotel Formula Christopher Michau © Expedia Inc. Confidential and proprietary. All rights reserved. 1
- 2. ~750,000 Hotels Worldwide © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 2
- 3. $127,700,000,000 USA Lodging $ales in 2010 © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 3
- 5. Demand is Coming Back! © Expedia Inc. Confidential and proprietary. All rights reserved. 5
- 6. 2011 2012 © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 6
- 7. How do we tackle the hotel business? © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 7
- 8. © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 8
- 9. Born and Raised in the Travel Industry © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 9
- 11. PSG Lodging Offices © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 11
- 12. Work closely with suppliers Public Partner Speaking Events Market Telephone Visits © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 12
- 14. The Expedia Hotel Portfolio © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 14
- 15. Hotels in the Store 144,000 Worldwide 25,000 42,000 15,000 Hotels GDS Chain Added YTD 77,000 Independent © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 15
- 16. Room Capacity in the Store 11.1 Million Rooms 1.4M GDS 5M Chain 4.7M Independent © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 16
- 17. That’s enough to sell out the Vdara…. for 150+ years
- 18. Quantity matters, but it’s really about Quality. © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 18
- 19. © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia Partner Services Group | 19
- 20. CLEAN HOUSE © Expedia Inc. Confidential and proprietary. All rights reserved. 20
- 21. Quality – Pictures are Important © Expedia, Inc. All rights reserved. Confidential and proprietary. Expedia Partner Services Group | 21
- 22. Quality- Amenities Matter 73% 50% 67% 60% 17% P 9% © Expedia Inc. Confidential and proprietary. All rights reserved. November 2011 March 2011 Expedia ® Partner Services Group | 22
- 23. Quality – We speak your language © Expedia, Inc. All rights reserved. Confidential and proprietary. Expedia Partner Services Group | 23
- 24. Quality – Promotions drive conversion 31% 39% 55% 62% YTD 2011, % Room Nights sold with a promo sticker © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 24
- 25. Quality – Promotions drive conversion © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 25
- 26. How are we improving our Supply? Expedia Partner Services Group | 26 26 Expedia ® Partner Services Group | © Expedia Inc. Confidential and proprietary. All rights reserved.
- 27. 27
- 28. ASSORTMENT + AVAILABILITY + RATES = PRODUCTION © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 28
- 29. ASSORTMENT 29
- 31. Great Hotel Availability of the time, we have equal or better availability than our competitors © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 31
- 32. $2.79 $2.44
- 33. RATES © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 33
- 34. Competitive Prices of the time, we have equal or lower prices than our competitors © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 34
- 35. How do we keep track? Expedia Partner Services Group | 35 35 Expedia ® Partner Services Group | © Expedia Inc. Confidential and proprietary. All rights reserved.
- 36. 200+ Regular Sites © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 36
- 37. Competitiveness Scores 3 Main Criteria Assortment Importance Do we have the Hotel? Competitor + Availability X Stay-Date Are the Best Rooms Available? + Hotel Rates Do we have the Best Rate? © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 37
- 39. Empowering our people to take action © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 39
- 41. Thank You! Christopher Michau Senior Director – Global Strategic Accounts © Expedia Inc. Confidential and proprietary. All rights reserved. 41
Hinweis der Redaktion
- USA – AHLA 2010 At-a-Glance Statistical Figures 51,015 properties* 4,801,890 guestrooms $127.7 billion in sales $56.47 revenue per available room (RevPAR) 57.6% average occupancy rate In 2010, the lodging industry generated $18.0 billion in pre-tax profits. Total industry revenue increased slightly to $127.7 billion in 2010, up from $127.2 billion in 2009. One Third of World's Travel Sales to be Booked Online by 2012
- And not only it’s big, it’s increasingSo we’got a massive business to tap into but what about online sales
- Phocuswright2011: Online Travel Market sizeLATAM: $11BEurope:$129BAPAC:$62B2012:Online market size and Online GrowthLATAM: $14B, YoY 29% growthEurope:$126B, 8%APAC:$71B, 14%So how do we tackle the hotel business to make it succesfull
- PartnershipThroughout the day we will be talking to you about how we can work together to create mutually beneficial relationships. Relationships that are strong enough to grow and expand well into the future. I am going to talk about Partnerships. Relationships built on our assets, brands & people
- In PSG we have 1,600 people dedicated to supply. That is 20% of the company, the majority of which are focused on the hotel business. Industry experts with travel experience. We negotiate the best deals with out partner hotels because we understand the business.We manage content in 33 different languages,
- We are located in 25 countries and 45 offices. We are local experts that know the markets that we negotiate rates and inventory with, and in many cases have even worked in these hotelsLocal market presenceLocal market managersGlobal best practice/experienceLocal expertiseDeep travel and online experienceThe hotels give us inventory because we provide the bestHigh personal serviceRevenue management adviceBusiness intelligenceInsightful reportingNeeds matching
- TALKING POINTS:# OF HOTELS EXPEDIA 144,000# OF HOTELS (OUR COMP INSIGHTS TEAM HAS 625K REGISTERED, PROBABLY ~20% ADDITIONAL NOT SO BEST APPROX. IS 750K)Average Hotel Size EXPEDIA : 80 ROOMS/HOTELExpedia stats:SPLIT BY # HOTELS: INDY 62%/ CHAIN 38%SPLIT BY ROOM CAPACITY: INDY 45%/ CHAIN 55%People (everywhere)From the Q3 Key Disclosures:Global. 100 localized sites in +60 countriesDiverse. 8,900 full and part-time employees worldwide, including eLong in ChinaTalking story:We have also invested in building a team of what we believe are some of the best people in the industry. Ourpeople are around the world are a diverse and unique group of people located in many cities around the world. From our largest offices of in Bellevue, Paris, Las Vegas and Dallas to 160 employees in virtual locations. We have people in Geneva, Sao Paulo, Istanbul and Tokyo Our brands are unique and operated by an equally diverse and unique group of people located in many cities around the world. From our largest offices of people in Bellevue, Paris, Las Vegas and Dallas to 160 employees in virtual locations. We have people in Geneva, Sao Paulo, Istanbul and TokyoExpedia:USCanadaAustraliaAustriaBelgiumDenmarkFranceGermanyUKIndiaIrelandItalyJapanMexicoNetherlandsNew ZealandNorwaySingaporeSpainSwedenBrazil *NEWPhilippines *NEWArgentina *NEW Venere: USACanadaMexicoIrelandUKPortugalSpainFranceGermanyItaly Hotwire: USACanadaUKIrelandQ3 added: Australia, Denmark, New Zealand, Norway and SwedenHotels.com:UKCanadaSwitzerlandSwedenSpainNorwayNetherlandsItalyIrelandGermanyFranceFinlandDenmarkBelgiumAustriaAustraliaTaiwanSouth AfricaSingaporePortugalPhillipinesNew ZealandMexicoKoreaJapanHong KongColombiaChinaBrazilVenezuelaIsraelChileArgentinaRussiaPloandTurkeyIcelandHungaryGreeceCzech RepublicUkraineSlovakiaLithuaniaLatviaEstoniaCroatiaThailandMalaysiaUruguaySurinamePeruParaguayPanamaNicaraguaIndiaHondurasGuyanaFrench GuyaneGuatemalaEl SalvadorEcuadorCosta RicaCanadaBoliviaBelize
- +15,000 hotels YTD 2011
- 11.1 Million rooms/day = 4 Billion annuallyNow with such a capacity, how much do we sell
- Feels good. Howeverr....
- Image source: wiki commons (freely licensed)c) Destination management with POS Coordinated one-destination-at-a-time approach SEM & SEO set upSupply acquisitionHotel/Market launchMarket optimizationConsolidate POSaProduct>hotels>get it rightSurfacingLocalizingAdvertisingDiscoverableKeywordsSEMLocal marketing
- The right hotels?The right content?The right rate plans?The right geography?The right localization?The right key words?The right landing pages?
- Boring. To make it a bit more lively let’s find a perfect : HawaiEarly 2011, global average # of hotels was 9… now it’s at 17Photos<From EPC> Hotels with at least 15 photos convert up to 3 times more room nights than hotels with fewer than 5 photosNext: amenities
- % of Properties with amenities indicated on the live siteGlobal March:Parking 9%Breakfast 60%Internet 50%Global November:Parking 17%Breakfast 67%Internet 73%These Amenities are only part of the content
- 36 translated, 22 spoken (call center)Localized ContentFor a consumer in BrazilLocalized content is key to conversation on INTL POS Room namesRoom level contentSpecial check-in instructionsHotel level promotional contentImage descriptionsHotel name and addressSource content in native languageNext: Quality
- YTD to Nov 25 2011GLOBALLY = 39%LATAM = 62%APAC =55%NORAM=39%EMEA=31%
- London: ExpensiveIt is key to have promotionsSo we have: deep content with tons of pixAmenitiesRight languagePromotionsNext: how do we keep improving
- http://www.hetemeel.com/einsteinform.php
- Next: once you have picked up your hotel
- YTD 2011 INVENTORY BML%’sNext: Price
- Going to Chicago after the holidays
- YTD 2011 INVENTORY BML%’s75% + 15% = 90%LOSS = 10%Next: how do we keep track
- Mr Einstein is back: so have you found the right Hotel Formula* Hire the Best People * Secure great inventory * Ensure competitive prices ** Work with great Affiliates **