1. Strategic Revenue Management
. . .
Leveraging the Online Channels
Michelle Best Rosinsky
Senior Manager, Hotwire
Expedia® Partner Services Group
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2. Why Revenue Management is more important than ever
Online Distribution Strategy Matrix
Tips to Build Your Online Strategy
AGENDA
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3. IRELAND HOTEL HEADWINDS
1. Weakening external and domestic demand
2. Unfavourable foreign exchange movements
3. Overcapacity
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4. STRATEGIC OPPORTUNITY TO GROW REVPAR
Ireland ADR and Occupancy 2004-2011 YTD through August
Source: Horwath Bastow Charleton
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5. STRATEGY MATRIX
Price
Booking Window
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6. TIPS TO BUILD YOUR STRATEGY
1. Build an international strategy
2. Play the booking curve
3. Plan to fill your gaps
4. Leverage opaque channels
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7. Build an international
STRATEGY
TIP 1
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8. ONLINE CHANNELS PROVIDE INTERNATIONAL REACH…
New
A Presence Local Demand
Around the Multiple
Language Currency to Your
World Translation Hotel
Support
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9. 9.0%
China
… AND OPPPORTUNITY 8.3%
India
2.6% 2.8%
Canada
1.8% 1.8%
US
1.6% Germany UK
1.4% France
0.9%
Italy
Japan
World economies are rebounding
at different rates
Source: European Tourism 2010, Trends and Prospects, Q3/2010, European Travel Commission
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10. SAME HOTEL,
DIFFERENT SITES
Expedia.com
You can optimize your
RevPAR through a
targeted international
strategy
Expedia.co.jp
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11. Develop an international
strategy that meets your needs
TIP 1
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12. Play the
booking
TIP 2
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13. AN UNMANAGED BOOKING CURVE FORCES ADR DOWN
Day of Arrival
ADR €€€
€€
€
LOS 3.0
2
1.5
Share
of
Rooms 26% 31% 43%
> 1 month 1 week - 1 month < 1 week
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14. 3. YIELD RATES UP
2 .OPTIMIZE RATES/OCCUPANCY
1. BUILD YOUR BASE
Day of Arrival
> 1 month 1 week - 1 month < 1 week
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15. 3. YIELD RATES UP
2 .OPTIMIZE RATES/OCCUPANCY
1. BUILD YOUR BASE
Day of Arrival
RevPAR
ADR
LOS
Share
of
Rooms 26% 31% 43%
> 1 month 1 week - 1 month < 1 week
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16. Develop your own high yield
strategy based to maximize the
booking curve
TIP 2
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17. Fill the
GAPS
TIP 3
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18. Sundays Christmas
Cancellations
Month End
Push
Group Wash
Short Lengths
of Stays
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19. BE SURGICAL AND TARGET NEEDS
Weekend Promotion
Christmas Value Adds
Packages Base Business
Opaque Last Minute
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20. Have a 365 day strategy
and target your need periods to
maximize revenue
TIP 3
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21. Leverage
OPAQUE
TIP 4
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22. BUNDLED BOOKINGS ARE VALUABLE
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23. 2x longer stays
Length of Stay
23 days further out
Booking window
$23 ADR premium
Higher ADR
40% less likely to cancel
Cancel less
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24. TRUE OPAQUE CHANNELS DRIVE LAST MINUTE DEMAND
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25. OPAQUE STRATEGIES
Replace last-minute
group wash and
cancellations
Build a non- Fill holes in weekly
refundable base stay patterns
months out
Secure low season Generate business
sales without after a re-flag,
advertising low renovation or new
rates opening
Build incremental
visitors to the hotel

26. Use packages to build your base
Use opaque to sell your last rooms
Day of Arrival
Package Opaque
Booking Window
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27. Include bundled and pure
opaque channels in your strategy
TIP 4
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28. 1. Build an international strategy
2. Play the booking curve
3. Plan to fill your gaps
4. Leverage opaque channels
Expedia ® Partner Services Gro

29. . . .
THANK YOU
Go raibh maith agat
Michelle Best Rosinsky
MRosinsky@Hotwire.com
© Expedia Inc. Confidential and proprietary. All rights reserved.