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