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DRIVING SUCCESS THROUGH DATA
COLLABORATION IN HOSPITALITY
INDUSTRY
SHARED
DATA
March 12, 2015
San Francisco | Chicago | Ne...
ABOUT THE SPEAKERS
Associate Vice President,
Royal Caribbean International
Cecilia Sanguinetti
CEO, Homestay
Alan Clarke
C...
THE DAY - SEPTEMBER 11, 2001
 Largest man made disaster in US history
 3000+ people died
 $10 billion loss of property
Could have been avoided by
appropriate sharing of intelligence
with various agencies
Major intelligence failure
WAS IT POS...
AGENCIES COMMISSIONED TOGETHER TO FORM
FUSION CENTERS
 State & Local Agencies Collaboration
 Intelligence Information Sh...
HOW DO FUSION CENTERS WORK?
Fusion
Center
1. Proactive Measures
2. Raise Alarms and
avoid threats
COLLABORATE INTEGRATE AC...
CASE STUDY
Business Problem
To develop an effective multi channel contact strategy
at a customer level
Emails
Contact
Center
Front
Se...
THREE DEPARTMENTS
WITH THREE DIFFERENT OBJECTIVES
Marketing
Operations
Revenue
Management
Department
Maximize guest
engage...
HOW DID THEY USE FUSION CENTER CONCEPT?
ActCollaborate Integrate
C I A
Cross Functional
Team
Cross Functional
Team
Shares customers likely
to respond to a
promotion
Forecasts occupancy for
prop...
Data across departments was brought together
HOW DID THEY USE FUSION CENTER CONCEPT?
1.Brand Engagement
2.Geography Prefer...
Right targeting led to an incremental revenue of $20MM
Marketing
Operations
Revenue
Management • Location – Boston
• Targe...
ALL THREE DEPARTMENTS
MET THEIR BUSINESS OBJECTIVES
Marketing
Operations
Revenue
Management
Department
Maximize guest
enga...
DID THE FUSION CENTER CONCEPT WORK FOR
ANY OTHER HOSPITALITY COMPANY?
• Bringing 360 degree view of the customer with fron...
DISCUSSION
Associate Vice President,
Royal Caribbean International
Cecilia Sanguinetti
CEO, Homestay
Alan Clarke
CEO, Abso...
Q&A
www.absolutdata.com
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Shared Data - Assured Success

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Driving success through data collaboration in hospitality industry

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Shared Data - Assured Success

  1. 1. DRIVING SUCCESS THROUGH DATA COLLABORATION IN HOSPITALITY INDUSTRY SHARED DATA March 12, 2015 San Francisco | Chicago | New York | London | Dubai | New Delhi | Bangalore | Singapore
  2. 2. ABOUT THE SPEAKERS Associate Vice President, Royal Caribbean International Cecilia Sanguinetti CEO, Homestay Alan Clarke CEO, Absolutdata Anil Kaul
  3. 3. THE DAY - SEPTEMBER 11, 2001  Largest man made disaster in US history  3000+ people died  $10 billion loss of property
  4. 4. Could have been avoided by appropriate sharing of intelligence with various agencies Major intelligence failure WAS IT POSSIBLE TO AVOID 9/11?
  5. 5. AGENCIES COMMISSIONED TOGETHER TO FORM FUSION CENTERS  State & Local Agencies Collaboration  Intelligence Information Sharing Center  Drives for American City safety
  6. 6. HOW DO FUSION CENTERS WORK? Fusion Center 1. Proactive Measures 2. Raise Alarms and avoid threats COLLABORATE INTEGRATE ACT C I A
  7. 7. CASE STUDY
  8. 8. Business Problem To develop an effective multi channel contact strategy at a customer level Emails Contact Center Front Service Desk Direct Mail Brand.com
  9. 9. THREE DEPARTMENTS WITH THREE DIFFERENT OBJECTIVES Marketing Operations Revenue Management Department Maximize guest engagement Maximize guest satisfaction Maximize revenue • Optimize guest contact for maximizing ROI on marketing spend • Improve service quality • Drive Up Sell, Cross Sell • Accurate forecasting of occupancy and revenue • Optimal pricing Business Objectives
  10. 10. HOW DID THEY USE FUSION CENTER CONCEPT? ActCollaborate Integrate C I A
  11. 11. Cross Functional Team Cross Functional Team Shares customers likely to respond to a promotion Forecasts occupancy for properties Identify customers likely to be delighted with property services HOW DID THEY USE FUSION CENTER CONCEPT? ActCollaborate Integrate
  12. 12. Data across departments was brought together HOW DID THEY USE FUSION CENTER CONCEPT? 1.Brand Engagement 2.Geography Preference 3.Offer Response 1.Service Preferences 2.Satisfaction Scores 1.Regional Occupancy Forecast 2.Regional Pricing ActCollaborate Integrate
  13. 13. Right targeting led to an incremental revenue of $20MM Marketing Operations Revenue Management • Location – Boston • Target Property – Hotel ABC • Incentive – 100 Air Miles Offer Optimizer Best Offer • Right Customer • Right Offer • Right Channel HOW DID THEY USE FUSION CENTER CONCEPT? ActCollaborate Integrate
  14. 14. ALL THREE DEPARTMENTS MET THEIR BUSINESS OBJECTIVES Marketing Operations Revenue Management Department Maximize guest engagement Maximize guest satisfaction Maximize revenue Business Objectives
  15. 15. DID THE FUSION CENTER CONCEPT WORK FOR ANY OTHER HOSPITALITY COMPANY? • Bringing 360 degree view of the customer with front line agents • Collaborating across departments to focus on loyalty satisfaction • Collaboration across departments to assess reasons for falling satisfaction scores • Impact of various factors into falling guest satisfaction scores & suitable corrective actions proposed
  16. 16. DISCUSSION Associate Vice President, Royal Caribbean International Cecilia Sanguinetti CEO, Homestay Alan Clarke CEO, Absolutdata Anil Kaul
  17. 17. Q&A
  18. 18. www.absolutdata.com

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