fredéric toitot - hsmai europe
TRANSCRIPT
DORM for President – Revenue Management Professionals becoming Data Scientists and Marketing Evangelists. Frédéric Toitot, Director RM Programs & Careers, Global RM & Pricing, Accor
HSMAI CONFERENCE, LONDON 24th February 2015
3
48 % 50 %
2 %
Fundamentally different Rather Different The same
98% believe that the job of RM will substantially differ between today and 2020
% of answers to the question: « How do you see the job of a Revenue Manager between today and 2020?” (44 respondents)
4
Revenue Management will be substantially impacted by the strong development of technology and the emergence of big data
What about the RM roles ?
5
60% rank technology has the driving factor of change in the future RM role
2%
3%
10%
11%
12%
25% 35%
More educated and experience Revenue Managers on the market
Accor Organiza?onal changes
Economic Trend and Market Varia?on
Growing RM Culture in hospitality
Clients evolving behavior
Technology leap (emergence of big data)
Technology leap (emergence of mul?ple travel/pricing actors and solu?ons on the
% of answers to ranks 1 and 2 to the question: « According to you, what is/will be driving that change in the RM Job? ( Rank by importance, 1 being the most important)” (44 respondents)
7
50% believe Accor RM are especially lacking forecasting and analytical skills
25% 25%
21%
13% 11%
4%
Fore
ca
stin
g, p
ricin
g,
cha
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Da
ta a
naly
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sta
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Ma
rke
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nviro
nme
nt
Exp
erie
nce
e
xpo
sure
Pro
Eng
lish
XLS
% of answers to ranks 1 and 2 to the question: « In general, what are the main competencies you think Revenue Managers are lacking the most today at Accor and that they should master in the coming years? Rank the items (1 being the competency RM are lacking the most today)” (44 respondents)
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A new set of competencies is required to perform in Revenue Management
Profiling and casting The 2020 RM usual suspects
40%
25%
24%
11%
The YIELDER The HOTELIER The STATISTICIAN The MANAGER
9
Revenue Manager remains a specialist job but more and more looking for data experts
% of answers to ranks 1 and 2 to the question: « If we had to hire tomorrow a Revenue Manager in a strategic Accor hotel, which of the following profiles would you advise us to select in priority? Rank the profiles (1 being the top priority)” (44 respondents)
10
New skills & competencies
have to be developed
through modern, up to date and in-
depth training courses
11
38% consider forecasting and pricing as the key concepts to master to make Accor
RM outstanding professionals in 2020
Communica2on and presenta2on skills
Data analy2cs and applied sta2s2cs
E-‐distribu2on & channel management
In-‐depth revenue forecas2ng and pricing
14%
19%
30%
38%
% of answers to ranks 1 and 2 to the question: « According to you, among the following training courses, which ones do you think will make a difference (period 2015-20) for Accor RM to be recognized as outstanding pro? Rank the items by importance (1 being the most important))” (44 respondents)
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In your own words… the new face of the Revenue Manager 2020
Answer to the question: « If you had to define the Hotel Revenue Manager 2020, which key words would you spontaneously propose? You may write below up to 5 key words. (44 respondents)