2015 HSMAI ROC LONDON, UK DORM FOR PRESIDENT

THE EVOLUTION

REVENUE MANAGEMENT: THE CHANGING LANDSCAPE

Segmentation

Marketing

Touch Points

Historical Patterns

Transparency

Perceived Value

Communication

Peer Reviews

Stay Detail /

Spending Habits

Booking Patterns

Value Proposition

Manual Process?

Automation?

Social Media

Loyalty Programs

Competition Tactical

Changes

Point Programs

Channel Management

Measurements

PPC &

SEO OTA

Experts

Business Processes

REVENUE MANAGEMENT: THE CHANGING LANDSCAPE

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DIGITAL MARKETING

COMPANIES IN THE GAME We  need  to  reach  consumers  at  all  stages  –  from  travel  inspira6on,  to  research,  to  purchase..  

$345 B $11.1 B

$7.1 B

EXAMPLE OF CUSTOMER PATH

•  Working as a team to achieve goals •  Both disciplines needs to be aligned and have strong communication •  Focus on same end goal •  Define optimal mix •  Use data driven information to determine appropriate sales driven efforts •  Evaluate

CHANGING ROLES OF REVENUE AND SALES

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GM

DOS DORM

FUTURE OF REVENUE

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GM

Revenue Strategy

Sales Marketing Front Office Spa Restaurant

CEO

Chief Revenue Officer

Sales Marketing Operations? Restaurants,

Bars, Nightlife?

Hotel Level Organization Level

THANK YOU

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