(r)evolution - genesysdownload.co.ukgenesysdownload.co.uk/tti/1606_forum/neil_corr_ideas.pdf ·...
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(R)Evolution:
The Changing Landscape
of Revenue Management &
Distribution
TTI/ETOA London – June 7 2016
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Copyr i g ht © 2013, SAS Ins t i tu t e Inc . A l l r ights reser ve d .
Starting off on the right
path
Setting off on the right path
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Economic Outlook: Encouraging News
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This have always changed…….and fast!
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Revenue Management evolution
1990s 2000s 2010s
Yield
Management
Group
Displacement
Flexible
Retail Pricing
Price >
Value
‘Total’RMFlexible Rate
Contracting
BAR Derived
Rates“Big Data”
Rise of
Analytics
Rise of the OTAs
Breakdown of
Parity Rules
Meta Search
• Data Mining
• Machine Learning
• Text Analytics
• Digital
Intelligence
2020s
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Where Evolution meets Innovation…
Flexible
Retail Pricing
Total RM
Flexible Rate
Contracting
BAR Derived
Rates
“Big Data”
Rise of
Analytics
Best Available Rate Pricing
• Fold-in derivative rates
• Account for competition
• Account for Derived Rates in
Pricing
• Management of Rate
Availability
• Expanding into other
disciplines
• Rational and disciplined
approach
• Application of both
descriptive and predictive
analytics
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How is the established ‘mantra’ coping?
You’ve all heard this…
Right Product
Right Customer
Right Price Right Time
Right Channel
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The market is changing!
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What about consumer sentiment?
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How are we handling cost of acquisition?
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What about price optimisation?
Demand
+ Capacity
+ Price Elasticity
= Price Strategy
D C PE P
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The Big Data
Challenge
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Spreadsheet
Based Methods
Decision Support
Systems
Fully Integrated
Solutions
Timeline
Value Delivered
Multiple Data Sources
Extremely Labour Intensive
Quickly Out of Date
Manual attempt
to provide
“Support” to a
Business
Decision
“Recommendation” Output
High Level Analytics
Decision not factored
into Optimisation or
Forecast
ROI difficult to
validate
Controls
External Data Analysis
Daily Analytical Updates
Real Time Decisions
Real Time Optimization
Real Time Forecasting
Tackling the ‘Big Data Challenge’
How do we drive competitive advantage with data-driven decision making?
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More data demand = greater analytical
demand!
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Event &
Catering
ReputationRate
Shopping
STRDemand
Tracking
CRS/PMS
Next
Generation
Integration
(‘NGI’)
Weather?
Flight?
Other?
What data is going into the optimization process?
B&R
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PMS/CRS
Business
Intelligence
& Automated
Reporting
Revenue
Management
Sales &
Marketing
Decisions
Data
Sources and
Systems of
Record
Rate Shopping
& BenchmarkingSales &
Catering
Visual Analytics / BI Tool
Revenue Management System
(Rooms, Meetings & Events)
‘Big Data’ needs Actionable Insight
Online Rep Tool
Enhanced Data Visualization
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• Work towards full data-driven decision making with fully
integrated solutions
• How are we handling the volume, variety & velocity of big
data sources
• What is relevant data, what is ‘noisy’ data?
• Are we business-ready for enhanced data visualisation?
The Big Data Challenge:
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Holistic
Business
Optimisation
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“Understanding and improving each area of the Revenue
Management Cycle will allow you to target your growth
effectively”
S&M, Ops,
Finance,
Technology
Benchmarking &
Performance Monitoring
Systematic gathering of
historical and current market
trends, including competitor
data, channels etc
Effective use &
Communication of the data
collected in strategic
decision making decision
Unconstrained Demand
Forecast for RM purposes
Select the right piece
of business
Optimal Pricing
Approach
Data
Collection
Data
Analysis
Forecasting
Space
Management
Pricing
Reporting &
Impact
21
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Progressing towards holistic business
optimization
Business Opportunity
BAR/ Retail
Rates linked to BAR?
Accounting for:
fixed price rate demand
derived qualified rates
Revenue Optimization
Last Room Value:
Flexibility when managing
rate availability based on
value
What Group business
should be accepted and
at what price?
Group Pricing: Assess
profitability of enquiries
and price confidently
Lost revenue through
cancellations and no
Shows
Best Available Rate
Pricing:
By length of stay or by
day
Dynamic Overbooking:
Maximise utilization
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Holistic Business Optimization
Responding proportionately to all the business
challenges
Forecasting Total Unconstrained Demand by segment
Robust demand and market-relevant pricing decisions
Determining and achieving optimal business mix
Accounting for cancellations and no-shows
Dynamic evaluations of Group profitability
Managing an ever more complex distribution network
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• Assess our readiness through the ‘revenue management
cycle’
• Responding proportionately to all the business challenges
goes deeper than transient and OTA segments
• Optimize both pricing AND inventory together
• Seize the opportunity to maximize revenues across all
segments and all room types
Holistic Business Optimization:
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Driving Asset
Performance
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Driving asset performance with RM
capabilities
Are you effective in the application of revenue &
pricing optimization?
Financial
Assessment
Competitive
Assessment
Capability
Assessment
Revenue
Performance
Assessment
• ROI
• GOP / EBITDA
• Asset Value
• Year on year
growth
• Competitive
benchmarking
• RevPar / RGI
• Marketshare/ MPI
• Price-
positioning/ ARI
• People
• Process
• Technology
Total Revenue
Optimization
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Revenue Management in the Service Industry
Source: <The Strategic Levers of Yield Management> Sheryl E. Kimes Cornell University
Price
Fixed Variable
Duration
Predictable
Quadrant 1
Movies
Stadiums/Arenas
Quadrant 2
Hotel
Hostels
Airlines
Rental Cars
Cruise Lines
Unpredictable
Quadrant 3
Restaurants
Golf Courses
Quadrant 4
Continuing
Care
Hospitals
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Source: Sherri Kimes, Professor of Operations Management at Cornell University
Journey towards Total Revenue Performance
Greater profit optimization from property assets
28
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Focus on translating to Profit KPIs
Profit Per Available Room per Day
GOPpaR(D)
Profit Per Available Seat Hour
PROpaSH
Profit Per Available Space Time
PROpaST
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Today 2017 Plan Aspiration
Revenue
Aspirant
Revenue
Aware
Revenue
Informed
Revenue
Confident
Revenue
Innovative
People
Process
Tech
People
Process
Tech
People Process
Tech
Path to sustainable enterprise performance
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• Financial, Competitive & Capability assessment = path to
total revenue optimisation
• Move beyond guest-room RM and drive greater asset
profitability
• Tackle people, process and technology together, to reach
revenue innovation status
Sustainable enterprise performance:
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Win the Big Data
Challenge
Embrace Holistic
Business
Optimization
Drive asset
performance - go
Beyond guest-
rooms RM
Grow enterprise
performance with
innovative
people, process
& technology
capabilities
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© Copyright Integrated Decisions and Systems, Inc. (IDeaS – A SAS COMPANY)
www.ideas.com
Thank you!
Neil Corr, IDeaS
@NacorrNeil
uk.linkedin.com/in/neilcorr