E-Marketing and Revenue 2012 Management Aldona Kaczmarczyk Ratetiger Channel Management www.smarthero.eu

1. Changing world of channel
management
Aldona K, Sales Manager

2. Evolution of online distribution in travel
 Online travel bookings will make up nearly a third of worldwide
transaction by the end of 2012 (according to yStats.com)
 In 2011 global hotel revenue rose 18%, with nights stayed up 16%*
 74% of leisure and86% of business travellers use the Internet to
gather information before they book travel
 Online Channels have grown by 25% in the last four years
Social search for word of mouth, Multi-channel marketing is the norm…
*hotelmarketing.com

3. Are YOU in control of your revenue –
or are you too busy indulging the
market?

4. Question Time
 Where is your business coming
from?
 Who are your competitors and
how do you compare?
 Which channels are driving
business our way?
 What should be your pricing
strategy?
 How often should you update
your distribution channels?
 How do you monitor results?

5. Online distribution landscape
Social
Search Mobile
Sales
e-Commerce
Sales
S-Commerce

6. This is the new
…which is giving
sleepless nights……..

7. Facing a customer
 Who will visit22 websites during 9.5
sessions prior to booking
 Will check an OTA site 12 times, visit
7.5 pages each time, and spend almost
5 minutes before clicking the BOOK
button
 68% of them will rely on internet
especially when planning a leisure trip
 80% travellers research the venue
before booking …in other words, YOU are
always under scanner

8. Strategy has changed to…..
Focus on direct sales
Reducing commission
More importance to GDS
and working out with more
Travel Agents & consortia contracts

9. Who can bring business ?

10. What will bring business?
Your REPUTATION

11. To hit the Bull’s eye You must…
 Understand where the value of
Direct Bookings derive
 Know your market
 Have better and more flexible
contracts with OTAs
 Experiment with new and diverse
channels
 Install integrated and streamlined
technology to better manage your
online distribution
 Keep an eye on Mobile and Social
Media
 Manage Online Reputation to build
brand value and loyalty

12. What does about the Prague market?
 In 2011, Prague attracted 4.7 million visitors and was
named as the sixth most popular city in Europe.
 The main international source markets in 2011/2012 are
Germany ( 15%), Russia ( 9%) and UK ( 6%) .
Other important : Italy , the USA, France and Spain
Prague 4 and 5-Star Hotel Performance Indicators:
2011 2010 Variance
Rooms 68.4% 65.8% 2.6 pts
Occupancy (%)
Average Room 79.21 78.96 0.3%
Rate (€)
Rooms RevPAR 54.16 51.96 4.2%
(€)
Source : source: HVS ,Market Snapshot Czech Rep. May 2012 and HOTStats 2012

13. 9 Tips for Effective online distribution
1. Manage Rates Carefully
2. Do not ignore historical data
3. Invest in technology
Benchmarking
Channel Partner
Rates &
Inventory
4. Use effective channel partners
5. Think like a marketer
6. Automate allocation process
7. Experiment with different channels and segments GDS
8. Measure and scale your online activities
9. Always focus on a mutual win, build trust and loyalty

14. Gain full control over pricing, position & visibility
Rate Shopping, Channel Management, Revenue Optimisation and
Reputation Management solutions for hotels of all sizes
Hoteliers analyse market Quick & efficient Assess market competition Consolidate customer
positioning by comparing management of online and position, propose rates reviews from connected
competitor rate distribution channels and allows for the automatic review websites. Analyse,
information from through one easy to use update and monitoring of review and respond to
websites & hotel sites. interface. online distribution channels. customer feedback from a
single application.
Options
Allocation
Allocation Alert Distribution / Shopping Reports
Management / Split
 GDS shopping and distribution  Shopping Reports – Daily &
 Online advertising Weekly
 For low & sold out  Control of allocation  Extranet Reports – Arrival
across all chosen  Facebook booking engine
allocations reports for selected websites
websites
 Booking Reports – Created
bookings from selected websites

15. Thank You
Aldona Kaczmarczyk
US Sales Office: UK Sales Office:
eRevMax Inc. eRevMax Ltd.
37 North Orange Avenue, Suite 500 Monmouth House, 3rd Floor, 40 Artillery Lane
Orlando, Florida 32801, U.S.A London E1 7LS, United Kingdom
Tel: +1 (321) 251 6559 Tel: +44 (0) 20 7422 7528
Fax: +1 (321) 206 8630 Fax: +44 (0) 20 7657 4245
E-mail: usa@ratetiger.com E-mail: uk@ratetiger.com
Visit us at www.ratetiger.com

16. Kód | Code:
EMRM14