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People today expect to be connected always and everywhere; sometimes it’s hard to believe that there was a world before smartphones and Wi-Fi. In the time since Wi-Fi became ubiquitous in hotels, apartments, and public spaces, it has fueled the evolution of connectivity in a lot of ways. Just like Maslow’s hierarchy of needs, the most basic needs start at the bottom, and you can’t get to the next level without a strong foundation. 

By now, everyone is aware that hotel giant Marriott International announced on Friday a massive data breach that goes back more than four years and may have affected up to 500 million customers worldwide. 

After two years of preparation, the FlyZoo Hotel — a futuristic property that uses interactive technologies to do everything from greet guests to deliver room service — is ready for business. 

Mobile technology is fast becoming central to the entire travel experience. Consumers are increasingly using their smartphones to research trips, book accommodation, check in at the airport, and access their hotel room. But one of the next big roles mobile has to play in the travel process is mobile payment. The idea of an entirely cashless society might still seem some way off, but mobile payment is gaining popularity. As it becomes more widely used, its fast and frictionless nature will bring benefits before, during and after a trip. 

Digital marketing, also known as internet marketing, plays a significant role to boost hotel website traffic and online bookings. Recently, many big announcements were made in the digital industry, for example when Facebook introduced a new video format for marketers, or when Google announced a board core algorithm. If you are a new hotelier and want to stay ahead in the industry, then you should know what’s going on in the hotel digital marketing industry. 
 



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The Importance of Revenue Management at the Property Level

02/09/2015

The revenue management culture in a hotel is best built on exceptional interdepartmental communication. The revenue department’s drive and ownership of the message is key for the property’s revenue influencers to be well informed and make good decisions. 
 
The revenue strategy and subsequent results must be reiterated to all departments regularly – in numerical, graphical, verbal and demonstrative fashions – in whatever medium the audience will best receive and retain it. As market conditions change or the returns are not optimal, it becomes even more important to circle back and highlight a shift in strategy.  
 
Sales teams especially need to be cognizant of key need (or non-need) dates and ‘easy wins’ when evaluating opportunities to maximize their efforts. A low rate may not be so great when it comes over peak periods that would fill anyway – however the same low rate on a shoulder date can create a real 'win' for the hotel and client alike. The selling teams must have tools available to quickly qualify their leads and make good revenue decisions with confidence. 

In addition to layering in the bedroom sales, revenue opportunities continue at all points of guest interaction once they arrive at the hotel.  The front line staff should be armed with verbiage and items to upsell. These incremental sales are more than revenue but also the ability to enhance the guest experience – which they will hopefully share with friends and social media. 

Sophisticated revenue management systems, displacement tools and simple demand charts can each be used to demonstrate the impact of specific revenue opportunities or decisions. Broken down into familiar scenarios, each hotel department can clearly see the part they play in the property’s financial success – either closing a $25 room upgrade or a million dollar airline contract.  

As more revenue departments are now offsite covering multiple hotels, these discussions of ideas and strategies are more important than ever. The ‘hallway chats’ are now replaced with conference calls, instant messenger, text, email and a combination of many other methods. Whichever medium used, the aligning (and realigning) of successful strategies is the objective.  Effective revenue management deployment in the hotel always comes back to communication – with guests, clients, and most importantly, amongst colleagues. 

About The Author
Sarah Jones
Director of Revenue Management Services & Special Projects
Sceptre Hospitality Resources


Sarah Jones is the director of revenue management services and special projects for Sceptre Hospitality Resources (SHR).

 
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