BTO 2015 - Until it sleeps - Ecaterina Paun

Until it sleeps

1

Ecaterina Paun protel hotelsoftware GmbH

Head of User Experience

#BTO2015 @buytourism @katePfau

2

#1


You labelled me

3 #BTO2015 @buytourism @katePfau

4

Small or Big Individual or Group Family or Business Spa or Sport or City or … Hotel or Hostel or Villa or ... .de or .uk or .it or …

Hotels are different


…but they all want

More revenue Less commissions

More data



#2

I'll label you



Travelers are different

Single or Family Business or Leisure Relaxed or AcSve Young or Mature or Senior UK or RU or US or … = different preferences

…but they all want



#3

So I dub thee unforgiven


Booking is geZng considerably more complex And more expensive

Data in the travel industry is exploding. The way that users are engaging with the Internet changing

We are moving from a single device pull world to a mulS-‐device push world


Technologically speaking



for Forbes, Steve Peterson, IBM Ins8tute for Business Value

“… but most of the Sme I prefer my travel experience the way I like my morning coffee: consistent, effortless, and predictable ”

Psychologically speaking

“95% of Guests believe hotels will look to new tech to really personalize customer experience” #IHTF2015, Jeremy Ward, Chief Opera8ng Officer, iRiS SoNware Systems Ltd


Marc Rosenberg, president STRATACONNEX

“In airlines, I charge a low price and then charge up. In hotels, I pay the lowest price and get everything. Where’s the logic in that? ”

Logically speaking


Bonnie Buckhiester, president and CEO of Buckhiester Management,

“We have to move away from the room-‐centric approach … It’s not all about rooms. ”

Economcally speaking

“The industry is moving from a focus on RevPAR to profitability metrics.” Sanjay Nagalia, co-‐founder IDeaS

“Instead of opSmizing for revenue, a hotel needs to opSmize for profit” Amar Duggasani, Chief strategy officer, Rainmaker


2015


Sebas8en Gibergues, Head of leisure online and travel, Amadeus IT Group

“Merchandising in the travel industry is fast becoming a mandate for all players in the supply chain. Airlines are implemenSng, online travel agencies (OTAs) are adopSng and travelers are benefiSng. By all measures, you could call 2015 the year of adopSon for merchandising.”

2015 the year of adoption for merchandising

beware, there’s things inside without a care



Ancillaries

Exit: night Enter: light

Take my hand We're off to never never land


1. New & old ancillary revenue on hotels’ doorsteps 2. AdopSon 3. AnalyScs 4. Best pracSces

#BTO2015 @buytourism @katePfau 22

>

Food and beverage Room services Room upgrades Spa & Beauty Sports and health faciliSes Retail Tours, experiences and packages TransportaSon services MeeSngs, IncenSves, Conferencing, and ExhibiSons (MICE) Custom, hotel-‐by-‐hotel services & experiences


New & old ancillary revenue on hotels’ doorsteps

Food and beverage RomanSc dinner/lunch Breakfast/Coffee/Aqernoon tea/Cocktail not included into the room price Midnight snack All-‐inclusive, demi-‐pension Self-‐service bars and vending machines

Room services

In-‐room borle of wine/alcoholic drinks/basket of fruits/etc, WiFi In-‐room entertainment Laundry and same-‐day dry cleaning services Upgraded beauty products such as name-‐brand shampoo, condiSoner, oils and cleansers; Affordable Minibars


Ancillary services & products

Room upgrades

Spa& Beauty Spa treatments, Massages and facials; Hair /beard/nails salon

Sports and health faciliSes Golf, Fitness Sport equipment/faciliSes (ski equipment, ski passes, tennis rentals, bikes, Segway, etc) Personal trainers

Retail



Tours, experiences and packages Guided tours & acSviSes Event Sckets

TransportaSon services

Car rentals Pick-‐up service Parking

MeeSngs, IncenSves, Conferencing, and ExhibiSons (MICE)



Hotel in Ljubljana: Personal shopper Shopping adviser 1-‐day shopping experience: personal shopper, car & driver & …

Sea-‐side /Beach

Instant photo Sand & water equipment for children

Baby & Child care


Ancillary services by hotel

<


Adoption

Good day to be alive sir



Detour: Airline Ancillary Revenue

2015, SkiN / IdeaWorks Company


Detour: Airline Ancillary Revenue

Ancillary revenue : 34.9% of total revenue Ancillary revenue / passenger USD33.41

Luggage (hand luggage, too) Seats Priority boarding Food & Beverages Desk check-‐in Flex Transport Merchandiser

Wizz Discount Club (2 /5) Wizz Privilege Pass

Give me fuel Give me fire

Give me that which I desire



2013, SkiN / Monetate


2013, SkiN / Monetate

Segmentation

10% -‐ 20% of travelers are not at all interested in purchasing ancillary products 83% of millennials value personalizaSon For 85% of travelers a customized iSnerary is far more appealing than a pre-‐packaged one Luxury travelers make up to 18 purchases prior to a trip at an average spend per purchase of $184.55

  95% of guests believe hotels will look to new tech to really personalize customer experience


And it feels right this Sme



OTAs

Turn around, found new high lights


Trends in hotel ancillary revenue

% of hotels that make up to 10% of revenue derived from ancillaries? 40%

% of hotels that make up to 25% of revenue derived from ancillaries?

65%

? EURO /bed in ancillary revenue is earned by an average establishment 200 Euro




6%

15%

19%

25%

29%

6%

% of total revenue is derived from ancillaries

0-‐2% 2-‐5% 5-‐10% 10-‐25% 25-‐50% 50% +


% of revenue managers looking to invest into ancillaries during 2015: 57% +

% of revenue managers not interested to invest into ancillaries during 2015:

12% +




2% 11%

30%

41%

16%

“We will increase our investment into ancillaries in the next 12 months.”

Disagree strongly Disagree

Neither agree nor disagree Agree

Strongly agree


% of revenue from bed sales? 78%

% of revenue from food and beverage?

16% % of revenue from remaining ancillaries?

6%




78%

16%

6%

Sources of revenue /average establishment

Bed Food & Beverages Other


Careful what you wish Careful what you say

Careful what you wish, you just might get it

When to sell ancillaries?


When to sell ancillaries?


<


Analytics


I'm your truth, telling lies I'm your reasoned alibis

I'm inside open your eyes Sad but true


Customer & revenue analyScs

Guest profile data

Guest’s preferences

Loyalty membership

ReservaSons

Data

Monitoring ancillary parerns Does your the PMS/RMS track ancillary services/products? Do you collect data related to ancillary spend?

What kind of product is being consumed The way it is being consumed Frequency, pace, price

Staffing Are you able to provide the services pushed through sales?

MarkeSng AdverSsement IncenSves Metrics


& Learning

We need the data to make decisions

Innovate in collecSng the data Consider progressive data gathering Data from loyalty program memberships Provide guests with bonus points

OpSmizaSon on ancillary offers is not automated (yet)

Start with fixed prices A/B tesSng

Consider ancillary sales as entry point for selling the room?


<


Best practices


Speak the words I want to hear, to make my demons run

Maximizing revenue from ancillary services

Sell ancillaries on direct booking Creates a personalized shopping experience

OpSmize ancillary sales to reclaim traffic from OTAs

Use data generated by booking with an OTA to cross-‐sell ancillaries (email, phone) Use data gathered aqer 1st stay (OTA-‐driven) to create brand loyalty

Use mobile friendly websites Avoid price manipulaSon based on device/screen detecSon

Train staff accordingly

Use social media to distribute last-‐minute ancillary offers

Beware of overcharging for essenSal items – like WiFi and minibars


Maximizing food and beverage revenue

Correlate restaurants & bars prices with rooms prices

Be consistent: quality of services = rooms quality

Theme hotel?

OpSmize menus: high-‐season prices vs low-‐season prices

Know your local market

Affordable minibars


Maximizing spa revenue

Luxury Do not offer discounts (not even in low-‐seasons) ? Increase price in high-‐season

Dynamic pricing – the treatments with the highest profit margins are being offered during peak hours

Consider in-‐room treatments for low profit margins treatments to keep your treatment rooms free for high-‐profit treatments


Maximizing event revenue

Know your Revenue Per Available Square Foot ?

Calculate your revenue from renSng the space

Calculate your ancillary revenue from: Food & beverage Rooms sold Spa & wellness sold Pickup/parking sold


Maximizing revenue from tours & experiences

Commissions generated by Cross-‐selling services from an extern Cross-‐selling local experiences (trip4real.com, etc)

NegoSate at least 24h cancellaSon

Recommend & sell only services from quality providers

Target millennials first (82% parScipated in a live experience in 2014)


<


Takeaways

Takeaways

Room-‐centric approach => HolisSc approach (managing inventories)

Ancillary = Transparency

Ancillary = PersonalizaSon

Ancillary = Experience

People remember great experiences more than they remember great savings over Sme



Wherever I may roam The memory remains

& Nothing else matters

Thank you!


Ecaterina Paun @katepfau

linkedin.com/in/katepfau

Enumerative bibliography

10 recommendaSons to get hotel ancillary revenues rolling in 2015 eyefortravel.com 2014 Airline Ancillary Revenue AcSvity Surpasses $38 Billion, Up Nearly 21 Percent IdeaWorks/cartrawler American Express Survey Finds Travelers Want High-‐Tech, High-‐Touch travelpulse.com Ancillary revenue report series 2012 Amadeus Ancillary revenues in some sectors of the tourist industry Renata Imbruglia, Sapienza Università di Roma Ancillary Revenues in the Airline Industry: Impacts on Revenue Management and DistribuSon Systems Eric Hao, B.S., University of California, Berkeley Ancillary Revenues in the Hospitality Industry eyefortravel.com Beyond Rooms and Rates: Packaging and PromoSng Ancillary Revenue Streams hotelexecuSve.com Cross-‐Sell Your Way To Profit Amadeus Discovering new ancillary revenue on hotels’ doorsteps hospitalitynet.org


Enumerative bibliography

Fear, loathing, and category killers: A chat about hotel distribuSon and merchandising tnooz.com Hotel Ancillary Revenue in Europe phocuswright.com Hotel ancillary revenue model quesSoned hotelnewsnow.com HOTELS MUST CREATE MORE ANCILLARY PRODUCTS TO MAXIMIZE REVENUE GROWTH VIA @HOTELMARKETING & @PHOCUSWRIGHT jlnpr.wordpress.com How to Arract the Millennial Hotel Guest skiq.com How to EsSmate Ancillary Revenue for a Hotel smallbusiness.chron.com trip4real.com Interview: Preferred Hotel Group CEO on AdapSng to Consumer Habits skiq.com The drive to merchandise: now is the Sme for online travel agencies tnooz.com Top 10 Things You Need to Know About Ancillary Revenue and Airlines IdeaWorks/cartrawler Youth travel beginning to bed down ancillary sale tnooz.com


Marketing

BTO 2015 - Until it sleeps - Ecaterina Paun