Hyatt Hotels: A Vision for E-Commerce and Online Travel Innovation
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Transcript of Hyatt Hotels: A Vision for E-Commerce and Online Travel Innovation
Bill Bernahl Vice President E-Commerce Hyatt Hotels & Resorts. Ignite 2010
Any opinions expressed during this presentation are mine and not necessarily those of Hyatt
Forward-Looking Statements Statements in this presentation, which are not historical facts, are “forward-looking” statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements include statements about our plans, strategies, financial performance, prospects or future events and involve known and unknown risks that are difficult to predict. As a result, our actual results, performance or achievements may differ materially from those expressed or implied by these forward-looking statements. In some cases, you can identify forward-looking statements by the use of words such as “may,” “could,” “expect,” “intend,” “plan,” “seek,” “anticipate,” “believe,” “estimate,” “predict,” “potential,” “continue,” “likely,” “will,” “would” and variations of these terms and similar expressions, or the negative of these terms or similar expressions. Such forward-looking statements are necessarily based upon estimates and assumptions that, while considered reasonable by us and our management, are inherently uncertain. Factors that may cause actual results to differ materially from current expectations include, among others, the depth and duration of the current economic downturn; levels of spending in the business, travel and leisure industries as well as consumer confidence; declines in occupancy and average daily rate; hostilities, including future terrorist attacks, or fear of hostilities that affect travel; travel-related accidents; changes in the tastes and preferences of our customers; relationships with associates and labor unions and changes in labor law; the financial condition of, and our relationships with, third-party property owners, franchisees and hospitality venture partners; risk associated with potential acquisitions and dispositions and the introduction of new brand concepts; changes in the competitive environment in our industry and the markets where we operate; outcomes of legal proceedings; changes in federal, state, local or foreign tax law; fluctuations in currency exchange rates; general volatility of the capital markets and our ability to access the capital markets. A more complete description of these risks and uncertainties can be found in our filings with the U.S. Securities and Exchange Commission, including our Annual Report on Form 10-K. We caution you not to place undue reliance on any forward-looking statements, which are made as of the date of this presentation. We undertake no obligation to update publicly any of these forward-looking statements to reflect actual results, new information or future events, changes in assumptions or changes in other factors affecting forward-looking statements, except to the extent required by applicable laws. If we update one or more forward-looking statements, no inference should be drawn that we will make additional updates with respect to those or other forward-looking statements.
Play “Hyatt You’re More than Welcome” 1:00
http://www.youtube.com/watch?v=HoeAwOzR1f4
445 Hotels / Resorts
>80,000 Associates
45 Countries
Park Hyatt
Andaz
Hyatt Regency
Hyatt
Hyatt Place
Hyatt Summerfield Suites
Hyatt Vacation Clubs
>600 Sites 10 Languages Hotels
Brands
Restaurants
Spas
Golf
Destinations
Regions
Renovation
Press Room
Investor Relations
Blog
…
A Property Site Hundreds of pages
Hyatt Editor – Homegrown Content Manager >400 hotels, 10 Languages
Infrastructure
Hosted at AT&T
2 Datacenters
Virtualized Linux running on Intel processors
Apache, Jboss, ATG, Endeca, Oracle, Day
E-Commerce Vision
Best for Customers Terms
– Lowest prices, guaranteed – No booking fees – Loyalty benefits – Policies (refunds, changes, …)
Content / features Experience / Convenience
Best for Hyatt Most efficient channel
Increased revenue generation Increased customer engagement through personalization
Experience supports building brand preference
Establish Hyatt’s global online properties as the best places to plan, purchase and manage hospitality and travel services with Hyatt
Online Travel US / Europe Maturing, Developing World Accelerating
US total travel market >$280b
More than 50% of all bookings now booked online
Leisure and Unmanaged Business Travel Online
US >$90b, 5% growth
Europe >$70b, 7% growth
ASPAC >$40b, 20-25% growth
EVERYONE’S ONLINE EVERYONE’S MOBILE�
“Cyberspace, not so long ago, was a specific elsewhere, one we visited periodically, peering into it from the familiar physical world. Now cyberspace has everted. Turned itself inside out. Colonized the physical.” - William Gibson, NYT 8/31/2010
Strong Internet Growth Continues
2,000,000,000 Internet Users
29% of the population is online
Penetration by country US 77% Europe 58% Asia 21% Africa 11%
Mobile Internet Growth Even More Astounding
Mobile phones in use = 60% of the world population
More than 780mm mobile phones in China 1/3 internet devices
Mobile internet growing faster than desktop internet
3G+ population penetration projected to exceed 45% by 2015
THE SITE IS THE NETWORK�
RATE OF CHANGE ACCELERATING�
Days to Reach 1,000,000 Units Sold
360 74 28 3
Cummulative iPhone Apps Downloads Projected to Exceed Song Downloads by End of 2010
Play “Hyatt Apple iPad Video” 2:49
http://www.youtube.com/watch?v=gmNSACEntSs
CONTENT MANAGEMENT�
2010 Goal: Acquire and Deploy Web Content Management System
Key criteria Flexible content support Strong international support Configurable workflow Open content access Easy to learn / use Innovative company
Approach Roll out marketing microsites in 2010 Roll out a brand site in 2010 Address brand / property sites in 2011
Web Content Management System Selection Process Kickoff to Contract: 12 weeks!
Engaged SapientNitro Content Management Practice Reviewed Research / Conducted Market Scan Developed Short List Vendor Presentations / Scorecards 2 Day onsite POCs Reference / Analyst Checks Final Selection
Initial Project: Digital Press Room
5 Week “quick strike”
Simple single site / workflow model
Moved existing site with limited changes
Hosted in Amazon cloud
Joint Day / SapientNitro effort
Corporate Blog
New corporate blog
Basic site Reverse
publication Hosted in
Cloud SapientNitro
Hyatt Place Property Internet Pages
Replace and enhance existing iGoogle capability
>100 single page sites
Widgets Hosted in
Amazon cloud SapientNitro/
Day
Premier Restaurant Templates
Template for multi-outlet restaurants
Property / Corporate workflow
Hosted in Amazon cloud
HeadStand Media
Hyatt Vacation Club Redesign
Brand site build out
Substantial content but no significant dynamic content
Significant multimedia elements
Hosted in Cloud
SapientNitro
Day CQ5 – Coming Up
2010 Destination pages Custom landing pages Content source for property specific mobile content
2011 Migrate Brand sites Integration with ATG for dynamic content Move hosting from cloud to AT&T Migrate existing custom sites (Restaurants, Catering, …)
Lessons Learned / Observations
The “Start Simple / Move Fast” approach worked for us Allowed Hyatt and SapientNitro team to learn system progressively Projects delivered on schedule!
Leveraging the Amazon Cloud a major success Get the templates right early in the project! Would have accelerated staff training Weigh “Out of the Box” components against more customized solutions. Custom rather than OOTB components may provide more flexibility and scalability longer term.