TravelClick Webinar: How To Develop Competitive Intelligence

How to DevelopCompetitive Intelligence

Agenda.• Competitive Intelligence in the hospitality industry

• A quick look at trends

• Featured speakers• What data is available for hoteliers.• Your pricing model• Growth Opportunities• Insights across GDS channels• Tips & Tricks• Q&A

7/18/12 2

If you have ques-ons throughout the presenta-on please message them to the eventhost, we will have a Q&A session.

Highlights | Republican and Democratic National Conventions

7/18/12 3

Date2012

Committedoccupancy

2011CommittedOccupancy

Variancebetween 2011

and 2012

Sun Sep-02-2012 93.8% 16.1% +483.7%

Mon Sep-03-2012 96.8% 7.0% +1290.5%

Tue Sep-04-2012 97.0% 9.4% +937.6%

Wed Sep-05-2012 96.9% 13.2% +635.3%

Thu Sep-06-2012 95.7% 34.7% +175.6%

Fri Sep-07-2012 49.9% 44.6% +11.9%

Totals 88.4% 20.8% +324.6%

Date2012

Committedoccupancy


Variancebetween 2011

and 2012

Sun Aug-26-2012 86.0% 10.6% +710.9%

Mon Aug-27-2012 86.5% 12.5% +591.1%

Tue Aug-28-2012 86.4% 12.8% +574.1%

Wed Aug-29-2012 85.8% 12.3% +596.3%

Thu Aug-30-2012 85.1% 11.6% +631.8%

Fri Aug-31-2012 66.2% 17.1% +286.7%

Totals 82.7% 12.8% +544.0%

TravelClick data tracks approx 15,000 hotel rooms from 100 hotels in the Charlottemarket

TravelClick data tracks approx 18,000 hotel rooms from more than 115 hotels in thismarket Tampa

*based on group commitments and individual reservations on the books as ofJuly 8th, 2012 compared to the same time last year.

Highlights | 2012 London Olympics

7/18/12 4

Date2012

Committedoccupancy


Variancebetween2011 and

2012

Fri Jul-27-2012 81.5% 67.4% +21.0%

Sat Jul-28-2012 81.0% 73.3% +10.5%

Sun Jul-29-2012 76.1% 53.1% +43.3%

Mon Jul-30-2012 80.0% 52.3% +53.0%

Tue Jul-31-2012 81.0% 55.2% +46.7%

Wed Aug-01-2012 81.0% 52.6% +54.0%

Thu Aug-02-2012 80.4% 51.6% +55.8%

Fri Aug-03-2012 81.3% 58.9% +38.0%

Sat Aug-04-2012 82.3% 67.4% +22.2%

Sun Aug-05-2012 76.7% 47.6% +61.2%

Mon Aug-06-2012 78.9% 48.0% +64.3%

Tue Aug-07-2012 79.3% 49.8% +59.2%

Wed Aug-08-2012 76.9% 47.8% +61.1%

Thu Aug-09-2012 74.4% 48.2% +54.2%

Fri Aug-10-2012 71.9% 55.5% +29.4%

Sat Aug-11-2012 72.4% 59.7% +21.4%

Sun Aug-12-2012 60.3% 44.1% +36.7%

Totals 77.4% 54.9% +41.1%

2012 ADR 2011 ADR Variance between2011 and 2012

£184.03 £116.99 +57.3%

£180.47 £112.63 +60.2%

£187.93 £113.45 +65.7%

£189.70 £116.25 +63.2%

£186.79 £116.57 +60.2%

£187.70 £117.27 +60.1%

£188.78 £113.37 +66.5%

£189.36 £104.27 +81.6%

£191.29 £105.22 +81.8%

£197.44 £108.77 +81.5%

£192.16 £114.53 +67.8%

£191.99 £117.17 +63.8%

£192.27 £117.24 +64.0%

£195.66 £115.44 +69.5%

£192.54 £106.00 +81.6%

£189.46 £103.45 +83.1%

£194.80 £104.15 +87.0%

£189.85 £112.10 +69.3%

*based on group commitments and individual reservations on the books as ofJuly 10, 2012 compared to the same time last year.

Highlights | Second Quarter

7/18/12 5

*based on group commitments and individual reservations on the books as ofApril 1, 2012 compared to the same time last year.

Online booking trends con0nues, to include business travelers

Business Transient Booking Trends

Q2 Online Booking Trends(based on the Q2 North American

Distribu0on Review)

26% (Occ)14.8% (ADR)

Competitive intelligence in the hospitalityindustry.

7/18/12 6

Committed occupancy for the group segment is up 5.6% and the transientsegment is up 9.9% compared to a year ago for Q3

The group segment ADR is up 6.0% and the transient segment ADR is up 7.5%compared to a year ago for Q3

Committed occupancy growth driven by the group segment showing acommitted room nights increase of 5.2%

For the third quarter of 2012, overall committed occupancy is up 6.8% year-over-year for the top 25 markets

*based on group commitments and individual reservations on the books as ofJune 3rd, 2012 compared to the same time last year.

Our Featured Speakers

7/18/12 7

Currently the Vice President of Sales and Marketingat Interstate Hotels and Resorts, overseeing the totalrevenue and profit of a portfolio of more that 170M.Sloan’s experience includes corporate revenuemanagement for Noble Investment Group and globaldistribution marketing for IHG’s Hotel ManagementGroup. He is an expert in customer segmentation,retail pricing models, revenue management systems,third party internet booking channels, pay-per-clickmarketing and guides the portfolio in all marketstrategies.

Sloan DeanVice President of Sales and MarketingInterstate Hotels and Resorts

7/18/12 8

Kimberly FurlongVice President of Revenue ManagementTPG HospitalityCurrently the Vice President of RevenueManagement for TPG Hospitality. Kimberly’sexperiences include extensive revenue managementleadership roles with Lodgian and HershaHospitality. She is a proven leader in the Sales andRevenue Management discipline with over 12 yearsof successful multi-property and enterprise levelresponsibilities with additional expertise in e-commerce, channel distribution, and brand relations.

7/18/12 9

Sara DugganSenior Director, Business IntelligenceTravelClick, Inc.Currently a Senior Director in Business Intelligence,leading numerous product teams. Born and raised inSouthern Africa, she received her Post Graduatedegree in Business Hospitality at IHTTI Hotel Schoolin Switzerland. Sara previously worked as aconsultant in both Revenue Management andMarketing. She has created and led the RevenueManagement and Distribution Departments forBlackstone’s European properties.

7/18/12 10

Competitive intelligence provides you withactionable insights to increase your hotelrevenue.

7/18/12 11

Price rooms…

Identifyopportunities…

Target customers…

Take action…

…with precision,to win the rightcustomers andmaximize yourrevenue

What data is available for hoteliers.

7/18/12 12

Your historical and future dataRates, bookings, groups, inclusions, etc.

Available industry outlooksSmith Travel Data, TravelClick Perspective, local conventions visitors bureaus,tourism organizations, etc.

News outlets, white papers, webinarsTravelClick Quarterly Webinar, Hotel News Now, Universities, VMF Leonardo

Business Intelligence SubscriptionsSmith Travel Data, TravelClick, RateTiger, etc.

Your pricing model.

7/18/12 13

40% of major decisions are based not on factsbut on the manager’s gut*

Sound familiar?

* Accenture © 2008

© Cartoon

Stock.com

6 KEY Pieces of Information/Data are neededfor Pricing1. Prime Booking Window by Customer Segment by Sell Channel

2. Market Demand by Customer Segment by Sell Channel + Your Internal Forecast

3. Competitor Pricing

4. Competitor Behavior

5. How is your Consumer(s) booking? What times of the day are they booking?

6. Top 3 Purchase Factors for your Consumer(s)?• Here’s the Top 5 Purchase Factors by Rank per the Epsilon Consumer Study:

1. Right Price

2. Convenient Location

3. Best Value

4. Discounted Rate

5. Features/amenities

Price Optimization – Single Product

What is theOptimal Price?

Price

Demand

100

$100

80 rooms @ $20 = 1,600

50 rooms @ $50 = $2,500

20 rooms @ $80 = $1,600

Demand Price

100 $0

90 $10

80 $20

70 $30

60 $40

50 $50

40 $60

30 $70

20 $80

10 $90

0 $100

With infinite capacity?For 50 rooms?

For 40 rooms?

0

50

$50$0

Price Optimization – Two Products

What is the Optimal Price?With infinite capacity

For Product A?For Product B?

With 100 Rooms?50 Rooms?

Product ADemand

Product B

Price Price

$100 0 $400

$90 10 $360

$80 20 $320

$70 30 $280

$60 40 $240

$50 50 $200

$40 60 $160

$30 70 $120

$20 80 $80

$10 90 $40

$0 100 $0

Price Optimization – Two Products

Price

Demand

100

$100

Optimal Price:• For both infinite capacity and with100 Rooms, the optimal results

are at the mid-price point.• But what is the answer for 50 rooms?

Price

DemandProduct A Product B

50 rooms @ $50 =$2,500

50 rooms @ $200 =$10,000

$0 $50

50

0

100

50

0$0 $200 $400

Price Optimization – Two Products, Shared Inventory

What is the Optimal Price? For product A? For product B? With infinite capacity? With 100 Rooms? 50 Rooms?

Product ADemand

Product B

Price Revenue Price Revenue

$100 $0 0 $400 $0

$90 $900 10 $360 $3,600

$80 $1,600 20 $320 $6,400

$70 $2,100 30 $280 $8,400

$60 $2,400 40 $240 $9,600

$50 $2,500 50 $200 $10,000

$40 $2,400 60 $160 $9,600

$30 $2,100 70 $120 $8,400

$20 $1,600 80 $80 $6,400

$10 $900 90 $40 $3,600

$0 $0 100 $0 $0

Price Optimization – Two Products, Shared Inventory

Product ADemand

Product B

Price Revenue Price Revenue

$100 $0 0 $400 $0

$90 $900 10 $360 $3,600

$80 $1,600 20 $320 $6,400

$70 $2,100 30 $280 $8,400

$60 $2,400 40 $240 $9,600$50 $2,500 50 $200 $10,000

$40 $2,400 60 $160 $9,600

$30 $2,100 70 $120 $8,400

$20 $1,600 80 $80 $6,400

$10 $900 90 $40 $3,600

$0 $0 100 $0 $0

Price

Demand

0

10

$90

Product A

Price

Demand

$400$2400

40

Product B

The Best To-Date, in my opinion…

Possible Now….

Source: TravelClick, Inc.

Tomorrow…??

Variation of graph provided courtesy of TravelClick

Sloan’s top tips and tricks when developinghis pricing strategy.

7/18/12 24

ALWAYS, ALWAYS, ALWAYS approach the problem from a ConsumerPerspective Using the Mutually Exclusive, Collectively Exhaustive (MECE) approach whenever possible.

Know your Competition through & throughWhat are their pricing patterns? What time of day are they shopping &/or reviewing their pricing strategies?

Don’t overly focus on Retail pricing, especially outside of top 10 MSAsThere is often more opportunity with shedding light on Group & Corporate Negotiated segments than over-emphasizing retail, which are often priced “blindly” or “semi-opaque.”

NEVER forget: ALL segments & ALL channels need variation of pricing elasticityA static pricing strategy, even with a 2007 Cornell publication support, is a recipe for destruction.

Emotional Price Anchoring is Very Real and MUST be addressed

Growth Opportunities.

7/18/12 25

Identify growth opportunities by analyzingwhat is being demanded in your market.

7/18/12 26

Does the summary data really tell the correct story? Can I measure mytrue potential with only my hotel performance metrics?

Are my competitors growing rate more through rate increases or a changein mix of sales?

As we head into BT season, how can I better understand the demand inmy comp set and the true value of a Negotiated Corporate client?

Which channels are selling the most bookings in my area? Should I shiftavailability or offer new specials?

What data do you need to see your growthopportunities.

• Historical & Future looking data• Data by channel & market segment• Details by day• Changes in pace & trends• Length of Stay, Stay Patterns & Lead Time

You need this information for both your hotel andyour competitive set.

7/18/12 27

Identifying Growth Opportunities Scenario

7/18/12 28

CURRENT MONTH

ADR RevPARMy Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)

CurrentMonth

89.3 162.30 144.93

Year ToDate

77.1 155.00 119.51

Running12

Month76.2 158.72 120.94

CURRENT MONTH Percent Change (%)

ADR % Chg RevPAR % ChgMy Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)

CurrentMonth

3.9 0.3 4.2

Year ToDate

4.1 2.0 6.1

Running12

Month2.3 2.0 4.3

SMITH TRAVELRESEARCH, Inc


7/18/12 29

CURRENT MONTH

ADR RevPARMy Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)

CurrentMonth

89.3 84.2 106.1 162.30 186.20 87.2 144.93 156.74 92.5

Year ToDate

77.1 74.6 103.4 155.00 167.65 92.5 119.51 125.01 95.6

Running12

Month76.2 75.7 100.6 158.72 162.78 97.5 120.94 123.27 98.1

CURRENT MONTH Percent Change (%)

ADR % Chg RevPAR % ChgMy Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)

CurrentMonth

3.9 1.6 2.3 0.3 5.8 -5.5 4.2 7.4 -3.1

Year ToDate

4.1 2.7 1.4 2.0 4.1 -2.1 6.1 6.8 -0.7

Running12

Month2.3 2.3 0.0 2.0 1.8 0.2 4.3 4.1 0.2

SMITH TRAVELRESEARCH, Inc


7/18/12 30

CURRENT MONTH

Transient Group Total% Chg % Chg % Chg

Occupancy (%) My Property 72.2 9.5 My Property 17.1 -7.6 My Property 89.3 3.9

Comp set 61.9 4.2 Comp set 22.3 -8.4 Comp set 84.2 1.6

Index (MPI) 116.6 7.0 Index (MPI) 76.8 0.8 Index (MPI) 1.1 2.3

ADR My Property 150.85 1.2 My Property 178.13 -1.0 My Property 162.30 0.3


Index (ARI) 80.3 -7.7 Index (ARI) 98.5 -0.8 Index (ARI) 87.2 -5.5

RevPAR My Property 108.86 10.7 My Property 30.52 -8.6 My Property 144.93 4.2


Index (RGI) 93.7 -2.4 Index (RGI) 75.7 -1.3 Index (RGI) 92.5 -3.1

SMITH TRAVEL RESEARCH, Inc


7/18/12 31

CURRENT MONTH

Transient Group Total% Chg % Chg % Chg

Occupancy (%) My Property 72.2 9.5 My Property 17.1 -7.6 My Property 89.3 3.9


Index (MPI) 116.6 7.0 Index (MPI) 76.8 0.8 Index (MPI) 1.1 2.3

ADR My Property 150.85 1.2 My Property 178.13 -1.0 My Property 162.30 0.3


Index (ARI) 80.3 -7.7 Index (ARI) 98.5 -0.8 Index (ARI) 87.2 -5.5

RevPAR My Property 108.86 10.7 My Property 30.52 -8.6 My Property 144.93 4.2


Index (RGI) 93.7 -2.4 Index (RGI) 75.7 -1.3 Index (RGI) 92.5 -3.1

SMITH TRAVEL RESEARCH, Inc


7/18/12 32

TOTAL HOTEL

Occ % ADRCurrent Chg from Last Wk Var to Last Yr Current

Date My Hotel Comp Set RankMy

Hotel Comp Set My Hotel Comp Set My HotelCompSet Rank

May Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7

Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7

Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7

Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7

Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7

AugustSubtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7


7/18/12 33

TOTAL HOTEL









August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7


7/18/12 34

TOTAL HOTEL











7/18/12 35

TOTAL HOTEL











7/18/12 36

TOTAL HOTEL











7/18/12 37

TOTAL HOTEL











7/18/12 38

TOTAL HOTEL











7/18/12 39

TOTAL HOTEL











7/18/12 40

TOTAL HOTEL











7/18/12 41

RETAIL TRANSIENT

Occ % ADR

Current Chg from Last Wk Var to Last Yr Current

Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set Rank

May Subtotals 5.3% 24.2% 6 of 7 0 0 2.9 3.5 $236.87 $209.45 1 of 7

June Subtotals 8.2% 21.7% 7 of 7 0 0 1.9 4.5 $245.60 $212.47 1 of 7

Mon Jul-16-2012 6.7% 16.7% 6 of 7 1.2 11.4 1.2 2.5 $262.96 1 of 7

Tue Jul-17-2012 8.5% 21.5% 5 of 7 0.1 9.3 -5.3 1.5 $293.62 1 of 7

Wed Jul-18-2012 10.4% 27.4% 6 of 7 0.2 8.4 -8.3 2.2 $298.26 1 of 7

Thu Jul-19-2012 6.2% 17.2% 7 of 7 2.3 7.6 -2.5 1.7 $242.04 1 of 7

Fri Jul-20-2012 8.5% 11.5% 7 of 7 4.2 5.9 2.5 1.2 $229.23 1 of 7

Sat Jul-21-2012 9.5% 10.5% 6 of 7 3.8 3.6 2.1 2.8 $229.52 1 of 7

Sun Jul-22-2012 5.2% 18.2% 6 of 7 4.1 6.7 0.8 6.1 $237.52 1 of 7

Mon Jul-23-2012 4.5% 25.5% 7 of 7 3.3 8.1 -2.3 7.2 $247.67 1 of 7

Tue Jul-24-2012 8.3% 26.3% 7 of 7 1.8 10.5 -3.3 7.2 $283.22 1 of 7

Wed Jul-25-2012 7.0% 28.0% 7 of 7 1.7 14.2 0.1 5.4 $287.52 1 of 7

Thu Jul-26-2012 5.1% 15.1% 6 of 7 2.1 11.3 0.6 3.4 $237.52 1 of 7

Fri Jul-27-2012 5.0% 16.0% 7 of 7 3.9 4.1 1.2 1.4 $227.52 1 of 7

Sat Jul-28-2012 8.2% 17.0% 6 of 7 2.7 4.1 1.6 1.4 $227.52 1 of 7

July Subtotals 7.1% 19.9% 7 of 7 2.6 8.5 -0.5 3.3 $262.45 1 of 7

August Subtotals 1.4% 3.4% 7 of 7 0.1 1.4 0.7 1.7 $259.58 1 of 7


7/18/12 42

RETAIL TRANSIENT

Occ % ADR





Mon Jul-16-2012 6.7% 16.7% 6 of 7 1.2 11.4 1.2 2.5 $262.96 1 of 7

Tue Jul-17-2012 8.5% 21.5% 5 of 7 0.1 9.3 -5.3 1.5 $293.62 1 of 7

Wed Jul-18-2012 10.4% 27.4% 6 of 7 0.2 8.4 -8.3 2.2 $298.26 1 of 7

Thu Jul-19-2012 6.2% 17.2% 7 of 7 2.3 7.6 -2.5 1.7 $242.04 1 of 7

Fri Jul-20-2012 8.5% 11.5% 7 of 7 4.2 5.9 2.5 1.2 $229.23 1 of 7

Sat Jul-21-2012 9.5% 10.5% 6 of 7 3.8 3.6 2.1 2.8 $229.52 1 of 7

Sun Jul-22-2012 5.2% 18.2% 6 of 7 4.1 6.7 0.8 6.1 $237.52 1 of 7

Mon Jul-23-2012 4.5% 25.5% 7 of 7 3.3 8.1 -2.3 7.2 $247.67 1 of 7

Tue Jul-24-2012 8.3% 26.3% 7 of 7 1.8 10.5 -3.3 7.2 $283.22 1 of 7

Wed Jul-25-2012 7.0% 28.0% 7 of 7 1.7 14.2 0.1 5.4 $287.52 1 of 7

Thu Jul-26-2012 5.1% 15.1% 6 of 7 2.1 11.3 0.6 3.4 $237.52 1 of 7

Fri Jul-27-2012 5.0% 16.0% 7 of 7 3.9 4.1 1.2 1.4 $227.52 1 of 7

Sat Jul-28-2012 8.2% 17.0% 6 of 7 2.7 4.1 1.6 1.4 $227.52 1 of 7




7/18/12 43

RETAIL TRANSIENT

Occ % ADR





Mon Jul-16-2012 6.7% 16.7% 6 of 7 1.2 11.4 1.2 2.5 $262.96 1 of 7

Tue Jul-17-2012 8.5% 21.5% 5 of 7 0.1 9.3 -5.3 1.5 $293.62 1 of 7

Wed Jul-18-2012 10.4% 27.4% 6 of 7 0.2 8.4 -8.3 2.2 $298.26 1 of 7

Thu Jul-19-2012 6.2% 17.2% 7 of 7 2.3 7.6 -2.5 1.7 $242.04 1 of 7

Fri Jul-20-2012 8.5% 11.5% 7 of 7 4.2 5.9 2.5 1.2 $229.23 1 of 7

Sat Jul-21-2012 9.5% 10.5% 6 of 7 3.8 3.6 2.1 2.8 $229.52 1 of 7

Sun Jul-22-2012 5.2% 18.2% 6 of 7 4.1 6.7 0.8 6.1 $237.52 1 of 7

Mon Jul-23-2012 4.5% 25.5% 7 of 7 3.3 8.1 -2.3 7.2 $247.67 1 of 7

Tue Jul-24-2012 8.3% 26.3% 7 of 7 1.8 10.5 -3.3 7.2 $283.22 1 of 7

Wed Jul-25-2012 7.0% 28.0% 7 of 7 1.7 14.2 0.1 5.4 $287.52 1 of 7

Thu Jul-26-2012 5.1% 15.1% 6 of 7 2.1 11.3 0.6 3.4 $237.52 1 of 7

Fri Jul-27-2012 5.0% 16.0% 7 of 7 3.9 4.1 1.2 1.4 $227.52 1 of 7

Sat Jul-28-2012 8.2% 17.0% 6 of 7 2.7 4.1 1.6 1.4 $227.52 1 of 7




7/18/12 44

DISCOUNT TRANSIENT




May Subtotals 35.3% 14.2% 1 of 7 0 0 12.9 2.5 $135.45 $173.20 6 of 7June Subtotals 48.2% 21.7% 1 of 7 0 0 9.9 2.5 $145.67 $178.42 7 of 7

Mon Jul-16-2012 46.7% 16.7% 2 of 7 5.4 1.2 7.5 2.5 $162.96 6 of 7Tue Jul-17-2012 48.5% 21.5% 1 of 7 3.3 0.1 6.5 -1.5 $163.62 6 of 7Wed Jul-18-2012 50.4% 27.4% 1 of 7 2.4 0.2 7.2 -2.2 $168.26 7 of 7Thu Jul-19-2012 46.2% 17.2% 1 of 7 8.6 2.3 6.7 1.7 $142.04 7 of 7Fri Jul-20-2012 48.5% 11.5% 2 of 7 5.9 4.2 6.2 1.2 $129.23 6 of 7

Sat Jul-21-2012 49.5% 10.5% 1 of 7 3.6 3.8 7.8 2.8 $129.52 6 of 7Sun Jul-22-2012 45.2% 18.2% 1 of 7 6.7 4.1 11.1 1.1 $137.52 7 of 7Mon Jul-23-2012 44.5% 25.5% 1 of 7 8.1 3.3 12.2 1.2 $147.67 6 of 7Tue Jul-24-2012 48.3% 26.3% 1 of 7 15.5 1.8 12.2 -1.8 $163.22 7 of 7Wed Jul-25-2012 47.0% 28.0% 1 of 7 14.2 1.7 10.4 -2.3 $167.52 6 of 7Thu Jul-26-2012 45.1% 15.1% 1 of 7 8.9 2.1 8.4 -3.4 $137.52 7 of 7Fri Jul-27-2012 45.0% 16.0% 1 of 7 4.1 3.9 6.4 1.4 $127.52 6 of 7

Sat Jul-28-2012 48.2% 17.0% 1 of 7 4.1 2.7 6.4 1.4 $127.52 6 of 7July Subtotals 47.1% 19.9% 1 of 7 9.7 2.4 8.3 1.4 $162.45 7 of 7



7/18/12 45

DISCOUNT TRANSIENT










7/18/12 46

DISCOUNT TRANSIENT










7/18/12 47

OTA CHANNEL PRODUCTION

Expedia Priceline.com

Date

My HotelRoomsSold

Comp SetRoomsSold

RoomsSold Fair

ShareOccRank

Changefrom LastWeek Fair

Share

My HotelRoomsSold

Comp SetRoomsSold

RoomsSold Fair

ShareOccRank


ShareJune Total 256 1,378 82 6 of 7 0 715 918 314 1 of 3 15

Mon Jul-16-2012 4 16 93 7 of 7 -123 51 13 135 1 of 3 0Tue Jul-17-2012 4 33 66 5 of 7 -17 33 18 215 1 of 3 27

Wed Jul-18-2012 4 41 55 5 of 7 -13 41 14 250 1 of 3 23Thu Jul-19-2012 4 16 88 7 of 7 -114 52 3 187 1 of 3 18Fri Jul-20-2012 11 50 71 6 of 7 -89 61 3 278 1 of 2 45

Sat Jul-21-2012 9 32 98 7 of 7 -63 11 2 371 1 of 2 57Sun Jul-22-2012 6 49 61 5 of 7 -54 25 2 371 1 of 2 60Mon Jul-23-2012 5 29 52 6 of 7 -41 28 2 490 1 of 2 82Tue Jul-24-2012 3 35 48 5 of 7 -25 40 9 415 1 of 2 90

Wed Jul-25-2012 2 37 31 5 of 7 -17 18 9 500 1 of 2 119July Total 142 1051 82 6 of 7 -30 675 217 520 1 of 2 61

August Total 41 146 85 5 of 7 43 24 0 856 1 of 1 45


7/18/12 48

OTA CHANNEL PRODUCTION

Expedia Priceline.com

Date

My HotelRoomsSold

Comp SetRoomsSold

RoomsSold Fair

ShareOccRank


Share

My HotelRoomsSold

Comp SetRoomsSold

RoomsSold Fair

ShareOccRank


ShareJune Total 256 1,378 82 6 of 7 0 715 918 314 1 of 3 15

Mon Jul-16-2012 4 16 93 7 of 7 -123 51 13 135 1 of 3 0Tue Jul-17-2012 4 33 66 5 of 7 -17 33 18 215 1 of 3 27

Wed Jul-18-2012 4 41 55 5 of 7 -13 41 14 250 1 of 3 23Thu Jul-19-2012 4 16 88 7 of 7 -114 52 3 187 1 of 3 18Fri Jul-20-2012 11 50 71 6 of 7 -89 61 3 278 1 of 2 45

Sat Jul-21-2012 9 32 98 7 of 7 -63 11 2 371 1 of 2 57Sun Jul-22-2012 6 49 61 5 of 7 -54 25 2 371 1 of 2 60Mon Jul-23-2012 5 29 52 6 of 7 -41 28 2 490 1 of 2 82Tue Jul-24-2012 3 35 48 5 of 7 -25 40 9 415 1 of 2 90

Wed Jul-25-2012 2 37 31 5 of 7 -17 18 9 500 1 of 2 119July Total 142 1051 82 6 of 7 -30 675 217 520 1 of 2 61

August Total 41 146 85 5 of 7 43 24 0 856 1 of 1 45


7/18/12 49

NEGOTIATED TRANSIENT


Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set RankMay Subtotals 29.3% 31.2% 4 of 7 0 0 5.6 5.5 $174.56 $173.20 3 of 7

June Subtotals 31.2% 30.7% 4 of 7 0 0 4.7 4.9 $176.50 $178.42 4 of 7Mon Jul-16-2012 16.7% 24.2% 3 of 7 2.4 3.4 1.1 6.5 $162.96 3 of 7Tue Jul-17-2012 38.5% 26.0% 4 of 7 6.6 4.4 16.5 7.4 $163.62 3 of 7







7/18/12 50











7/18/12 51










Kimberly’s top tips and tricks whendeveloping her growth strategy.

7/18/12 52

Don’t rely solely on your own performance to make decisions

Consider different competitors based on seasonality, day ofweek, and market segment

A good “test” requires measurement, or it’s not a test. Definethe parameters of the test before you start

Spend more time on the day by day detail vs. the summaryinformation

Make decisions for next year while the learning's from this yearare fresh in your mind

Channel specificactionable insight

7/18/12 53

Enhance campaigns, targeting, and saleseffectiveness.

7/18/12 54

Prepare for RFP season. What effect will reducing a rate have: Increasedroom nights? Revenue dilution? Does the company have enough volumeto offset a rate decrease

Which agencies are booking my competitors? What business am I gettingfrom these agencies?

What do your competitors have on the books for the coming months, andat what rate?

Did my GDS campaign shift business from the competition?

You can use the actionable insight tobuild a plan and explore your market

7/18/12 55

7/18/12 56

Questions andAnswers

7/18/12 57

TravelClick Webinar: How To Develop Competitive Intelligence

Travel

Transcript of TravelClick Webinar: How To Develop Competitive Intelligence