Unbreak the Fragmentation: The hotelier movement toward the single screen
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Transcript of Unbreak the Fragmentation: The hotelier movement toward the single screen
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UNBREAK THEFRAGMENTATION
The hotelier movement
toward...
EVP Global Enterprise Sales & Business
Development
David Chestler
…the single
screen.
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David ChestlerExecutive Vice President, Global Enterprise Sales & Business Development
▪ 27 years in the travel technology industry
▪ First co-chair of HTNG’s Software Resource Team
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What we will cover today
How the purchase of travel has evolved
The integrated
guest experience
The new challenge for
hoteliers
Hotel of 2020
The rise ofa new
economy
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How tech-ready are your guests?Here’s how ready they are in Australia!
Source: Roy Morgan Research; 12 months to June 2016
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Source: Roy Morgan Research, 12 months to June 2016
And where are you?Be led by your guests and their experiences, not your own
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How we purchase travel has evolved
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Have we come full circle?
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It is so much work to be a hotelier today...
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The challenge
Endless channels to
reach guests
Bookings now online and
mobile
Countless systems
to manage
MissingREVENUE
LosingMONEY
WastingTIME
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The new need…
to be everywhere.
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Mobile’s share of online bookings is on the up
Source: “Travel Flash Report”, Criteo, 2016
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Give guests no reason to abandon youPatience is a thing of the past
Source: “The business value of User Experience Design”, PointSource, 2016
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UX is part of the guest experienceLoyalty and satisfaction can start on your website
Source: “The business value of User Experience Design”, PointSource, 2016
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The challenge
Endless channels to
reach guests
Bookings now online and
mobile
Countless systems
to manage
MissingREVENUE
LosingMONEY
WastingTIME
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Greater reach, greater revenueReservations through SiteMinder’s Channel Manager
by number of channels per hotel, 2016
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Don’t forget about direct bookings...
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Friend or foe?Beware of the Trojan horse
▪ OTAs are buying other OTAs
▪ OTAs are buying meta sites
▪ OTAs are buying hotel management systems
▪ Meta sites are buying OTAs
Remember
▪ Direct may not always be your least expensive channel, but you own the guest and the data
▪ OTAs and meta sites are merchandising much better than hotels on their own direct websites
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“No data, no relationship.”Charlie Osmond, CEO, Triptease
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The state of the European hotel market
Independents will contribute 56% of all hotel rooms in 2017,
a drop from 58% in 2013 with chains growing 3x faster
OTAs represented 71% of online gross
bookings in 2015
2-in-3 hotels expect to increase direct distribution
over the coming year
Sources: “Independent Lodging Market Report”, Phocuswright and h2c co-sponsored by SiteMinder, 2015
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The US: Bigger but story is much the same
30% of US hotel rooms belong to independents
OTAs will represent 52% of online gross
bookings by 2017
67% of all hotels expect to increase direct distribution
over the coming year
Sources: “Independent Lodging Market Report”, Phocuswright and h2c co-sponsored by SiteMinder, 2015
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The challenge
Endless channels to
reach guests
Bookings now online and
mobile
Countless systems
to manage
MissingREVENUE
LosingMONEY
WastingTIME
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A common need for technology to take control
Sources: “Independent Lodging Market Report”, Phocuswright and h2c co-sponsored by SiteMinder, 2015
CHANNEL MANAGER
PROPERTY MANAGEMENT
SYSTEM
INTERNETBOOKING ENGINE
MOBILEWEBSITE
Usage across Europe and the US
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The information age has given rise to the Desire Economy
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“Authenticity is what the independent sector can own and the brands can only follow.”
Will Ashworth, Managing Director, Watergate Bay in Cornwall
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Independents v chains, 2000-2015
Source: “Comparison of independent and chain hotels performance 2000-2015”, STR, 2016
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“Exist to create an integrated guest experience.”Matt Luscombe, Chief Commercial Officer - Europe, InterContinental Hotels Group
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The personalised experience, from end-to-end
Become more hospitable online
Engage with your guests during
discovery, before they purchase
Extend that hospitality at your property and own your experience
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Guest experience meets the Internet of Things
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Automation, from the home to the hotel room
Sources “Echo & Co. to hit the home automation market”, Statista Digital Market Outlook, Gartner, 2016
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Leverage location data
Think…
• Guests• Employees• BLE tags• Everything
ROI
• Improved GSS• Increased guest experience• Increased F&B revenue
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Room service trays
Think... ROI
• Employee mobile device
• BLE/Zigbee door sensor• Tag on trays
• Motion sensor in room
• Door sensor
• Room service kiosk
• Improved GSS• Increased F&B experience
• Labor savings
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Where is the bus?Think…
• Guest mobile phones• Smart buttons at bus stops• Radios in buses• Bus GPS devices• An Uber network• Smart displays for status updates• Guest TVs
ROI
• Improved GSS• Increased cool factor• Reduced cost – bus is
eliminated
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Our industry is consolidating.It’s time your systems do, too.
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Seamless integrations and
automation
Onedistribution ecosystem
Truerates and
availability
Real-time delivery of
reservations
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Your hotel will still be just one piece of the guest’s complex travel booking experience
Guests are multi-screen users
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Remove the friction!The shopping trolley is becoming obsolete
▪ Original disruptor Amazon still requires customers to take 13 steps to purchase – six steps if the ‘one-click’ option is used. By contrast, Facebook will soon allow users to click on an ad and make an instant purchase.
▪ Soon we will be able to find a book on Instagram, touch it, and have it delivered to our doorstep by Uber within the hour.Purchase to delivery: one step.
▪ The Desire Economy is driving the UX revolution.
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Elegance issmart and simple
• Mobile-friendly UI and simplified UX• Flexible yield management• Holistic view of inventory. It’s about
visualisation
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Technology that speaks your guests’ language – and yours True internationalisation means localisation
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Pre-defined, pre-set intelligence
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Rate parity
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ASINGLE
LOGIN
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Seize the opportunity: time is money!
MoreREVENUE
MorePROFIT
MoreTIME
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23,000+ customers globally
160countries
200+PMS / CRS /
RMS partners
350+distribution
channel partners
500+team members
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43.5 millionRESERVATIONS
US$16 billionREVENUE
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What does yourhotel of 2020 look like?
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[email protected]@dchestlerlinkedin.com/in/davidchestler
For more great hotel content, visit:SiteMinder.com/Resources