Revenue Management Thon Hotels 251109
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RM – Online Thon HotelsDirector of Revenue Management - Jorunn Svidal 25.11.2009
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RM - Online2
Thon Hotels
Norges 3. største hotellkjede
62 hoteller i Norge, Sverige, Belgia og Nederland
Markedsleder i Oslo (15 hoteller)
Del av Olav Thon Gruppen
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RM - Online3
Hva påvirker gjesters valg av hotell…?
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RM - Online4
”Social Media have changed how customers plan and purchase travel”
”Mobile Web is expected to surpass the traditional Web within the next 5 years”
”It’s the promise of “immediate, anywhere and anytime”
”The two major non-transactional web sites Kayak.com
and TripAdvisor.com have an impact on the conversion rates of shoppers who visit them”
Trender…
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RM - Online5
Hotel Bookings by Channel
eTRAK benchmark report
- > Key point for Hoteliers: Continue to Focus on the Direct Online Channel
1999: Less than 3% of travel reservations in the U.S.
were booked online
2009: over 55% of all travel reservations in the U.S. will
be online (45% of all hotel reservations)
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RM - Online6
Hensikten med en .no/ .com/ .be
Søke info
Sammenligne tilbud
Booke
Optimalisere omsetning
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RM - Online7
>>> Booking
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RM - Online8
>>> Hotellinformasjon
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RM - Online9
>>> Prissammenligning
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RM - Online10
Betingelser for pris…
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RM - Online11
Betingelser og pris vs. bolengde…
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RM - Online12
Oppsalg og mersalg
Øke verdien per booking
Fullautomatisk forhåndsbetaling
Bevisstgjøre at vi har mer enn en seng å selge
Gjøre alle produkter bookbare
Benytte web, e-mail og mobil
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RM - Online13
Vår målsetting…
>>> 50% av Thon Hotels bookinger skal bli gjort på egen hjemmeside innen 2012!
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RM - Online14
Forutsetning
Del av RM strategi
> Fokus i hele organisasjonen
> Distribusjonsbetingelser
> Gjøre offline- om til online kunder
> Tilgjengeliggjøre alle produkter
> Mobile nettløsninger
> SEM og SEO
Vilje til testing av muligheter fortløpende
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RM - Online15
Strategi…
www.thonhotels. skal være preferert bookingkanal
> Laveste pris & beste tilbud på egne nettsider
> Rate Parity & Distribution control
> Bevisst bruk av ulike betingelser
> 3rd Pty sites er komplementerende ikke konkurrerende
All kommunikasjon henviser til nettsidene
> Styrke merkevaren Thon Hotels
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RM - Online16
Noen flere virkemidler…
SEO & SEM
> Synlighet i søkemotorer kritisk
> Står for + 40% av online booking hos TH
> Kontinuerlig optimalisering av innhold, tekst & tilbud
> Måler ROI på alle kanaler/ annonser – betalt/ ikke betalte
Optimalisere omsetningen til Thon Hotels
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RM - Online17
Forretningskritisk for vår målsetting
>>> lansere nye hjemmesider
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RM - Online18
OUT OF DATE
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RM - Online19
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RM - Online20
OUT OF DATE
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RM - Online21
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RM - Online22
OUT OF DATE
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RM - Online23
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RM - Online24
Suksessfaktor…
>>> Prioritering av det som er viktig og gir ROI
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RM - Online25