SHS - Swiss Hospitality Solutions - Mobile Trends for Hotels 2011
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Transcript of SHS - Swiss Hospitality Solutions - Mobile Trends for Hotels 2011
Wilhelm K. Weber
NEW TRENDS FROM A RM POINT OF VIEW
Wilhelm Konrad Felix Weber «Wilko»
• Some years in hotel • Some years in consulting/training • Some years with brands/chains
• Swiss Hotel School Luzern • Graduate School
of Business Administration, Zürich • University of Wales / St Gallen…
• First «own company» with 14yrs • SHS since June 2010 (No. 5) • Young European Industry Leader 2010
• Hobbies: Sailing, Skiing, Surfing ….and HOTELS!
WELCOME TO MY WORLD! (WHAT IS THE POINT OF VIEW OF A REVENUE MANAGER?)
IT IS SO COOL TO BE IN/ON/ABOUT SOCIAL MEDIA,
MOBILE, GROUPON ETC.
REVENUE MANAGERS NOT
ALWAYS PERCEIVED AS
COOL
WE ARE SIMPLE PEOPLE,
WE ONLY THINK ABOUT MONEY!
SOCIAL MEDIA GROUPON & CO
MOBILE APPLICATIONS
SOCIAL MEDIA IS SO MUCH MORE THAN JUST FACEBOOK, IT IS A DIRECT CHANNEL TO
COMMUNICATE WITH YOUR CLIENTS
AUDIENCE PARTICIPATION
RAISE YOUR HAND …IF YOUR HOTEL IS ON
RAISE YOUR HAND …IF YOUR HOTEL RECEIVES
RESERVATIONS THROUGH FACEBOOK
ONLY A SMALL DIFFERENCE….
BE THERE! CREATE A
BOOKING LINK! THINK ABOUT THE
MESSAGE!
RM Checklist: Must have? YES
Cost? Relatively low
Revenue? Still small
Future? Increasing importance
THE MOST INFLUENCING
SCM DISCIPLINE IS?
BIG BROTHER IS WATCHING
YOU
GUEST REVIEWS
HOW DO GUEST REVIEWS INFLUENCE THE PURCHASE INTENT?
EXTREME NEGATIVE REVIEWS (1 STAR) EXCEEDED THE POSITIVE EFFECT OF
EXTREME POSITIVE REVIEWS (5 STAR) NON-EXTREME REVIEWS (2-4 STARS)
HAD NO EFFECT YUANYUAN, PENG, YIJUN, AND QIANG (2009, STUDY ON MOVIE TICKET SALES)
CHEVALIER AND MAYZLIN (2006, STUDY ON ONLINE BOOK REVIEWS)
THE PERCEIVED QUALITY OF AN ONLINE REVIEW HAS A POSITIVE IMPACT ON
PURCHASE INTENT. PURCHASE INTENT INCREASES AS THE
NUMBER OF REVIEWS INCREASES CUSTOMERS WITH LIMITED
EXPERIENCE WITH THE PRODUCT ARE INFLUENCED BY THE QUANTITY OF REVIEWS RATHER THAN QUALITY
PARK ET AL. (2007)
RAISE YOUR HAND …IF YOUR HOTEL IS ON
TRIPADVISOR
RAISE YOUR HAND …IF YOU KNOW YOUR HOTELS
RATING THIS WEEK
KNOW YOUR RATING!
MANAGE YOUR E-MAGE!
RM Checklist: Must have? YES
Cost? None
Revenue? High influence
Future? Increasing importance
NO MANAGEMENT
RESPONSE?
IT’S ONLY ONE CLICK!
SOCIAL MEDIA GROUPON & CO
MOBILE APPLICATIONS
AWARENESS!
NEW CUSTOMERS!
USE EMPTY ROOMS
IN PERIODS OF LOW DEMAND.
HAVE YOU DONE THE MATH???
groupon Direct sale Sales Price 100 – 50% 100 Commission (35%) 35 0 var.Cost per Room 40 40 Pocket Margin - 25 60
…AND WHEN DO YOU GET THE MONEY?
NEGOTIATE THE CONDITIONS
BE AWARE OF THE IMAGE
BE REALISTIC RE. «NEW CLIENTS» DO THE MATH!
RM Checklist: Must have? No
Cost? Extremely high
Revenue? Very small
Future? Likely to stay,
SOCIAL MEDIA GROUPON & CO
MOBILE APPLICATIONS
AUDIENCE PARTICIPATION
RAISE YOUR HAND …IF YOU HAVE A SMARTPHONE
RAISE YOUR HAND …IF YOU HAVE AN IPHONE
WHAT IS THE FIRST THING THAT HAPPENS, WHEN AN AIRPLANE HAS
LANDED?
100 MOBILE PHONES ARE SWITCHED ON
YOU WILL ALWAYS CARRY WITH YOU...
MOBILE INTERNET IS NOT
JUST WIRELESS ACCESS TO «NORMAL INTERNET»
WIRELESS SERVICES LOOSE 50% OF POTENTIAL CUSTOMERS,
EVERYTIME THEY ARE REQUIRED TO PUSH A BUTTON
LOCALISATION + PERSONALIZATION = «KILLER APPLICATION»
ARE YOU READY?
PRODUCTS MUST BE FAST, EASY, FUN
AND HOTEL APPS TODAY?
PRICELINE REPORTS HIGH NUMBER OF MOBILE SHORT TERM BOOKINGS
(LESS THAN 1 DAY PRIOR TO ARRIVAL)
85% 45%
THE PLATFORM STORY WILL REMAIN COMPLICATED
TABLETS ARE A SEPERATE OPPORTUNITY
MOBILE TECHNOLOGIES CAN SAVE YOUR STAFF TIME BY ENABLING GUESTS TO HELP THEMSELVES FIND
INFORMATION
NEW TECHNOLOGIES ALLOW «FANCY GIMMIKS»
…COOL STUFF….
THERE ARE MANY NEW
OPPORTUNITIES
QR (QUICK RESPONSE)
CODES
START EXPLORING THE
OPPORTUNITIES !
DON’T FORGET THE MONEY!
RM Checklist: Must have? Nice to have
Cost? medium
Revenue? small
Future? Increasing importance
ANY QUESTIONS ?
Thank you 谢谢 Vielen Dank
Contact:
Wilhelm K. Weber"Partner" SHS"Swiss Hospitality Solutions AG"Hirschmattstrasse 28"CH 6003 Luzern"Switzerland Tel: +41/78 670 2007"eMail: [email protected]