Distribution Super Session Seven Travel Planning Steps & Their Impact on Hotel Distribution Strategy

Image: Brave Heart (Flickr)

Session Overview
‡ Different Perspective on Distribution ‡ Hotel Distribution Challenges ‡ Discussion of Seven Step Travel Process
± Five Minute Presentations on Each Step ± Each Step Followed by Question Period

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

2

Image: Images by John 'K' (Flickr)

‡ Robert Cole
Founder

RockCheetah

The Team

‡ Alan Genin

Corporate Director of Revenue Management

Great Wolf Resorts

‡ Ran Weerasuriya ‡ Thomas Patchin ‡ Kurien Jacob ‡ Loren Gray

Director of Revenue Management

Mammoth Mountain

Senior Vice President, Interactive Marketing

Station Casinos

Senior Vice President Revenue & Distribution

Highgate Hotels

Director of E-Commerce E-

Ocean Properties

‡ Tanya Pratt
June 21, 2011 Austin, Texas
Image: ohad* (Flickr)

Executive Director - Customer Information Systems
HFTP HITEC Distribution Super Session Robert Cole | RockCheetah

Fairmont Raffles International
3

A Different Perspective on Hotel Distribution
‡ The Focus Will Not Be On
± Global Distribution Systems ± Online Travel Agencies ± Private Sale Websites ± Group Buying ± XML Interfaces ± The Merchant Model ± Search Engine Optimization ± Mobile Web Versus Native Apps
June 21, 2011
Image: ::hap (Flickr)

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

4

Distribution Isn t Just Technology
‡ Right Product in the Right Place at the Right Time through the Right Channel at the Right Price for the Right Guest

Not Just Making a Booking
June 21, 2011 Austin, Texas HFTP HITEC
Image: mikebaird (Flickr)

Gaining a Customer
Robert Cole | RockCheetah 5

Distribution Super Session

Customer Engagement is King

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

6

Image: Defence Images (Flickr)

Loyalty is Based on Values

Example: jetBlue
± ± ± ± ± Integrity Passion Safety Caring Fun

Value Drives Transactions Loyalty
June 21, 2011 Austin, Texas HFTP HITEC
Image: maistora (Flickr)

Values Drive
Robert Cole | RockCheetah 7

Distribution Super Session

Seven Stages of Travel
INSPIRATION
(Why)

SHARING
(Wow)

RESEARCH
(What)

TRAVEL
(Where)

PLANNING
(How)

BOOKING
(When)
June 21, 2011 Austin, Texas HFTP HITEC

VALIDATION
(Who)
Distribution Super Session Robert Cole | RockCheetah 8

Image: kevindooley (Flickr)

Six Hospitality Touch Points
PrePre-Stay

PostPost-Stay

Arrival

Departure

OnOn-Property

In-Destination In-

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

9

Multiple Traveler Personas
Relocation Business Trip Family Vacation Solo-time

Romantic Getaway

Convention
June 21, 2011 Austin, Texas

Training

Conference

Weekend with The Guys
Robert Cole | RockCheetah 10

HFTP HITEC

Distribution Super Session

Image: Greything (Flickr)

Result: One Size Doesn t Fit All
‡ Different Brands Should Look Different ‡ Compare the Following Six Examples
± Upscale Baltimore Inner Harbor Hotels

‡ Game: Guess the Brand
± With Logos & Names Blacked Out ± Question: Can a Guest Do It?

‡ Profit Only Results From Value is Created
June 21, 2011 Austin, Texas HFTP HITEC Distribution Super Session Robert Cole | RockCheetah 11

What brand is this?

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

12

Unique selling proposition?

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

13

Competitive differentiation?

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

14

Wait, did we repeat this one?

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

15

Did the sign on roof change?

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

16

Nicer design, but is it unique?

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

17

Inspiration

Robert Cole
Founder
June 21, 2011 Austin, Texas HFTP HITEC Distribution Super Session
Image: another.point.in.time (Flickr)

RockCheetah
Robert Cole | RockCheetah 18

Morgans Hotel Group

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

19

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

21

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

23

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

24

Research Corp. Director of Revenue Management

Alan Genin

Great Wolf Resorts

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Alan Genin| Great Wolf Genin|

25

Image: Great Wolf Resorts

Great Wolf
‡ ‡ ‡ ‡

Background

11 Indoor Water Park Resorts - 4200 Rooms 85% Transient Leisure 60% of Bookings via Brand.com 90% of Those Booking via Contact Center Are or Have Been Online ‡ Moms are Primary Researcher ‡ Limited Direct Competition ‡ Complex Value Proposition
June 21, 2011 Austin, Texas HFTP HITEC Distribution Super Session Alan Genin| Great Wolf Genin| 26

Be Present

Mom

Facebook/ Social

Ask A Mom

Trip Advisor/ Guest Reviews

YouTube

greatwolf.com

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Alan Genin| Great Wolf Genin|

27

Be the Conduit
Mom

Facebook/ Social

Ask A Mom

Trip Advisor/ Guest Reviews

YouTube

greatwolf.com

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Alan Genin| Great Wolf Genin|

28

Don t Control

Enable

‡ Provide Platform on brand.com ‡ Support Á La Carte Packaging ‡ Convert Customer Service Contact into Sales Opportunity ‡ Know Enough to Know When You Don t Know

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Alan Genin| Great Wolf Genin|

29

Planning
Ran Weerasuriya Mammoth Mountain

Director of Revenue Management

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Ran Weerasuriya | Mammoth

30

Image: another.point.in.time (Flickr)

Mammoth
‡ 3rd Most Visited Ski Area US ‡ Ski Area
± ± ± ± ± ± 1.3M Annual Skiers 3,500+ 3,500+ acres 28 Lifts 150 Trails Open Nov-Jul Nov2011 Snowfall: 669 (~56ft)

Background
Portland

‡ Guest Facilities
± ± ± ± ± ±

San Francisco

4 slopeside hotels 5 restaurants 7 bars 4 day lodges 22 sport/rental shops 6 on-hill snack bars/food oncourts/cafeterias ± ski & snowboard school, race department, lockers, child care
Austin, Texas HFTP HITEC Distribution Super Session

San Jose

11,053ft

Los Angeles

June 21, 2011

Ran Weerasuriya | Mammoth

31

Mammoth

Path to Purchase
Web; MyMammoth

Unaware

Aware

Consider

Experience

Advocate

‡ Key Strategies
± Deliver content specific to customer needs & interests throughout their planning & consideration process ± Leverage digital media to create engaging, memorable interactions with the Mammoth brand ± Align heavy-up communications with key promotional heavyperiods to drive purchase/bookings. purchase/bookings.
June 21, 2011 Austin, Texas HFTP HITEC Distribution Super Session Ran Weerasuriya | Mammoth 32

Mammoth
‡ Homepage

Website

± Event & Activity-driven Content Activity-

‡ Trip Planner
± Airfare ± Lodging ± Tickets, Lessons & Rentals ± Shopping Cart Model
June 21, 2011 Austin, Texas HFTP HITEC Distribution Super Session Ran Weerasuriya | Mammoth 33

Mammoth - MYMammoth
‡ Traveler Priority
± Experiencing a Destination like a Local & Getting Insider Knowledge ***

‡ When Planning a Trip
± ± ± ± 40% 43% 27% 28%

of travelers listened to opinions of family and friends used user-generated content userused social media used a mobile device

‡ Core objective of MYMammoth: MYMammoth:

± Get paid repeat visitors to come to Mammoth Mountain more often than they are now
Austin, Texas HFTP HITEC Distribution Super Session Ran Weerasuriya | Mammoth 34

June 21, 2011

Validation

Thomas Patchin

Station Casinos

Senior Vice President, Interactive Marketing

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Thomas Patchin | Station Casinos

35

Image: Red Rock Casino

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Thomas Patchin | Station Casinos

36

‡ Strategy: Strategy:

www.welovelocals.com

o Keep direct guest relationship o Drive incremental guest visits o Top of mind for the guest

‡ Definition of Success:
o Revenue & Learning Objectives o End game o Guest loyalty and share of wallet

‡ Goals:
o Support of key brand value proposition o Creation of a database o Drive guest(s) into properties o Non-Station guests Nono Additional visit from existing customers
Austin, Texas HFTP HITEC Distribution Super Session

June 21, 2011

Thomas Patchin | Station Casinos

37

‡ Evolution : o Social Media

o Validation through sharing
o Experience in on-line that ondrives off line conversations o Dining, entertainment, hotel conversations

o Tight integration to EEcommerce platform o Preferences capture and growth of database o Growth of database across platforms and channels o Property specific bundled offers

o Opportunities

o How deep and broad will the messaging grow o Discounting versus long value proposition
Austin, Texas HFTP HITEC Distribution Super Session Thomas Patchin | Station Casinos 38

o Risks
June 21, 2011

New purchasable weekly coupons are presented in green. New outlet specific coupons. When the quantity offered runs out, a sold out will appear on the coupon. New purchasable coupons are changed regularly.

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Thomas Patchin | Station Casinos

39

Booking

Kurien Jacob - Highgate Hotels
Senior Vice President Revenue & Distribution
June 21, 2011 Austin, Texas HFTP HITEC Distribution Super Session Kurien Jacob | Highgate 40
Image: Park Central New York

The Booking Process

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Kurien Jacob | Highgate

41

A very valuable potential booking:
‡6 nights ± long length of stay ‡About a month in advance ± revenue manager¶s perfect booking ‡Staying in June ± low season in NY ‡Stay straddles a weekend ± lower occupancy for business hotels ‡2 people ± will spend a lot on ancillary revenues at the hotel This guest should qualify for ALL SORTS of special offers! Why is this problematic? 44 price points and products is quite a lot for a guest to make sense of. Three different ³sales´ that offer nothing different ± they just kick in under different conditions The Best Available Rate is not nearly the best available rate The packages are priced way too high for them to make sense ± because the room component in these rates are not discounted like the rates in the ³sales´ This is all IRRATIONAL to the consumer. This makes more sense to the consumer

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Kurien Jacob | Highgate

42

Clear Options for Consumer

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Kurien Jacob | Highgate

43

Rich Pictures in Booking Pages

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Kurien Jacob | Highgate

44

Up-sell length of stay

Up-sell room type, showing the price difference per night.

Guarantee revenue or earn more revenue by offering stricter (advance purchase) or more liberal (last minute no-fee cancellation) reservation policies.

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Kurien Jacob | Highgate

45

Results From Single Up-sell UpMechanism
= Extend Your Stay (EYS)

52% increase for Hotel 1 33% Increase for Hotel 2

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Kurien Jacob | Highgate

46

Conclusions
‡ Know Demand Sources & Align Booking Process ‡ Study Conversion at Various Stages in Process Various ‡ Ensure Booking Platform is not Add-on Module Addon Legacy CRS Technology ‡ Make Sure Booking Process is Clear & Simple ‡ Don t Expose Revenue Management Complexity ‡ Sell Ancillary Products After Customer is Committed to Booking Room
June 21, 2011 Austin, Texas HFTP HITEC Distribution Super Session Kurien Jacob | Highgate 47

Travel
Loren Gray Ocean Properties
Director of E-Commerce

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Loren Gray | Ocean Properties

48

Image: Westin Key West

Ocean Properties Background
‡ 140 Properties
± US, Canada & Caribbean

‡ Multiple Brands & Independent
± Marriott, Starwood, Hilton, IHG

‡ Ancillary Products
± Spas, Golf Courses, Ferry Boats, Restaurants Boats,

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Loren Gray | Ocean Properties

49

Social Local Mobile (SoLoMo) (SoLoMo)
‡ ‡ Electric picture frames at the front desk encouraging guest to text a general or specific interest keyword for in-house discounts and communications, in(make sure the first communication gives a value offer). Suggested itineraries based on categories of interest, (soft adventure / family / ecotour / cultural-historical / off the beaten pass / local unique) culturaloffering gps downloads via online or onsight, <all of this is mirrored in onsight, content in social media> Mobile based menus and click to call for service anywhere at your property, (we use it for beach and pool service) Click to call on your mobile site for concierge and dinner reservations, shuttle requests,(variation being tested is to use local twitter finder software to locate your guest without the guests needing to, good for preprearrival locator too). QR coded wine flights and menus Bar promotions that feature qr codes and texting to participate Early incentives to proximity check-in's checkIpad interfaced to PMS's for the lobby lizards for faster check-in and out checkIpads for reading and web based email / gps's / ipods with music themes for concierge to check out to guests
Austin, Texas HFTP HITEC Distribution Super Session Loren Gray | Ocean Properties 50

‡ ‡

‡ ‡ ‡ ‡ ‡

June 21, 2011

Promotion Technology
‡ Beverage Sales
± Liquor Specials (Bacardi Girls)

‡ Local Attraction
± In Room Samples/Tour Offer (Micro-Brewery) (Micro-

‡ Guerilla Marketing
± Foursquare/Twitter Integration (Bar Specials)

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Loren Gray | Ocean Properties

51

Sharing
Tanya Pratt International Fairmont Raffles
Executive Director - Customer Information Systems

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Tanya Pratt | Fairmont/Raffles

52

Image: Fairmont San Francisco

Fairmont Hotels & Resorts Everyone s an Original

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Tanya Pratt | Fairmont/Raffles

53

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Tanya Pratt | Fairmont/Raffles

54

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Tanya Pratt | Fairmont/Raffles

55

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Tanya Pratt | Fairmont/Raffles

56

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Tanya Pratt | Fairmont/Raffles

57

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Tanya Pratt | Fairmont/Raffles

58

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Tanya Pratt | Fairmont/Raffles

59

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Tanya Pratt | Fairmont/Raffles

60

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Tanya Pratt | Fairmont/Raffles

61

Review: Seven Stages of Travel
INSPIRATION

SHARING

RESEARCH

TRAVEL

PLANNING

BOOKING
June 21, 2011 Austin, Texas HFTP HITEC

VALIDATION
Distribution Super Session Robert Cole | RockCheetah 62

Goal: Memorable Travel Experiences
‡ Creating End-to-End Travel Experiences End-to± Bill LaMacchia Sr. ± Isadore Sharp ± Jan Carlzon LaMacchia Enterprises

‡ Exceptional Experiences & Lifelong Memories
Four Seasons Hotels Scandinavian Air Systems Forrester Research

‡ Best Possible Experience at Each Moment of Truth ‡ The Travel Story Arc
± Henry Harteveldt

June 21, 2011

Austin, Texas

HFTP HITEC

Distribution Super Session

Robert Cole | RockCheetah

63

Image: gtall1 (Flickr)

Key Take-Aways Take‡ Design the End-to-End Guest Experience End-to± Know Your Customer Personalize ± Know Your Competition Differentiate ± Know Your Product Customize ± Create the Experience Tailor Scenarios

‡ Engage the Customer
± Understand Each Phase Provide Solutions ± Focus on Guest Touch Points Create Value ± Drive Revenues & Earn Margins Monetize
June 21, 2011 Austin, Texas HFTP HITEC Distribution Super Session Robert Cole | RockCheetah 64

What Did You Think? In order to help us create/provide a better HITEC experience in the future, please take a second to fill out the short survey that will be sent to you via e-mail at the end of the day. THANK YOU for attending HITEC!

Learn how HFTP membership can benefit you, visit www.hftp.org
June 21, 2011 Austin, Texas HFTP HITEC Distribution Super Session Robert Cole | RockCheetah 65

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