Seven Travel Planning Steps - Impact On Hotel Distribution Strategy

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
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 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
Customer Engagement is King
June 21, 2011
Austin, Texas
HFTP HITEC
Image: Defence Images (Flickr)
Loyalty is Based on Values
Example: jetBlue
Integrity Passion Safety Caring Fun
Value Drives Transactions Loyalty

Image: maistora (Flickr)
Values Drive
Seven Stages of Travel

INSPIRATION
(Why)
SHARING
(Wow)
RESEARCH
(What)
TRAVEL
(Where)
PLANNING
(How)
BOOKING
(When)
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
Multiple Traveler Personas

Relocation Business Trip Family Vacation Solo-time
Romantic Getaway
Convention
June 21, 2011 Austin, Texas
Training
Conference
Weekend with The Guys

HFTP HITEC
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
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Unique selling proposition?
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Austin, Texas
HFTP HITEC
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Competitive differentiation?
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Austin, Texas
HFTP HITEC
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Wait, did we repeat this one?
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Austin, Texas
HFTP HITEC
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Did the sign on roof change?
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Austin, Texas
HFTP HITEC
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Nicer design, but is it unique?
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Austin, Texas
HFTP HITEC
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Inspiration
Robert Cole
Founder
June 21, 2011 Austin, Texas HFTP HITEC Distribution Super Session
Image: another.point.in.time (Flickr)
RockCheetah
Morgans Hotel Group
June 21, 2011
Austin, Texas
HFTP HITEC
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Austin, Texas
HFTP HITEC
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Austin, Texas
HFTP HITEC
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Austin, Texas
HFTP HITEC
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Research Corp. Director of Revenue Management
Alan Genin
Great Wolf Resorts
June 21, 2011
Austin, Texas
HFTP HITEC
Alan Genin| Great Wolf Genin|
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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
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Be the Conduit
Mom
Facebook/ Social
Ask A Mom
Trip Advisor/ Guest Reviews
YouTube
greatwolf.com
June 21, 2011
Austin, Texas
HFTP HITEC
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Don t Control
Enable
Provide Platform on brand.com Support 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
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Planning
Ran Weerasuriya Mammoth Mountain
Director of Revenue Management
June 21, 2011
Austin, Texas
HFTP HITEC
Ran Weerasuriya | Mammoth
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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
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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
Thomas Patchin | Station Casinos
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Image: Red Rock Casino
June 21, 2011
Austin, Texas
HFTP HITEC
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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
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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
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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
Kurien Jacob | Highgate
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A very valuable potential booking:

6 nights long length of stay About a month in advance revenue managers 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 sales 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 sales This is all IRRATIONAL to the consumer. This makes more sense to the consumer
June 21, 2011
Austin, Texas
HFTP HITEC
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Clear Options for Consumer
June 21, 2011
Austin, Texas
HFTP HITEC
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Rich Pictures in Booking Pages
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Austin, Texas
HFTP HITEC
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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
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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
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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
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
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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
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Sharing
Tanya Pratt International Fairmont Raffles
Executive Director - Customer Information Systems
June 21, 2011
Austin, Texas
HFTP HITEC
Tanya Pratt | Fairmont/Raffles
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Image: Fairmont San Francisco
Fairmont Hotels & Resorts Everyone s an Original
June 21, 2011
Austin, Texas
HFTP HITEC
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Review: Seven Stages of Travel

INSPIRATION
SHARING
RESEARCH
TRAVEL
PLANNING
BOOKING
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
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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
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


Seven Travel Planning Steps - Impact On Hotel Distribution Strategy

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

Image: Brave Heart (Flickr)

June 21, 2011

Distribution Super Session

Robert Cole | RockCheetah

Image: Images by John 'K' (Flickr)

Corporate Director of Revenue Management

Great Wolf Resorts

Ran Weerasuriya Thomas Patchin Kurien Jacob Loren Gray

Director of Revenue Management

Senior Vice President, Interactive Marketing

Senior Vice President Revenue & Distribution

Executive Director - Customer Information Systems

Fairmont Raffles International

A Different Perspective on Hotel Distribution

Distribution Super Session

Robert Cole | RockCheetah

Distribution Isn t Just Technology

Not Just Making a Booking

Distribution Super Session

Customer Engagement is King

June 21, 2011

Distribution Super Session

Robert Cole | RockCheetah

Image: Defence Images (Flickr)

Loyalty is Based on Values

Value Drives Transactions Loyalty

Distribution Super Session

Seven Stages of Travel

Image: kevindooley (Flickr)

Six Hospitality Touch Points

June 21, 2011

Distribution Super Session

Robert Cole | RockCheetah

Multiple Traveler Personas

Weekend with The Guys

Distribution Super Session

Image: Greything (Flickr)

Result: One Size Doesn t Fit All

Game: Guess the Brand

Profit Only Results From Value is Created

What brand is this?

June 21, 2011

Distribution Super Session

Robert Cole | RockCheetah

Unique selling proposition?

June 21, 2011

Distribution Super Session

Robert Cole | RockCheetah

June 21, 2011

Distribution Super Session

Robert Cole | RockCheetah

Wait, did we repeat this one?

June 21, 2011

Distribution Super Session

Robert Cole | RockCheetah

Did the sign on roof change?

June 21, 2011

Distribution Super Session

Robert Cole | RockCheetah

Nicer design, but is it unique?

June 21, 2011

Distribution Super Session