ArabNet Digital Summit 2012, March 27 - 31. Industry Day, March 28, Tourism & Travel Track Presentation by Coral Suites Hamra: Safa Rahal, Revenue and E-Commerce Manager, Coral Suites Hamra

1. E-COMMERCE STRATEGIES FOR
HOTELS
By: Safa Rahal
Revenue & E-Commerce Manager
Coral Suites Al Hamra Hotel

2. CORAL SUITES AL HAMRA
BEIRUT, LEBANON
 4 star hotel
 38 rooms & 63 Suites
 1 outlet, 1 meeting room & 1 ballroom
 Chain of Coral Hotels & Resorts
 Managed by (HMH) Hospitality Management Holdings
 Regional:
Prepared By: Safa Rahal - Revenue & E-Commerce Manager

3. CSH MARKET SEGMENT MIX
DISTRIBUTION OF BOOKINGS (YTD)
2011 2012
Other Other
18% OTA's 17%
24% OTA's
32%
BAR Brand Bar
20% Site 23%
12%
Brand
TA's Site
TA's
10% 18%
26%
Prepared By: Safa Rahal - Revenue & E-Commerce Manager

4. CSH CONTRACTED OTA’S
Prepared By: Safa Rahal - Revenue & E-Commerce Manager

5. MANAGING & DISTRIBUTION
 All OTA’s are managed through an Online
Distribution Management Software / XML
 Interfaced Inventory VS. Allotment Inventory
Prepared By: Safa Rahal - Revenue & E-Commerce Manager

6. ONLINE PROMOTIONS
Prepared By: Safa Rahal - Revenue & E-Commerce Manager

7. TRIP ADVISOR
 Guest Comments:
 Continuous monitoring
 Intercepting customer complaints as early as
possible
 Instant corrective action
Prepared By: Safa Rahal - Revenue & E-Commerce Manager

8. TOP RATING & VISIBILITY
MAINTAINING THE “GOLDEN TRIANGLE”
 Sales Volume
 Availability
 Conversion (bookings per visitor)
 Cancellation %
 Profile Content
 Guest reviews
 Rate Parity
 Invoice Payments
Prepared By: Safa Rahal - Revenue & E-Commerce Manager

9. ENHANCING BRAND WEBSITE
 Exclusive Promotions
 Rewards & Loyalty Programs
 Corporate event promotions
 Business Listings through Trip advisor
Prepared By: Safa Rahal - Revenue & E-Commerce Manager

10. E-COMMERCE STRATEGY
 Exposure on new potential OTA’s
 Driving traffic to brand website
 Customer Satisfaction & positive reviews
 Exposure through Social Media
Prepared By: Safa Rahal - Revenue & E-Commerce Manager

11. KEY ELEMENTS FOR A SUCCESSFUL
E-COMMERCE STRATEGY
 Employ all OTA’s & Social Media
(Exposure, promote & Interaction)
 Continuous monitoring
(Content, availability & rates)
 Focus on customer reviews – retaining customers &
maintaining relationships
Prepared By: Safa Rahal - Revenue & E-Commerce Manager

12. Prepared By: Safa Rahal - Revenue & E-Commerce Manager