Session 3 Webminar
MARIE BOUQUIN MBA 2B

Review Pro
 10 000 clients all around the world such as ….

Review Pro
 They help to manage the reputation of their clients with
revenue management and global review index.
 Cornell university conducted a study in partnership with
Review Pro and STR.
 Result on study : the performance of a hotel has a link
with its online reputation.

History of Revenue Management
 Begin with airlines companies in 1980
 Used ten years later by hospitality industry.

What are the conditions ?
 Customers willing to pay different price for the same
product.
 To have perishable inventory.
 Fixed resources to sell.

New challenges !
 Channel proliferation.
 Dozens of distribution channels.

New metrics to benchmark performance
 Jason Lewis (Vice president of sales EMEA) « Hospitality
industry has to understand customer purchase journey ».
Dream + Search + Book + Stay
 What kind of commodity there is around the hotel ?
 What kind of neighborhood customers are looking for ?

How hoteliers increase direct bookings?
 Is there a balance strive for between OTA and direct bookings ?
 Yes like :
 Incentives if customer book directly on website like 20% of
discount.
 To hire russian employee to attract russian market.
 Hotel need to do to adapt to this trend ?
 Google hotel finder / Trip advisor / Kayak / Trivago.
 Site minder changes the worl of distribution help to increase your
online distribution and maximise revenue.

Evolution of the role of revenue manager ?
 Chedi Farhat « Vice president revenue management & distribution of
Morgan hotel group ».
 « Greatest enemy to human potential is your confort zone ».
 Revenue manager is the creator of the demand focus on profitability.
 Pirocing is not the only thing important.
 Reputation is also very important to loyal the guest
 Don’t treat your customer equally.

Better way to measure ?
 occ X average rate / hotel rooms – costs of acquisition.
 Benchmark your ADR occupency RevPar and
reputation performance compared to your direct
competitive set to identify operatioal areas for action to
maximise revenue.
 Review Pro has partenered with Ideas revenue solutions
this module provides hotel revenue managements with
fully automated pricing recommendations based on
hotel’s reputation within its competitive set.

Key Takeways
1. Keep up with trends and focus on big pictures.
2. Utilize tools to optimize your positioning and make more
informed decisions.
3. When assessing performance take into account costs of
acquisition.
4. Focus on brand distinction vs commodatization what
makes your hotel more desirable / worth more ?
5. Don’t forget the traveler ! Audit rate positioning from
the traveler’s perspective.