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Strategic Revenue Management
                                  .                                 .   .




 Leveraging the Online Channels

 Michelle Best Rosinsky
 Senior Manager, Hotwire
 Expedia® Partner Services Group




© Expedia Inc. Confidential and proprietary. All rights reserved.
Why Revenue Management is more important than ever

Online Distribution Strategy Matrix

Tips to Build Your Online Strategy




     AGENDA
© Expedia Inc. Confidential and proprietary. All rights reserved.   Expedia ® Partner Services Group | 2
IRELAND HOTEL HEADWINDS
      1.         Weakening external and domestic demand
      2.         Unfavourable foreign exchange movements
      3.         Overcapacity




© Expedia Inc. Confidential and proprietary. All rights reserved.   Expedia ® Partner Services Group | 3
STRATEGIC OPPORTUNITY TO GROW REVPAR
Ireland ADR and Occupancy 2004-2011 YTD through August




   Source: Horwath Bastow Charleton

© Expedia Inc. Confidential and proprietary. All rights reserved.   Expedia ® Partner Services Group | 4
STRATEGY MATRIX




                                                                                                        Price
                                                  Booking Window
© Expedia Inc. Confidential and proprietary. All rights reserved.             Expedia ® Partner Services Group | 5
TIPS TO BUILD YOUR STRATEGY

          1. Build an international strategy

          2. Play the booking curve

          3. Plan to fill your gaps

          4. Leverage opaque channels



© Expedia Inc. Confidential and proprietary. All rights reserved.   Expedia ® Partner Services Group | 6
Build an international
                                                                    STRATEGY

     TIP 1
© Expedia Inc. Confidential and proprietary. All rights reserved.          Expedia ® Partner Services Group | 7
ONLINE CHANNELS PROVIDE INTERNATIONAL REACH…



                                                                                     New
     A Presence                                               Local                 Demand
     Around the                                                          Multiple
                                                            Language     Currency   to Your
       World                                               Translation               Hotel
                                                                         Support




© Expedia Inc. Confidential and proprietary. All rights reserved.                   Expedia ® Partner Services Group | 8
9.0%
                                                                                                              China
    … AND OPPPORTUNITY                                                                     8.3%
                                                                                           India



                                                                            2.6% 2.8%
                                                                                 Canada
                                          1.8% 1.8%
                                                                              US
                                    1.6% Germany UK
                              1.4% France
      0.9%
       Italy
                              Japan




      World economies are rebounding
             at different rates
Source: European Tourism 2010, Trends and Prospects, Q3/2010, European Travel Commission
  © Expedia Inc. Confidential and proprietary. All rights reserved.                          Expedia ® Partner Services Group | 9
SAME HOTEL,
DIFFERENT SITES

                                                                    Expedia.com

                                                                      You can optimize your
                                                                          RevPAR through a
                                                                      targeted international
                                                                                    strategy

                                                                    Expedia.co.jp

© Expedia Inc. Confidential and proprietary. All rights reserved.                   Expedia ® Partner Services Group | 10
Develop an international
           strategy that meets your needs




     TIP 1
© Expedia Inc. Confidential and proprietary. All rights reserved.   Expedia ® Partner Services Group | 11
Play the
                                          booking

     TIP 2
© Expedia Inc. Confidential and proprietary. All rights reserved.   Expedia ® Partner Services Group | 12
AN UNMANAGED BOOKING CURVE FORCES ADR DOWN




                                                                                                  Day of Arrival
ADR                        €€€
                                                                          €€
                                                                                          €
LOS                               3.0
                                                                           2
                                                                                         1.5
Share
  of
Rooms                                   26%                              31%            43%
                                > 1 month                           1 week - 1 month   < 1 week


© Expedia Inc. Confidential and proprietary. All rights reserved.
3. YIELD RATES UP
                                                      2 .OPTIMIZE RATES/OCCUPANCY
              1. BUILD YOUR BASE




                                                                                                           Day of Arrival
                       > 1 month                                    1 week - 1 month      < 1 week

© Expedia Inc. Confidential and proprietary. All rights reserved.
3. YIELD RATES UP
                                                2 .OPTIMIZE RATES/OCCUPANCY
        1. BUILD YOUR BASE




                                                                                                      Day of Arrival
                                                                                                      RevPAR
ADR

LOS

Share
of
Rooms                                   26%                              31%              43%
                                > 1 month                           1 week - 1 month    < 1 week

© Expedia Inc. Confidential and proprietary. All rights reserved.
Develop your own high yield
            strategy based to maximize the
                     booking curve




     TIP 2
© Expedia Inc. Confidential and proprietary. All rights reserved.   Expedia ® Partner Services Group | 16
Fill the
                                                                    GAPS
     TIP 3
© Expedia Inc. Confidential and proprietary. All rights reserved.      Expedia ® Partner Services Group | 17
Sundays                                                                        Christmas
                                                                    Cancellations




             Month End
               Push
                                                                                     Group Wash
                                                                     Short Lengths
                                                                       of Stays


© Expedia Inc. Confidential and proprietary. All rights reserved.                        Expedia ® Partner Services Group | 18
BE SURGICAL AND TARGET NEEDS


                                                                    Weekend Promotion


                                                                    Christmas Value Adds


                                                                    Packages Base Business

                                                                    Opaque Last Minute




© Expedia Inc. Confidential and proprietary. All rights reserved.                 Expedia ® Partner Services Group | 19
Have a 365 day strategy
         and target your need periods to
                maximize revenue




     TIP 3
© Expedia Inc. Confidential and proprietary. All rights reserved.   Expedia ® Partner Services Group | 20
Leverage

                                                                    OPAQUE

     TIP 4
© Expedia Inc. Confidential and proprietary. All rights reserved.      Expedia ® Partner Services Group | 21
BUNDLED BOOKINGS ARE VALUABLE




© Expedia Inc. Confidential and proprietary. All rights reserved.   Expedia ® Partner Services Group | 22
2x longer stays
Length of Stay
                                                                    23 days further out
Booking window
                                                                     $23 ADR premium
Higher ADR
                                40% less likely to cancel
Cancel less
© Expedia Inc. Confidential and proprietary. All rights reserved.                 Expedia ® Partner Services Group | 23
TRUE OPAQUE CHANNELS DRIVE LAST MINUTE DEMAND




© Expedia Inc. Confidential and proprietary. All rights reserved.   Expedia ® Partner Services Group | 24
OPAQUE STRATEGIES
                      Replace last-minute
                        group wash and
                         cancellations

     Build a non-                             Fill holes in weekly
   refundable base                                stay patterns
     months out



  Secure low season                           Generate business
    sales without                               after a re-flag,
   advertising low                            renovation or new
        rates                                      opening

                       Build incremental
                      visitors to the hotel
Use packages to build your base

                                                         Use opaque to sell your last rooms




                                                                                                                  Day of Arrival
              Package                                                           Opaque




                                                Booking Window
© Expedia Inc. Confidential and proprietary. All rights reserved.                        Expedia ® Partner Services Group | 26
Include bundled and pure
    opaque channels in your strategy




     TIP 4
© Expedia Inc. Confidential and proprietary. All rights reserved.   Expedia ® Partner Services Group | 27
1. Build an international strategy

2. Play the booking curve

3. Plan to fill your gaps

4. Leverage opaque channels

                                     Expedia ® Partner Services Gro
.                                          .            .




                                                             THANK YOU
                                                                    Go raibh maith agat




                                                                 Michelle Best Rosinsky
                                                                MRosinsky@Hotwire.com

© Expedia Inc. Confidential and proprietary. All rights reserved.

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Michelle Rosinsky - Hotwire

  • 1. Strategic Revenue Management . . . Leveraging the Online Channels Michelle Best Rosinsky Senior Manager, Hotwire Expedia® Partner Services Group © Expedia Inc. Confidential and proprietary. All rights reserved.
  • 2. Why Revenue Management is more important than ever Online Distribution Strategy Matrix Tips to Build Your Online Strategy AGENDA © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 2
  • 3. IRELAND HOTEL HEADWINDS 1. Weakening external and domestic demand 2. Unfavourable foreign exchange movements 3. Overcapacity © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 3
  • 4. STRATEGIC OPPORTUNITY TO GROW REVPAR Ireland ADR and Occupancy 2004-2011 YTD through August Source: Horwath Bastow Charleton © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 4
  • 5. STRATEGY MATRIX Price Booking Window © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 5
  • 6. TIPS TO BUILD YOUR STRATEGY 1. Build an international strategy 2. Play the booking curve 3. Plan to fill your gaps 4. Leverage opaque channels © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 6
  • 7. Build an international STRATEGY TIP 1 © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 7
  • 8. ONLINE CHANNELS PROVIDE INTERNATIONAL REACH… New A Presence Local Demand Around the Multiple Language Currency to Your World Translation Hotel Support © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 8
  • 9. 9.0% China … AND OPPPORTUNITY 8.3% India 2.6% 2.8% Canada 1.8% 1.8% US 1.6% Germany UK 1.4% France 0.9% Italy Japan World economies are rebounding at different rates Source: European Tourism 2010, Trends and Prospects, Q3/2010, European Travel Commission © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 9
  • 10. SAME HOTEL, DIFFERENT SITES Expedia.com You can optimize your RevPAR through a targeted international strategy Expedia.co.jp © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 10
  • 11. Develop an international strategy that meets your needs TIP 1 © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 11
  • 12. Play the booking TIP 2 © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 12
  • 13. AN UNMANAGED BOOKING CURVE FORCES ADR DOWN Day of Arrival ADR €€€ €€ € LOS 3.0 2 1.5 Share of Rooms 26% 31% 43% > 1 month 1 week - 1 month < 1 week © Expedia Inc. Confidential and proprietary. All rights reserved.
  • 14. 3. YIELD RATES UP 2 .OPTIMIZE RATES/OCCUPANCY 1. BUILD YOUR BASE Day of Arrival > 1 month 1 week - 1 month < 1 week © Expedia Inc. Confidential and proprietary. All rights reserved.
  • 15. 3. YIELD RATES UP 2 .OPTIMIZE RATES/OCCUPANCY 1. BUILD YOUR BASE Day of Arrival RevPAR ADR LOS Share of Rooms 26% 31% 43% > 1 month 1 week - 1 month < 1 week © Expedia Inc. Confidential and proprietary. All rights reserved.
  • 16. Develop your own high yield strategy based to maximize the booking curve TIP 2 © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 16
  • 17. Fill the GAPS TIP 3 © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 17
  • 18. Sundays Christmas Cancellations Month End Push Group Wash Short Lengths of Stays © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 18
  • 19. BE SURGICAL AND TARGET NEEDS Weekend Promotion Christmas Value Adds Packages Base Business Opaque Last Minute © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 19
  • 20. Have a 365 day strategy and target your need periods to maximize revenue TIP 3 © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 20
  • 21. Leverage OPAQUE TIP 4 © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 21
  • 22. BUNDLED BOOKINGS ARE VALUABLE © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 22
  • 23. 2x longer stays Length of Stay 23 days further out Booking window $23 ADR premium Higher ADR 40% less likely to cancel Cancel less © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 23
  • 24. TRUE OPAQUE CHANNELS DRIVE LAST MINUTE DEMAND © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 24
  • 25. OPAQUE STRATEGIES Replace last-minute group wash and cancellations Build a non- Fill holes in weekly refundable base stay patterns months out Secure low season Generate business sales without after a re-flag, advertising low renovation or new rates opening Build incremental visitors to the hotel
  • 26. Use packages to build your base Use opaque to sell your last rooms Day of Arrival Package Opaque Booking Window © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 26
  • 27. Include bundled and pure opaque channels in your strategy TIP 4 © Expedia Inc. Confidential and proprietary. All rights reserved. Expedia ® Partner Services Group | 27
  • 28. 1. Build an international strategy 2. Play the booking curve 3. Plan to fill your gaps 4. Leverage opaque channels Expedia ® Partner Services Gro
  • 29. . . . THANK YOU Go raibh maith agat Michelle Best Rosinsky MRosinsky@Hotwire.com © Expedia Inc. Confidential and proprietary. All rights reserved.