More than mere places to stay, “business hotels” have transformed into “business facilitating venues”. Business people prefer to meet or attend a conference in a hotel in the city, rather than travelling many miles to the place where the factory is located. This has been the subject of a true revolution in the hospitality market: business hotels generally earn 40-50% of their total revenue through non-room related revenue. Not only the meetings are charged, also food and beverage sales spice up the total tab. What’s more, business people prefer to stay in the hotels where they have their meetings. In other words, meetings also account for part of the room revenue, making them additionally important for the hotel’s profitability. In order to attract people to your hotel, your meeting services must excel. This means an excellent environment, good food, perfect location, and also the right meeting room infrastructure. But how can you really differentiate from the competition? This presentation will give you some ideas how to do this.

1. Smarter meetings
Revenue generator for the hospitality industry
Feb. 2015 Lieven Bertier – Global Marketing Manager

2. Investment sentiment at all-time high ...
Investor sentiment for trading
has surged to an all time high,
with positive trading sentiment for
all three regions broadly aligned
Source: Jones Lang Lasalle – Hotel Investor Sentiment Survey June 2014

3. As hospitality market keeps on growing
Source: Euromonitor International, travel and tourism: global hotels
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
Global Business Trips
Global Business and Leisure Trips
2011/2016
600
500
400
300
200
100
0
Global Hotel value Sales 2011-2016
Global Leisure Trips 2012 2013 2014 2015 20162011
2011
2016

4. Business hotels
“In the current market
scenario, 40% to 50%
of the total revenue is
generated through
non-room related revenue”.
(Dhiraj Trivedi, director - group e-marketing,
The Park Hotels, India)
50%
room revenue
40-50%
non room
revenue
Generate more than 50% of
revenue from business guests

6. Your average business traveler will change
 67 percent of business travelers
are male and more than half of
this group are between the ages
of 32 and 54.
1
Sources: Deloitte: Hospitality 2015, game changers or spectators? – PWC: Room to grow

7. Mobile everywhere2
Source: Smartbrief Media Services: 10 hospitality technology trends you need to know about
87%
Nothing:
it should be free
How much are you willing to pay for Wi-Fi?
8% - 15$ or more
for premium service
4% - $15
1% - $10

8. “Guests, especially business travelers, want simplicity.
They want to be able to turn something on and go. They
don’t want tech for the sake of tech, and we get that.”
Niki Leondakis, CEO of Commune Hotels & Resorts
Simplicity rules3

9. Employee retention4
Hotels will face the challenge of employee
retention in the future. Hotel employees have
historically been asked to work harder for less
money than most other occupations. It is not
unusual for the front desk clerk to also be the
person that sets up the breakfast buffet,
cleans the lobby, does the bookkeeping and
also must greet every guest with a big smile.
Housekeeping is often asked to clean three or
four rooms per hour in an 8-hour day
Source: Deloitte: Hospitality 2015, game changers or spectators?

10. Think beyond hotel guests5
“Most hotels, lobbies and boardrooms, a lot of
them sit empty during the day. Why not allow
people to come in during the day and allow
them to use our space? It creates awareness,
generates food-and-beverage sales—all types
of things.”
Peggy Roe, VP of global operations services for Marriott
Source: www.hotelnewsnow.com/Article/10727/Non-guests-driving-incremental-revenues#sthash.JJFQqI5m.dpuf

11. MICE is changing6
 Meeting demand is at its peak since 2008 — and growing across all
sectors.
 New age technology — Meetings and events are getting more tech-savvy
than ever before. Apps downloaded on smart phones and iPads, easily
accessible mobile sites and meeting-dedicated Facebook pages are all
around. Note taking through iPads, projectors and the latest audio-visual
technological tools – events have been totally transformed by
technology.
 The Meeting Package is back — The last couple of years saw a decline in
the meeting package but it has made a strong comeback again this year.
Source: http://www.worldluxurytourism.com/mice/mice-trends-and-its-immediate-future.html

12. But the one word coming back in every conversation:
BRAND differentiation7
The next five years will herald the era of a
consumer-led brand focus for the hospitality
industry. Consumers are changing faster than
ever before in both attitude and behaviors.
Source: Deloitte: Hospitality 2015, game changers or spectators?

14. How to differentiate?

15. Traditional ways of differentiation are gone
The websites of many top end hotel
chains are currently difficult to
distinguish from one another, with
frequent repetition of the words ‘luxury’
and ‘experience’ and relatively similar
messaging. We believe that much
greater differentiation will be needed
over the next five years to capture the
loyalty of the traveller.
Source: Deloitte: Hospitality 2015, game changers or spectators?

16. The answer to the business traveler:
‘smart’ meeting room packages

17. ParkInn by Radisson: Smart Meetings and Events

18. Marriott: ‘inspired by people’ meeting spaces

19. Meeting@Novotel

20. Can technology help further differentiate?
8 out of 10 European business
leaders expect technology to make
meetings more productive
80%
Of the European business
leaders expect technology
to make meetings more
productive
30%
Find hotel technology
essential
50%
Find hotel technology
Important
Source: Meeting room of the future survey by Barco
Source: Smartbrief Media Services: 10 hospitality technology trends you need to know about

21. Screen mirroring as one of the exciting technologies
1. Marketing advantage
2. Loyalty driver
3. Cost saver
4. Attracting new customers
5. Revenue generator

22. Marketing advantage1
Vandervalk, Eindhoven, Netherlands

23. London Marriott Hotel Kensington
23

24. Loyalty driver2
“Many customers are coming back
since we updated the meeting package.
They’ve experienced the reliability
of our systems and the comfort and
convenience to hold their meetings
here, hassle free and problem free.”
Erich Zuri, General Manager of Marriott München

25. Cost saver3
“Quite often we have customers coming in and asking for a
meeting room, immediately. In these cases, there is no time
to set up the room or the technology, it just has to be ready…
or we lose the client. With ClickShare, we don’t need much
time to set up the system or instruct the customer. It is ready
and easy to use. We can explain it in three simple steps.”
“During a recent board meeting, a pharmaceutical company
had four different types of presentations to show. They were
really excited about the flexibility to change presentations
during the meeting without interruption or any changing of
cables.”
Kathrin Hanisch, Director of Event Management, Marriott Munchen

26. Attract new customers4
 “We’ve all sat outside a coffee shop with free Wi-Fi to be on a conference
call. In hotels there is a lot of underutilized space during the day, and we
thought it would be a good way for our hotels to invite people in.”
 Marriott’s new Workspace on Demand service allows non-hotel guests, such
as small businesses and entrepreneurs, to book meeting space at Marriott
properties on half-day or full-day basis. Larger groups can book meeting
space that includes audio-visual equipment and Wi-Fi.
 Peggy Roe, VP of global operations service for Marriott International
Source: www.hotelnewsnow.com/article/10764/10-trends-in-hotel-technology#sthash.LCYZbazU.s2fhLQ0t.dpuf

27. Revenue generator5
Our focus on Meetings, Incentives, Conferences and
Events (MICE) Business has generated an average
annual increase in revenue of around 25%
since 2004.
Source: www.rezidor.com/phoenix.zhtml?c=205430&p=devrevenue#sthash.z6ELhvI3.dpuf

28. 28
@barcoclickshare
youtube/barcoTV
www.barco.com/switch