Hotel and Tourism Evening. Insights from ONYX Hospitality Group

Transcription

1 Hotel and Tourism Evening Insights from ONYX Hospitality Group

2 Coming up About ONYX Hospitality Group Predicting the future is hard Key current and future trends we are watching Distribution Mobile - Google Maps Chatbots Social Media Competition online Platforms

3 About ONYX Hospitality Group ONYX Hospitality Group was founded in 2010, previously known as Amari Hotels and Resorts With over five decades of experience, we combine the expertise of a global executive team with the hospitality excellence that Asia is renowned for We currently operate 48 properties in Asia with an aim of having 99 hotels open across the region by 2024 Hotels/Resorts Serviced Apartments Spas

4 ONYX Footprint

5 Predicting the future

6 My forecast for 2014 EFT: What major trends do you forecast for hotel distribution in 2014? CP: I expect to see a lot of major trends in the coming year, including: 1. Further resurgence of meta-search 2. For Google Hotel Finder to finally make an impact after a few false starts 3. OTAs to continue to dominate but many suppliers will figure out ways to wrestle back control with smart marketing, social media and personalisation 4. There will be more noise about mobile and social media 5. Many will scramble to reposition themselves in the mobile world especially for Asian customers 6. Bed banks will continue to edge out traditional wholesalers and more wholesalers will move to dynamic systems to compete 7. OTAs grown will start going flat in more markets and competition from suppliers, Google and others will see the emergence of more interesting tactics 8. Big data and better targeting will improve yields for many hotels but competition for online customers will be heated more than ever. 9. Technology providers, meta-search players and others will continue to find opportunities to get suppliers away from intermediaries.

7 Distribution before Non-contracted Agents Wholesale/ DMCs GDS Bed Banks Property Brand Site Meta-search OTAs

8 Distribution today Non-contracted Agents Wholesale/ DMCs GDS Bed Banks Property Third Party Sites Brand Site Meta-search OTAs Expedia/ Ctrip Package Rate

9 Mobile - Google Maps

10 Chatbots 01 Being Present 24/7 Handling frequently asked questions 24/7 with preprogrammed responses 02 Lead Generation Users can simply check current deals without leaving the chat window 03 Data Collection / Remarketing Retargeting users who ve previously interacted with our chatbots The stats predict that by the end of 2020 about 80% of business will adopt chatbot to increase their Business revenue. Business Insider Intelligence

11 Social Media 01 Slow steady growth is better than a burst building relationships and a reputation is our focus 02 Sharing & Commenting are our key metrics 03 Emphasis on consumer focused content

12 Your competition is not what you think

13 Personalisation will be the expectation First time visitor Standard web template Repeat visitor Rules: - Focus on experience - Show VDO and Virtual Tour - Show descriptions - Focus on experience - Show virtual tour - Show hotel descriptions - Focus on bookings - Show booking mask - Show offers

14 Emerging platforms to watch

15 Key takeaways Predicting future is hard but you have to prepare The distribution landscape is ever changing, be flexible and strategic on you how adapt Less variation you have among rates for various (FIT) segments, less parity challenges Google and Facebook has more reviews now, pay attention to them Engagement is key on social media and videos are getting the engagement now Competitive set has a different meaning online, leverage the constant shift Your customers will want a personalised experience from the moment they begin their journey, start planning Emerging platforms could make a significant impact, experiment with them

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