Virtuoso Reports Virtuoso Hotel Market Share Report

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1 VIRTUOSO.COM USER GUIDE Virtuoso Reports Virtuoso Hotel Market Share Report AUDIENCE: Preferred Hotel Partners. INTRODUCING THE VIRTUOSO HOTEL MARKET SHARE REPORT The Virtuoso Hotel Market Share Report provides answers to some of the most often-asked partner questions such as: What is my share of production among my Virtuoso competitive set? What is my demand and revenue share and overall ranking? Is my share declining or increasing YOY? Virtuoso has the unique capability of capturing transactional data from our agencies back office systems enabling us to generate and analyze reports from various booking channels including GDS and direct hotel bookings. The Virtuoso Hotel Share Report is based on transactional data from participating agencies in the U.S. and Canada. This report is for hotel partners only and provides an aggregate average percentage of their Demand and Revenue share per number of available rooms, according to a supplier-fixed competitive set. The report also provides a year-to-date, quarter or monthly comparison of properties Ranking and ADR. All information is based on consumed business. This is an easy-to-use, informational report for sales teams to obtain a quick look at your Virtuoso share and snapshot of your standing among your Virtuoso competitive set, based on GDS and direct bookings. Wholesale and Tour Operator production are not currently reported. The report does not synch with data from Virtuoso international agencies and does not provide specific agency information. It is an aggregate average percentage of your Fair Share, Demand and Revenue Share, Average Daily Rate, Ranking and Variance for your self-selected Competitive set. ENROLLMENT AND COST The report is accessible to Hotel partners who have enrolled in this report subscription service. Enrollment is on a quarterly basis in January, April, July and October via your Virtuoso Account Manager. The cost to access the report is $1,200 per year and the report may be viewed and exported to Excel on a continuous basis. HOW TO ACCESS VIRTUOSO HOTEL MARKET SHARE REPORTS Once enrolled in this subscription service via your Virtuoso Account Manager, to access the Virtuoso Hotel Market Share Report, open and log in using your Virtuoso.com username and password. From the Virtuoso.com home page, go to Supplier Tools > Virtuoso Reports and you will see the Virtuoso Hotel Market Share report in the menu. 1

2 If you cannot access the report, please your Account Manager or REPORT HEADERS There are three report header parameters: Supplier, Date Range and Competitive Set. Supplier Supplier is your hotel name and Supplier ID as it appears on virtuoso.com. This is selected by default, and cannot be changed. This allows each Hotel Partner to see only the data that pertains to their company. Date Range - Comparison By Month or Year-To-Date The Date Range filter allows you to select two specific date ranges to compare, rather than by quarter. If you choose a date range, the quarter comparison filter will disable. If you want to see how your hotel produced by month or year-to-date, use the date range filter. For example: Comparison by Month: January 1, 2016 January 31, 2016 compared to January 1, 2015 January 31, 2015 Comparison Year- To- Date: January 1, 2016 Present Date compared to January 1, 2015 to Same Date of Previous Year. Every time you access the report you will have the choice to choose any two date ranges (over 30 days) to compare OR to choose two quarters to compare. When choosing a date range, if you accidentally choose a date in the future, the report will only display data up to the present date as the report is based on consumed business. Comparison by Quarter If you leave the Date Range filter blank, the Quarter Comparison filter will allow you to select two time periods (quarters) for comparison. For example, you may want to see how you produced in Q compared to Q

3 Every time you access the report you will be able to select either two date ranges or two quarters to compare. Current quarter data is from the beginning of the current quarter to present. For best results, Virtuoso recommends pulling data at the end of each quarter. Choosing Your Competitive Set You may choose a minimum of 3 and a maximum of 10 Virtuoso hotels to compare to yours. This comp set may be in the same city or location as yours or may include similar hotels in another city or region. Only Virtuoso Hotels may be selected for comparison. Once your Competitive Set has been saved you cannot edit. Changes may be made twice per year, on a complimentary basis, by ing hotelsandresorts@virtuoso.com. To create your competitive set, click the Add Competitors to Compare link. This will open a pop-up that allows you to select your competitive set. 3

4 Within the Create Competitive Set pop-up, you can narrow the list of properties by location or simply type the full name of the hotel or resort into the search box. Once you have selected a hotel from the list, click the Add button to add them to the competitors list below. 4

5 Again, you may add up to 10 hotels to the list, but you must add a minimum of three before you can save your competitive set. Please review the list you create carefully to ensure it is correct before clicking the Save button. Once you have clicked Save, you can no longer edit the competitors you have selected. 5

6 Clicking Save will save your selections, and close the pop-up. Your Competitive Set will now appear as static text in the Report Filters. These Competitive Set selections will appear as static text in the filters every time the report is accessed by any user associated with your hotel. To run the comparison report, select your desired parameters, then click the Build Report button. This will display the Fair Share, Demand Share, Revenue Share, and Average Daily Rate for the selected Competitive Set, and Ranking and Variance for the two date ranges OR two quarters you have selected. You can print or export the report to Excel by clicking the buttons above the report output. 6

7 SAMPLE REPORT Report Output Definitions Fair Share: Subject property s room count percentage of comp set total. This percentage is based on how many rooms (keys) a hotel has within the comp set. For example, if there are 1,000 rooms total in the comp set, including your property, and your hotel has 100 rooms, your Fair Share is 10%. This number will not change if a date is changed, but will if there is a change in the comp set. This number is not a judgment on how the hotel is faring; just informational on how much you should be receiving based on your property size and comp set. Demand Share: Subject property s room night percentage of comp set total. The Demand Share reflects the room nights consumed during the selected time period in relation to the comp set. If a hotel s Ranking is high, the Demand Share number will most likely be higher than the Fair Share, meaning they are capturing more rooms nights than their competition. But the Demand Share does not determine the Ranking on this report. Having a Demand Share number higher than a Fair Share number is a good indication that your hotel is doing well in occupancy compared to the comp set. Revenue Share: Subject property s revenue percentage of comp set total. Revenue Share percentage determines the Ranking on this report. A lower ranking hotel will have a smaller percentage of the Revenue Share concluding that it is either selling at a lower rate than the rest of the comp set, or keeping rate high, but not selling rooms. A lower ranking hotel may have a Demand 7

8 Share higher than their Fair Share, but the conclusion would be that they are selling at a rate well below the comp set average, so not winning on Revenue Share. Ranking: Subject property s revenue share ranked against comp set properties. This is based entirely on the Revenue Share, highest to lowest. A property could show very high in Demand share, meaning it is getting Occupancy, but if it ranks low, it is not getting rate. Competitive Set Average Daily Rate: This includes the subject property. Best possible result is to have a Demand Share number higher than the Fair Share, and be ranked first or second in your market. 8