RegiÔtels has two main activities :

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2 01: I NTRODUCTION We are experts at helping small and medium sized hotels to grow revenues and profit. With our help, you can build direct business, find new customers and charge the right price every time. 2

3 We support small to medium sized independent hoteliers who represent the quality and culture of their respective regions. We guide and deliver through the whole commercial process from customer segmentation and pricing, through technology infrastructure, to online presence and direct sales activities. Our team has global experience, and we are particularly strong in Europe, the Middle East and Asia which we leverage for our partner hotels. In Luxemburg, we are a key partner of the Government in driving improved digital performance by regional hotels. RegiÔtels has two main activities : HOTEL SUPPORT Hotel Support consists of three integrated services : Digital Marketing & Online Distribution Sales & Marketing Revenue Management DESTINATION MARKETING Regiotels creates and sets up regional campaigns involving digital advertising and direct sales representation. Developing tourism and employment in this way can help stimulate the economies of local communities. 3

4 02: H OTEL SUPPORT Regiotels does more than only hotel support, by implementing a revenue management system and strategy, having a sales team closing deals with individual or group customers, guiding the hotels in their marketing strategy. 4

5 HOTEL SUPPORT ONLINE DISTRIBUTION SALES & MARKETING REVENUE MANAGEMENT HOW THE 3 SERVICES ARE INTEGRATED All of these services work together to drive the best performance for your hotel: Sales and marketing activities drive new customers to direct and 3 rd party sites Optimised sites encourage customers to make bookings Revenue management optimises the bookings which produce the greatest profit and refines the sales and marketing activities 5

6 DIGITAL MARKETING AND ONLINE DISTRIBUTION WEBSITES WHICH WILL ENCOURAGE CUSTOMERS TO BOOK DIRECT We can provide a completely new website with full functionality (integrated booking tool so your customers can book directly on your site, channel manager, Search Engine Optimization ) As well as being functional, the site is optimised to be attractive to customers: Our service includes professional photography to really show off your property We will work with you to describe your hotel in the best way. ONLINE SEARCH ADVERTISING We will put in place online search advertising based on keywords such as the name of your hotel, and we can also work with you to integrate all of the elements of our support with any other marketing activities you have planned. GROW YOUR PRESENCE ONLINE We grow your presence online so you don t have to rely only on websites such as Expedia or Booking.com. Let us take care of building all of the connections so that new customers can book through new partners, directly into your systems and without fuss. OPTIMISE YOUR PRESENCE ON THE ONLINE TRAVEL AGENCIES (OTAS) We help optimize your presence on the Online Travel Agencies (websites like Expedia, Booking.com ): Choosing the right key words which attract customers Having images which work in all of the different layouts thumbnails, galleries, for laptop or mobile phone Setting compelling offers: we can help you to put together promotional packages or negotiate commission rates which will raise your visibility on the sites where customers are booking MANAGE YOUR REPUTATION TO ENCOURAGE MORE BOOKINGS Reviews are everywhere, and they are very powerful in influencing customer decisions. Positive reviews are great, but not every guest experience is perfect. By reacting promptly and with the right tone of voice, you can turn a bad review into a positive experience. This is important both for customers who read the reviews, and for ranking on Google. SOCIAL MEDIAS We can also guide you on how to manage your social media strategy (Facebook page, Instagram Account ) 6

7 SALES & MARKETING There are thousands of potential customers within reach, but as a small or medium sized hotel, you just don t have the time to build all of the relationships and visit the trade events which will make a difference. With our huge network of existing relationships in Benelux, Germany, UK and Asia, and our many years of sales experience, our team will generate business from new channels such as: Corporate customers Groups, including from overseas Independent travellers (FIT) WORKING WITH TOUR OPERATORS AND TRAVEL MANAGEMENT COMPANIES You will already be connected to online travel agencies like booking.com, but there is also a huge market of agencies with high street shops and physical brochures and magazines. Often they can have their own niche customer segment, like international groups, or be based on an interest like outdoor sports. We can help you to be featured so that you reach these new customer groups: Offer the right price points for their customers Design the right profile to appear in their marketing material Create the right offers and promotions to really make an impact. FLASH SALES As well as OTAs and tour operators, another important set of agency partners are flash sales sites like Verychic.com. These drive incremental business by stimulating people to book a stay when they were probably not going to do so otherwise. Each site has its own requirements and success factors. Their customers have different price points, and are looking for different experiences. The processes for linking to their systems and ensuring that you are visible and bookable are also different each time. CORPORATE CUSTOMERS You may not have thought of your property as a business hotel but there are many opportunities to develop corporate bookings. Businesses may have away day meetings, or weekends away to celebrate together. And by offering promotional rates, there can be thousands of employees who think about your hotel before searching online for your competition. INTERNATIONAL EVENTS AND TRADE FAIRS ITB in Berlin, Vakanz in Luxemburg, WTM in London there are so many events where it is possible to find new potential customers and partners, but as a small and medium hotel, it s not effective for you to attend these. As your representative, we attend these and many more, always looking out for new opportunities. PARTNER WITH NATIONAL AND REGIONAL TOURISM ORGANISATIONS National and regional tourism organisations can help to increase the impact of many of the activities which we design and implement for small and medium size hotels. This can include shared presence at trade events and fairs or co-ordinated activity for marketing campaigns. They are also very useful for raising media awareness in some markets. HOW DO WE GET STARTED? The first step is to sit down with you and agree what that looks like for you. We carry out a full review of your hotel and make recommendations on the actions which we think will have the greatest impact. Once we have an action plan which is agreed with you, our sales efforts will quickly generate business leads and opportunities with new companies and customers. 7

8 REVENUE MANAGEMENT Part 1 WHAT DOES REVENUE MANAGEMENT INVOLVE? The most obvious part of Revenue Management is about setting prices, but behind this sits a range of detailed approaches which guide the whole commercial strategy. At the core of the strategy is deciding which customers to target and through which channels (Online Travel Agent, Tour Operator, Direct ). Once a strategy has been developed, the focus moves to managing the inventory of rooms. This could include using the availability of higher priced rooms to maximise revenue at periods of high demand, or using the availability of lower priced rooms to keep attractive prices for potential customers during periods of lower demand. Pricing itself is a highly dynamic activity, which includes detailed understanding of what is happening to competitors and the overall market, as well as reflecting the individual circumstances of our hotel and the success of all of the various elements of our strategy. Underpinning this work is technology infrastructure which ensures that there is a full and timely set of data which can be used to base decisions on. HOW DOES REGIOTELS SUPPORT SMALL AND MEDIUM SIZED HOTELS WITH REVENUE MANAGEMENT? SETTING THE STRATEGY STARTS WITH DECIDING THE TARGET CUSTOMER TYPES FOR EACH HOTEL AND LOOKING AT THE COMPETITION Hotels will have an established base of customers, but with Regiotels support, it may be possible to add new types of customers, eg corporate customers or tour operator business. Each segment will value different elements of the service, for example some may value the spa while others are attracted by the restaurant It is also important to know the strength and weakness of our own product compared to the hotels around us. Regiotels will look at customer reviews of the competitors to rank the different service elements. This information will then be used to guide what level to set the pricing at compared to competitors and what mix of customer segments is likely to be achieved. The Regiotels team are expert at developing hotel strategies based on these approaches to deliver the best commercial result THE NEXT STEP IS TO DEVELOP A PRICING GRID, WITH PRICES FOR THE WHOLE YEAR Individual hotels may already have pricing which reflects high/low season and week/weekend but a pricing grid is more sophisticated. The grid will have a much greater variety of prices to reflect historic booking trends in the local market and to make sure that the price on any particular day is the right one for a particular customer segment Each customer segment will have different pricing characteristics: when they book, how long in advance, which channel they book through, how much they (or the channel) are willing to pay, how likely they are to cancel, etc THE STRATEGY IS AGREED WITH THE HOTEL OWNER/GM AND REGULARLY REVIEWED TOGETHER The Regiotels team will develop a draft strategy and pricing grid. They will then get input from the hotel team and adjust the strategy and pricing grid until everyone is agreed on the proposed approach Each month, Regiotels will organise a meeting with the owner/gm of the hotel and any of their team who are engaged in Revenue Management, and with the Regiotels Revenue Management and Sales & Marketing teams. At the meeting, the group will review results and agree the strategy for the following months There are also likely to be calls from week to week to discuss individual opportunities or issues as they come up In addition, hotels will receive regular written reports so that they can track progress 8

9 REVENUE MANAGEMENT Part 2 REGIOTELS WILL PUT IN PLACE THE TECHNOLOGY INFRASTRUCTURE TO MANAGE THE REVENUE MANAGEMENT PROCESS Regiotels use a specialist software tool to manage the complex activities involved in Revenue Management. This tool needs to receive data from the hotel s Property Management System (PMS) each day, with information on what bookings were made, at what price, and other details of the transactions Regiotels will take on responsibility for the task of linking the systems, and if a hotel does not already have a PMS, Regiotels will provide one as part of the service THE STRATEGY IS REGULARLY ADJUSTED AND UPDATED AS PART OF A CYCLE There may be planned stages, for example every 6 months, when the strategy is reviewed formally. However, the strategy will be reviewed and smaller adjustments made all the time, reflecting the progress of the individual planned activities and new ideas and opportunities identified by the hotel or the Regiotels team WITH THE TECHNOLOGY IN PLACE, THE REGIOTELS TEAM IMPLEMENT THE AGREED STRATEGY Every day, the Regiotels team review the data for the individual hotel. They also review a market intelligence report to see the competitor hotels pricing and occupancy to see how our hotel compares. They will then review their forecast of which rooms are likely to be sold and to which customer segments in the weeks and months ahead. Based on this information and knowledge of what is happening in the local market, the team may make adjustments to pricing or availability for some customer segments At times of year when occupancy is high, the team will optimise revenue by closing off availability for the lower rate customers. When the hotel is not full, the Regiotels Revenue Management team will work with the Regiotels Sales and Marketing team to target customers who will generate the most revenue and who are most likely to respond Regiotels support doesn t just involve optimising room revenue: we also maximise the return from other services like the bar, restaurant and conference department 9

10 03: D ESTINATION MARKETING We build campaigns to drive awareness and revenue of hotels across regions. 10

11 Please contact Lorin Wahlers: 101 AVENUE DU X SEPTEMBRE L2551 LUXEMBOURG Lorin@regiotels.com