latin america sales management june 2009
DESCRIPTION
Latin America Sales Management June 2009. 45,0. 7.200. 109,9. 7,00%. 12.500. 5,10%. 3,00%. 4,00%. 29,1. 7.600. 8,00%. 191,9. 4,00%. 9.700. 5,00%. 4,0%. 16,4. 14.400. 40,6. 5,00%. 13.000. 7,00%. 9,00%. 9,00%. LATAM: 379 MILLIONS HABITANTS EMERGING MARKET. - PowerPoint PPT PresentationTRANSCRIPT
Latin AmericaSales Management
June 2009
LATAM: 379 MILLIONS HABITANTS EMERGING MARKET
Population 2008 (Millions of habitants)
GDP 2008 USD per capita
Growth GDP 2008 (in % )
Inflation 2008 (in %)
191,99.7005,00%4,0%
29,17.6008,00%4,00%
45,07.2007,00%5,10%
40,613.0009,00%9,00%
16,414.4005,00%7,00%
109,912.5003,00%4,00%
Source: indexmundi.com / 2008
– Comission: 10%
– Form of payment: Invoicing for most countries
• Credit Card 50% / Invoicing 45% / Cash 5% (Midscale Brazil)
– TMC’s: Only in Brazil they are formally organized. Competition
still practices Travel Agencies Rates (AGV). Quite few are
developing SBT.
– Travel Managers: Well organized in Brazil (NBTA basis) and
Argentina. Pushing for 2 years contract and flat rates.
– DMC’s: Due to dollar devaluation, started to sell to Corporate.
Flat Rates in dollar hard to negotiate. Quite few are online.
– Tour Operators: Dominate small hotel chains pushing prices
down. Pushing on flat rates. Offer better commission than
suppliers.
– OLTA: Biggest are HOTELDO and E-HTL. Online connection via
CM Net project still in development.
Market Overview – HOTEL BUSINESS
Payment / Remuneration
ACCOR LATIN AMERICA SCENARIO
Outbound from BR
– Lack of defined KPI ‘s for Regional and International
– Oil, construction, mining, automotive and agro business
– Use of DMC’s as reservation channel
Other countries
– Difficulties to measure and manage
• Definition of database / portfolio management
– Booking channel: 70% of bookings directly in hotel– Payment: 45% invoicing
• 10 days after check-out for Corporate (pushin to 45 days)• 20 days after check-out for TMCs group
– New Reporting System (info per portfolio/channel/intermediate)– ASA in Central Sales /Implementation in Hotel Sales Started in
July
Domestic BR (Midscale)
SALES STRUCTURE – ACCOR HOSPITALITY LAT.AMERICA 2009
Central Sales
Hotel Sales
KAM’S DUTIES
• Pricing• Contracting• Loading• Animation / training• “Pass-through”
CENTRAL SALES x HOTEL SALES DINAMICS
CLIENTE – Key Account
CENTRAL SALES
LATIN AMERICA HOTELS
HOTEL SALES
• RFP (ACQ)• MICE Leads• Long stay /• Relationship
SALES PERFORMANCE per BRANS - YTD 08/08
Resultados YTD May 2009
Total (Equipes) Room Revenue Sales (R$) Total Room Revenue Accor (R$) Sales Portfólio (%)
Sofitel 12.631.098 42.439.915 30%
Mercure Apartments 37.691.525 77.286.424 49%
Mercure 19.250.760 40.532.007 47%
Novotel 10.859.391 24.057.707 45%
Total Bandeira 80.432.774 184.316.053 44%
Obs.: Sofitel Florianópolis e Salvador estão sendo considerados na bandeira Sofitel.
Total (Equipes) Sales Portfolio Room Nights Total Room Nights Accor Sales Portfólio (%)
Sofitel 30.564 92.209 0
Mercure Apartments 233.215 454.971 1
Mercure 110.153 205.337 1
Novotel 58.246 124.452 0
Total Bandeira 432.178 876.969 49%
Obs.: Sofitel Florianópolis e Salvador estão sendo considerados na bandeira Sofitel.
SALES PORTFOLIO PERFORMANCE
SALES PERFORMANCE PER SALES TEAM YTD MAY 08 x 09
2008 2009 2008 2009 2008 2009 Var %
Hotel Sales 259.015 201.737 - 22,1 44.432.393 37.499.078 - 15,6 171,54 185,88 8,4
Agencies 91.191 65.337 - 28,4 16.270.771 12.401.839 - 23,8 178,43 189,81 6,4
Corporate 178.829 136.850 - 23,5 28.642.881 23.002.829 - 19,7 160,17 168,09 4,9
Turismo 37.990 22.848 - 40 6.614.516 6.449.926 - 2,5 174,11 282,30 62,1
TOTAL 574.616 432.183 - 25 97.470.387 80.433.389 - 17,5 169,63 186,11 9,7
DM REALRH REALRN REAL
Var %Var %
Figures Jan Fev Mar (07 x 08). Source Cognos.
FIGURES – TOP 20 CLIENTS
PERFORMANCE vs COMPETITION - TMC’s
Favecc
TMC Brasil
TRENDS LATAM
– Market started to react after May (mostly Groups)– Battle for Revenue focused in Distributors (Travel
Agencies, TMC’s, MICE organizers and Tour Operators)– Pressure from Corporate Clients to include Breackfast
and Internet in RFP rates– New Competitors to be in country after 2011 (Economic
and Midscale)– TMCs to threat suppliers with production suspension if
we don’t pay overcomissions or Entrance Fees– Most TOP clients are not accepting rates raises over
inflation– Panic Management from competition leading to rate war
in some areas
MIDSCALE
– Mostly same trends, but competition is applying Midscale rates for Upscale brands
– Usage of Trade Marketing to sustain brand knowledge and share of mind
UPSCALE
AgenteAccor.com.br
Travel agencies website
AWP – Agencies Web Program
Online Multi brands Guide
Travel Agencies Campaign
13% comission campaignLaunch of loyalty program
Tradeshows & Events
Budget Trade Marketing
Dependency on Brands
Official calendar = 15 tradeshows
Travel Agencies Day
Sales Training
TRADE MARKETING