maximizing revenues through value added services
TRANSCRIPT
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International Conference on Travel Technology, India
9th June , 2013The Leela, Kovalam
www.lemontreehotels.com
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• 22 hotels, 2600 owned and operated rooms in 14 cities
• Ranked in the Top 50 Great Places to Work 2012 among large companies (>1000 employees)
• 16 hotels have been awarded the TripAdvisor Certificate of Excellence 2013
• Outlook Traveller Readers Choice Award 2012: Best Mid-range Hotel Chain in India
• Lonely Planet Travel Awards 2013: Amongst the top two brands of Best Hotel For Value
• National Award, Government of India - Ministry of Social Justice and Empowerment: Best Employer (2011) and Barrier-free Environment for Persons with Disabilities (2012)
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Maximizing revenues through value added services
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Objective
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The Basics
Opportunity
Source: h2c GmbH
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Ancillary sales constitute less than 2% of U.S. hotels’ revenue
Source: PhoCusWright
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Challenges
• Consumer behaviorConsumer behavior
• Simplifying the productSimplifying the product
• Effective communicationEffective communication
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UnderstandingCustomer Needs
FIT customer base of 77 respondents who booked through online channels
Top inclusion requestsTop inclusion requests
• InternetInternet
• Airport transfersAirport transfers
• Other mealsOther meals
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Segmenting & UnderstandingDecision Influencers
FIT customer base of 77 respondents who booked through online channels
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• Understand your customer needsUnderstand your customer needs
• Package your productPackage your product
• Educate your teamEducate your team
• Share your profitsShare your profits
Key Drivers: Ancillary Revenue