unbreak the fragmentation: the hotelier movement toward the single screen
TRANSCRIPT
UNBREAK THEFRAGMENTATION
The hotelier movement
toward...
EVP Global Enterprise Sales & Business
Development
David Chestler
…the single
screen.
David ChestlerExecutive Vice President, Global Enterprise Sales & Business Development
▪ 27 years in the travel technology industry
▪ First co-chair of HTNG’s Software Resource Team
What we will cover today
How the purchase of travel has evolved
The integrated
guest experience
The new challenge for
hoteliers
Hotel of 2020
The rise ofa new
economy
How tech-ready are your guests?Here’s how ready they are in Australia!
Source: Roy Morgan Research; 12 months to June 2016
Source: Roy Morgan Research, 12 months to June 2016
And where are you?Be led by your guests and their experiences, not your own
How we purchase travel has evolved
Have we come full circle?
It is so much work to be a hotelier today...
The challenge
Endless channels to
reach guests
Bookings now online and
mobile
Countless systems
to manage
MissingREVENUE
LosingMONEY
WastingTIME
The new need…
to be everywhere.
Mobile’s share of online bookings is on the up
Source: “Travel Flash Report”, Criteo, 2016
Give guests no reason to abandon youPatience is a thing of the past
Source: “The business value of User Experience Design”, PointSource, 2016
UX is part of the guest experienceLoyalty and satisfaction can start on your website
Source: “The business value of User Experience Design”, PointSource, 2016
The challenge
Endless channels to
reach guests
Bookings now online and
mobile
Countless systems
to manage
MissingREVENUE
LosingMONEY
WastingTIME
Greater reach, greater revenueReservations through SiteMinder’s Channel Manager
by number of channels per hotel, 2016
Don’t forget about direct bookings...
Friend or foe?Beware of the Trojan horse
▪ OTAs are buying other OTAs
▪ OTAs are buying meta sites
▪ OTAs are buying hotel management systems
▪ Meta sites are buying OTAs
Remember
▪ Direct may not always be your least expensive channel, but you own the guest and the data
▪ OTAs and meta sites are merchandising much better than hotels on their own direct websites
“No data, no relationship.”Charlie Osmond, CEO, Triptease
The state of the European hotel market
Independents will contribute 56% of all hotel rooms in 2017,
a drop from 58% in 2013 with chains growing 3x faster
OTAs represented 71% of online gross
bookings in 2015
2-in-3 hotels expect to increase direct distribution
over the coming year
Sources: “Independent Lodging Market Report”, Phocuswright and h2c co-sponsored by SiteMinder, 2015
The US: Bigger but story is much the same
30% of US hotel rooms belong to independents
OTAs will represent 52% of online gross
bookings by 2017
67% of all hotels expect to increase direct distribution
over the coming year
Sources: “Independent Lodging Market Report”, Phocuswright and h2c co-sponsored by SiteMinder, 2015
The challenge
Endless channels to
reach guests
Bookings now online and
mobile
Countless systems
to manage
MissingREVENUE
LosingMONEY
WastingTIME
A common need for technology to take control
Sources: “Independent Lodging Market Report”, Phocuswright and h2c co-sponsored by SiteMinder, 2015
CHANNEL MANAGER
PROPERTY MANAGEMENT
SYSTEM
INTERNETBOOKING ENGINE
MOBILEWEBSITE
Usage across Europe and the US
The information age has given rise to the Desire Economy
“Authenticity is what the independent sector can own and the brands can only follow.”
Will Ashworth, Managing Director, Watergate Bay in Cornwall
Independents v chains, 2000-2015
Source: “Comparison of independent and chain hotels performance 2000-2015”, STR, 2016
“Exist to create an integrated guest experience.”Matt Luscombe, Chief Commercial Officer - Europe, InterContinental Hotels Group
The personalised experience, from end-to-end
Become more hospitable online
Engage with your guests during
discovery, before they purchase
Extend that hospitality at your property and own your experience
Guest experience meets the Internet of Things
Automation, from the home to the hotel room
Sources “Echo & Co. to hit the home automation market”, Statista Digital Market Outlook, Gartner, 2016
Leverage location data
Think…
• Guests• Employees• BLE tags• Everything
ROI
• Improved GSS• Increased guest experience• Increased F&B revenue
Room service trays
Think... ROI
• Employee mobile device
• BLE/Zigbee door sensor• Tag on trays
• Motion sensor in room
• Door sensor
• Room service kiosk
• Improved GSS• Increased F&B experience
• Labor savings
Where is the bus?Think…
• Guest mobile phones• Smart buttons at bus stops• Radios in buses• Bus GPS devices• An Uber network• Smart displays for status updates• Guest TVs
ROI
• Improved GSS• Increased cool factor• Reduced cost – bus is
eliminated
Our industry is consolidating.It’s time your systems do, too.
Seamless integrations and
automation
Onedistribution ecosystem
Truerates and
availability
Real-time delivery of
reservations
Your hotel will still be just one piece of the guest’s complex travel booking experience
Guests are multi-screen users
Remove the friction!The shopping trolley is becoming obsolete
▪ Original disruptor Amazon still requires customers to take 13 steps to purchase – six steps if the ‘one-click’ option is used. By contrast, Facebook will soon allow users to click on an ad and make an instant purchase.
▪ Soon we will be able to find a book on Instagram, touch it, and have it delivered to our doorstep by Uber within the hour.Purchase to delivery: one step.
▪ The Desire Economy is driving the UX revolution.
Elegance issmart and simple
• Mobile-friendly UI and simplified UX• Flexible yield management• Holistic view of inventory. It’s about
visualisation
Technology that speaks your guests’ language – and yours True internationalisation means localisation
Pre-defined, pre-set intelligence
Rate parity
ASINGLE
LOGIN
Seize the opportunity: time is money!
MoreREVENUE
MorePROFIT
MoreTIME
23,000+ customers globally
160countries
200+PMS / CRS /
RMS partners
350+distribution
channel partners
500+team members
43.5 millionRESERVATIONS
US$16 billionREVENUE
What does yourhotel of 2020 look like?
[email protected]@dchestlerlinkedin.com/in/davidchestler
For more great hotel content, visit:SiteMinder.com/Resources