1. DORM for President –
Revenue Management Professionals
becoming Data Scientists and Marketing
Evangelists.
Frédéric Toitot, Director RM Programs & Careers, Global
RM & Pricing, Accor
HSMAI CONFERENCE, LONDON 24th February 2015

2. 2

3. 3
48
%
50
%
2
%
Fundamentally different Rather Different The same
98%believe that the job of RM will
substantially differ between today and 2020
% of answers to the question: « How do you see the job of a Revenue Manager between today and
2020?” (44 respondents)

4. 4
Revenue Management
will be substantially
impacted by the strong
development of
technology and the
emergence of big data
What about
the RM roles ?

5. 5
60%rank technology has the driving
factor of change in the future RM role
2%
3%
10%
11%
12%
25%
35%
More
educated
and
experience
Revenue
Managers
on
the
market
Accor
Organiza?onal
changes
Economic
Trend
and
Market
Varia?on
Growing
RM
Culture
in
hospitality
Clients
evolving
behavior
Technology
leap
(emergence
of
big
data)
Technology
leap
(emergence
of
mul?ple
travel/pricing
actors
and
solu?ons
on
the
% of answers to ranks 1 and
2 to the question:
« According to you, what is/
will be driving that change in
the RM Job? ( Rank by
importance, 1 being the most
important)” (44 respondents)

6. 6
A new set of
competencies
is required to
perform in
Revenue
Management

7. 7
50%believe Accor RM are especially
lacking forecasting and analytical skills
25% 25%
21%
13%
11%
4%
Forecasting,pricing,
channels
Dataanalytics
statistics
Market
environment
Experience
exposure
ProEnglish
XLS
% of answers to ranks 1 and 2 to the question: « In general, what are the main competencies you think
Revenue Managers are lacking the most today at Accor and that they should master in the coming years?
Rank the items (1 being the competency RM are lacking the most today)” (44 respondents)

8. 8
A new set of
competencies
is required to
perform in
Revenue
Management
Profiling and casting
The 2020 RM usual suspects

9. 40%
25%
24%
11%
The
YIELDER
The
HOTELIER
The
STATISTICIAN
The
MANAGER
9
Revenue Manager remains a specialist job
but more and more looking for data experts
% of answers to ranks 1 and 2 to the question: « If we had to hire tomorrow a Revenue Manager in a strategic Accor hotel,
which of the following profiles would you advise us to select in priority? Rank the profiles (1 being the top priority)” (44 respondents)

10. 10
New skills &
competencies
have to be
developed
through
modern, up to
date and in-
depth training
courses

11. 11
38%consider forecasting and pricing as
the key concepts to master to make Accor
RM outstanding professionals in 2020
Communica2on
and
presenta2on
skills
Data
analy2cs
and
applied
sta2s2cs
E-­‐distribu2on
&
channel
management
In-­‐depth
revenue
forecas2ng
and
pricing
14%
19%
30%
38%
% of answers to ranks 1 and 2 to the question: « According to you, among the following training courses, which ones do you think will make a difference
(period 2015-20) for Accor RM to be recognized as outstanding pro? Rank the items by importance (1 being the most important))” (44 respondents)

12. 12
In your own words… the new face
of the Revenue Manager 2020
Answer to the question: « If you had to define the Hotel Revenue Manager 2020, which key words would you spontaneously propose? You may write
below up to 5 key words. (44 respondents)

13. 13
Questions?