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Hotel Marketing Strategy for acc2hotels
1. T I W A R A T P H A I S A N W I P H A T P O N G
J U N E 2 0 1 6
Hotel Marketing Strategy
for accommodations2hotels
2. Know your proposition - Area
City - Any type of accommodation
Education - Apartment, Hostel
Urban, Beach, River - Homestay, Resorts and Spa
Industrial – Mansion, Apartment , Hotels
Living - Apartment, Homestay, Hostel
Tourist - Inn, Lodge, Apartment, Hotel
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3. Management style
Individual
Or company registration
Group
(Developer/investor)
Corporate
(Brand)
One single property
- Unique Hotel
- Room in House
- Serv Apartment
- Inn, Lodge, Hostel
(Family)
- Kantary
- Issara
- Kasemkij
- TCC
Hotel Management
- Compass
- Dvaree
- Oxyn
Starwoods
Accor
FHRI
Centara
Anantara
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4. Conception
- Theme: Party hostel, Designed
- Style: Gayfriendly, eco-lodge, B&B, Hostel
- Know your target: Backpack, Locals, City break
(w/o: Location)
- Know the areas: attraction, transportation
- Know how to sell and service
Casa Gracia Barcelona Hostel,
Barcelona
Boxpacker Hostel,
Bangkok
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6. Rental Platform
Listing: house, apartment
Stay: 3 days – long
Commission: 10-20% to end user; 5% Host
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7. Knowing OTAs (B2C)
Gonzalo, 2015
Online distribution and the challenges stemming from the hotel/hostel/B&B
relationship with online travel agencies (OTA) ref
Advantage Disadvantage
* Market place *Reviews is impact for hotel
* Commission base 15-25% *Undeletable reviews on OTAs
* Promotion/cancellation
policy adjustable btw hotel and
end customers
*Unremovable after inform OTAs
termination (OTAs want to keep the
inventory live as asset of company )
* Content editor *Rate parity check by OTAs
*Payment reliable *Hotel discount is subsidized by the hotel
*24hrs./instant confirmation
*Cut off/close allotments as
desired.
*OTAs have created their own brands that
consumers trust and recognize as thought-
leaders. (Difficult to turn direct booking)
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8. Use OTAs wisely
Hotels spend 6-9% of their revenue on sales and marketing, while OTAs
spend 35-40%. (Alex Gaggiol, 2015)
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OTAs Com
m
HO Listings Users
Booking.com 15% Priceline 49,960,000 40,000,000+
Agoda 17-20% Priceline 370,000+ 20,000,000 +
Expedia 15-25% Expedia 510,000+ 25,000,000+
Hotels.com 15-
20%
Expedia 435,000+ 16,000,000
Ctrip 20% 70,000
400,000(int)
90,000,000+
The commission is subsidised by hotel after promotion (10-20%). The hotel nett
to receive go lower than 40% from Publish rate on OTAs.
9. Hotel Promotions:
Hotel can add promotions
Agoda
Hotel A Commission 17%
Publishrate netttoreceive Publishrate Netttoreceive Publishrate Netttorecive Publishrate
basedcomm
(-17%)
Minus 10%
(nett torecive)
Double 4800 3984 4080 3386.4 4800 3984 4320 3984 3047.76 36%
Single 3200 2656 2880 2257.6 3200 2880 2656 2031.84
Extrabed 2400 1992 2160 1693.2 1200 996 1080 996 1523.88
Child 0-4yrs 1800 1494 1620 1269.9 1800 1620 1494 1142.91
Total 4980
Expedia Private Sales(10%)
Commission LastMinutes(10%)
Publishrate Publishrate Netttoreceive Publishrate Netttoreceive Netttoreceive
Double 4800 4080 3386.4 4320 3585.6 3227.04 32%
Single 3200 2720 2257.6 2880 2390.4 2151.36
Extrabed 2400 2040 1693.2 2160 1792.8 1613.52
Child 0-4yrs 1800 1530 1269.9 1620 1344.6 1210.14
15%
AgodaPrivate Sale
APS distribution channels:
· Mobile application
· AgodaMembers
Customizedbuy2get3rdperson
50%
Lastminutes10%
Retail Sales
EarlyBird
plus15%
EarlyBird15%
Hotel A
10. Selling Opaque: express deals
An opaque inventory is the market of selling unsold travel inventory at a discounted price.
Copyright Tiwarat Phaisanwiphatpong
12. Copyright Tiwarat Phaisanwiphatpong
Tools for Hotel Marketing
Channel Manager = software allow properties to efficiently manage the
different online distribution channels that their property sells through.
Property Management System (PMS) = software application used to
cover some basic objectives such as coordinating the operational functions of
front office, sales and planning etc.
Reviews Management = system to manage hotel reputation, with the
analysis..
And More Marketing tools etc, social media PR …
13. Copyright Tiwarat Phaisanwiphatpong
Hotel Marketing:
You can do promote your
hotel
• Sponsor events/events
• Local promotion, voucher, festive
• Build brand awareness
• Know International Festival and Festive seasons.
• Facebook promotion
• Online Ads
• Etc.
14. Copyright Tiwarat Phaisanwiphatpong
Value your property and make it your way.
Thank you.
Sharing economy: Host airbnb
https://www.blognone.com/node/74540
http://www.siamintelligence.com/sum-sharing-economy/
https://www.youtube.com/watch?v=025KWWq2OHE
15. 30 June 2017Copyright Tiwarat Phaisanwiphatpong
With aggressive travel experience and knowledge in online marketing for using
technology to sell travel products and destinations, I have brought it to start up
services for hotels, tour agents, and destinations selling and assist entrepreneurs to
set up online reservation, and digital marketing support. I gain knowledge and offer
the online/offline services for private business accommodations for several
properties and private real estate and customized travel service.
Knowledge: OTAs (Travel and Accommodations), Real estate, Online Marketing, Hospitality,
Sales
Reference: Airbnb, Asian Oasis Travel, Doi Isara Chiangrai, Hotels in Bangkok
Education: B.A. 2005 Chulalongkorn University, Faculty of Arts, Information studies
M.A. 2012 London South Bank University (UK), Faculty of Business, Marketing
Work : PwC, Swiss Embassy, PATA (HQ), Louis Vuitton (UK), Mobile app (UK), Aviation
security (UK), NIDA Rooms, Staydily … more
Available on linkedin
Contact: +66 99 4496690 E: superbbow@gmail.com
Profile: Tiwarat Phaisanwiphatpong
