Become Hopinoer
Spread the awareness, get together and act for a responsible tourism.
Hopineo for Villa Marina Lodge – Nov...
Become Hopinoer 2
? Market Share
Market Growth
You’re working already well with this high potential segment,
continue inve...
Become Hopinoer 3
3. Hotel
Website
& SEO
4. Revenue Management
2.
Positioning
& Guest Experience
1. Clear Understanding of...
Become Hopinoer 4
1. Use a Channel Manager
and PMS
2. Start Selling through OTA
(Online Travel Agencies)
3. Practice Basic...
Become Hopinoer 5
PMS =
Property
Management
System
Rates & AvailabilityReservation Delivery
Hotel own website
(thanks to a...
Become Hopinoer 6
• Push up occupancy and rates (Revenue Management) by:
• Playing with rates : adopt a dynamic pricing st...
Become Hopinoer 7
There a plenty of different Channel Managers and PMS solutions.
You can ask Ben from Hotelminder, he’s a...
Become Hopinoer 8
Channel
Manager
PMS
POS
(for F&B)
/ month
Estimated
cost /
month
Comments
1 +50 $ 350 $ The Best of the ...
Become Hopinoer 9
 Websites allowing travelers to compare hotel room rates and book through them in exchange
of a commiss...
Become Hopinoer 10
OTA
#
Hotels
Playa
Venao
Playa
Venao
Hotel
Resort
El Sitio de
Playa
Venao
Selina
Beach
Break
Hotel &
Su...
Become Hopinoer 11
→ Originally based in the Netherlands.
→ Owned and Operated now by Priceline, based in the USA.
→ One u...
Become Hopinoer 12
→ Headquarter: USA
→ + 150 travel booking sites.
→ + 70 countries.
→ # 2 Worldwide
Link to list your pr...
Become Hopinoer
→ Headquarter: USA
→ Main investor: Travelport
→ 7 travel booking sites.
→ In Top 6 Worldwide
Link to list...
Become Hopinoer
→ Headquarter: Netherlands
→ One unique travel booking site.
→ + 120 000 hotels partners
→ In Top 6 Worldw...
Become Hopinoer
→ Headquarter: UK
→ Owned by TUI Travel.
→ One unique travel booking sites.
→ + 100 countries, + 50 000 ho...
Become Hopinoer 16
→ Headquarter: USA
→ Owned by Sabre Holdings Corporation.
→ 3 travel booking sites.
→ + 5000 hotels par...
Become Hopinoer
→ Headquarter: Argentina
→ One unique travel booking site.
→ # 1 in Latin America (21 countries)
Link to l...
Become Hopinoer
→ Revenue Management is the art of increasing your hotel incomes by pushing up :
 Occupancy in low season...
Become Hopinoer
* LOS= Lenght of sStay
19
*
Become Hopinoer 20
• Rooms Superior : starting from 95$
• Rooms Deluxe : starting from 130$
• Stay 4 nights, get a free su...
Become Hopinoer 21
# rooms : 9 Occ % ADR $ RevPar $
Monthly
Rev $
Additional
Monthly Rev $
12% 135$ 16$ 4 374$
Optimistic ...
Become Hopinoer 22
 1/3 of the visitors on OTA sites will go check the hotel website either for more information, larger ...
Become Hopinoer 23
3. Hotel
Website
& SEO
4. Revenue Management
2.
Positioning
& Guest Experience
1. Clear Understanding o...
Become Hopinoer 24
Contact :
Florie Thielin
floriethielin@gmail.com
www.hopineo.org
www.thehospitalitytour.com
www.faceboo...
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Implement a Successfull E-Distribution Strategy by Hopineo

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How to Implement a Successful E-Distribution Strategy at Villa Marina Lodge ?
- Use a Channel Manager / PMS
- Sell on OTAs (booking.com, expedia etc...)
- Practice basic revenue management
This document was elaborated by Florie, Hopinoer, for the Villa Marina Lodge, Panama,
in a serie of works and studies allowing tourism professional to make their activity more sustainable.

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Implement a Successfull E-Distribution Strategy by Hopineo

  1. 1. Become Hopinoer Spread the awareness, get together and act for a responsible tourism. Hopineo for Villa Marina Lodge – November 2014
  2. 2. Become Hopinoer 2 ? Market Share Market Growth You’re working already well with this high potential segment, continue investing and developing it. You’re working already well with this low future potential segment, continue working with them but stop investing on it. [19:13:02] Ben | HotelMinder: There is a great potential and it needs you to work on it - Are you ready ? Low potential, forget about it.  DMC for international couples & families Booking in direct and through OTA International and National Indiv. interested in :  Fishing  Marine Life  Bird-Watching & Photography  Honeymoon  Surfing (with higher budget)  National from the capital weekends / holidays  Surfers backpackers  Groups of national guests (friends)  Walk-in tourists with car rental
  3. 3. Become Hopinoer 3 3. Hotel Website & SEO 4. Revenue Management 2. Positioning & Guest Experience 1. Clear Understanding of the Market • Online Distribution (Booking Button & OTAs) • Dynamic vs Static Pricing • Cancelation Policy • Restrictions (MLOS) • Smart Packages • Rooms Category and Inventory • Guests Reviews (TripAdvisor & OTAs) OK OK OK → Next Step !
  4. 4. Become Hopinoer 4 1. Use a Channel Manager and PMS 2. Start Selling through OTA (Online Travel Agencies) 3. Practice Basic Revenue Management
  5. 5. Become Hopinoer 5 PMS = Property Management System Rates & AvailabilityReservation Delivery Hotel own website (thanks to a booking button…) Wholesalers (Hotel Beds…) GDS (Amadeus, Sabre…) Channel Manager OTA’s = Online Travel Agencies (Booking.com, Expedia…)
  6. 6. Become Hopinoer 6 • Push up occupancy and rates (Revenue Management) by: • Playing with rates : adopt a dynamic pricing strategy. • Playing with length of stay restrictions. • Sell on more OTA, increasing your online visibility. • Allowing guests to book directly through the hotel website. • Adjust inventories on real time automatically: no over-bookings. • Avoid human mistakes by automatizing recurring tasks. • Track your performance, get statistics, adjust your actions. • Centralize and automatize recurring tasks: • No need to log-in to each extranet one by one. • Update rates and inventories in one click on all channels. • No need to copy guests booking info : direct into the PMS. • Guests can check availability and rates alone: less emails. $
  7. 7. Become Hopinoer 7 There a plenty of different Channel Managers and PMS solutions. You can ask Ben from Hotelminder, he’s an expert and can help you in making the good choice and setting up the whole thing : ben@hotelminder.com • Between 80$ and 350$ / month. • Different pricing models: fix set up cost, monthly fix or % fees ? • Find a channel manager which can be connected to your PMS if you have already one. • Possibility of connecting all the OTA on which you want to sell ? • Depending of your property specificities and the level of revenue management you want to practice.
  8. 8. Become Hopinoer 8 Channel Manager PMS POS (for F&B) / month Estimated cost / month Comments 1 +50 $ 350 $ The Best of the best 2 Incl. 90 $ Basic POS, great for RM 3 Incl. 150 $ Better POS, but not so great for RM 4 N/A 80 $ No Yielding, no POS + fix costs for installation may applied *RM: Revenue Management.
  9. 9. Become Hopinoer 9  Websites allowing travelers to compare hotel room rates and book through them in exchange of a commission paid by the hotel (15-20%).  Increase your online presence and visibility for guests making searches on Google.  Get more booking opportunities.  Attract rate sensitive guests adopting a smart dynamic pricing strategy.  Show up in “book a hotel” section of famous travel websites like Lonely Planet or Frommers.
  10. 10. Become Hopinoer 10 OTA # Hotels Playa Venao Playa Venao Hotel Resort El Sitio de Playa Venao Selina Beach Break Hotel & Surf Camp Villa Pelicano (Las Tablas) Posada Los Destilade ros (Pedasi) 1 6 n/a 26 r 109$ 45 r 96$ 30 r 80$ 34 r 150$ 45 r 120$ 14 r 2 3 180$ 11 r 99$ n/a 12$ new 3 2 140$ 74$ 4 2 180$ 90$ 5 *Rates for Double Room on Sun. 8th Feb 2015.
  11. 11. Become Hopinoer 11 → Originally based in the Netherlands. → Owned and Operated now by Priceline, based in the USA. → One unique travel booking site. → + 200 countries. → #1 Worldwide Link to list your property : https://join.booking.com
  12. 12. Become Hopinoer 12 → Headquarter: USA → + 150 travel booking sites. → + 70 countries. → # 2 Worldwide Link to list your property : https://join.expediapartnercentral.com
  13. 13. Become Hopinoer → Headquarter: USA → Main investor: Travelport → 7 travel booking sites. → In Top 6 Worldwide Link to list your property : http://corp.orbitz.com/supplier/contact-us 13
  14. 14. Become Hopinoer → Headquarter: Netherlands → One unique travel booking site. → + 120 000 hotels partners → In Top 6 Worldwide Link to list your property : http://hotelpartner.easytobook.com/?amu=280823224 14
  15. 15. Become Hopinoer → Headquarter: UK → Owned by TUI Travel. → One unique travel booking sites. → + 100 countries, + 50 000 hotels partners → In Top 6 Worldwide Link to list your property : http://suppliers.hotelbeds.com/en/index.html 15
  16. 16. Become Hopinoer 16 → Headquarter: USA → Owned by Sabre Holdings Corporation. → 3 travel booking sites. → + 5000 hotels partners → In Top 6 Worldwide Link to list your property : http://connect.travelocity.com/Hotel
  17. 17. Become Hopinoer → Headquarter: Argentina → One unique travel booking site. → # 1 in Latin America (21 countries) Link to list your property : http://comercial.despegar.com/pa/advertisehotel 17
  18. 18. Become Hopinoer → Revenue Management is the art of increasing your hotel incomes by pushing up :  Occupancy in low season.  ADR (Average Daily Rate) in high season. The main KPI (=Key Performance Indicator) to watch out for your hotel is the RevPar : Room Revenue Per Available Room 18 Occupancy % Average Daily Rate $ RevPar $
  19. 19. Become Hopinoer * LOS= Lenght of sStay 19 *
  20. 20. Become Hopinoer 20 • Rooms Superior : starting from 95$ • Rooms Deluxe : starting from 130$ • Stay 4 nights, get a free sunset meal for two. • At each new booking received, send an email back with offer for one more night. • Be very clear about your cancelation and modification policy. • Make special rates with no-refundable policy at J-30 • Put minimum Length of Stay (LOS) restriction on busy week- ends (2 nights minimum on Saturdays). • Offer to guests on arrival to get an upgrade for only 20$ more (if avail). • Offer clearly set of activities and restaurant food & beverage.
  21. 21. Become Hopinoer 21 # rooms : 9 Occ % ADR $ RevPar $ Monthly Rev $ Additional Monthly Rev $ 12% 135$ 16$ 4 374$ Optimistic 40% 140$ 56$ 15 120$ 10 746$ Normal 30% 125$ 38$ 10 125$ 5 751$ Pessimistic 20% 115$ 23$ 6 210$ 1 836$ Current Results Projection
  22. 22. Become Hopinoer 22  1/3 of the visitors on OTA sites will go check the hotel website either for more information, larger photos or to compare rates.  1/3 will go and search for the hotel on Social Media sites to find out what others are saying about the hotel, they will either go back to the OTA or search for your hotel.  1/3 of the guests on your website will go to OTAs to find out if rates or sales conditions are better or if booking process is easier. Or will go there because they are used to dealing with OTAs Read these three articles : http://www.wihphotels.com/publication/hotel-distribution-and-the-billboard-effect/ http://www.xotels.com/en/marketing/case-studies-in-hotel-internet-marketing http://www.tnooz.com/article/crack-the-booking-com-algorithm/ …
  23. 23. Become Hopinoer 23 3. Hotel Website & SEO 4. Revenue Management 2. Positioning & Guest Experience 1. Clear Understanding of the Market … OK OK OK → Next Step ! OK 5. Sales & Communication • Tour Operators & DMC • Events Agencies • Social Media • Blogs & Magazines • Travel Forums
  24. 24. Become Hopinoer 24 Contact : Florie Thielin floriethielin@gmail.com www.hopineo.org www.thehospitalitytour.com www.facebook.com/thehospitalitytour This document was elaborated for the Villa Marina Lodge, Panama, in a serie of works and studies allowing tourism professional to make their activity more sustainable. What is missing? Which improvments could be done? Please, feel to free to share with us your feedback to continue building together a better future for Hopineo, its partners, and more globally for a more responsible tourism. « The recognition of tourism as an economic powerhouse and contributor to all three pillars of sustainable development – economic, environmental and social – underlined the enduring relevance of UNWTO’s mission to promote responsible, sustainable and universally accessible tourism. » World Tourism Organization, 2013

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