Innovative revenue management techniques for the modern hotelier. http://www.eyefortravel.com/?t=slideshare

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Hotel Revenue Management Oct 12th
& Pricing Middle East 2008
15-16th December, Beach rotana Hotel, abu Dhabi
innovative revenue management
techniques for the modern hotelier
in-depth analysis, case studies and essential Hear from these expert speakers
networking at the Middle East’s only hotel Sarah Allen,
Area Director of Revenue
specific revenue and pricing event Strategy, Middle East & Africa,
Marriott International
Imran Changezi,
Director of Corporate
attend to achieve these 6 core business objectives Sales - Global, Jumeirah Group
Dennis Penalosa,
• Flexible pricing techniques that will smoothen the Cluster Revenue Manager -
Jumeirah Living, Jumeirah Group
fluctuations of a seasonal, demand-driven market place
Michael Marshal,
• integrated revenue management - position your RM VP Sales and Marketing,
Rotana Hotels & Resorts
team at the forefront of the hotel organizational structure
Soha Zahar,
• total revenue management techniques Director of Revenue Management,
Rotana Hotels & Resorts
that will change the way you view your hotels revenue
Sharad Kapur,
generating potential Director of Revenue Management,
Hyatt International South West Asia
• customer price sensitivity versus loyalty
Walter Lo Faro,
to your brand - How does discounting rooms impact the Director of Market Management,
Expedia
customer’s perception of your brand?
Ahmed Rasmy,
• corporate travel Revenue Manager,
Millennium Hotel Abu Dhabi
- modern strategies to capture more of tackle the
Middle East’s Anita Markiewicz,
the lucrative corporate segment Director of Revenue Management,
biggest revenue Movenpick Hotels & Resorts
• optimised agency and challenges, and
Hans Olbertz,
distribution channel benchmark your General Manager,
management, for greater rate hotel’s strategy Emirates Palace
parity and consumer profiling Rishikant Singh,
AGM Revenue Management,
Air India
Partner: Media Partner: Arun Kumar,
Director of Revenue Management
& Reservation Services,
Jebel Ali International Hotels
Stefan Wolf,
Director of Corporate
Revenue Management,
Shangri La Hotels & Resorts
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2. network with regional rm leaders
the essential forum for improving reVpar and gaining a
competitive edge in an increasingly crowded hotel sector
On a global scale, the Middle Eastern hotel sector attend this event to freshen-up on the
is head and shoulders above the rest in terms of its pressing business issues, and benchmark
current economic position. While the rest of the world your own revenue strategy
awakens to the very real prospect of an economic
recession, the Middle East continues to perform at This inaugural hotel specific conference is the only one of its
kind in the Middle East. The agenda is packed with topics
an outstanding level.
designed to challenge your revenue and pricing thought
Recent figures released by Deloitte Middle East showed process, and is led by industry experts from the most
RevPAR growth of 21.6%, and the world’s highest occupancy successful local and global brands.
and average room rates at 75.3% and US$180 respectively. Some of the agenda highlights include; an essential look
at managing your distribution channels, to increase your
so the outlook is rosy for Middle margins and lower distribution costs. Find the optimal mix
Eastern hotels... Or is it? between your chosen online and offline channels, and learn
interesting techniques for lessening occupancy seasonality
As traditional source markets like the United Kingdom and
and flattening out the booking peeks and troughs.
Germany began to feel the affects of an unstable economy,
long-haul travel plans rank higher on the list of luxury items Hear the case for flexible pricing structures and how this
that fall outside the travel consumer’s annual budget. often difficult ideal can be implemented successfully. Also,
understand what impact pricing flexibility could have on
Consumers will limit travels to the Middle East, which in turn
your forecasting accuracy – a technical calculation that just
affects occupancy levels and a hotels ability to maintain its
became more difficult.
impressive room rate and RevPAR growth.
Also, the massive injection of room inventory across the region
will undoubtedly heighten competition and make accurate
forecasting seemingly impossible - Atlantis the Palm’s new
1500 room development being a prime example of this.
When viewed from this perspective the outlook is not quite
as rosy as at first glance!
it’s the perfect time for Revenue Managers
to demonstrate their unique value
No matter what you’re doing, the reality is that every
competitive edge and advantage is also being secured by your
competitors; businesses that are every bit as determined as What new opportunities can the emerging corporate
you are to scale the heights of profit and financial success. segment present the hotel sector? This relatively unmanaged
– yet lucrative – group can seriously lift a hotel’s revenue
In this aggressive environment, to leave RM to stand alone,
potential. What systems need to be in place for you to
is to neuter the most potent tool in the hoteliers armoury.
maximise your proposition to this largely untouched
Today’s market leaders are those who have been reaping
market segment?
the dividends of RM for a while, and have now taken it one
valuable step further by discovering that… Are you using all of your hotel touch points most, and what
areas are you neglecting that could be potential revenue
…the key to unlocking enormous generators? Why stop at RevPAR, analyse your total
revenue potential is “integration”! approach to revenue management and discover the
capacity to which your revenues can grow.
Europe, the U.S and parts of Asia have already shown us
why an integrated revenue and pricing strategy is an Plus – pricing your inventory and the perception of your
essential part of a hotels organisational structure. The brand. Which – if any – of your customers are actually loyal
prestige of a full hotel means nothing compared to a 21.6% to your brand and not the price you can offer? At what point
growth in RevPAR does your room price cheapen your brand?
For too long revenue teams have gone unrecognised, And - Revenue management for independent hotels,
but now as the region begins to awake to the prospect of executive residents and apartments. These massively
tightening margins and increased competition, revenue expanding segments are causing a ripple throughout the
management will be key to business success and the future region – particularly Dubai – and present their own very
prosperity of the sector. unique RM challenges that we can all learn from.
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3. cement the value of revenue managem
Day one – 15th December
lunch
sEssiON 1
Channel Management and eDistribution - the right sEssiON 3
product in the right place at the right time Grabbing a hold of the corporate segment
• How can individual hotel properties expect to achieve direct sales, opportunity
when competing with massive global marketing budgets from the likes
of Expedia and booking.com? The corporate travel segment is a largely untapped market
for Middle Eastern hotels. Most corporates are happy to
• Reach new international markets - Where should Middle Eastern hotels rely on traditional means of booking their accommodation,
be focusing their attention now that the traditional inbound markets like which means a missed opportunity for most regional hotels.
Germany and the UK are drying up? Discover the changes that need to occur, before the real
• During low seasons wide reaching online channels are an economical revenue generation from M.E corporate segment can
way to keep your product in the public eye. So what channels will work truly flourish
best for you? • Wholesalers are currently satisfying the needs of the
• Channel management - identify the best channels to promote corporate traveller. What incentives can be used to
your property in the right way, and grow your business through entice business away from these channels?
these channels • Clearly defining your demand - what should you consider
• How much is too much distribution through electronic channels - corporate demand and what should you consider
is there an optimal mix between on-and-offline channels? wholesale demand?
• Is revenue generated through online bookings truly measurable? • What customer relationship management strategies
What are the best methods of this measurement? are necessary to entice repeat corporate bookers?
Sarah Allen, Area Director of Revenue Strategy, middle east & africa, • Without rate parity, can a working corporate travel
marriott international management industry really exist in the Middle East?
Michael Marshal, VP Sales and Marketing, Rotana Hotels & Resorts • Blocking rooms for corporate clients does not guarantee
corporate bookings. How can you manage this inventory
Anita Markiewicz, Director of Revenue Management,
to ensure none of your corporate blocks are left
Movenpick Hotels & Resorts
unoccupied?
Morning coffee
Imran Changezi, Director of Corporate Sales - Global,
Jumeirah group
sEssiON 2
Margaret Bowler, Director, Global Hotel Relations, hrg
the case for accurate forecasting in the Middle East
• Accurate forecasts are crucial to the revenue management process, yet afternoon coffee
forecasting for travel industry revenue management systems is inherently
difficult. Competitive actions, seasonal factors, and the economic
sEssiON 4
environment are only a few of the hurdles that must be overcome to the Online travel agency impact on
forecast successfully. But to what extent can forecasting really be relied hotel revenues
upon, and how can you evaluate the performance of your forecasts?
• Managing your inventory across many online channels can
• Hear why Rishikant Singh of Air India believes that in the increasingly be problematic. What analysis should you be undertaking
competitive travel environment, it has never been more important to to ensure optimal profitability?
integrate forecasting into your revenue management strategy.
• Online Travel Agencies (OTA) can take as much as 25%
Rishikant Singh, AGM Revenue Management, air india commission from your bookings. It´s a hefty cost to
absorb, so is it possible to incentivise your agencies to
Flexible pricing in the rapidly evolving sell your inventory without increasing their commission?
M.E hotel sector • Are OTA commissions actually stifling the parity of
Responding to changes in the market with flexible pricing - particularly your rates?
with the uncertain economic climate in the traditional feeder markets • How can internet bookings make it easier for you to profile
of Germany and the U.K - is paramount for M.E hotels. With the role of your customer, and understand their behaviour?
revenue managers and distribution managers becoming increasingly
• What advantages can OTA´s provide to attract longer
complex, applying flexible pricing strategies may not be so simple.
staying guests?
• From flat to dynamic - will flexible pricing work for everyone?
• Increase your weekend business by utilising online travel
• Hear why rate flexibility is essential in markets impacted by seasonality agencies more wisely
and economic uncertainties
• Packaging products on the web - can OTA´s be used to
• Can a flexible rate structure easily include all of your package more effectively?
distribution channels?
• REVPAR versus 100% occupancy - how much of your
• The M.E already suffers from short forecasting lead times. inventory should you allocate to OTA´s, and what variables
What new ways will your forecasting be impacted by a flexible can impact this amount?
pricing structure?
Walter Lo Faro, Director of Market Management, Expedia
• What measures can be taken to ensure your negotiated accounts
don´t find your rates cheaper by searching through other channels? Arun Kumar, Director of Revenue Management &
Reservation Services, Jebel ali international hotels
Soha Zahar, Director of Revenue Management,
Rotana Hotels & Resorts End of Day - Networking reception
the middle east’s only hotel spec

4. ment in your organisational structure
Day two – 16th December
sEssiON 1 sEssiON 3
integrated Revenue Management - a case study Revenue Management for independent Hotels,
Revenue Managers are a crucial link in the hotel organisational Executives Residences and apartments
chain. Revenue Managers can often be viewed as troublesome • Independent hotels executive residences, suites, and apartments...
sticklers for percentages, impacting on the sales teams´ ability to a large Middle Eastern growth segment - what are the unique
perform their role most effectively. But times are changing! RM challenges that these accommodations will face as their
Hear why Hans Olbertz, GM for Emirates Palace, believes that an popularity grows?
integrated approach to revenue management and sales is hugely • Don´t be lured by the prestige of 100% occupancy - hear
important to the success and longevity of Middle Eastern hotels. why REVPAR must remain your hotel’s primary focus
What can we learn from the Emirates Palace experience, how can • How can independent hotels compete against larger chains,
an integrated RM team contribute to a hotel’s prolonged success? without compromising revenue?
Hans Olbertz, General Manager, emirates palace • Which channels do guests of independent hotels typically
book through?
sEssiON 2 • Corporates choosing executive residences and apartments -
an essential look at total Revenue Management how can these properties manage late bookings, cancellations and
the booking alterations that are typical of the corporate market?
Why is a total approach to revenue management fundamental
to Middle Eastern hotel revenue systems? Hear revenue Tiina-Maija Bergman, Partner, duncan bramwell & co.
management expert Sharad Kapur from Hyatt South West Asia, Dennis Penalosa, Cluster Revenue Manager - Jumeirah Living,
lend his experience on the following key points: Jumeirah group
• What is TRM and why should it be practiced? Richard Haddad, General Manager, vision hotels management
• What strategic shifts are necessary before TRM can be lunch
implemented?
• What does Spa, F & B revenue management entail? - sEssiON 4
hear some specifics and metrics
Pricing inventory and the perception of your brand
Sharad Kapur, Director of Revenue Management,
• The BIG debate - are your customers loyal to your brand, or
hyatt international south west asia
loyal to the lowest price? Can you really know either way?
dissecting total revenue management strategy • The cost of lowering your rates - When does lowering rates to
attract price sensitive guests begin to deter your loyal (less
A sole focus on REVPAR is too simplistic. Learn how a Total
price-sensitive) guests?
Revenue Management strategy can greatly increase your hotel’s
revenue generating potential. • Added value versus cheaper rooms - Why is a complimentary
breakfast better for your bottom line (and the perception of
• Increased competition will create a need for alternative
your property) than lowering your room rate?
revenues. What opportunities is your hotel overlooking?
• With Middle Eastern supply and demand levels balancing out,
• Which revenue streams should fall under the TRM umbrella,
will guests still perceive higher prices as meaning better service?
and should these be considered separately from ancillary
revenues? • Is it possible to ensure your brand is considered first by loyalists,
• Identify the touch points throughout your property that can be even when it is not the cheapest room available?
used as tools for facilitating extra/higher yielding spending • What threats to traditional hotels is the emergence of apartments
• Seasonality is a major Middle East hotel challenge - how can and executive residences presenting?
total revenue management be used to ease the inevitable • Hear the possible brand implications of claiming a ‘Best Rate
summer strain? Guarantee’
• TRM sounds great, but what is the cost of integrating total Laurent Barelier, Revenue Manager, Accor
revenue management technologies?
Conference ends
Ahmed Rasmy, Revenue Manager, Millennium Hotel Abu Dhabi
Stefan Wolf, Director of Corporate Revenue Management, Have your say…
shangri la hotels & resorts
This conference has been specifically designed to encourage interactive
Morning coffee participation. Not only will you hear thought provoking presentations
and stimulating case studies, you’ll have the chance to join the
discussion and have your questions answered.
Revenue Management as a discipline is still
...and join the Revenue Management Newsroom
relatively young in the region, and vying for
Join the Revenue Management Newsroom for up to date revenue and
recognition in the organizational structure. pricing news and information. This site has been set up to provide
revenue managers from all parts of the world the opportunity to
This hotel specific regionally focused event will interact with one another in an open forum environment, as well as
arm hoteliers with the tools to better manage offer an easy location to source the latest news in the world of revenue
management.
inventory pricing, and take hotel revenue Join the group, discuss ideas and best practice techniques, or simply
generating potential to the next level. drop in and see what’s new for revenue experts. visit the Revenue
Management Newsroom at http://revenuenewsroom.ning.com/
cific revenue management forum

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6. no nonsense, no timewasting - a roadmap to higher profits
saVe
Hotel Revenue Management Us$200
Book before
& Pricing Middle East 2008 Oct 12th
15-16th December, Beach rotana Hotel, abu Dhabi
Develop your ability to generate new revenue
How your sector could benefit Network with the leaders in
Middle Eastern hotel revenue
HOtEls tOuR OPERatORs & management and pricing
Hoteliers are beginning to realise tRavEl aGENts
that revenue management does not Compared to airlines or hotels,
Sarah Allen, Area Director of Revenue Strategy,
stand alone. In order to optimize revenue management in a
Middle East & Africa, Marriott International
profits RM needs to be integrated tour-operating environment is
with all aspects of the business, from relatively undeveloped. So how Michael Marshal, VP Sales and Marketing,
CRM to operations. Only by doing can you modernize your RM Rotana Hotels & Resorts
this can the true potential of revenue strategy to keep up with other Anita Markiewicz, Director of Revenue
management systems be realised. sectors of the industry? Through Management, Movenpick Hotels & Resorts
You will hear experts present case listening to our industry leaders Imran Changezi, Director of Corporate Sales -
studies on how they achieved this you will find revenue management Global, Jumeirah Group
integration and with what success. practices that are specifically
Walter Lo Faro, Director of Market Management,
You will also discover techniques to designed to be relevant to travel
Expedia
steer customers to your own websites agencies and tour operators, and
and maximize third party control. enhance your hotel relationships. Stefan Wolf, Director of Corporate Revenue
Management, Shangri La Hotels & Resorts
Sharad Kapur, Director of Revenue Management,
Hyatt International South West Asia
Who should attend? Arun Kumar, Director of Revenue Management
& Reservation Services, Jebel Ali International
Revenue Management impacts all sectors of the travel industry and numerous Hotels
departments within your organisation, from marketing and sales, to distribution
Hans Olbertz, General Manager, Emirates Palace
and product development.
Tiina-Maija Bergman, Partner,
if you are a travel industry executive with responsibility in any of the Duncan Bramwell & Co.
following areas you will benefit from this event:
Soha Zahar, Director of Revenue Management,
Revenue management eCommerce Finance Rotana Hotels & Resorts
Distribution Pricing Ancillary Revenue Dennis Penalosa, Cluster Revenue Manager -
Marketing Reservation Managers Business Development Jumeirah Living, Jumeirah Group
Product Development Sales Richard Haddad, General Manager,
Vision Hotels Management
The event will also be of interest to the:
President/CEO/CTO/CIO/CFO/CMO of travel organisations. Laurent Barelier, Revenue Manager, Accor
Duncan Bramwell, Managing Director,
take a team to the event and make sure your business gets an expert
Duncan Bramwell & Co.
briefing and captures that competitive edge.
Ahmed Rasmy, Revenue Manager, Millennium
to take advantage of our group discounts contact sinead Mallon Hotel Abu Dhabi
+44 (0)20 7375 7228
Rishikant Singh, AGM Revenue Management,
Air India
Margaret Bowler, Director, Global Hotel Relations,
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Call: +44 (0)207 375 7228
Online: www.eyefortravel.com/rmme
* Mail: Registrations, EyeforTravel, 7-9 Fashion Street, London, E1 6PX
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