Leonardo Hotels Shay Raz- MBA VP Rev Mgt & Development

Transcription

1 Leonardo Hotels Shay Raz- MBA VP Rev Mgt & Development Revenue Management Transformation Adopting Systems Effectively Change can make or break organisations, from the smallest switch to corporate overhaul, it is always tough. Now with the RM space becoming increasingly prone to disruption and innovation, how do you implement new strategies effectively? - How do you balance people power against system power and how do you split workload? - Get all of your departments and systems on the same page, including sales, marketing, ecommerce and RM - Making the most of what you have explore how you can utilise your RM/analytics systems to their full potential

2 Leonardo Hotels Development 1998: Creation of Fattal Hotels 2005: 15 hotels under Operation / 1st venture into Europe - Berlin 2007: Creation Fattal Fund / during hotels in Europe 2010: Takeover 10 hotels in Israel / 30 hotels in Israel March 2013: Acquisition QMH portfolio (20 hotels Germany) 2014: Opening and take over of 5 hotels 2015: UK - London Heathrow Airport / Italy 2 hotels in Milan Spain 2 hotels in Barcelona / 2 additional Hotels in Munich 2016: Netherlands Amsterdam / Czech Republic Prague Spain 3 hotels in Madrid Today: 65 hotels in Europe / rooms 37 hotels in Israel / rooms

3 Geographical Spread: 65 hotels Europe 37 hotels Israel In over 30 Destinations

4 Agenda: Quick intro Leonardo phases and advancements of electronic distribution: 1. Direct connect 2. Analysis on Excel / access level 3. Full BI tool 4. the future

5 Electronic Distribution Trends % of overall Business DIRECT CONNECT DIRECT CONNECT DIRECT CONNECT! PARETO PARETO! FOCUS ON THE $$$$$$$$$$$$$$$ Electronic Business up from 40% to 55% within 3 years INDIVIDUAL BUSINESS -85% ELECTRONIC HOTELS BELOW 150 ROOMS 70%-75%

6 NOW WE ARE SUPER CONNECTED, HAVE ALL THOSE DATA- AND NOT ONLY SEGMENTS/SOURCE- BUT SEEMLESS! AND IN ADVANCE! SO LETS DO SOMETHING WITH IT..

7 LOOKING FOR THE NEEDLE IN THE HAYSTACK??

8 Examples of data usage for deeper analysis

9 Example 1: (Done on Access and Excel) Lead per LOS A deeper point of view

10 Lead per LOS all channels Fair Segments Reservations percentage distribution Revenue percentage distribution 62 % 64 % The longer the stay the more in advance Roomnights percentage distribution 79 % 81 % The longer the stay the more in advance The longer the stay the more in advance 80 % 81 %

11 A different view... Time of Booking

12 Example 3: Leonardo Hotels Percentage revenue distribution June / July 2015 Feierabend Activity: 39 % of revenue booked between 6 pm and 8 am Daily revenue distribution June / July 2015 Weekend Activity: 25 % of the revenue booked over the weekend

13 Example 3: % Income per Rate Range Leo Munich City Center ExpoReal 2015

14 % Income per Rate Range 2015 vs otb Leonardo Royal Dusseldorf Prowein otb 12/01/2016

15 Phase 3 Customized BI time Affordable, manageable J

16 Dashboard Pick up Report Leonardo Munich City Center April 2015

17 BI Dynamics Leonardo Berlin Mitte January 2016

18 Pick up Graph Leonardo Berlin Mitte

19 Example of Aggressive Rate Management - Fairs

20 Medica Fair - Dusseldorf 1 month in advance Final Results

21 Example 18: BI Dynamics Customer per weekday

22 Summary: Define what you want and need- VERY IMPORTANT Data is unlimited- one need to focus. Tools are very important but peoples and processes are not less, if not more important- without a F1 driver- it doesnt matter that you have a Ferrari... Data exists, and a lot of it, it needs to be sliced & diced in order to work on the needle in the haystack- the pudding is in the details...

23 WHATS NEXT?: Integration of competitive shopping Market data Demand data (flights seats etc..) Reputation scores- (in process) All leading in the end to full integration with personalised/individualised CRM (phase 5 J )

24 Thank you.