competitive intelligence webinar slides recording3

How to Develop Competitive Intelligence

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Agenda.• Competitive Intelligence in the hospitality industry

• A quick look at trends

• Featured speakers• What data is available for hoteliers. • Your pricing model• Growth Opportunities• Insights across GDS channels• Tips & Tricks• Q&A

If you have questions throughout the presentation please message them to the event host, we will have a Q&A session.

Highlights | Republican and Democratic National

Conventions

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Date2012

Committed occupancy

2011 Committed Occupancy

Variance between 2011

and 2012

Sun Sep-02-2012 93.8% 16.1% +483.7%

Mon Sep-03-2012 96.8% 7.0% +1290.5%

Tue Sep-04-2012 97.0% 9.4% +937.6%

Wed Sep-05-2012 96.9% 13.2% +635.3%

Thu Sep-06-2012 95.7% 34.7% +175.6%

Fri Sep-07-2012 49.9% 44.6% +11.9%

Totals 88.4% 20.8% +324.6%

Date2012

Committed occupancy

Variance between 2011

and 2012

Sun Aug-26-2012 86.0% 10.6% +710.9%

Mon Aug-27-2012 86.5% 12.5% +591.1%

Tue Aug-28-2012 86.4% 12.8% +574.1%

Wed Aug-29-2012 85.8% 12.3% +596.3%

Thu Aug-30-2012 85.1% 11.6% +631.8%

Fri Aug-31-2012 66.2% 17.1% +286.7%

Totals 82.7% 12.8% +544.0%

TravelClick data tracks approx 15,000 hotel rooms from 100 hotels in the Charlotte market

TravelClick data tracks approx 18,000 hotel rooms from more than 115 hotels in this market Tampa

*based on group commitments and individual reservations on the books as of July 8th, 2012 compared to the same time last year.

Highlights | 2012 London Olympics

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Date2012

Committed occupancy

Variance between 2011 and

Fri Jul-27-2012 81.5% 67.4% +21.0%Sat Jul-28-2012 81.0% 73.3% +10.5%Sun Jul-29-2012 76.1% 53.1% +43.3%Mon Jul-30-2012 80.0% 52.3% +53.0%Tue Jul-31-2012 81.0% 55.2% +46.7%

Wed Aug-01-2012 81.0% 52.6% +54.0%Thu Aug-02-2012 80.4% 51.6% +55.8%

Fri Aug-03-2012 81.3% 58.9% +38.0%Sat Aug-04-2012 82.3% 67.4% +22.2%Sun Aug-05-2012 76.7% 47.6% +61.2%Mon Aug-06-2012 78.9% 48.0% +64.3%Tue Aug-07-2012 79.3% 49.8% +59.2%

Wed Aug-08-2012 76.9% 47.8% +61.1%Thu Aug-09-2012 74.4% 48.2% +54.2%

Fri Aug-10-2012 71.9% 55.5% +29.4%Sat Aug-11-2012 72.4% 59.7% +21.4%Sun Aug-12-2012 60.3% 44.1% +36.7%

Totals 77.4% 54.9% +41.1%

2012 ADR 2011 ADR Variance between 2011 and 2012

£184.03 £116.99 +57.3%£180.47 £112.63 +60.2%£187.93 £113.45 +65.7%£189.70 £116.25 +63.2%£186.79 £116.57 +60.2%£187.70 £117.27 +60.1%£188.78 £113.37 +66.5%£189.36 £104.27 +81.6%£191.29 £105.22 +81.8%£197.44 £108.77 +81.5%£192.16 £114.53 +67.8%£191.99 £117.17 +63.8%£192.27 £117.24 +64.0%£195.66 £115.44 +69.5%£192.54 £106.00 +81.6%£189.46 £103.45 +83.1%£194.80 £104.15 +87.0%£189.85 £112.10 +69.3%

*based on group commitments and individual reservations on the books as of July 10, 2012 compared to the same time last year.

Highlights | Second Quarter

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*based on group commitments and individual reservations on the books as of April 1, 2012 compared to the same time last year.

Online booking trends continues, to include business travelers

Business Transient Booking Trends

Brand.com OTA-10.0%

-5.0%0.0%5.0%

Var %Q2 Online Booking Trends

(based on the Q2 North American Distribution Review)

Brand.com Voice Direct GDS OTA-10.0%

-5.0%0.0%5.0%

Occ ADR

26% (Occ)14.8% (ADR)

Competitive intelligence in the hospitality industry.

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Committed occupancy for the group segment is up 5.6% and the transient segment is up 9.9% compared to a year ago for Q3

The group segment ADR is up 6.0% and the transient segment ADR is up 7.5% compared to a year ago for Q3

Committed occupancy growth driven by the group segment showing a committed room nights increase of 5.2%

For the third quarter of 2012, overall committed occupancy is up 6.8% year-over-year for the top 25 markets

*based on group commitments and individual reservations on the books as of June 3rd, 2012 compared to the same time last year.

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Our Featured Speakers

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Currently the Vice President of Sales and Marketing at Interstate Hotels and Resorts, overseeing the total revenue and profit of a portfolio of more that 170M. Sloan’s experience includes corporate revenue management for Noble Investment Group and global distribution marketing for IHG’s Hotel Management Group. He is an expert in customer segmentation, retail pricing models, revenue management systems, third party internet booking channels, pay-per-click marketing and guides the portfolio in all market strategies.

Sloan DeanVice President of Sales and MarketingInterstate Hotels and Resorts

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Kimberly FurlongVice President of Revenue Management TPG Hospitality Currently the Vice President of Revenue Management for TPG Hospitality. Kimberly’s experiences include extensive revenue management leadership roles with Lodgian and Hersha Hospitality. She is a proven leader in the Sales and Revenue Management discipline with over 12 years of successful multi-property and enterprise level responsibilities with additional expertise in e-commerce, channel distribution, and brand relations.

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Sara DugganSenior Director, Business IntelligenceTravelClick, Inc. Currently a Senior Director in Business Intelligence, leading numerous product teams. Born and raised in Southern Africa, she received her Post Graduate degree in Business Hospitality at IHTTI Hotel School in Switzerland. Sara previously worked as a consultant in both Revenue Management and Marketing. She has created and led the Revenue Management and Distribution Departments for Blackstone’s European properties.

Competitive intelligence provides you with actionable insights to increase your hotel revenue.

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Price rooms…

Identify opportunities…

Target customers…

Take action…

…with precision, to win the right customers and maximize your revenue

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What data is available for hoteliers.

Your historical and future dataRates, bookings, groups, inclusions, etc.

Available industry outlooksSmith Travel Data, TravelClick Perspective, local conventions visitors bureaus, tourism organizations, etc.

News outlets, white papers, webinarsTravelClick Quarterly Webinar, Hotel News Now, Universities, VMF Leonardo

Business Intelligence SubscriptionsSmith Travel Data, TravelClick, RateTiger, etc.

Your pricing model.

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40% of major decisions are based not on facts but on the manager’s gut*

Sound familiar?

6 KEY Pieces of Information/Data are needed for Pricing1. Prime Booking Window by Customer Segment by Sell Channel

2. Market Demand by Customer Segment by Sell Channel + Your Internal Forecast

3. Competitor Pricing

4. Competitor Behavior

5. How is your Consumer(s) booking? What times of the day are they booking?

6. Top 3 Purchase Factors for your Consumer(s)?• Here’s the Top 5 Purchase Factors by Rank per the Epsilon Consumer Study:

1. Right Price 2. Convenient Location3. Best Value4. Discounted Rate5. Features/amenities

Price Optimization – Single Product

What is the Optimal Price?

Demand

80 rooms @ $20 = 1,600

50 rooms @ $50 = $2,500

20 rooms @ $80 = $1,600

Demand Price

100 $0

90 $10

80 $20

70 $30

60 $40

50 $50

40 $60

30 $70

20 $80

10 $90

0 $100

With infinite capacity?For 50 rooms?

For 40 rooms?

Price Optimization – Two Products

What is the Optimal Price?With infinite capacity

For Product A?For Product B?

With 100 Rooms?50 Rooms?

Product ADemand

Product BPrice Price$100 0 $400

$90 10 $360$80 20 $320$70 30 $280$60 40 $240$50 50 $200$40 60 $160$30 70 $120$20 80 $80$10 90 $40

$0 100 $0

Price Optimization – Two Products

Demand

Optimal Price:• For both infinite capacity and with100 Rooms, the optimal results

are at the mid-price point. • But what is the answer for 50 rooms?

DemandProduct A Product B

50 rooms @ $50 = $2,500

50 rooms @ $200 = $10,000

$0 $50

0$0 $200 $400

Price Optimization – Two Products, Shared Inventory

What is the Optimal Price? For product A? For product B? With infinite capacity? With 100 Rooms? 50 Rooms?

Product ADemand

Product BPrice Revenue Price Revenue

$100 $0 0 $400 $0$90 $900 10 $360 $3,600$80 $1,600 20 $320 $6,400$70 $2,100 30 $280 $8,400$60 $2,400 40 $240 $9,600$50 $2,500 50 $200 $10,000$40 $2,400 60 $160 $9,600$30 $2,100 70 $120 $8,400$20 $1,600 80 $80 $6,400$10 $900 90 $40 $3,600

$0 $0 100 $0 $0

Price Optimization – Two Products, Shared Inventory

Product ADemand

Product BPrice Revenue Price Revenue

$100 $0 0 $400 $0

$90 $900 10 $360 $3,600

$80 $1,600 20 $320 $6,400

$70 $2,100 30 $280 $8,400

$60 $2,400 40 $240 $9,600$50 $2,500 50 $200 $10,000

$40 $2,400 60 $160 $9,600

$30 $2,100 70 $120 $8,400

$20 $1,600 80 $80 $6,400

$10 $900 90 $40 $3,600

$0 $0 100 $0 $0

Demand

Product A

Demand

$400$2400

Product B

The Best To-Date, in my opinion…

Possible Now….

Source: TravelClick, Inc.

Tomorrow…??

Variation of graph provided courtesy of TravelClick

Sloan’s top tips and tricks when developing his pricing strategy.

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ALWAYS, ALWAYS, ALWAYS approach the problem from a Consumer Perspective Using the Mutually Exclusive, Collectively Exhaustive (MECE) approach whenever possible.

Know your Competition through & through What are their pricing patterns? What time of day are they shopping &/or reviewing their pricing strategies?

Don’t overly focus on Retail pricing, especially outside of top 10 MSAs There is often more opportunity with shedding light on Group & Corporate Negotiated segments than over-emphasizing retail, which are often priced “blindly” or “semi-opaque.”

NEVER forget: ALL segments & ALL channels need variation of pricing elasticity A static pricing strategy, even with a 2007 Cornell publication support, is a recipe for destruction .

Emotional Price Anchoring is Very Real and MUST be addressed

Growth Opportunities.

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Identify growth opportunities by analyzing what is being demanded in your market.

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Does the summary data really tell the correct story? Can I measure my true potential with only my hotel performance metrics?

Are my competitors growing rate more through rate increases or a change in mix of sales?

As we head into BT season, how can I better understand the demand in my comp set and the true value of a Negotiated Corporate client?

Which channels are selling the most bookings in my area? Should I shift availability or offer new specials?

What data do you need to see your growth opportunities.

• Historical & Future looking data• Data by channel & market segment• Details by day• Changes in pace & trends• Length of Stay, Stay Patterns & Lead Time

You need this information for both your hotel and your competitive set.

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Identifying Growth Opportunities Scenario

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CURRENT MONTH

ADR RevPAR My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)

Current Month

89.3 162.30 144.93

Year To Date 77.1 155.00 119.51

Running 12

Month 76.2 158.72 120.94

CURRENT MONTH Percent Change (%)

ADR % Chg RevPAR % Chg

My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)

Current Month

3.9 0.3 4.2

Year To Date 4.1 2.0 6.1

Running 12

Month 2.3 2.0 4.3

SMITH TRAVEL

RESEARCH, Inc

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CURRENT MONTH

ADR RevPAR My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)

Current Month

89.3 84.2 106.1 162.30 186.20 87.2 144.93 156.74 92.5

Year To Date 77.1 74.6 103.4 155.00 167.65 92.5 119.51 125.01 95.6

Running 12

Month 76.2 75.7 100.6 158.72 162.78 97.5 120.94 123.27 98.1

CURRENT MONTH Percent Change (%)

ADR % Chg RevPAR % Chg

My Prop Comp Set Index (MPI) My Prop Comp Set Index (ARI) My Prop Comp Set Index (RGI)

Current Month

3.9 1.6 2.3 0.3 5.8 -5.5 4.2 7.4 -3.1

Year To Date 4.1 2.7 1.4 2.0 4.1 -2.1 6.1 6.8 -0.7

Running 12

Month 2.3 2.3 0.0 2.0 1.8 0.2 4.3 4.1 0.2

SMITH TRAVEL

RESEARCH, Inc

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CURRENT MONTH

Transient Group Total

% Chg % Chg % Chg

Occupancy (%) My Property 72.2 9.5 My Property 17.1 -7.6 My Property 89.3 3.9

Comp set 61.9 4.2 Comp set 22.3 -8.4 Comp set 84.2 1.6

Index (MPI) 116.6 7.0 Index (MPI) 76.8 0.8 Index (MPI) 1.1 2.3

ADR My Property 150.85 1.2 My Property 178.13 -1.0 My Property 162.30 0.3

Index (ARI) 80.3 -7.7 Index (ARI) 98.5 -0.8 Index (ARI) 87.2 -5.5

RevPAR My Property 108.86 10.7 My Property 30.52 -8.6 My Property 144.93 4.2

Index (RGI) 93.7 -2.4 Index (RGI) 75.7 -1.3 Index (RGI) 92.5 -3.1

SMITH TRAVEL RESEARCH, Inc

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CURRENT MONTH

Transient Group Total

% Chg % Chg % Chg

Occupancy (%) My Property 72.2 9.5 My Property 17.1 -7.6 My Property 89.3 3.9

Index (MPI) 116.6 7.0 Index (MPI) 76.8 0.8 Index (MPI) 1.1 2.3

ADR My Property 150.85 1.2 My Property 178.13 -1.0 My Property 162.30 0.3

Index (ARI) 80.3 -7.7 Index (ARI) 98.5 -0.8 Index (ARI) 87.2 -5.5

RevPAR My Property 108.86 10.7 My Property 30.52 -8.6 My Property 144.93 4.2

Index (RGI) 93.7 -2.4 Index (RGI) 75.7 -1.3 Index (RGI) 92.5 -3.1

SMITH TRAVEL RESEARCH, Inc

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TOTAL HOTEL Occ % ADR Current Chg from Last Wk Var to Last Yr Current

Date My Hotel Comp Set RankMy

Hotel Comp Set My Hotel Comp Set My HotelComp

Set RankMay Subtotals 89.3% 84.2% 2 of 7 0 0 12.9 2.5 $162.86 $186.20 6 of 7June Subtotals 88.2% 81.7% 2 of 7 0 0 4.9 2.5 $161.15 $192.34 7 of 7Mon Jul-16-2012 56.7% 66.7% 2 of 7 7.2 11.4 1.2 2.5 $162.96 7 of 7Tue Jul-17-2012 98.5% 91.5% 1 of 7 2.1 9.3 5.3 1.5 $193.61 7 of 7

Wed Jul-18-2012 101.4% 91.4% 1 of 7 5.3 7.4 8.3 0.5 $198.26 6 of 7Thu Jul-19-2012 67.2% 87.2% 2 of 7 1.2 4.6 -2.5 -0.7 $142.04 6 of 7

Fri Jul-20-2012 88.5% 78.5% 2 of 7 4.2 5.9 2.5 -0.3 $119.23 6 of 7Sat Jul-21-2012 90.5% 80.5% 1 of 7 3.8 3.6 2.1 2.8 $119.52 6 of 7Sun Jul-22-2012 58.2% 68.2% 1 of 7 7.1 6.7 6.8 6.1 $137.51 7 of 7Mon Jul-23-2012 45.5% 55.5% 1 of 7 7.8 8.1 15.8 7.2 $147.67 6 of 7Tue Jul-24-2012 91.3% 81.3% 1 of 7 25.5 10.5 10.3 7.2 $183.21 5 of 7

Wed Jul-25-2012 100.0% 80.0% 1 of 7 30.1 14.2 3.4 5.4 $187.52 6 of 7Thu Jul-26-2012 70.1% 75.1% 1 of 7 9.2 11.3 2.8 1.4 $137.52 6 of 7

Fri Jul-27-2012 75.0% 66.0% 1 of 7 4.3 4.1 5.3 1.4 $117.52 6 of 7Sat Jul-28-2012 80.0% 70.0% 1 of 7 4.3 4.1 6.5 1.4 $117.52 6 of 7July Subtotals 79.1% 25.9% 1 of 7 4.6 7.5 -6.2 0.2 $162.45 7 of 7

August Subtotals 19.4% 7.4% 1 of 7 1 1.4 0.7 1.7 $159.58 6 of 7

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RETAIL TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current

Date My Hotel Comp Set Rank My Hotel Comp Set My Hotel Comp Set My Hotel Comp Set RankMay Subtotals 5.3% 24.2% 6 of 7 0 0 2.9 3.5 $236.87 $209.45 1 of 7June Subtotals 8.2% 21.7% 7 of 7 0 0 1.9 4.5 $245.60 $212.47 1 of 7Mon Jul-16-2012 6.7% 16.7% 6 of 7 1.2 11.4 1.2 2.5 $262.96 1 of 7Tue Jul-17-2012 8.5% 21.5% 5 of 7 0.1 9.3 -5.3 1.5 $293.62 1 of 7

Wed Jul-18-2012 10.4% 27.4% 6 of 7 0.2 8.4 -8.3 2.2 $298.26 1 of 7Thu Jul-19-2012 6.2% 17.2% 7 of 7 2.3 7.6 -2.5 1.7 $242.04 1 of 7

Fri Jul-20-2012 8.5% 11.5% 7 of 7 4.2 5.9 2.5 1.2 $229.23 1 of 7Sat Jul-21-2012 9.5% 10.5% 6 of 7 3.8 3.6 2.1 2.8 $229.52 1 of 7Sun Jul-22-2012 5.2% 18.2% 6 of 7 4.1 6.7 0.8 6.1 $237.52 1 of 7Mon Jul-23-2012 4.5% 25.5% 7 of 7 3.3 8.1 -2.3 7.2 $247.67 1 of 7Tue Jul-24-2012 8.3% 26.3% 7 of 7 1.8 10.5 -3.3 7.2 $283.22 1 of 7

August Subtotals 1.4% 3.4% 7 of 7 0.1 1.4 0.7 1.7 $259.58 1 of 7

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DISCOUNT TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current

Set RankMay Subtotals 35.3% 14.2% 1 of 7 0 0 12.9 2.5 $135.45 $173.20 6 of 7June Subtotals 48.2% 21.7% 1 of 7 0 0 9.9 2.5 $145.67 $178.42 7 of 7

Mon Jul-16-2012 46.7% 16.7% 2 of 7 5.4 1.2 7.5 2.5 $162.96 6 of 7Tue Jul-17-2012 48.5% 21.5% 1 of 7 3.3 0.1 6.5 -1.5 $163.62 6 of 7

Wed Jul-18-2012 50.4% 27.4% 1 of 7 2.4 0.2 7.2 -2.2 $168.26 7 of 7Thu Jul-19-2012 46.2% 17.2% 1 of 7 8.6 2.3 6.7 1.7 $142.04 7 of 7

Fri Jul-20-2012 48.5% 11.5% 2 of 7 5.9 4.2 6.2 1.2 $129.23 6 of 7Sat Jul-21-2012 49.5% 10.5% 1 of 7 3.6 3.8 7.8 2.8 $129.52 6 of 7Sun Jul-22-2012 45.2% 18.2% 1 of 7 6.7 4.1 11.1 1.1 $137.52 7 of 7Mon Jul-23-2012 44.5% 25.5% 1 of 7 8.1 3.3 12.2 1.2 $147.67 6 of 7Tue Jul-24-2012 48.3% 26.3% 1 of 7 15.5 1.8 12.2 -1.8 $163.22 7 of 7

Wed Jul-25-2012 47.0% 28.0% 1 of 7 14.2 1.7 10.4 -2.3 $167.52 6 of 7Thu Jul-26-2012 45.1% 15.1% 1 of 7 8.9 2.1 8.4 -3.4 $137.52 7 of 7

Fri Jul-27-2012 45.0% 16.0% 1 of 7 4.1 3.9 6.4 1.4 $127.52 6 of 7Sat Jul-28-2012 48.2% 17.0% 1 of 7 4.1 2.7 6.4 1.4 $127.52 6 of 7

July Subtotals 47.1% 19.9% 1 of 7 9.7 2.4 8.3 1.4 $162.45 7 of 7August Subtotals 31.4% 3.4% 1 of 7 6.5 1.4 3.4 0.7 $159.58 7 of 7

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OTA CHANNEL PRODUCTION Expedia Priceline.com

My Hotel Rooms Sold

Comp Set Rooms Sold

Rooms Sold Fair

ShareOcc Rank

Change from Last Week Fair

My Hotel Rooms Sold

Comp Set Rooms Sold

Rooms Sold Fair

ShareOcc Rank

ShareJune Total 256 1,378 82 6 of 7 0 715 918 314 1 of 3 15

Mon Jul-16-2012 4 16 93 7 of 7 -123 51 13 135 1 of 3 0Tue Jul-17-2012 4 33 66 5 of 7 -17 33 18 215 1 of 3 27

Wed Jul-18-2012 4 41 55 5 of 7 -13 41 14 250 1 of 3 23Thu Jul-19-2012 4 16 88 7 of 7 -114 52 3 187 1 of 3 18

Fri Jul-20-2012 11 50 71 6 of 7 -89 61 3 278 1 of 2 45Sat Jul-21-2012 9 32 98 7 of 7 -63 11 2 371 1 of 2 57Sun Jul-22-2012 6 49 61 5 of 7 -54 25 2 371 1 of 2 60Mon Jul-23-2012 5 29 52 6 of 7 -41 28 2 490 1 of 2 82Tue Jul-24-2012 3 35 48 5 of 7 -25 40 9 415 1 of 2 90

Wed Jul-25-2012 2 37 31 5 of 7 -17 18 9 500 1 of 2 119July Total 142 1051 82 6 of 7 -30 675 217 520 1 of 2 61

August Total 41 146 85 5 of 7 43 24 0 856 1 of 1 45

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OTA CHANNEL PRODUCTION Expedia Priceline.com

My Hotel Rooms Sold

Comp Set Rooms Sold

Rooms Sold Fair

ShareOcc Rank

My Hotel Rooms Sold

Comp Set Rooms Sold

Rooms Sold Fair

ShareOcc Rank

ShareJune Total 256 1,378 82 6 of 7 0 715 918 314 1 of 3 15

Mon Jul-16-2012 4 16 93 7 of 7 -123 51 13 135 1 of 3 0Tue Jul-17-2012 4 33 66 5 of 7 -17 33 18 215 1 of 3 27

Wed Jul-18-2012 4 41 55 5 of 7 -13 41 14 250 1 of 3 23Thu Jul-19-2012 4 16 88 7 of 7 -114 52 3 187 1 of 3 18

Fri Jul-20-2012 11 50 71 6 of 7 -89 61 3 278 1 of 2 45Sat Jul-21-2012 9 32 98 7 of 7 -63 11 2 371 1 of 2 57Sun Jul-22-2012 6 49 61 5 of 7 -54 25 2 371 1 of 2 60Mon Jul-23-2012 5 29 52 6 of 7 -41 28 2 490 1 of 2 82Tue Jul-24-2012 3 35 48 5 of 7 -25 40 9 415 1 of 2 90

Wed Jul-25-2012 2 37 31 5 of 7 -17 18 9 500 1 of 2 119July Total 142 1051 82 6 of 7 -30 675 217 520 1 of 2 61

August Total 41 146 85 5 of 7 43 24 0 856 1 of 1 45

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NEGOTIATED TRANSIENT Occ % ADR Current Chg from Last Wk Var to Last Yr Current

Hotel Comp Set My Hotel Comp Set My Hotel Comp Set RankMay Subtotals 29.3% 31.2% 4 of 7 0 0 5.6 5.5 $174.56 $173.20 3 of 7June Subtotals 31.2% 30.7% 4 of 7 0 0 4.7 4.9 $176.50 $178.42 4 of 7Mon Jul-16-2012 16.7% 24.2% 3 of 7 2.4 3.4 1.1 6.5 $162.96 3 of 7Tue Jul-17-2012 38.5% 26.0% 4 of 7 6.6 4.4 16.5 7.4 $163.62 3 of 7

Fri Jul-20-2012 28.5% 26.0% 3 of 7 2.3 2.3 1.3 1.5 $129.23 3 of 7Sat Jul-21-2012 29.5% 29.5% 4 of 7 3.8 3.8 0.5 0.7 $129.52 3 of 7Sun Jul-22-2012 25.2% 22.7% 4 of 7 6.7 4.1 2.6 2.3 $137.52 4 of 7Mon Jul-23-2012 14.5% 25.6% 4 of 7 2.6 3.3 3.6 6.9 $147.67 3 of 7Tue Jul-24-2012 48.3% 32.5% 1 of 7 9.9 4.5 12.2 8.8 $163.22 4 of 7

Fri Jul-27-2012 25.0% 25.0% 4 of 7 1.1 1.1 0.4 0.5 $127.52 3 of 7Sat Jul-28-2012 28.2% 25.7% 4 of 7 0.9 0.9 0.6 0.8 $127.52 3 of 7July Subtotals 27.1% 24.6% 4 of 7 9.7 2.4 5.7 5.3 $162.45 4 of 7

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Kimberly’s top tips and tricks when developing her growth strategy.

Don’t rely solely on your own performance to make decisions

Consider different competitors based on seasonality, day of week, and market segment

A good “test” requires measurement, or it’s not a test. Define the parameters of the test before you start

Spend more time on the day by day detail vs. the summary information

Make decisions for next year while the learning's from this year are fresh in your mind

Channel specific actionable insight

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Enhance campaigns, targeting, and sales effectiveness.

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Prepare for RFP season. What effect will reducing a rate have: Increased room nights? Revenue dilution? Does the company have enough volume to offset a rate decrease

Which agencies are booking my competitors? What business am I getting from these agencies?

What do your competitors have on the books for the coming months, and at what rate?

Did my GDS campaign shift business from the competition?

You can use the actionable insight to build a plan and explore your market

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Questions and Answers

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