Revenue Managers Today - Commercial Leaders

Tomorrow ClintonCampbellMSc

ApexHotels

Transition to Commercial Leadership

•  Iden6fytheneedtochange•  Scopethechange• Change• Review

Identifying the need to change

CHANNELSPECIFIC

What’s the Difference?

Func%onal•  applica6onofdisciplinedanaly6cs

• micro-marketlevel

• op6mizeproductavailabilityandprice

• maximizerevenuegrowth

Commercial• non-technicalbusinessdisciplines

•  generateafinancialreturn•  encompassallresources•  shareinforma6onandbestprac6ce

•  communicates

Future of Revenue Management in 2008

*Kimes,S.E.,(2008),HotelRevenueManagement:TodayandTomorrow,TheScholarlyCommons,CornellUniversity

2008 – Future of Revenue Management

*Kimes,S.E.,(2008),HotelRevenueManagement:TodayandTomorrow,TheScholarlyCommons,CornellUniversity

Future of Revenue Management in 2008

*Kimes,S.E.,(2008),HotelRevenueManagement:TodayandTomorrow,TheScholarlyCommons,CornellUniversity

Scope the change

“Restructuring your teams will often not solve conflict issues.” Neilson,Mar6nandPowers(2008)

“The functions of management are dissimilar to leadership.” KoTer(1990)

What about the next 15 years?

Personaliza%on,dynamicpackagingandreal-%medistribu%on.DieterWestermann,SeniorVicePresidentRevenueManagementStrategy&Solu6ons,Pricing&RevenueManagement,QatarAirways,Qatar

RMwillrevertbacktomorebasicandsimplemodels.FredrikOdegaard.AssociateProfessorofManagementSciences,atIveyBusinessSchool,Canada

Yeoman,I.(2016),“Thehistoryofrevenueandpricingmanagement–15yearsandmore”JournalofRevenueandPricingManagement

Survey

Q:Howwillrevenuesupportacommercialstrategyinthenext5years?

1.   ControllingthecostofDistribu%on2.   Providingrepor%ngandanalysistothewiderteam3.   Usingchannelmixandlead%metodeliverbestRevPAR

Survey

Q:Whattoolsdocompaniesneedtosucceedinthefuture

1.   AbilitytounderstandBIGDATA2.   Abilitytoshareinforma%on3.   Intui%veRMSystems

Survey

Q:WhowillwinthebaTlewiththeOTA’s

1.   OTA’s

Demandis“Omni-Channel”

Implement the Change

Organisational DNA hTp://www.simulator-orgeffec6veness.com/strategyand

Organisational DNA Profile

“An alternative approach suggests that analysis of information flows and clarification of decision rights have a bigger impact on organisational effectiveness.” Neilson,Mar6n&Powers(2008)

How to implement commercial leadership thinking •  Fix,SellorClose•  TheHandbook• WhatdoesyourC-Suitelooklike(GEhad4Execu6ves)

• HardwareandthenSolware• Removebarriersacrossdepartments•  Empoweryouremployees

Review Change