manova gmbh trautsongasse 8 | 1080 vienna | austria | t +43 1 710 75 35 - 0 | f - 20 |...
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MANOVA GmbHTrautsongasse 8 | 1080 Vienna | Austria | T +43 1 710 75 35 - 0 | F - 20 | [email protected] | www.manova.at
WEBMARK Hotels: Cross-national Benchmarking
January 2010
Klaus Grabler | MANOVA GmbH
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Phases of project
Conception & Adaptation
• start-up meeting (1 day): determination of content
• preparation of proposal (1 week)
• signing of the contract (at least a 3-year contract)
• revision/adaptation of content: (~ 8 weeks)
adaptation of system structure, creating users, rights etc.
adaptation of reports, input masks
benchmarking criteria, filter, segmentation criteria,
creating interfaces (languages, currency converter, data retrieving)
translation
• presentation on-site, final coordination meeting and introduction to
the system (1 day)
• current tasks/operations
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Elements of set-up costs
Fix elements of set-up costs
• 4 modules (ratios annual, ratios monthly, guest survey, employee survey)• system adaptations
additional content (reports, input mask etc.) project structure (state, region, cities etc.)
• coordination meetings, travel expenses• translation interface, translation into English• currency converter interface
Optional elements of set-up costs
• interface for retrieving data from a server in Slovenia/Croatia• server costs• further interfaces for the translation into Slovenian/Croatian (translation has to be organised by the partners)
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Elements of current costs
Overhead costs
• administration of new users, assignment of user rights• adaptation of reports and input masks• setting of filters, segmentation criteria, benchmarking criteria • providing support for data cleaning• technical support• annual meetings/workshops – quarterly in the first year; semi-
annually in the following years (excluding travel expenses)
Optional cost elements• maintenance of data retrieving interface• maintenance of translation interface as well further translation into
Slovenian/Croatian
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Participant fees & costs for further countries
Participant fees p.a.
• ratios (yearly and monthly) EUR 150 per participant• guest survey EUR 300 per participant• employee survey EUR 150 per participant
Costs for further participating countries (SE Europe)
• Set-up costs EUR 10,000 (one-time)• Current costs EUR 7,500 p.a.
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An all-round database for everyone
WEBMARK Hotels… connects knowledge by gathering information
from other tourism databases „Lohnbenchmarking“ (salary benchmarking) „best for people“ (employee and entrepreneur
survey and certification) offers an efficient tool for categorizations and certifications
(evaluation of stars | an example)
is one of the most holistic and up-dated benchmarking tools for the hotel branch (the database contains more than 3000 balance sheets)
offers benchmarks for different institutions such as destinations, associations, federal states etc.
provides data for lobbying-activities
provides information to demonstrate the importance of tourism
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Benchmarking possibilities
Benchmarking…>>on national level
>> between federal states
>>between destinations
>>of different structural characteristics
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An database for everyone
Overview & advantages
continuous monitoring of ratios (monthly and yearly basis) as well as of guest and employee satisfaction data
holistic data pool: data of about 1000 hotels in Austria and Germany
overview of different areas (ratios, guests, employees) within a system - possibility to combine/connect all these results - hence drawing accurate conclusions
revenue management based on simple ratios
flexible selection of time periods measurement of special offers within certain periods (e.g. easter holiday)
simple to handle and efficient provision of information
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Size of database
current data volume about 3650 financial statements
~1150 financial statements in the year 2005
~1000 financial statements in the year 2006
~1000 financial statements in the year 2007
~500 financial statements in the year 2008 (tentatively)
trend data of about 200 hotels
Lodging ratios of approx. 120 hotels (since January 2008)
~13000 guest opinions
~2500 employee satisfaction data
210 participants in the year 2009…
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Balance Score Card
… provides an overview of all relevant hotel areas!
The detail information reveals what’s going on….
… provides objective information for e.g. consultants
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How destinations may benefit …
Tourism Cockpit by MANOVA & Fairmas
contains …• daily benchmark• important revenue ratios of the hotel branch• forecasts regarding pricing and occupancies• data of guest surveys• e-mail reporting
provides …• detailed quality checks for hotels and destinations• information about the competitiveness of products, new challenges and future trends• vital data for marketing and branding (product image, product placement, effective sales channels per target group, and many more) • reliable data for professional yield-management in hotels as well as a price check for destination managers in comparison to other destinations and competitors
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Benchmarking between federal states …
Tyrol evaluates development in comparison to Salzburg:
Source: WEBMARK Hotels
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Ötztal evaluates development in comparison to Zillertal:
Benchmarking between destinations …
Source: WEBMARK Hotels
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Increase of satisfaction ...
… through investments
Source: WEBMARK Hotels
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Strengths were revealed …
Source: WEBMARK Hotels
from: to:
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The number of regular guests was increased…
Source: WEBMARK Hotels
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Recognising employees´unsatisfaction
Source: WEBMARK Hotels
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Economic data
Source: WEBMARK Hotels
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Contact details
MANOVA GmbH
Trautsongasse 8 | 1080 Vienna | AustriaT +43 1 710 75 35 - 0 | F - 20
[email protected] | www.manova.at
Klaus Grabler
Managing Director
Heidi Kremsner
WEBMARK Hotels
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www.manova.at
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Tool for categorization …
Guest evaluation of a 4 stars superior hotel:
Source: WEBMARK Hotels
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