SHS - Swiss Hospitality Solutions - Mobile Trends for Hotels 2011

Wilhelm K. Weber

NEW TRENDS FROM A RM POINT OF VIEW

Wilhelm Konrad Felix Weber «Wilko»

•  Some years in hotel •  Some years in consulting/training •  Some years with brands/chains

•  Swiss Hotel School Luzern •  Graduate School

of Business Administration, Zürich •  University of Wales / St Gallen…

•  First «own company» with 14yrs •  SHS since June 2010 (No. 5) •  Young European Industry Leader 2010

•  Hobbies: Sailing, Skiing, Surfing ….and HOTELS!

WELCOME TO MY WORLD! (WHAT IS THE POINT OF VIEW OF A REVENUE MANAGER?)

IT IS SO COOL TO BE IN/ON/ABOUT SOCIAL MEDIA,

MOBILE, GROUPON ETC.

REVENUE MANAGERS NOT

ALWAYS PERCEIVED AS

COOL

WE ARE SIMPLE PEOPLE,

WE ONLY THINK ABOUT MONEY!

SOCIAL MEDIA GROUPON & CO

MOBILE APPLICATIONS

SOCIAL MEDIA IS SO MUCH MORE THAN JUST FACEBOOK, IT IS A DIRECT CHANNEL TO

COMMUNICATE WITH YOUR CLIENTS

AUDIENCE PARTICIPATION

RAISE YOUR HAND …IF YOUR HOTEL IS ON

FACEBOOK

RAISE YOUR HAND …IF YOUR HOTEL RECEIVES

RESERVATIONS THROUGH FACEBOOK

ONLY A SMALL DIFFERENCE….

BE THERE! CREATE A

BOOKING LINK! THINK ABOUT THE

MESSAGE!

RM Checklist: Must have? YES

Cost? Relatively low

Revenue? Still small

Future? Increasing importance

THE MOST INFLUENCING

SCM DISCIPLINE IS?

BIG BROTHER IS WATCHING

YOU

GUEST REVIEWS

HOW DO GUEST REVIEWS INFLUENCE THE PURCHASE INTENT?

EXTREME NEGATIVE REVIEWS (1 STAR) EXCEEDED THE POSITIVE EFFECT OF

EXTREME POSITIVE REVIEWS (5 STAR) NON-EXTREME REVIEWS (2-4 STARS)

HAD NO EFFECT YUANYUAN, PENG, YIJUN, AND QIANG (2009, STUDY ON MOVIE TICKET SALES)

CHEVALIER AND MAYZLIN (2006, STUDY ON ONLINE BOOK REVIEWS)

THE PERCEIVED QUALITY OF AN ONLINE REVIEW HAS A POSITIVE IMPACT ON

PURCHASE INTENT. PURCHASE INTENT INCREASES AS THE

NUMBER OF REVIEWS INCREASES CUSTOMERS WITH LIMITED

EXPERIENCE WITH THE PRODUCT ARE INFLUENCED BY THE QUANTITY OF REVIEWS RATHER THAN QUALITY

PARK ET AL. (2007)

RAISE YOUR HAND …IF YOUR HOTEL IS ON

TRIPADVISOR

RAISE YOUR HAND …IF YOU KNOW YOUR HOTELS

RATING THIS WEEK

KNOW YOUR RATING!

MANAGE YOUR E-MAGE!

RM Checklist: Must have? YES

Cost? None

Revenue? High influence

Future? Increasing importance

NO MANAGEMENT

RESPONSE?

IT’S ONLY ONE CLICK!

SOCIAL MEDIA GROUPON & CO

MOBILE APPLICATIONS

AWARENESS!

NEW CUSTOMERS!

USE EMPTY ROOMS

IN PERIODS OF LOW DEMAND.

HAVE YOU DONE THE MATH???

groupon Direct sale Sales Price 100 – 50% 100 Commission (35%) 35 0 var.Cost per Room 40 40 Pocket Margin - 25 60

…AND WHEN DO YOU GET THE MONEY?

NEGOTIATE THE CONDITIONS

BE AWARE OF THE IMAGE

BE REALISTIC RE. «NEW CLIENTS» DO THE MATH!

RM Checklist: Must have? No

Cost? Extremely high

Revenue? Very small

Future? Likely to stay,

SOCIAL MEDIA GROUPON & CO

MOBILE APPLICATIONS

AUDIENCE PARTICIPATION

RAISE YOUR HAND …IF YOU HAVE A SMARTPHONE

RAISE YOUR HAND …IF YOU HAVE AN IPHONE

WHAT IS THE FIRST THING THAT HAPPENS, WHEN AN AIRPLANE HAS

LANDED?

100 MOBILE PHONES ARE SWITCHED ON

YOU WILL ALWAYS CARRY WITH YOU...

MOBILE INTERNET IS NOT

JUST WIRELESS ACCESS TO «NORMAL INTERNET»

WIRELESS SERVICES LOOSE 50% OF POTENTIAL CUSTOMERS,

EVERYTIME THEY ARE REQUIRED TO PUSH A BUTTON

LOCALISATION + PERSONALIZATION = «KILLER APPLICATION»

ARE YOU READY?

PRODUCTS MUST BE FAST, EASY, FUN

AND HOTEL APPS TODAY?

PRICELINE REPORTS HIGH NUMBER OF MOBILE SHORT TERM BOOKINGS

(LESS THAN 1 DAY PRIOR TO ARRIVAL)

85% 45%

THE PLATFORM STORY WILL REMAIN COMPLICATED

TABLETS ARE A SEPERATE OPPORTUNITY

MOBILE TECHNOLOGIES CAN SAVE YOUR STAFF TIME BY ENABLING GUESTS TO HELP THEMSELVES FIND

INFORMATION

NEW TECHNOLOGIES ALLOW «FANCY GIMMIKS»

…COOL STUFF….

THERE ARE MANY NEW

OPPORTUNITIES

QR (QUICK RESPONSE)

CODES

START EXPLORING THE

OPPORTUNITIES !

DON’T FORGET THE MONEY!

RM Checklist: Must have? Nice to have

Cost? medium

Revenue? small

Future? Increasing importance

ANY QUESTIONS ?

Thank you 谢谢 Vielen Dank

Contact:

Wilhelm K. Weber"Partner" SHS"Swiss Hospitality Solutions AG"Hirschmattstrasse 28"CH 6003 Luzern"Switzerland Tel: +41/78 670 2007"eMail: w.weber@swisshospitalitysolutions.ch