HCL uses deep consumer insights of spend and … uses deep consumer insights of spend and...

CASE STUDY

www.hcltech.com

HCL uses deep consumer insights of spend and demographics to drive growth strategy for a leading F500 hospitality player

BACKGROUND• Theclientisaleadingplayerinthehospitalitywithchainofhotelsandresortsworldwide

• Itisoneoftheleadinghotelandleisurecompaniesintheworldwithapproximately850propertiesinmorethan95countriesand145,000employeesatitsownedandmanagedproperties

• Theyuseanin-houserevenuemanagementapplicationwithseveralkeycomponentsthat sources data from Central Reservation Systems and Property ManagementSystems

CHALLENGES/ OBJECTIVES• Pricing was critical for driving volume and occupancy, which was largely based on

historicaldata(ofprices)andmanualoverrides

• PricingwasacomplexinterpretationofdataanalysisfrommultipleinternalandexternalsystemslikePropertyManagement,GDS,Aggregators,Competition,etc.

• Revenuemanagementsystemwithhighconfigurabilitywithexpectation tochangingneeds, new properties in emerging market, social analytics, consumer insight andsatisfaction,etc.

• Businesscritical,highperformanceandavailabilitytoensurethatreservationsystemisenabledwith99.99%availability

THE SOLUTION

Create a data architecture capable of delivering the desired response time for critical reports:

• AnalysisandreviewofEnterpriseSystemsandmiddlewarecomponentsofperipheralapplicationsincludingtheirexistingdatasetuptocomeupwiththebestdataconversionmodel;capableofsupportingthebusinessrequirementsaswellastheprojectedgrowthofthesystemovertime

• Break down the entire project scope into six distinct logical modules for ease ofimplementationandfutureextensibility

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Create a compatible UI and middleware solution structure to integrate with legacy systems:

• Useamixofclientbased(jQuery)andserversidecomponentsafterdiligentlyanalyzingeachrequirementandusagepatterntoprovidetheoptimumspeedanduserexperience

• Analyzeexistingcode(muchofitintraditionalASP)andenhanceittoseamlesslyplug-innewadvancedcomponentscreatedin,NET4.0

Follow a web-services architecture for critical futuristic components:

• Identifyrequirementsthatwouldbecriticalforfutureoperationsandexpansions

• Designaweb-servicebasedsolutionforsuchcomponentsandexposethespecificationsforusage

RESULTS/ BENEFITS• Businesswasabletosave5-7%ofrevenueleakageperproperty.Thesuccessofthe

projecthas forced thehotelcompany to roll-out thesystemtoover2500propertiesworldwideinthenextyearwithcombinedyearlyrevenueofapproximately5,624millionUSD

• Enabled business with critical market metrics and consumer analytics on guestdemographics, occupancy, rooms and rates across different channels, marketsegmentsandgeographies

• Identifiedoutputsfromkeyaccountsandhelpsquantitativelyevaluateeachaccountsagainstcompanygoals;providedrevenueoptimizationguidelinestopropertiesbasedonhistoricaldataanalysis

• Equipped revenue managers with critical account production metrics to track andevaluateaccountperformanceyear-on-yearandutilizetheintelligenceforyearlysalesandRFPcycle

• Availability of this extensible framework eased the future mergers and acquisitions,commoninhospitalityindustry

ThissystemcanseamlesslyintegratewithmultiplePMSsystemandcanberolledouttoincludeadditionalpropertiesasdesired.