T I W A R A T P H A I S A N W I P H A T P O N G

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Hotel Marketing Strategy for accommodations2hotels

Know your proposition - Area

City - Any type of accommodation Education - Apartment, Hostel Urban, Beach, River - Homestay, Resorts and Spa Industrial – Mansion, Apartment , Hotels Living - Apartment, Homestay, Hostel Tourist - Inn, Lodge, Apartment, Hotel

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Management style

Individual Or company registration

Group (Developer/investor)

Corporate (Brand)

One single property - Unique Hotel - Room in House - Serv Apartment - Inn, Lodge, Hostel (Family)

- Kantary - Issara - Kasemkij - TCC Hotel Management - Compass - Dvaree - Oxyn

Starwoods Accor FHRI Centara Anantara

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Conception - Theme: Party hostel, Designed - Style: Gayfriendly, eco-lodge, B&B, Hostel - Know your target: Backpack, Locals, City break (w/o: Location) - Know the areas: attraction, transportation - Know how to sell and service

Casa Gracia Barcelona Hostel,

Barcelona

Boxpacker Hostel,

Bangkok

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Selling tools

Rental Platform Shortstay/Long: Airbnb Roomorama Homestay Homeaway Holidayslettings Housetrip Favstay

OTAs platform (Hotels, Resorts ) Traditional Model : Travel agent, tour Temporary: B2C OTAs (Priceline Group, Expedia Inc) Allotments: Channel manager , Extranet *Thai style marketing: Facebook, Chillpainai, Painaidee

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Rental Platform

Listing: house, apartment Stay: 3 days – long Commission: 10-20% to end user; 5% Host

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Knowing OTAs (B2C) Gonzalo, 2015 Online distribution and the challenges stemming from the hotel/hostel/B&B relationship with online travel agencies (OTA) ref

Advantage Disadvantage

* Market place *Reviews is impact for hotel

* Commission base 15-25% *Undeletable reviews on OTAs

* Promotion/cancellation policy adjustable btw hotel and end customers

*Unremovable after inform OTAs termination (OTAs want to keep the inventory live as asset of company )

* Content editor *Rate parity check by OTAs

*Payment reliable *Hotel discount is subsidized by the hotel

*24hrs./instant confirmation *Cut off/close allotments as desired.

*OTAs have created their own brands that consumers trust and recognize as thought-leaders. (Difficult to turn direct booking)

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Use OTAs wisely Hotels spend 6-9% of their revenue on sales and marketing, while OTAs spend 35-40%. (Alex Gaggiol, 2015)

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OTAs Comm

HO Listings Users

Booking.com 15% Priceline 49,960,000 40,000,000+

Agoda 17-20% Priceline 370,000+ 20,000,000 +

Expedia 15-25% Expedia 510,000+ 25,000,000+

Hotels.com 15-20%

Expedia 435,000+ 16,000,000

Ctrip 20% 70,000 400,000(int)

90,000,000+

The commission is subsidised by hotel after promotion (10-20%). The hotel nett to receive go lower than 40% from Publish rate on OTAs.

Hotel Promotions: Hotel can add promotions

Agoda

Hotel A Commission 17%

Publish rate nett to receive Publish rate Nett to receive Publish rate Nett to recive Publish rate

based comm

(-17%)

Minus 10%

(nett to recive)

Double 4800 3984 4080 3386.4 4800 3984 4320 3984 3047.76 36%

Single 3200 2656 2880 2257.6 3200 2880 2656 2031.84

Extra bed 2400 1992 2160 1693.2 1200 996 1080 996 1523.88

Child 0-4yrs 1800 1494 1620 1269.9 1800 1620 1494 1142.91

Total 4980

Expedia Private Sales (10%)

Commission Last Minutes (10%)

Publish rate Publish rate Nett to receive Publish rate Nett to receive Nett to receive

Double 4800 4080 3386.4 4320 3585.6 3227.04 32%

Single 3200 2720 2257.6 2880 2390.4 2151.36

Extra bed 2400 2040 1693.2 2160 1792.8 1613.52

Child 0-4yrs 1800 1530 1269.9 1620 1344.6 1210.14

15%

Agoda Private Sale

APS distribution channels:

· Mobile application

· Agoda Members

Customized buy 2 get 3rd person

50%

Last minutes 10%

Retail Sales

Early Bird

plus 15%

Early Bird 15%

Hotel A

Selling Opaque: express deals An opaque inventory is the market of selling unsold travel inventory at a discounted price.

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Opaque is new for SEA

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Tools for Hotel Marketing

Channel Manager = software allow properties to efficiently manage the different online distribution channels that their property sells through.

Property Management System (PMS) = software application used to cover some basic objectives such as coordinating the operational functions of front office, sales and planning etc.

Reviews Management = system to manage hotel reputation, with the analysis..

And More Marketing tools etc, social media PR …

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Hotel Marketing: You can do promote your hotel

• Sponsor events/events • Local promotion, voucher, festive • Build brand awareness • Know International Festival and Festive seasons. • Facebook promotion • Online Ads • Etc.

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Value your property and make it your way. Thank you.

Sharing economy: Host airbnb https://www.blognone.com/node/74540 http://www.siamintelligence.com/sum-sharing-economy/ https://www.youtube.com/watch?v=025KWWq2OHE

30 June 2017 Copyright Tiwarat Phaisanwiphatpong

With aggressive travel experience and knowledge in online marketing for using technology to sell travel products and destinations, I have brought it to start up services for hotels, tour agents, and destinations selling and assist entrepreneurs to set up online reservation, and digital marketing support. I gain knowledge and offer the online/offline services for private business accommodations for several properties and private real estate and customized travel service.

Knowledge: OTAs (Travel and Accommodations), Real estate, Online Marketing, Hospitality, Sales

Reference: Airbnb, Asian Oasis Travel, Doi Isara Chiangrai, Hotels in Bangkok

Education: B.A. 2005 Chulalongkorn University, Faculty of Arts, Information studies

M.A. 2012 London South Bank University (UK), Faculty of Business, Marketing

Work : PwC, Swiss Embassy, PATA (HQ), Louis Vuitton (UK), Mobile app (UK), Aviation security (UK), NIDA Rooms, Staydily … more

Available on linkedin

Contact: +66 99 4496690 E: superbbow@gmail.com

Profile: Tiwarat Phaisanwiphatpong