TECHNOLOGYSPECIAL EDITION ON

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FORESIGHT AND INNOVATION IN THE GLOBAL HOTEL INDUSTRY

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2014HOTELYearbook

www.hotel-yearbook.comThis e-publication may be ordered online | € 14.50 ISBN 978-2-9700896-0-5

The upsell advantage and the impact of mobile on hotel revenue by Jason Bryant i

Upselling in hospitality used to be something that was nice to do if your front desk staff was trained to sell and the inventory was available. But oh, how times have changed! The advent of mobile technologies and predictive analytics has marked the future of upselling as a critical function for maximizing profits and driving long-term loyalty.

Upselling refers to revenue potential that goes above and beyond a traditional guest booking. With each offer, the hotel has the opportunity to give guests a valued service while increasing its profit margin. Our eight years of enabling hotels to price and merchandise premium inventory, post-booking, has proven that upselling can account for 10 to 20% of guests’ total charges, depending on the type of property. And with your loyalty guests, there’s an even greater opportunity, because they convert more highly with upgrade offers, and are likely to continue to be loyal through a better guest experience. Additionally, ancillary offers for on-site services such as F&B and spa, and even tours and activities off-site, are becoming a significant revenue opportunity and a key differentiator in guest satisfaction.

But upselling alone will not make a hotel successful. The ability to generate incremental revenue and boost guest satisfaction lies in the delivery of truly personalized interaction with your guests.

Upselling represents a significant revenue opportunity for hotels, potentially accounting for 10% to 20% of guests’ total charges. But as Jason Bryant, CEO of Nor1, explains, since upselling, by definition, means guests are consuming more prod-ucts and services, it can also be a key differentiator in guest satisfaction as well. With mobile technologies and predictive analytics, upselling is now entering an exciting new phase.

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SPONSORED CONTENT: UPSELLING

HOTEL Yearbook 2014 special edition on TECHNOLOGY

When information such as transactional data, purchase history, or travel preferences is utilized to create a dynamic customer experience, a deeper personal relationship develops between the guest and the hotel. Although personalization has typically been equated with a recommendation engine for more-relevant product offers, we view personalization more specifically as delivering the right offer to the right person at the right time, throughout the full reservation lifecycle. This means leveraging a real-time decisions engine to both price and merchandise products and services and simultaneously generate the offers when the customer is most likely to want them.

Benefits of upselling for hoteliers• Createsagreaterutilizationoffixedassets• Maximizesrevenuestraighttothebottom-line• Ancillaryoffersenhancetheguestexperience• Resultantdatacanbeleveragedacrosstheenterprisein

revenue management, marketing, loyalty, and property level operations

The pervasiveness of mobile technology and the unprecedented speed of consumer adoption that we are witnessing are forever changing buyer behavior. Even a select service hotel is capable of realizing upsell success with targeted offers to guests about for ground transportation and local dining offers.

Consider the following: • AccordingtoCisco,bytheendof2013,therewillbemore

mobile devices on earth than people. • Mobilesearchesrelatedtorestaurantshaveaconversion

rate of 90%, with 64% converting within the hour, as documented by xAd and Telemetrics.

• Nielsenhasfoundthat95%ofmobileusersusetheirdevices for local search.

• AndNielsenhasalsodocumentedthat50%oftravelorrestaurant mobile queries result in a purchase.

• 17%oftravelersresearchtheirtriponamobileapporwebsite, according to SiliconRepublic.

Taking these statistics into consideration, I ask why is the hospitality industry still treating mobile as ancillary to their marketing, loyalty and revenue management efforts? Hotels must be able to create personalized offers in real time that can be delivered to guests at the point of consumption. When executed properly, this level of upselling enables the hotel to extend the guest experience in a way that feels personal but is automatically driven. To be most effective, the personalized

upsell is ideally managed from a single integrated platform that makes it easy for a hotel to deliver a relevant experience across the reservation lifecycle.

We believe a significant percentage of future profits can be derived from this real-time upselling approach. The push for greater occupancy and ADR magnifies upselling opportunity. In today’s mobile age, last-minute bookers are turning into last-minute upgraders. With your competition scrambling to get every dollar they can, a real-time, data-driven approach to maximizing incremental revenue and guest satisfaction needs to be a permanent fixture at your property. And the key is to execute this approach so that these interactions are integrated across the Web, e-mail, mobile and during a stay at the property.

Seek out, develop, partner and invest in mobile and analytic technologies that help to engage and retain customers and also create sustainable revenue. Enabling these technologies and making personalized ancillary offers post-booking will quickly become the measure of success and differentiation within the hospitality industry.

About Nor1 Inc. Nor1, Inc. is the technology leader in upsell solutions.

Headquartered in Silicon Valley, Nor1 provides data-driven pricing

and merchandising solutions to maximize incremental revenues

for hotels and resorts worldwide such as Hilton, Hyatt, IHG,

Carlson Rezidor and Kempinski Hotels. Nor1’s patented, dynamic

decision intelligence engine, PRiME®, powers Nor1’s scalable

upsell platform including its signature eStandby Upgrade® and

the FrontDesk Upsell™. Nor1 is creating the fu sion between

technology and guest experience.

u www.nor1.com

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HFTP,Austin, Texas,USAandMaastricht, TheNetherlands, founded in 1952, is theglobalprofessional

association for financial and technology personnel working in hotels, clubs and other hospitality-related

businesses. HFTP provides first class educational opportunities, research, and publications to more than

4,800 members globally including, the premiere hospitality technology conference HITEC--founded in

1972.HFTPalsoawardstheonlyhospitalityspecificcertificationsforaccountingandtechnology---the

Certified Hospitality Accountant Executive (CHAE) and the Certified Hospitality Technology Professional

(CHTP) designations. HFTP was founded in the USA as the National Association of Hotel Accountants.

u www.hftp.org

With an exclusive focus on global hospitality and tourism, Hsyndicate.org (the Hospitality Syndicate)

provideselectronicnewspublication,syndicationanddistributiononbehalfofsome750organizations

in the hospitality vertical. Hsyndicate helps its members to reach highly targeted audience-segments in

the exploding new-media landscape within hospitality... channels of ever increasing importance which

are difficult to reach through classic wire services like PRnewswire or BusinessWire. With the central idea

‘ONE Industry, ONE Network’, Hsyndicate merges historically fragmented industry intelligence into a single

online information and knowledge resource serving the information-needs of targeted audience-groups

throughout the hospitality, travel & tourism industries... serving professionals relying on Hsyndicate’s

specific and context-relevant intelligence delivered to them when they need it and how they need it.

u www.hsyndicate.org

Sinceintroducingtheworld’sfirstelectronichoteldoorlockandfirstelectronicin-roomsafein1979,VingCard

Elsafehasinstalledproductsinmorethan42,000propertiesworldwide,securinginexcessof7millionhotel

rooms.Today,theircomprehensiveproductlineiscomprisedofVingCardelectroniclockingsolutions,Elsafe

in-roomsafes,Orionenergymanagementsystems,andPolarBarminibars.VingCardElsafeleadstheindustry

in advanced locking technologies, including NFC, RFID/RF-Online and ZigBee-based networking solutions, and

offers the only UL-listed electronic hotel safe on the market. With an extensive worldwide service and support

network,VingCardElsafeprovidescontinuoussupporttoitsclientsaroundtheglobe.VingCardElsafeispartof

ASSA ABLOY Hospitality, the world’s leading provider of hotel locking solutions. ASSA ABLOY is a publicly listed

Swedish company traded on the Stockholm Stock Exchange.

u www.vingcardelsafe.com

We all know that the future will be different, but how will it be different? For companies in the hospitality

industry, Wade & Co. uses scenario generation to get at the answer to that question – in strategic

workshops, team-building exercises, and conference presentations the world over. As a specialist in

business foresight, Wade focuses on visualizing how the future “business landscape” could realistically

change, ushering in new kinds of customers and competitors, creating new opportunities, and affecting

your chances of success. Heading the company is Woody Wade, who is also the founder and publisher of

the Hotel Yearbook.

u www.11changes.com

HFTP

Publication Partners

HSYNDICATE

WADE & COMPANY

VINGCARD

Hospitality Financial and

8 HOTEL Yearbook 2014 special edition on TECHNOLOGY

Stay FirstThe maximum expression in minimalistic electronic lock.

13,56MHz technology compatible with: | ISO 14.443 A (MIFARE) | ISO 14.443 B | ISO 15.693 | Near Field Communication (NFC)

The First Invisible LockEssence by VingCard revolutionizes the electronic lock industry by housing all lock components, including the reader, inside the door and therefore, reaching the maximum minimalistic expression, the true Essence of an electronic lock.

Essence takes the definitive step in minimal hardware on the door and truly blends with any design requirements, enhancing the style of your hotel and taking the user-interface experience to a new level.

You cannot see it, but you will experience the true essence of a secure and reliable electronic lock.

VingCard Elsafe | P.O. Box 511 | 1522 Moss | Norway Phone: +47 69 24 50 00 | info@vcegroup.com | www.vingcardelsafe.comProvider of: VingCard Locks and Systems | Elsafe Safes | Orion EMS | PolarBar Minibars

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Hotel Yearbook 2014 In 2014, the Hotel Yearbook will feature a comprehensive outlook for major geo markets as well as indepth interviews with hotel group executives focusing on key segments including luxury and lifestyle brands. Additional articles include expert views in the fields of design, environment, technology, social media, finance, education, business travel and human resources.• This edition will be available from 20 December 2013

HYB Special Edition - Digital Marketing 2014The Hotel Yearbook branches out again with a new Special Edition onthe future of digital marketing within the global hospitality industry. Authors include some of the industry’s best known thinkers and doers in various fields such as reputation management, revenue management, search engine optimization, social media channel management via OTA’s. More information on this special edition will be made available very soon!• This edition will be available from 5 February 2014

HYB Special Edition - Hotel Concepts 2014The Hotel Yearbook branches out again with a new Special Edition on innovative hotel concepts within the global hospitality industry. Authors include some of the industry’s best known thinkers and doers in various fields such as architecture, interior design, branding and consumer marketing. More information on this special edition will be made available very soon!• This edition will be available from 22 March 2014

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