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© Horwath HTL 2013
Sales, Marketing, Revenue Management
and E-Commerce
Project Case Studies, Outline of
Experience and References
Business Sector: Business Sector: Business Sector: Business Sector: Sales, Marketing, Revenue Management & ESales, Marketing, Revenue Management & ESales, Marketing, Revenue Management & ESales, Marketing, Revenue Management & E----Commerce Commerce Commerce Commerce
Project Case StudiesProject Case StudiesProject Case StudiesProject Case Studies---- AAAAugustugustugustugust 2013201320132013
Page 2 of 14 2013 © Horwath HTL August 2013
Main Activities & Responsibilities:
Provided specialized Hotel Asset Management,
Consultancy and/or Advisory Services within the
hospitality specialty area of Sales, Marketing, Revenue
Management & E-Commerce/On-line Marketing
including Social Media. Offered diagnostic services to
guide hotel owners, internal and 3rd party asset
managers, individual owners, third party management
companies and brands for all hotel sizes and types.
References include Upscale, Upper Upscale and Luxury
segments from small luxury and boutique hotels and
resorts to convention hotels. Comprehension of all
major Brand systems, tools and reporting, including:
Hilton, Starwood, Hyatt, IHG, Wyndham, Sonesta,
Radisson, and others. Knowledgeable of all US
Markets, Canada, Mexico Resort Markets and
Caribbean; including experience in Moscow, Russia
and Seoul, South Korea.
Please note: The two key Principals in Horwath’s
Altanta Marietta North office and Phoenix Scottsdale
Office were involved in all these projects; but under the
entities of JR Hospitality Consulting LLC, PG Hospitality
Consulting LLC, or JRPG Hospitality Consulting LLC as
noted. Principals Julie Reigle and Pam Grayboff were
sole proprieters or members in the above LLC’s and
joined Horwath HTL in March, 2013. JRPG Hospitality
Consulting, LLC is dba Horwath HTL on new
projects/assignments.
Reference Projects
2009- Present
3
3 of 14
Scope of Work:
Description of Project:
Intial engagement was to review 4 strategic assets; regarding
pricing and positioning. Inital work led to active Asset
Management retainer on NYC hotel and South Bay Los Angeles
Hotel.
Assist Asset Management and Advisory Service with guidance
for a small boutique hotel under 100 guest rooms (50% mix of
suites) to improve market share and web presence. Our role is
as an active Asset Management role, with input and direction to
the property.
Project Status:
Project initiated in September, 2012 with
assessment/development of issues to be addressed. JRPG hired
full time in December, 2013; currently engaged with monthly
Sales, Marketing and RM Asset Management retainer.
Below are results after 8 months of engagement; through July,
2013, YTD.
New YorkNew YorkNew YorkNew York City, USACity, USACity, USACity, USA
Reference Projects
2009- Present
4
4 of 14
Scope of Work:
Selected by Ownership and approved by Operator to
review Group Sales efforts for two large convention
hotels. Subject #1 over 1,000 rooms and Subject #2
over 1,500 rooms
Description of Project:
Each assessment including a week on-site; plus pre-
work and post-visit analysis. Areas of concentration
were: Strategic Sales & Marketing Plan and quarterly
Sales Action Plans; Booking Pace; Personnel
Management including Training, Meetings,
Engagement and Guest Service; Sales Activities of
the Group Sales Team, Global Sale Office
Production/Engagement; Sales Automation,
Administration and Procedures; Marketing,
Advertising & PR for group markets; and Reporting.
Project Status:
Completed in July and August, 2013.
Recommendations for Subject #1 included
significant redeployment of sales managers to focus
on mid-size (35-250 peak night) meetings after
analysis of 8,100 plus leads in 18 ½ month period
preceding visit. In addition, Horwath HTL provided
feedback on issues with customer engagement by
the sales team, need for current and enhanced
selling tools and training, recommendations on a
tactical Public Relations plan for a convention hotel
and deployment against strategic states with higher
than average conversion rates.
Recommendations for Subject #2 included an
analysis of the reduction of Global Sales Office leads
during review of 5,100 leads, focusing in on the
decline by several Key Accounts, need for sales
training, and opportunities for Electronic Selling
tools and small meetings collateral.
SouthwestSouthwestSouthwestSouthwest---- USAUSAUSAUSA
Reference Projects
2009- Present
5
5 of 14
WWWWest Side Los Angeles, Californiaest Side Los Angeles, Californiaest Side Los Angeles, Californiaest Side Los Angeles, California---- USAUSAUSAUSA
Scope of Work:
Assisted recently opened struggling luxury
lifestyle Starwood branded/managed hotel in
West LA with respositioning and assessments.
Description of Project:
Conducted Assessments for Sales, Marketing, RM,
On-line Marketing, Catering and Convention
Services compontents.
Project Status:
Work completed resulted in retainer work and a
second project with ownership for a 500 room
upscale branded hotel in a major metro market.
Recommendations led to ownership purchasing an
automated RM system.
WestWestWestWest Coast Coast Coast Coast ---- USAUSAUSAUSA
Scope of Work:
Assisted Hyatt with a brand managed asset with
repositioning and conducted two assessments;
including RM and Sales & Marketing, in 10/2011.
Description of Project:
Collaborated with Corporate S & M and RM Brand
team to provide recommendaitos on re-positioning
strategies, RM, e-Commerce, and identificaiton of
True Comp Set.
Project Status:
Realized eight months post assessment with full
implementation of strategic action plans. Results at
the end of Q2 2012 resulted in an increase in
market share by 18% over STLY and total group and
transient room revenue up over $1.1M. YTD June
2012, overall occupancy up 780 bps over 2011.
Reference Projects
2009- Present
6
6 of 14
Dallas, TexasDallas, TexasDallas, TexasDallas, Texas---- USAUSAUSAUSA
Scope of Work:
We were awarded this project on short notice
that required a 72 hour turnaround.
Quick Distribution project, for an
independent hotel that had just changed
representation services/GDS connectivity and
thought something was “wrong with their
set-up. Hotel was at YTD 47.4% RevPAR
Index; and dropping quickly in the weekly
STR Data.
Description of Project:
Completed competitive assessment of
pricing and rate plan/packaging availability
audit on all channels with issues outlined
and recommendations.
Project Status:
Realized at the end of implementation of
recommendations, hotel’s running three
month STR trend, 4 months later following
the assessment, improved RevPAR index by
27.5% against comp set.
Reference Projects
2009- Present
7
7 of 14
Scope of Work:
Big Box Look Under the Hood Assessments of
two Luxury Hotels in the Chicago market with
each assessment including a week on-site; plus
pre-work and post-visit analysis.
Description of Project:
Areas of concentration included: Positioning;
Personnel Management including Training,
Meetings, Engagement and Guest Service; Sales
and Reservation Tools and Programs; Effective
Group Sales, Catering Sales and Transient
Revenue Growth; Global Sale Office
Production/Engagement including Negotiated
BT, OTA & Wholesale accounts; Effective RM and
On-Line Presence; Strategic Action Plans; and
Sales Automation, Administration and
Procedures.
Project Status:
Compled in April and June, 2013.
Finalized 83 page assessment for Subject #1
with recommendations focused on
implementation of Catering Measurement tools;
potential upside in ICW/Affiliate Convention
Revenue; website conversion and Rooms
Merchandising. Subject #2 was more focused
on providing a road map for new DOSM;
including Staffing; delination of duties for
Reservations/RM and E-commerce regarding
on-line content; email marketing focus and
SEO; and an evaluation of the vanity website.
ChicagoChicagoChicagoChicago, , , , ILILILIL---- USAUSAUSAUSA
Reference Projects
2009- Present
8
8 of 14
Playa del CarmenPlaya del CarmenPlaya del CarmenPlaya del Carmen---- MexicoMexicoMexicoMexico
Scope of Work:
Small room independent resort under 125 rooms in
Playa Del Carmen, Mexico was purchased by US
based inventors and needed assistance with
automation and overall marketing and distribution
strategies. Conducted WEB/IBE Competitive
Analysis.
Description of Project:
No web IBE (Internet Booking Engine); request only
basis for reservations. No GDS connectivity. No OTA
presence. High cost for distribution –total cost of
$600K – or 20%. Project included efforts to
re-channel approximately 8,500 room
nights/$1.5M with as little impact as possible on
occupancy. To further complicate the
modernization, after almost 25 years the resort had
to change names due to trademark issues;
therefore, needed a new web address/redirect.
Project Status:
Realized in twelve months:
2010: 6,087 net room nights delivered; $219.95
ADR/$1.3M; PPC spend of $27,000 delivered a
17.62 PPC ROAS (Return on Advertising Spend)
2011 – 6,902 net room nights delivered; $248.32
ADR/$1.7M; PPC spend of $32,000 delivered a
13.20 PPC ROAS. Reduced cost of delivery to 2%
(excludes PPC) on non-TA rooms. Added presence
on OTA’s, Trip Advisor, and Social Media.
NOTE: This project has become active again, in
summer, 2013, with re-positioning of the Resort
from 3 to 4 Stars in 2015 following re-opening
from significant renovations and mergering with an
adjacent hotel parcel.
Reference Projects
2009- Present
9
9 of 14
SeoulSeoulSeoulSeoul---- South KoreaSouth KoreaSouth KoreaSouth Korea
Scope of Work:
Subcontracted by an Advisory Firm to provide
insight into North America best practices and
methodologies for effective Revenue Management.
Description of Project:
Applied Six Sigma principles to communicate the
Revenue Management cornerstones of Forecasting
Accuracy, Optimal Mix Management, Pricing
Strategy, and Sell-Out Management to help client
with designing infrastructure for future growth
strategy.
Project Status:
Completed May, 2010.
New OrleansNew OrleansNew OrleansNew Orleans---- USAUSAUSAUSA
Scope of Work:
Provided guidance to a small management
company with conversion and pre-opening
support for two Hyatt Places.
Description of Project:
Provided pre-planning and resources to execute
on-site Sales Blitz Services as part of transition
services. Guided management company on
development of strategic action plans and
recommendations for converting the two hotels
to Hyatt brand.
Project Status:
Completed April, 2012.
Reference Projects
2009- Present
10
10 of 14
St.Louis, Missouri St.Louis, Missouri St.Louis, Missouri St.Louis, Missouri ---- USAUSAUSAUSA
Tucson, Arizona Tucson, Arizona Tucson, Arizona Tucson, Arizona ---- USAUSAUSAUSA
Milwaukee, WisconsinMilwaukee, WisconsinMilwaukee, WisconsinMilwaukee, Wisconsin---- USAUSAUSAUSA
Albuquerque, Albuquerque, Albuquerque, Albuquerque, New MexicoNew MexicoNew MexicoNew Mexico---- USAUSAUSAUSA
Palm Springs, California, USAPalm Springs, California, USAPalm Springs, California, USAPalm Springs, California, USA
New York CityNew York CityNew York CityNew York City, New York, New York, New York, New York---- USAUSAUSAUSA
Vancouver, British Columbia, CanadaVancouver, British Columbia, CanadaVancouver, British Columbia, CanadaVancouver, British Columbia, Canada
Scope of Work:
Develop numerous sales incentive and equitable
and fair goal setting programs for a variety of
North America hotels and resorts.
Description of Project:
The intent was to provide customized industry
standard tools for equitable and fair goal setting as
way of motivating and rewarding individual/team
members for outstanding performance.
Project Status:
Completed tailored individual incentive plans for a
cross section of property based sales positions
including Director of Sales & Marketing, IBT Sales
Manager, Director of Revenue Management, Sales &
Catering Managers, Director of
Convention/Conference Services, etc. In all,
completed plans for three separate
operating/management companies.
Reference Projects
2009- Present
11
11 of 14
Scope of Work:
Provided sales, marketing and revenue
management asset management services at a
small beach front resort with fractional
residences and mountainside casonas.
Description of Project:
Guided the revenue management and
distribution strategies with weekly presence
on RM calls for the Luxury hotel that had
opened in a down economy, strong
competition from existing market players.
Resort had inconsistent Rooms
Merchandising – different web/GDS inventory
for resort rooms and residential units. Lacked
understanding the seasonality of the market
and the ability to offer rate products (i.e.
LTO’s – Limited Time Offers) to enhance
occupancy.
Project Status:
Engaged from October 2009 until August,
2012.
Los CabosLos CabosLos CabosLos Cabos---- MexicoMexicoMexicoMexico
Reference Projects
2009- Present
12
12 of 14
Scope of Work:
Provided Sales, Marketing and Revenue
Management on-site assessments for
Institutional ownership with internal Asset
Management team. Assessments provide Asset
Management team with game plan for the next
six months.
Description of Project:
On-site work at 8 hotels; each with separate
needs; worked with Hyatt Brand management,
Starwood Brand Management and 3 separate
3rd party management companies during
course of work. Also supported Asset
Management on 4 Marriott products; Hyatt work
included 4 months additional work/property
visits.
Project Status:
Completed between September, 2011 and July,
2012.
Greater Washington DC Metro MarketGreater Washington DC Metro MarketGreater Washington DC Metro MarketGreater Washington DC Metro Market---- USAUSAUSAUSA
Four Points, Hyatt, 2 Westin’s, 2 Sheraton’Four Points, Hyatt, 2 Westin’s, 2 Sheraton’Four Points, Hyatt, 2 Westin’s, 2 Sheraton’Four Points, Hyatt, 2 Westin’s, 2 Sheraton’s, 2 Hilton’s s, 2 Hilton’s s, 2 Hilton’s s, 2 Hilton’s
Reference Projects
2009- Present
13
13 of 14
SoutheastSoutheastSoutheastSoutheast---- Big Box HotelBig Box HotelBig Box HotelBig Box Hotel---- USAUSAUSAUSA
Scope of Work:
Initial scope started in April 2012 with initial
review and interpretation on Brand Reports for
monthly critique including talking points for
internal Asset Management team; and led to
on-site work. Our current role is that of
Advisory and Consultancy on Sales, Marketing,
RM, eCommerce and Catering/Convention
Services.
Description of Project:
On-site work occured in October, 2012 with Big
Box Assessment of Group Sales effort, RM and
Catering/Convention Services; including
productivity and staffing analysis. Since initial
engagement, the retainer work has included an
expanded scope in 2013. Services have
matured to monthly Sales, Marketing and Asset
Mangement retainer; responsibilities include
periodic participation in RM/Sales Strategy calls
and on-line Marketing calls with Brand; review
monthly reports, and provide commentary to
internal Asset Manager. In addition, JRPG
partcipates in on-site Quarterly Owner’s
meetings.
Project Status:
Results in 7 months, since retainer engagement:
Reference Projects
2009- Present
14
14 of 14
RRRReferences Available Upon Requesteferences Available Upon Requesteferences Available Upon Requesteferences Available Upon Request
Julie A. Reigle, Principal
HORWATH HTL USA
8557 East Rowel Road
Scottsdale, AZ 85255
Office: 480 699-7344
Mobile: 480 216-1569
http://www.horwathhtl.com/usa Skype: jareigle
Pam Grayboff, Principal
HORWATH HTL USA
2296 Snug Harbor NE
Marietta, GA 30066
Office: 770-429-8372
Mobile: 770-429-8441
http://www.horwathhtl.com/usa
Skype: pam.grayboff
