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E-REPUTATION MANAGEMENTSESSION 3
Revenue Strategy Management
Ranjan KHOTEJA MBA2 A
Revenue Management: a rapid changing sector
New challenges
Channel proliferation Metasearch Costs of acquisition rising
at twice the rate of revenue growth
Rate parity: can it be maintained?
Ever increasing influence of review
On the horizon
New metrics: switch from RevPar to ProPar to take into account the costs of acquisition
New pricing strategies:– Look at pricing from the
lens of the customer– Evaluate the relevance
of rate parity
Hoteliers should rely on integrated digital marketing and better understand the customer purchase journey Dream: price and value equation
Search: Customer acquisition / Consumer Pricing Intelligence
Book: volume and reachStay: local or commodity?
A balance between OTA and direct booking OTA: metasearch offers new possibilities: adapt it to
your property Use incentives to boost direct bookings
An imperative: maintain profitability
A positive online reputation benefits all channels
Recommendations: Keep up with trends and focus on long-terms strategies Optimize reach across channels Take into account costs of acquisitions Focus on distinctions Audit travelers
Reputation and revenues
A few interesting points