Generating Revenue through On-Line Channels By Gerd Tritschler VP Revenue Strategy Continental Europe Marriott

Agenda Understanding the on-line customer Understanding the on-line customer Choosing the right on-line channels Choosing the right on-line channels Presenting your hotel on-line Presenting your hotel on-line Rate parity Rate parity Promotions Promotions Improve your Ranking Improve your Ranking

On-Line Customer On-Line Channels are like a supermarket for the traveller: On-Line Channels are like a supermarket for the traveller: All available products and rates are displayed at same time It’s your job to make your product attractive

Understanding the on-line customer Mainly leisure travellers Booking short trips and vacation Couples and Families More and more Seniors are computer savvy First decision is the destination, then follows the accommodation Little Brand or Hotel loyalty Shopping for a good deal

Choosing the right on-line channels How much volume do they have for your destination? How much volume do they have for your destination? How are rooms availability, rates and reservations managed? How are rooms availability, rates and reservations managed? What are the payment conditions? What are the payment conditions? Commission Commission Services provided by the on-line channel Services provided by the on-line channel

Presenting your hotel on-line Customise to the on-line booker Customise to the on-line booker Be honestBe honest Only sell features that are important to your customer (customer profile)Only sell features that are important to your customer (customer profile) Pictures are your main selling tool! Pictures are your main selling tool! Professional photosProfessional photos Guestrooms are importantGuestrooms are important Add destination picturesAdd destination pictures

Presenting your hotel on-line Offer a variety of room options Offer a variety of room options Standard roomsStandard rooms Upgraded roomsUpgraded rooms Room only rateRoom only rate Breakfast inclusive ratesBreakfast inclusive rates Packages with half/full boardPackages with half/full board

Rate Parity The only way to go if you work with more than on channel The only way to go if you work with more than on channel Keeps you in control of rates offered in the market Keeps you in control of rates offered in the market Ensures consistent offers Ensures consistent offers Adds credibility to your product Adds credibility to your product Ensures long term success Ensures long term success Improves your ranking Improves your ranking

Promotions Talk to your market manager Talk to your market manager Get exposure through improved ranking, banners and marketing messages Get exposure through improved ranking, banners and marketing messages Proactively sent offer to all e-channels (rate parity!) Proactively sent offer to all e-channels (rate parity!) Sell it on property as well Sell it on property as well

Improve your Ranking Rate parity Rate parity Availability Availability Picture quality Picture quality Reviews Reviews Timely commission payments Timely commission payments Your relationship with the market manager Your relationship with the market manager

Questions?