THINK BIG, START SMALL, ACT NOW! Workshop Profit for progress Ciara McCabe, Daniel Skilbeck & Marc Ladi – Best Western

Progress from Profit Maximising the value of bookings and guests Maximising the value of bookings and guests

Profit from Pricing Cost of distribution Demand forecasts Progressive pricing Review results Cost of distribution Demand forecasts Progressive pricing Review results Reviews Engagement Reviews Engagement Personality Experience Pre-arrival Up-selling Pre-arrival Up-selling Profit from Preparation Profit from Personality Profit from Presentation Profit from Performance

Focus on forecasts

Profit from pricing

Focus on Focus on forecasts

Profit from pricing

BAR £ Booking.com 18% commission Value £82.00 BAR £ Booking.com 18% commission Value £82.00 APR £90.00 (10% discount) Web 5.15% distribution Value £85.37 APR £90.00 (10% discount) Web 5.15% distribution Value £85.37 Leisure B&B £85.00 (15% discount) Web – MLOS % distribution Value £ Leisure B&B £85.00 (15% discount) Web – MLOS % distribution Value £ What’s it worth...?

Flash Dance! Target low demand periods Access new customer markets Controlled availability Protect the integrity of BAR Target low demand periods Access new customer markets Controlled availability Protect the integrity of BAR £1.5M revenue 35,000+ RNs Room nights +35.9% Revenue +71.4% £1.5M revenue 35,000+ RNs Room nights +35.9% Revenue +71.4%

Pricing in action... Pricing... Cost of distribution & length of stay Action... Price Leisure in line with BAR Result... Leisure growth – RNs and Revenue BEST WESTERN Westminster Hotel, Nottingham

Steps to Success... RATE BUCKETS Jan – Jun % higher revenue growth through discounted rate plans Rate Bucket vs non Rate Bucket Hotels Jan – Jun % higher revenue growth through discounted rate plans Rate Bucket vs non Rate Bucket Hotels SYSTEM STR Report Demand forecasting tool Expected occupancy Early call to take action Demand forecasting tool Expected occupancy Early call to take action Rubicon Report Selling Strategy Control Sheet

Steps to Success... VR Bonus scheme for BW Rewards Members Increased revenue per room night Increased engagement from guests Increased bookings for hotels 607 RNs £70,750 revenue Bonus scheme for BW Rewards Members Increased revenue per room night Increased engagement from guests Increased bookings for hotels 607 RNs £70,750 revenue X2 Mark up rate No agent commission Frequent close outs = lost revenue Mark up rate No agent commission Frequent close outs = lost revenue Occupancy ADR Increase

Profit from pricing

Profit from Promoters Intent To Recommend (ITR) – Medallia – Trip Advisor Decreased employee turnover Increased ADR Value for Money (VFM) Reinvestment in property Drive Brand Equity Revenue in Customer Service

Are they really that bad...? ReviewPro research – 90 million reviews – 10 languages – 65 sites As most online reviews are positive; this indicates a need to identify, cultivate and encourage these “consumer advocates” to tell others about our brand and your hotel. Positive 60%Neutral 28%Negative 12%

Action & Reaction 81% - reviews seen as important in their choice 79% - reassured by management response to a bad review 78% - encouraged by management response to a good review 68% - choose one property over another based on hotel responses Reviews and why they matter *based on 2011 TripAdvisor survey 81% 79% 78% 68%

When it’s good... Concise Personalised Include the team Thank You

And when it’s not... Issues Changes Outputs Include the team Thank You

Picking up the patterns... Identify common problems Use Text Analytics on Medallia Drill down to specific areas Can filter by “Sentiment” Aim for a problem elimination strategy Let’s have a look....

Reviews in action... Reviews... “Double room is very small.” Action... Double rooms split – Standard Double & Small Double Result... Room night and revenue growth BEST WESTERN Henley Hotel

So, how was your stay? Marketing leaflets advertising Search engine optimisation An experience to book again..... Priceless?? Marketing leaflets advertising Search engine optimisation An experience to book again..... Priceless?? Non-Rewards Members Average lifetime RNs2 Average booking value£98.23 Non-Rewards Members Average lifetime RNs2 Average booking value£98.23 Rewards Members Average lifetime RNs11 Average booking value£ Rewards Members Average lifetime RNs11 Average booking value£ OTA repeat bookers13% BWR Members booking direct94%

So, what now...? Best Western Guide to Rate Plans Review – Rate plans Discounts Channels Closeouts Best Western Guide to Rate Plans Review – Rate plans Discounts Channels Closeouts 12 months and counting... Review business booked Assess the gaps BEAT LAST YEAR!!! 12 months and counting... Review business booked Assess the gaps BEAT LAST YEAR!!!

So, what now...? THINK BIG!!! THINK BIG!!! Start small... Act Now Act Now