ever before. Customers have numerous choices€¦ · CRM AND MARKETING AUTOMATION Our hotel...
Transcript of ever before. Customers have numerous choices€¦ · CRM AND MARKETING AUTOMATION Our hotel...
The hospitality industry is more competitive than ever before. Customers have numerous choices when it comes to booking somewhere to stay and it’s become easier to lose out to more adept competitors. It’s apparent that in today’s market, hotels must utilize the latest in hospitality-tech and have a well-defined strategy to thrive.
Table of Contents
8THREE
PRODUCT CACHES
t
CONCLUSIONCUSTOMER ACQUISITION
APPENDIX
REVPAK GROWTH
4
14
6
10 16
REVPAK ALL-IN ONE SOLUTION
REVPAK IS AN ALL-IN-ONE SOLUTION
RevPak is a handpicked suite of
the industry’s finest customer
acquisition, guest management,
and business intelligence tools.
Configured to each RLH Corp brand,
RevPak is the ultimate system for
increasing RevPAR, growing market
share and boosting revenue.
GUEST
MANAGEMENT
BOOK | SERVE | REPEAT
BUSINESS
INTELLIGENCE
CUSTOMER
ACQUISITION
REVPAK’S THREE PRODUCT CACHES
CUSTOMER ACQUISITION: GUEST MANAGEMENT: BUSINESS INTELLIGENCE:
Connect, Capture, Convert Elevate Guest
Management, Create
Efficiencies
Measure, Understand,
Optimize Lifetime Value
BOOK | SERVE | REPEAT
REVPAK EQUALS INCREASED PERFORMANCE
RevPAR Growth
-10.00%
-5.00%
0.00%
5.00%
10.00%
15.00%
Q1 Q2 Q3
2013 2014 2015 2016
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
RLHC
Using RevPak, we’ve seen double-digit growth in market share.
-10.00%
-5.00%
0.00%
5.00%
10.00%
15.00%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2014 2015 2016
Wyndham Marriott Hyatt Starwood Choice Morgans RLHC Hil
RevPak has steadily increased the performance of the
RLH Corp. family of brands across the board.
CUSTOMER ACQUISITION
CRS & IBEOur CRS & IBE products enable us to manage rates and inventory across all distribution channels. They deliver robust reporting, powerful integrations, and multi-property level functionality.
CRM AND MARKETING AUTOMATION Our hotel marketing platform drives direct and repeat bookings through automated and personalized messaging. It serves to improve ROI using automated room upgrade and online concierge services.
OTA PARTNERSHIPSWhen we harness the distribution channels of OTA’s we can reach a much larger audience. We retain more customers and garner loyalty through our guest recognition program as well.
GROUP BOOKINGS MADE EZ We offer quick and easy event planning that provides groups with flexibility and the opportunity to earn credits.
BOOK | Customer Acquisition
CONNECT, CAPTURE, CONVERT IN OUR FIRST CACHE OF REVPAK, APPLICATIONS FOCUS ON BOOKINGS. THEY ARE DESIGNED TO CONNECT, CAPTURE AND CONVERT INTERESTED GUESTS TO HOTEL BOOKINGS.
GUEST MANAGEMENT
ELEVATE GUEST MANAGEMENT, CREATE EFFICIENCIES
PMSWe utilize property management systems that offer comprehensive, next-generation capabilities. They improve RevPAR and ADR, centralize and secure customer data, and simplify IT infrastructure.
REVENUE MANAGEMENTOur revenue management system provides us with revenue intelligence that we can analyze and gain new insights from. When we leverage these insights, we can quickly build forecasts and budgets that ultimately help us increase RevPAR.
MOBILE APPUsing a mobile platform, such as Moncierge, we can provide in-app booking, SMS messaging and property details to customers on-the-go. Lower friction and added convenience increase direct bookings and reservations.
SERVE | Guest Management
OUR SECOND CACHE OF REVPAK CURATES APPLICATIONS THAT ELEVATE GUEST MANAGEMENT, CREATE OPERATIONAL EFFICIENCIES AND IMPROVE HOTEL MARGINS.
BUSINESS INTELLIGENCE
MEASURE, UNDERSTAND, OPTIMIZE LIFETIME VALUE
BUSINESS MANAGEMENTWe receive real-time business intelligence reporting through our web-based business management application. It provides us with operational tools including forecasting, budgeting, and accounts payable.
KNOWLEDGE SHARINGTeams can collaborate from anywhere using integrated software from Microsoft. Shared projects can be revised and presented all from the cloud.
REPEAT | Business Intelligence
THE THIRD AND FINAL CACHE OF REVPAK FOCUSES ON BUSINESS INTELLIGENCE TO FURTHER OPTIMIZE OPERATIONS AND INCREASE REPEAT BOOKINGS
GAINING AN EDGERevPak is both a powerful and adaptable suite of tools that seamlessly aligns with each of the RLH Corp. brands. It creates engaged customers, increased bookings, and a deep understanding of performance measurements.
APPENDIX
t CUSTOMER ACQUISITION: CONNECT, CAPTURE,
CONVERT
CUSTOMER ACQUISITION
C O R P O R AT I O N
BOOK | Customer AcquisitionBOOK | Customer Acquisition
CRS & IBE Our CRS & IBE products enable us to manage rates and inventory
across all distribution channels. They deliver robust reporting,
powerful integrations, and multi-property level functionality.
CUSTOMER ACQUISITION
C O R P O R AT I O N
CRM AND MARKETING AUTOMATION Our hotel marketing platform drives direct and repeat
bookings through automated and personalized
messaging. It serves to improve ROI using automated
room upgrade and online concierge services.
CUSTOMER ACQUISITION CUSTOMER ACQUISITION
C O R P O R AT I O N C O R P O R AT I O N
BOOK | Customer Acquisition BOOK | Customer Acquisition
GROUP BOOKINGS MADE EZ :) RLH Corporation offers full-service planning, catering, and décor arrangements
to suit a diverse range of styles and needs. Experienced staff provide seamless
service that exceeds expectations, not our guests’ budget. When groups join Hello
Rewards they earn perks at our hotels across America and receive credits to cover
event expenses directly or a gift card to spend how they want. Our meeting venues
feature elegant ballrooms, spacious conference rooms and private dining settings
that offer flexibility to groups of all sizes.
OTA PARTNERSHIPS When we harness the distribution
channels of OTA’s we can reach a
much larger audience. We retain more
customers and garner loyalty through
our guest recognition program as well. 30% 53%
41%
HARNESSING THE VALUE OF MASS MARKETPLACES
As more and more guests go to the OTAs to research and book, the OTAs become marketplaces.
RLH Corp. leverages these marketplaces and their channels to better compete in the industry. We grow
our business by 1) improving our brand position and awareness, 2) growing customer acquisition
3) growing market share from these channels, 4) growing direct business through repeat business.
Percentage of travel booked online
OTAs have highest customer engagement
OTAs
Percentage increase in digital travel consumption
140Number of unique sites users visit before booking
RLH Corp. OTA strategy improves hotel margins39%
Rate of OTA’s growth
Hello Rewards members rates and loyalty stay credits
Automatic sign-up for Hello Rewards
Hello Rewards targeted 1:1 offers
Hello Rewards member perks boosts customer loyalty
Improve hotel rank and brand awareness when and where consumers book
Grow Hello Rewards member base and our 1:1 marketing capabilities
Improve conversion = Improve business
Award perks to loyal customers who book on direct channels and preferred third parties
Growing OTA Influence
Percentage of sites visited during the purchase journey that are an OTA site
Sowing Seeds that Build Brand Loyalty
Tapping into OTA Traffic
© 2017 RLH Corporation
CUSTOMER ACQUISITION
C O R P O R AT I O N
BOOK | Customer Acquisition
GUEST MANAGEMENT: ELEVATE GUEST MANAGEMENT,
CREATE EFFICIENCIES
AFFILIATE MARKETING An affiliate marketing program in its truest sense, we tap into
incremental distribution channels for additional revenue opportunities.
GUEST MANAGEMENT GUEST MANAGEMENT
SERVE | Guest Management SERVE | Guest Management
C O R P O R AT I O N C O R P O R AT I O N
REVENUE MANAGEMENT Our revenue management system provides us with revenue intelligence that we
can analyze and gain new insights from. When we leverage these insights, we
can quickly build forecasts and budgets that ultimately help us increase RevPAR..
MOBILE APP Using a mobile platform, such as Moncierge, we can provide in-app booking,
SMS messaging and property details to customers on-the-go. Lower friction
and added convenience increase direct bookings and reservations.
BUSINESS INTELLIGENCE
REPEAT | Business Intelligence
C O R P O R AT I O N
KNOWLEDGE SHARING Teams can collaborate from anywhere using integrated software
from Microsoft. Shared projects can be revised and presented all
from the cloud.
BUSINESS INTELLIGENCE:
MEASURE, UNDERSTAND, OPTIMIZE LIFETIME VALUE
Franchise.RLHCo.com 866-437-4878