Front Office Training for #fusionhotel
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Transcript of Front Office Training for #fusionhotel
W I H P H O T E L S . C O M
fusion hotelFRONT OFFICE TRAINING
W I H P H O T E L S . C O M
SIMONE PUORTOSENIOR ACCOUNT MANAGER
ONLINE TRAVEL2007 - 2014
2007 2008 2009 2010 2011 2012 2013 2014
NUMBERS ABOUT TRAVELA HEALTHY BUSINESS
GLOBAL TRAVEL MARKET WILL REACH 830 BILLIONS IN 2017
GOOGLE TREND“HOTEL IN PRAGUE”
+7% ONLINE BOOKINGS/YEAR
GOOGLE TREND“METAS & OTAS”
BOOKING.COM
TRIPADVISOR
TRIVAGO
IMAGE
20% OF DIRECT BOOKINGS COME FROM USERS WHO FOUND THE HOTEL ON AN OTA
HOW USERS BOOK?THE BILLBOARD EFFECT
93% OF TRAVELLERS IS INFLUENCED BY REVIEWS
HOW USERS BOOK?e-REPUTATION
#DREAMS
#PLANS
#BOOKS
#LIVES
THE 1.0 TRAVELLERHOW HE WAS
#DREAMS
#PLANS
#BOOKS
#LIVES
#SHARES
THE 2.0 TRAVELLERHOW HE IS
THE NEW ROLE OF FRONT OFFICEUSER GENERATED CONTENTS
YOUR JOB DOES NOT END WITH CHECK-OUT!
THE NEW ROLE OF FRONT OFFICEUSER GENERATED CONTENTS
TRIPADVISOR.COM GOOGLE.COM
HOTEL FUSION PRAGUEFUSIONHOTELS.COM
09-27 15:30 BOL
STEP_109-27 15:34
FUSIONHOTELS.COM
GALLERY09-27 15:33
BOL
STEP_209-27 15:57
BOL
BOOKING09-27 16:00
THE NEW ROLE OF FRONT OFFICEUSER GENERATED CONTENTS
TRIVAGO.COM META I/O BOL
STEP_107-08 18:58
FUSIONHOTELS.COM07-08 18:59
BOLBOOKING
07-08 19:02
FUSIONHOTELS.COML
OCATION07-08 19:01
REPUTATION IS KEYUSER GENERATED CONTENTS
REPUTATION IS KEYUSER GENERATED CONTENTS
REPUTATION IS KEYUSER GENERATED CONTENTS
P.O.E.M.PAID, OWNED AND EARNED MEDIA
PAID MEDIA = CHANNELS THE HOTEL PERIODICALLY PAYS FOR
#ADWORDS#SHOWPRICES#SEARCH MARKETING#REMARKETING#SPONSOR & PARTNERSHIP
PRO: MAXIMUM CONTROL, IMMEDIATE RESULTS, VARIABLE BUDGET, EASY TO MEASURECONS: SHORT DURATION, MANYCOMPETITORS, LESS CONVINCING THAN “EARNED”
P.O.E.M.PAID, OWNED AND EARNED MEDIA
OWNED MEDIA = CHANNELS THE HOTEL HAS FULL CONTROL ON
#OFFICIAL WEBSITE#BOOKING ENGINE#OFFICIAL BLOG#SEO#SOCIAL PAGES
PRO: MAXIMUM CONTROL, BRANDING, HIGH PERFORMANCECONS: MANY COMPETITORS, MAINTAINANCE, LESS CONVINCING THAN “EARNED”
P.O.E.M.PAID, OWNED AND EARNED MEDIA
EARNED MEDIA = CHANNELS THE HOTEL ORGANICALLY EARNS THANKS TO HIS GUESTS
#REVIEWS#FACEBOOK COMMENTS#TWEETS#NON PROFESSIONAL VIDEOS#PR & NEWS
PRO: CREDIBILITY, TRANSPARENCY, HIGHLY VIRALCONS: LESS CONTROL, NEGATIVE REVIEWS MANAGING, HARD TO MEASURE
FRONT OFFICE IS KEYIMPRESSIONS
RECEPTIONISTS ARE MANAGERS OF FIRST AND LAST IMPRESSIONS
THE NEW ROLE OF FRONT OFFICEFILTER THE REVIEWS DURING CHECK OUT
HOW WAS YOUR STAY?
GREAT! BAD!
THE NEW ROLE OF FRONT OFFICEFILTER THE REVIEWS DURING CHECK OUT
HAPPY GUEST!
SEND EMAIL!
THE NEW ROLE OF FRONT OFFICEFILTER THE REVIEWS DURING CHECK OUT
UNHAPPY GUEST!
DON’T SEND EMAIL!
THE NEW ROLE OF FRONT OFFICEINCREASE U.G.C.
TRIPADVISOR “HOW WAS YOUR VISIT” CARD... YES OR NO?
THE NEW ROLE OF FRONT OFFICEINCREASE U.G.C.
IF A TREE FALLS IN A FOREST AND NO ONE IS AROUND TO HEAR IT…
IT DOES NOT MAKE A SOUND!
REPUTATION FACTSTHE TRUTH ABOUT e-REPUTATION
4 GUESTS OUT OF 5 BOOKTHEIR HOLIDAY ON-LINE
87% USES REVIEW SITESTO PLAN HOLIDAYS
TRIPADVISOR HAS ALMOST 300 MMONTHLY VISITORS
REPUTATION FICTIONSTHE LIES ABOUT e-REPUTATION
TRIPADVISOR REVIEWS ARE MOSTLY NEGATIVE…
REPUTATION FICTIONSTHE LIES ABOUT e-REPUTATION
TRIPADVISOR REVIEWS ARE MOSTLY NEGATIVE…
FALSE!
TRIPADVISOR REVIEWS ARE MOSTLY POSITIVE(AVERAGE SCORE: 4,08 OUT OF 5)
REPUTATION FACTSTHE TRUTH ABOUT e-REPUTATION
°°°°°
°°°°
°°°
°°
°
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
REPUTATION FACTS+REPUTATION = +REVENUE
ACCORDING TO A RESEARCH OF CORNELL UNIVERSITY, IF A HOTEL INCREASES ITS ON-LINE REPUTATIONBY 1 POINT ON A SCALE FROM 1 TO 5 (E.G.: FROM 3.5 TO 4.5)
IT CAN INCREASE THE AVERAGE RATE BY 11.2% MANTAINING THE SAME OCCUPANCY RATE
FIRST COME, FIRST SERVED?NOT ALWAYS…
QUEUE IN INEVITABLE, SO YOU SHOULD LEARN SOME TRICKS...
FIRST COME, FIRST SERVED?NOT ALWAYS…
WHAT WOULD YOU DO?
DO SOME RESEARCH…… IT’S EASY!
CREATE A DATABASEYOUR PMS IS A GOLDMINE
AMOUNT OF DATA
CON
FUSI
ON
CREATE A DATABASEYOUR PMS IS A GOLDMINE
CREATE A DATABASEYOUR PMS IS A GOLDMINE
GOOD DATABASE = BETTER TARGETING
UPSELLAN “INTERNAL” JOB
TRAVELLERS TEND TO SPEND MONEY EASIER WHEN ON VACATION THEN DURING THE PLANNING OF ITUPSELLS CAN DRAMATICALY INCREASE HOTEL’S REVENUE AND IT’S A “INTERNAL JOB”
ALWAYS PROPOSE A UPSELL DURING CHECK-IN
PHONE DISINTERMEDIATIONALWAYS OFFER THE BEST DEAL!
AVERAGE OTAS COMMISSION IS 20%
NEGOTIATED RATES WITH TOUR OPERATORS CAN BE UP TO -40%
FLASH SALES RATE CAN BE UP TO -70%
ALWAYS OFFER A BETTER RATE ON THE PHONE!
-10% IS BETTER THAN -70%AND WILL IMPROVE GUEST EXPERIENCE!
BRAND AMBASSADOR MKTGLET THE GUESTS DO THE DIRTY JOB
GIVE GUESTS THE HASHTAG...
BRAND AMBASSADOR MKTGLET THE GUESTS DO THE DIRTY JOB
... AND PUT THEM TO WORK!
W I H P H O T E L S . C O M
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