DRIVING SUCCESS THROUGH DATA

COLLABORATION IN HOSPITALITY

INDUSTRY

SHAREDDATA

March 12, 2015

San Francisco | Chicago | New York | London | Dubai | New Delhi | Bangalore | Singapore

ABOUT THE SPEAKERS

Associate Vice President,

Royal Caribbean International

Cecilia Sanguinetti

CEO, Homestay

Alan Clarke

CEO, Absolutdata

Anil Kaul

THE DAY - SEPTEMBER 11, 2001

Largest man made disaster in US history

3000+ people died

$10 billion loss of property

Could have been avoided by

appropriate sharing of intelligence

with various agencies

Major intelligence failure

WAS IT POSSIBLE TO AVOID 9/11?

AGENCIES COMMISSIONED TOGETHER TO FORM

FUSION CENTERS

State & Local Agencies Collaboration

Intelligence Information Sharing Center

Drives for American City safety

HOW DO FUSION CENTERS WORK?

Fusion

Center

1. Proactive Measures

2. Raise Alarms and

avoid threats

COLLABORATE INTEGRATE ACT

C I A

CASE STUDY

Business Problem

To develop an effective multi channel contact strategy

at a customer level

EmailsContact

Center

Front

Service DeskDirect Mail Brand.com

THREE DEPARTMENTS

WITH THREE DIFFERENT OBJECTIVES

Marketing

Operations

Revenue

Management

Department

Maximize guest

engagement

Maximize guest

satisfaction

Maximize revenue

• Optimize guest contact

for maximizing ROI on

marketing spend

• Improve service quality

• Drive Up Sell, Cross Sell

• Accurate forecasting of

occupancy and revenue

• Optimal pricing

Business Objectives

HOW DID THEY USE FUSION CENTER CONCEPT?

ActCollaborate Integrate

C I A

Cross Functional

TeamCross Functional

Team

Shares customers likely to respond to a promotion

Forecasts occupancy for properties

Identify customers likely to be delighted with property

services

HOW DID THEY USE FUSION CENTER CONCEPT? ActCollaborate Integrate

Data across departments was brought together

HOW DID THEY USE FUSION CENTER CONCEPT?

1.Brand Engagement

2.Geography Preference

3.Offer Response

1.Service Preferences

2.Satisfaction Scores1.Regional Occupancy Forecast

2.Regional Pricing

ActCollaborate Integrate

Right targeting led to an incremental revenue of $20MM

Marketing

Operations

Revenue

Management • Location – Boston

• Target Property – Hotel ABC

• Incentive – 100 Air Miles

Offer Optimizer Best Offer

• Right Customer

• Right Offer

• Right Channel

HOW DID THEY USE FUSION CENTER CONCEPT? ActCollaborate Integrate

ALL THREE DEPARTMENTS

MET THEIR BUSINESS OBJECTIVES

Marketing

Operations

Revenue

Management

Department

Maximize guest

engagement

Maximize guest

satisfaction

Maximize revenue

Business Objectives

DID THE FUSION CENTER CONCEPT WORK FOR

ANY OTHER HOSPITALITY COMPANY?

• Bringing 360 degree view of the customer with front line agents

• Collaborating across departments to focus on loyalty satisfaction

• Collaboration across departments to assess reasons for falling satisfaction scores

• Impact of various factors into falling guest satisfaction scores & suitable

corrective actions proposed

DISCUSSION

Associate Vice President,

Royal Caribbean International

Cecilia Sanguinetti

CEO, Homestay

Alan Clarke

CEO, Absolutdata

Anil Kaul

Q&A

www.absolutdata.com