The clueless revenue manager v2
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Transcript of The clueless revenue manager v2
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Educating… …The Clueless
Revenue Manager…
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…Or, How 23 million
international room nights are
sold through a channel that
few have ever heard of: The
Receptive Operator (RTO).
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What Is A Receptive Tour Operator (RTO)?
• Wholesaler to overseas wholesalers and Travel Agents
• Financial intermediary between U.S. suppliers
(hotels/attractions) and international wholesalers
• Develop products and contracts w/hotels and attractions
• Some aggregate hotels for resale via int’l travel agents.
• Provides Ground Service-Transportation
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Type of Products They Offer
• FIT online booking systems
• Escorted group tours
• Fly-Drive programs
• Function as DMC’s for International incentives
• International ad hoc leisure groups
• M.I.C.E. tour programs
• Meet and greet and ground services
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2013 Growth Receptive vs Total International Arrivals
• Total Overseas Arrival Growth
2013 : 4.8%
• Receptive Operators Growth
2013: 8.8%
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Receptive Sub Sectors
• Bed Banks: Primarily Hotel Aggegators but most also handle groups
• Traditional “Legacy” Rto’s with full North America product
• Subsidiaries Of Major Overseas Travel Companies-
full North America product
• Regional Specialists: Southern USA, National Parks, NYC
• Specialised Niche Operators: Operate In specific countries or
specialized niches such As students, mice, etc.
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DON’T CALL THEM RECEPTIVES…
Call Them: Bed banks, hotel aggregators,
but still included in the category of receptives
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BED BANKS• TOURICO HOLIDAYS (INDEPENDENT)
• HOTELBEDS (OWNED BY TUI)
• GTA TRAVEL (OWNED BY KUONI)
CHARACTERISTICS:
• Technology Driven Hotel Aggregators
• Sell Mostly FIT’s (but most have group departments)
• Worldwide sales operations
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TRADITIONAL “FULL SERVICE” RECEPTIVE OPERATORNumber in Category: 8
• ATI: Oldest US-owned Receptive Operator
• ALLIEDTPRO: (Groups-only division of Kuoni)
• TEAM AMERICA, MARK TRAVEL, TRAVALCO, CITY TOURS
CHARACTERISTICS
• Full Line of North American product
• FIT, Escorted Groups, MICE Ad Hoc
Groups, Fly-Drive)
• Sell offline Through Tariffs and Online
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SUBSIDIARIES OF GIANT OVERSEAS TOUR COMPANIES
Number in Category: 15
• JTBI (Subsidiary of Japan Travel Bureau)w/ 300 offices in Japan)
• CTS (Owned by China Travel Service)
• New World Travel (Subsidiary of DER in Germany)
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NICHE OR SPECIALIZED OPERATORSNumber in Category: 173
EXAMPLES:
ROCKY MOUNTAIN HOLIDAY TOURS (National Parks in West)
SWEET MAGNOLIA TOURS (Specializes in Southern USA)
EURO USA TOURS (Denmark, Norway, for MICE Groups)
CHARACTERISTICS
•Family Owned, Small to mid-Size
•Regional Expertise, Source Market
Contacts, Niches (MICE, Student
tours, etc)
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How Large Is the Receptive Channel (Room Nights Sold)?
• Room nights sold by receptives in 2013: 23 million
• RTO channel represents: 19% of total “leisure” room night
sales from overseas visitors (excluding Canada, Mexico,
Business Travel and VFR)
Source: NAJ Trax™ Reports 2006-2013
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NAJ Trax™ ROOM NIGHT PRODUCTION REPORTS*
• 11 Receptive baseline operators reporting from 2007-2013
• Described as “Starr Report” for RTO’s
• Trax partners sold 13.2 million room nights in 2013, (14.5 %
groups)
• Trax operators represent 53% of room nights sold by ALL
receptive operators
• Trax operators represent 8.2 % of all room nights sold to
overseas leisure visitors
*
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GROUP TYPE
Sub Segment % OF GROUP TOTAL
% Y-0-Y Change
ESCORTED 40.4% -8.4%
AD HOC GROUPS 44.1% 15.3%
M.I.C.E. 15.6% 68.3%
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Advantages of Working With Receptive Operators
• RTO’s assume currency and financial risk of collections
• Most efficient way to international travelers
• One RTO can take your product into up to 100 countries
• RTO’s deliver business during off-peak times
• RTO’s help overcome language barriers
• RTO’s work n North American time zone
• RTO’s have access to international groups and M.I.C.E.
• RTO’s require issuing relatively few contracts
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Advantages (continued)
• RTO’s can move distressed inventory at yields higher than
OTA’s w/ less risk to hotel’s brand image
• RTO’s indirectly provide FREE MARKETING/ADVERTISING in
overseas markets via placement in tour operator brochures
• RTO’s Can Generate unexpected direct bookings for hotels
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Disadvantages Of RTO Channel
• Another middleman between hotel and int’l visitor
• Must provide net rates 18 months in advance (in case of
traditional operators national operators)
• Perception of low-yield tourism class business (rarely true)
• Tiered rate discount can seem unnecessary in strong economy
• RTO’s may not always be able to fill their contracted allotments
• Sales from traditional brochure wholesalers
can take 2-3 years to materialize
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WHO ADDS VALUE?Tier of Distribution % Discount Value Added
Receptive Operator 7-10% Assumes financial risk, sales force, distribution, language
In-Country Tour Operators
10-15% Distribution and marketing through travel agent network and/or direct to consumer retail websites
Travel Agent 10% Direct sales to customer base
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Net rate: $ 100
Int’l Operator: $111
Travel Agent: $130.50
Consumer: $152.94
TIERED PRICING MODEL
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