Distribution et Revenue Management

📱 CRM Bowo integrates various communication channels like SMS, WhatsApp, chatbots, and email to create effective strategies for client interaction. SMS and WhatsApp are recommended for short, urgent messages with high open rates but should be used sparingly. Email is suitable for detailed communications, while chatbots offer 24/7 automated responses with human backup for complex inquiries. Compliance with RGPD includes obtaining consent, easy unsubscribe options, and data protection. CRM customization allows for contact list segmentation to match client preferences.

🏨 Philippe Guimard, formerly General Manager at e-axess, joined Septeo Hospitality in 2022 when his company was acquired. Guimard, 43, with a career dedicated to hospitality, is now tasked with making the Hotels & Wellness Business Unit software (Asterio, Nymphea, and upcoming solutions) market leaders in Europe. Guimard founded e-axess in 2008, launching a Revenue Management System in 2014, and acquiring Spotpilot and Hotel Skipper in 2020, expanding market coverage. e-axess grew rapidly, from under €2 million in revenue in 2020 to €5 million in 2024.

📝 Google recently introduced a feature to display hotel prices directly in ads globally, enhancing user experience. Historically, hotel pages on Yellow Pages ranked third in search but weren't monetized due to non-booking related inquiries. However, 90% of potential travelers begin their search on Google. Including precise pricing in an ad garners 20% more clicks, increasing Google's chance of generating bookings and revenue. Advertisers should also utilize free My Business listing links to display official prices without sponsorships, benefiting from Google's free promotional tools. Summary: Google enhances hotel ads by adding direct pricing, leading to a 20% increase in clicks and potential bookings, emphasizing the significance of price in user searches.

💸 Groupe Logis Hôtels launched a turnkey gift box and jackpot solution in October 2024 to boost direct visibility on logishotels.com, which receives 5.6 million visitors, and to diversify revenue streams for hoteliers. This strategic move, in partnership with MyBeezbox, aims to attract new clients, enhance cash flow, especially during winter, and help hotels stand out in a competitive market. The new gift boxes focus on authentic stays and gastronomy pleasures.

📅 From January 2025, Booking will change its average rating calculation to weigh more heavily on recent reviews, within a 3-year period. This reflects the importance of review recency, the top criterion for French online review readers, according to a 2023 Guest Suite study with IFOP. Older reviews, beyond 3 years, will still count but less so. This move aims to encourage continuous improvement among hospitality professionals.

📊 The 5 Forces of Porter, a strategic model developed by Michael Porter in 1979 at Harvard Business School, enables in-depth market analysis, considering not just direct competitors but various market dimensions. It aims to understand profitability factors, anticipate threats, and identify opportunities. The five forces include supplier bargaining power, customer bargaining power, the threat of new entrants, the threat of substitute products, and competitive rivalry. Some marketing experts suggest a 6th force: the influence of regulators or public authorities. Analyzing these forces provides a comprehensive view of the competitive environment to inform business strategies and recognize key success factors. Guest Suite offers tools for customer satisfaction collection and analysis, e-reputation management, and competitor comparison to enhance competitiveness.

💸 Philippe Moati, economist and co-founder of ObSoCo, discusses the importance of fairness in pricing, distinguishing between permissible segmentation and unacceptable discrimination in dynamic pricing, with market acceptance being pivotal. In the aviation sector, a given flight's prices are not as volatile as they may seem, typically changing only about ten times over a 300-day booking period. Arnaud Grojean from Carrefour highlights the complexity of maintaining pricing coherence across millions of prices. The article also touches on the crackdown on deceptive commercial practices, emphasizing that ethical yield management should be defensible in a transparent conversation with customers.

📊 Facteurs clés de succès (FCS) are strategic elements critical for a business's success in its industry, helping to differentiate, achieve goals, and ensure longevity. They vary by company size, geographic development, target market, and internal resources. Examples include product innovation, efficient supply chain, and strong financials. Identifying FCS involves analyzing internal and external environments, focusing resources on priorities, SWOT analysis, market studies, competitive benchmarking, and customer feedback. Guest Suite offers tools to measure customer satisfaction and influence purchase decisions.

🏨 Kerdonis Group acquires the prestigious Hôtel Opal in central Paris, further expanding its luxury hotel sector footprint. The group entrusts the marketing of the hotel to doyield, a partner known for revenue optimization and hotel marketing. François DI ROSA, Director of Operations at KERDONIS Hotels, notes a significant performance improvement since the partnership with doyield began about a year ago. Kerdonis owns 20 hotels and focuses on human-centered approaches and strategic expansion in cities with high hotel potential, aiming to boost performance with innovative solutions.