Distribution et Revenue Management

485 posts

1576 – Mardi – 51%

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  • 12 min

Identité de marque : définition et étapes pour la construire – Guest Suite

📚 In the competitive market for physical and e-commerce stores, as well as B2B enterprises, brand identity construction is crucial to differentiate and create a lasting customer connection. Brand identity includes visual and conceptual characteristics, such as logos, typography, and communication tone, and reflects a company's mission, vision, and consumer interactions. Kapferer's Prism—composed of physical, personality, culture, mentalization, reflection, and relationship facets—guides the development of a strong brand identity. A well-defined brand identity fosters emotional connections and long-term loyalty, setting a business apart from competitors. Effective brand identity is signaled by consumer recognition without seeing a logo or company name, linking to perceived and intended brand image. Satisfaction surveys, internal brand ambassadors, and online reputation management are instrumental in cultivating a brand's identity and reputation. Successful examples include Apple's elegance and Google's innovation and accessibility.
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  • 1 min

Le prix doit être le même partout – Episode 26

📱 Updated on 26 September 2024, HotelPartner presents a system ensuring that advertising aligns with real-time price adjustments executed by the revenue manager. This synchronization eliminates the issue of outdated prices leading to customer disappointment and loss. The process is managed by one team for coherence, promising a smooth experience from start to finish.
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  • 5 min

Devriez-vous séparer ou fusionner vos équipes RM & Marketing ?

📣 About 60% of hotel bookings are made online, highlighting the need for integrated Revenue Management (RM) and marketing. Historically, RM focused on pricing and RevPar optimization, while marketing aimed at visibility and brand awareness. A study by EIGHTY DAYS shows 70% of online booking factors are influenced by combined RM and marketing efforts. An impressive email marketing ROI of $42 for every $1 spent illustrates the potential of synergy. Hotels aligning RM and marketing strategies can experience a 20-30% increase in RevPAR and lower OTA commissions. For instance, one hotel's conversion rate increased by 20% after synchronizing RM and marketing strategies. Overall, harmonizing these departments under a central "conductor" can significantly boost hotel performance.
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  • 2 min

ALL (Groupe Accor) choisit We Are Social pour sa stratégie social media Europe

📱 ALL (Groupe Accor) selects We Are Social for its European social media strategy. The agency will handle strategy, content creation, ecosystem rationalization, editorial activations, influence, and paid media across France, UK, Germany, Italy, Spain, Portugal, Netherlands, Poland, Romania. The collaboration began in the summer. ALL.com, Accor's loyalty program, offers discounts, rewards, and exclusive partnerships, allowing members to earn points and redeem them for hotel stays and experiences.
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  • 5 min

Le funnel de metasearch en détail : le funnel dans les free booking links et les sources de données (3ème Partie)

📊 Google introduced free booking links in 2021, complementing paid Google Hotel Ads with free organic listings. Detailed funnel data for paid campaigns and free booking links can be viewed on Google platforms. No data for the first three funnel levels (opportunities, participation opportunities, eligible impressions) for free booking links is provided by Google. Impressions and clicks data become visible from the fourth level, with impressions rounded for privacy in free links, while exact in paid ads. Conversion data for free booking links isn't available from Google, some connectivity partners offer it to clients. Data visualization is possible through Google Hotel Center and Google Ads, with automation via Google Travel Partners API and Google Ads API.
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  • 3 min

All et Handwritten Collection s’installent au Somewhere Bar de l’Accor Arena, inauguré à l’occasion des 40 ans de la salle

🍺 Accor, a global hospitality leader, celebrates 40 years of Paris’ Accor Arena with the introduction of the Somewhere Bar by Handwritten Collection, a hidden bar at the heart of the venue. Handwritten Collection, the latest Accor brand, has redecorated the bar to reflect the authenticity and passion of its enthusiasts. Antoine Dubois, the Marketing Director, emphasizes the combination of conviviality, contemporary design, and warm hospitality for Accor Arena spectators. This initiative reinforces Accor's mission to make the arena a place of life and inspiration, aligning with Paris Entertainment Company's goals.
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  • 2 min

Boostez votre Gestion Hôtelière avec GuestDiary.fr : Des Identifiants Gratuits pour Toute Votre Équipe !

💾 GuestDiary.fr offers an all-in-one hotel management system, providing centralized reservation management across platforms, real-time performance tracking with detailed reports, and integrated channel management. The service promotes seamless, collaborative hotel management by offering free personalized accounts for entire teams, including reception, housekeeping, marketing, and management. GuestDiary.fr features real-time collaboration, instant notifications, and continuous training with their help center. It boasts a risk-free trial, with a 3-month free trial, no hidden fees, and no long-term commitment. The platform aims to optimize revenue, improve efficiency, and enhance customer experiences for hotels.
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  • 3 min

Ce que les PMS ne vous disent pas : les données manquantes qui grèvent votre stratégie de rentabilité

🏨 A hotel PMS (Property Management System) is crucial for daily operations and optimizing tasks to ensure unforgettable customer experiences. The article suggests the need for hotels to adapt to changing customer behaviors and increased competition from private rental services like Airbnb. It questions the efficiency of traditional divisions between PMS, CRS (Central Reservation System), CRM (Customer Relationship Management), etc., highlighting the risk of essential data being trapped in disparate systems, which can hinder online integration and revenue management.
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  • 4 min

Plus de RevPar, moins de commissions : le nouveau duo gagnant

🏨 DoYield has developed an innovative approach to Revenue Management (RM) to maximize revenue in the hotel industry. Traditional RM focuses on optimizing rates and occupancy, crucial for increasing RevPAR and overall revenue. However, the true success indicator for a hotel is its Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA), showing real profit after all charges. DoYield's client, a Parisian hotel with 30 rooms, achieved an EBITDA of 40% after rent, surpassing the industry average. This was accomplished by combining precise RM strategies, stringent cost management, and innovative marketing, demonstrating that RM and marketing must work together to optimize results. DoYield employs an ecosystem of technology, including RM tools, CRM solutions, advanced booking engines, and powerful data analytics tools, to improve EBITDA. Their approach consists of three main axes: optimizing RM for RevPAR, enhancing online visibility and direct sales through marketing, and global consulting to ensure strategy coherence. This holistic approach aims to thrive in competitive markets by focusing on the most crucial KPI: the hotel's EBITDA.
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