Creating a Revenue Strategy as Unique as Your Portfolio

By Paul van Meerendonk Director of Advisory Services, IDeaS Revenue Solutions | May 28, 2017

The hospitality industry is the global provider of choice. All around the world, guests choose where to travel, how to get there, where to eat and sleep, what attractions to see. There are many factors that drive these decisions, of course, but every travel decision leads to another, and a myriad of subsequent choices will eventually be made. Hotels undisputedly understand the critical role that choice, and the appeal of endless guest options, plays in the travelers’ decision-making process. After all, hotels make it their business to provide potential guests with as many choices as possible.

Hotels set themselves apart competitively by offering distinctive room types and lush amenities, dog-friendly atmospheres, Zen lifestyle packages with yoga mats and serene spaces, and gluten-free and vegan-friendly menus. These are available options guests can choose from to help minimize the disruptions caused by traveling. And when you look at innovation in the technology space, it takes guest options and competitive opportunities for hotels even further. Mobile apps, keyless entry software, digital newspapers and room service robots have become all the rage in recent years—and they are all geared to ultimately influence the guest’s choice to book with the brand family.

In fact, choice is even one of the cardinal themes embedded in nearly every brand ethos. A quick look around the Internet and words like “unique,” “memorable,” “diverse,” and “curated collection” are frequently used to describe any given portfolio of hotel brands. Company credos “No matter your travel style, there’s a Sonesta to suit you” and “Brands to fit every lifestyle and occasion” from the likes of Sonesta and Hilton, respectively, further exemplifies just how much value hotel organizations place on appealing to every type of traveler. From high-touch luxury properties to low-touch limited service facilities to vacation timeshares, the choices are all there—and they fulfill virtually every possible guest need.

All of these aforementioned guest options, incentives and choices are ultimate reflections of an overall brand strategy. However, choice shouldn’t be a message embodied only within the vivid description of a brand promise, its contemporary lounges or the high-tech amenities and ultra-modern guestrooms. For organizations with a unique portfolio of hotel brands, choice also needs to be a primary theme that permeates into every one of their properties’ revenue strategies—and it needs to be supported by advanced revenue technology.

Here are some considerations for how hotel organizations can identify the ideal revenue technology for executing a cohesive, profitable and productive revenue strategy across their entire portfolio.

It Starts With Choosing the Right Technology

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Coming up in March 2018...

Human Resources: Value Creation

Businesses must evolve to stay competitive and this is also true of employment positions within those organizations. In the hotel industry, for example, the role that HR professionals perform continues to broaden and expand. Today, they are generally responsible for five key areas - government compliance; payroll and benefits; employee acquisition and retention; training and development; and organizational structure and culture. In this enlarged capacity, HR professionals are no longer seen as part of an administrative cost center, but rather as a member of the leadership team that creates strategic value within their organization. HR professionals help to define company policies and plans; enact and enforce systems of accountability; and utilize definable metrics to measure and justify outcomes. Of course, there are always new issues for HR professionals to address. Though seemingly safe for the moment, will the Affordable Care Act ultimately be repealed and replaced and, if so, what will the ramifications be? There are issues pertaining to Millennials in the workforce and women in leadership roles, as well as determining the appropriate use of social media within the organization. There are new onboarding processes and e-learning training platforms to evaluate, in addition to keeping abreast of political issues like the minimum wage hike movement, or the re-evaluation of overtime rules. Finally, there are genuine immigration and deportation issues that affect HR professionals, especially if they are located in Dreamer Cities, or employ a workforce that could be adversely impacted by federal government policies. The March Hotel Business Review will take a look at some of the issues, strategies and techniques that HR professionals are employing to create and sustain value in their organization.