pemasran hotel

7/29/2019 Pemasran Hotel

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Hotel Marketing

Accor Days, 19th April 2002


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Coheren t and s t rong ho t e l b rands a l l backed up by the Accor b rand :

c o v e r a g e o f m a r k e t s e g m e n t s 0 * t o 5 *

g e o g r a p h i c c o v e r a g e : 9 0 c o u n t r i e s

A modern , cons isten t open-ended techn ical a rch i t ec tu re :

A c c o r t e l : a g l o b a l t e l e c o m m u n i c a t i o n s s y s t e m

s t a n d a r d h o t e l c o m p u t e r s y s t e m s ( 4 P M S r e f e r e n c e d )

a s i n g l e r e s e r v a t i o n s y s t e m ( T A R S )

e f f i c i e n t W e b t e c h n o l o g y

Ef f ic ien t Area po l i cy cover ing our ne tw ork , w ha tever the management m ode

A g loba l sa les ne tw ork w i t h a sing le bus iness management t oo l

A cl ien t loya l t y s t ra t egy based on ta rge ted p rogramm es

A p a r t n e rsh ip p o l i c y b o o s t e d b y t h e A cco r b ra n d

The Accor marketing system


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The Accor b rands a re c lea r ly pos i t ioned

The b rand marke t ing and d is t r ibu t ion po l i cy i s de f ined by In t e rna t iona l Marke t ing and

imp lement ed by Opera t iona l Marke t ing :

e c o n o m y : d i r e c t m a r k e t i n g , i . e . r e s e r v a t i o n s w i t h t h e h o t e l a n d v i a t h e d i r e c t r e s e r v a t i o n

c h a n n e l s ( A u d i o t e l , s i t e W e b A c c o r . . . )

mi dsca le and upsca le : a l l c h a n n e l s , w i t h a p p r o p r i a t e m i x a c c o r d i n g t o t h e b r a n d

a n d t h e c o u n t r y . D i s t r i b u t i o n c h a n n e l s ( d i r e c t , T r a v e l a g e n c i e s , T o u r

o p e r a t o r s , c o m p a n i e s . )

Average room r ate

Upscale150 - 300

Midscale70 - 150

Economy

23 - 70

No st ar 5 s t ar s

The Accor marketing systemStrategic and operational marketing, fully coordinated


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A s tandard i zed , fu l l y dep loyed comput e r system :

A l l h e a d q u a r t e r s c o n n e c t e d t o A c c o r t e l

3 , 0 0 0 h o t e l s c o n n e c t e d t o A c c o r t e l

M o r e t h a n 8 5 0 h o t e l s e q u i p p e d w i t h T a r s o n - l i n e , p l u s a l l s a l e s o f f i c e s a n d c a l l c e n t e r s

( a p p r o x i m a t e l y 7 0 % o f t h e S o f i t e l, N o v o t e l , M e r c u r e a n d I b i s t u r n o v e r )

M o t e l 6 a n d R e d R o o f I n n s d i s t r i b u t e d t h r o u g h t h e s a m e r e s e r v a t i o n s y s t e m ( A c c e l )

T h e P M S s o f p r a c t i c a l l y a l l t h e a f f i l i a t e d h o t e l s c o m p l y w i t h t h e s t a n d a r d s

Ever y day : 37,000 r o o m n i g h t s r e s e r v e d t h r o u g h c e n t r a l c h a n n e l s

82,000 v i s i t s t o t h e i n t e r n e t s i t e s

11,000 c o n s u l t a t i o n s o n t h e I n t r a n e t

120,000 e - m a i l s e x c h a n g e d

The Accor marketing systemComputer system policy: an operational requirement


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T h e T A R S r e s e r v a t i o n s y s t e m g i v e s a c c e s s t o a l l d i s t r i b u t i o n c h a n n e l s , w i t h r e a l - t i m e i n d i c a t i o n o f t h e

i n v e n t o r y c u r r e n t l y a v a i l a b l e :

i n t h e r e s e r v a t i o n c e n t r e s

i n t h e h o t e l s

f o r s a l e s p e r s o n s v i a A SA

TARS online nowensures highresponsiveness:

promotions, special ratesinitiatedin the hotels

Tr avel agencie

Tour Opera to r

(via the GDS,

seamless)

Cal l cent r eInternet

TARS On LineTARS On Line

TARS online

TARS On LineTARS On Line

I n te rna t iona l

sa les for ces

Hote l

Voice server s

Min i te l

SNCF

Hote l

ASA*

The Accor marketing systemAccor reservation: client confidence that he/ she will be given the lastroom available


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T h e A c c o r h o t e l s s i t e o f f e r s r i c h a n d e a s i l y a c c e s s i b l e f e a t u r e s :

h o t e l r e s e r v a t i o n

p r o f e s s i o n a l a r e a

l o y a l t y p r o g r a m m e

p r o m o t i o n s

The Accor marketing systemThe Accor hotel websites: an increasingly popular facility


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In 2001 N u m b e r o f v i s i t o r s : 2 8 , 0 0 0 , 0 0 0 ( x 2 v s 2 0 0 0 )

N u m b e r o f r o o m n i g h t s : 2 , 0 0 0 , 0 0 0 r o o m n i g h t s t h r o u g h I n t e r n e t ( + 9 2 % v s 2 0 0 0 )

2 % o f t o t a l v o l u m e

A s o f e n d o f M a rch N u m b e r o f v i s i t o r s : 6 , 5 0 0 , 0 0 0

N u m b e r o f r o o m n i g h t s : 5 6 0 , 0 0 0 ( + 1 0 9 % v s 2 0 0 1 )

2 . 5 % o f t o t a l v o l u m e

Results are significant and improving


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T h e A c c o r A r e a p o l i c y n o w c o v e r s m o r e t h a n 8 0 a r e a s w o r l d w i d e

M o n t h l y o r b i m o n t h l y m e e t i n g s ( h o t e l m a n a g e r s , o p e r a t i o n s m a n a g e r s , s a l e s p e r s o n s ,

r e v e n u e m a n a g e r s )

A s s i g n m e n t o f A r e a o b j e c t i v e s

C o m m e r c i a l a r b i t r a t i o n

3 0 a r e a s h a v e r e v e n u e m a n a g e r s

A n d n o w , s t a r t i n g o f t h e R M S ( R e v e n u e M a n a g e m e n t S y s t e m s ) d e p l o y m e n t p h a s e

A n d l a u n c h i n g o f a " m a r k e t r o o m " i n P a r i s ( o p e r a t i o n s d e p a r t m e n t , s a l e s , r e v e n u e m a n a g e m e n t ,

g r o u p r e s e r v a t i o n g a t h e r e d o n a s i n g l e l o c a t i o n )

The Accor marketing systemThe Accor Area policy: a high-leverage advantage


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T h e g l o b a l n e t w o r k o f s e l l e r s c o v e r s a l l m a r k e t s e g m e n t s a n d a p p l i e s t h e b u s i n e s s p o l i c y d e f i n e d b y

t h e I n t e r n a t i o n a l H o t e l S a l e s M a n a g e m e n t

Sales Manager

ASA / Prom o

Pub l ish ing / Produc t ion

Pro j ects / HR Suppo rt

Sa les Suppor t / D is t r i b .

Segm ent Sales

Management

Sales Sup por t

Depar tmen ts

Busin ess Sales

Leisur e Sales

Air l in es Sales

Sof it el Sales

Nor th Amer ica

Asia-Pacif icSouth Ameri ca

Sout hern Eur ope

Nor the rn Europ e

Deve lop ing coun t r ies

GermanyU.K. France

Sales areas

/ Cou n t r i es

The Accor marketing systemIntegrated sales structure: domestic and international sales in asingle network


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B2 B : A m e r i c a n E x p r e s s C o r p o r a t e c a r d s : F r a n c e , G e r m a n y , G r e a t B r i t a i n

( 1 6 2 , 0 0 0 c a r d s )

B2 C : C o m p l i m e n t A c c o r A m e r i c a n E x p r e s s d e f e r r e d d e b i t p a y m e n t c a r d ( m o r e t h a n

4 0 , 0 0 0 c a r d s )

S u b s c r i p t i o n c a r d s : A c c o r F a v o r i t e G u e s t ( 2 1 , 4 0 0 c a r d s )

S o f i t e l, N o v o t e l, M e r c u r e , I b i s ( 6 7 , 6 0 0 c a r d s )

L o y a l t y c a r d s : F 1 ( 4 2 , 0 0 0 a c t i v e m e m b e r s )

R R I ( 2 3 0 , 0 0 0 a c t i v e m e m b e r s )

S o f i t e l ( t h i s c a r d i s b e i n g l a u n c h e d )

A co m m o n cu r re n cy o n m o s t o f t h e B 2 C

cards : the Compl i men t cheques

Access ib i l i t y on t he In te rne t , fo r most

o f t h e se B2 C p ro g ra m m e s

20 N012 345 67 89

Valid / Validunti l 06/2002

The Accor marketing systemAccor loyalty programmes based on a detailed analysis of thecustomer segmentation


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P a r t i c i p a t i o n i n t h e l o y a l t y p r o g r a m m e s o f m a j o r a i r l i n e s i s a n i n d i s p e n s a b l e c o m p l e m e n t t o t h e

A c c o r l o y a l t y p r o g r a m m e s . I t i s a l s o a g r o w i n g s o u r c e o f b u s i n e s s , w i t h m o r e t h a n 3 0 0 , 0 0 0 r o o mn i g h t s i n 2 0 0 1

A i r F r a n c e

A m e r i c a n A i r l i n e s

Q u a n t a s

C a t h a y P a c i f i c

E m i r a t e s

a n d o t h e r s u n d e r d e v e l o p m e n t

The Accor marketing system


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T h e P a r t n e r s h i p p o l i c y i n c r e a s e s t h e v i s i b i l i t y o f o u r b r a n d s a n d i s a h i g h l e v e r a g e a d v a n t a g e i n t e r m s

o f n e w b u s i n e s s

AIR FRANCE: V i s i b i l i t y - F r q u e n c e P l u s c a l l f o r w a r d i n g f r o m c a l l c e n t e r s( u n d e r d e v e l o p m e n t ) p r o m o t i o n s

S N C F: T + H : 1 0 0 , 0 0 0 r o o m n i g h t s i n 2 0 0 1 ( n e a r l y 3 5 , 0 0 0 i n l a t e M a r c h )

DANONE : B r e a k f a s t a n d a f t e r n o o n s n a c k s f o r c h i l d r e n , D a n o n e C u p

PERRIER: F r e n c h O p e n a n d c o m p e t i t i o n i n 7 E u r o p e a n c o u n t r i e s w i t h N o v o t e l

INTERNET : A n d b o o k / W o r l d r e s a n d O p o d o - G o V o y a g e s

The Accor marketing systemAccor brand awareness: powerful leverage for the groupspartnership strategy


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By the end o f 2001 , r esu l t s w ere tang ib le :

R e s i s t a n c e o f t h e b u s i n e s s , a n d p a r t i c u l a r l y o f t h e a v e r a g e r o o m r a t e a f t e r 0 9 . 1 1 . 0 1

T h e R e v p a r o f T A R S o n l i n e h o t e l s i s i n c r e a s i n g f a s t e r t h a n t h a t o f n o n - T A R S o n l i n e h o t e l s ( + 2 %

t o + 8 % b e y o n d t h e R e v p a r g r o w t h o f n o n - e q u i p p e d h o t e l s )

G r o w i n g c o n t r i b u t i o n f r o m t h e c e n t r a l s y s t e m s n o w a c c o u n t s f o r a p p r o x i m a t e l y 2 0 t o 2 5 % o f

t h e t o t a l h o t e l o c c u p a n c y r a t e ( e x c l u d i n g d o m e s t i c s a l e s f o r c e s ):

A c c o r e s : p r o d u c t i o n d o u b l e d o v e r 5 y e a r s

C o n t r i b u t i o n f r o m i n t e r n a t i o n a l s a l e s p r o d u c t i o n ( + 8 % v s 2 0 0 0 )

I n t e r n e t : n e a r l y 2 , 0 0 0 , 0 0 0 r o o m n i g h t s / 2 % o f t o t a l v o l u m e

The marketing system


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T h e c r e a t i o n o f a s t a n d a r d i z e d a n d o p e n c o m p u t e r s y s t e m g i v e s a l l A c c o r h o t e l s a c c e s s t o a l l

d i s t r i b u t i o n c h a n n e l s w o r l d w i d e

E f f i c i e n t s t e e r i n g a n d c o n t r o l l e d i m p l e m e n t a t i o n o f t h e M a r k e t i n g & S a l e s p o l i c y

r e a l - t i m e i n f o r m a t i o n

n e t w o r k c o n t r o l , a n d c o m m u n i c a t i o n t o t h e h o t e l s

A r b i t r a t i o n s a r e m a d e e v e r y d a y a t a l l l e v e l s f o r c o n s i s t e n c y b e t w e e n s t r a t e g i e s , a l l o w i n g r e s o u r c e s t o b e

r e a l l o c a t e d a s a p p r o p r i a t e

T h e A c c o r h o t e l s b r a n d , t h a t i s p r e s e n t i n a l l h o t e l s , a n d t h e w e b a n d t h e v a r i o u s c o m m u n i c a t i o n s

e n s u r e e n h a n c e d v i s i b i l i t y a n d s t r i k e f o r c e f o r t h e h o t e l m a r k e t i n g s y s t e m

The Accor marketing systemConclusion

pemasran hotel

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