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Revenue Management, E-Distribution & Online Marketing

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Bharath S

on 6 November 2013

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Transcript of Revenue Management, E-Distribution & Online Marketing

A) What is Revenue Management
In simple words, Revenue Management is to SELL

The Right ________

To the Right _______

At the Right ________

For the Right _______

Through the Right _______

With lowest ________, so as to MAXIMISE the PROFITABILITY
A) What is E-Distribution
The System & Process of distributing the hotel's content, inventory & pricing to all the online sales channels such as GDS, Booking Engine, OTA and B2B
3. Incorporating appropriate Pricing Strategy

Dynamic Pricing

Low-demand strategies

Yield Restrictions
What is Dynamic Pricing?
4. Analysis & Monitoring

We analyze by taking into consideration some Key Performance Indicators??
What are some of the Key Performance Indicators?
Any Questions?
Any Questions?
B) Components of Internet Marketing

Online Reputation Management
Search Engine Optimization
Search Engine Marketing
Email Campaigns
Social Media Marketing
i) Online Reputation Management
iii) Search Engine Marketing
v) Social Media Marketing
“ The only thing that is always constant now-a-days is CHANGE”

“If we don’t change and keep-up with the trends, we will be left behind…”
Any Questions?
Agenda / Contents
I. 2013 Forecast (10+2)
YTD Oct Results
Nov Forecast
Dec Forecast

II. 2014 Budget
Market Projections
Strategies & Segment Mix

III. Other Financial Figures

B) When is Revenue Management Necessary?
When the Product is Perishable

When the Supply of the product is limited

When the product has a time-variable demand

Different customers are willing to pay a different price for using the same amount of resource.
C) Brief history of Revenue Management
The airline industry launched revenue management practices after government deregulation in the early 1980s.
American Airlines launched its Ultimate Super Saver fares in an effort to compete with the low cost carrier PeopleExpress.
Revenue management was born out the need to fill at least a minimum number of seats without selling every seat at discount prices; the idea was to sell enough seats to cover fixed operating expenses.
Once fixed expenses were covered, and there were now fewer remaining seats to sell, they could then sell the remaining seats at higher rates to maximize revenue and profits.
D) Key Elements of Revenue Management
1. Accurate Forecasting

2. Inventory Allocation to various Market Segments

3. Incorporating appropriate Pricing Strategy

4. Analysis & Monitoring

Historical Data… GIGO / DIDO

Business Trends / Projections

Market Intelligence

Environmental Factors

Rate Shopping Tools

Revenue Management Algorithms
2. Inventory Allocation to various Market Segments

Allocating inventories to

TA / Wholesalers
Key Performance Indicators (KPI)


RevPar Penetration Index (RPI)

ARR Index

Market Share (Fair market share Vs Actual market Share)


Channel-mix, Segment-mix, Market-mix
A) What is E-Distribution
B) Components of E-Distribution
Distributing the hotel's content, inventory & pricing to all the online sales channels such as

Booking Engine
CRS can be defined as the One-stop Online platform which can be used by the hotels to distribute their content, inventory and rates to various distributing channels such as GDS, Booking Engine, OTAs and B2B vendors.
A) What is Internet Marketing
The importance of Internet marketing strategies has increased with the growth and importance of the Internet.
Most established companies are vying online space today and seek to adopt web marketing strategies to increase traffic to their company's homepage.
Today, Internet marketing, or online marketing, is evolving into a broader mix of components a company can use as a means of increasing sales - even if your business is done completely online, partly online, or completely offline.
The decision to use Internet marketing as part of a company's overall marketing strategy is strictly up to the company of course, but as a rule, Internet marketing is becoming an increasingly important part of nearly every company's marketing mix.
For some online businesses, it is the only form of marketing being practiced.
ii) Search Engine Optimization
iv) Email Campaigns
I. 2013 Forecast (10+2)
II. 2014 Budget
III. Other Financial Figures
1. Acurate Forecasting
Full transcript