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HSMA Speech "The Rilano Hotel", April 2012, Erfolgsfaktoren im Hotelvertrieb (neu)

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Transcript of HSMA Speech "The Rilano Hotel", April 2012, Erfolgsfaktoren im Hotelvertrieb (neu)

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Kleine Auswahl unserer Partner
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Unsere Fachkompetenz = Ihr "HR" Kapital
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Projektziele
Anhand einer SWOT Analyse soll die Vertriebssituation beider Hotels (Distribution) unabhängig voneinander untersucht werden.
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"Organisatorisches

Twitter Hashtag:
#HSMA

PDF und Prezi
als Download

Quellen im Anhang
Status Quo im Vertrieb
Challenge 1: Hotels fehlt die Strategie und die Lobby

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Status Quo im Vertrieb
Challenge 2: Zunehmende Komplexität

Status Quo im Vertrieb
Challenge 3: Wo findet die Monetarisierung statt?

Und Ihre Conversion / EBIT Marge?
Unser roter Faden für Hotelvertrieb. Auch Ihrer?
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Quellenangaben
Customer Journey Landschaftsgrafik by IC Tourismus, Stefan Niemeyer. http://www.ic-tourismus.de/
Google Traffic Top Ten by Uwe Frers http://company.tripsbytips.de/

Quelle
im
Anhang
Customer Journey
Customer Journey
eigene Abb. in Anlehung an Uwe Frers
Nur jeder zehnte sucht bei Hotelketten
Quelle U.Frers
Status Quo im Vertrieb
Challenge 5: Wo sind die Hotels?

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Google Insights for search
Unsere eigenen interaktiven
Content Checklisten (Excel) als Grundlage für Hotelvertrieb

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Gutes Upselling in der Buchungsstrecke mit klarer fokussierter Ansprache: Profitieren Sie...
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Abfrage Stand 22.04.12
Accorohotels.com
Hotelbewertungen auf Mercure Site fehlen
http://www.mercure.com/de/hotel-1163-mercure-hotel-hamburg-city/index.shtml

Mercure Ansicht auf dem iPhone
Accor App
Accor App
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Excel Tabelle Rateparity Mercure
Unsere Grundlagen?
Messzeitraum 3 Monate
Hotel Mercure Amsinckstrasse sowie deren Competition Set siehe Tabelle
Alle Kanäle: Alle relevanten OTA’s, IDS, GDS Amadeus, Bistro Traveltainment, Hotelwebsite, Reiseveranstalter,
Zweimal die Woche nach festgelegten Kriterien
Grundlage des Ratenvergleichs waren „public“ Rates (keine Negorates keine Companyrates), die als „BAR“ Rate geflaggt wurden.
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Customer Journey Zusammenfassung
Quelle U.Frers
Die Herausforderungen in der
e -Distribution. Nur im Mittelstand?

Überforderung?
Geschwindigkeit der Information?
Fehlende Mäuse Strategie?
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"Erfolgsfaktoren im Hotelvertrieb"
Projektstudie 2011 - Hotelfachschule Hamburg

23.02.2012
CTR >5%
Conversion > 12%
emotion follows conversion..
Wer ist der Jäger?
Wer ist der gejagte in der Hotellerie?

gefunden in Google...

1.) Angaben fehlen für kostenloses WLAN
2.) Der Inhalt der Website wurde seit
mehr als einem Jahr nicht mehr
aktualisiert. Stand: 26.11.2011.

Wir haben mehrmals alle Parteien darauf hingewiesen.
Praxis: TUI Touroperator Content.
Was fällt auf? (TUI Website)

Mobile boomt. 1% Steigerung bei den "searchs" bei Google pro Monat
best practice
Hotel Website
als "Mobile Website".
Abgestimmt auf die Bedürfnisse mobiler User

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Check in with iPhone @ Stockholm Clarion Hotel.
It's true and not a vision...

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Quelle Google
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http://www.hrs.de/hotels/de/deutschland/hamburg-hamburg/grand-elysee-3227.html
Praxis: OTA Content (HRS)
Was fällt auf?

Praxis: TUI OTA Content (hotel.de)
Was fällt auf bei den Kids?

Website: www.hotel.de
Hotelwebsite
Angaben Wlan fehlen,
Parkplatzgebühren sind auf der TUI Site andere

Gut die Übersicht, Buchungsstrecke
ist eine Conversionbremse

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mobile devices. Our future
Bahn Touch & Travel App
Relexa Hotels
http://www.ourmobileplanet.com/omp/
Skalierung des globalen Mobile Traffics
http://www.ourmobileplanet.com/omp/
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Status Quo im Vertrieb
Challenge 4: Messungen kommen zu kurz

SEO optimierte Texte
(cc) photo by theaucitron on Flickr
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Der Weg ist das Ziel
Wer das Ziel nicht kennt,
wird den Weg nicht finden...

What is your goal? (Quelle Google)
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Ohne Strategie geht gar nichts
Google Webinar: Advanced Search
Google weiss was wir wollen... Sie auch?
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IDS
CRS
GDS
PMS
RMS
CRM
Interface
Switch
Pegasus
ODD

Usability in der Verfügbarkeit
Impressum
Ansgar Jahns
Dozent und Projektleitung
Hotelfachschule Hamburg
Fachbereich Tourismusmanagement & E-Commerce
Angerstrasse 4
22087 Hamburg

Blog: http://www.tourismusmanagement-blog.de/
Website: http://www.hotelfachschule-hamburg.de/
Twitter: http://twitter.com/HofaHamburg
Facebook: http://www.facebook.com/Hotelfachschule.Hamburg
Google+ : gplus.to/Jahns

Für Rückfragen stehen wir jederzeit gerne zur Verfügung!

Weitere Prezis
SEO in der Hotellerie: http://prezi.com/0yviogazm5ps/seo-onpage/
Content in der Hotellerie: http://prezi.com/waiyrl4inezs/
Stand Apr.2012
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Agenda
Full transcript