From: Subject: Make your site the most potent weapon - Express Hospitality Date: Thu, 16 Nov 2006 16:03:00 +0530 MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_000_0000_01C70998.B09A4E10"; type="text/html" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2600.0000 This is a multi-part message in MIME format. ------=_NextPart_000_0000_01C70998.B09A4E10 Content-Type: text/html; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.expresshospitality.com/20061115/futureofhospitalityoperations06.shtml Make your site the most potent weapon - Express = Hospitality
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NexGen Technology

Make your site the most potent = weapon

History repeats itself as Indian = hoteliers make=20 the same mistakes as their Western counterparts, writes = Vivek=20 Nayak

Vivek Nayak =
Chief Operating Officer=20 Avenues

If you are a hotelier who gets a = significant=20 amount of sales volume from intermediary channels, then you = should=20 be reading this article closely. And if you are one of those = who=20 think that a hotel website is good only for showcasing your = hotel=20 brand and nothing more, then you should read this article = too. It=20 might do wonders for your business.

Rise of the intermediaries

There was a time when the hospitality = business was=20 relatively simple. You chose the best possible location, = built a=20 posh property, offered a great package of amenities and = services and=20 then you announced your presence. It was as simple as that.=20 Customers walked in. You worked hard to please them so that = they=20 added value to your brand name by speaking good things about = your=20 hotel to their friends and associates. Your business grew. = And then=20 suddenly things changed.

Competition started to eat into your = franchise;=20 'wannabe' imitators started to take away your market share. = The task=20 of getting in guests to meet the `heads on beds' targets = became a=20 complicated exercise. So you had to start sharing your = income with=20 intermediaries who specialised in bringing in customers to = your=20 hotel. Soon the intermediaries grew to become the de facto = marketing=20 arm of the hotel, and in many cases even the brand = custodians.=20 Eventually these intermediaries became so powerful that they = started=20 to dictate terms to the hotel and take large bites out of = the=20 hotel's profits.

Internet: The great new hope?

Cut to 2003. Into this scenario an = exciting new=20 channel comes in and starts to make an impact - The = Internet. Here=20 are some good things about the medium. It was widely used, = had deep=20 penetration within the affluent audience, offered the = advantages of=20 instant one-to-one communication, gave people the ability to = buy and=20 sell quickly, cheaply and securely. At last the hotel could=20 communicate directly with the guest and not rely on the = intermediary=20 to present the brand's true picture. This medium offered the = industry a golden opportunity to go back to that simple life = again.

But old habits die hard. The mindset of = needing=20 intermediaries to bring in customers still ruled. Few = hoteliers took=20 the trouble to explore the direct-to-customer opportunity = through=20 their brand websites. Those who did then are laughing all = the way to=20 the bank today. Those who did not just followed the set = pattern of=20 going to the intermediaries. This resulted in the growth of = the=20 =91online intermediary demons=92 such as Expedia.com, = Hotels.com,=20 Travelocity, etc. Soon they followed the same pattern as the = intermediaries did in the offline world. They became = omnipresent=20 giants that grabbed a huge share of the hotel's earnings. = Only in=20 the past couple of years have hoteliers in the West realised = their=20 mistake. Now they have started an initiative to wrest the = power back=20 from the intermediaries by going direct-to-customer through = their=20 own brand websites. The practice of putting up the best = internet=20 rate on their own hotel website is one of the key = initiatives in=20 this direction.

The domestic scene

So what has all this got to do with = hoteliers in=20 India? Hoteliers in India need to keep an eye on the trends = in the=20 West and learn the lessons. While media and the people at = large in=20 India are ecstatic about the great prospects that the online = travel=20 industry presents today, Indian hoteliers need to step back = and take=20 a close look at the dynamics involved.

Let me reproduce some recent news = reports related=20 to the travel industry:

"According to industry estimates, the = domestic=20 airline carriers together are expected to make staggering = losses of=20 Rs 2,500 crore in 2006-07."

Here is another report about a leading = Indian=20 travel intermediary: "The response to the Diwali packages is = tremendous. We have mopped up Rs 1.5 crore in the last five = days=20 from hotel and tour operations," said the CEO of a leading = online=20 travel portal to a financial daily.

"Our portal has tied up with Jet Airways = for a 50=20 per cent discount on fares, and also with other airlines, = including=20 Air Deccan, for significant markdowns. The Jet Airways' = special=20 =91shock fares=92 are valid till October 31, where a = passenger will get=20 tickets at half the actual fare."

"We are also offering a 25 per cent = cash-back=20 offer on hotel charges as part of the Diwali package. We = give 25 per=20 cent of the amount booked for hotels or tour destinations in = cash,"=20 he added.

So here are my questions. At a time when = travel=20 service providers like airlines and hotels are getting into = the=20 holiday season (where the domestic demand is high), = shouldn't they=20 be charging a premium on fares, tariffs and rack rates to = bring down=20 their accumulated losses or raise their RevPAR (as the case = may be)=20 for the year? How is it that online intermediaries can = corner large=20 volumes of inventory during the peak season, offer huge = discounts to=20 their customers and still make huge profits in the bargain? = Surely=20 someone must be losing out in the process and my guess is = that it is=20 the airline manager and the hotelier who have discounted = away their=20 revenues to line the pockets of the intermediaries.

Learn from others' mistakes

The sad truth is that, just like = in the=20 West, the online intermediary channel in India is = beginning to=20 cash in on the hotelier's reluctance to adopt and = adapt=20 technology to = advantage

The sad truth is that, just like in the = West, the=20 online intermediary channel in India is beginning to cash in = on the=20 hotelier's reluctance to adopt and adapt technology to = advantage. In=20 the bargain, the hotelier loses out on an opportunity to = take charge=20 of his own online destiny and build his own = direct-to-customer sales=20 channel through his website. What the hoteliers don't = realise is=20 that even a small fraction of the money that is lost as = discounts on=20 room inventory to the intermediary is enough to start an=20 e-commerce-enabled direct-to-customer sales engine on the = hotel=20 website. The money spent on building the hotel brand through = the=20 website and popularising it through SEO (Search Engine = Optimisation)=20 and PPC (Pay-Per-Click) marketing strategies can create long = term=20 value for the hotel that will stay with it for perpetuity. =

Now comes the moot question: is it = really worth=20 the effort? Here are some global facts and figures. In 2006, = about=20 54 per cent of all internet bookings in hospitality will be = direct=20 to consumer (ie via hotel-owned websites). Some pro-active = hoteliers=20 and several major brands (Marriott, Hilton, etc) already = boast a=20 direct v/s indirect online revenue ratio as high as 75:25. = Some=20 hoteliers already generate total revenues above 30 per cent = from the=20 internet and more than half of the distribution is directly = to=20 consumers.

Now let's look at the qualitative = benefits.=20 Industry experts agree that direct online sales and = distribution=20 cuts operating costs, safeguards the brand value, helps the = hotel=20 manage pricing strategies better, increases customer = loyalty,=20 attracts affluent customers and lessens the dependency on = online=20 discounters. The brand website is the least expensive = distribution=20 channel and provides the hotel with a long-term competitive=20 advantage.

So what next?

I am not advocating that the hotel = should throw=20 away existing intermediary channels and go = direct-to-customer=20 totally. Building an effective direct-to-customer sales = channel=20 through the hotel website will not happen overnight. But the = hotel=20 should immediately start investing in exploring it. It = should start=20 managing inventory allocations and pricing strategy for each = channel=20 based on the dynamics of the marketplace and the ROI of each = medium.=20 Open the tap on profitable channels and squeeze the tap on=20 non-productive channels.

Operational concerns at this stage would = be quite=20 natural - are we complicating things too much? How am I = going to=20 manage all these variables effectively? But as the market = needs=20 arise, so do solutions to those needs come into being. For = the tasks=20 at hand, off-the-shelf e-commerce solutions such as = ResAvenue are=20 available. They plug into your website and come with = in-built tools=20 to manage distribution for all the existing sales channels = such as=20 FITs, sales agents, corporate entities, offsite sales = offices, GDS=20 and IDS from one window. It helps one control inventory = allocations=20 to various channels, pricing strategies for each channel = from the=20 back-end and bring response time to changing market dynamics = down to=20 just a few hours. With the right e-commerce tools and CRM = engines,=20 hoteliers can make their site the most potent weapon in = their=20 marketing armoury and build lasting value for their = business.

(The writer is chief operating officer = at=20 Avenues, a South Asian e-commerce service provider that = launched=20 ResAvenue - an internet reservation engine and online = payment=20 gateway solution with GDS and IDS listing for the = hospitality=20 = industry)

 
=A9 Copyright = 2001: Indian=20 Express Newspapers (Mumbai) Limited (Mumbai, India). All rights = reserved=20 throughout the world. This entire site is compiled in Mumbai by = the=20 Business Publications Division (BPD) of the Indian Express = Newspapers=20 (Mumbai) Limited. Site managed by=20 BPD.
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