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Phil Andreopoulos Vice President Global Sales Europe Marriott International AIPC conference Amsterdam, Tuesday July 3, 2012
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Part One:Impact of the financial crisis on the global lodging industry Part Two:Overview of the global lodging industry today Part Three:Hotel pricing philosophies Agenda
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Part One: How did the global lodging industry fare during the financial crisis?
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RevPAR is the hotel industry’s global standard measurement tool. Revenue per Available Room (RevPAR) is the total revenue generated through bedroom sales, over a given time period, divided by the total number of bedrooms available over the same period. Part One: How did the global lodging industry fare during the financial crisis?
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Who are the main players in today’s global market? Part Two: Overview of the global hotel industry
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Source: Otus 2009 1.9m 3.8m Part Two: Overview of the global hotel industry While Europe is the largest lodging market in the world, it is highly fragmented
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Source: Smith Travel Research Part Two: Overview of the global hotel industry Current State
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Source: Smith Travel Research Part Two: Overview of the global hotel industry Pipeline
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Source: Smith Travel Research Part Two: Overview of the global hotel industry Pipeline
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With so much new supply and growing demand, how do hotels maximise RevPAR? Part Three: Pricing philosophies
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GroupIndividual Part Three: Pricing philosophies Getting the right balance between Group and Individual travellers
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GroupIndividual Often contracts far in advance Guaranteed revenue (depending on contract terms) or can ‘wash out’ (if terms not robust enough) Helps forecasting / rate setting Often has Food and Beverage revenue attached Provides base business / confidence Can create pockets of low occupancy pre and post Ability to cancel on day of arrival with no charge Established and predictable patterns of demand Seasonal – established corporate / leisure seasons Corporate preferred hotel programs Wholesaler deals for Leisure segments Ability of the hotel to manage demand Part Three: Pricing philosophies Getting the right balance between Group and Individual travellers.
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DirectIntermediary Part Three: Pricing philosophies
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Fira de Barcelona – 2012 Events Calendar Source: Fira de Barcelona Website Part Three: Pricing philosophies Barcelona Case Study
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Source: Barcelona Tourisme Part Three: Pricing philosophies Barcelona Case Study
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Barcelona rate check during October: Source: hilton.com Arrival at the Barcelona Hilton: Tuesday October 2, 1 night:191 Euros Tuesday October 9, 1 night:341 Euros Tuesday October 16, 1 night:191 Euros Tuesday October 23, 1 night:216 Euros Tuesday October 30, 1 night:191 Euros Part Three: Pricing philosophies Barcelona Case Study
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Maximising the supply versus demand curve in Barcelona: - Corporate accounts, lone business travellers - Group demand from exhibitions - Group demand from smaller meetings - The leisure traveller - Changing / seasonal airlift Part Three: Pricing philosophies Barcelona Case Study
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Thank you and questions…?
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