We drive demand to each property growing and increasing occupancy in most cases by 25%.
Move reservation and bookings equals higher occupancy and increased RevPAR. Business Intelligence in the hospitality sector is what PKH brings to the table, and with good reason—using technology to transform data into actionable information yields big dividends when properly focused on a business need.
Implementing a strategic plan for hotel marketing and closing the gap between campaign design and performance. Arming our hotel investor clients with current, accurate and detailed information on booking patterns in our hotels and on the performance of promotions goes a long way toward ensuring that they can do their jobs more effectively. Here we look at a few of many possible suggestions on how to best apply hotel business intelligence to the marketing function.
We ensure maximum return on investment, we should time seasonal campaigns (those promoting a given season or time period) such that promotional activities reach a crescendo in each source market at the peak of their unique booking window. An example would be, which bookings produced the highest net contribution, bringing us the most revenue (highest ancillary spend, premium room categories, longest length of stay) at the lowest acquisition cost (booking through direct channels)?
Do these bookings share commonalities such as where guests reside (geographic origin), how far in advance they book (lead time) or if they are part of our loyalty program (membership status)? Surely a hotel marketer would revel in such detail and be able to apply these learnings to future promotional activities.