Michelle MarquisVice President – Marketing & Strategic Initiatives

2015 Hospitality Trends

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Improving Economy

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7.6% RevPar Growth

4.1% ADR Growth

3.4% Occupancy

7.53% Booking Window

4.1% ADR Growth

6.1% Pace

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NLC 2015

Revenue Strategies

CARPE DIEM

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Distribution Disruption

• Complicated• Crowded• Expensive

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Important New Acronyms

• CPA• TGV• NetRevPar• kk• meh

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Time for an Aggressive (okay, Assertive ) Direct Strategy

• Assertive Pricing Strategies• Close out distribution channels• Pick your partner• Previous years Demand?• On page Conversion

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Travel Segments to Watch• Bleisure• Multi-Generational• Framily • LifeStyle• Local Knowledge• Sharing Economy

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Millennials

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Unique Guest Experience

“Today’s travelers are true explores – they want to discover new places, meet local people, and have an authentic experience e, so telling the “local” story can set your property apart. Ten years ago, we probably couldn’t have convinced people to open up their homes to strangers but that’s the new reality today – because this community marketplace is giving travelers a new win-win realty; they get to discover and have an experience, rather than just a vacation.”

– Chip Conley – Head of Global Hospitality & Strategy Airbnb

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Segment EVERYTHING

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Personalized Experience

“WOW Service is the only way to ensure repeat business. By creating an impressive, unique guest experience that exceeds all expectations, we are able to capture the customer whether it be with or without technology.”– Robert Rauch, Revenue Your Hotel

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Social Engagement

• Social Media• Reviews• UGC• Video

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Booking Path Influencers

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Still booking offline??

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Huh? What? That was a lot of information!

Hospitality Industry is Healthy NOW is the time to drive more direct bookings NOW is the time to take the most profitable bookings Focus, target and market to the new travel segments Millennials Matter! Give your guests a unique (to them) experience Surpass guest expectations to insure GLV Social Engagement is not just Facebook Use the Right Data, the Meaningful Data Keep your company in front of the guest at all levels

of their purchase path Mobile optimized websites and easy booking is no

longer optional.