Competitive Assessment in Demand Management Software for Hotels

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Competitive Assessment in Demand Management Software for Hotels

CASE STUDY

COMPETITIVE ASSESSMENT IN DEMAND MANAGEMENT SOFTWARE FOR HOTELS WWW.FULD.COM

The Grab for Market Share Case Overview

A leader in the travel distribution and information industry was concerned that its market intelligence solution – designed to help hotels know where they stand relative to competing properties on pricing and availability – was losing market share to an aggressive competitor. To determine if the rival had better sources of demand data and was living up to its promises to customers, the company turned to Fuld + Company. Our findings enabled the client to develop a workable plan for fending off the competitive threat while creating a proprietary data solution that leapfrogged the rival.

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Danger Signs Key Business Challenges

Rumors were swirling that the rival had formed close partnerships with several major hotel chains, indicating a potentially more reliable flow of demand data from the property management and booking systems of hotels within those chains. If true, this capability would have significantly harmed Fuld’s client, which relied on GDS data but didn’t capture reservations made through the hotels’ own booking systems or other online channels.



Promises, Promises Key Business Challenges

However, data quality was not the only factor to be considered. Client feedback indicated that the aggressive competitor was not always living up to its promises, especially in the area of responsive, problem-free service. To effectively counter its archrival, the client needed detailed and well supported analysis of its relative advantages and vulnerabilities.



Separating Fact from Fiction The Fuld Approach

Fuld + Company set out to confirm or refute the two major rumors circulating in the industry:

1) the competitor had in fact secured better, more comprehensive sources of demand data

2) its rapid growth had come at the expense of reliable client service.

We interviewed a wide cross-section of major hotel partners, global distribution systems, OTAs (online travel agencies), and independent hotel booking sites to delve into the veracity of both rumors.



Jumping Ahead to the Next Generation of Product Key Business Impact

In the end, Fuld was able to dissect the situation, revealing which claims were hype and which were real. As it turned out, the fast-growing competitor had indeed made advances that gave its product a temporary edge, but the advantage was not as large as feared, and it certainly was not insurmountable. The detailed findings enabled our client to map out a manageable timeline for responding to real threats. At the same time, the client worked on developing its own proprietary data solutions – solutions which proved to be superior to those of the over-promising and underperforming competitor.



Collaboration is the Key to Success The Fuld Review

Due to the vast scope of the assignment, the client was often tempted to request additions and new areas of exploration. In many cases, the Fuld + Company team could accommodate such requests, and the end product was improved as a result. However, in a few instances, the client strayed into areas that did not meet its original criteria and created distractions. These digressions were not highly problematic, but simply reflect the importance of working together to stay on task, which can be challenging on a project with such a broad scope.



Think a similar solution could work for your organization?

CONTACT US fuld.com/solutions


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NORTH AMERICA

Global US Headquarters 131 Oliver Street , 3rd Floor | Boston, MA 02110 | USA | +1 617 492 5900

EUROPE London: 20 Conduit Street | London W1S 2XW | United Kingdom | +44 (0) 7659 6999

ASIA PACIFIC Manila: 3402 One Corporate Centre | Julia Vargas cor. Meralco Ave. | Ortigas Center, Pasig City | Philippines | +63 (0) 706 3292

About Fuld + Company

WHO WE ARE

Since 1979 Fuld + Company have pioneered competitive intelligence, and today we work with leading companies worldwide to deliver the competitive and market insights they need to make better business decisions. We don’t rest on our history and past successes. This means working hard to deliver uncompromising analysis that generates sound advice and earns us enduring partnerships with our clients.

WHY CHOOSE US

We are driven to expose our clients to insights about their industry, their competition and a changing market; designed to help avoid surprises and industry shocks. Through deep research, penetrating analysis and strategic gaming + advisory expertise, our team of professionals help you identify and solve tactical and strategic challenges. We help reduce the risks associated with business-critical decision making.

COMPETITIVE + MARKET INTELLIGENCE

Competitive + Brand Insights

War Games / Competitive Simulations

Market Analysis, Share + Sizing

Supply Chain Mapping

GO-TO-MARKET STRATEGY

Brand + Product Positioning / Launch Support

Product Portfolio Roadmap

New Market Entry / Segmentation

Value Chain Analysis

Life Cycle Management

Win / Loss Bid Support

CORPORATE STRATEGIC PLANNING

Early Warning + Scenario Planning

Sales Force Effectiveness

Merger/Acquisition + Licensing

Innovation Strategy

Business Model / Industry Convergence



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Date post:	20-Jun-2015
Category:	Travel
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Competitive Assessment in Demand Management Software for Hotels

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