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1 The Innovation Mind Set Hospitality Success in the Digital Age Presented by: Jason McDonald April 9, 2016
| Date post: | 15-Apr-2017 |
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The Innovation Mind Set
Hospitality Success in the Digital AgePresented by:
Jason McDonaldApril 9, 2016
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Open Innovation
“a paradigm that assumes that firms can and should use external ideas as well as internal ideas, and internal and external paths to market, as the firms look to advance their technology.”
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Uber
•7 year old company •More than 60 countries •More than 300 cities•More than 150K Drivers
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You
•74% of bookings come from OTAs
OTA74%
Online Direct26%
OTA includes a small amount of other online intermediaries such as tour operators and wholesalers.
Phocuswright & h2c Research OTA vs. Direct – Online Revenue Share European Hotels
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Your Mindset
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Step 1 – Promote Team Synergy
Booking System
Bell Hop
Front Desk
House Keeping
Room Service
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Step 1 – Promote Team Synergy
Advertising DirectMarketing
WebSEO/SEM
PublicRelations Email
SocialMedia
Sales
Events
CallCenter
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Step 2 – Proactive Diagnosis
1. Regular strategy and technology audits 2. Guest touch point analysis3. Regular Smarketing meetings4. KPI Dashboards
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Step 3 – Acquisition Mindset
http://www.free-power-point-templates.com/articles/tag/early-adopters/
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Micro Open Innovation
Acquisition Mindset
Proactive Diagnosis
TeamSynergy
New Mindset
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Trouble in Paradise
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MM J S N J MM J S N J MM J S N J MM J S N J MM J S N J MM J S N J MM J S N J MM J S
2008 2009 2010 2011 2012 2013 2014 2015
Revenue Index12-‐month moving average
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Marketing Audit – Topline
⇑ Competitive marketing budget⇓ Low awareness⇓ Using 7 different outside firms
⇑ Quality database⇓ Not used effectively
⇓ Underperforming website ⇓ Increasingly OTA dependent ⇓ TripAdvisor (#29 of 43)
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Marketing Directives
1. Significantly increase revenue2. New responsive website3. Rank among top 10 on TripAdvisor4. Embrace a new mindset
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Email Marketing
• Relationship building and promotional communications• Targeted messaging, direct marketing best practices• Above average engagement• Trackable direct revenue
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Revenue Doubled With Their New Mind Set
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M M J S N J M M J S N J M M J S N J M M J S N J M M J S N J M M J S N J M M J S N J M M J S
2008 2009 2010 2011 2012 2013 2014 2015
Revenue Index12-month moving average
+96%
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Doubled Web Traffic
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Users Page Views
Website Performance Index
FY2012-‐13
FY2013-‐14
FY2014-‐15
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Driving Direct Bookings
54%
39%
72%
0%
20%
40%
60%
80%
Total OTA Direct
Revenue Share IncreaseFY2014-‐15 vs 2013-‐14
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Conquering TripAdvisor
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Micro Open Innovation
Acquisition Mindset
Proactive Diagnosis
TeamSynergy
New Mindset
