Distribution

Thomas Cook: Industry mourns collapse of iconic travel brand

Sep 23, 2019 / Thomas Cook
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Shutterstock

The travel industry today reacted to the collapse of Thomas Cook with an emotional mixture of dismay and a determination to provide support wherever possible.

Many took to social media to express their shock and regret at the passing of one if the most well-known names in the sector.

The Travel Network Group CEO Gary Lewis said: “Thomas Cook is the oldest brand in travel but it is their people and our friends we are really thinking of today.

While the majority of package holidays are protected by Atol, many customers who have booked flight only will not be afforded that same kind of protection.

Thomas Cook CEO: Every avenue and beyond explored to try to save business

Personalization

Personalization: Work of genius or an unwanted affront to personal privacy

Sep 23, 2019 / Guest Experience
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Shutterstock

For laser-targeted, highly personalized marketing campaigns, a fine line of demarcation exists between being considered a work of genius or an unwanted affront to personal privacy.

A recent Phocuswright travel research article, Offer Personalization: What Variables Set the Context, found that that line is independently drawn by each individual, and not controlled by the marketer.

Context is everything when it comes to personalization. However, without quality data, reliable system integration and relevant, creative messaging, the prospect of understanding and effectively communicating within a contextual construct is considerably more challenging.

Revenue Management

Managing RevPAR for profits

Sep 23, 2019 / Data
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Shutterstock

To assist revenue managers, CBRE Hotels Research analyzed the impact of the components of RevPAR (occupancy and ADR) on changes in profits.

Per the name, the historical role of revenue managers has been to maximize revenue - specifically rooms revenue or revenue per available room. RevPAR growth is achieved by increasing occupancy and/or average daily rates.

Basic economic theory says that prices influence changes in demand (rooms occupied). Depending on the date and market conditions, an increase in ADR typically tends to mute or reduce changes in demand. Conversely, a lowering of ADR will most likely stimulate demand and increase occupancy. Historically, revenue managers have adjusted ADR to find the best mix of occupancy and ADR that will maximize RevPAR.

In recent years, the role of the revenue manager has expanded. Revenue managers are now charged not to just maximize revenue, but profits as well.

Advertising

Google overhauls advertising business

Sep 23, 2019 / Google
Google
Google

The company is shaking up it’s organizational structure, which will impact everything from consumer privacy, ad fraud, measurement, as well as how ads are bought and sold.

The organizational restructuring will focus on four key areas: Privacy and user trust; measurement; the buy-side, or how marketers purchase digital ads; and the sell-side, or how publishers sell their ads, Google says.

Breaking up the buy-and-sell-side within Google could be seen as a move the tech giant is making to better position itself against lawmakers who are calling for antitrust investigations.

However, Google says the new strategic structure was made in order to unify its teams across its litany of products and focus on its four most critical areas.

Distribution

The three steps to building a future-proof distribution budget

Sep 23, 2019 / Triptease (sponsored)
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Shutterstock

It's that time of the year again - budgets. Now is a great time to recalibrate the tactics and strategies you deploy on all your channels to achieve the performance you need.

Budget allocation can shape your hotel's strategy for the year ahead, and set the tone and expectations for what you deliver. That's why building the distribution plan that's right for your hotel is crucial.

Here are three key considerations to have when allocating your budgets for the upcoming year.