holistic approach to customer centric revenue management

Holistic Approach toHolistic Approach toCustomer CentricCustomer Centric

Revenue ManagementRevenue Management

Xavier HALBIXavier HALBIHead of Revenue & StrategyHead of Revenue & Strategy

Hyatt Regency DubaiHyatt Regency DubaiHotel & GalleriaHotel & Galleria

Product Focused !Product Focused !• What is our industry?What is our industry?• Definition of “Hospitality Industry”:Definition of “Hospitality Industry”:

– Hospitality Industry: Hotel, motels, inns, or such businesses Hospitality Industry: Hotel, motels, inns, or such businesses that provides transitional or short-term lodging, with or that provides transitional or short-term lodging, with or without food – without food – WikipediaWikipedia

• Hospitality words disappeared from Hoteliers’ Hospitality words disappeared from Hoteliers’ vocabularyvocabulary

• Most Hotel Chains are now publicly listed Most Hotel Chains are now publicly listed companiescompanies

• Customer- focus has been lostCustomer- focus has been lost

Why do customers come/back?Why do customers come/back?

• PricePrice• LocationLocation• Choice of productsChoice of products• ServiceService• Recognition (loyalty Program)Recognition (loyalty Program)• Recognition (employees)Recognition (employees)• ……

Focus on the Product ?Focus on the Product ?

• What is our core business?What is our core business?• Definition of “Hospitality”: Definition of “Hospitality”: www.Dictionary.reference.comwww.Dictionary.reference.com

1. The friendly reception and treatment of guests or strangers1. The friendly reception and treatment of guests or strangers2. The quality or disposition of receiving and treating guests 2. The quality or disposition of receiving and treating guests

and strangers in a warm, friendly, generous wayand strangers in a warm, friendly, generous way• Hospitality Synonyms: Hospitality Synonyms: www.thesaurus.comwww.thesaurus.com

– Amiability, cordiality, friendliness, generosity, warmth, …Amiability, cordiality, friendliness, generosity, warmth, …

A pretty New … Old Definition:A pretty New … Old Definition:

The art of receiving guests in a warm, cordial manner The art of receiving guests in a warm, cordial manner to make their stay as comfortable as possibleto make their stay as comfortable as possible

So… what are we selling now?So… what are we selling now?

AnAnEXPERIENCE ! ! !EXPERIENCE ! ! !

Focus on …Focus on …• ““The End justifies the Means”The End justifies the Means”

• ““The Means justifies the End”The Means justifies the End”

Money

Customers

Service

Staff

the Process !the Process !

CustomersCustomers

• Who are our Customers?Who are our Customers?– ConsumersConsumers– EmployeesEmployees– ColleaguesColleagues– OwnersOwners

• Know your Customers’ ProfileKnow your Customers’ Profile

Know your Customers’ ProfileKnow your Customers’ Profile• ConsumersConsumers

– Booking patternsBooking patterns– Price sensitivityPrice sensitivity– Purpose of VisitPurpose of Visit– Consuming & Spending habitsConsuming & Spending habits– NeedsNeeds– Geography of OriginGeography of Origin– Cultural HabitsCultural Habits– Additional Revenue Potential GeneratorsAdditional Revenue Potential Generators– ……

Know your Customers’ ProfileKnow your Customers’ Profile• EmployeesEmployees

– Cultural HabitsCultural Habits– Individual NeedsIndividual Needs– Motivational FactorsMotivational Factors– ……

Know your Customers’ ProfileKnow your Customers’ Profile

• ColleaguesColleagues– CharacterCharacter– Motivation to workMotivation to work– Individual NeedsIndividual Needs– Cultural habitsCultural habits– ……

Know your Customers’ ProfileKnow your Customers’ Profile

• OwnersOwners– CharacterCharacter– Attention SpanAttention Span– FocusFocus– Cultural HabitsCultural Habits– ......

……Other CustomersOther Customers

• Your BossYour Boss• Third Party ClientsThird Party Clients• OTAOTA

What is Needed …What is Needed …

• New Culture in our businessNew Culture in our business… … from Bottom, up to the Topfrom Bottom, up to the Top

• CRM implementationCRM implementation• Employee Satisfaction SurveysEmployee Satisfaction Surveys• 360 Feedbacks360 Feedbacks• Reply to Guest CommentsReply to Guest Comments• Include Guest Scores into the ScorecardInclude Guest Scores into the Scorecard

In SummaryIn Summary

• You can replicate the ProductYou can replicate the Product• You can not replicate the ServiceYou can not replicate the Service• Blue Ocean Strategies are based on ProcessBlue Ocean Strategies are based on Process• The Product will take care of itself…The Product will take care of itself…

focus on the Processfocus on the Process

Thank youThank you

Xavier HALBIHead of Revenue & Strategy

Hyatt Regency DubaiHotel & Galleria