hotels &resorts community association management · whatis googleadwords googleadsis an online...
TRANSCRIPT
accessHOTELS &RESORTS
COMMUNITY ASSOCIATION MANAGEMENT
1
CREDIBILITY. INTEGRITY. EXPERTISE.
accessMANAGEMENT
Presentsto:
February 2020
2
Overview ofAccess
4
Our Mission
We are dedicated to maximizing the value of hotel owners assets
Through market and operational analysis, capital expenditure planning, and strategic asset positioning, we optimize market
penetration and control costs to maximize ROI
5
a
Access Hotels & Resorts
is a full-service
hospitality management
and consulting
firm specializing in hotel,
project and asset
management
a6
Our leadership team
possesses a remarkable
combined one hundred years
of experience in the industry
Development
Management
Digital Marketing & SocialMedia
Repositioning
Strategic Leadership
Acquisition
Renovation
Clients & Guests
Trusted partners to hotel owners, developers and investors
Branding
7
150+ Communities
45,000+ Single Family Units
Clients are Top 10
National Builders
Average RevPAR index over 100%
Awarded TripAdvisorCertificate of Excellence
Corporate staff of 14 with
800 associates
Hotel & ResortManagement
Residential Management
Our Company
Corporate staff of 25
with 150 associates
16 hotels & 5 restaurants
a
8
ProfitableProficient
Flexible
Successful
Our offices are
located in
Celebration,
Sarasota, Florida
and in New York
City
Operated in the
top 10
Metropolitan
Statistical Areas
(MSA)
Successful 14 year
operating track
record
Our Company
Accessible
9
Experienced
Our Employees
commitment to excellence helps us achieve extremely high “intent
to return” and “intent to recommend” ratings for guest service and
focused management
Our Team Members
helped our company achieve recognition as a top 100 hotel
management company by Hotel Management Magazine and
Hotel Business Magazine
Our Key Leaders
have operated major branded hotels including Hilton, Starwood,
IHG, Sheraton, Choice and Marriott and have branded, de-
f lagged and repositioned over $750 million in assets
Our Team
10
Effective Creative Unique Detailed Experienced
“Our leaders are
available and
involved in every
aspect of our
property. Their
unlimited daily
support helps usbe
effective.”
– Dustin Walker,
Food & Beverage
Director
“The Access
Difference fostersa
creative
environment for
each property to
showcase it’s own
identity.”
– Daniel Wilgus,
Front Desk
Supervisor
“At the end of the
day, it’s those
unique
experiences that
keep our guests
returning time and
time again.”
– Jared Kovach
Saalman, Catering
Sales Director
“I now possess a
whole new
mindset of how to
make every minor
detail of our
property a part of
the large
experience that
competitors just
can’t offer.”
– Rosie Orzco,
Housekeeping
“The senior
leadership team
brings many years of
experience which is
how to set a
competitive edge in
any market”
– Nick Knight,
General Manager
What Our Team Says
11
Increased profitability
of assets
Continuous increase
in RevPAR index
Extensive knowledge
of branded and
independent hotel
management
Comprehensive Experience
Demonstrated
success rebranding
and repositioning of
assets
Concurrent successful transition and rebranding of multiple urban hospitalityassets
Consistent high “intent
to return” ratings
12
Success in creating an
employee culture focused
on excellent service
Current Portfolio in the U.S. andCaribbean
13
Hotel Spero – SanFrancisco, California
TheMarker– San Francisco,California
Hyatt Centric– Koreatown/LosAngeles,California(underdevelopment)
DistriktHotel – NewYork,NewYork
Distrikt Hotel – Pittsburgh, Pennsylvania
414 – New York, New York
TheSetonHotel– NewYork,NewYork
Roaring Brook Ranch Resort – Lake George, New York, York
MerrionRow Hoteland PublicHouse– NewYork,NewYork
TheKenilworthInn – Kenilworth,New Jersey Holiday Inn Express – Laurel, Maryland
Trumbulland Porter– Detroit,Michigan
The Inn at 97Winder– Detroit,Michigan
RiversideHotel,anAscendHotel– WestChesterfield, New Hampshire
The Inn at Thorn Hill & Spa – Jackson, New Hampshire
Palaceat Playa Grande– Rio San Juan,DominicanRepublic
Holiday Inn Express & Suites – Laurel Maryland
Hyatt Centric
Hyatt Korea Town Centric & Residence
Los Angeles
200 GuestRooms and 200 Residences
Projects in Development
14
Successful Asset Management
15
Successful Asset Management
16
Successful Community Management
17
A Few Of Our Communities:
Promenade at Palmer RanchGrand Palm MasterIsles of Collier PreserveCarlisle ResidencesWaterleighFour Seasons OrlandoMeadow RidgeSullivan RanchPromenade CondosLake BluffFountain ParkWindermere SoundCottages of San LorenzoBeach Club HallandaleMilanoOle at Lely ResortIndigo at Lakewood RanchCovington ParkResidences at DellagioMitchell CreekThe PreserveSilverleaf NeighborhoodCopperstone MasterCopperstone Townhomes
DemonstratedResults
18
8 yearsof success• Increased market awarenessof assets
• Transitioned abranded hotel to an independentproperty
• Built aunique culture
• Establishedan individual identity andstory
• Created deeper synergy between hotel andrestaurant
• Built aneffective management team with longevity
• IncreasedRevPAR penetration
• Significant Net OperatingIncomegrowth
• Managed renovation with minimalbusinessinterruption
• Re-namedandrepositioned hotel while drivingADR
• Enhancedvaluecreationof asset
Our Valued Partnership
19
TransitionProcess
20
3
• Market Analysis
• Sales & Marketing
Strategy
• Name, Culture & Story
• Website Design&
Approach
• E-Commerce & CRM
• Marketing Automation
• Social Media Sciences
• Direct Sales Action
• Public Relations&
Reputation
Management
• Community Awareness
& Corporate Citizenship
• Revenue Management
• Property Management
System
• Reservation Systems/GDS&
OTA Connectivity
• Sales & Marketing System
• RMS System
• CRM & DigitalMarketing
• POS
• Accounting System
• Guest Recovery
• Payroll
• Credit Card Processing
• Hospitality Maintenance
Software
• Zero Based Budget
• Labor Controls and
Standards
• M3 Accounting Platform
• Checkbook Accounting
• Inventory Control
• Insurance, Permits&
Licenses
• Labor and Overtime
Reports
• Internal Audits
• Cash Flow Analysis
Transition Elements
• Orientation
• Rehire / Onboarding
• Restructuring
• Staffing Efficiencies
• Employee Documentation
• Union Personnel
• Employee Benefits
• Employee Recognition
• Incentive Programs
• WellnessPrograms
HOTEL
RE-POSITIONING
21
EMPLOYEE
INTEGRATION
SYSTEM
INTEGRATION
FINANCIAL
CONTROLS
Association Management
22
MANAGING ON THE GO!
Our managers use a robust mobile management application that runs on a surface pro or laptop! This means your manager, maintenance, and staff members can manage your community data quickly and efficiently while on property. Some of the benefits include:
FASTER
• Completing inspections faster, allowing staff to save more time and focus on your residents.
EASIER
• Easy to view and create new tasks (work orders, violations, ARC requests) from any owner record.
TRANSPARENT
• Track the full history of homeowner communications so our team and your board is always prepared.
MODERN
• Powered by Google Maps with geo-positioning tools that identify open tasks near your location.
Management Software
23
Customer Service
24
Frequent Homeowner Requests & Response Times
MaintenanceEmergency
Work Orders &Landscaping
Phone Calls &Text Messages
Emails &General Requests
All maintenance emergencies will be
responded to within 30 minutes using the after-
hours emergency number.
Average Response
Work orders and landscaping requests
are responded to within 24 business hours after
submission through IssueTrak
Average Response
Phone Calls and text messages are typically
responded to by the end of the business day.
Average Response
Emails and general non-emergency requests will be responded to within
24 business hours.
Average Response
30MIN
24HOURS
4HOURS
24HOURS
515 Report
25
AccessConnect
26
Push to mobile app, text,
email and web with one
touch
Smart Calendar
Schedule events, track
attendees, and automate
reminders
Pay Assessments
View account balance and
schedule payments
Reservation System
Allow residents to request
and auto-schedule use of
amenities
Boards/Committees
Connecting community
decision makers and their
documents
Dynamic Forms
Create online forms to send
to residents
Multi-Platform Messaging
90 Day Plan
27
Meetings
• Attend Initial Board Meeting
• Establish Board Meeting Schedule
• Attend Committee Meeting & review Charters
• Attend Meeting with Board to review transition
Covenant Enforcement (If Applicable)
• Issue Reminder of Top 10 Violations
• Review Pending Violations/Fines
• Perform Weekly Inspections
• Review & Finalize Fine/Violation Policy
Communications
• Community Newsletter/Calendar
• Setup E-blast to Homeowners/Residents
• Schedule Meet & Greet
• Setup Community Website/Forms
Policy Development
• Rental/Tenant Screening Policy
• Architectural Modification and Alteration Policy &
Guidelines
• Access Control & Security Policy
Accounting
• Review of Last Audit and Expenditures
• Review of Delinquencies
• Selection of New Collection Attorney, if necessary
• Review and revise (as needed) Written Collection
Policy
• Review & Discuss Reserve accounts
• Review Investment Opportunities
90 Day Plan
28
Maintenance
• Review of Vendor Contracts/Insurance
• Establish Vendor Meeting Schedule
• Complete Property Evaluation
• Contract Matrix
• Ensure Vendor Insurance and Compliance
• Review of Deferred Maintenance
• Draft of Preventative Maintenance Program
Human Resources
• Introduction of Access Management
• Complete Initial Employee Orientation
• 30 Day Employee Evaluation
• Schedule 90 Day Employee Evaluation
Sales & Marketing
29
E-Commerce & CRM
WEBSITE
PPCSEARCH ADS
BLOGGING
DATABASEMARKETING
BANNERADSSOCIAL
NETWORKS
REPUTATIONMANAGEMENT
LINKING
SEARCH OPTIMIZATION
Customer Acquisition
Customer Loyalty
35
Digital Marketing
6 Stage of Customer Journey
We set up marketing tactics/ strategies on eachstage.
36
Digital Marketing Strategies
• Top of Funnel effort
• Sojern (ProgrammaticAD)
• Social Media
• Branding email campaign
• Middle of Funneleffort
• Google AdWords: Long tail/ non-branded
• Promotional email campaign
• Meta SearchAd
• OTAAdvertisement
• Bottom of Funneleffort
• Google AdWords: Branded Keywords
While top funnel does not have high ROI, it is important to
spend on top funnel.Without properspendingon top funnel,we
are going to lose impression share. As a result, we may have
higher conversion, but lowerrevenue.
MarketingFunnel
37
E-Commerce – Digital Marketing
AstrongSEO focus
including thoughtfully
curated keywordlist
Targeted display and remarketing
plan
Engaging socialmedia platforms
Consistent email
distribution with
compelling offers
Complete tracking
includingweb traffic, call monitoring
and attribution
38
Digital Marketing Strategies
Attribution continues to be an issue forthe travel and tourism industry as travelers hop across devices
and sites during their journey. Currently, we are using last click attributionmodel.
Guest searched “Hotel near union square” on Google, and clicked Expedia Google AdWords > Got to Expedia, and foundHotel
Spero because of Expedia TravelAD > Go to TripAdvisor to read review check pictures, but back to work> saw Sojern
Advertisement > Use Chrome search bar to search “Hotel Spero” > Land on Hotel Sperowebsite.
Last Attribution = GoogleAdWords.
39
Digital Marketing Strategies
What is GoogleAdWords
Google Ads is an online advertising platform developed by Google, where
advertisers pay to display brief advertisements, service offerings, product
listings, video content, and generate mobile application installs within the
Googlead network to webusers.
GoogleAdWords
40
Digital Marketing Strategies
Programmatic Advertisement Campaign
Revenue JAN FEB MAR APR MAY JUN JUL AUG
2019 $9,777 $18,470 $21,759 $12,136 $9,152 $10,023 $16,127 $32,330
2018 $0 $5,453 $13,693 $8,737 $6,920 $6,105 $13,732 $11,735
0.00% 238.71% 58.91% 38.90% 32.25% 64.18% 17.44% 175.51%
HotelSpero
HotelMarker
41
Digital Marketing Strategies
Upsell by TextService
42
Digital Marketing Strategies
Life Style Photo
Serves as a platform to exert hotels’ brand images to
hospitality professionals, LinkedIn is used to promote and
share news of hotels to former and prospective clients, and
to publish andadvertise new job openings.
• Post regularly about press articles of the properties,
inspirational stories, as well as employment
opportunities.
43
Digital Marketing Strategies
TripAdvisor
Ranking Number ofHotel
Merrion Row Hotel and Public House – New York, New York 4 507
New York Home2Suites - Long Island City, New York 2 37
The Inn at 97 Winder – Detroit, Michigan 2 11
Hotel Spero – San Francisco, California 46 244
Riverside Hotel, an Ascend Hotel – West Chesterfield, New Hampshire 4 20
Holiday Inn Express – Laurel, Maryland 4 16
The Inn at Thorn Hill & Spa – Jackson, New Hampshire 1 4
Sheraton Grand Nashville 48 185
The Marker – San Francisco, California (Transition on 05/15/19) 76 244
The Seton Hotel – New York, New York 207 607
Distrikt Hotel – New York, New York 221 607
Trumbull and Porter – Detroit, Michigan 19 37
Roaring Brook Ranch Resort – Lake George, New York (Under Renovation) 62 90
Park Manor Hotel – Clifton Park, New York 8 10
44
Digital Marketing Strategies
Social Media
BrandingGuide
45
Digital Marketing Strategies
Serves as a creative and inspirational platform, Instagram posts will be graphic-centric and served as a visual tool for
travelers.
• Establish color palette; retouch images to match color palette or to fit within white frames in order to maintain
brand look.
• Designandpublish imagescollages to createsimilar color tone andmaintain profile to be visually cohesive.
• Send authentic message to Instagram users and followers with unedited and genuine images or videos via
InstagramStory.
The voice of our Facebook platforms aims to be casual, warm, and welcoming. Light use of graphic symbols and emojis to
maintain the lighthearted, yet gracefully feminine side of the brand. Platform will be used to promote events and attractions
of Nashville.
Serves as a platform to exert hotels’ brand images to hospitality professionals, LinkedIn is used to promote and sharenews of
hotels to formerandprospective clients,and to publishandadvertise new job openings.
• Post regularlyaboutpressarticlesof the properties, inspirationalstories, aswell asemploymentopportunities.
46
Digital Marketing Strategies
Instagram vs. Facebook
• Instagram is graphic-central and reflects brandstyle.
• Facebook is information driven and reflects brand
message.
47
Digital Marketing Strategies
: SanFrancisco
: @hotelspero| 495
:Hospitality;
InstagramProfile
FollowersIndustry
Lodging & RestaurantHeadquarters
Profile Goal• Content choice–
• Stylized images with high exposure and colors that fit within brand
color and color palette identified throughout thehotel
• 30 Day Content Planner for Instagram
48
Digital Marketing Strategies
: SanFrancisco
:@themarkersf|
:Hospitality;
InstagramProfile
1,262 FollowersIndustry
Lodging & RestaurantHeadquarters
Profile Goal• Content choice–
• Tasteful images with white frames and vibrant colors thatmatch
brand color and color palette identified throughout thehotel
• 30 Day Content Planner for Instagram
49
Direct Sales Action
Direct Sales Action:
• Engage in Global Account Qualification
• Creative Marketing, collateral and promotions to enhance
marketing for larger groups. Example… “The TaylorTwo”
• Active participation with Nashville Travel Association/ CVB for
Sales Missions and Tradeshows for maximum exposure
• Target Call Centers of consortia.
• Tour Connections Tradeshows for Entertainment Market
• Weekly Sales Calls and Prospecting Goals
• Quarterly Sales Blitzes
• Prospecting Arrivals List to develop and enhance current business
• Lucrative bonus program to recognize teamsuccess
50
Rx
• Bridgestone/Firestone
• Tractor Supply
• Lifeway Christian
Resources
• CorrectionCorporation
of America
• Caterpillar
• Amsurg
• Verizon Wireless
• Become a “Brand
Champion” of
NashvilleConvention
and Visitors
Corporation
• Block properly as
hotel tends to lose
rooms as thecloser
hotels have
availability
• Attend FAM Trips –
Attend MonthlyDOS
Meetings
• Pfizer
• McKesson
• HCA
• NationalHealthcare
Corporation
• Vanderbilt
• Tri-Star
• Leverage
preferred
partnership with
HotelBeds
• Bonotel Travel
• Dynamic pricing
strategy
• Book My Group
• Road Rebel
• Odysses Unlimited
• Fox Word Travel
• Trafalgar
• GTA
• Tourico
• Premium rate
or blackout
dates over
citywides
• Set up FAMS for
largest producers
to visit hotel –
Helms Briscoe,
ConferenceDirect
• Convention
Services
International
• World Travel, Inc.
• EventLogistics,
Inc
• WellPlanned
Events
• Adelman Travel
Direct Sales - Key Market & Industry Segments
Case study
BusinessTransient Citywide Pharmaceutical Tour & Travel Third Party
51
Short & Longrange
media plan
Pre and postmedia
events (Hotel and
F&B angles and
themes)
Fully vetted
bloggers and
journalists for spin
relevance and
impact
Key components of the plan
Public Relations & Reputation Management
Cultivate a relevant
mix of innovative,
celebrity and hip
audience journalists
impacting hotel,
travel and food
writers
52
• Implement philanthropy such as
matching gifts programs,
community volunteering, donations
to local shelters and food banks
• Highlight sustainability initiatives
such as food waste management,
recycling, Make a Green Choice
program and the use of non-
chemical cleaning solutions
Community Awareness Corporate Citizenship
53
Revenue Management
54
REVMAXmeetings to ensureadherence
to rateguidelines
Create ratecalendar for base
Identify needs periods in
conjunction with areavenues
Establish roomtype categories to
merchandiserates
Create new up-sellingopportunities
Educatedistribution channel staff
Maximizerate yielding
opportunities
Train front officestaff for up-selling
Integrate direct sales withrevenue
management
Createyield program
Use dynamicpricing and packaging to
maxrevenue
Research revenue management
automationsystems
Createa strategic revenuemanagement team focusedon yielding the hotel by concentrating on
identifying competitive rates, building the optimum market mix and up-sellingtechniques.
Keycomponents of the planinclude:
Revenue Management Program
55
Booking
• Dynamic Packaging
• Up-selling
opportunities
through eStandby
• Splashpage
marketing
• Slash pricing and
discount off
promotions
• Email confirmation
with unique upgrade
offers
• Dedicated travel
agent landing and
press pages
• Unique promotions
to increase bookings
Global
Distribution
Systems4 GDS Channels
representation
through positioning
• Amadeus
• Sabre
• Worldspan
• Galileo
Revenue Management DistributionStrategies
GDS Media
Initiatives
• Participate in or
create loyalty
programs
• Targeted initiatives
to unique IATA
accounts for
transient, business
and leisure
CRO/Voice• All ReservationCall
Centers available
24/7
• Dedicated toll-free
line
• Monthly incentive
programs
• Access reservations
standards and
training
• Participate in click
and call to further
support customers
that are online
Online
Travel
Agencies
• Expedia
• Hotwire
• Booking.com
• Hotels.com
• Egencia.com
• Venere.com
56
Revenue Management Tactics
SAV
ING
S
Standard Branded Packages & Promotions
STRShare ShiftAnalysis
Dynamic PackagingStrategy Meeting Agenda, Tools & Reports
ForecastingTools
Dynamic Pricing based on day of week arrival
Daily, Weekly, Monthly Pace Reporting
Competitive Price PositioningAnalysisTransient & Group Pricing Guidelines
Pick-up Reporting
Amodel of betterresults
Increase ADR, ALOS and AOV by finding prospects that mirror your best
guests
57
Revenue ManagementCompletive Set/ MarketAnalysis
58
Revenue Management
Conduct manual rate check 2 time a week to make
sure our rates are parity on Meta search
Rate Parity
We offer “Make a green choice” program, AtHotel
Spero ad The Marker in San Francisco.
F& B revenue
59
TheAccessDifference
• Complete accessibility to our associates, owners, investors,
clients, residents, guests and vendors
• Honesty and transparency
• The level of care and attention from our team with
personalized service
• Strategic leadership who “manage by walking around”
which means we listen and respond to take effective action
• Hire, train and cultivate talented people who care, making
us an employer of choice
• Hands-on, we are your team!
• Experience in key markets
• Timely and accurate reporting
• Outstanding financial results
The Access Difference
Hospitality Is Our Foundation, Your Happiness Is Our Focus.
Thank you!
accessHOTELS &RESORTS
ACQUISITION & TRANSITION a