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Venky Rangachari CTO, Wyndham Hotel Group

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Venky Rangachari

CTO, Wyndham Hotel Group

Wyndham Worldwide is one of the world’s largest hospitality companies

with over 3.8 Billion of Net Revenues(1) in 2009

World’s largest vacation exchange

network and one of the largest

global marketers of vacation rental

properties

More than 65,000 properties in

approximately 100 countries

33% of WYN’s 2009 combined

segment EBITDA(2)

World’s largest hotel company, based

on number of hotels

World’s largest lodging loyalty

program, based on participating hotels

Nearly 7,200 hotels and

approximately 606,000 rooms

98 million room-nights sold in 2009

Nearly 8% of U.S. hotel room supply

20% of WYN’s 2009 combined

segment EBITDA(2)

World’s largest vacation ownership

developer and marketer

More than 155 vacation ownership

resorts with approx. 20,000 units

throughout North America, the

Caribbean and South Pacific

More than 820,000 owners of vacation

ownership interests

47% of WYN’s 2009 combined segment

EBITDA(2)

(1) Includes Corporate and Other

(2) Combined segment EBITDA percentages calculated excluding Corporate and Other

Wyndham Worldwide Overview

Wyndham Hotel Group franchises hotels in the upscale, midscale,

economy and extended-stay segments of the lodging industry and

provides property management services to owners of luxury and

upscale hotels

Wyndham Vacation Ownership markets and sells vacation

ownership interests to individual consumers, offers consumer

financing in connection with the sale of vacation ownership

interests and provides property management services at resorts

Wyndham Exchange and Rentals provides vacation exchange

products and services to owners of intervals of vacation ownership

interests and markets vacation rental properties primarily on behalf

of independent owners

Wyndham Worldwide Overview

Wyndham Hotel Group is the largest hotel company in the world*

# of Hotels # of Rooms

Wyndham Hotel Group 7,000+ 590,000+

Choice Hotels International 5,827 472,526

InterContinental Hotels Group 4,186 619,851

Best Western International 4,000 305,000

Accor 3,982 478,975

Hilton Worldwide 3,265 545,725

Marriott International 3,178 560,681

Carlson Hotels Worldwide 1,013 151,077

Starwood Hotels & Resorts Worldwide

942 284,800

Top Worldwide Lodging Franchisors

Source: Hotels magazine, June 2009, Top 50 Hotel Companies

*By number of hotels

Competitive Landscape

Apollo recommendations developed through a thorough, phased process...

Create factbase and

identify highest potential

opportunities

Develop business case

for each opportunity

Build

transformation

roadmap

Analyses conducted:

Assessed current financial

state of business

Conducted interviews with

WHG staff and customers

to identify pain points

Mapped structure of IT

systems

Conducted deep dive into

five identified

opportunities:

Brand.com

CRS Evolution

Right Rate

OTA

International

Identified root causes,

developed

recommendations, and

modeled financial impact

of recommendations

Determined

sequence of

initiatives within

each Mission

Created overall

roadmap across all

Missions and

identified

interdependencies

/ risks

Modeled near-term

P&L impact

Business Transformation• Introduced Apollo as

the Business Transformation Initiative

• Created a visual roadmap to explain components

• Created metrics to measure progress

7

What is our WHG Moon?

8

Apollo has seven new Missions...

Compete effectively

through CRS evolution

Create a stable Internationalplatform for longer-term

growth

Deliver the Right Rate at the right

time

Improve connectivity and product offering

on OTAs

Improve contentto enhance

conversion across all channels

Drive conversion on

Brand websites

Streamline service delivery model to deliver

cost effective contact center

experience

9

Drive conversion on Brand websitesOpportunity

Improve consumer experience on Brand websites to increase conversion

on WHG's largest, fastest growing and most profitable channel

The situation

Brand websites are a significant, growing and profitable channel today,

but conversion lags competitors

Many consumers not satisfied with brand website experience and thus

less likely to book

On the website, 20% of overall visitors rated their experience as Fair or

lower

Average WHG brand website conversion of ~5% lags competitor average of

10%

Brand websites lag competitor hotel and OTA sites in both:

User content

Guest shopping experience

Last major upgrade to Core websites in 2006

10

The OpportunityOf consumers intending to book a reservation, those who rate the website

good or better booked 2.4 times more

40%

75%

+35%

(2.4x)

51

26

60

25

0

20

40

60

80

100

% of respondents who intended to make a reservation

No I did not

Started

but stopped

Yes I did

Consumers with a good or better rating

14

Consumers with a fair or lower rating

24

Phased Delivery & Cross-Mission Dependencies

• The “Phased Delivery” Approach– “Big-bang” deployments are difficult to execute

• Test and Learn

• Understanding cross-mission dependencies and design release schedules around them

– Focus on deliverables associated to the highest NPV and deliver them in logical phases

• EXAMPLE: Brand.com will deliver critical conversion elements via a “rolling approach”

Phased E-commerce approach

• Phase I segmentation

• Phase II Creative Design

• Phase III Functionality

• Build Metrics & evaluate decisions at every phase.

1. Change one thing at a time in order to measure conversion impact

2. Release little and often in order to ‘test and learn’ what drives conversion

3. Constant ‘tuning’ to maximise conversion

4. Relentless focus on metrics around speed, booking path and traffic sources to drive conversion

eCommerce Operating principles –“test and learn”

Passionate

Adventurers

Casual Weekend

ExplorersTravel MinimizersLoyal Road Warriors

Budget-Conscious

Planners

An individual’s Hotel / Travel Personality distinctly affects all aspects of travel behavior, from planning through booking

14

I’m very passionate about travel and take quite a few trips and vacations throughout the year – though I slightly prefer taking longer vacations.

I enjoy traveling just to travel and I do not need to have a destination or goal in mind. When I do travel, the hotel is part of the overall travel experience, and I enjoy looking at the features and amenities offered. I will even go out of my way to stay at special hotels.

Since I do travel quite a bit, I do the bulk of my research, planning, and booking online because it’s cheaper and brings many reliable sources together for easy comparison.

I enjoy traveling, but I don’t get a chance to do it very often. I would much rather take fewer, longer vacations rather than more frequent trips.

Since I don’t get to travel that often, it is very important to be thorough in my planning and sometimes the planning is almost as fun as going on the vacation itself!

I book very far in advance and I am fairly price sensitive. The hotel is not usually the focus of my travels and as such, I really just need some basic amenities.

I enjoy traveling, but definitely prefer taking shorter, more frequent trips rather than vacations. It’s fun to travel with no goal or destination in mind and just take things as they come.

I don’t really book my hotels ahead of time and I tend to stop at hotels I see along the highway. As such, I don’t really have many brand preferences and don’t like to be constrained by loyalty programs. The type of hotel doesn’t matter to me, I just need a place to sleep.

I travel very frequently, with close to a 50 / 50 split between personal trips and business trips. I don’t mind traveling, but it is not a passion of mine. Most of the time, I travel by car and I do not really book or plan very far in advance though most of my research is done online.

Since I do travel quite a bit, I am very involved with loyalty programs and almost always enroll in them. If possible, I tend to stay at hotels which I am a loyalty member so I can accumulate points / rewards. I also need to make sure I have access to the internet. Beyond that, I am fairly indifferent about all of the other hotel amenities and features.

I’m not very passionate about travel – when I do travel, it’s usually to go less than 300 miles from home by car. I take a few personal trips a year and rarely take long vacations.

When I stay in hotels, I really just need the basics and I seldom book very far in advance. The hotel is just a place to sleep and price is the most important thing I consider when I book hotels.

Wireframes give the ‘information architecture’ and initial functional direction

Importance of Cross Sell to improve contributions

http://staging.ramada.com/Ramada/control/index?variant=

All brands

automatically

checked by default

when a search is

conducted

Q&A

Thank You

[email protected]

CTO, Wyndham Hotel Group