DRIV­ING REV­ENUES

Hote­lier sur­veys ho­tel gen­eral man­agers to find out the hur­dles they face in op­ti­mis­ing rev­enues for the year ahead

Hotelier Middle East - - BRANDVIEW: DRIVING REVENUE OPTIMISATION - By Derek A Is­sacs

Ho­tel Mid­dle East’s pipe­line data re­veals an in­creased num­ber of ho­tels for the com­ing year.

This means the pres­sure is on for ho­tel gen­eral man­agers

(GMS), who will have to work that much smarter in or­der to drive rev­enues both for­wards and up­wards. In light of this, Hote­lier has sur­veyed a num­ber of ho­tel

GMS, to dis­cover key fac­tors be­hind such strate­gies.

The re­sults re­veal that one of the big­gest hur­dles stand­ing in the way of achieve­ing rev­enues, at 85%, is that of lo­cal com­pe­ti­tion, while 46% agreed that hav­ing an ef­fec­tive mar­ket­ing strat­egy was the sec­ond big­gest hur­dle, fol­lowed by hav­ing the right staff, at 31%. Re­gard­ing hav­ing the best tools in place to reach rev­enue tar­gets in 2019, 53% of re­spon­dents said they would re­quire ac­cess to new re­gional and in­ter­na­tional mar­kets, with 38% say­ing that that would ben­e­fit from hav­ing stronger re­la­tion­ships with on­line and tra­dional travel agents, and 31% say­ing the need strong, re­la­tion­ships with lo­cally- based tourist ser­vice providers . When asked how their prop­er­ties are plan­ning to add value to room rates, 62% said they in­tend of­fer food and bev­er­age ser­vices as part of the room rate, while 30% said they would ei­ther of­fer more ser­vices, ren­o­vate rooms, or pack­age up­selling rooms with ex­tra ser­vices. In terms of what a prop­erty needs from its travel part­ners, 46% of the re­spon­dents said they would need bet­ter value added ser­vices, while 31% said they would re­quire de­tailed cus­tomer in­for­ma­tion , and 31% said they would wel­come a proac­tive cus­tomer ser­vice. Fur­ther re­sults evealed that just a lit­tle over 60% said that ad­di­tional rooms sales wwould be their prop­er­ties big­gest rev­enue driver for 2019.

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