2014-12-11-奥纬咨询-Three_Ways_Hotels_Can_Win_The_Group_Customer_Online_2页_79kb

Analysis: Three Ways to Win Group Customers Online (November 12, 2014)

This article outlines the increasing competition from digital intermediaries in the group customer market and suggests three crucial digital strategies for hoteliers to combat this trend, foster loyalty, and enhance brand preference.

Key Findings

• Hoteliers face pressure from digital group intermediaries (like group e-channels) who control customer leads and potentially increase commission costs if intermediation rates grow (potentially adding $350M-$400M annually).
• Digital capabilities for group meetings and events lag behind those seen in the transient (retail) market due to past reliance on traditional intermediaries specialized in large events.

Three Key Strategies for Hoteliers

1. Invest in High-Quality Digital Content: Develop comprehensive venue information (spaces, layout, food & beverage) online to enable planners to research options independently, preventing channel hopping. Protect the top-of-the-funnel by ensuring the hotel website remains the premier source for information.
2. Enable Exceptionally Fast Online Transactions: Meeting planners prioritize convenience. Offer immediate access to rates and availability for smaller, simpler meetings to differentiate from intermediaries and encourage direct bookings.
3. Build Deeper Relationships with Planners: Leverage captured client data to reward repeat business and foster loyalty, potentially increasing the planner's "share of wallet." Owning the planner relationship is critical as intermediaries originate many requests.

Author Background & Conclusion

The article emphasizes the urgency for hotels to act now, as digital intermediaries are rapidly growing and well-funded with superior digital platforms, echoing challenges faced previously in the retail market.酒店ier neglecting these strategies risks further loss of control and revenue.

• Authors: Vikram Krishnan (Oliver Wyman, Aviation/Hospitality; Focused on strategic business design, revenue management) and Dan Kowalewski (Oliver Wyman, Hospitality/Travel; Focused on reservations, distribution, revenue management, technology trends).
• Goal: To encourage proactive digital adaptation in the hotel industry for group events.