topic

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How to Measure New Media ROI

af Todd Wetzelberger

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room revenue

type of rates

weelday/weekend rate

different price for the days(seasonality)

offered to online travel agencies

frequent traveller

rate offered to loyal guests

wholesaler rate

offered for tour operators or wholesalers providing volume sales

corporate rate

offered to companies that provide frequent business for the hotel

plans

package plan - rate offered as part of an event

day rate

rate offered for less than an overnight stay or out by 5 pm

family rate

rate offered to parents staying in the same room with children

group rate

offered to the members of a group, meetings, convention

commercial rate

reduced rates offered to frequent guests

rack rate

full price room rate, bar, FIT rate

online sales channels

gds

abacus

galileo

travelport

sabre

worldspan

amadeus

metasearch

direct rooms

tripconnect

google hotel finder

tripadviser

kayak

trivago

wholesaler

miki

sunhotels

tourplan

tranchotel

tourice

gta

neckerman

ota

szallas.hu

orbitz.com

hrs.com

agota.com

expedia.com

booking.com

revenue R*Q

differentation(type of rates)

public confidential OTA, GDS wholesaler corporate

individual, FIT

seasonalities,low,shoulder, high, peak, weekly

room size, view, type, equipments

traditional pricing

BAR - best available rate

BAR*room types modfiers

room revenue analysis/kpi

revpor

room rev/rppms sold

revpar

room revenue/av room(occ%)*adr

average length of stay

guestnight/#of guests

guest fi

guestnights/sold rooms

guests

guest*alos

room sales

net-gross sold room*adr

average

room revenue/sold rooms

occupancy%

sold room*avail*100

sold room

avail room*occ%

available room

built room*operating days

pricing methods

investment

bottom up

pro mile investment cost per room/1000

investors point of view

yield

profit maximization in case of perishable product

price difference

competition

position

competitor analesys

demand

segmentation, target groups

expected size of demand

costs

breakeven - minimum

high proportion of fixed costs

influencing factors

guest satisfaction, comments, rankings, awards

market position, market share, marketing goals

concept, quality, services, phisical conditions, topic

competition, competitors’ rates

location (country, region, city), visibility, view, attraction

theoretical background

role of price

cover costs, gain profit, ROI, refer market position

price politics

tools of differentiation, types

price system

policies, regulations, VAT