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美国收益战略峰会9大金句

2015-08-07

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华盛顿7月底收益战略峰会(Revenue Strategy Summit)上,行业大咖们就酒店面临的各种问题和挑战进行了探讨,从Airbnb到OTA到移动到其他新兴酒店营销模式等等。以下是本次峰会中9句金句:


1. “Revenue Strategy isn't a fancy new name for revenue management, it's a different way of thinking.”

- Cindy Estis Green, co-founder and CEO, Kalibri Labs, on the new discipline that led to the launch of this event three years ago

收益策略并非收益管理的新名词,而是一种新的思维方式。

——Cindy Estis Green,酒店咨询机构Kalibri Labs联合创始人、CEO


2. “We don't concentrate often on the leaping-ahead technologies that are necessary to stay at pace with the disruption that's going on. We're going into battle with our hands tied behind our back because we don't have the technology available to do all the things we want to.”

- Mark Carrier, president, B.F. Saul Company Hospitality Group

我们常常不留意那些先进的技术,而那些技术恰恰是与现在市场混乱保持同步所需的;我们反而是绑住了自己的双手去战斗。

——Mark Carrier,B.F. Saul Company Hospitality Group总裁


3. “I think hotel brands and management companies have a unique opportunity to focus on creating value for consumers in the booking process. All the threats and opportunities today come from the fact that consumer isn't particularly happy with the status quo. The information they have empowers them, but also confuses them. Hotel organizations trying to force them into an old way of booking creates anxiety. Hotel companies have a high degree of trust with consumers in a way intermediaries can't create and they have an opportunity to leverage that in pre-stay environments.”

- Patrick Bosworth, co-founder and CEO, Duetto

我认为酒店品牌及管理公司在预订过程中给客户创造价值有独特的机会。现今所有的威胁也好、机会也罢,都是源于客户不满足于现状。他们所获的信息赋予了他们能力,但也混淆了他们,而酒店组织要求他们按传统方式来预定,这就给他们带来了焦虑感。事实上,在入住前阶段,酒店方能给消费者带来更高的信任度,而这是中介所做不到的,同时,酒店也有机会去利用这个入住前阶段。

——Patrick Bosworth,酒店收益管理服务商Duetto联合创始人、CEO


4. “As an industry we're still stuck in the Stone Age. We're looking for the next new amenity that will make the room more sexy – the next shower or coffee machine. It's fascinating to me that the technology of Uber and Airbnb is phenomenal. It's about priorities and for the hotel brands to win, we need to shift resources from traditional and antiquated sales strategies and focus on technology.”

- Shai Zelering, managing director of operations and asset management, Thayer Lodging, Brookfield Hotel Properties

我们行业还陷在石器时代,还在一如既往地追求着新一代的客房设施、如何让客房更有魅力、新一代淋浴设备、咖啡机等等。可我却觉得Uber和Airbnb的技术很了不起。这是酒店需要优先考虑的问题。酒店品牌想赢,必须将资源从传统的、过时的销售策略转到技术上。

——Shai Zelering,酒店投资公司Thayer Lodging, Brookfield Hotel Properties运营及资产管理执行董事


5. “It's not about Big Data, but relevant data. Our expectation over the next 10 to 20 years, data companies will be the value creators in the economy.”

- Sloan Dean, VP of revenue optimization, Ashford, Inc.

重要的不是大数据,而相关数据。我们期待在未来10-20年里,数据公司能成为经济的价值创造者。

——Sloan Dean,Ashford收益优化副总裁


6. “More and more guests who would have booked at the front desk are in the parking lot booking on an app. The issue here is there are a lot of hotels playing the game of dropping rate on the last date and they're teaching customers to check the app before checking in.”

- Mark Morrison, VP of corporate strategy, Hilton Worldwide

以往客户通过前台预订,而现在越来越多的客户是开车到了酒店停车场后,通过手机APP预订。这个场景存在的问题是,很多酒店都搞最后一天降价的戏码,这教会了客户在入住前一天才通过APP查价预订。

——Mark Morrison,希尔顿酒店集团企业战略副总裁


7. “For all the revenue managers out there whose relationship with the CTO might have been untouched before, they need to be more engaged.”

- Jason Thielbahr, SVP of revenue optimization & distribution services, Red Lion Hotels Corp., on the importance of technology and how his company “got out of the rearview mirror and into the looking glass” with a suite of best-in-class software solutions

那些跟CTO几乎没有来往的收益经理们,该走动走动啦!

——Jason Thielbahr,Red Lion Hotels Corp.收益优化及分销服务高级副总裁


8. “I'm warming to the idea that Airbnb is a structural threat to our industry in a way that perhaps many of us didn't realize.”

- Mark Carrier, president, B.F Saul Company Hospitality Group

Airbnb对酒店业来说是个结构性的威胁,而我们很多行业者并未意识到这点。

——Mark Carrier,B.F. Saul Company Hospitality Group总裁


9. “You can think about what I've said and worry about it, or you can look at the positives: 3 billion new consumers, new technologies and a world more connected. The winners will be the optimists, but you have to move fast.”

- Sree Ramaswamy, senior fellow, McKinsey Global Institute, after his keynote presentation on “No Ordinary Disruption: The Four Forces Breaking All the Trends”

你可以回想我刚才演讲(“不是一场普通的瓦解:全球四大力量正在打破所有的趋势”)时说的并为其忧虑,你也可以正面地、积极去想:30亿新消费者、新技术、连接更为紧密的世界。乐观者为胜,但步伐必须快。

——Sree Ramaswamy,麦肯锡全球研究中心高级研究员



(原文出处:Eric Stoessel, The 9 Best Quotes from RSS, 2015.8, Duettoresearch.com)