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美國收益戰略峰會9大金句

2015-08-07

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華盛頓7月底收益戰略峰會(Revenue Strategy Summit)上,行業大咖們就酒店面臨的各種問題和挑戰進行了探討,從Airbnb到OTA到移動到其他新興酒店行銷模式等等。以下是本次峰會中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

收益策略並非收益管理的新名詞,而是一種新的思維方式。

——Cindy Estis Green,酒店諮詢機構Kalibri Labs聯合創始人、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

我們常常不留意那些先進的技術,而那些技術恰恰是與現在市場混亂保持同步所需的;我們反而是綁住了自己的雙手去戰鬥。

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


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

我認為酒店品牌及管理公司在預訂過程中給客戶創造價值有獨特的機會。現今所有的威脅也好、機會也罷,都是源于客戶不滿足于現狀。他們所獲的資訊賦予了他們能力,但也混淆了他們,而酒店組織要求他們按傳統方式來預定,這就給他們帶來了焦慮感。事實上,在入住前階段,酒店方能給消費者帶來更高的信任度,而這是仲介所做不到的,同時,酒店也有機會去利用這個入住前階段。

——Patrick Bosworth,酒店收益管理服務商Duetto聯合創始人、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

我們行業還陷在石器時代,還在一如既往地追求著新一代的客房設施、如何讓客房更有魅力、新一代淋浴設備、咖啡機等等。可我卻覺得Uber和Airbnb的技術很了不起。這是酒店需要優先考慮的問題。酒店品牌想贏,必須將資源從傳統的、過時的銷售策略轉到技術上。

——Shai Zelering,酒店投資公司Thayer Lodging, Brookfield Hotel Properties運營及資產管理執行董事


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.

重要的不是大資料,而相關資料。我們期待在未來10-20年裡,資料公司能成為經濟的價值創造者。

——Sloan Dean,Ashford收益優化副總裁


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

以往客戶通過前臺預訂,而現在越來越多的客戶是開車到了酒店停車場後,通過手機APP預訂。這個場景存在的問題是,很多酒店都搞最後一天降價的戲碼,這教會了客戶在入住前一天才通過APP查價預訂。

——Mark Morrison,希爾頓酒店集團企業戰略副總裁


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幾乎沒有來往的收益經理們,該走動走動啦!

——Jason Thielbahr,Red Lion Hotels Corp.收益優化及分銷服務高級副總裁


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對酒店業來說是個結構性的威脅,而我們很多行業者並未意識到這點。

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


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”

你可以回想我剛才演講(“不是一場普通的瓦解:全球四大力量正在打破所有的趨勢”)時說的並為其憂慮,你也可以正面地、積極去想:30億新消費者、新技術、連接更為緊密的世界。樂觀者為勝,但步伐必須快。

——Sree Ramaswamy,麥肯錫全球研究中心高級研究員



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