酒店销售团队如何更好地拓展业务客户

© Oliver Wyman1. OW analysis of Marriott, Hilton, Choice, IHG, Hyatt; 2. Source: CoStar projections; 3. Locally negotiated rates1. OpportunityHOTELS CAN LEVERAGE B2B GROWTH THROUGHLOCALLY NEGOTIATED RATES TO INCREASEPROFITABILITY IN THE NEAR-TERMADR growth hit10%/year1between‘20-’23, but willreturn to 3%/yearbetween ’23-’26TighteningADR growth Labor costs,tech investments,and potential risein energy pricesremain prevalent2Optimizing on-propertyB2B sales teams’ practicescan enable the captureof high-value demand –specifically through LNRsRemainingcost pressuresOpportunitiesin B2B sales Capturing valuableLNR3business hingeson addressing existinginefficiencies in thesales processSalesefficiencyrevamp 3 © Oliver Wyman1. OpportunityStaff may notproactively seekout new prospectsto consider for theirLNR businessTHERE ARE SEVERAL EXISTING CHALLENGES IN GROWING THE LNR BUSINESS THAT HOTELSHAVE HISTORICALLY STRUGGLED TO OVERCOMEProactivity Due to these challenges, every lead is considered high priorityImpact: High customer acquisition cost and low revenue per signed customerTeams find itdifficult toacquirenecessary data,instead leveraginginsufficient,unconsolidated datawhen making decisionsColleagues cansometimes lackanalytical skillsetto sufficiently leveragethe insights containedin data sourcesCurrent processesaredisconnectedfrom hotel systems(for example,CRM, RMS), limitingvalue inherent inthose systemsTeamslackdigital capabilities/tools(with user-friendly UI) to guidedecision processDataSkillsetSystemsTools © Oliver Wyman2. Our solutionINTRODUCINGPROSPECTOROur go-to-market saleseffectiveness tool isdesigned to solve key hotelsales challenges© Oliver Wymanis on optimizingyour sales team’seffectiveness indevelopingLNR businessProspector’skey focus 5 capabilities to drive rapid commercial improvementTargets andimpact trackingTaskautomationMarket-levelanalyticsCommercialplanningPrioritized actionsand insights © Oliver Wyman2. Our solutionPROSPECTOR CAN ANSWER KEY QUESTIONS FACING RELEVANT HOTEL STAKEHOLDERSSO THAT THE SALES TEAMS ARE MORE FOCUSED, EFFICIENT, AND PROACTIVELeadershipHotel Sales team How are my competitorspositioned to capturecertain prospectsWhich hotels have thebest opportunities and/orroom for growthOn which hotels shouldI focus my time (for examplebecause they may beunderperforming)Are each of my salesregions meetingtheir target KPIsWhat should my outreachto leads, prospects, andcustomers look likeOn which leads, prospects,and customers shouldI focus my attention © Oliver WymanPROSPECTOR ANSWERS TEAMS’ KEY QUESTIONS BY LEVERAGING AN APPROACH THATAGGREGATES DATA, TRAINS A MODEL FOR INSIGHTS, AND VISUALIZES THE TAKEAWAYSReservationhistoryLocalmapsGeographic details2. Our solutionInternal Prospect prioritizationLandscape of prospects and competitorsData LayerFuturebookingsTravelagent dataBooking demandand local pricingLocal demandDataset ofbusinessaddressesPublicly availabledata on macro-economic trendsMacro factorsData cleansing and connecting toensure data accuracy and integrityCalculation LayerVisualization LayerHotel detailsCRMPersonalcontact infoCompany-specific infoOutputs are visualized and appliedto prospects to identify top targetsTotal estimated room-nightsTotal estimated hotel spend(room and ancillary)Detailed view of visualization layers on following pages © Oliver WymanPROSPECTOR HAS THREE CORE VIEWING PANELS WHICH ACHIEVE DIFFERENT GOALS FORDIFFERENT USERSVisualDescriptionTarget user2. Our solution Executive-viewAssess performance of the portfolioandidentify properties where leadersupport may be requiredLeadershipHotel-viewAssess hotel LNR performanceandvisualize highestprioritized prospectsHotel Sales teamProspect-viewViewtrends and key driversof the value scorefor one prospectHotel Sales teamThe following pages contain deep dives on these viewing panels, including descriptions of use cases © Oliver WymanTHE EXECUTIVE VIEW ENABLES THE VIEWER TO ASSESS PERFORMANCE OF THE PORTFOLIOAND IDENTIFY PROPERTIES WHERE LEADER SUPPORT MAY BE REQUIRED2. Our solution View number and expected annualroom-nights of qualified prospectsby hotelUnderstand the total addressablemarket for the areaAnalyze historical and potentialroom-nights across the portfolioand for specific regionsView hotels across a given regionand double click to see relevantlocal details on hotels/prospects(more on next page)Identify hotels in the portfolio thatrequire attention/support (for example,due to decreasing LNR business or a largegap to potential)ABCDE4:21 PMoliverwyman.com/prospector/yourbusinesshereABCDELeadershipAs a sales leader, I can… © Oliver WymanTHE HOTEL VIEW ENABLES THE SALES TEAM TO ASSESS HOTEL LNR PERFORMANCEAND VISUALIZE THE HIGHEST PRIORITIZED PROSPECTS2. Our solution View historical and expected annual room-nightsof qualified prospects by hotelUnderstand the total addressable market for agiven hotelPerform a more targeted search by filtering forprospect types, business size, hotel, and moreAna