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Anders Johansson

146 posts
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  • 10 min

The Three Most Critical Roles in a Hotel for Business Success

📌 The General Manager (GM) is essential in mega-chain hotels, ensuring the team aligns with corporate policies and adapts locally, while the Revenue Manager (RM) focuses on strategic pricing and distribution, leveraging data analytics to maximize hotel profitability. The Guest Experience Manager (GEM), a role often lacking in hotels, is key to crafting personalized stays and fostering guest loyalty. These roles together drive financial health, customer satisfaction, and long-term success in the hospitality industry.
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  • 4 min

The Revenue Manager is My Hero

📞 A female revenue manager (RM) is tasked to analyze the hotel's revenue streams before Monday's meeting, as the hotel is behind projections. Her analysis involves manual work with spreadsheets, consolidating data from the Property Management System (PMS), Revenue Management System (RMS), Point-of-Sale (POS), and event management software. She struggles to form a complete picture and feels the pressure to devise a plan to increase profitability. To improve efficiency and decision-making, she proposes the adoption of a Business Intelligence (BI) tool to consolidate data, which gets the asset manager's support. Moving forward, the hotel aims to become a data-driven organization.
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  • 7 min

Stay in Control: How a BI Tool Becomes a GM’s Best Friend

📈 General managers in the hotel industry aim to maximize guest satisfaction and revenue while controlling costs. Business Intelligence (BI) tools provide insights into guest preferences and behaviors, allowing for personalized marketing and optimized service delivery. These tools help segment guests, tailor offers, predict demand, and dynamically adjust pricing to enhance the guest experience and drive profitability. Operational efficiency is improved by aligning staffing with demand and monitoring costs, with examples including a 10% reduction in labor costs through better scheduling. BI tools also assist in understanding metrics like NetRevPAR and Customer Acquisition Cost to ensure profitability. Embracing BI tools over traditional methods like Excel is advocated for staying competitive and achieving long-term financial health.
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  • 10 min

Breaking the Myths: A Call for a Mental Change in the Hotel Industry

🏨 Hospitality ranks third from bottom among 22 industries in the McKinsey Global Institute Industry Digitization Index. Despite perceptions of dynamism, the hotel industry exhibits deep resistance to change, with many hotels still relying on outdated systems and processes. Innovations, such as mobile check-ins, personalized guest experiences, and smart room technologies, are often developed outside the industry. Hotels also struggle with data integration and operational flexibility for true customization, often providing a one-size-fits-all experience. To combat these challenges and the exaggerated notion of unmanageable pressure, the industry must embrace internal innovation, prioritize data-driven personalization, and foster a solution-oriented culture.
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  • 9 min

Mastering Hotel Positioning: Strategies to Attract High-Paying Guests

🏨 The hotel industry leverages the Unique Value Proposition (UVP) to distinguish itself in a competitive market, emphasizing unique offerings like luxury accommodations, prime location, exceptional service, or unique experiences, to attract target guests. Effective targeting involves data analysis, understanding ideal guest profiles, and tailoring offerings to specific needs, preferences, and desires. A consistent brand experience across all touchpoints, including websites, social media, and guest services, is vital for reinforcing the hotel's unique positioning, enhancing guest satisfaction, and building loyalty. Positioning can fail due to inadequate research, inconsistent branding, or reactive changes in strategy. Successful positioning requires a focused approach, aligning offerings with the ideal guest profile, and maintaining a consistent brand experience to attract guests willing to pay a premium.
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  • 13 min

Price Skimming: Are Hotels Leaving Too Much Money on the Table?

💰 During the Paris 2024 Olympics, hotels in Paris experienced a surge in revenue per available room (RevPAR), which increased by 195.9% compared to the previous year, following a gain of 207.2% during the event's first week. The average daily rate (ADR) rose by 137.8%, with occupancy rates increasing by 16.9 percentage points, leading to an overall occupancy rate of about 84% in inner Paris. The highest RevPAR, $735, occurred on Friday night, while Sunday saw RevPAR rise by 224.7%. The surrounding Île-de-France region also saw substantial gains, with a 169.1% year-over-year increase in RevPAR, driven by ADR and occupancy growth. The data was published by CoStar, a leading provider of hotel market data.
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