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Anders Johansson

152 posts
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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perceptions of dynamism, the hotel industry exhibits deep resistance to change, with many hotels still relying on outdated systems and processes.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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  • 10 min

Stubborn GMs Sabotage Success: Time to Embrace Tech or Fall Behind

📊 PMS reports are critical for hotel operations but have limitations for strategic decision-making. They miss broader trends and guest review data, which is vital in the digital landscape. Manual reporting, with its labor hours, error risks, and decision delays, incurs hidden costs. Tech-savvy GMs can access real-time data, use advanced analytics, and automate to enhance revenue and guest satisfaction. Practical steps for GMs include learning the basics, collaborating with experts, piloting new technologies, and seeking continuous improvement for long-term benefits like sustainable revenue growth, enhanced guest experiences, and efficient operations. Embracing technology is not just efficient but also a strategic imperative for success in the digital age.
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  • 7 min

Achieving Data-Driven Excellence in the Hospitality Industry

🏨 In the hospitality industry, Level 1 Basic Data Utilization has a profit increase of 0% and estimated costs of $1,000-$20,000 annually. Level 2 Intermediate Automation and Integration predicts a profit increase of 10-20% with costs ranging from $20,000-$150,000 annually. Level 3 Advanced Data-Driven Strategies can lead to a profit increase of 30-100% with an estimated annual cost of $150,000-$750,000+. Approximately 70-80% of hotels are at Level 1, 15-25% at Level 2, and less than 5% have reached Level 3. Transitioning through these levels involves assessing needs, implementing phased changes, focusing on ROI, and providing training and support.
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  • 5 min

Strategic Focus for All Hoteliers: 80% Revenue, 20% Flow-Through

📦 Hoteliers should spend 80% of their time on revenue-generating activities and 20% on converting revenue to profit. Key strategies include understanding guest motivations, providing unique guest experiences, expanding revenue streams through offerings like coworking spaces and personalized recommendations, and maximizing revenue per guest with AI personalization. Digital presence optimization and using revenue management systems are vital. Profitability is enhanced by streamlining operations, fostering innovation, cross-functional teams, employee training, automating routine processes, and energy efficiency measures.
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