anders@demandcalendar.com (Anders Johansson) - 10 Minutes News for Hoteliers - Page 2

4 min

Hotel Revenue Growth Driven by Families and Events Amid Scandinavian School Holidays and Medical Congress

📈 In October, a large hotel in Scandinavia saw room revenue 34% higher than last year. The main growth sources were email (39%), meetings, families, and events, coinciding with school holidays and a medical congress. More than half of upcoming revenue is linked to a package partner, and families constitute about half of bookings. The hotel's data system mainly tracks channels, missing vital guest insights. Simple changes, like asking guests their travel reasons, can enhance data accuracy and forecast effectiveness.

4 min

Improper Use of Segment Fields in Hotel PMS Leads to Forecasting Errors, Urging Data Mapping Solution

📈 Business and leisure travel segments can distort hotel forecasts. Mixing segments like transient business (400 room nights) and conferences (200 room nights) in one code can result in miscalculations. For example, a 500-room-night congress can lead to a forecast error of 450 room nights. To correct this, mapping segments separately without altering PMS codes is crucial. Shifts from OTA to direct bookings can falsely indicate demand change, affecting marketing and budget decisions.

4 min

Hotels Risk Financial Loss by Prioritizing Budgets Over Written Forecasts, Missing Opportunities for Timely Adjustments

📈 A 200-room hotel planned for 78% occupancy in October, yet early September forecasts showed only 70%, risking a €74,400 revenue shortfall at €150 per room. Without a written forecast, staffing and marketing plans remained unchanged, leading to inefficiencies. To mitigate such gaps, hotels should maintain a written forecast alongside the budget, address discrepancies in weekly meetings, and focus on solutions instead of assigning blame, allowing proactive adjustments.

5 min

Hotel Forecasting Requires Different Measures for Operational, Tactical, and Strategic Horizons to Optimize Revenue Management

📈 Inside 30 days, hotels focus on operational accuracy with a MAPE target of 2-3% for occupied rooms. Between 30-120 days, forecasts are tactical, aiming to boost revenue, as shown by a 154-room night increase, generating €23,100. Beyond 120 days, forecasts become strategic. Accuracy beyond 30 days often indicates inaction; thus, forecasting should adapt to each horizon's purpose to optimize sales and marketing strategies effectively.

4 min

Hotels Must Prove Profit Impact of Deliberately Low Occupancy to Avoid Misinterpretation as Poor Performance

📈 Three points of occupancy loss in a 200-room hotel at 180 euros per night results in approximately 2,190 fewer room nights and about 394,000 euros in lost room revenue, ultimately costing around 256,000 euros after accounting for acquisition costs and room service expenses. Standing still costs about 7 euros of extra guest spend per occupied night. Without profit evidence, strategic shifts in guest mix appear as bad years during owner evaluations.

5 min

New Framework for Hotels Focuses on Guest Profiles, Revenue Share, and Acquisition Costs to Enhance Profitability

🏨 Hotel market segmentation struggles to identify guests' purpose despite categorizing bookings into corporate, group, and other segments. Profiling focuses on guest needs instead of demographics, with two Ideal Guest Profiles recommended. Key metrics are guest profile revenue share and acquisition cost, with the latter ideally at 15-25% of room revenue. A 200-room hotel at 70% occupancy can generate €9.2M annually, spending €1.8M on marketing. Mismatched guests increase costs, as the most expensive error is targeting the wrong audience.

4 min

Hotels Miss Revenue Opportunities by Not Assigning Accountability for Pre-Arrival Guest Engagement, Equivalent to 6% Occupancy.

💰 For hotels, pre-arrival periods are untapped revenue opportunities, as guests commit 11 weeks prior to arrival. Currently, hotels miss this chance, resulting in lost profits. For a 200-room hotel, just €12 per room in pre-arrival spending equals a profit of 6 occupancy points. Solutions include assigning a dedicated owner for pre-arrival engagement, aligning efforts across teams, and focusing on guest-specific offers rather than generic marketing campaigns.

5 min

Pre-Arrival Upselling Can Boost Hotel Revenue with €12 Additional Spend Per Room Night Yielding €613,200 Incremental Revenue

🏨 Hotel upselling, primarily during the pre-arrival window, boosts revenue significantly. For a 200-room hotel with 70% occupancy and a €180 ADR, a €12 average pre-arrival spend per room-night yields €613,200 in revenue—producing €459,900 in GOP at 75% flow-through. Achieving the same via room sales at 60% flow-through demands €766,500 more revenue. Focus on RevPOR, not RevPAR, for real guest value. Strategic, personalized pre-arrival communication maximizes profitability.

4 min

Hotel Groups Urged to Streamline Reporting by Focusing on Three Key Weekly Metrics Across Properties

📈 Eight in ten hotels spend up to two business days weekly on manual reporting, affecting revenue growth. Hotel systems have accumulated over 20 years, leading to inefficiencies. Questions take days to answer, costing general managers valuable time. Choosing three key questions—forecast adherence, mix shifts, and NetRevPAR—can standardize reporting across properties, saving time and resources. This approach ensures uniformity and efficiency, helping hotels focus on core operations instead of disparate data management.

3 min

Time Audit Reveals Revenue Managers Spend 25 of 40 Weekly Hours on Non-Decision Tasks, Urging Process Optimization

⏳ For five days, track your time in 30-minute blocks across three categories: Assemble (10 hours), Decide (15 hours), and Prove (15 hours). Of 40 hours, 25 are spent without resulting in a decision. Forecasting is overlooked, leading to inefficient time use. Aim for 3 hours assembling, 30 hours deciding, and 7 hours proving. Analyze your logs and propose changes to your commercial director to optimize time management, rather than relying on new software.

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