Auris Hotels Partners with eRevMax for Superior Distribution and Visibility

Auris Group, a Dubai-based hotel chain with luxurious properties throughout the Middle East, has recently completed a two-way integration with eRevMax that allows them to update rates and rooms inventory automatically through eRevMax’s Connect distribution system. This integration is done at a time when the Auris Group is implementing a high level digital reputation and marketing strategy that will guarantee rate parity on all channels, market parity, digital visibility and availability.


One of the largest groups in the Middle East Auris preeviously had been managing channels and booking processes independently, but with hoteliers across the Middle East collectively encouraging tourism, particularly to areas such as Dubai and Abu Dhabi, this was no longer a suitable option. Auris Managing Director Hatem Gasmi, reports that Connect has made it possible to meet new and improved business objectives that includes increased visibility and marketing for their pipeline projects.

What is Revenue Management?

Revenue management is a term that’s often thrown around the hotel industry, but what is it, exactly? Some believe that revenue management is all about ensuring a capacity of 80 percent or more at any given time, regardless of what it takes, but does this really equal good revenue management? Perhaps not. Instead, revenue management is about understanding past trends, having a good overview of the current market, sensibly forecasting the future, and addressing rates based upon these aspects combined. It’s about knowing what people are willing to pay, rather than what they want to pay, and not succumbing to cheaper rates for fear of not meeting targets. Overall, revenue management could be described as ‘the art of turning business away’.

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eRevMax to host TigerTime at ITB Berlin for hoteliers

eRevMax, the leading hospitality technology & solutions provider of channel management and connectivity solutions, RateTiger and Connect, hosted its signature TigerTime session with the major Asian OTAs at ITB Berlin. The distribution provider will share valuable insights how to capture fair share of bookings in the emerging markets from the key online distribution players in the Asia region. Asia has ousted Europe to become the world’s biggest travel market. TigerTime session will be held with major Asian OTAs Rakuten, Wotif and Agoda.

Until recently, there was very little need to ensure visibility within Asia – a continent known for their preference of more traditional ways. However, with almost half of Asian travellers now citing the web as their number one method for travel booking, there has never been a more important time for hoteliers to branch out.

eRevMax receives high marks for service and technology innovation

As part of eRevMax’s continued dedication to customer satisfaction and to ensure that existing and future products are developed with client’s need, eRevMax have recently asked their RateTiger and Connect users to complete a survey based upon the service they have received, along with ease-of-use and ongoing support of the products in question. The results have been published, and indicate that eRevMax deserve their place at the top of the board in channel management. 85 and 90 percent of RateTiger and Connect users cite the software as
being reliable and easy-to-use, respectively, and the majority would recommend the software to others.

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eRevMax hosts networking sessions for Hoteliers at World Travel Market 2013

To celebrate hitting an important milestone in eRevMax history – serving 7000 happy customers – the company attended the 2013 World Travel Market event in London to show exactly why they’re considered a world leader in channel and distribution management. With help from their approved channel ecosystem which includes Agoda, GTA, and Russian-based Ostrovok, eRevMax used this opportunity to show how the popular RateTiger software has evolved and become flexible and diverse enough to meet the needs not only of independent hoteliers but also of mid-market hotel groups and large, global hotel chains. The event took place between 4th and 7th November at ExCeL Docklands.


Networking sessions for Hoteliers at World Travel Market 2013 – Full story


San Carlos Hotel selects eRevMax for optimizing online sales

Us luxury brand San Carlos, located at Central Manhattan has partnered with eRevMax increasing their online revenue through optimal distribution. To increase visibility and boost sales, the hotel expanded their marketing technique to include four different distribution channels, yet whilst this did see a rise in guest bookings, it was proving difficult to maintain manually, with staff needing to ‘update rates and inventories multiple times a day’, according to Reservation Manager Fabio Leone. San Carlos Hotel chose eRevMax as a solution provider which allowed them to control their data across all platforms through a single, easy-to-use interface. The solution has proven essential to the business in terms of saving both time and money. RateTiger will help the revenue management team to centrally manage rates and availability in real-time across a variety of OTAsas well as monitor competitor rates in order to react to market dynamics and improve channel rankingReservations generated from their OTA channels will be delivered directly into the hotel’s PMS, thereby eliminating manual interference, improve reservation data quality, and reduce their onward distribution costs.
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protel integrates with eRevMax for seamless online booking connectivity

protel hotel software and eRevMax today announced the successful integration of eRevMax’s two-way XML gateway Connect with protel’s property management system (PMS), offering hotel end-users a wider distribution platform to help increase online exposure and bookings.
Katja Möller-Osthues, Director of Sales at protel, commented: “The integration with eRevMax is a win-win partnership as we aim to help our hotel clients improve operational efficiencies while enhancing distribution reach.”

Hotels using protel’s PMS product range including SPE (Single Property Edition) and MPE (Multi Property Edition) will benefit from updating rates and inventory on a diverse mix of online distribution channels directly from their hotel system in real-time. The secure XML connection will ensure live rate and inventory updates as well as booking data retrieval, thereby keeping the hotel PMS updated at all times.

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Newshound: OTAs lead in US, changing distribution strategies, traveler’s path to purchase


OTAs remain the top research source for US vacation package buyers, says Expedia

Online travel agencies continue to be American consumers’ favorite source of information prior to booking vacation packages, despite all the buzz about review sites such as TripAdvisor and metasearch sites such as Kayak.
http://www.tnooz.com/2013/08/26/news/otas-remain-the-top-research-source-for-us-vacation-package-buyers-says-expedia/


RM hits the big stage but must work harder to secure the lead role

Revenue management today is beginning to deliver strategic benefits across the business. With a bigger and broader mandate, RM specialists have an important role to play in communicating with other departments to make the most of emerging opportunities.
http://www.eyefortravel.com/revenue-and-data-management/rm-hits-big-stage-must-work-harder-secure-lead-role

Revenue managers adapt distribution strategies

While new distribution channels are emerging seemingly every day, more accurate forecasting and improved technical automation are helping hotel revenue managers stay sane. Few hotels, unless they’re large full-service properties with a significant amount of meeting space, have a dedicated manager assigned to only that property, sources said. Many hotels share a revenue manager with a small group of properties and, in most cases, a general manager also acts as the revenue manager.
http://hotelnewsnow.com/Article/11094/Revenue-managers-adapt-distribution-strategies

The Traveller’s Path to purchase

When it comes to leisure travel shopping, consumers spend a significant amount of time online researching options. Up to 45 days leading up to a booking, a consumer will conduct as many as 38 visits to travel sites. Knowing how and when to influence their decision-making process is crucial to generating mindshare and ultimately driving bookings. In this report by Expedia Media Solutions, get a snapshot of how the overall purchase path looks like from initial exploration through the booking stage.
http://cdn2.hubspot.net/hub/149354/file-271132325-pdf/docs/Path_to_Purchase_Expedia_Media_Solutions_MillwardBrown.pdf

Adjusting to the Demands of Connected Customers: It’s All About Speed

The distribution landscape has changed rapidly in the last five years with the emergence of mobile as an important e-commerce channel. The advent of iOS and Android has changed the consumer behavior, and shortened the travel booking window. The popularity of same-day booking channels like HotelsTonight.com along with the dominance of traditional OTAs have thrown a major challenge for today’s revenue managers – i.e. how to stay in tune with the booking dynamics of each channel.

The opportunity that comes with the divergence of online distribution channels has also led to an increasing dilemma for hoteliers – how to manage channels profitably and accurately with limited resources. Throwing manpower at the issue is no longer an option. One small mistake and a hotel can face huge revenue losses as well as a downgraded ranking and a penalty from their distributors!

Facing a search-savvy customer, who will on average search 22 travel sites before booking, hotels have to stay visible at every touch point; and this is where superior connectivity becomes essential. In today’s multi-channel environment, keeping up-to-date with the distribution mix manually is not a daunting task, it’s virtually impossible! 

Understanding the role of social search
Over time, the growing power of web interaction, social media and mobile has changed the consumer’s shopping behavior, and hoteliers need to address them by taking advantage of technology to integrate social media into the distribution architecture. According to Expedia, hotels that scored one point higher in the guest popularity rankings were able to command a 9% higher average daily rate on Expedia. Several other studies have also pointed to the impact of user-generated content in the form of guest reviews as drivers of hotel rate and revenue. 

With Google, Bing and other search engines giving importance to social search, customer profiling has become important. Google has been making suggestions based on previous search and purchases for a while now. Major OTAs like Expedia, Orbitz and Booking.com have followed suite. This is where understanding the consumer becomes crucial. The more the revenue manager knows about the price sensitivity of a particular segment, the more he or she is able to price optimally. Social media provides hotels with vital inputs to map the customer’s state of mind and hence elasticity. Rate benchmarking tools help hotels to track the market dynamics and rate movements. Revenue managers also get an overview of how rates are positioned on different OTAs compared to their competitors for different dates on different channels. Knowledge of rate behavior along with price elasticity is the key to optimal pricing.

In the last couple of years, m-commerce has grown exponentially, and has the potential to contribute up to 20% of bookings through hotel-owned channels, according to PhoCusWright. For hotels, it not only means another channel to manage, but a channel to push the last available inventory. How fast you can react to the changing situation will have a direct impact on the revenue! But that can only be done if you are selling the right product to the right person for the right price on the right channel. Hence, it is important to understand consumer behavior and listen to what they are saying and address their concerns.

Future rate data provides revenue managers with the business intelligence important to creating rate strategy with the target to constantly increase product position and price and thus revenue. With prices set in sync with rate behavior, hoteliers have more confidence to manage last minute availability. This rate manipulation both for today and for tomorrow helps the revenue managers to begin improving the value of their product and its price. 

What is Enterprise Connectivity and why is it gaining prominence?
Equipped with sophisticated XML technology in the back-end, enterprise connectivity solutions deliver secure direct links between hotel systems like the CRS/PMS/RMS and the electronic sales channels including GDS, OTAs, IDS, Wholesalers, Tour Operators and other travel sales companies that process online hotel bookings. Hotels can take advantage of these pre-connected solutions reducing time to market thereby maximizing revenue opportunities and reducing distribution costs by efficiently increasing reach and visibility.

The seamless online booking connectivity guarantees real-time information flow, from hotel to third party channels and vice versa. Hotels can respond to market conditions and process ARI (Availability, Rates and Inventory) faster than ever before, while the system delivers reservations generated on the channel directly into the connected property management systems. Overbooking risks are therefore eliminated, as the available inventory in sales channels do not go beyond the defined threshold while the revenue manager can see all reservations directly in the PMS without having to make error prone manual updates. 

What’s more, superior systems can integrate information from all channels, and create a consolidated report in an easy to read format with bite size pieces of relevant information – this reduces the effort that revenue managers have to spend on collating big data and then extracting relevant information from it. Quality data is essential for producing meaningful analysis and accurate forecasts. Reservation Reports, available through advanced channel management systems, provide revenue managers with an overview of booking demand from all demand sources broken down into market segment. By analyzing the performance metrics, they can get a clear understanding of buying behaviors; what makes travelers book the property? Which channel delivers the most booking? Which OTA provides the highest RevPAR? And which delivers the longer lead-time to book reservations? What type of packages are people buying? This data helps hotels identify their most valuable guests, their demography and the channel they are using for booking, allowing them to adapt strategies accordingly to maximize revenue.

However, total revenue management will only be possible when they work together with the sales and marketing team. Today’s marketing promotions are built around rate strategy set by revenue management teams, and hence can only be successful through a cohesive approach. Marketing, sales and distribution departments have to work with revenue management to inform and advise on demand and pricing decisions. Hotels that tie their sales and marketing with revenue management strategies and find ways to incorporate this into their day-to-day revenue plans will lead their competitive sets and ultimately find themselves ahead on the bottom line.

The key to reducing distribution costs and improving profitability depends on how skillfully one can align one’s marketing strategy with the right technology. Technology helps hotels determine new metrics to measure total revenue management. A single integrated enterprise connectivity system saves time, reduces costs, and enables revenue managers to focus on the data at hand in order to make better decisions to increase revenue. The future will start now if we could change the way we do our job differently. 

This article by Michael McCartan, CEO, eRevMax, is published on Global Hotel Network.

Bourbon Hotels & Resorts uses RateTiger for rate and inventory management

Bourbon Hotels & Resorts, one of the major hospitality players in Brazil, has signed up eRevMax to increase their online business penetration and revenue. “RateTiger will help Bourbon Hotels & Resorts have complete control over revenue management. They will be able to identify the best producing websites, while also improving the relationship with channels that have a lower commission.” said Jan Murza, VP-Sales, Americas, eRevMax International.

Online travel is growing at over 18% in Brazil, and expected to cross USD 20 billion by 2014, as the leisure tourism sector gets a huge boost from international tourists visiting the country for the FIFA World Cup. Ten properties will be using RateTiger Channel Manager to increase online sales by ensuring real-time room availability across all distribution points through automatic adjustment from pooled inventory.


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