Simon12sept

Dubai Creek Golf ClubDubai, United Arab Emirates27 March 2008 : Dubai Creek Golf Club Dubai, United Arab Emirates 27 March 2008 From Bull to Bear – maximising your hotel’s potential in the competitive hospitality market of Dubai.


Forum Agenda : Forum Agenda 1030 – 1100: Welcome 1100 – 1110: Introductions 1110 – 1145: ‘How to sell & market your hotel in the face of increasing competition’ Russel Sharpe – Senior Partner |m|e|z|z|e| Associates. 1145 – 1215: ‘Making the most of the internet’ Simon Lewis – Manager e-Ventures Group, Emirates 1215 – 1245: Questions & review 1245 – 1400: Lunch & Raffle 1415 – 1430: Close


Making the most from the internet : Making the most from the internet Simon Lewis Manager, e-Ventures Group Emirates


Some thoughts… : Some thoughts… Participating on the internet can make your property appear fit for business, but any lack of alignment in the process exposes a lack of agility when meeting the needs of the customer. Don’t participate on the internet and your property will, from a customer’s perspective, will appear ‘unfit’ to meet their needs….


Aim : Aim To provide a series of insights on making the most from the internet, in order to : support your sales and marketing initiatives manage your presence on the internet increase your property’s capacity to book whilst reducing costs via the internet.


Scope : Scope Understanding the potential of the internet Getting fit for the internet How Daex can support your participation on the internet


Understanding the potential of the internet : Understanding the potential of the internet In order to have an effective internet presence in those markets would you prefer: to only employ a PR and Advertising Agency to promote your hotel located in Dubai? to do the PR and advertising yourself and combine it with your own website? to work with a PR and Advertising agency in coordination with a your own website? none of the above, rely on traditional means?


Understanding the potential of the internet : Understanding the potential of the internet The cost of establishing internet presence (kept simple): Moderate Moderate Moderate to High Moderate to Low High High High High Bottom line: an internet strategy and business model require agility an internet presence requires a PR and Advertising strategy. the strategy and business model require project management. the subsequent information generated must support the strategy and achieve maximum return of investment.


Slide9 : Understanding the potential of the internet Current status of 2% of guests today


Slide10 : Getting fit for presence on the internet Three strategic thrusts for the participating on the internet Trick is to ensure focus, speed by exploiting synergies.


Getting fit for presence on the internet : Getting fit for presence on the internet By joining the internet an organisation needs to have synergy in its approach and a regime to e-business Typical e-business fitness regime involves managing the following activities:


Getting fit for presence on the internet : Getting fit for presence on the internet Focus is on increasing a property’s capacity to book allocated and non-allocated inventory, whilst at the same time reducing its costs. Key challenges of this focus for the reservation/call centre are: Staff productivity Accessibility to and responsiveness by Conversion of enquires Yield management Reducing the cost per booking Daex Client Value Business case


How DaeX can support – Dubai’s situation : How DaeX can support – Dubai’s situation There is no single view of availability across Dubai & UAE Market All bookings (even contracted and from allocation) require a fax or email to be sent to the hotel, which in turn is causing the hotel to take time: in receiving, printing, entering, filing and respond/confirm to each booking; to managing and prioritising over 100 fax/email requests every hour; in correcting mistakes introduced through the retyping of information. All bookings require a confirmation to be sent from the hotel Over 48hr turnaround required for bookings to be confirmed. Restricts publishing of ‘really last minute’ availability. Most hotels do not operate a 24hr reservation centre. This accounts for over 70% of all reservation in Dubai and is common to all destinations


What DAEX is : What DAEX is DAEX is A web service that interfaces a hotel’s property management system (PMS) to an internet booking engine or tour operating system, thereby generating the ability to automate the booking of hotel accommodation. a virtual reservation office that is destination based.


How DAEX works : How DAEX works DAEX Current process can take up to 48 hours Involves manual inputs which are prone to human error at peak times No true inventory status TradeNet TradeNet DAEX process is completely automated providing real time confirmation at internet speed Only picks up ‘booking’ calls to the PMS reducing ‘process costs’ DAEX cannot read contracted rates Corporate and Loyalty Programme Customers


How DaeX supports distribution - DMC : DAEX will allow the DMC to quickly open new sub-accounts for Tour Operators overseas via the internet DMC manpower can be relocated away from the manual task of processing booking requests to enhance service elsewhere in the business Hotel’s inventory enjoys ‘matrix’ distribution across the DMC’s network of agents. Destination - Dubai How DaeX supports distribution - DMC Heavy demand on operations to maintain international service 24/7 Costly in maintaining relationships Potential loss of business to competing DMCs in Dubai when calls are not fulfilled due to workloads.


How DaeX supports distribution - Tour Operator : Destination - Bangkok Destination - Maldives Destination - London Destination - Sydney How DaeX supports distribution - Tour Operator America Network Travel Agents Europe Network Travel Agents Asia Network Travel Agents MENA Network Travel Agents Heavy demand placed on operation and reservation teams throughout process to confirm booking requests. No real time availability for travel agents to book on via Tour Operator. No real time control of inventory and distressed inventory for Hotel. DAEX will allow the Tour Operator to provide automated booking facilities benefiting both Hotels and Travel Agents. DAEX will show real time availability outside of allotments. Hotel will enjoy ‘matrix’ distribution of inventory via Tour Operator’s network.


DaeX supports PR and Advertising activities : DaeX supports PR and Advertising activities Daex connects hotel property management systems to a central server that allows bookings to be processed online and in real-time Destination - Dubai Travel Agent Travel Agent Tour OP Information HIMS Daex provides a rich and powerful hotel information management system (HIMS) Daex and HIMS have been designed and built using the Open Travel Alliance (OTA) specification for hotel bookings and information PR Agent Advertising Agent 3rd Party Website


DAEX reducing cost : DAEX reducing cost Hotel Costs License Fee with Opera Express: $45-65 per room one off Maintainence and support fees: Max $31 per room per annum Booking Fee per transaction: $1.50 per booking Booking Amendment: Free Booking Cancellation: Free Implementation/Training Day: $550


Summary – making the most of the internet : Summary – making the most of the internet Understand the internet’s potential: establish a clear and agile e-business strategy move to business integration and transformation Get fit for managing an agile presence on the internet: focus on the 3 core business drivers develop an e-business regime to obtain customer-centric information Integrate to achieve strategic drivers: use technology to leverage your trade network to develop new markets utilise the internet to distribute inventory to retain customers automate manual processes to reduce cost


To close : To close “There are risks and costs in a programme of action, but they are far less than the risks and costs in a programme of comfortable inaction.” JFK – Cuban Crisis 1962