Radisson 2010 GBC Template - Carlson

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Radisson 2010 GBC Template - Carlson

Samantha JonesDirector, Global Travel Industry SalesCarlson Hotels, AmericasAudrey MuranteSenior Director, eBusiness DevelopmentCarlson Hotels, AmericasHeidi VeireProgram Manager, Look To BookCarlson Hotels, Americas1


CARLSON WAGONLIT TRAVEL AND THE WORLDOF TRAVEL INTERMEDIARIES2


OBJECTIVES OF SESSION• To review strategies on how to maximizeroom revenues through the Travel Agencychannel– Through Travel Agents for Leisure Travel– Through Travel Management Companies (TMCs)for Managed Business Travel• To highlight how our partnership withCarlson Wagonlit Travel will yieldpremium performance3


AGENDA1. Organizational Update2. Travel Agency Strategy3. Results4. Travel Agent “Flow Chart”5. Travel Management Companies & Consortias6. CWT7. Look To Book8. Top 104


GLOBAL ORGANIZATIONAL UPDATERevenue GenerationFredrik KorallusGlobal Revenue CouncilMarketing & LoyaltyHeather PasseSalesShelly IrrgangTravel Industry RelationsGT DhillonDistribution & Res SvcChris BrosnahanRevenue OptimizationFred DeschampsTMC & ConsortiaSamantha JonesLook To BookHeidi VeireGDS & OTA’sAudrey Murante5


GLOBAL TRAVEL AGENCY STRATEGY• To grow our market share (vs. the segment in general and vs. our compset)• To grow our room revenues through the Travel Agency channel• To control/minimize our distribution costs• To distribute our product via any and all distribution channels that are costviable6


AGENCY INTERMEDIATED TRAVELManaged Corporate TravelSBTTravelerTMCGDSCarlson HotelsHotelCheck OutT/A• Look To Book• Agency Visits• MarketingLegendSBT: Self Booking ToolT/A: Travel AgentTMC: Travel ManagementCompanyGDS: Global Distribution SystemPFP: Pay For PerformanceLeisure TravelTravelerAgentTAGDSCarlson HotelsHotelCheck Out• Look To Book• Agency Visits• MarketingCommission PFP AnalysisCommission PFP Analysis7


WHAT IS A CONSORTIA?• Membership organization• Independently owned travel agencies• Business mix is typically 60% leisure / 40% business• Who are they?– CCRA, Travelsavers, Thor, ABC Global Services, Hickory/Custom Travel Systems,Travel Leaders, and Travel Graphics8


BENEFITS OF OUR RELATIONSHIPSOur relationships with TMCs and Consortias provide the followingbenefits to hotels:• Hotel product “on the shelf”• Screen biasing/positioning• Access to agencies, point-of-sale messaging & marketing opportunities• BTC (Business Travel Center) visits9


BEST PRACTICES FOR WORKING WITHTMCS AND CONSORTIAS• Know who your top agencies are (reports can be accessed via CONNECT)• Make sales efforts on these top agencies (i.e. go visit them, educate them on yourproduct/brand)• Invite them to come stay at your hotel…a valuable selling tool• Participate in the right programs that have potential for your hotel / market• Make sure your parity rate is priced appropriately versus your comp set(there are several tools in the industry that can help you do this effectively &efficiently)• Market your hotel‟s promotions to/through the travel agent channel• Monitor production on an ongoing basis so that there are no surpriseswhen business shifts10


ADVERTISING OPPORTUNITIES – HOTELPROGRAMME SHOPPING TOOL• Audience– Millions of frequent travelers– Over 20,000 Travel counselors• Creative options– Banners– Button– Map• Advertising costs– From USD 1,200 per quarter11


AGENCY INTERMEDIATED TRAVELManaged Corporate TravelSBTTravelerTMCGDSCarlson HotelsHotelCheck OutT/A• Look To Book• Agency Visits• MarketingLegendSBT: Self Booking ToolT/A: Travel AgentTMC: Travel ManagementCompanyGDS: Global Distribution SystemPFP: Pay For PerformanceLeisure TravelTravelerAgentTAGDSCarlson HotelsHotelCheck Out• Look To Book• Agency Visits• MarketingCommission PFP AnalysisCommission PFP Analysis12


LOOK TO BOOK: PROGRAM RE-BRANDING2 page ad in CWT Times13


LOOK TO BOOK (LTB)How does the program work?• Earning– All rate codes eligible for bookings made through GDSs orbrand web sites– Members earn 10 points per USD 1 for consumed roomrevenue• Members can redeem points for:– Airlines miles– Free nights– Pre-paid Cards• Operationally easy for your hotel14


TOP 10 “TO DO‟S”1. Start a „Travel Agency Plan‟ for your hotel2. Find out what your hotel‟s GDS, TMC and LTB contributions are3. Consider purchasing data tools sold by TravelCLICK (Hotelligence) and Rubicon4. Make sure your TMC/Consortia “parity” rate is priced appropriately5. Maximize the CWT relationship6. Visit a travel agency7. Know who your top Look To Book agents are – thank them for the business8. Check and update your GDS content and images quarterly. Verify that your negotiated rates are loaded andbookable for 20119. Consider TMC/Consortia marketing/advertising and GDS placement/advertising opportunities(are they right for you?)10. Commit to learning more about the Travel Agency segment15


Samantha JonesDirector, Global Travel Industry SalesCarlson Hotels, AmericasAudrey MuranteSenior Director, eBusiness DevelopmentCarlson Hotels, AmericasHeidi VeireProgram Manager, Look To BookCarlson Hotels, Americas16

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