Revenue Strategy Forum Hong Kong
Event on 2016-09-22 08:30:00
This full-day conference brings together industry thought leaders and practitioners to examine the distribution forces reshaping the hospitality industry, while providing an afternoon of hands-on revenue management instruction. Attendees will also have plenty of time to network with peers in a relaxed and beautiful setting. Hotel ICON is offering special room rates for your stay. For price details & room reservation, please click here. Revenue Strategy Forum 08:30 – 09:00 – Registration and networking with light breakfast 09:00 – 09:15 – Welcome and opening remarks from Hotel Icon 09:15 – 09:25 – Welcome from Patrick Bosworth, CEO of Duetto 09:25 – 09:45 – Overview of Asia Travel Market — Daniel J Voellm, Managing Director, HVS Asia Pacific 09:45 – 10:15 – Keynote address: Break the Cycle and Win the Next Downturn with Revenue Strategy — Patrick Bosworth, CEO, Duetto 10:15 – 10:45 – Coffee break 10:45 – 11:45 – General Session: Digital Disruption and the Intensified Battle for Bookings Moderator: Yeoh Siew Hoon, WIT Panelists: Richard Hatter, General Manager, Hotel Icon Boon Sian Chai, Senior Director, Market Management Asia Pacific, Expedia Althaf Mohamed Ali, Vice President of Sales & Marketing, Aitken Spence Hotel Managements (Pvt) Ltd Janice Chan, Senior Director, Starwood Hotels & Resorts Asia Pacific 11:45 – 13:00 – Lunch 13:00 – 16:00 – Breakout sessions: Revenue Management or Marketing Tracks 13:00 – 14:15 – Mastering Revenue Management Workshop, Part I — Marco Benvenuti, Co-Founder, Duetto -or- How Digital Marketing Aligns With Your Revenue Strategy Moderator: Martyn Tan, Founder & Design Director, Method Media Panelists: Tim Alpe, General Manager, OVOLO Southside & Director of Sales & Revenue, OVOLO Hotels Patrick Sin, Director of Sales, Marketing, & Revenue, Hotel ICON Owen Xia, Director of Performance, Happy Marketer 14:15 – 14:45 – Break 14:45 – 16:00 – Mastering Revenue Management Workshop, Part II — Marco Benvenuti, Co-Founder, Duetto -or- Get Personal: The New Rules for Hotel Marketing Moderator: Bernard Quek, CEO, Global Hospitality Solutions Panelists: Philip Schaetz, VP Sales and Marketing, Marco Polo Hong Kong Wayne Hu, VP Strategic Marketing, Regal Hotels International Chris Yahng, Director of Marketing & Brand Strategy, Method Media Michelle Wu, General Manager, marketing, OVOLO Hotels 16:00 – 17:30 – Poolside reception for all SESSION DESCRIPTIONS KEYNOTE: Break the Cycle and Win the Next Downturn With RevPAR and occupancy beginning to decelerate in some markets around the world, the industry is beginning to see the first signs of a slow down. Smart hotel owners and operators understand this is a cyclical business and are now implementing revenue strategies that will sustain their success through not only the good times, but also the bad. In the last recession, we learned cutting rate and turning to the OTAs for more help isn’t a winning strategy. In a declining market, the only way to win is by beating the competition. This panel will explore the economic factors that could lead to an industry downturn and how hoteliers can use better data, pricing and distribution strategies to own their street corner. GENERAL SESSION: Digital Disruption and the Intensified Battle for Bookings The distribution landscape isn’t getting any easier to navigate. In the last year, we’ve seen Airbnb and peer-to-players grow exponentially, Expedia and Booking.com expand through acquisition and new offerings, and the hotel industry has begun to fight back. Many brands have rolled out new loyalty initiatives to give consumers better prices and more reason to book direct. Is the next generation of travelers as brand conscious? Are efforts to provide more personalized offers the way of the future? A panel of senior executives addresses these questions and the overall state of the digital marketplace. BREAKOUT SESSIONS Mastering Revenue Management (2 parts) In this hands-on workshop, Marco Benvenuti, co-founder of Duetto and a leading revenue strategist, will take attendees through an intensive course in revenue management that combines theoretical principals with practical examples using Hong Kong and Hotel Icon as a case study. During this three-hour interactive workshop, attendees will learn the fundamentals of revenue management and advanced concepts they can begin applying at their hotels immediately to better manage distribution and increase profitability. Don’t miss the class that has been taught by Benvenuti at leading hospitality schools throughout the world.Assisted by Philip Niemann, Director of Customer Success, Asia, Duetto I What is Revenue Management? The concept Necessary conditions Supply, demand and capacity The three cores: segmenting, forecasting, pricing II Market Analysis • Your value proposition • Compset analysis • Positioning within market III Segmentation • Understanding Your business mix and booking behavior • The different channels (Direct, Opaque and Merchant OTAs, GDS, etc.) • Yielding vs. Market segmentation • Strategic segmentation: Transient, Corporate, OTA, Consortia, Group, Wholesale IV Forecasting • Length of stay and unconstrained demand • Forecasting methods (natïve, pickup, velocity, regression) • Booking curves for inventory and revenue • Future looking data: Tracking lost business • Calculating forecast error and the importance of it V Pricing and Optimization • Right way to calculate capacity • Overbooking vs. overselling • Moving beyond BAR: Pricing by segment, channel and room type • How to stimulate demand • Acquisition costs and optimizing by profit • Loyalty pricing Marketing Track How Digital Marketing Aligns with Your Revenue Strategy In the digital space, keeping tabs on the various marketing channels — pay per click, display advertising, commission-based sales, retargeting, search engine optimization and marketing — can be downright confusing. Learn how to make them work together seamlessly to drive revenues throughout the entire customer journey, as well as how to adopt an emotional and rational approach at each step along the way, so that every digital marketing asset not only appeals to prospects but also boosts profitability. Get Personal: The New Rules for Hotel Marketing Attract the right customers and drive more direct and profitable bookings through improved online, search engine, mobile and social media marketing. Package these efforts with a more personalized and dynamic loyalty strategy to entice consumers and keep them coming back for more.
at Hotel Icon
17 Science Museum Road, Tsim Sha Tsui East, Kowloon, Hong Kong
, Hong Kong