Transcript Introduce self - CCRA Travel Commerce Network

LANYON’S CONVERGE 2011
CONSORTIA PROGRAMS
Presented by Mai Meyaart
VP and Managing Director
Consortia
Value
Maximizing
ROI
Future
Trends
Travel Agent Business
 Rebounding +24.6% Yr/Yr
 Higher rated +40%
 Repeat business
82% of GDS transactions come
from Travel Agents
Travel Agencies – Why the
Turn Around?
 Time is more valuable than $$
 Arrangements are too complex
 Consequences of making a mistake
are too dire
 Too much chaos – too many choices
 Hotels are more savvy in
discounting through OTA’s
Consortia value
 Agency groups joined in a common




venture
Multiplier for TA distribution
Rate compliance and squatter audit
Monitor and motivate program usage
Effective marketing channels and
intel
Consortia Differences
TRAVEL MANAGEMENT COMPANIES VS CONSORTIA
In the TMC world, the
travel manager is the
decision maker, and has
the greatest point of
influence on where the
traveler stays
DECISION MAKER
THE
TRAVELER
THE TRAVEL
AGENT
In the consortia world,
where there are fewer
managed travel
accounts, the use of a
travel agent is voluntary
and travelers use them
for their expertise
Consortia Differences
MARKET MIX
BRICK AND MORTAR
HOME BASED
Corporate
Leisure
Be selective – look for the program that offers you corporate and
leisure business – weekday and weekend occupancy!
Filling your properties
MARKET MIX
S M T W T F S
Corporate programs fill your hotels midweek, leaving weekends
suffering
Filling your properties
MARKET MIX
S M T W T F S
Hotel programs that offer the right mix of corporate and leisure
business help fill your property all week long.
Consortia Differences
ADDITIONAL SERVICES
Booking Engine
Call Center
Training and Support
Different consortia offer agencies different
services – this directly impact which
consortia agencies use
Consortia
A
DUPLICATE IATAs
Consortia Crossover
Consortia
B
Often agencies choose to work with more than one consortia – this
is why their IATA number appears on more than one list
Why Travel Agencies Choose Multiple
Consortium?
 Differences in hotel content
o Market mix
Most
Corporate
o Geographic mix
 Access to ancillary services
o Strong block space program
o Strong 24/7 support
o Commission collection support
Most
Hotels
Japan
Best
Reach
Best Ancillary
Programs
MORE THAN ONE PROGRAM …
MORE THAN ONE LIST
Some examples of these different
services
MAXIMIZING ROI
Marketing Tools
 Use those tools available to you
 Run promos that support consortia rates
 Take advantage of market intel
 Create FAM opportunities
 Act on rate audit results
Rate Loading - Incorrect
Rate Loading - Incorrect
Rate Loading - Correct
Communicate Successes
 Share the message down to property level
and repeat
 Develop relationships at leadership level
 Engage other departments
 Look at total volume by consortia
FUTURE TRENDS
Program Evolution
 Increased value on “better than BAR”
 Parity challenge
 More value adds
 More consortia intel
Agent Behavior
 Increase in on-line tool usage
 More At Home agents
 Social network savvy
Consortia Evolution
 Going Global
 Survival of the Fittest
 Mobile Strategy
 ROE – Return On Experience
•
Consortia Value
Travel Agent biz
is good
•
•
40% higher ADR
•
•
Repeat customers
•
•
Critical
distribution
Right Market Mix
Maximize ROI
Right market
mix
Future Trends
• Better than BAR
rates
Targeted
marketing opps
• Value Ads
• Globalization
•
•
Attention to
rate loading
Use market
intel
• Survival of
Fittest
???
Q & A