What is Total Guest Value
Understanding & Applying Total Guest Value Limin Cheng Director – Revenue & Distribution Management Marina Bay Sands
Overview • What is Total Guest Value – things to consider in deriving Total Guest Value • How can TGV be used in focusing efforts in Sales, Marketing and Revenue Optimization • Going Deeper – How well do you understand your
Top 5 source markets ?
Overview • What is Total Guest Value – things to consider in deriving Total Guest Value • How can TGV be used in focusing efforts in Sales, Marketing and Revenue Optimization • Going Deeper – How well do you understand your
Top 5 source markets ?
Total Guest Value (TGV) True Room Value
ADR
Room Profit
True Ancillary Value
Average Ancillary Revenue per Room Night
Ancillary Profit
Total Guest Value (TGV)
Cost of Distribution
TGV by Top 10 Source Markets and Market Segments
Total Value of Hotel Guest by Profit
FIT Direct Call Center Brand Site GDS OTA Contracted Corp. Tour Operator Ind. Groups Total
3
5
4
USA
UK
GERMANY
$304 $320 $378 $285 $298 $200 $337 $376 $291
$426 $479 $414 $419 $306 $209 $309 $433 $322
$354 $498 $425 $350 $295 $164 $355 $403 $305
1
7
8
2
JAPAN AUSTRALIA INDONESIA
INDIA
$371 $457 $419 $202 $290 $198 $334 $370 $306
$348 $357 $342 $241 $292 $215 $315 $346 $274
$356 $433 $343 $277 $276 $199 $326 $401 $299
$354 $463 $331 $314 $274 $175 $298 $354 $272
*Please note that all data used in this presentation is dummy data.
10
6
HONG KONG CHINA
$340 $438 $324 $298 $257 $250 $339 $348 $261
$403 $460 $371 $340 $315 $200 $321 $355 $292
9
6
RUSSIA
OTHERS Grand Total
$346 $459 $329 $287 $274 $265 $300 $340 $280
$382 $419 $361 $317 $291 $135 $319 $351 $296
$359 $369 $356 $316 $290 $215 $316 $371 $297
Review Year-on-Year Changes (Discuss with Marketing, Sales and Revenue Strategies) Year on Year Change
FIT Direct Call Center Brand Site GDS OTA Contracted Corp. Tour Operator Ind. Groups Total
•
•
•
USA
UK
GERMANY
$6 $6 $53 -$48 $18 $33 $17 $12 -$7
-$36 $24 $16 $56 $25 -$63 -$22 -$6 -$8
$34 $73 $27 $33 $30 $7 $2 $40 $17
JAPAN AUSTRALIA INDONESIA
INDIA
HONG KONG
CHINA
RUSSIA
-$50 $42 $22 -$85 $30 -$3 -$9 $14 $25
-$58 -$57 -$51 -$77 $21 -$40 -$34 -$4 $15
-$15 $17 -$33 $1 $9 $86 -$10 -$27 -$25
-$20 $1 -$13 $29 $31 $28 $4 -$3 $12
$35 $130 $26 -$5 $24 $120 -$19 -$35 $21
-$19 $21 -$18 -$4 $34 -$30 -$11 $37 $0
-$35 -$11 -$35 $9 $30 $3 -$13 -$9 -$34
OTHERS Grand Total
-$44 -$62 -$27 $6 -$6 $18 -$19 -$42 -$18
-$41 -$74 -$19 $8 $17 $9 -$18 -$7 -$2
What was the cause of GDS dropping in TGV year-on-year ? Did a particular Consortia fall out? Were there changes in US travel patterns to Singapore? Could it be room type buying behavior changes? Was there more marketing buy implemented in the GDS for 2016? Why was there such a huge decline in contracted corporate for UK? Did we lose a key account? Does this key account affect our Groups? Did the uncertainty of Brexit and temporary dip in the pound impact UK corporate travel? How did travel patterns from Hong Kong to Singapore differ from stays at our hotel? Why was there a larger decline in Brand Site observed vs Call Center? Is it a language capability issue? Did we introduce Cantonese speaking staff at our call center or a new upsell programme driving higher conversions / room types?
*Please note that all data used in this presentation is dummy d
Overview • What is Total Guest Value – things to consider in deriving Total Guest Value • How can TGV be used in focusing efforts in Sales, Marketing and Revenue Optimization • Going Deeper – How well do you understand your
Top 5 source markets ?
*Please note that all data used in this presentation is dummy data data.
*Please note that all data used in this presentation is dummy datadata.
*Please note that all data used in this presentation is dummy data data.
Questions?
*Please note that all data used in this presentation is dummy data.
Overview • What is Total Guest Value – things to consider in deriving Total Guest Value • How can TGV be used in focusing efforts in Sales, Marketing and Revenue Optimization • Going Deeper – How well do you understand your
Top 5 source markets ?
Overview • What is Total Guest Value – things to consider in deriving Total Guest Value • How can TGV be used in focusing efforts in Sales, Marketing and Revenue Optimization • Going Deeper – How well do you understand your
Top 5 source markets ?
Total Guest Value (TGV) True Room Value
ADR
Room Profit
True Ancillary Value
Average Ancillary Revenue per Room Night
Ancillary Profit
Total Guest Value (TGV)
Cost of Distribution
TGV by Top 10 Source Markets and Market Segments
Total Value of Hotel Guest by Profit
FIT Direct Call Center Brand Site GDS OTA Contracted Corp. Tour Operator Ind. Groups Total
3
5
4
USA
UK
GERMANY
$304 $320 $378 $285 $298 $200 $337 $376 $291
$426 $479 $414 $419 $306 $209 $309 $433 $322
$354 $498 $425 $350 $295 $164 $355 $403 $305
1
7
8
2
JAPAN AUSTRALIA INDONESIA
INDIA
$371 $457 $419 $202 $290 $198 $334 $370 $306
$348 $357 $342 $241 $292 $215 $315 $346 $274
$356 $433 $343 $277 $276 $199 $326 $401 $299
$354 $463 $331 $314 $274 $175 $298 $354 $272
*Please note that all data used in this presentation is dummy data.
10
6
HONG KONG CHINA
$340 $438 $324 $298 $257 $250 $339 $348 $261
$403 $460 $371 $340 $315 $200 $321 $355 $292
9
6
RUSSIA
OTHERS Grand Total
$346 $459 $329 $287 $274 $265 $300 $340 $280
$382 $419 $361 $317 $291 $135 $319 $351 $296
$359 $369 $356 $316 $290 $215 $316 $371 $297
Review Year-on-Year Changes (Discuss with Marketing, Sales and Revenue Strategies) Year on Year Change
FIT Direct Call Center Brand Site GDS OTA Contracted Corp. Tour Operator Ind. Groups Total
•
•
•
USA
UK
GERMANY
$6 $6 $53 -$48 $18 $33 $17 $12 -$7
-$36 $24 $16 $56 $25 -$63 -$22 -$6 -$8
$34 $73 $27 $33 $30 $7 $2 $40 $17
JAPAN AUSTRALIA INDONESIA
INDIA
HONG KONG
CHINA
RUSSIA
-$50 $42 $22 -$85 $30 -$3 -$9 $14 $25
-$58 -$57 -$51 -$77 $21 -$40 -$34 -$4 $15
-$15 $17 -$33 $1 $9 $86 -$10 -$27 -$25
-$20 $1 -$13 $29 $31 $28 $4 -$3 $12
$35 $130 $26 -$5 $24 $120 -$19 -$35 $21
-$19 $21 -$18 -$4 $34 -$30 -$11 $37 $0
-$35 -$11 -$35 $9 $30 $3 -$13 -$9 -$34
OTHERS Grand Total
-$44 -$62 -$27 $6 -$6 $18 -$19 -$42 -$18
-$41 -$74 -$19 $8 $17 $9 -$18 -$7 -$2
What was the cause of GDS dropping in TGV year-on-year ? Did a particular Consortia fall out? Were there changes in US travel patterns to Singapore? Could it be room type buying behavior changes? Was there more marketing buy implemented in the GDS for 2016? Why was there such a huge decline in contracted corporate for UK? Did we lose a key account? Does this key account affect our Groups? Did the uncertainty of Brexit and temporary dip in the pound impact UK corporate travel? How did travel patterns from Hong Kong to Singapore differ from stays at our hotel? Why was there a larger decline in Brand Site observed vs Call Center? Is it a language capability issue? Did we introduce Cantonese speaking staff at our call center or a new upsell programme driving higher conversions / room types?
*Please note that all data used in this presentation is dummy d
Overview • What is Total Guest Value – things to consider in deriving Total Guest Value • How can TGV be used in focusing efforts in Sales, Marketing and Revenue Optimization • Going Deeper – How well do you understand your
Top 5 source markets ?
*Please note that all data used in this presentation is dummy data data.
*Please note that all data used in this presentation is dummy datadata.
*Please note that all data used in this presentation is dummy data data.
Questions?
*Please note that all data used in this presentation is dummy data.
