Over the last few years, in my many discussions with hoteliers, an increasingly frequent topic is the unpredictability of the market, and the changing behaviour of their guests. The fact is that it is becoming harder and harder to predict what will happen in their business in the coming weeks and months.
Weeks that would normally be busy appear quieter, whilst weeks that are expected to be slow suddenly fill with unexpected demand. Guests seem to behave in ways that they never used to before.
Do our guests know things that we don’t or do we just not know our guests anymore? The change is blamed on many things: the ease of making bookings, the transparency of supply, the OTAs and even the millennials.
Is there one clear answer? Is there anything we can do to make our business easier to forecast?
The answer to both is YES, and I would like to share some insights on how to better forecast your business and how to better understand your guest’s behaviour
Kim Spolén has worked at several of Stockholm’s leading hotels for a total of 20 years and has a wide experience of working with PMS, Channel and Revenue Management. He hasalso been a consultant during the opening of a 5 star hotel in Prague. Kim has a strong interest in all kind of marketing and customer relation activities and firmly believe that knowledge based communication with the customers is the key to a long term business relationship.Presently he is working as Director Infor Hospitality Nordics at Infor with hospitality software solutions.
Yamina Haif felt the passion for the Hotel Industry more than 20 years ago when she joined the Accorhotels group as a Reservations Agent. Each and every position she had since then has been linked to Revenue Management, whether she was Reservations Manager, General Manager or Senior Consultant. These various positions allowed her to see how Revenue Management, Distribution or Pricing have evolved and how important it is to constantly move forward and think out of the box.
She recently joined the Infor Team as Solutions Consultant RMS.
Join over 20,000 hotels in more than 100 countries that are using Infor’s software to increase sales by over 30%, maximize revenue up to 7%, and lower labour costs by as much as 6%. Whether you are part of an independent hotel, a smaller chain, or a global brand, with Infor you get scalable solutions, featuring out-of-the-box hotel functionality that deliver measurable results. Cloud deployment options offer you faster deployments and upgrades, fewer modifications and less disruption as your business and profit grows.