Hospitality Sales Metrics MasterClass

1 Day
11 Modules

Hospitality Sales & Marketing Metrics MasterClass

OVERVIEW

Every business has its metrics that help organizations to measure their performance and help to improve their sales. The same goes for the hotel industry. Hotel metrics are an important component that makes it possible to keep track of the revenue stream and understand a hotel's performance.

Hospitality Sales & Marketing Metrics is an important element in room tariffs and its management (various components) including OTA Management, Rate Parity, GOOPAR, and many others. Your team members must understand the logic behind these Sales Metrics of your room rates – based on various distribution and revenue forecasts.

At the seminar, we will share the expertise strategies practiced by many international hotel brands like Marriott, Hilton, Sheraton, Pan Pacific, and many others.

We have simplified this complicated module into an “easy to understand” formula and your team member may implement those strategies immediately with minimum supervision heading 2023 market share.

The benefits of Sales & Marketing Metrics compass the value of Corporate Branding, Strategic Pricing, Employee Branding, and seasonal revenue forecast based on local market parity yearly.

LEARNING OUTCOME

Attendees will be able to learn broader perspectives of Hospitality Sales & Marketing with important key metrics of the business. This meticulous program will come easy for any hotel & sales marketing personnel of any size of hotel and resort.
In-depth case studies, with broader lecturing on hospitality business and revenue stream.

LEARNING METHODOLOGIES

PPT Presentation and Case Studies
Business Avenues post-pandemic.
Group Discussion on market share post-pandemic.
Proven research pointers with an in-depth presentation

Module 1:

What is BRANDING Metrics of Hospitality

Why branding is important for hotels.
Branding is not advertising alone. It is beyond the conventional advertising and marketing blitz.
Branding evolves both company and its employees.
Why is CSR not a productive idea?

Module 2:

SEGMENTATION of your market share

Segmentation data display performance relative to three customer segments. These are:

Group: Group rooms are sold simultaneously in blocks of a minimum of ten rooms or more.
Transient: Transient rooms include rooms occupied by those with reservations at the rack, corporate, corporate negotiated, package, permanent guests, government, or foreign traveler rates. Also includes occupied rooms booked via third-party websites.

Module 3:

What entails Branding KPI versus Sales Metrics?

Why KPI for branding?
Why does Corporate & Employee branding matter?
Evaluate your desk first before others.
What is the difference between KPI and Sales Metrics?

Module 4:

Average Daily Rate (ADR)

ADR or average daily rate is one of the hotel industry's most critical metrics. It is simply the representation of the average rate paid by guests per room for a specific day or period. To calculate it you need to divide the total room revenue earned by the total number of rooms sold at the hotel.

Module 5:

Revenue per Available Room (RevPAR)

RevPAR is a performance metric used in the hotel industry to measure the profit and success of a hotel. It is calculated by dividing the total revenue of the hotel divided by the total number of available rooms during the period being measured.

Module 6:

Average Occupancy Rate / Occupancy (OCC)

Another useful metric is the average occupancy rate which helps you understand the occupancy rates during different periods e.g. yearly, monthly, daily, or peak seasons. It is calculated by dividing the number of rooms sold by the number of available rooms.

Module 7:

Average Length of Stay (ALOS)

The ALOS metrics make it easy to identify the length of stay of guests at your hotel. This is calculated by dividing the occupied rooms by several bookings. It is said that a higher number means an improved profit as less labor is required. On the other hand, a lower ALOS results in reduced profit. The concept is that if a guest stays for a long period then it requires less labor. Whereas if several guests book rooms for one night for the same period then it requires more labor.

Module 8:

Market Penetration Index (MPI) for 2023

To stay ahead of the competition you need to know how your hotel is performing in the local market. The MPI metrics can be used as a tool to compare your hotel’s market share with your competitors. It helps you to know how many guests are choosing your hotel as compared to other hotels in your location. It can be calculated by dividing your hotel’s occupancy by market occupancy and multiplying by 100. If the result is more than 100 that means you have a very good hold on the market. Else if it is less than 100 then it indicates your hotel isn’t performing well and losing a lot of bookings to your competitors.

Module 9:

Revenue Generated Index (RGI)

In the Revenue Generated Index, is a metric that compares your hotel’s RevPAR to the average in the market.
The formula for RGI: Your hotel’s RevPAR / Total Market RevPAR.
After dividing, if the result is equal to or greater than one, that means you are in a good position in the market. In case it’s less than one then you need to devise strategies to gain more share of the market.

Module 10:

Gross Operating Profit per Available Room (GOP PAR)

GOP PAR is a key performance indicator for your hotel’s success. It lets you know the most earning part of your hotel and the operational costs involved to generate the revenue from those areas. It is calculated by dividing Gross Operating Profit by Rooms available.

Module 11:

Managing your TOTAL Available Rooms

What is this metric for this segment?
Total available rooms represent the number of rooms available multiplied by the number of days in the reported period. It is used as a measure of capacity in the system of hotels.