The future of income management is now!

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A world where revenue optimization, marketing, distribution and digital teams all work under one roof for all revenue.

Traditionally, hoteliers have operated their businesses with departments working separately towards various goals. While more bookings and a positive customer experience have always been the end goal in the hospitality industry, for separate departments this is where the commonalities end.

In the past, marketing, distribution, revenue optimization divisions, and digital teams worked diligently to achieve complementary goals within their departments without thinking of working together. To continue income growth, this must change.

In a post-Covid world, where travel habits are constantly changing, the need for increased use of technology and rapid compilation of data brings these teams together under one banner of revenue generation.

The dangers of the silo effect

The “silo effect” occurs when a team or members of the leadership do not share common goals, do not have aligned strategies, do not exchange information or do not use tools. collaboration. Not only can the silo effect hurt employee morale, it can hurt your bottom line as well.

Traditionally, marketing, revenue optimization and digital teams have worked as separate entities within a hotel’s corporate structure, often with little collective communication. While each department or individual might think they are working to contribute to the common goals of the organization, without collaboration and communication between departments, they might be working toward opposing end goals.

Building a brand and maximizing revenue were seen as two separate and independent goals. This narrow thinking hurts hotel guests, who end up suffering when departments don’t communicate, and messages differ from division to division.

Why departments need to work together more than ever

Advances and rapid adoption of technology in the hospitality industry have increased the importance of interdivisional teamwork. Typically, an income professional spends over 40% of their time compiling data. As data becomes more readily available, the Revenue Professional will engage the marketing, digital and distribution teams to design the right strategies and the right turnaround times to ensure peak revenue and profit. This can, and should, happen at the property, regional and corporate level to ensure that all revenue streams achieve their greatest capture.

Suzanne Swafford, CRME, Managing Partner at Revenue Tree, LLC and Partner at Strategic Solution PartnersAccording to Suzanne Swafford, CRME, Managing Partner at Revenue Tree, LLC and Associate Partner at Strategic Solution Partners, “Hotels that integrate data collection from all revenue sources into quick and informative analytics dashboards will stay in touch. with the ever changing trends in the travel landscape. Hotels that have a clear understanding of data and the ability to create and implement data-driven strategies across departments will be leaders in their market. “

Now that technology allows us to instantly capture and evaluate data from past, potential and current customers, all departments must work together to act on current data models. The past eighteen months have been dynamic to say the least. The need for data compilation has grown over the past year and a half as trends no longer follow standards and need to be assessed and addressed quickly.

How to maximize the collaborative effort

Teamwork between departments cannot be done without clear communication between each team member involved. In traditional, independent cooperative structures, communication between departments tends to only take place when something goes wrong. However, communication must be constant between departments during successes and failures. With reliable communication, services can be on the same page about customer needs, which ultimately is most important.

Patrick Harrington, CRME, High-Touch Customer Advisor for Travel ProspectsPatrick Harrington, CRME, High-Touch Client Advocate for Travel Outlook, says “Understanding the guest and sharing that information across all departments is vital to a hotel’s success”. To maximize communication between departments, encourage effective collaboration.

According to a collaboration study called Collaboration Trends and Technology, researchers found that 98% of connected employees collaborate and – 94% say collaboration is important. Additionally, the study found that 48% of employees preferred collaborative communication to take place in the morning and 24% preferred early afternoon.

The study also found that 83% of employees surveyed use technology to communicate between departments. To maximize inter-team effort, make communication social, foster a collaborative culture, solicit the opinions of your employees and use the technology at your disposal and that of your team.

Collaborative efforts drive efficiency

Lean and efficient team and team collaborations working together towards a common goal eliminate the bureaucracy of typical cross-departmental efforts. By working together from compiling data to implementing data-driven strategies, teams are inviting further structural changes without the hassle of changing the old guard or garnering as much buy-in as they did before COVID.

Doug Kennedy, President of the Kennedy Training NetworkDoug Kennedy, president of the Kennedy Training Network and founding advisor to the board of what is now known as the HSMAI Revenue Optimization Advisory Board, has observed the evolution of the industry over the years. He says: “It is clear that inter-ministerial communication is the key to increasing revenues. Messaging needs to be united across all departments, from marketing, sales and digital to optimization and revenue distribution.

Simplify your team’s collaboration by outsourcing your reservation service

With new efficient and lightweight teams working together to unify messaging and increase revenue, reservations need to keep their share of the workload as the final piece of the puzzle.

Outsourcing your hotel reservation service to an independent hotel call center will allow other departments to focus their collective efforts on increasing revenue and ensuring the brand’s messaging continuity. Professionally trained call center agents will help your team work effectively to increase your hotel’s profitability and overall guest satisfaction. And they will work around the clock to make sure that all call center agents know the ins and outs of your property and can sell its best features.

On Travel prospects

Given its progressive approach to the voice channel – in terms of performance, training, transparency, testing and tools used to measure performance – Travel Outlook Premium Hotel Call Center has become the premier voice booking team in the hotel. Travel Outlook’s list of valued clients includes Viceroy Hotel Group, Outrigger, KSL Resorts, Proper Hospitality Group, Pacific Hospitality Group, Highgate Hotels, Columbia Hospitality, The Irvine Company, Catalina Island and many more. Travel Outlook’s team and approach increase sales conversion and help create more effective voice communication between hotels and their guests, resulting in better social media scores in addition to increased voice channel revenue. For more information, visit www.traveloutlook.com.

Media contact:
Raul vega
LEVEL 5 Hospitality, LLC
[email protected]

All logos, product and company names mentioned are the property of their respective owners.

© 2021 Hotel News Resource


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