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Consortia Programs

LANYON’S CONVERGE 2011. Consortia Programs. Presented by Mai Meyaart VP and Managing Director. Maximizing ROI. Future Trends. Consortia Value. Rebounding +24.6% Yr/Yr Higher rated +40% Repeat business 82% of GDS transactions come from Travel Agents . Travel Agent Business.

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Consortia Programs

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  1. LANYON’S CONVERGE 2011 Consortia Programs Presented by Mai Meyaart VP and Managing Director

  2. Maximizing ROI Future Trends Consortia Value

  3. Rebounding +24.6% Yr/Yr • Higher rated +40% • Repeat business • 82% of GDS transactions come from Travel Agents Travel Agent Business

  4. 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

  5. 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

  6. Consortia Differences TRAVEL MANAGEMENT COMPANIES VS CONSORTIA DECISION MAKER 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 In the TMC world, the travel manager is the decision maker, and has the greatest point of influence on where the traveler stays THE TRAVELER THE TRAVEL AGENT

  7. 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!

  8. Filling your properties MARKETMIX S M T W T F S Corporate programs fill your hotels midweek, leaving weekends suffering

  9. 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.

  10. Consortia Differences ADDITIONAL SERVICES Booking Engine Call Center Training and Support Different consortia offer agencies different services – this directly impact which consortia agencies use

  11. Consortia Crossover DUPLICATE IATAs Often agencies choose to work with more than one consortia – this is why their IATA number appears on more than one list

  12. Why Travel Agencies Choose Multiple Consortium? • Differences in hotel content • Market mix • Geographic mix • Access to ancillary services • Strong block space program • Strong 24/7 support • Commission collection support MORE THAN ONE PROGRAM … MORE THAN ONE LIST Some examples of these different services

  13. Maximizing ROI

  14. 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

  15. Rate Loading - Incorrect

  16. Rate Loading - Incorrect

  17. Rate Loading - Correct

  18. 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

  19. Future Trends

  20. Program Evolution • Increased value on “better than BAR” • Parity challenge • More value adds • More consortia intel

  21. Agent Behavior • Increase in on-line tool usage • More At Home agents • Social network savvy

  22. Consortia Evolution • Going Global • Survival of the Fittest • Mobile Strategy • ROE – Return On Experience

  23. Future Trends • Better than BAR • rates • Value Ads • Globalization • Survival of • Fittest • Maximize ROI • Right market mix • Targeted marketing opps • Attention to rate loading • Use market intel • Consortia Value • Travel Agent biz is good • 40% higher ADR • Repeat customers • Critical distribution • Right Market Mix

  24. ??? Q & A

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