patrick landman
Occupancy vs ADR, the Never Ending Discussion in Revenue Management
Patrick Landman | June 6, 2024
By Patrick Landman Since the early days revenue management has been applied in hotels, there has been an intriguing ongoing discussion. What drives more value to the business, ADR, average daily rate, or occupancy? I have been in hotel revenue management consulting since 2006, and it is a question that keeps coming back. ‘How can I make more profit with my hotel?’ Owners that are closely watching the P&L statement are especially keen to understand how they can drive the bottom line of their hospitality business. Which is it? So what is it, Occupancy or Average Room Rate (ARR)? The answer is of course both! As t...
Hotel Marketing Plan & Strategies for 2022 & 2023
Patrick Landman | October 10, 2022
By Patrick Landman Today’s traveler’s journey is more fragmented than ever. With the recent proliferation of new travel super apps, distribution Goliaths such as Google and Expedia updating their ranking algorithms at a frantic pace, and the seemingly unstoppable growth of metasearch engine traffic, building and executing an effective hotel marketing strategy can seem intimidating. Maintaining a holistic, cross-channel approach is essential and always is highly-recommended by our hotel management company. The primary goal of a robust hotel marketing plan, in fact, is to increase your brand visibility (and to do so transversally...
How Google Hotel Ads is Penetrating the Hotel Distribution Vertical, and the Opportunity This Presents for Hotels
Patrick Landman | August 13, 2021
By Patrick Landman Google is taking the hotel industry by storm to gain market share and grow their advertising revenues. We will take a look at how Google is penetrating the hotel distribution vertical with Google Hotel Ads, and what opportunities this gives in terms of hotel revenue management and marketing. From Hotel Finder to GHA Exactly ten years ago, Google launched what Andrew McCarthy, at the time Software Engineer for the Mountain View’s company, described as an “experimental search tool designed to help users locate and book hotels.” We’re talking, obviously, about Hotel Finder. In that d...
Top 5 Essential Hotel Management Tips for the Perfect Guest Experience
Patrick Landman | January 18, 2021
By Patrick Landman It is now more important than ever to make every guest’s stay be as fulfilling and enjoyable as possible for your hotel. It is simply too great a risk to lose revenues as a result of bad reviews, having to issue refunds, or through other issues that generate guest complaints. In this article, we reflect on where such issues may arise, how to measure, and how to take fast, effective action allowing you to manage your hotel in the best way possible. In this article: Personalize your hotel experience: the guest is king Break the barriers and silo mentality Rethink your value-adds What hotel guests re...
Revenue Management Strategies During an Economic Downturn or Global Financial Crisis
Patrick Landman | August 5, 2020
By Patrick Landman The unofficial definition of Revenue Management used by insiders is ‘the art of turning away business’. This certainly does not apply during the current Covid-19 (coronavirus) global healthcare crisis, and the economic downturn the hotel industry is facing in its aftermath. All the standard strategies and playbooks are out of the window right now. So what to do? Hotel revenue management has now turned into a more commercial role, one that is focussed on generating demand, and getting eyeballs to your shop’s window. Not the typical role a revenue manager is used to. And I am sure many revenue management profess...
Bleisure, a New Target Market for Hotels: the 5-Step Plan for Success
Patrick Landman | December 4, 2019
By Patrick Landman Bleisure has become a booming customer segment for hotels. “Bleisure” is a portmanteau of the words business and leisure, and refers to corporate travellers which also add leisure activities into their stay. It is also known as “bizcation” or “workcation”. The typical question that guests are asked, “Are you traveling for business or leisure?” will likely soon require the third option of bleisure. Discover how to attract bleisure guests to your hotel in this brief 5-step guide for hotel operation, revenue management, and hotel marketing professionals. What Type of Guest Profile Does Bleisure Travelers In...
5 Tips to Maximize Your Hotel Metasearch Advertising Revenue
Patrick Landman | September 9, 2019
By Patrick Landman Amsterdam has a problem with over-tourism: we all know that. With 3 Billion € revenue per year generated by travelers, you'd expect search volume for queries such as "Hotels in Amsterdam" to have skyrocketed over the years, wouldn't you? Well, get ready to be disappointed. What if I told you that traffic for such query has, instead, been plummeting, and its volume is now half of what it used to be back in 2014? So how do you adjust you hotel marketing strategy? You can see by yourself, by looking at the GoogleTrends graph below. This (seeming) paradox can be explained by a quite recent shift in travelers'...
5 Ways to Drive Incremental Revenue to Your Hotel
Patrick Landman | June 27, 2019
By Patrick Landman In last year’s article on hotel ancillary revenue we shared insider tips on how to generate extra revenue at your hotel or resort. We explained, among other things, how to upsell and cross-sell your services and how to leverage underutilized areas to increase revenue. These main strategies will stay relevant during the coming years, but there are now novel ways of increasing revenue per guest too. In this article, we will go into detail about these new methods of using the strategies mentioned previously and discuss other tips and tricks to supercharge your revenue by getting your guests to spend more. 1. New Wa...
