Hotel Revenue Optimization
DKN Hotels has led the evolution from traditional yield management towards comprehensive revenue management, including demand generators, drilled-down usage of TPI (Third Party Internet) sites, including Opaques (Hotwire/ Priceline). Our Revenue Department would begin by conducting a channel and market segment audit, by occupancy and ADR, then recommend rate strategies for all.Our Sales Department would work to uncover untapped market segment opportunities via prospecting efforts, after completing a sales audit of existing efforts. Our Sales Managers would then train, motivate and direct the sales effort to associations, organizations, groups, and, of course local and national corporations that have sleeping room needs in the area.
Our Marketing Department would work with our client's website designer and/or brand.com website to update content and optimize organic search results (SEO), propose pay per click campaigns (SEM) and relevant media buys, in print and on-line media.
Top Line Revenue Enhancement & Management:
- DKN Hotels conducts a thorough, comprehensive market analysis, which includes:
- Comp set analysis, local and national account production at hotel and comp set, standard geographical classification of companies in the area, feeder cities, and more!
- Analyze Star Report - comp set, all indices, to determine trends and opportunities.
- Set benchmark rates for one year out - Establish high and low seasons, compression dates, holidays, and adjust rates accordingly.
- Analyze existing revenue channels, and create strategies to optimize revenue from: Franchise - Brand tools, Property/ walk-ins, Sales, Internet.
- Analyze revenue from existing market segments, and create strategies to optimize revenue from: Third Party Internet, Corporate, Government/Military, Leisure, Negotiated Corporate and National Accounts, Smerf, FIT/ Wholesale.
- RevMax - DKN Hotels conducts comprehensive weekly meetings to review pick up week over week, demand generators, sales impact and efforts, and to discuss and revise strategies, and change benchmark rates and discount to impact demand.
Hotel Sales
- DKN Hotels will recruit, hire, train, manage, direct and motivate the sales team through market segment goals.
- Reporting: Periodic call reports from Sales Managers, monthly revenue reports, monthly action plans - 3 months out, periodic one-on-one meetings with Sales Managers, concentrate on strengths, work around opportunities, set and review revenue goals, create a comprehensive prospect list per market segment, and build a demand generator list (events, conventions, etc.).
Hospitality Marketing
- Optimize the website's search engine performance (SEO)
- Implement pay-per-click campaigns (SEM)
- Implement e-Blast campaigns to drive repeat guest revenue
- Create hotel packages to drive interest, revenue and bookings
- Research local and national advertising and media buy opportunities, both print and online
- Analyze ROI results of all efforts monthly.
