News Release

Dr. Gabor Forgacs, Assistant Director of the School of Hospitality and Tourism Management, Ryerson University in Toronto, Canada , teaches Revenue Management posed the following "Ten Revenue Management Mistakes" in a recent article for Hotel News Resource ( www.hotelnewsresource.com ). I have taken the liberty with Dr. Forgacs' ten points of added how the SECURE-RES "Total Internet Solution" may be used to overcome each mistake.

SECURE-RES specializes in hotel Internet marketing! Hotel reservations via the Internet will continue to grow exponentially and can present your best source of business at your best revenue return. To develop an effective revenue driven strategy you incorporate three key facts in your planning (1) Who your customers are (2) What are my customers needs and wants and (3) How do my hotel's services and rates compare to comparable hotels in my market.

Here is how SECURE-RES can help overcome the mistakes pointed out by Dr. Gabor Forgacs…

10) To recognize Revenue Management as a job done only by the Front Office of a hotel.
SECURE-RES solution…Pull the marketing and revenue decision-makers together and develop an Internet marketing strategy based on realistic expectations and have a tracking method to validate these expectations.

9) To allow an internet discounting agency to sell our rooms at prices of their choosing, then complain about the erosion of rate integrity.
SECURE-RES solution…Drive more traffic directly to your hotel website through Search Engine Optimization, Pay-Per-Click and relevant website links.

8) As a revenue maximization strategy, to claim differentiating our hotel on service excellence and then promote discounts, "value package" offerings, free frequent guest points and other freebies.
SECURE-RES solution…Promote your hotel based on location and services on your own website and not always on price, offer value packages based on add-on services not discounted prices (SECURE-RES Dynamic Packaging).

7) To think that weekday strategy and weekend strategy can be the same.
SECURE-RES solution…Always collect guest or website visitor email addresses! Use this information to build a base of loyal guests through email promotions targeting the weekday guest separately from your weekend guest. (SECURE-RES email management services)

6) To expect that the "flag" (brand) will fill the hotel without us lifting a finger.
SECURE-RES solution…Your "flag" provides a value in creating a level of expectation for the buyer. Your "flag" also provides global exposure of your hotel through their call center and the global distribution systems. You're your "flag" does not care whether it is your hotel or another hotel with the same brand or one of their other brands when the shopper comes to their website. Taking control of your Internet marketing with your own website and investing in services to attract buyers to your site will provide your greatest "accountable" return on investment.

5) To count revenue dollars as equal, regardless of the distribution channel they came through.
SECURE-RES solution…We can help sort your reservations via your website compared to other channels. This information is then applied to determine what sales channel offers your best revenue returns.

4) To think that short term goals must always have priority over long term goals.
SECURE-RES solution…Internet marketing methods of driving measurable short term results and tools to build a strong foundation for long term expectations.

3) To be convinced that artificial intelligence (our RM software) is superior to human intelligence.
SECURE-RES solution…Services provided by SECURE-RES, although utilizing the best technologies, are labor intensive. Our services encompass website design, website optimization and marketing and most important your website booking engine with custom functions to meet your hotel's unique needs.

2) To believe that the right price to charge for a room night is established on costs and ROI expectations.
SECURE-RES solution…Attracting more traffic to your website offers you the opportunity to sell your hotel rooms on perceived value instead of direct cost and ROI. Your site should feature location, property services and add-on services.

1) To believe that discounting is an effective way of increasing revenue.
SECURE-RES solution…Your property website should be your best source for direct reservations at your greatest ROI. Attract Internet shoppers to your site through Search Engine Optimization and online advertising and convert the shopper to a buyer based on the appeal of your site and how you present your hotel. Make the transaction easy and secure.

The bottom line:

Identify your weaknesses and develop a strategy to overcome each of them. Do not rely on any one singular solution such as your "flag".