futurecast

Similar to Brown & McFly, hotel revenue managers & marketers join forces to pack a profitable punch

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“Roads? Where we’re going, we don’t need roads!”

Those famous words were spoken by a confident Doc Brown as his time-travelling DeLorean careened into the future. Doc and Marty McFly were quite the dynamic duo and, thanks to some seriously cool inventions and a great deal of intuition, these two always achieved their desired outcome in the end.

There are some interesting parallels between the adventures of Doc and Marty, and that of hotels optimizing profits through their marketing and revenue management strategies.

While hotels can’t go back in time (or forward) to arrive at their optimal strategy, there are things hotels are doing in the present to make for the most positive impacts on their future.

Our previous blog gave a quick introduction on the strategic practice of “futurecasting” that gives hotels the power to integrate predictive demand intelligence data from thousands of online travel sites into their marketing and revenue strategy.

Hotels taking advantage of this industry-first technology are quickly seeing how this new layer of insight—when aligned to marketing efforts and revenue strategy—can greatly impact a hotel’s bottom line.

I can’t help but compare Doc’s analytical, intellectual character with today’s revenue manager, and Marty McFly’s rash, instinctive persona with the marketers of the world. Both, when working in isolation, appear to trip over themselves; however, when working together (with cutting-edge technology, mind you) they pack quite a punch.

The same can be said for revenue management and marketing teams leveraging the power of futurecasting to shape their hotel’s future. As data continues to proliferate, so do the costs associated with acquiring guests Click to Tweet | IDeaS Twitter.

Futurecasting, akin to the lightning bolt or “one point twenty-one gigawatts,” propels a hotel’s channel performance strategy into the future. It ensures you’re not only maximizing profitability, but also providing your guests with the unique experiences they expect in order to secure their loyalty.

Predictive demand intelligence provides the foundation hotels need to drive an ideal marketing and revenue strategy. Aligning both marketing and revenue management goals creates a culture that meets and exceeds business objectives.

And leveraging that data in concert with an aligned strategy—all within an automated revenue management solution (RMS)—takes hotels from predicting a future to prescribing exactly what they need to achieve their ideal future.

You don’t need to invent the “flux capacitor” to control your destiny. All you need is an automated RMS that doesn’t rely on the constraints of manual rules to create, deploy and maintain an ideal channel performance strategy with your hotel’s optimal profitability in mind.

Let’s add a slight amendment to the eccentric Doc Brown’s quote from earlier: “Rules? Where we’re going we don’t need rules!”

That’s because a sophisticated RMS with the ability to futurecast is our industry’s ride to the profit performance of the future.

Blake Madril
Sr. Industry Advisor

Blake Madril joined IDeaS in 2014 with over 10 years of experience in hospitality operations, marketing, sales, distribution and revenue management. Currently, in his most recent role of Sr. Industry Advisor, Blake is responsible for global initiatives that enable IDeaS’ clients to implement, adopt and maximize their return on revenue technology and services ultimately aimed at helping hospitality, and new industries pioneering revenue management, develop the tools and processes to optimize profitability. He is a strong advocate for the discipline of revenue management and the convergence of data solutions and job functions to bring the best possible experiences to businesses and their customers.

Prior to IDeaS Blake worked both for individual hotel properties and as part of a corporate management team. His job roles ranged from operations manager to convention services director to corporate director of revenue management. He has worked with global hotel brands and affiliations such as Hilton Worldwide, Intercontinental Hotels Group, Wyndham Hotels & Resorts, Marriott International, Preferred Hotels & Resorts and Global Hotel Alliance, as well as luxury independent properties.

An avid enthusiast of all things '90s and sitcoms, Blake recently took home second place in a Saved by the Bell trivia contest. Words spoken right after accepting his trophy: "I'm so excited."