Industry Update
Opinion Article 8 March 2017

Hotel Yearbook: Taking back control

By Fernando Vives, Chief Commercial Officer and member of the Management Committee at NH Hotel Group and Ana Morillo, Global Commercial Strategy & Pricing Director at NH Hotel Group

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Does the hotel industry have a firm grip on the issue of cancellations? As NH Hotel Group’s Fernando Vives and Ana Morillo explain, if a customer makes multiple advance bookings and only takes a last-minute decision which hotel to actually stay at based purely on price, then factors such as our brand power, customer loyalty, and the guest experience are being left out of the decision making process. Ultimate result: the reinforcement of the commoditization of the hotel business. They argue that we need to take steps as an industry to tackle the issue.

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Related Document

Taking back control | By Fernando Vives and Ana Morillo

Does the hotel industry have a firm grip on the issue of cancellations? As NH Hotel Group’s Fernando Vives and Ana Morillo explain, if a customer makes multiple advance bookings and only takes a last-minute decision which hotel to actually stay at based purely on price, then factors such as our brand power, customer loyalty, and the guest experience are being left out of the decision making process. Ultimate result: the reinforcement of the commoditization of the hotel business. They argue that we need to take steps as an industry to tackle the issue.
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Fernando Vives

Fernando Vives is Chief Commercial Officer and member of the Management Committee at NH Hotel Group. Previously he was Senior Vice President Commercial Strategy & Pricing. An expert on revenue management, commercial practices and distribution, he gained experience in both urban hotels and resorts working at international hospitality companies such as Melia Hotels International, Hesperia, the Ritz and Le Meridien.

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Ana Morillo

With over 8 years’ consulting experience in top line growth for companies across numerous industries such as automotive, retail and distribution, Ana Morillo is currently responsible for Global Commercial & Pricing Strategy at NH Hotel Group, a hotel chain operating more than 400 hotels in 30 countries across the world.

More from Ana Morillo
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