Putting The Customer At The Centre
Report from last week's Opportunity 2019 conference, London
By Sarah McCay Tams, Director of Content, EMEA at Duetto
This week's Opportunity 2019 conference provided plenty of food for thought for the UK's revenue management community, as industry professionals, hoteliers, students and solutions providers came together to discuss 'Revenue Management and the Connected Customer.'
In her presentation, Rademaker talked about digital becoming the new norm, and how all businesses - not just hospitality - need to put extreme customer centricity at the top of their agenda.
"Will you be selling the same product on the same channels in 2030?" she asked the audience, answering "No way!".
"It's not a digital strategy that's needed, but a strategy for the new world. You can't just digitise your processes. That is not a new strategy. You must unlearn a lot of what you have learned," she added.
Talking about the customer experience, Rademaker pointed out that the customer journey is not a line. "It does not go from A to B," she said. "You must create as many touch points as you can. Reverse the pyramid. Start from the desired customer experience and work back to solutions and concepts."
In a panel discussion on whether the rise of the open hotel tech platform is key to the delivery of a connected customer experience, tech firms came together to discuss their role in delivering that customer-centric strategy.
Richard Valtr, founder at Mews Systems, in possibly the most memorable moment of the conference, explained how PMS systems need to be API-centric: "It's not about putting lipstick on a pig, it's about genetically modifying the pig so that it has luscious lips".
"We're looking at our industry as just one thing... we must be brave and look at how our technology can enable a huge amount of guest experiences outside of the hotel, outside of simply check in," he added.
Closing the event, Patrick Bosworth, co-founder and CEO of Duetto, took the conversation of delivering guest value to the next level. Loyalty had been a hot topic of the day, and Bosworth was concise in his opinion: "If you have a loyalty programme that doesn't reward the majority of your guests, it's broken."
Patrick closed the event with some top tips on boosting profitability and insight on the topic of personalised pricing.
Duetto is hospitality's only Revenue Strategy Platform. A powerful suite of cloud applications addresses the industry's complexity in distribution and technology, providing solutions that increase organizational efficiency, revenue and profitability. The unique combination of hospitality experience and technology leadership drives Duetto to look for new and innovative solutions to the industry's greatest challenges. Duetto delivers software-as-a-service to hotels and casinos that leverage dynamic data sources and actionable insights into pricing and demand across the enterprise, enabling a holistic and more profitable Revenue Strategy. Duetto's fully deployed hotel clients using GameChanger have recorded an average RevPAR Index lift of 6.5%. More than 2,500 hotel and casino properties in more than 60 countries have partnered to use Duetto's applications, which include GameChanger for Open Pricing, ScoreBoard for intelligent reporting, and BlockBuster for contracted-business optimization. For more information, visit http://duettocloud.com.