Optimizing & Activating Revenue Channels

1. Optimizing & Activating Revenue Channels

2. The path to a clear future Kate Burda & Co. is intensely focused on delivering results to organizations through the clarity of revenue strategies & insights and the power of connectingyou to your customers both internal and external, to a revenue vision, and to ahigher-performance self. Why clarity and connection? Clarity is the key to execution and performance, Connectionelevates of performance;  the Concert of the two accelerate revenue. • “For me the greatest beauty lies in the greatest clarity.” • - Getthold Ephraim Lessing

3. The path to a clear future Delivering Education and Understandingwithin all disciplines ofa successful hoteloperation

4. Evolution of Revenue Channels Optimizing the COMPLETE Segmentation of Revenue Channels Forecasting, Pricing within Weekday / Weekend Min Stays; Max Stays Yield Management Revenue Management Revenue Optimization CLARITY -What is Optimal -Focused Internal Energy -Leveraging External Resources Min Stay 2; Max Stay of 4 OTA’s, Group Ceilings, FPLOS

5. Start the first steps for a Path to Strategy that is linked to Science Our time together Understand what optimization means Understand what optimal may mean to you and your team

6. High-Level Optimization Segmentation that characterizes the proper revenue channels Transparency of revenue, ADR, and sold rooms for each channel Strategy for growth within each channel, based upon a “Optimization Plan” based upon the “Science”

7. OTA’s- Love them or Hate them + Extremely viable revenue channel, when managed correctly. + Puts your hotel on the shelf for billions of travelers + Is best understood when broken down by segmentation within the OTA channels Love Quotient + Is best managed as a ‘fill’ opportunity, rather than an account • In healthy hotels is 10% or much less of total revenue - Is the most costly revenue channel, thus given the most attention - Is rarely used correctly and given the time and attention

8. TRANSPARENCY!

9. ADR ADR

10. And Lastly Occupancy Lastly Occupancy

11. A different look

12. Learning's from Transparency • Breaking down the segments further gives a more informed understanding of opportunity • Clarifies the “Science” to create the right strategy to build upon • Prioritizes focus of your internal team and your external resources • MAJOR in the MAJORS

13. What the Best Do Differently “Science” Building the Optimal Hotel What Good Looks Like

14. What the Best Do Differently “Science” Building the Optimal Hotel What GREAT Looks Like Segment Analysis of growth within Projected Rooms to be sold and Project ADR Revenue Targets created based on Prognostication and Pro-Forma Breakdown Revenue per Segment OPTIMIZED PLAN Revenue Targets created based on Market Prognosticators, Historical Performance and Pro-Forma Each Segment given the Rooms Sold and ADR Historically Strategy built off of Segment increases, rather than tactical activity

15. So What?? Clarity brings a simplification todeliver and execute

16. With Clarity Brings Execution • Teams that know what they are hunting are: • Prioritize and Align with what your hotel(s) need to increase NOI • More effective in their approach adding value, thusly rate • Become revenue focused rather than attention to activity fatigue • Easier for you to manage and lead

17. Its hard to hunt if you’re not sure of your targets • Unclear understanding of what the hotel needs • Difficult for managers to see effectiveness • Managers of sales and marketing teams not seeing / knowing the difference between Strategy and Tactics • Basing goals and strategy on activity rather than moving the results

18. Now What Move From Move To Optimized Revenue Enhanced Segmentation w/ Revenue, Rooms Sold, and Occupancy Pro-Forma, Projections, and Optimized Plan sets Revenue Goals Communicated Goals supported by Strategy w/ tactics changed dependent on outcomes (Results Based) Collaborative & Holistic approach to Revenue Total Team looking at areas of Optimization Specialist looking at the customer experience to arrive at optimization • Revenue Management • Aggregated Segmentation or P & L • Pro-Forma sets Revenue Goals • Goals communicated w/ Orchestrated Tactics (Activity Based) • Random Acts of Revenue • Revenue Management – Retail and OTAs • Sales- Negotiated and Group • Marketing Supporting Sales

19. & Who we are

20. & Experience is at the core 25 years’ experience leading sales, revenue managementand marketing teams for national and multi-national companies in the Hospitality, REIT, Commercial and Multi/Single-Owner Residential properties. Notable accomplishments: • Increased revenue for Full-Service, Select, Extended Stay, Brand and Franchise hotel properties including Marriott, Hilton, IHG, Hyatt and Starwood, CSM, American Residential Properties and more • Headed long-running strategies with start-ups, growth acquisition, market shifts, downturns and disposition • Developed marketing programs to infuse emerging markets and media into sales opportunities • Franchise Development and Owner Relations • Led acquisitions revenue through the full lifecycle: due diligence to exit sales • Licensed Real Estate Agent

21. THANK YOU! To contact Kate Burda & Co. to explore Optimizing Revenue within your group: Contact: Kate Burda - kate@kateburda.com 972.567.7792 Or visit our website at kateburda.com