September 25, 2013

1. 5 Tough Questions To Ask Your Group Sales Team Hospitality Asset Managers Association September 25, 2013

2. Reasons to ask the tough questions • Shorter lead time • Groups are cortical foundation • Room lists are flawed and diminish profitability

3. Today’s 5 Questions • What is the online booking % for groups arriving in the next 90 days • What is the decision process for creating special offers to group guests • What is being done to encourage longer stays for group guests • What is being done to move toward direct booking and away from room lists • What strategies are in place to maximize pickup

4. #1What is the online booking % for groups arriving in the next 90 days • Did you know: • Brand.com fees exceed $4 per reservation • Typical online booking ratios are below 20% • Goal for online bookings should exceed 50%

5. #2 What is the decision process for creating special offers to group guests • Hold standing meetings • Start with the lounge or spa • Take chances and think of each group as a private channel

6. Success story: specialty cocktail promotion Created specialty drink and promoted to attendees while in house. 1 2 Captured audience for the evening. Generated $900 in orders from the specialty drink Sent recipe with bounce back offer. Planner thanked hotel for customized service 3

7. Success story: marketing the spa Promoted a free facial treatment when booked with an hour-long appointment 1 2 Attendees give a promo code when making appointment 3 Hotel gained over $150K incremental revenue

8. #3What is being done to encourage longer stays from group guests • Allocate inventory • Promote standing attractions • Market special events • Again, take chances. This is a private channel

9. #4 What is being done to avoid room lists • Obsolete process • Understand how room lists vary by market segment • Seek to understand why a list is being used • Set goal of 50% conversion

10. Success story: room list avoidance – small groups Hotel recognized that planner type is often a personal assistant. Only reason for using a list is because of master billing 1 Hotel made planner look good with a personalized web page, less errors, less work. Guests able to indicate personal preferences 2 Hotel turned 50% of its short term room list groups into marketing opportunities 3

11. Success story: room list avoidance – large groups Individuals paying own but planner is holding all names until cutoff. There is zero forecasting and group is shut off after cutoff 1 Hotel speaks to planner integrating reservation process with planner’s own reg/hpusing system. 2 30% lift in pickup. Increased upselling. Less work. PCI compliance 3

12. #5What is being done to maximize pickup • 30% of all pickup often happens within 30 days of arrival • Collaborate with planners • Early detection is king • Embrace attrition as an opportunity

13. Success story: planner collaboration Hotel recognized poor pickup and reached out to planner 1 2 Facing attrition fees, planner agreed to let hotel market to potential attendees Group went from 60% to 90% pickup in 30 days Planner grateful for hotel’s efforts 3

14. Thank you and questions Maximize online bookings Create special offers Drive longer stays Avoid room lists Maximize pickup Chris Avery VP, Business Development cavery@passkey.com