Leading hotel aggregator rolled out 10 initiatives in 100+ cities to boost occupancy
27 May 2020
1 min read
The study aimed to provide the client an insight into issues impacting its occupancy in deep country markets and means to improve the same.
Context
- Client Description: A leading hotel room aggregator
- Opportunity: The client wanted to understand the following:
- The behavior of key customer segments and their preference for various booking channels
- Reasons for the current performance of its properties in terms of occupancy vs. competition
- Key actions to improve occupancy in its deep market properties
Our Approach
- Shortlisted cities to study based on various parameters such as population, market potential index, market intensity index, current occupancy, etc.
- Deep consumer and channel partner research and interviews to map demand and supply of the city, understand selection criteria used by guests and identify booking channels used and customer segments targeted for the client vs. competition
- Benchmarking market share of the client in terms of property type and location, customer segments and booking channel, w.r.t to the overall industry
- Understood drivers of occupancy across demand segments and mapped gaps and shortfalls in client offering
- Implemented a turnaround program to drive occupancy improvement across 100+ cities globally