ROC@Home Toolkit

Hospitality Sales & Marketing Association International has developed a framework for revenue professionals to set aside 17th June to work on upskilling and helping your team to learn more.  Our expert hoteliers will provide the framework via a toolkit and a global series of webinars, workshops and template tools.  You just select the topics you want to work on and plan you day, with or without your team.

HSMAI Hotel Toolkit – Optimize your skills now

GET READY!

TEAMWORK

Gather your team. Meet face-to-face if local regulations allow, or virtually if they don’t, to participate in ROC@Home as a group. Experience some of the day’s components together and/or make your own agenda. See this article for ideas about offsites that work.  

FLY SOLO

Spend the day getting up to speed on the latest industry developments, and preparing for the recovery.

Tap into the ROC@Home Toolkit and the live and recorded webinars.  

MAKE A PLAN

Make a plan to spend your day upskilling and developing your plans for your property, team, or group.  Carefully review this guide and plan for how you’ll celebrate ROC@Home. And register in advance for the live events happening only on June 17th.  

WHAT'S IN THE HOTEL TOOLKIT?

  • Advice from some of the world’s most respected hospitality revenue leaders
  • Revenue Management in Action – what should you be doing every day, every week, every month & why
  • Pricing Psychology in challenging times
  • Topics you or team should brush up on
  • A list of questions to ask yourselves now – answers supplied
  • Access COVID Recovery Playbooks for Sales, Marketing & Revenue Management
  • Hear from the leading hotel company CEO’s with advice for Revenue professionals
  • Social Media – its place in your strategy and how to assess your social channels
  • Optional: 21 Hours of continuous education at our ROC@Home Live event-only US$25

Go back to your hotel with a BIG start on your new action plan for the next 12 months.

Silky Oaks Lodge Daintree, Australia

NOW ROC@Home

GET A BOOST

Start your day off with some advice from the world’s best hotel revenue leaders!  Watch the video on our ROC@Home website.

Note: The link for this video will be available from 2nd June, 2020.

Get 100% control over one thing in your life. Everyone wants to do work and life better, especially now. In this 30 minute presentation, Dr. Jannell MacAulay, combat veteran, leader, and mindfulness advocate, will share an impactful tip to optimize the one thing you have total control of:

Your Mindset. Learn the simple, yet effective tools that will empower you to stay productive and profitable.  

Note: The link to the video will be available on the 2nd June, 2020.   

BONUS: Claim 30 minutes of professional development on your CRME application or recertification

Register to attend HSMAI ROC Americas 2020 where you’ll hear from and meet Dr. MacAulay in person.

Let HSMAI Help. Share this special video and handout from Dr. MacAulay with your loved ones (including your work family) to help them navigate these uncertain and worrisome times.
Note: The links to these assets will be provided on the 2nd June, 2020.  

Follow the leaders. Be inspired by words of encouragement and leadership from some of the industry’s most respected hotel company CEOs from around the globe.

Watch this short video
Note: The links to these assets will be provided on the 2nd June, 2020.   

CONTRIBUTE TO THE BODY OF KNOWLEDGE

Share a tip, trick, or best practice for navigating revenue optimization in today’s environment. Share a video on your preferred social platform and tag it with #HSMAIROC. Or write in submission here. HSMAI will compile the entries and share them all with you after ROC@Home.  

FEED YOUR BRAIN

Watch the recorded webinar on Pricing Psychology in Challenging Times which illustrates, based on data from the 2009-2010 recession, the implications of price changes during low demand periods. Make a list of all the people in your organization that could benefit from hearing this message.  

Send the link to them with a note encouraging them to watch the webinar.

BONUS: Claim 30 minutes of professional development on your CRME application or recertification if you watch the video.

Review Evolving Dynamics: From Revenue Management to Revenue Strategy (the study guide for the Certified Revenue Management Executive certification) and identify the areas where you or your team need a refresher. 

BONUS: Register for the Toolkit and you can purchase a digital copy of the book at a very special rate:

  • US$20 for HSMAI Members
  • US$40 for non-members 

Note: The link for this bonus offer will be available from 2nd June, 2020.

Apply for the CRME certification and prove your professional ROI. 

Review Hospitality Digital Marketing Essentials: A Field Guide for Navigating Today’s Digital Landscape (the study guide for the Certified Hospitality Digital Marketer certification) and identify the areas where you or your team need more education, or a refresher.

BONUS: Through to the end of June, purchase a digital copy of the book at a very special rate:

  • US$20 for HSMAI Members
  • US$40 for non-members (Discount link coming soon!)

Apply for the CHDM certification and prove your professional ROI. 
Note: The link for this video will be available from 2nd June, 2020.

Think about the questions that are most on the minds of hospitality commercial leaders globally. What can you answer today? What do you need to learn more about? Make a plan to get the information that you need.  HSMAI will add some more links to good content right up until the 17th June.

Questions to ask yourself

  • Who is our customer today, and what drives their booking decision?
  • Why do hotels insist on winning the race to the bottom of the rate barrel?
  • How do we shift focus to new markets and ways to capture previously untapped business?
  • How can our team create innovative offers that adapt to the current conditions…whatever they may be?
  • How can we drive demand without pushing rates down?

Think about the questions that are most on the minds of revenue optimization leaders globally. What can you answer today? What do you need to learn more about? Make a plan to get the information that you need.  HSMAI will add some more links to good content right up until the 17th June.

Questions for the Revenue team:

    • How will revenue managers’ role change in the short term?
    • How can our team create innovative offers that adapt to the current conditions…whatever they may be?
    • What’s the right price?!?
    • What longer-term rate strategies can we start planning for?
    • What are the best ways to optimize our revenue team meetings (and communications with stakeholders) in a virtual environment?
    • What are realistic expectations of revenue optimization for business transient?
    • How can I be a good leader in difficult and volatile times?
    • What are the opportunities to maximize our restaurant and F&B revenues going forward?
    • How can we drive demand without pushing rates down?
    • How can we forecast now?  Is historical PMS data helpful?

Think about the questions that are most on the minds of hospitality revenue leaders globally. What can you answer today? What do you need to learn more about? Make a plan to get the information that you need.  HSMAI will add some more links to good content right up until the 17th June.

Questions for Sales & Marketing:

    • How will sales’ managers’ jobs change in the short term?
    • How can we best balance safety/security messaging with a compelling marketing/retailing strategy?
    • What will the mix of business look like, and for how long?
    • With financial constraints in place at property-level, acquiring new customers will become increasingly difficult with less marketing spend.  What vehicles outside of social and PR can we leverage in the quest for greater reach and exposure?
    • What are the most effective and creative ways to build traveller confidence?
    • What are the opportunities to maximize our restaurant and F&B revenues going forward?

Watch the “Lightning Round” presentations from recent HSMAI conferences, and discuss what your hotel(s) can take away from the advice that is shared. For each video you watch, claim 15 minutes of professional development on your CRME or CHDM application or recertification.

Note: The link for these videos will be available from 2nd June, 2020.

Think about the questions that are most on the minds of hotel leaders globally. What can you answer today? What do you need to learn more about? Make a plan to get the information that you need.  HSMAI will add some more links to good content right up until the 17th June.

Questions for the Revenue team:

    • How will the demand for meetings & events change in the short term?
    • What will be the role of event venues going forward? How will they adjust to the virtual or hybrid events world?
    • What will meeting planners insist on contracts that include clauses on cleaning/hygiene standards and physical distancing?
    • How can our team create innovative offers that adapt to the current conditions…whatever they may be?
    • What’s the right price?!?
    • Can we re-purpose the events space for other revenue-raising initiatives?  Is the local restaurant looking for a larger space so they can apply social distancing?  Could you rent them some of your space and kitchen?  Or maybe they run the food and you run the drinks?
    • Meetings – could your large meeting rooms be used for local businesses who don’t have large enough meeting rooms or office space to physical distance?
    • What are the opportunities to maximize our restaurant and F&B revenues going forward?

Spend time reviewing the new Playbooks for Recovery produced by HSMAI and Amadeus. What can you learn and incorporate into your own re-openings and recover?

Access the SALES Playbook for Recovery here

Note: The link for this video will be available from 2nd June, 2020.

Spend time reviewing the new Playbooks for Recovery produced by HSMAI and Amadeus. What can you learn and incorporate into your own re-openings and recover?

Access the MARKETING Playbook for Recovery here

Note: The link for this video will be available from 2nd June, 2020.

Spend time reviewing the new Playbooks for Recovery produced by HSMAI and Amadeus. What can you learn and incorporate into your own re-openings and recover?

Access the REVENUE MANAGEMENT Playbook for Recovery here

Note: The link for this video will be available from 2nd June, 2020.

Schedule calls and virtual meetings to catch up with your most important partners (marketing agencies, OTAs, sales & marketing colleagues, revenue management and distribution providers, etc.).

Ask them what learnings they can share from other clients, how they are adapting to the new environment and what it means for what is available to you from them, and/or to share new insights or research with you and/or your team. 

GET STUFF DONE

Audit your room types. Important for all types of hotels, analyse your room types, and determine whether they are named in a way that consumers will understand and that benchmark against other properties. You may benefit from reducing the number of room types and making it clearer for customers (and yourself). Take part in the live webinar or watch the recording, and download the tools to help you with this exercise.  

Workshop Facilitator: Tamie Matthews, Director, RevenYou and Certified HSMAI Revenue Trainer

Available: Register for the ROC@Home Live sessions and take part in this interactive session on 17th June, or:

Come back to this page on 18th June, 2020 (after the ROC@Home event) to watch the recording for free.

You will learn:

  • How a large integrated resort looks at pricing their rooms and amenities
  • How to calculate your pricing based on the value consumers place in your rooms and amenities
  • You will also be provided with a template spreadsheet to do your own assessment and calculations

Watch Video: LiMin Cheng, Director of Revenue for Marina Bay Sands, Singapore

Update (or complete for the first time) your hotel SWOT. Being clear on your Strengths, Weaknesses, Opportunities, and Threats will help you better navigate the current landscape.

If you need help, save 50% on this short course from HSMAI Academy. The price is from US$27.50 through June 30. Use the coupon code ROC@Home.

This diary is a list of tasks hotel revenue teams should be performing at various times.  The task list is split into Daily tasks, weekly tasks, monthly, Quarterly and Annual tasks for the Revenue team to be performing.  Whether you’re the Revenue Director with a full team of revenue professionals or the Reservations Manager with responsibility for the revenue function, this list will help you organise your time and focus on the right tasks.

Download Spreadsheet here

Download PDF here

Check out the CRMA curriculum toolbox which includes slides, links to free in-class readings, individual and small group exercises, quizzes, and a revenue management simulator. All or any of these tools can be used to supplement a current curriculum or build an entire course.

Hear from economists in each HSMAI region around the globe. They will cover the implications of the pandemic on key economic indicators, provide insights into the impacts of economic and geopolitical forces on the year ahead, and provide perspective on recovery expectations and their implications for the hotel industry. Learn more about each session here:  

You will learn:

  • 4 Prisms of Social Media
  • Top 3 things you should do
  • How to do a Social Media Audit

Add to your plan: During this live session you will start your Social Media Audit and complete your 1st audit. After the session, use the template to complete your audit for your other social channels.

Live session: 17th June, 2020
OR
Replay: Available 18th June,2020

Revenue Meeting at a hotel

USE THE TOOLKIT TO ORGANISE YOUR ROC@HOME DAY

This isn’t a conference or a talkfest, you should finish the day with some bare-bones action plans to improve or revive your hotel revenue and sales. Use the templates in conjunction with the live events to start documenting the action plans specific to your property. Take advantage of the experts in the live events to ask questions, or watch the recorded sessions to learn more about the topics that matter to you. Specific planning documents in the toolkit will include:

  • How to Audit your Social Channels
  • How to Audit your Room types
  • Check your value to price ratio
  • Your Market Segments worksheet
  • Update, or develop your SWOT analysis
  • Your Daily, Weekly, Monthly, QUarterly Revenue tasks list – are you doing this?

ADVISORY BOARD LEADERS

Thank you to HSMAI’s volunteer leaders around the globe who have helped make ROC@Home possible. We look forward to seeing and thanking you in person soon!

  • Julie Abou Nohra, Regional Vice President of Revenue Management, The Americas, Mandarin Oriental Hotel Group, HSMAI Americas Revenue Optimization Advisory Board
  • Dr. Chris K. Anderson, Professor, School of Hotel Administration, Cornell University, HSMAI Americas Revenue Optimization Advisory Board
  • Veronica Andrews, CRME, Director, Digital Data Solutions, STR, HSMAI Americas Revenue Optimization Advisory Board
  • Nathan Bacher, CHBA, CRME, Vice President, Revenue Management & Distribution, Kimpton Hotels & Restaurants, HSMAI Americas Revenue Optimization Advisory Board
  • Fabian Bartnick, Founder, Infinito & IVI & HSMAI Asia Pacific Advisory Board
  • Vivek Bhogaraju, GM, Lodging Revenue Performance Solutions, Expedia Group, HSMAI Americas Revenue Optimization Advisory Board
  • Christopher Biondo, Corporate Director of Distribution & Product Development, Standard International, HSMAI Americas Revenue Optimization Advisory Board
  • Dana Cariss, CHDM, VP, Revenue Strategy + Distribution, CoralTree Hospitality, HSMAI Americas Revenue Optimization Advisory Board
  • Pablo Delgado, CEO, Mirai, and member of HSMAI Europe Customer & Distribution Advisory Board
  • Matthias Dybing, Director, Nuvho Hotels & HSMAI Asia Pacific Advisory Board
  • Monte Gardiner, Managing Director, Revenue Management Services, Best Western Hotels & Resorts, HSMAI Americas Revenue Optimization Advisory Board
  • Heidi Gempel, HGE International & HSMAI Asia Pacific Revenue Advisory Board
  • Fiona Gillen, VP Marketing, The Hotels Network, and member of HSMAI Europe Marketing & Branding Advisory Board
  • Eric Gravelle, CRME, Vice President of Revenue Management, North America, Diamond Resorts International, HSMAI Americas Revenue Optimization Advisory Board
  • Sunny Yu Grosic, Head of Commercial Performance & Brand Activation, JA Resorts & Hotels & HSMAI Middle East
  • Linda Gulrajani, CRME, Vice President, Revenue Strategy & Distribution, Marcus Hotels, HSMAI Americas Revenue Optimization Advisory Board
  • Renee Haddad, CRME, Director, Revenue Account Management, Preferred Hotels & Resorts, HSMAI Americas Revenue Optimization Advisory Board
  • Li Hawkins, Director of Operations, Fabulous Abu Dhabi Hotel Management LLC & HSMAI Middle East
  • Adam Hayashi, CRME, Vice President of Revenue Management, Accor, HSMAI Americas Revenue Optimization Advisory Board
  • Brian Hicks, SVP, Commercial and Revenue Management, IHG, HSMAI Americas Revenue Optimization Advisory Board
  • Jennifer Hill, CRME, VP, Business Development, Kalibri Labs, HSMAI Americas Revenue Optimization Advisory Board
  • Katie Hokin, Director, KT Creative & HSMAI Asia Pacific Workshop Trainer
  • Erich Jankowski, VP Revenue Management & Commercial Strategy, Host Hotels & Resorts, HSMAI Americas Revenue Optimization Advisory Board
  • Mehernosh Jehangir, CRME, Corporate Director of Revenue Management, Loews Hotels & Co, HSMAI Americas Revenue Optimization Advisory Board

ROC@Home HSMAI Live event

  • Lori Kiel, CHDM, Chief Revenue and Marketing Officer, Kessler Collection, HSMAI Americas Revenue Optimization Advisory Board
  • Sherri Kimes, Emeritus Professor Cornell University & Visiting Professor National University of Singapore
  • Michael Klein, Global Head of Revenue Management Analytics, Hyatt Hotels, HSMAI Americas Revenue Optimization Advisory Board
  • Shannon Knapp, Director, SKNapp Consulting HSMAI Asia Pacific Advisory Board
  • Mia Touzin Leffler, Education Advisor, HSMAI Europe People & Culture Advisory Board
  • Michael Maher, CRME, CHDM, Senior Director, Enterprise Account Management, IDeaS Revenue Solutions, HSMAI Americas Revenue Optimization Advisory Board
  • Tamie Matthews, Director, RevenYou & HSMAI Asia Pacific Advisory Board
  • Mark McBride, Senior Director of Revenue Management, Hilton Hotels, HSMAI Americas Revenue Optimization Advisory Board
  • Benedicte Ollagnon, HSMAI Europe Revenue Optimization Advisory Board
  • Chris Nixon, CRME, CHDM, Senior Vice President, Asset Management, Ashford Inc., HSMAI Americas Revenue Optimization Advisory Board
  • Dr. Breffni Noone, Associate Professor, Penn State University, HSMAI Americas Revenue Optimization Advisory Board
  • Cristina Polo, CRME CHDM Senior Consultant Insight-Out Consultancy & HSMAI Middle East
  • Dr Detlev Remy, Associate Professor, Design and Specialised Businesses, Singapore Institute of Technology& HSMAI Asia Pacific Revenue Advisory Board
  • Heather Richer, Chief Marketing Officer, RedAwning, HSMAI Americas Revenue Optimization Advisory Board
  • Mark Ryan, Director of Commercial UAE, Levant and Africa, IHG & HSMAI Middle East Advisory Board
  • Evert Schuele, Vice President Sales, Europe, Africa, Middle East and South West Asia, Hyatt & member of HSMAI Europe Sales Advisory Board
  • Kunal Shah, Associate Principal, ZS, HSMAI Americas Revenue Optimization Advisory Board
  • Tarandeep Singh, Senior Director Revenue Management MEA, IHG & HSMAI Middle East Advisory Board
  • Dan  Skodol, Vice President, Revenue Analytics, Rainmaker, a Cendyn Company, HSMAI Americas Revenue Optimization Advisory Board
  • Fanie Swanepoel, SVP Revenue, Marina Bay Sands, Singapore & Chair, HSMAI Asia Pacific Revenue Advisory Board
  • Frederic Toitot, CRME, VP Learning & Development Revenue, Digital & Distribution Global T&C, Accor, and Chair of HSMAI Europe Revenue Optimization Advisory Board
  • Russell Vereb, VP Revenue Management Systems Strategy, Marriott International, HSMAI Americas Revenue Optimization Advisory Board
  • David Warman, SVP Experience and Enablement Marketing, Four Seasons Hotels & Resorts, HSMAI Americas Revenue Optimization Advisory Board
  • Hunter Webster, CHDM, HSMAI Americas Revenue Optimization Advisory Board
  • Tim Wiersma, CRME, Founder and Principal, Revenue Generation LLC, and Chair of HSMAI Americas Revenue Optimization Advisory Board
  • Nicole Young, CRME, Sr. Corporate Director Global Revenue Management, Rosewood Hotel Group, HSMAI Americas Revenue Optimization Advisory Board
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