WEBMARK Hotels: Cross-national Benchmarking

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WEBMARK Hotels Cross-national Benchmarking
January 2010
Klaus Grabler MANOVA GmbH
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Phases of project

• Conception Adaptation
• start-up meeting (1 day) determination of
  content
• preparation of proposal (1 week)
• signing of the contract (at least a 3-year
  contract)
• revision/adaptation of content ( 8 weeks)
• adaptation of system structure, creating users,
  rights etc.
• adaptation of reports, input masks
• benchmarking criteria, filter, segmentation
  criteria,
• creating interfaces (languages, currency
  converter, data retrieving)
• translation
• presentation on-site, final coordination meeting
  and introduction to the system (1 day)
• current tasks/operations

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Elements of set-up costs

• Fix elements of set-up costs
• 4 modules (ratios annual, ratios monthly, guest
  survey, employee survey)
• system adaptations
• additional content (reports, input mask etc.)
• project structure (state, region, cities etc.)
• coordination meetings, travel expenses
• translation interface, translation into English
• currency converter interface
• Optional elements of set-up costs
• interface for retrieving data from a server in
  Slovenia/Croatia
• server costs
• further interfaces for the translation into
  Slovenian/Croatian (translation has to be
  organised by the partners)

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Elements of current costs

• Overhead costs
• administration of new users, assignment of user
  rights
• adaptation of reports and input masks
• setting of filters, segmentation criteria,
  benchmarking criteria
• providing support for data cleaning
• technical support
• annual meetings/workshops quarterly in the
  first year semi- annually in the following years
  (excluding travel expenses)
• Optional cost elements
• maintenance of data retrieving interface
• maintenance of translation interface as well
  further translation into Slovenian/Croatian

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An all-round database for everyone

• WEBMARK Hotels
• connects knowledge by gathering information
  from other
  tourism databases
• Lohnbenchmarking (salary benchmarking)
• best for people (employee and entrepreneur
• survey and certification)
• offers an efficient tool for categorizations and
  certifications
• (evaluation of stars an example)
• is one of the most holistic and up-dated
  benchmarking tools for the hotel branch (the
  database contains more than 3000 balance sheets)
• offers benchmarks for different institutions such
  as destinations, associations, federal states
  etc.
• provides data for lobbying-activities
• provides information to demonstrate the
  importance of tourism

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Benchmarking possibilities
Benchmarking gtgton national level gtgt between
federal states gtgtbetween destinations gtgtof
different structural characteristics
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An database for everyone

• Overview advantages
• continuous monitoring of ratios (monthly and
  yearly basis) as well as of guest and employee
  satisfaction data
• holistic data pool data of about 1000 hotels in
  Austria and Germany
• overview of different areas (ratios, guests,
  employees) within a system
• - possibility to combine/connect all these
  results - hence drawing accurate conclusions
• revenue management based on simple ratios
• flexible selection of time periods ? measurement
  of special offers within certain periods (e.g.
  easter holiday)
• simple to handle and efficient provision of
  information

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Size of database
210 participants in the year 2009

• current data volume
• about 3650 financial statements
• 1150 financial statements in the year 2005
• 1000 financial statements in the year 2006
• 1000 financial statements in the year 2007
• 500 financial statements in the year 2008
  (tentatively)
• trend data of about 200 hotels
• Lodging ratios of approx. 120 hotels (since
  January 2008)
• 13000 guest opinions
• 2500 employee satisfaction data

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Balance Score Card

• provides an overview of all relevant hotel
  areas!

The detail information reveals whats going on.
provides objective information for e.g.
consultants
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How destinations may benefit

• Tourism Cockpit by MANOVA Fairmas
• contains
• daily benchmark
• important revenue ratios of the hotel branch
• forecasts regarding pricing and occupancies
• data of guest surveys
• e-mail reporting
• provides
• detailed quality checks for hotels and
  destinations
• information about the competitiveness of
  products, new challenges and future trends
• vital data for marketing and branding (product
  image, product placement, effective sales
  channels per target group, and many more)
• reliable data for professional yield-management
  in hotels as well as a price check for
  destination managers in comparison to other
  destinations and competitors

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Benchmarking between federal states
Tyrol evaluates development in comparison to
Salzburg
Source WEBMARK Hotels
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Benchmarking between destinations
Ötztal evaluates development in comparison to
Zillertal
Source WEBMARK Hotels
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Increase of satisfaction ...
through investments
Source WEBMARK Hotels
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Strengths were revealed
from
to
Source WEBMARK Hotels
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The number of regular guests was increased
Source WEBMARK Hotels
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Recognising employeesunsatisfaction
Source WEBMARK Hotels
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Economic data
Source WEBMARK Hotels
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Contact details
MANOVA GmbH Trautsongasse 8 1080 Vienna
Austria T 43 1 710 75 35 - 0 F - 20
office_at_manova.at www.manova.at
Klaus Grabler Managing Director
klaus.grabler_at_manova.at
Heidi Kremsner WEBMARK Hotels heidi.kremsner_at_manov
a.at
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Tool for categorization
Guest evaluation of a 4 stars superior hotel
back
Source WEBMARK Hotels