Transcript Gastronomiekonzept WU Wien Neu Endbericht

Increasing profit under crisis circumstances
André Gribi / BG-Sofia,
1st October 2009
Marketing strategies Necessary framework for implementation
About Kohl & Partner
• Independent and internationally
operating consulting company
specialized in the hotel and
tourism industry
• Leading tourism consulting
company in Austria with more
than 25 years of experience
• Eight offices in six countries
(Villach, Vienna, Munich,
Stuttgart, South Tyrol, Sofia,
Bucharest and Budapest)
• International team of 45 tourism
experts
Marketing strategies Necessary framework for implementation
André Gribi
Managing Partner, Kohl & Partner Sofia
•
Basic accounting and finance education in Switzerland.
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Founder of his own consulting company in Switzerland (1986 – today).
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12 years exclusive experience in the hospitality industry.
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Owner of Swiss Tourism Management EOOD – Sofia and Kohl & Partner Sofia
EOOD – Sofia, Owner of restaurant ‘Chalet Suisse’ - Sofia.
Specialized knowledge:
 Project Management
 Hotel Management
 Marketing and Sales
 Mergers and acquisitions in the hotel business
Marketing strategies Necessary framework for implementation
Core business areas
Destination
Development
Hospitality
Industry
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Feasibility Studies
Hotel Valuations
Operator Selection
Strategic Concept
Development
Technical Service
Agreements
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•
•
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Destination Audits
Tourism Master Plans
Destination Assistance
Programs
Hotel Master Plans
Development of
organizational structures
Tourism
Infrastructure
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Aqua Parks/Thermal
Spas
Conference Centers
Golf Courses
Ropeways/Cable Cars
Tourism Attractions/
Sights
Marketing strategies Necessary framework for implementation
Profit booster ...
... but which is the right leverage ?
Costs ?
Price ?
Occupancy ?
Marketing strategies Necessary framework for implementation
How to proceed ? What is important ?
Revenue benchmarks
Consequences of changes in price
and occupancy rates
Cost benchmarks
Consequences of changes in costs
MORE PROFIT
Marketing strategies Necessary framework for implementation
Price as Cash-Flow-booster no. 1
Consequence of
change of the
Change of the
Change in
var. costs by fixed costs by
profit leverage
Overnight stays
Average price
Turnover
Var. costs / night
Tot var. costs
Fixed costs
Cash Flow /EBITA
Change of the
40
Change in
quantity
40
price
60
60
BASE
20.000 nights.
€ 80,0
1.600.000
€ 16,0
- 320.000
- 920.000
- 10 %
- 10 %
+ 10 %
+ 10 %
20.000 nights.
€ 80,0
1.600.000
€ 14,4
- 288.000
- 920.000
20.000 nights.
€ 80,0
1.600.000
€ 16,0
- 320.000
- 828.000
22.000 nights.
€ 80,0
1.760.000
€ 16,0
- 352.000
- 920.000
20.000 nights
€ 88,0
1.760.000
€ 16,0
- 320.000
- 920.000
€ 360.000
€ 392.000
€ 452.000
€ 488.000
€ 520.000
23%
25%
28%
28%
30%
+ 32.000
+9%
+ 92.000
+ 26 %
+ 128.000
+ 36 %
+ 160.000
+ 44 %
Cash Flow in %
Change Cash Flow in €
Change Cash Flow in %
Marketing strategies Necessary framework for implementation
Price as Cash-Flow-booster no. 1
Österreich.
Wohlfühlhotel zum geizigen Wirt
Result of the change of the
price
Tupfing
Change of the
Price
40
Overnights
Average Rate
Turnover
Var. Costs a night
Var. Costs totol
Fix costs
Cash Flow
(before interest and
depreciation)
Cash Flow in %
Change Cash Flow
Change Cash Flow
- 10 %
BASE
20'000 Nächt.
€ 80.0
1'600'000
€ 16.0
- 320'000
- 920'000
20'000 Nächt.
€ 72.0
1'440'000
€ 16.0
- 320'000
- 920'000
€ 360'000
€ 200'000
23%
14%
- 160'000
- 44 %
Price duming
comes to a negative
price spirale
Marketing strategies Necessary framework for implementation
Type 01 – Being special and outstanding ensures
more independence in terms of price
Specialized „entrepreneur“
achieve much higher
occupancy and price rates
than the others
Marketing strategies Necessary framework for implementation
Wanted are „cheap and effective“ marketing activities
which are guarantee for success. YOU HAVE THEM !
Don‘t forget !
• Blogs
• Facebook
• Google Add
• Restaurant guides
• Guest relations (in many countries „guest relations
manager“ is a job)
• E-Mail
• E-Marketing (monthly newsletter)
Marketing strategies Necessary framework for implementation
Idea 1 – Collecting e-mail adresses and updating the clients
with a monthly e-newsletter
1000 addresses
In 3 months
80% of the
guests give you
the information
Also try to get
birthday dates!
Marketing strategies Necessary framework for implementation
Idea 2 – Use Facebook and communicate with your clients
• The users of Facebook are getting older
• If more people are active it is getting more interesting
• Don‘t send too many information. Make sure that the
information is useful!
• Upload pictures and movies
Example of Chalet Suisse
http://www.facebook.com/groups.php?ref=sb#/group.php
?gid=69984091102
Marketing strategies Necessary framework for implementation
Idea 3 – Use Google ad to find your guests or attract your
Facebook group
Marketing strategies Necessary framework for implementation
Idea 4 – Gift voucher
• Collect e-mail and name/birthday information
• Invite your guests 2 weeks before their name day /
birthday
• Send them a gift voucher
Everybody likes the attention!
Marketing strategies Necessary framework for implementation
How to proceed ? What is important ?
Revenue benchmarks
Consequences of changes in price
and occupancy rates
Cost benchmarks
Consequences of changes in costs
MORE PROFIT
Marketing strategies Necessary framework for implementation
Costs
+ 16 %
Prices
+7%
Marketing strategies Necessary framework for implementation
Check your purchases!
Boost the sales of products
with high margin!
Marketing strategies Necessary framework for implementation
The importance of staff
and staff costs!
Marketing strategies Necessary framework for implementation
Conclusion – 1. Stick to your price
Price dumping is not helpful !
Marketing strategies Necessary framework for implementation
Conclusion – 2. Active sales
Action instead of reaction!
„How long do I
have to wait to
get reply to my
request?“
Or just make more turnover
Thank you!
www.kohl.bg
Marketing strategies Necessary framework for implementation
Kohl & Partner Sofia EOOD
31-33, Stara Planina Str.
BG-1527 Sofia
T +359 2 943 99 90
F +359 2 943 05 15
E [email protected]
H www.kohl.bg
SOFIA - VIENNA • VILLACH • SOUTH TYROL • MUNICH • STUTTGART • BUCHAREST • BUDAPEST