Swissotel is one chain that’s firmly convinced of the benefits of marketing automation. They’ve standardized on Opus2’s Topline revenue management system at thirteen of their fifteen properties, worldwide (the exceptions are in Bangkok and Seoul), and are converting them all to the more current Topline Prophet version. They also use Driving Revenue’s automated Market Planner, and sales & catering software from NGSC and Fidelio. What makes it work for them?

“Undoubtedly the most critical factor is management commitment,” says Kathleen Cullen, Swissotel’s Manager of Reservations Operations and Revenue Management Systems. “This creates the right cultural environment, which combines a focus on revenue management principles with an emphasis on realistic goals and budgets.”

And how do you make sure that happens? “The most important thing is to have each property’s revenue committee discuss all aspects of its hotel business together, and reach consensus on the goals. This prevents surprises and helps keep the input clean and reasonable; as with all computer systems, your output’s only as good as your input! The committee comprises the GM, Director of Sales, Reservations Manager, Front Office Manager and Revenue Manager.”

Revenue Manager? “Probably the most important position of all! This manager is solely responsible for monitoring the RM system and tuning it to meet the agreed goals, but can’t do it without input from the others. They’re all peers and have to work together; the Director of Sales, for example, can’t override the Revenue Manager’s recommendations. If they can’t resolve differences of opinion themselves, the GM will arbitrate. It’s an extra position, but the results really justify the emphasis.”

Now that’s focus.

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