HEDNA酒店分销数据管理与分析英文2018134页

HOTELDISTRIBUTIONDATAMANAGEMENTANDANALYSISA2018assessmentonglobalandregionalpracticesHEDNAHotelAnalyticsWorkingGroupReportofFindingsWrittenandPresentedbyCo-ChairsDavidTurnbull,CCO&Co-Founder,SnapShot&MatthewGoulden,CEO,TriometricWinterConference,AustinTX,January30th20182Tableofcontents1.ExecutiveSummary32.AboutHEDNA53.AboutHotelAnalyticsWorkingGroup64.Introduction84.1Background84.2ResearchObjectives94.3ResearchMethodology94.4ResearchResults105.SurveyResults&Analysis116.Findings256.1General256.2Chains276.3ManagementCompanies276.4Independents287.Conclusions&NextSteps3031.ExecutiveSummary“Water,watereverywhere,butnotadroptodrink”–SamuelTaylorColeridge,1798,TheRimeoftheAncientMarinerColeridge’squoteisanaptdescriptionfortheglobalstateofhoteldistributiondatamanagementandasthispapersetsouttoreveal,theresponsesandgeneralenthusiasmfortheinitialsurveyvalidatesamandateforguidanceaswellaschange.HEDNA’sHotelAnalyticsworkinggroup(foundedinthespringof2017)set-outtoinvestigatekeywaysinwhichhotelierscollectstore,analyzeandactiontheirdataaspartoftheirdistributionoperations,Theobjectiveistoprepareindustrybestpracticerecommendationsandidentifyopportunitiesforaddedvaluefromthedata.Thegroupoptedtofocusinitiallyondefiningthecurrentstatusofhotels’approachtodistributiondatamanagement,basedonaworkinggrouppre-surveythatquantifiedthatissuesrelatedtodatacollectionandstoragewerepre-requisitesforfutureindustryimprovements.A20-partsurveywasreleasedinOctober2017andoveran8-weekperiod,generated1,053globalresponses,representingover40,000hotelsandManagementCompanies.,initselfasignificantachievementasoneofthelargestsurveysamplescollected.Thesurveysetouttoquantifycurrentpracticeindatacollection,storageandusages,aswellastestrespondents’overalldatasatisfaction.TheSurveyresponderscomefromallmajorcontinentsandrepresenthotels,managementcompaniesandindependents.TheAnalyticsWorkingGroupsplitinto3groupstoanalyzethesamplesizeacrossthesethreesegments.Dataqualityandsystemsintegrationwerecitedaskeychallengesandpotentialbarrierstoanalyticsinitiatives.Throughoutthesurvey,theimportanceoftheOTAsbothintermsofimpactoninventoryallocationbutalsotherelativelypositivequalityandaccesstodatawasreinforcedacrossallsegmentssurveyed.Repeatedlythroughoutthesurveyitbecameapparentthatdespitehighcollectionratesacrossallsegmentsinkeydistributiondata,suchasCostsorOperationalPerformance,thisdidnottranslateintoKPIdefinitionanddatausage.4AtChainlevel,thedatafindingsweresurprisinglyconsistentwiththeglobalaverage,withtheunusualexceptionofinventorymix,where30%ofChainswerefoundtohavemorethan50%oftheiravailableinventoryplacedwithOTAs.FortheIndependents,whichdominatedtheresultswith59%ofresponses,theabsenceofresourcesandeducationwasfrequentlyobservedbothinthequalitativeandqualitativedatacollected.ThishoweverdidnotlimittheirabilitytotrackkeydatasetssuchasGuestData,OTAFeesandCancellations.Finallyandthemostinterestingcontributiontothestudy,weretheresponsesfromtheManagementCompanies.Ingeneraltheycommunicatedhighdissatisfactionwiththedataqualityandsystemsprovidedbytheirrespectivechains/brandsbutreactedtothiswithsubstantiallygreaterinvestmentsintohumanresources,datawarehousingand3rdpartyanalysistools.ThisleadtotheirscoringproportionatelyhigherrankinginKPI’ssuchasCostofDistribution,whichalludesinitselftothefuturerecommendationsandbestpracticeguidelinestobegeneratedbytheworkinggroup.Theinitialsurveyresultsandfindingswerefirstunveiledandpresentedonthe30thofJanuary2018attheWinterHEDNAConferenceinAustin,Texasatwhichtimenextstepsandanoutlineforfuturebestpracticeguidelinesweredefined.Twodistinctapproachesforfurtherbestpracticedevelopmentswereproposedandarecurrentlybeingexplored.Thefirstsuggestionaimstofindwaystohelphoteliersleveragemoreoftheirexistingdatabymakingitmoreaccessibleandusableinrealoperationalcontexts.Thesecondsuggestionpromotesgreatercollaborationbetweenvendorsandhoteliersindefiningandaligningasetofdatastandardsacrosschanneltypestoovercomecurrentdatafragmentation.52.AboutHEDNAFoundedin1991,HEDNA(HotelElectronicDistributionNetworkAssociation)istheonlyglobalforumexclusivelydedicatedtotheadvancementofhospitalitydistributionthroughstrategiccollaborationandknowledgesharing.Forover25years,thenon-for-profitassociationhasprovideditsmemberswithnetworkingplatforms,educationalopportunitiesandprofessionalresourcestohelpthemnavigatetheever-evolvinglandscapeofhotelelectronicdistribution.HEDNAworkstooptimizetheuseoftechnologieswhileinfluencingthedevelopmentofcurrentandemergingdistributionchannels.Itpromotesanopenexchangeofinformationandprofessionaldevelopmentamongitsmembers.HEDNA’sglobalconferencesdeliverthemostcomprehensiveinformation,insightsanddialogueontrendsinhoteldistribution.HEDNAiscomprisedofhospitalityindustryleadersandinnovators.Membersrepresentallareasofelectronicdistributionincludinghotels,representationandManagementCompanies,GDSs,switchcompanies,OTAs,touroperators,softwareandpaymentserviceproviders,industryconsultantsandeducationalinstitutions.HEDNAisfundedbytheduesofitsmembersandisgovernedb