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ValuePLUS/MonitorSM
Analytics for Lodging Decisions

An integrated component of the DIRECTIONS® Travel Intelligence System®, VALUEPLUS/MonitorSM is a lodging information system utilizing multiple DKS&A consumer-based lodging brand surveys and industry/client data to provide the critical information needed for profitable decision making.

Includes benchmarks and models for contextual understanding. Analytics are focused on client decisions in three organizational areas: chain/brand management, operations, and marketing.

BRAND MANAGEMENT & OPERATIONAL DECISIONS
Property QA Refinement: improves effectiveness of chain's property QA system to maximize positive guest impact.

FEATURES

OPTIMIZATION/ModelSM - Identifies guest choice drivers by travel purpose, segment, and competitive set, and relates to chain competitive position (gap), yielding an overall metric indicating the relative amount of effort required to leverage each feature in order to optimize chain potential.

  • Chain/Property Feature Decisions for ROI Maximization: Identifies the features needed for success and the competitive level of execution needed for optimized customer pay-off

  • Pricing Decisions Refinement for Maximizing Competitive RevPar: Competitive price sensitivity demonstrates how much you can increase rate while retaining guests/occupancy and/or how much to reduce rates to gain share without product improvement.

    REVPAR GAIN/ModelSM - Utilizes dollar-based differences in rate between you and competition before customer will change hotels. Rate curves are generated revealing the percent of customers that will or will not change hotels for each dollar increase or decrease in room-rate difference between hotels in the same market.

    MARKETING DECISIONS

  • Advertising Focus: Opportunity to tune communications given competitive brand features that guests respond to.

  • Program Implementation & Focus: Opportunity to develop and refine marketing plans based on knowledge of importance of such programs to guests and your competitive position.

  • Targeting (Business vs. Leisure Travelers): Identifies important groups of travelers based on similarity in who they are and what they want.

    GUEST SEGMENTATION/ModelSM - Analytics provide actionable descriptions of hotel user groups/clusters

    Driver Features



    		 Utilizes above information to determine importance/drivers for focused ROI decisions
    Guest History







    		 Travel behavior, segment use/spending, attitudes and demographics from DKS&A DIRECTIONS® PERFORMANCE/MonitorSM and IMAGE/MonitorSM databases,
    plus current in-depth study supplement.
    Guest Loyalty








    		 Loyalty metrics show overall competitive standing and includes: chain share of
    room-nights; brand ratings of value and satisfaction, Preference vs. Use-Expectation, and commitment (demonstrating competitive brand overall retention/steal strength with travelers).
    Media Use



    		 Information available via PRIZM® and/or Mosaic® coding..
    DIRECT/ListSM

    		 High "lift" scored lists for purchase or scoring your internal customer database.

     

    For more information please e-mail us at:

    jcaldwell@dksa.com

    or call Jim Caldwell at (703) 536-0933

    1750 Old Meadow Road · Suite 620 · McLean, Virginia 22102
    ©2006 D.K. Shifflet & Associates, Ltd.