SOP – ANNUAL CORPORATE ACCOUNT REVIEW (ACAR)
What is the Annual Corporate Account Review?
During the months of March through May, each Preferred Hotels and Resorts (PHR) Global Sales Directors together with the Revenue Account Management Team will schedule a meeting or conference call with corporate hotels within their region to conduct a strategic account assessment and assist hotels in preparing for the 2018 RFP season.
Who will participate?
•PHR: Global Sales Directors, Revenue Account Managers and Regional Directors
•Hotel: General Manager, Directors of Sales & Marketing, Corporate Sales/Business Travel Sales Manager and Revenue Manager
What is the purpose/goal of ACAR?
•Determine sales strategies to maximize business from existing corporate accounts and consortia/TMCs
•Identify new business opportunities and streamline existing account base
•Evaluate industry trends and RFP requirements
•Discuss best practices for the preparation of the corporate survey
•Improve collaboration between Sales and Revenue Management Teams in the account assessment and rate loading process
•Focus on data analysis and strategy development and implementation to prepare for the upcoming RFP season
•Complete the Action Plan provided by PHR and implement the discussed strategies
INTERNAL ACARPROCESS FOR GLOBAL SALES & REVENUE MANAGEMENT TEAM:
- PHR Global Sales person to complete the ACAR Hotel Listing to identify their regional hotels by March 19, 2017.
- PHR Global Sales person will send an email to each property contact (i.e. Director of Sales, Revenue Manager and/or General Manager) in his or her respective region, explaining the process of ACARand to inquire of hotel’s interest in pursuing corporate business for the 2018 RFP season (see sample email on 2018 SAMPLE EMAIL FOR ACAR.docx ) PHR Global SalesDirector will send the following documents with the email attachment:
- 2016 December Production Workbook
- 2017March or April Production Workbook
- American Express Top 50 Cities Report (Q4 2015)
SOP –ANNUAL CORPORATE ACCOUNT REVIEW (ACAR)– continued
- The hotels will be asked to provide the following information within a designated deadline date specified by the PHR Global Sales person.
ACAR Required Documents:
Account Assessment & Action Plan*
Hotelligence Report (DSA - Distribution Summary Agencies and DCC – Distribution City/Country )
Consortia SynXis Report
Travel Agency SynXis Report
Upon receiving each hotel’s ACARRequired Documents, the applicable PHR Global Sales person will save each file in: Sales\2018 Corporate Sales\OCDD\Hotel OCDD Required Documents within the applicable region folders (Americas, ASPAC, EMEA)
Quick link:Hotel Required Documents
- PHR Global Sales and Revenue Management Team to reviewthe following hotel documents for strategic analysis:
Account Assessment & Action Plan
Hotelligence Report
Consortia SynXis Report
Travel Agency SynXis Report
2016 December Production Workbook
2017 March or April Production Workbook
American Express Top 50 Cities Report
ACCOUNT ASSESSMENT & ACTION PLAN:
*The Account Assessment & Action Plan is a required document and is due a minimum of two weeks prior to the scheduled meeting or conference call. This document will help summarize the hotel’s account performance on corporate transient accounts, travel agencies and consortia segments. Additionally, it will list the hotel’s targeted and any other current accounts along with their Competitive Set information. The hotel and Preferred Hotels and Resorts representatives will complete the Action Plan during the ACARdiscussions.
HOTELLIGENCE REPORT:
This report measures booking performance, market penetration and distribution within the GDS channel for a hotel and its competitive set (custom list specified by each hotel). The data sources include all major GDS and GDS-powered Internet sites. The report period gives a historical overview of the previous month, year-to-date and multi-month trending data.
PHRGlobal Sales Team will reference this report as follows:
- DSA - Distribution Summary Agencies – review hotel’s top producing agencies against the competitive set and highlight any missing accounts not found on their targeted or other current account list
- DCC – Distribution City/Country – review major market sources of bookings via key cities and countries and recommend hotel’s participation in key global PHR tradeshows, roadshows, events or meetings
SOP – ANNUAL CORPORATE ACCOUNT REVIEW (ACAR)– continued
CONSORTIA SYNXIS REPORT:
This report provides Travel Industry ID production by Consortium via rate codes and accounts booked by their top agencies and Travel Management Companies. PHR Global Sales will use this report as a reference document to review the hotel’s consortia performance.
TRAVEL AGENCY SYNXIS REPORT:
This report lists travel agent and affiliated consortia contact information. PHR Global Sales will use this report as a reference document to review which consortia is involved in the hotel’s top agency bookings.
2016 DECEMBER PRODUCTION WORKBOOK:
The Production Workbook has several sheets (tabs) of detailed charts and graphs providing key metrics summaries in a drill down format including: Channel (GDS, booking engine, OTA and etc.), Segmentation (rate categories), Rate Plans, Day-of-week, Top Travel Agency, Room type code, and Consortia details. Depending on the tab, information is summarized by month, last 3 months (QTR), calendar year-to-date, and/or rolling twelve months. – Look at full year.
Note: PHR Global Sales will receive the following worksheets from respective hotel’s to review performance on the hotels’ top accounts against rate codes and top 25 travel agencies booking their hotel (reference hotel guidelines)
- Rate Plan – Sheet 6
- Travel Agency – Sheet 8
2017 MARCHor APRIL PRODUCTION WORKBOOK:
The Production Workbook has several sheets (tabs) of detailed charts and graphs providing key metrics summaries in a drill down format including: Channel (GDS, booking engine, OTA andetc.), Segmentation (rate categories), Rate Plans, Day-of-week, Top Travel Agency, Room type code, and Consortia details. Depending on the tab, information is summarized by month, last 3 months (QTR), calendar year-to-date, and/or rolling twelve months. Review workbooks for either Jan – March or Jan – April.
Note: PHR Global Sales will receive the following worksheets from respective hotel’s to review performance on the hotels’ top accounts against rate codes and top 25 travel agencies booking their hotel (reference hotel guidelines)
- Rate Plan – Sheet 6
- Travel Agency – Sheet 8
Hotel Guidelines:
- Hotel has less than 100 rooms - Provide top 15 accounts
- Hotel has 100-300 rooms - Provide top 20 accounts
- Hotel has over 300 rooms - Provide top 25 accounts
*The above number of accounts should not be exceeded when providing data via the “Account Assessment & Action Plan” spreadsheet
AMERICAN EXPRESS TOP 50 PRODUCTION REPORT FOR SPECIFIC CITY:
This is a CONFIDENTIAL report from American Express based on Top 50 producing cities by ARC (Agency Reporting Corporation). Details are provided by offices that make up 80% of Hotel Room Nights for that City, “All Other” represent the remaining 20% of offices.
SOP – ANNUAL CORPORATE ACCOUNT REVIEW (ACAR)– continued
Worksheets are based on a specific quarterly overview as follows:
US Domestic – USA American Express agencies booking USA destinations
US International – USA American Express agencies booking International destinations
Canada Domestic – Canada American Express agencies booking Canada destinations
Canada International – Canada American Express agencies booking International destinations
PHRGlobal Sales Team to use this document as a reference to identify American Express’ key producing agencies and/or accounts within that market city/destination and to inform the applicable hotel. – hotel will inform us via the Excel spreadsheet.
Sort report by destination city and review the following:
- Average rate (rate company is paying may be too low for hotel)
- Length of Stay
- There may be companies booking their city that the either not aware of or currently not working with.
- PHR Global Sales and dedicated Revenue Account Manager to schedule personal meeting, conference call or Webinar with applicable hotel to review accounts and establish an action plan for 2018. The Account Assessment & Action Plan is a required document and is due a minimum of two weeks prior to the scheduled meeting or conference call.
- PHR Global Sales to monitor hotel’s corporate Survey entries are updated by deadline date of May 31st
2017.
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