2015年全球酒店行业展望.ppt

Asia’s internet access has also risen considerably. In 2009 internet penetration in China was 25.8 per cent, more than double the figures we anticipated in our Hospitality 2010 report. India’s internet users have also more than doubled from 27 million to 64 million users and are forecast to almost double again by 2014. India and China are forecast to contribute an increase in internet users of more than 300 million by the end of 2014. This is more than the total internet users in the US and UK combined in 2009.3 Booking hotels via the internet remains the most popular method, especially for those seeking to put together their own mainstream holiday package, with more than 50 per cent of major hotel brands made via the internet in 2009/10.4 This is increasingly pushing travel agencies into specialist and niche holidays where they are still able to offer a differentiated service to consumers. Hoteliers are capitalising on the rise of internet booking, through the use of CRM, to build a relationship with the consumer from the initial booking through the stay, to post-stay surveys and follow-up communication. However, it is not yet clear whether CRM has been successful in generating the additional revenues needed to justify the investment. Table 10. World internet penetration rates by geographic regions, 2005-2014 (%) Has CRM delivered? At the time of Hospitality 2010, CRM was considered to be a vital component in the future success of the industry with many executives seeing it as one of the top priorities for investment in technology. Over the past five years, the results obtained from CRM have been mixed. CRM in relation to loyalty programmes is widely accepted as a success in the industry, delivering significant repeat business and above average spend per night. However around 60 per cent of other CRM projects have had little impact on sales performance and over half of these projects have failed.5 The apparent failure of some projects ma