Carlson Hotels focuses on demand forecasting

Published: 29 Jun 2009

Carlson Hotels Worldwide has selected QL2 for its Carlson Hotels Stay Night Automated Pricing (SNAP) initiative.

QL2 will provide on-demand data on competitive and market dynamics for 700 of the Carlson Hotel properties in the United States and Asia Pacific.

The SNAP process optimises pricing in order to maximise revenue through demand forecasting.

The QL2 Data Services provides Carlson Hotels Worldwide with specific, manageable data on properties, rates, amenities and other factors that matter when making strategic pricing decisions.

Jim Rozell, senior director of revenue optimisation at Carlson Hotels Worldwide, said, “SNAP is allowing us to push revenue management from a centralised function out to the operational levels of our properties where we can now empower hotel employees that are busy providing guest services to also make data-driven revenue optimisation decisions with the click of a mouse.”

“Their (Carlson’s) vision for SNAP of combining current competitive and market data with historical insights is an industry first,” said Russ Aldrich, chief executive officer, QL2.

Read more: forecasting

Comments

Pitkin said on 10 Jul 09:

I don't have any direct knowledge, but my impression of Carlson Hotels from a distance is that the company is managed well. But, I have to wonder about many other hotel companies who did not see the economic slump coming -- even though it was obvious.

I read an interesting article last week about a small portion the hotel industry. Alan X. Reay, founder and president of Atlas Hospitality Group in Irvine, California, said the number of California hotels in default or foreclosed on has jumped 125% in the last 60 days. The state now has 31 hotels that have been foreclosed on and 175 in default.

The unprecedented decline in room revenues (California is down 21.5% year-to-date) combined with the jump in cap rates has resulted in a massive loss in values. Atlas estimates that values are currently 50 to 80% lower than at the market's peak in 2006-2007."

What were the lenders thinking? Did the borrowers have a clue?

Now here's the kicker from Atlas: "In reviewing the hotels in default or foreclosed on, we found that over 75% of the loans originated from 2005 to 2007. During this period, over 2,500 California hotels either refinanced or obtained new purchase loan financing."

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