Gaining Momentum: Kalibri Labs Welcomes Two New Additions to its Business Development Team

ROCKVILLE, MD. (PRWEB) JULY 17, 2018

Kalibri Labs, an innovator and thought leader specializing in hotel revenue strategy and benchmarking, is thrilled to announce Stefanie Wood and Priscilla Plasai have joined the business development organization in director-level roles. Wood and Plasai fill a critical need on the sales and business development team to further expand the adoption of Kalibri Labs’ portfolio of data analytics products.

As Kalibri Labs’ revenue strategy platform, Hummingbird PXM, and hotel benchmarking reports continue to generate considerable demand from executives throughout the industry, the firm remains committed to enabling hotel brands, owners and operators with the tools and resources to improve profit contribution by evaluating revenue performance net of customer acquisition costs.

Stefanie Wood comes to Kalibri Labs with over 20 years of sales and revenue management experience in the hotel industry. Prior to joining Kalibri Labs, Wood spent the last decade as Director of Revenue Management with Starwood. Wood played an integral role in taking live two proprietary Starwood systems, Revenue Optimization System (ROS) and Integrated Sales and Catering (ISAC). Before Starwood, Wood held director level positions with Wyndham, Kimpton and Proccacianti, working across several markets on both the managed and franchised sides of the business including downtown, suburban and airport properties. Wood holds a Bachelor of Science degree from Virginia Tech and remains active with her alma mater. Wood will join VP of Business Development Jennifer Hill to advance adoption and deepen client engagement with Hummingbird PXM.

Plasai joins Kalibri Labs from Bond Collective, where she was the Sales and Business Development Manager on the opening team of The Mezzanine, an upscale, boutique event venue in Lower Manhattan. Plasai also served as Senior Associate for LW Hospitality Advisors for three years, where she prepared appraisals of full-, select-, and limited-service hotels across 20 states. Before LWHA, Priscilla served as Sales Manager for the Marriott Regional Sales Offices in Miami and Irvine where she helped launch the new sales office and sales transformation process for the Florida market, representing a total of 151 Marriott-managed hotels across 10 brands in Florida, Southern California, Arizona, and Nevada. Ms. Plasai holds a Bachelor of Science degree in Hotel and Tourism Management from the New York University Tisch Center. Plasai joins SVP of Business Development David Attardi with a focus on fitting the hotel real estate and investment community with insights to better understand a hotel asset’s unrealized revenue capture potential.

“Priscilla and Stefanie bring outstanding experience and perspective to our ongoing conversations with each of our different customer segments,” said David Attardi. “In order to solve our customer’s challenges, understand their businesses and preach the benefits of moving to net revenue metrics, it’s imperative to have lived, breathed and been confronted with the same scenarios our customers encounter on a daily basis. Stefanie and Priscilla know and love this industry and have a vested stake in helping our customers find solutions to enhance their profit contribution and reach their optimal business mix.”

ABOUT KALIBRI LABS
Kalibri Labs evaluates and predicts revenue performance in the digital marketplace with its next-generation hotel benchmarking platform and analytical reports. The Kalibri Labs database, updated monthly, is comprised of guest stay records, including cost of sales and detailed source of business information, from over 31,000 hotels dating back more than 5 years to give an expansive view of the U.S. hotel industry.

For more information, please visit KalibriLabs.com

MEDIA CONTACT: 
Ken Barna
ken@kalibrilabs.com
301-799-2609

Read the full press release on Cision PR web

Kalibri Labs releases Part III of Demystifying the Digital Marketplace: Spotlight on the Hospitality Industry

The final installment in the series provides a guide to manage the costs of customer acquisition and assess multiple sources of business to help a hotel find its Optimal Business Mix.

ROCKVILLE, MD. (PRWEB) JUNE 21, 2018

Kalibri Labs, the next-generation revenue strategy and hotel benchmarking company, just released the final segment in the three-part special report, Demystifying the Digital Marketplace: Spotlight on the Hospitality Industry. Sponsored by the American Hotel and Lodging Association, the American Hotel & Lodging Educational Foundation, the HSMAI Foundation, the Asian American Hotel Owners Association, the Hospitality Asset Managers Association, the Hospitality Financial and Technology Professionals, and the IHG Owners Association, Part III is a guide to hotels for taking action. Applying the macro view of the digital marketplace from Part I and the hotel performance data in Part II, Part III features common challenges displayed in case study format, and offers insight and guidance for hoteliers to navigate through the rapidly changing digital marketplace. The final installment in the series provides a guide to manage the costs of customer acquisition and assess multiple sources of business to help a hotel find its Optimal Business Mix. It calls attention to the impact of wholesale commissions, the benefits of a base of loyal recurring guests and the profit advantages that accrue by understanding the cost of acquisition in a hotel market.

Part III highlights the wide range of channels through which hotels receive their business and the differing net revenue values that each channel generates. The report highlights that determining a hotel’s optimal business mix is consequential and it is imperative to find a healthy balance of business at the lowest cost possible. This report offers hoteliers several different analyses to apply to their own situations. Some examples are: Flow-through Analysis, Lifetime Value Analysis, as well as an Ancillary Spend Analysis.

1.    The Flow-Through Analysis dissects the amount of contribution to profit down to a gross operating profit (GOP) level on a per room night basis for the different channels used by travelers. For example, the per room night GOP from direct channels, Voice and Brand.com, is significantly higher than that from third-parties.

2.    The Lifetime Value Analysis builds on the concept of examining the value of recurring guests, sometimes called “lifetime value.” This refers to the overall value that a guest brings based on repeat stays over a certain period. Typically, loyalty members booking through direct sources contribute significantly higher profit contribution than the cost of finding new non-recurring guests to book through third parties.

3.    The Ancillary Spend Analysis looks at the additional dollars spent on property beyond room revenue. This analysis proves different types of guests tend to spend varying amounts in food and beverage or other revenue centers in the hotel. The study found that loyalty guests who book directly tend to spend more, in food and beverage and other revenue centers, than guests coming from third party sources.

As the costs of guest acquisition continue to rise at a rate faster than guest-paid revenue, it is important to understand the different levels of profit contribution driven by different guests coming through the various booking channels. 
Additionally, Part III examines ways to evaluate the efficacy of sales and marketing budget deployment. Keeping in mind that the sole purpose of this investment is to generate increased revenue, a Sales and Marketing Efficiency Analysis centers around understanding the return on that investment. It calculates how much Net Revenue is generated for every dollar spent in sales and marketing to account for spending on sales, advertising as well as initiatives like social media and trade shows.

Hoteliers can find more success when they understand the demand in the market and the costs to acquire that business. In the expensive and complex world of hotel distribution, understanding the dynamics of the market demand by channel and rate category along with transparency into the costs of acquisition is essential in achieving the best performance possible, as reflected in the hotel’s Optimal Business Mix. This success carries over into more direct relationships with a hotel’s customer base, ensuring a better experience overall for the consumer, a worthy objective for every hotelier.

To download the full volume of Demystifying the Digital Marketplace, visit https://www.kalibrilabs.com/demystifying-the-digital-marketplace/

ABOUT KALIBRI LABS
Kalibri Labs evaluates and predicts revenue performance with its cloud-based revenue strategy platformnext-generation industry benchmarking and analytical reports. The Kalibri Labs database, updated monthly, is comprised of guest stay records, including cost of sales and detailed source of business information from over 31,000 hotels dating back more than 5 years to give an expansive view of the U.S. hotel industry. 
The Kalibri Labs team is a seasoned group of executives with deep hospitality industry experience and a passion to sustain the hotel industry’s financial health in a highly challenging and dynamic digital marketplace.

For more information, please visit KalibriLabs.com.

MEDIA CONTACT: 
Ken Barna
ken@Kalibrilabs.com
301-799-2609

Read the full press release on Cision PR web

A New Kalibri Labs Special Report Reveals Increased Intermediation in the Groups and Meetings Segment of the Hotel Industry, the Associated Costs and Future Projections

This report offers analysis on the groups and meetings market segment and sheds light on the challenges imposed by a fragmented ecosystem with a focus on costs and the impact on relationships between hotels and their customers.

ROCKVILLE, MD. (PRWEB) MARCH 14, 2018

Kalibri Labs just announced the release of their latest hotel industry study that encompasses the groups and meetings market segment. This in-depth look at a critical component of the industry’s business mix is the first of its kind and filled with detailed insights and key metrics which reveal increased intermediation in the groups and meetings segment.

The report highlights that groups and meetings business in the U.S. represents approximately $300B, with about $140B spent in hotels. Of this $140B in hotel spend, about $30B represents room revenue, with F&B, ground transportation, AV and other ancillary requirements making up the balance.

The report shows that groups and meetings business is about 15% of total U.S. room nights across the full spectrum of hotel segments. Full service hotels at the higher end of the rate range (those over $220 published rates) have 30-35% of their room nights generated by groups and meetings business. Small meetings, defined as requiring under 100 rooms on the peak night, make up almost three-fourths of the meetings in the U.S., however this represents just over one-fourth of the meetings revenue (28%). The balance of revenue is split between meetings requiring between 100-499 rooms (33%) and those over 500 rooms (39%).

The complexity of the groups & meetings ecosystem is put on display in the report and details the process from the point at which the concept of the event is conceived through to its execution. There are many intermediaries involved at various points in the value chain which adds to the process’ fragmentation and ultimately to its costs. Cost of customer acquisition has risen dramatically over the last 5 years as the proportion of intermediated events has increased, equating to over $4B in 2017 and is expected to reach close to $8-10B by 2022. The total costs can reach upwards of 35% of room revenue on many pieces of group business when all third-party commissions and other booking costs are considered.

The report also reveals that automation has entered many aspects of the groups & meetings sourcing, booking and execution process over the last five years and is accelerating but it hasn’t always made the process more efficient for those involved. Cindy Estis Green, CEO and Co-founder of Kalibri Labs, says that, “with this renewed attention, the next 2 to 3 years appear to be an inflection point in the way the groups & meetings process will evolve. Operators with hotels of all sizes should pay heed to the costs and processes in place as they are likely to affect all events from the smallest social events to the largest corporate and association meetings. An open and robust dialogue on how to improve the efficiency of this ecosystem would benefit all involved to improve the overall guest experience and reduce costs for all parties.”

For the full report and analysis, please visit the following link to download: kalibrilabs.com/groups

About Kalibri Labs

Kalibri Labs evaluates and predicts revenue performance with its cloud-based revenue strategy platformnext-generation industry benchmarking and analytical reports. The Kalibri Labs database, updated monthly, is comprised of guest stay records, including cost of sales and detailed source of business information from over 30,000 hotels dating back more than 5 years to give an expansive view of the U.S. hotel industry.

For more information, please visit kalibrilabs.com

Media Contact
Ken Barna
301-799-2609
Ken@kalibrilabs.com

Read the full press release on Cision PR web

Poised for Growth: Kalibri Labs Adds Two Seasoned Hospitality Executives to Its Leadership Team

The next-generation hotel benchmarking company’s business development team expands to deliver property, brand and industry insights to hotel decision makers.

ROCKVILLE, MD. (PRWEB) FEBRUARY 15, 2018

Kalibri Labs is pleased to announce the addition of David Attardi as Senior Vice President, Sales and Marketing, and Jennifer Hill as Vice President, Business Development. Kalibri Labs, a big data and analytics firm for the hospitality industry has built a digital platform to evaluate and predict revenue performance.

Attardi and Hill join an impressive team already in place at Kalibri Labs, bringing with them the perspective and extensive hands-on hotel and real estate knowledge to enable hotel owners and operators to leverage Kalibri Labs’ toolkit for evaluating and improving profit contribution.

 

David and Jennifer bring a combination of practical industry knowledge and revenue strategy know-how to add value for client adoption. We are excited to roll out Hummingbird PXM and our real estate insights reports with greater scale going forward
— Cindy Estis Green, CEO and Co-founder, Kalibri Labs

Prior to joining Kalibri Labs, Attardi served as Vice President of Lodging Development for Red Lion Hotels Corporation, leading the company’s aggressive pursuit of franchise growth on the east coast. Prior to that, he operated as Vice President of Interactive Marketing at B. F. Saul Company, in charge of all the organization’s online and offline channel distribution. Over the years Attardi has been heavily involved in many industry organizations, such as IHG Owners Association’s Emerging Leaders Council, Marriott eCommerce Franchise Committee, and Board member of the Washington, DC chapter of HSMAI.

Hill comes to Kalibri Labs most recently from Highgate where she served as Regional Director of Revenue and Distribution. She has over 17 years of direct hotel operations and revenue experience at an array of branded and independent properties. Hill is an active member of the Advisory Board for the Washington DC chapter of HSMAI; has been recognized as one of the Top 25 Minds in Sales, Marketing and Revenue Optimization in 2017; and was awarded the HSMAI Revenue Management Professional of the Year in 2014.

This powerful combination of experience brings depth and breadth of industry perspective to the Kalibri Labs’ portfolio of products, specifically Hummingbird PXM, a hotel revenue strategy platform. Hummingbird PXM delivers insights to hotel owners and operators focused on revealing opportunities by channel, rate category and travel agency to grow a hotel’s profit contribution.

“We have spent the last 5 years building our database to over 30,000 hotels with details of daily transactions and their cost of acquisition supplemented by critical external data points including Airbnb supply and demand, consumer review indices and loyalty contribution,” said Cindy Estis Green, CEO and Co-founder of Kalibri Labs. “David and Jennifer bring a combination of practical industry knowledge and revenue strategy know-how to add value for client adoption. We are excited to roll out Hummingbird PXM and our real estate insights reports with greater scale going forward.”

In addition to the Hummingbird PXM digital platform, Kalibri Labs offers a variety of dynamic reports and analysis that leverage its next generation net revenue metrics through the lens of real estate development, asset acquisition/disposition, financing and valuation. By understanding a hotel’s ‘revenue capture,’ or how much revenue a hotel keeps of what the guests pay, owners, developers, brokers and lenders can more accurately assess a hotel’s position in the market and the impact of the property’s distribution channel mix on its profit contribution and ultimately on its valuation.

ABOUT KALIBRI LABS
Kalibri Labs evaluates and predicts revenue performance in the digital marketplace with its next-generation hotel benchmarking platform and analytical reports. The Kalibri Labs database, updated monthly, is comprised of guest stay records, including cost of customer acquisition and detailed source of business information, from over 30,000 hotels dating back more than 5 years to give an expansive view of the U.S. hotel industry performance.

MEDIA CONTACT: 
Ken Barna
ken@kalibrilabs.com
301-799-2609

Read the full press release on Cision PR web

Kalibri Labs' Research Reveals Consumer Shift In Favor Of Brand.Com VS OTAs With The Launch Of Book Direct Campaigns

Loyalty with Brand.com found to be powerful driver of demand and growth.

ROCKVILLE, MD. (PRWEB) OCTOBER 26, 2017

Kalibri Labs announced today that the results of a new study reveal a consumer shift in favor of Brand.com versus online travel agencies (OTAs) compared to historic growth trends, during the recent promotional campaigns to attract new loyalty members with incentives to book direct. The study also revealed increased revenue for hotels during the campaign period examined in the study.

“This shift in consumer behavior is positive news for hotel brands across the country, supporting the efforts to increase use of the hotel industry’s direct channels over the past couple of years,” said Cindy Estis Green, CEO & co-founder of Kalibri Labs who conducted the analysis. “The results demonstrate that customer affinity to Brand.com is increasing, and there is an accelerated growth in loyalty membership and revenue.”

The news is the result of a series of Book Direct initiatives in 2016 from ten hotel brands with customer loyalty membership programs, which enabled new and existing members to qualify for discounts on future and current travel. The program was designed to create incentives for travelers to book through a hotel’s direct channels instead of a third-party intermediary. The Kalibri Labs study sample of 12,000 hotels and 52 million transactions over an eight-month period confirmed that channel shift occurred with more rapid growth in Brand.com and slowed growth in the OTA channel during the period the campaigns were running. Kalibri Labs maintains the only database in the hotel industry with actual detailed guest stay records along with cost of acquisition data to accurately assess the results of these campaigns.

The analysis demonstrated net positive outcomes in revenue for over 80% of the hotels in the sample resulting from the loyalty membership campaign.

Details of the four primary takeaways from the study include:

1. Consumer Behavior Drove Channel Shift in Favor of Brand.com
There was clear evidence of faster growth in Brand.com retail bookings when compared to the OTA channel. This was true of both revenue and room nights when compared to the prior year before the direct booking campaigns were launched.

2. Net ADR of Brand.com Loyalty Rates Were Higher than Net ADR of OTA Rates When comparing average rates net of direct transaction costs, such as channel fees, commissions and loyalty costs, the Brand.com rates that loyalty members booked were 8.6% higher than the net average rates of OTA transactions. As the rates are based on actual transactions, this includes all discounts related to the campaigns.

3. Results Reflected Net Positive Revenue Outcomes
When actual 2016 results were compared to projected outcomes based on a statistical regression model, the results pointed to a net positive revenue outcome. While the model recognized potential rate trade down in 14-17% of Brand.com room nights, the median Net Revenue benefit for 80% of the hotels in the sample was between +$9,000-$33,000, per hotel when considering all discounts, trade downs, loyalty and commissions costs for the subset of the business that was targeted by these campaigns (retail transient).

4. Loyalty is a Powerful Driver of Demand and Growth is Strong
The growth in loyalty contribution by participating hotel chains from 2015 to 2016 was consistent with reports of 30-40% growth in membership over the previous year; four to six out of every ten room stays were driven by loyalty members for the upper midscale, upscale and upper upscale member groups. Hotel chains reported record numbers of campaign-related new members that came with similar recurrence patterns as their standard new member population.

The study also highlights the opportunity for hotel brands to continue to optimize the loyalty and affinity programs to ensure they secure a deep list of members and recurring guests, and so that the consumer benefits from a superior stay experience that closely aligns with their preferences.

The study examined stays from May-December of 2016 when most hotel chains had Book Direct campaigns in the marketplace. There were two components to the analysis. The first was a purely transactional view looking at performance, cost and potential trade-down. The second looked at the longer-term upside or “lifetime value” of incremental loyalty members and how many recurring guests would need to be added for hotels to compensate for any upfront costs.

About Kalibri Labs

Kalibri Labs evaluates and predicts revenue performance in the digital marketplace with its next-generation hotel benchmarking platform and analytical reports. The Kalibri Labs database, updated monthly, is comprised of guest stay records, including cost of sales and detailed source of business information, from over 26,000 hotels dating back more than 5 years to give an expansive view of the U.S. hotel industry.

For more information, please visit: http://www.KalibriLabs.com

Media Contact: 
Ken Barna
ken@kalibrilabs.com
301-799-2609

Read the full press release on Cision PR web