The Voice of Revenue Managers

ZS and The Hospitality Sales & Marketing Association International (HSMAI) have partnered to develop this Voice of Revenue Manager (VoRM) study to better understand how Revenue Managers are allocating their time. Among the key findings:

  • Less than half of RMs time is dedicated to revenue generating activities (49% on average)
  • RMs spend on average 5 weeks of full-time effort on RFPs and 6 weeks of full-time effort on budgets (between 8-17 weeks total on just these two activities across chain scales)
  • RMs spend about 76% of their weekly time on non-stakeholder facing activities and only 18% of time with stakeholders. 13% of their week is spent updating the many systems they interact with, and only 5% in revenue strategy meetings.

The following resources are available:

» Study Press Release: ZS and HSMAI study shows hospitality revenue stumbling blocks

» Feature Article: Are revenue managers spending enough time actually generating revenue?

» Study Reports:

  • Full Report
  • Chain Scale Breakdown: Upper Upscale
  • Chain Scale Breakdown: Upscale
  • Chain Scale Breakdown: Luxury
  • Chain Scale Breakdown: Midscale

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» Study Videos

Results Overview from Kelly McGuire, Managing Principal for Hospitality, ZS

 

Results Commentary by study co-author Paresh Bhandari, ZS

 

Industry Implications with Rosewood Hotels

HSMAI Customer Insight: With Vaccines Arriving, U.S. Trip Planning Surges | Longwoods

According to the latest Longwoods International tracking study of American travelers, 81% plan to travel in the next six months, an increase of 16 percentage points since mid-January and the highest level since the beginning of the pandemic last March.  Coupled with a surge in travel plans for the upcoming six months, the percentage of travelers who say that the coronavirus is greatly impacting their decision to travel during this time period has dropped to 40%, the lowest level since March 2020.  CEO Amir Eylon provides insights for HSMAI:

Full Report:

HSMAI Customer Insight: Vaccine Progress a Factor in Upcoming Travel for Most | Longwoods

According to the latest Longwoods International tracking study of American travelers, 70% of them say a vaccine will have an impact on their upcoming travel plans.  This as traveler optimism about future travel is slowly growing.  In November, 77% said they were changing their travel plans because of COVID-19.  That percentage has steadily declined to 68% in the most recent survey. “The arrival of coronavirus vaccines is a game-changer for future travel in the U.S.”, said Amir Eylon, President and CEO. Exclusive insights on the research for HSMAI from Eylon:

Full Report:

HSMAI Customer Insight: Will A Vaccine Bring Back Leisure Travel? | Fuel

Melissa A. Kavanagh, Director of Analytics, Fuel, provides HSMAI exclusive insights into the impact of a Covid vaccine on the intention to travel, finding that 60-70% of people said that some form of the vaccination being administered would improve the likelihood of booking a vacation in the next 6 months.

Full Report:

» FUEL COVID-19 CONSUMER SENTIMENT STUDY VOLUME 11: WILL A VACCINE BRING BACK LEISURE TRAVEL?

For additional information, insights, and tools, visit HSMAI’s Global Coronavirus Resources page.

HSMAI Customer Insight: First 2021 Travel for Many Will Be to Family, Friends | Longwoods

According to the most recent Longwoods International tracking study of American travelers, about 50% are planning to visit family and friends on their first trip this year, with the vast majority planning to travel by car. About 40% of American travelers do not plan to hit the road before there is vaccine distribution.

Full Report: 

HSMAI Customer Insight: First 2021 Travel for Many Will Be to Family, Friends | Longwoods

According to the most recent Longwoods International tracking study of American travelers, about 50% are planning to visit family and friends on their first trip this year, with the vast majority planning to travel by car. About 40% of American travelers do not plan to hit the road before there is vaccine distribution.

Full Report: 

The Golden Metric

HSMAI’s Hotel Digital Marketing Essentials online class is designed for hospitality professionals seeking a deeper understanding of hotel digital marketing and/or hoping to earn the Certified Hospitality Digital Marketer (CHDM) credential. In this video, course instructor Dan Wacksman, CHDM, principal at Sassato, shares a preview of what to expect from the six-week class focusing on what he calls the Golden Metric: Conversion. The next class begins on Jan. 26.

Learn more about the course or register to join.

Becoming a Trusted Resource for Your Clients

HSMAI’s Hotel Digital Sales Essentials online class is designed for hospitality professionals who have sales-related responsibilities and/or want to gain practical digital selling skills. In this video, course instructor Holly Zoba, CHDM, principal at Scout Simply, shares insights on how you can become a trusted resource for clients as an example of what you can expect in the six-week class, which next begins on Jan. 26.

 

Learn more about the course or register to join.