酒店分销：人工智能诞生时直接预订的实际成本.pdf

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1、Agenda01 Average Daily Rate Average Length of Stay Average Transaction Price Thailand Gross Operating Profit report Rising CostsData Insights,evolution from 2019 to current:02 Direct versus Indirect Share by Channel OTA dependency by Hotel category Cancellation Rates Share of digital marketing reven

2、ue by Channel Type AI in digital marketing and resultsDistribution Mix03 Average share of Direct Bookings Distribution cost of Paid Ads.Total Cost of Direct Bookings How much to invest in Digital Marketing Planning Budget 2025Panel:441 Hotels in Asia 01BOOKING INSIGHTS AVERAGE DAILY RATEHigh but not

3、 at its highest yet Average Daily RateEvolution of the ADR of hotel online bookings Panel:441 Hotels in Asia AVERAGE LENGTH OF STAYStill below pre-pandemic levelDirect vs.Indirect distribution:Evolution of the LOS of the hotel online bookings nightsnightsnightsnightsnightsAVERAGE TRANSACTION PRICE A

4、 Steady ClimbAverage Transaction PriceEvolution of the ATP per hotel online booking-$5.00$45.00$95.00$145.00$195.00BangkokHua HinKrabiPhuketKoh SamuiPattayaGOPPAR by key city(Thailand)Room Performance12 month rolling 52.0%28.0%3.3%1.9%1.5%56.0%17%4.2%2.6%1.9%BUSINESS MIX%ROOM REVPhuketRest of12-mont

5、h ADR:Samui THB 8,570Krabi THB 6,541Phuket THB 5,260BKK THB 4,566PhuketRest of Thailand02DISTRIBUTION MIX and AI in digital Marketing Evolution of the hotel ONLINE BOOKING revenues 2019=Index 100 PANDEMICDIGITAL REVENUEPanel:441 Hotels in Asia From slow recovery to record-breaking+38,2%CHANNEL SHARE

6、Direct is Number 1Share of online distribution in 2023Direct Vs.IndirectOTA dependency varies by Hotel categoryCHANNEL SHARE BY HOTEL CATEGORY Share of online distribution in 2023Direct Vs.Indirect2 stars 3 stars 4 stars 5 stars DirectIndirectStill too high CANCELLATION RATECancellation of hotel onl