Transforming Marriott’s Reservation Sales Experience
Next generation travelers want more choice and personalization in the booking experience. In order to meet this need, Marriott is launching the Enhanced Reservation Solution (ERS) program, which is a multi-year, multi-phased strategy that introduces more room products, services, choice, and personalization to transform the reservation sales experience. A key enabler of this strategy is the deployment of a new version of Marriott’s award-winning One Yield, as outlined in the Revenue Management Roadmap. This new version of One Yield will streamline the Revenue Management business process through automation and will switch the focus to influencing demand inputs rather than adjusting recommended system outputs. In addition, it is foundational to the next release of ERS, which activates the ability to inventory and guarantee room attributes. Together, ERS and the Revenue Management Roadmap deliver a more flexible, personal, and value-based booking solution delivered on Marriott’s direct channels.
Implementation to Date:
- Q2 2015: One Yield Inventory Optimization capability launched globally, delivering real-time information with authorization recommendations for each room pool all in one place
- December 2015: ERS release, Pre-arrival Room Upsell, launched globally, further leveraging the One Yield Inventory Optimization to offer customers an upsell to the “next best room”
What’s Next:
- Q2 2016: Proof of Concept for the next version of One Yield begins
- Improves user interaction with a focus on demand inputs and automation
- Reinforces a streamlined Revenue Management business process
- Introduces an innovative approach to guide recommendations in all hotels with the use of hurdle revenues
- Enables the next release of ERS (i.e., flexible selling by room attributes)
- Q3 2016: Proof of Concept for the release of the ERS program begins
- Builds on the new version of One Yield and enables the inventory, price, and guarantee of six room attributes (i.e., bed type, view, high/low floor, proximity, tub/shower, and accessibility) with guidelines starting in full service hotels in the U.S.
- Unlocks new ways to merchandise and sell hotel rooms and sets the stage for additional features and global expansion
Implementation Roadmap: Updated March 1, 2016
Prepare Now:
The Revenue Management Foundational Training Phase I is available now to individuals working in Revenue Management as well as sales strategy leaders (e.g., General Managers, Sales Leaders, Event Managers). This training reinforces Revenue Management strategy practices and optimal use of existing One Yield capabilities to ensure readiness for the new version. Participating ERS hotels will need to upgrade to the new version of One Yield before enabling the ability to guarantee additional room attributes in the next release of the ERS program. More information about Proof of Concept (POC) tests and rollout details for both changes will follow in Q2.
We look forward to working with you to elevate Marriott’s reservation sales experience, Revenue Management capabilities, and technology to deliver a strategy built to fulfill the travel desires of next generation travelers and increase attraction to Marriott direct channels.
