Most Revenue Managers including those that consider themselves “seasoned” will tell you that they have a firm grasp on what demand drivers influence occupancy at their hotels. Expect a laundry list of the usual suspects: “Corporate high rises within 2 mile radius of the property”, “Large concert venue”, “Transient summer travelers passing through to a larger market”.
What if I were to tell you that everything that you know about your demand drivers is simply artifice?
Here at Kriya RevGEN, we have developed a systematic and analytical approach that has allowed us to uncover what is really at the core of your hotel’s demand drivers.
At this hectic time of big data, machine learning, and analysis paralysis we have pared down the data, done the heavy lifting for you and discovered a groundbreaking and unquestionable direct correlation between hotel occupancy, and ornithological migratory and population patterns.
Methodology and Findings:
Kriya’s research project was conducted over 4 years at an approximate cost of $13.4 million dollars and included some of the best research minds in Hospitality and Ornithology. Of most interest were the 4 most crucial flyways of the American Waterfowl (Central, Mississippi, Pacific, and Atlantic Flyways), and the corresponding hotel occupancies of Inns, Motels, and Hotels within the flightpath of those flyways. The data we collected was shocking to say the least. We discovered a direct and near perfect correlation between population change in Waterfowl Flyways, and corresponding hotel occupancy despite star rating or property size.
Our sample size of hotels was over 4,000, each within 1 longitudinal line of each geographical center-line of each Waterfowl Flyway.
Data was collected through countless man-hours of labor-intensive research. Four full time Ornithologists per Flyway were hired to track populations, tag individual specimens, and observe feeding, mating, and unexpected migratory deviations.
What is interesting and promising for the Waterfowl Research community is that three of four Flyway’s experienced a sizeable uptick in migratory population. What is promising for the hotel communities in each of these Flyways, is that they also experienced a near identical uptick in rates of occupancy. This correlation is so perfect, that for once it has actually proved causation.
Our Unique Approach:
Now armed with this valuable proprietary knowledge, our next plan of action is simple: For our hotels that are not experiencing similar occupancy growth it is our assumption that migratory patterns could be intentionally disrupted and diverted to fly over our hotels with soft occupancy, thus increasing their occupancy. This could be achieved by introducing hostile, predatory species such as the Peregrine Falcon (figure 3) to scare existing waterfowl away from normal migratory paths, and toward hotels in our portfolio with the weakest occupancy.
As an hotelier it is now up to you how to act now that you have been furnished with this invaluable knowledge. If you are as excited about the future of hospitality as we are at Kriya RevGEN, then you owe it to yourself to take the Kriya RevGEN Approach™©. Sign up for a demo today and we can load your property in our proprietary web-portal, and begin diverting waterfowl migration over your property today. So next time that your revenue manager tells you that he has his eyes on the charts, graphs, and numbers- just remember: our eyes are on the skies.
-Daniel Foreman: Lead Machine Learning Guidance Guru at Kriya RevGEN