To name a few, there are some very useful points we can learn from it:
• Clearly, the future lies with the big B2C OTA’s but, though they are our top producers, still they do not dominate the market completely – traditional market is still alive, and so is MICE
• Mina’s policy on concentrating on Hana Tours for a kick start of Korean market has clearly worked; now, as we’ve discussed with her, she’s working on finding the balance to Hana in a form of competing producers
• Future clearly is with the Chinese market as well, that’s the area where we should concentrate our international efforts for 2016
• It’s about time to work on a project of our new booking agents – we could get so much more than we’re getting now via Globekey’s one, though the production is still excellent.
• We could perhaps talk to Expedia friendly, trying to understand why their production is so much lower than one of Agoda and Booking.com, which are nose-to-nose with each other
• Though giving up its positions, Russian market is still strong for us through the agents, as Odeon is top 9th producer, while 9 out of 50 top accounts belong to RUS zone’s agents
• Iranian market is on the go, and I am pretty sure the trend will continue in 2016
• In spite of all efforts made throughout 2015, B2B accounts do not bring great volumes to us, though 2 of them – Hotelbeds and GTA – made it into top 50
• In addition to 8,811 r/n’s produced by own account, supposedly by the new guests, we’ve also received 3,134 room/nights booked by our regular guests – we should do the utmost, especially PR ad service wise, to pamper our regular guests’ audience and to grow the new regulars. Besides, regulars’ average room rate is as much as 1,000 baht higher than one of normal own account guests
• Due to our ongoing efforts over the past years, gift vouchers sold via domestic shows now represent quite a significant value
• Regretfully, MICE business was not as strong as I would expect, but we all hope that will change in 2016
• Apart from Meeting Point Asia, no EUR or UK/IRE agents made it to the top 50… Looks like we should carefully turn our attention from the agents’ segment to online in continental Europe and the UK – all our many years of efforts, especially in the UK, do not really bring any good results.