Family Business Source Markets (2019)
2019 Family Rooms Revenue by Source Market% [yoy%]
2019 ADR and Average Length of Stay (ALOS) for Each Source Market
600
6.0
ADR - USC AFR-Night(USC)
ALOS
Others, 11%
5.1
4.8
China, 25%
500
5.0
4.3
4.3
4.3
4.1
(+5%)
3.8
3.6
400
4.0
2.5 2019 Average Length of Stay (vs. 2.0)
3.3
(-12%)
3.1
2.8
2.8
2.8
2.7
Malaysia, 2%
2.6
300
3.0
2.1
2.0
Australia, 9%
1.9
1.9
1.8
USA, 4%
200
2.0
(+17%)
Philippines, 5% HK, 4%
(+2%)
100
1.0
(+1%)
S. Korea, 9%
177 199 202 304 271 217 217 235 298 133 228 311 193 244 211 346 390 313 294 164
Singapore, 5%
0
0.0
(+12%)
UK, 6%
(+14%)
Japan, 6%
(-2%)
(-6%)
(+21%)
Opportunity for Growth: 1.
Key Source Markets : • Top 20 Source Markets Contribute 88.9% of Family Rooms Revenue • China alone contributes 25% of Family Room Revenue, followed by: AU (9%), KR (9%), UK (6%), JP (6%), SG (5%) • China should be our first focus, because of our footprint (>50%) and the domestic travel trend growth is strong • Other markets to explore include UK, EU countries, USA, Saudi Arabia, Russia that have long ALOS and higher ADR
Extend ALOS: Occupancy Shangri-La Family ALOS is better than average guest (but lower than China inbound average of 7.93 days, based on forward keys for ALL travellers).
2.
Target Growth Market: China travelers
3.
Target “higher ADR + higher ALOS” source markets
32
2020 Shangri-La Group. All Rights Reserved.
Source: BluePrint (USD Constant, FY2018, All Hotels);
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