停止被动反应开始主动行动：在短视的世界中赢得长远胜利.pdf

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1、WINNING THE LONG GAME IN A SHORT-TERM WORLD.STOP REACTING,START ACTING.KIRSTEN STAVASIUS SENIOR ACCOUNT&STRATEGY MANAGER 80 DAYS JOANNE REEVES SALES&MARKETING DIRECTORFARNCOMBE ESTATEPRESENTERS+2.1 MILLIONof Year-on-Year Room Revenue growth across Francombe Estate+86%YoY+22%AVERAGE ORDER VALUE ACROS

2、S FARNCOMBE ESTATEThe Domestic Forecast for the UK was 2.5%YoY.57%OF HOTEL BOOKINGS ARE MADE WITHIN 28 DAYS OF ARRIVAL.Travel behaviour has become increasingly cautious,with a significant rise in last minute bookingsHotel Benchmark 2025DEMAND IS THERE.VisitBritain forecasts 45.5 million visits in 20

3、26(+4%),with spending projected at 35.7 billion(+7%).OK,SUREChoice&UX friction are suppressing bookings The modern luxury problem THE AVERAGEC O T S W O L DToo much choice lack of differentiation leads to decision fatigue.Lack of clarity brands sound alike;hindering confidence and trust.Lack of dist

4、inction brands look alike;hindering recall Friction in flow booking feels harder than dreamingLost Targeting being all things to everyone70%Of travellers think modern luxury hotels have lost their unique identity Virtuoso Travel Report 2025The answer isnt to shout louder its to be clearer.SOUNDS GRE

5、ATBUT HOW?A common mistake many hotels are making when things get hard.TACTICSTheyre starting hereRather than hereANALYTICSAnd most arent paying enough attention to thisANALYSISSTRATEGYTACTICS2026 ANNUAL STRATEGY24 HOURSANALYTICS,STRATEGY&TACTICAL PLANS2026 Q139 HOURSSHARED TIME SAVING TO DATEThats

6、a net time profit of 15 hours in Q1 alreadySTOP REACTING,START ACTING.202420258205701,7002,7001,0536152,0003,200+28%+7%+19%+13%+2.1MILLION Year-on-Year revenue growth across Farncombe Estate in 20252025 v 2026=1.2 MILLIONOf this was driven through Advertising alone+10%more spent+86%YoYSOUNDS GREATBU