THOR Details How to Increase Hotel Occupancy Through Hotel Consortia Program Participation at Lanyon User Conference

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THOR Managing Director, Melissa Carlston, Details 5 Key Strategies Hotels Should Use to Build Hotel Consortia and TMC Business.

There are many ways to increase hotel occupancy

THOR Inc., a world leading travel services company, recently attended a user conference hosted by Lanyon, Inc., a recognized leader in content management solutions for the hotel industry and sourcing and procurement solutions for corporate travel buyers. THOR’s managing director, Melissa Carlston, a keynote speaker at the conference, highlighted the significance of hotel participation in consortia programs and travel management company (TMC) relationships. Through a system of strategies, as well as guidance from content management solution providers, such as Lanyon, THOR demonstrated the ongoing relevance of hotel consortia and TMCs in today’s travel market.

According to PhoCusWright’s U.S. Corporate Travel Distribution report (July 2009), over 80 percent of corporate bookings are generated from hotel consortia programs, TMCs, and corporate negotiated rates combined. In addition, as more travel spend shifts to online sources, the share of travel service companies, like THOR, will continue to increase due to their member travel agencies using booking tools and supporting their corporate clients.

During May 2010, the occupancy rate for hotels nationwide was predicted to be 54.7 percent, up 3.9 percent from that same five-month period last year, according to Smith Travel Research, which tracks industry statistics. But this rate still fell far below the 61.2 percent occupancy rate in 2007 and the 59.4 percent rate in 2008. These statistics indicate that participation in a hotel consortia program, such as THOR, maintains vitality as increases in hotel occupancy materialize.

“There are many ways to increase hotel occupancy,” said Carlston. “Each hotel consortia program and TMC offers unique solutions to help hotels boost occupancy. One of THOR’s unique points of differentiation is its award-winning marketing opportunities that effectively promote hotel partners to member travel agencies with ROI-focused results.”

In her keynote address at Lanyon’s user conference, Carlston illustrated to hoteliers how to receive their fair share of the hotel consortia and TMC business through five strategies. She advised hoteliers to determine what type of business they need, discern what type of business each hotel consortia can deliver, and match the two together. Once matched, hoteliers should actively measure their ROI addressing increased awareness coupled with actual bookings. Lastly, during the entire process, create a partnership with the hotel consortia to maximize all opportunities. It’s not enough just to be listed in a hotel program.

With a plethora of travel services offered to hoteliers, content management solutions providers, such as Lanyon, act as electronic connectors to assist with creating partnerships between hotel consortia, TMCs and hoteliers.

“Consortia programs such as THOR provide suppliers with a very effective avenue to market their properties to a relevant segment of buyers,” said Todd Tyler, President and CEO of Lanyon. “Clients of programs such as THOR benefit from their extensive travel agency membership and progressive supplier solutions.”

“Through working with Lanyon, and gathering information about various travel service providers, hoteliers gain access to hotel consortia program benefits and marketing opportunities to increase market share and occupancy moving forward,” added Carlston.

About THOR, Inc.
THOR, Inc., founded in 1977 in Boulder, Colorado, USA, is an international travel services company that provides sales, marketing, preferred services and products to the world's leading travel providers. THOR, a Travelport company, offers a discounted and commissionable worldwide hotel program, which its member travel agencies use to book the best hotels for their travelers. THOR's Worldwide Hotel Program is now the largest and fastest growing hotel program with over 30,500 hotel partners. For more information about THOR, Inc., visit , e-mail or call 303-439-4100.

About Lanyon
For 26 years, Lanyon has been delivering exceptional content distribution technologies to the travel industry. Today, Lanyon is the recognized leader both in content management solutions for the hotel industry and sourcing and procurement solutions for corporate travel buyers. From its early success with GDS publishing and productivity tools to its RFP solutions for hotels, consortia and corporations, Lanyon solutions are used globally to reduce data management costs, effectively manage and distribute hotel content, and efficiently connect corporate travel buyers with hospitality suppliers. Headquartered in Dallas, Texas, many car rental companies, travel management companies, airlines, and over 80,000 hotels worldwide now rely on Lanyon.

For more information, contact THOR, Inc., 12202 Airport Way, Ste 150, Broomfield, CO 80021, 303-439-4100, .


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