MORSE offers its subscribers two different reporting focuses:

MORSE Insight

MORSE as a Management Information System will give total system support to your requirement for knowledge of your own operations. Your revenue people probably spend a lot of their precious time gathering data from your systems, preparing spreadsheets and analysing the data. MORSE will have this done for you by 9am in the morning looking at last night’s business. As well as saving so many hours of precious resource MORSE provides discipline and rigour in the preparation of your data and a suite of dynamic flexible tools with which to analyse it.

MORSE Market View

MORSE as a competitive benchmarking tool goes still further. Everything that is available for your internal review is duplicated for your competitive market in MORSE Market View. Learn the segmentation and channel mix of your competitors across multiple flexible time periods. Understand when your competitors’ customers purchase, what room segments they buy, how much it costs them, how long they stay and even how much they spend in the hotel during their stay – all by segment or channel and by day.

Market
Segmentation Daily unique information on: 12 different segments such as Corporate Individual, Retail or Promotion including a breakdown by Occupancy, ARR, RevPar and Revenue & Volume Mix. Distribution
Channel Daily unique information on: 5 distribution channels: GDS, Own Web, OTA, CRS and Hotel Direct including a breakdown by Occupancy, ARR, RevPar and Revenue & Volume Mix. Length of Stay
& Lead Time Benchmarks of:Daily unique information available on the 12 segments and 5 distribution channels. Additional
Spend Benchmarks of:Daily unique information on the 12 segments and 5 distribution channels.

MORSE benefits include:

  • Identify with precision which segments are yielding the best results and where you are underperforming the market on a daily basis.
  • Access empirical evidence on which to ground revenue management decisions in the light of market demand trends.
  • Define peak and shoulder periods by segment to fine-tune length of stay and yield markers in order to maximise revenues based upon detailed knowledge of established market demand levels and their sources.
  • Understand the detailed pattern of historic market demand through the segment and channel revenue and rate build-up patterns; highlighting the market booking windows and enabling early segment and channel optimisation decisions.
  • Understand - when trading falls below forecast – whether the market suffered similar falls and whether it suffered in the same way in individual segments and channels.
  • Understand - when forecast performance is exceeded - whether it reflects a general market fluctuation or the successful 'capture' of business from specific competitors' segments.
  • Produce more accurate forecasts of business with the Dynamic Review by day by segment through the trending of business by segment and by period and by day of week.
  • Commit to more aggressive business planning in the annual budget round by maximising planned exposure to proven higher rated demand.
  • Monitor the results of yield strategy in real-time to identify situations where the hotel has deviated from market demand levels at a segment and channel level and take immediate corrective action.

For more information on MORSE subscription, schedule a webinar or request a login to access our demo website, please contact us.