1. User Guide
  2. Administration
  3. Booking Administration
  4. Marketing Management

Marketing Management

Marketing Management enables you to create codes that identify markets, market groups, cities and regions, sell messages, and similar information. You can attach these codes to reservations and other screens to track the origins of your reservation business.

Parent topic: Booking Administration

Configuring Marketing Cities

Use Marketing City codes to define where marketing cities are located in relation to your property.

Note:

When the Multi Property OPERA Control is active, new Marketing Cities are created by selecting the Template tab. Once created, you can copy Marketing Cities to specific properties using the Copy action. Refer to Copying Configuration Codes to Multiple Properties for more information.

Adding Marketing City Codes

  1. Select the Administration menu, select Booking, select Marketing Management, and then select Marketing Cities.

  2. Click New and complete the following fields:

    1. Property. Search for and select a property or confirm the property.

    2. Marketing City. Enter the name of the city in the surrounding area near the property.

    3. Description. Enter a description for the city.

    4. Region Code. Enter a marketing region. For more information, see Configuring a Marketing Region.

    5. Distance. Enter the distance to the center of the marketing city from the property (for example, 1 mile, 5 miles, 10 miles, and so on).

    6. Driving Time. Enter the approximate length of time to travel to the marketing city by car or bus (for example, 10 minutes, 1 hour, 1/2 day).

    7. Distance Type. Enter the measurement type for the distance to the marketing city (for example, miles, kilometers, and so on).

    8. Direction. Enter the general direction of the marketing city in relation to the property (for example, North, South, East, or West).

  3. Click Save.

Deleting Marketing City Codes

  1. Select the Administration menu, select Booking, select Marketing Management, and then select Marketing Cities.

  2. Enter search criteria and click Search.

  3. Select the marketing city code in the search result, then click the vertical ellipsis Action menu and select Edit.

    1. Inactive: Select to mark this code inactive. Inactive codes are not available for selection from lists in OPERA Cloud. The code remains for historical and statistical purposes only.

    2. Update the configuration.

  4. Click Save.

Deleting a Marketing City Code

  1. Select the Administration menu, select Booking, select Marketing Management, and then select Marketing Cities.

  2. Enter search criteria and click Search.

  3. Select the marketing city code in the search result, then click the vertical ellipsis Actions menu and select Delete.

  4. Click Delete and confirm the deletion.

Parent topic: Marketing Management

Configuring Market Codes

A market code is required in each reservation and group block and is used track the room nights and revenue generated by each reservation for statistical purposes.

When defining these codes, you must assign the appropriate market group to each market code. When booking a reservation, you must select the appropriate market code by either entering the market code or selecting a rate code with the market code linked to it (the market code is automatically populated for you). Based on the market segmentation codes, OPERA Cloud can produce daily, month-to-date, and year-to-date statistics of revenue, number of guests, number of rooms occupied, and average room rate. Again, these market codes must be linked to a market group. In addition, monthly revenue budgets can be entered for each of the market codes.

Note:

When the Multi Property OPERA Control is active, new Marketing Codes are created by selecting the Template tab. Once created, you can copy Marketing Codes to specific properties using the Copy action. See Copying Configuration Codes to Multiple Properties for more information.

Adding Market Codes

  1. From the Administration menu, select Booking, select Marketing Management, and then select Market Codes.

  2. Click New and complete the following fields:

    1. Property: Search for and select a property or confirm the property.

    2. Market Code: Enter an alpha-numeric code to be used for the market code (for example, FGOV, SGOV, GA, GC, CO, HS, CORP, LCORP, and so on).

    3. Description: Enter a description of the market code (for example, Federal Government, State Government, Group Association, Corporate Group, Complimentary, House Use, Corporate, Local Corporate, and so on).

    4. Manage Translations: (Available when the Multi Language function under the General group is active). Select to open the Multi Language descriptions screen and configure a language translation for the description.

    5. Market Group: Select the Market Group to which the market code belongs.

      For more information, see Configuring Market Groups.

    6. Color: Assign a display color code to any or all market codes to differentiate between reservations for each market segment on the Room Diary or Telephone Operator screens. In OPERA Controls, the Reservation Color Definition setting under the Reservations group must be set to Market Code.

    7. Sequence: Enter a number that controls the position of this code in listings. Codes without a sequence number assigned are listed in alphabetical order following codes with a sequence assigned. 

  3. Click Save to save and exit or click Save and Continue to save this code and add another.

Editing Market Codes

  1. From the Administration menu, select Booking, select Marketing Management, and then select Market Codes.

  2. Enter search criteria, then click Search.

  3. Select the market code in the search result, then click the vertical ellipsis Actions menu and select Edit.

  4. Update the details.

  5. Click Save.

Deleting Market Codes

  1. From the Administration menu, select Booking, select Marketing Management, and then select Market Codes.

  2. Enter search criteria, click Search.

  3. Select the market code in the search result, then click the vertical ellipsis Actions menu and select Delete.

  4. Click Delete to confirm.

Parent topic: Marketing Management

Configuring Market Groups

You can group market codes into categories or market groups that correspond to your property’s marketing strategy. This segmentation provides both statistics and financial reporting at the group level as well as at the code level.

OPERA Cloud produces statistical reports showing room revenue, number of nights, average room rate, food and beverage revenue, and other revenue based on the market code referenced in each reservation record. Market Groups are used to group and summarize statistical data from various linked market codes.

Typical market groups are Corporate, Government, Wholesale, Package, and Discount. Using this example, you would create specific market codes (for example, Local Company, National Company, and International Company) under the Corporate main group. Revenue and room nights are attributed to each market code and can be totaled at the market group level.

Note:

When the Multi Property OPERA Control is active, new Marketing Groups are created by selecting the Template tab. Once created, you can copy Marketing Groups to specific properties using the Copy action. See Copying Configuration Codes to Multiple Properties for more information.

Adding Market Groups

  1. From the Administration menu, select Booking, select Marketing Management, and then select Market Groups.

  2. Click New and complete the following fields:

    1. Property. Search for and select a property or confirm the property.

    2. Market Group. Enter an alpha-numeric code to be used for the market group (for example, CORP, GOVT, WHLS, and so on).

    3. Description. Enter a description of the market code (for example, Corporate, Government, Wholesale, and so on).

    4. Manage Translations. (Available when the Multi Language function under the General group is active.) Select to open the Multi Language descriptions screen and configure a language translation for the description.

    5. Sequence. Enter a number that controls the position of this code in listings. Codes without a sequence number assigned are listed in alphabetical order following codes with a sequence assigned. 

  3. Click Save.

Editing Market Groups

  1. From the Administration menu, select Booking, select Marketing Management, and then select Market Groups.

  2. Enter search criteria and click Search.

  3. Select the market group in the search result, then click the vertical ellipsis Actions menu and select Edit.

  4. Update the details.

  5. Click Save.

Deleting Market Groups

  1. From the Administration menu, select Booking, select Marketing Management, and then select Market Groups.

  2. Enter search criteria and click Search.

  3. Select the market group in the search result, then click the vertical ellipsis Actions menu and select Delete

    .

  4. Click Delete to confirm.

Parent topic: Marketing Management

Configuring Marketing Region

You can configure Marketing Region codes and then associate them with Marketing Cities. This provides the ability to designate smaller areas within your property's area as "marketing regions," as opposed to the larger geographical regions. You can search for properties within the smaller marketing region when making reservations.

Note:

When the Multi Property OPERA Control is active, new Marketing Regions are created by selecting the Template tab. Once created, you can copy Marketing Regions to specific properties using the Copy action. See  Copying Configuration Codes to Multiple Properties for more information.

Adding Marketing Region

  1. From the Administration menu, select Booking, select Marketing Management, and then select Marketing Regions.

  2. Click New and complete the following fields:

    Note:

    In a multi-property operation, Marketing Region codes are configured in the template and then copied to properties. This ensures consistent configuration across all properties.

    1. Code: Enter an alpha-numeric code to represent the marketing region.

    2. Description: Enter a description for the marketing region.

    3. Manage Translations: (Available when the Multi Language function under the General group is active.) Select to open the Multi Language descriptions screen and configure a language translation for the description.

    4. Sequence: Enter a number that controls the position of this code in listings. Codes without a sequence number assigned are listed in alphabetical order following codes with a sequence assigned. 

  3. Click Save to save and exit or click Save and Continue to save this code and add another.

Editing Marketing Region

  1. From the Administration menu, select Booking, select Marketing Management, and then select Marketing Regions.

  2. Enter search criteria, then click Search.

  3. Select the marketing region in the search result, then click the vertical ellipsis Actions menu and select Edit.

  4. Update the details.

  5. Click Save.

Deleting Marketing Region

  1. From the Administration menu, select Booking, select Marketing Management, and then select Marketing Regions.

  2. Enter search criteria, click Search.

  3. Select the marketing region in the search result, then click the vertical ellipsis Actions menu and select Delete.

  4. Click Delete to confirm.

Parent topic: Marketing Management

Configuring Origin Codes

OPERA Cloud maintains origin of business statistics, which enables you to track reservations by setting up origin codes (the originating media source for the reservation). Just as market codes can be grouped into market groups for reporting purposes, origin codes are attached to reservation records to track how reservations come into the property. Each property or property chain determines the breakdown of the origin information it requires (for example, mail, telephone, fax, central reservations, travel agency, GDS, and so on).

Note:

When the Multi Property OPERA Control is active, new Origin Codes are created by selecting the Template tab. Once created, you can copy Origin Codes to specific properties using the Copy action. See Copying Configuration Codes to Multiple Properties for more information.

Adding Origin Codes

  1. From the Administration menu, select Booking, select Marketing Management, and then select Origin Codes.

  2. Click New and complete the following fields:

    1. Code: Enter the origin code used to assign to an origin (for example, PH, FX, WI, INT, and so on).

    2. Description: Enter text that describes the origin code (for example, telephone, fax, walk-in, Internet, and so on).

    3. Manage Translations: (Available when the Multi Language function under the General group is active.) Select to open the Multi Language descriptions screen and configure a language translation for the description.

    4. Sequence: Enter a number that controls the position of this code in listings. Codes without a sequence number assigned are listed in alphabetical order following codes with a sequence assigned. 

  3. Click Save to save and exit or click Save and Continue to save this code and add another.

Editing Origin Codes

  1. From the Administration menu, select Booking, select Marketing Management, and then select Origin Codes.

  2. Enter search criteria, then click Search.

  3. Select the origin code in the search result, then click the vertical ellipsis Actions menu and select Edit.

  4. Update the details.

  5. Click Save.

Deleting Origin Codes

  1. From the Administration menu, select Booking, select Marketing Management, and then select Origin Codes.

  2. Enter search criteria, click Search.

  3. Select the origin code in the search result, then click the vertical ellipsis Actions menu and select Delete.

  4. Click Delete to confirm.

Parent topic: Marketing Management

Configuring Sell Messages

Prerequisites for Configuring Sell Messages

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You can setup sell messages to help your reservation and sales agents secure a booking during a customer query. Sell messages contain important date-driven information or can be motivation messages for sales or reservation agents. 

For reservation agents appropriate sell messages appear depending on your point in the reservation flow and depending on the selections you make. For example, when on the reservations screen, general sell messages appear. Once a property is selected for the reservation, property-level sell messages appear. In addition, when searching availability, availability-level sell messages appear depending on room-type and rate code selections. When the Always Show Sell Messages OPERA Control is active users will always see sell messages in reservation presentation.

Premium badge. For properties with an Oracle Hospitality OPERA Cloud Service, Sales and Event Management Premium Edition subscription, sell messages can be setup to display in the Group Rooms Control, the Function Diary, and Manage Blocks.

Central badge. For tenants with the Reservation Sales Screen OPERA Control active, setup 'LTB' sell messages to display in Reservation Sales Screen.

Sell messages can also be setup in multiple languages and, by default, appear in the language selected in your user profile.

Adding Sell Messages

  1. From the Administration menu, select Booking, select Marketing Management, and then select Sell Messages.

  2. Click New and complete the following fields:

  3. Location

    1. Global : Select to setup a global sell message (all properties).

    2. Hub: Select to setup for all properties associated with a hub.

      1. Hub: Enter or select the hub.

    3. Property: Select to setup a property-specific sell message.
      1. Property: Enter or select the property.

  4. Begin Date / End Date: Enter the Start and End dates during which this sell message appears to reservation agents.

  5. Language: Enter or select the language code for the sell message. If a language code is specified, this sell message only appears when the language code matches the language code of the user in their user account.

  6. Display Sell Message: Select the area(s) from the list for the sell message to display.

    1. Blocks Manage Blocks (Available when the Business Block OPERA Control is active).

    2. Function Diary: (Available when the Catering Events OPERA Control is active).

    3. GRC: Group Rooms Control. (Available when the Business Block OPERA Control is active).

    4. LTB: Create Reservation.

    5. Reservations: Manage Reservations.

  7. Rate Code: Enter or select the rate code for which this sell message should appear.

  8. Block Code: Enter or select the block code for which this sell message should appear.

  9. Room Type: Enter or select the room type for which this sell message should appear.

  10. Sequence: Enter a number that controls the position of this code in listings. Codes without a sequence number assigned are listed in alphabetical order following codes with a sequence assigned. 

  11. Sell Message: Enter the sell message to display to users; in the language selected.

  12. Click Save.

Editing Sell Messages

  1. From the Administration menu, select Booking, select Marketing Management, and then select Sell Messages.

  2. Enter search criteria and click Search.

  3. Select the sell message in the search result, then click the vertical ellipsis Actions menu and select Edit.

  4. Update the configuration.

  5. Click Save.

Deleting Sell Messages

  1. From the Administration menu, select Booking, select Marketing Management, and then select Sell Messages.

  2. Enter search criteria and click Search.

  3. Select the sell message in the search result, then click the vertical ellipsis Actions menu and select Delete.

  4. Click Delete to confirm.

Parent topic: Marketing Management

Configuring Source Codes

Use source codes to manage and track the source of business at your hotel, such as mail, telephone, fax, central reservations, travel agency, and so on. OPERA Cloud maintains the source of business statistics. Just like market codes, source codes are attached to reservation records to track how the reservations come to the property. Source codes are also grouped into source groups for reporting. Every property or property chain determines the breakdown of the source information it requires.

Note:

When the Multi Property OPERA Control is active, new Source Codes are created by selecting the Template tab. Once created, you can copy Source Codes to specific properties using the Copy action. See  Copying Configuration Codes to Multiple Properties for more information.

Adding Source Codes

  1. From the Administration menu, select Booking, select Marketing Management, and then select Source Codes.

  2. Click New and complete the following fields:

    1. Property: Search for and select a property or confirm the property.

    2. Source Code: Enter an alpha-numeric code to be used for the source code (for example, TEL, FAX, WK, and so on).

    3. Description: Enter a description of the source code (for example, Telephone, Facsimile, Walk in, and so on).

    4. Manage Translations: (Available when the Multi Language function under the General group is active.) Select to open the Multi Language descriptions screen and configure a language translation for the description.

    5. Source Group: Select the associated source group to which this source code belongs.

      For more information, see Configuring Source Groups.

    6. Sequence: Enter a number that controls the position of this code in listings. Codes without a sequence number assigned are listed in alphabetical order following codes with a sequence assigned. 

    7. Inactive: Select to mark this code inactive. Inactive codes are not available for selection from lists in OPERA Cloud. The code remains for historical and statistical purposes only.

  3. Click Save to save and exit or click Save and Continue to save this code and add another.

Editing Source Codes

  1. From the Administration menu, select Booking, select Marketing Management, and then select Source Codes.

  2. Enter search criteria, then click Search.

  3. Select the source code in the search result, then click the vertical ellipsis Actions menu and select Edit.

  4. Update the details.

  5. Click Save.

Deleting Source Codes

  1. From the Administration menu, select Booking, select Marketing Management, and then select Source Codes.

  2. Enter search criteria, click Search.

  3. Select the source code in the search result, then click the vertical ellipsis Actions menu and select Delete.

  4. Click Delete to confirm.

Parent topic: Marketing Management

Configuring Source Groups

Source Groups enable you to group several different types of source codes for reporting and tracking purposes.

Note:

When the Multi Property OPERA Control is active, new Source Groups are created by selecting the Template tab. Once created, you can copy Source Groups to specific properties using the Copy action. See  Copying Configuration Codes to Multiple Properties for more information.

Adding Source Groups

  1. From the Administration menu, select Booking, select Marketing Management, and then select Source Groups.

  2. Click New and complete the following fields:

    1. Property: Search for and select a property or confirm the property.

    2. Source Group: Enter an alpha-numeric code to be used for the source group.

    3. Description: Enter a description of the source group.

    4. Sequence: Enter a number that controls the position of this code in listings. Codes without a sequence number assigned are listed in alphabetical order following codes with a sequence assigned. 

    5. Inactive: Select to mark this code inactive. Inactive codes are not available for selection from lists in OPERA Cloud. The code remains for historical and statistical purposes only.

  3. Click Save.

Editing Source Groups

  1. From the Administration menu, select Booking, select Marketing Management, and then select Source Groups.

  2. Enter search criteria, then click Search.

  3. Select the source group in the search result, then click the vertical ellipsis Actions menu and select Edit.

  4. Update the details.

  5. Click Save.

Deleting Source Groups

  1. From the Administration menu, select Booking, select Marketing Management, and then select Source Groups.

  2. Enter search criteria, click Search.

  3. Select the source group in the search result, then click the vertical ellipsis Actions menu and select Delete.

  4. Click Delete to confirm.

Parent topic: Marketing Management