December 2008 � Accurate operating data is the
foundation for effective management; without it, decisions can only be
based on gut instinct and experience � but no one has experience with the
market we are moving into.
The �why� of profitability
During the last downturn hotel companies that
used Business
Intelligence (BI) systems to analyze operating data were first to spot
unnecessary expenses for utilities, and inappropriate staffing levels.
These savvy operators trimmed expenses fast and stayed in business because
they were prepared when occupancy and revenue dropped. They managed
by the numbers and relied on BI reporting to compare their properties to
spot the top performing hotels in each market. When they identified
which properties were most successful, operators used BI to drill into
their metrics to see the �why� behind the numbers and implement best practices
based on their most profitable propertys� management strategies.
New BI tools for the new economy
�Extended Stay Hotels has grown to 686 properties;
at this level it can be a challenge to provide multiple performance reports
to the executive team quickly,� said Ira Greenfield, VP of information
technology at HVM LLC which operates Extended Stay Hotels. Many HVM
managers request custom reports to track metrics such as gross operating
profit and payroll expenses for side-by-side comparison of properties in
separate markets; other executives may want actual vs. budget for occupancy,
RevPAR and EBITDA during different time periods. �We use Aptech�s
Execuvue®
BI system based on the latest version of the Cognos BI tools. It enables
us to manage the data to deliver standard reports that our execs can customize
to create their own guided ad-hoc reports from our initial format,� said
Greenfield. �When executives have the tools to customize their reports,
it makes the information more actionable and their management more effective.�
NextGen BI � simple to use
While business intelligence has always been a
powerful tool for delivering flexible ad hoc reporting to parse and analyze
data on the fly, training was required to teach managers to use the application
expertly. Conversely, static legacy reports are easy to use, but
provide little flexibility. The newest generation of Execuvue
BI systems bridges this gap with �guided ad-hoc reporting� that delivers
flexible business intelligence analysis and reporting with very little
training that gives C-level and VP users the ability to get the data they
need for better decisions without the training once required.
Dashboards � Faster information without email
Traditional legacy hotel
management reporting uses spreadsheets that require line by line searches,
but BI dashboards present information graphically on-screen with colored
charts and other images to make the data easily understood. Aptech�s new
Execuvue dashboards can be customized to quickly display ad-hoc report
output. �It is easier for executives to manage by exception when
they design their own dashboards and reports with our guidance,� said HVM�s
Greenfield. �Secure online Dashboards give Extended Stay Hotels�
management the ability to view whatever metrics they want for segments,
markets, regions or other criteria whenever they like. They do not
have to wait for us to email a report.�
�Companies are investing in BI because it is the
most effective analysis tool for chain management,� said Mark Manfredi,
director of consulting for Edgewater Technology (EDGW:NASDAQ), a technology
management consulting firm providing a synergistic blend of premium IT
services. �Executives want increased visibility into their company�s performance.
The tools they request include pre-defined reports and dashboards with
flexible queries that enable them to be more spontaneous with their analysis
to create ad-hoc information delivery that helps them manage by the numbers.�
Edgewater provides services to HVM/Extended Stay, La Quinta and other chains
to integrate their systems and data. �Reporting flexibility is essential
because data consumers extend to vice presidents and C-level executives.
They each have their own focus and KPI deliverables and Aptech�s Execuvue
enables them to have the flexible reporting focus and formatting they require,
including attractive presentation-quality information for financial reporting,�
Manfredi said.
Role-based information delivery
Aptech�s knowledge of industry requirements and
its �role-based� delivery is at the heart of Execuvue�s newest customized
reporting options. Role-based delivery enables investors, executives,
managers and staff to receive Execuvue�s BI analysis when and how they
want it. Flexible delivery options take into account that each company
has its own policies and adapts to nearly any variety of delivery requirements
for any management position. For example:
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Property GMs � can receive audited performance data
and labor numbers daily
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Regional VPs � may have customized regional flash
reports emailed each morning
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Revenue managers � can get STR comp-set and property
performance weekly
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Investors �receive entity performance every morning
on their Blackberry
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Asset managers � can have property-group flash, labor
and P&L output delivered on color coded dashboards.
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Execuvue Day of the Week Comparison Dashboard.
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Execuvue Dashboard Data Filter
 Aptech
Computer Systems
Aptech Computer Systems, Inc., based in Pittsburgh,
Pennsylvania, leads the hospitality industry in leveraging change by valuing
human relationships and applying technology to solve business problems
for people.
Incorporated in 1970, Aptech is a financial and
operations technology solutions and service company whose products include
state-of-the-art back office, business intelligence and enterprise planning
products: Profitvue®, Execuvue®, Webvue® and Targetvue. Over
2,500 properties, including very large chains, multiple-property management
companies and single-site hotels, utilize Aptech solutions to understand
their financial and operational data. By offering the hotel industry
a solid resource of hospitality professionals, and through its proven ability
to evolve technology offerings as the market dictates, Aptech is proud
to have earned 100% customer loyalty. Execuvue and Profitvue are
registered trademarks and MyExecuvue® is registered to Aptech Computer
Systems, Inc. All other trademarks are owned by their respective
holders.
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