Test & Learn for Sites™
APT’s Test and Learn for Sites™ enables large, consumer-focused hotel companies to accurately understand the impact of new ideas and tailor them to maximize profits. Test & Learn for Sites™ is the most advanced turnkey test management solution that helps organizations efficiently design and execute to analyze a variety of strategic and tactical programs. Hotels that have institutionalized Test & Learn™ to rapidly and accurately evaluate high-potential ideas generate millions of dollars in incremental profits.
APT Value Creation
Test & Learn for Sites™ enables hotel executives to answer specific questions about any idea or initiative prior to rollout, such as:
What impact will this initiative have on my results – RevPAR, profit, occupancy, ADR, market share, etc.?
Test & Learn for Sites™ enables companies to evaluate new ideas with low-cost, low-risk, in-market tests. These ideas cross the enterprise, from marketing and promotions, through operations and HR, to investments in capital improvements. For each of these areas, Test & Learn for Sites™ allows leading hotel companies to run multiple tests at once and yields rapid, reliable answers that drive consumer insight and long-term corporate value.
Will the initiative have a larger impact on some hotels than others? What is the predicted impact by hotel and by market, and can I design a rollout program that maximizes returns?
Test & Learn for Sites™ allows executives to quantify the impact of new initiatives by region and segment. Using Test & Learn for Sites™, companies can:
- Predict which capital expenditure will be most successful in which locations
- Identify where to profitably roll out upgrade programs to additional hotels
- Identify how hotels are performing vs. potential, overall and by category
- Specify which operational shortfalls are creating performance gaps
- Determine the market capacity for any concept by region and by market
- Create a “Winners Profile” for hotels in the network
- Quantify the cannibalization impact of both in-network and competitive changes
What value is created by the individual components of the initiative? Can the initiative be engineered before rollout to maximize its value?
Test & Learn for Sites™ uses built-in pattern recognition and optimization technology to automatically seek out targeting opportunities that maximize the ROI of any action. The software is built on the reality that most new business ideas are neither complete successes nor total failures — they tend to work well in certain situations but may not in others. APT's tools automatically examine available data for each hotel included in an analysis and identifies correlations between hotels with superior performance and the set of characteristics that drive success.