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	Hoteliers are continuously exploring new ideas and opportunities to increase profits. From acquiring or launching new brands to remodeling existing hotels, from running targeted online ads to buying time on more traditional media, from adding new amenities to changing existing ones, any new program that succeeds across an entire network of hotels can generate substantial value for a company. The question is, are these new ideas actually generating incremental value for the company? For instance, did a lobby remodel program actually drive increases in RevPAR and guest satisfaction? What was the incremental impact of the latest guest promotion? Based on those results, which customer segments should be targeted going forward? What is the true total impact of a new pricing strategy? If service hours and selected amenities are reduced, what is the impact on room revenue? Answering questions like these is difficult in a world with so many moving pieces. Accounting for changes in competition, marketing, and the economy in order to measure the incremental impact of an initiative can be extremely time consuming, if not impossible, given such complexity. However, that is exactly what APT's Test & Learn™ approach has mastered – cutting through the noise to identify management actions that will be most successful in improving performance and helping executives make better, more accurate decisions about whether and how to move forward with new concepts. A best-practice Test & Learn™ capability allows executives to answer three key questions before committing to roll-out: What impact will the program have on my key performance measures (RevPAR, bookings, guest satisfaction, ROI)? Will the program have a bigger impact on some guests or hotels than others? For which guests, hotels or regions will we see the best performance? Can elements of the program be modified for maximum positive impact? THE APT ADVANTAGE Predict the outcome of high-stakes programs. The APT Suite doesn't just report on past actions — it predicts the impact of future actions in order to optimize them. Many systems allow analysts to review past sales trends and detect patterns. However, through a scientific Test & Learn™ approach, APT enables users to identify statistically significant results and build models directly from these results to predict the impact of future decisions. This enables organizations to make direct links from analysis to specific actions. By contrast, commonly available reporting tools, despite working with similar data, do not have these predictive and analytic capabilities. In other words, they don't drive confident decision-making. The APT Suite allows you to accurately predict the profit impact of a variety of key business decisions. For example, APT empowers you to: Determine the impact of any marketing initiative, from television advertising and online media to media mix optimization. Measure the incremental value of pricing changes and how the changes affect different guest segments. Assess the benefit of hotel remodel campaigns. Identify which programs or promotional offers are most effective at increasing guest loyalty. Determine the impact of training programs, new services and other operational changes on hotel performance. Predict which programs will be most successful with which guests or hotels; create a targeted rollout plan to maximize program ROI. Perform analysis at warp-speed. The APT Suite's built-in pattern recognition and optimization technology automatically seeks out segmentation and targeting opportunities to maximize the ROI of any action. It is built on the reality that most new business ideas are neither all success nor all failure — they tend to work well in certain situations but not in others. In each analysis, the APT software automatically examines every element of data available about each hotel or guest and looks for correlations between these characteristics and program performance. Items with the highest correlation are presented to the analyst for review. Tailor solutions for your business. One size does not fit all. APT's modular approach allows you to tailor the software to the unique challenges your company faces. Three core products work together to support the Test & Learn™ platform for Hoteliers: Test & Learn for Sites provides the most advanced workflow-driven application of test management for large-scale consumer-focused organizations: An intuitive interface guides the user through each step of the Test & Learn™ process, from hypothesis creation and test design to test evaluation and rollout. Allows you to measure the hotel or market level impact of different initiatives and then optimize the program for rollout across the network. The tool also provides guidance on the broader challenges of managing a Test & Learn™ organization, from establishing default criteria for evaluating initiative success to monitoring the overall organizational testing calendar. Test & Learn for Customers is the most advanced application for measuring the total guest-level impact of a mix of actions across channels and over time: Integrated guest, hotel, and geographic data allow hoteliers to assess response to a program by customer segment so they can create targeted marketing offers. A cross-channel view of guest activity provides a complete view of how different programs and initiatives affect guest behavior. Allows you to maximize response by targeting customer communication to channel preference, past stay history, geography, customer demographics, and more. 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