Unique Global Identifier Workgroup Overview The Problem Hotels

Unique Global Identifier Workgroup Overview

The Problem • Hotels and vendors each reference properties in their own systems with different codes and identifying data • Names, addresses, and other identifying information are often vary across different companies’ systems • When a new system connects to yours, it can be very difficult to determine which properties are already there (matches) vs. need to be built (new) • Hotel and brands can’t automatically communicate key changes (name, management, brand, etc. ) to partners (especially distribution) • Partners can’t plan for future changes, or implement current ones timely – must discover, then research and rectify changes manually • Some vendors have decent data, but other vendors don’t trust them enough to rely on it

The Solution • A vendor-neutral, not-for-profit entity that will assign unique Universal Hospitality Identifiers to each hotel • Numbers will persist over time through brand, management, and ownership changes • A database, similar in concept to the Internet’s Domain Name Service, will enable partners to get accurate data • Identifying data (name, etc. ), and affiliations (e. g. brand) • Will include data for past, present, and future • Each hotel will “own” its record and the right to maintain it

Outside the Scope • Identifying customers, distributors, non-lodging travel components • Serving as a source of content, availability, rates, or inventory • Minimum viable product may provide limited/no support for • • Vacation rental Time-share exchange Hostel (bed-based facilities) Banquet facilities and restaurants Convention centers Stadiums and other sports venues Cruise ships

Project Charter • PHASE I –June 2019 • Define the value proposition for select segments of travel and hospitality industry stakeholders • PHASE II – Target: late 2019 • Define a minimum viable product • Data schema – mostly complete • UI use cases – mostly documented at high level • Define a governance model - mostly complete in concept • Develop business plan and funding approach

High Level Database Structure

Value Drivers – Lodging Operators Better control over content and technical integrations • More reliable content updates with distribution partners • Fewer mix-ups of photos, descriptive text and associated content • Streamlined cross-referencing between systems • Eliminates need for multiple/ complex cross-reference tables • Smoother system transitions during re-branding • Cleaner guest reservation transfer; reduced operational disruption • Simplified analysis of data from distribution and partner sources • Improved association of user generated content with correct hotel

Value Drivers for Distribution Partners Faster access to more reliable data updates • Full and immediate visibility of critical control/relationship changes • Reduction in misrepresented/miscommunicated property information • Clear resolution of alternate names due to language/character sets • Automation of manual processes for rebranding and related changes • Simplified cross-referencing between systems • Eliminate the need for multiple cross-reference tables • Authoritative source of property data/relationship updates • Reduces need to manually validate change authorization with owners

Value Drivers for Vendors (Tech & Other) Streamlined integration between properties and partner systems • Full & immediate visibility of changes to property data/relationships • Simpler coordination of interfaces with partner systems • Potential automation of manual processes for brand & other changes • Immediate resolution of correct hotel data from alternate options • Addresses multiple languages and character sets • Authoritative source of property data/relationship updates • Reduces need to manually validate change authorization with owners

Interim Conclusions • This is a major pain point for many vendors, especially in distribution • Many associated costs and foregone revenue opportunities • Many are spending tens of thousands of dollars/Euros a year for partial solutions • Hotels expect to see value, but only when it is fully operational • Launch funding will be significant, but vendors have indicated they will step up if they believe it will work • We believe we can raise enough funds through a vendor campaign, with sponsoring vendors getting free or discounted access for a period of time • Hotels may not be willing pay up front, but will probably pay a small fee to be listed once it is up and running

A Few Key Points • Hotels and vendors CAN use the UHI as their internal identifier, but don’t have to – they can simply cross-reference • Any vendor can subscribe to access data (multiple subscription levels will be offered) • Initial data will be seeded from a commercial database, but hotels will be encouraged to take ownership of their records (directly or via brands, etc. ) • The new entity will be a nonprofit, controlled by nonprofits such as HTNG, HFTP, HEDNA, Open. Travel and others • Core functions easily fundable once it is up and running • No risk of it becoming a monopolistic price gouger • Governance model is very similar to ICANN

Questions? Douglas Rice – douglas. rice@hosptech. net Workgroup Chairs: Robert Cole – robert@rockcheetah. com Anne Cole – anne. cole@rategain. com