香格里拉酒店集团的收入管理

《香格里拉酒店集团的收入管理》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、CorporateRevenueManagementCorporateRevenueManagerAgendaIntroductionofRevenueManagementPricingPhilosophyforShangri-LaHotelsandResortsRevenueManagementis…TheARTofturningbusinessawayRevenueManagementisalso…TheSCIENCEofstimulatingoccupancywithoutsacrificingrateOccu

2、pancyorRate?Thatisthequestion…OccupancyA76%B84%C96%ATR$200.00$180.95$158.33Revenue$34,200$34,200$34,200RoomsSold171189216Thishotelhas225rooms.DefinitionofRevPARRev=Revenue&PAR=PerAvailableRoomFormulasRevenue/availableroomsATR*OccupancyATR$200.00$158.33Occupancy

3、A76%Revenue$34,200$34,200RoomsSold171216RevPARStrategyOccupancyneededtobeincreasedby45rooms(26.32%)ATRreduced$41.67(20.84%)96%CWhathappenedtoourprofit?RevenueManagementhistoryPricesoftheUSairlineindustrygotde-regulatedin1978Airlinesstartedtosegmenttheircustomer

4、baseandtoapplydifferentpricesfordifferentsegmentsSeverepricewarsslashedprofitmarginsRevenueManagementwasbornWhydoesRevenueManagementwork?SegmentedMarketsPredictable,VariableDemandFixedCapacityPerishableInventoryRelativelyLowVariableCostAdefinitionofRevenueManag

5、ementforShangri-LaHotelsandResortsRevenueManagementis:theapplicationofrightpricingstrategiestoallocatetherightcapacitytotherightcustomerfortherightproductattherighttimethroughtherightchanneltoachievemaximumrevenueForecastDemandRetainDemandManageDemandManageDem

6、andYieldandBusinessMixStrategyDelightingourGuestsRetainDemandRepeatBusinessCreateDemandForecastDemandDemandAnalysisTheRevenueCycleOptimizeDemandDemandAnalysisCriticalprocessinordertodevelopaneffectivesales&revenuemanagementplanExternalanalysis:Understandthemark

7、etplace–demandversussupplyBusinessindicatorsInternalanalysis:HistoricalperformanceBusinesspatternsDemandAnalysisPacepattern(Howlonginadvancearethebookingscomingin?)Sourcepattern(Arebookingscomingfromyourdomestic,intra-regionalorlong-haulmarkets?)Channelpattern(

8、ArebookingscomingthroughtheInternet,GDS,WRCordirect?)Staypattern(Whatistheaveragelength-of-stayofthisreservationandwhenisthearrivalday?)Spendpattern(Whatistheincrementalspen