HVS - 100% Occupancy Cheap Face!.pdf

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1、DECEMBER20122012十二月100%OCCUPANCY?CHEAPFACE!100%入住率？看起来很美！DanielJVoellm丹尼尔•沃伦ManagingDirectorHVSGlobalHospitalityServices

2、Level21TheCenter,99Queen’sRoadCentral,HongKong优尼华盛国际全球酒店咨询

3、香港中环皇后大道99号中环中心21楼AnHVSArticleTheHongKongmarketcontinuestomakewavesforitsoutstandingoccupancyperformanceyea

4、rafteryear.Ownersareexuberantwhenhotelmanagementfillstheirproperties.Butisitreallyatimetobaskinglory?Asindicatedinthechart,occupancyHONGKONGHOTELMARKETOCCUPANCYlevelsforHongKonghotelshavegenerally95%beenabove75%,and90%forasubstantialshareofthemarket85%thefigureisclosetoorabove80%.On80%s

5、everaloccasions(asiscurrentlythecase)75%occupancy70%approachedandsurpassedthe90%65%mark.Thatisanextraordinary60%performanceandonethatmanymarketsintheworldHighTarrifAHighTariffBMediumTariffAllHotelsarelongingfor.ButSource:HongKongTourismBoardwouldtheyreally?Frequentcommentsbyhotelguestst

6、oHongKongare:‘HongKonghotelsaretooexpensive’or‘Youcannotgetaroom’.Theowner’s/manager’scommentsareusually:‘AveragedailyratesinNewYorkaremuchhigher’or‘ComparedtoNewYork,hotelroomsarenotveryexpensive’.Byallmeans,HongKongisnotNewYork.However,couldhotelsinHongKongachieveahigheraveragerate?RE

7、VPARAhighaveragerateisn’tworthmuchifahotelisempty.Conversely,highoccupancyandalowaveragerate(headsinbeds)rarelymaximisesanasset’spotential.Therefore,animportantKPIisRevPAR,orRevenuePerAvailableRoom.RevPARistheproductofoccupancyandaveragerate,expressedasamonetaryamount.RevPARmultipliedby

8、thenumberofroomssoldprovidesroomsrevenue–thetoplinerevenueinthemostprofitabledepartmentofahotel.Whileoccupancyandaverageratebothtellastoryaboutahotel’sperformance,thebenchmarkindicatorofthatperformanceisRevPAR.Inalmosteverysituation,itshouldbeanowner’s(andlikelyamanager’saswell)numberon

9、einteresttomaximiseRevPAR.WhileRevPARindicatestheperformanceofahotelmarket,managingforRevPARinvolvesfundamentalandyetcomplexeconomics.Priceelasticityofdemand− or ‘the responsiveness of the quanty demanded of a good or service to a change in itsprice’−isameasureofdesirability.T