酒店管理行销酒店集团的收入管理分析.pdf

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1、CorporateRevenueCorporateRevenueMaaageetnagementCtCorporateRRMevenueManagerAgenda•IntroductionofRevenueManagement•PricingPhilosophyforShangri-LaHtlHotelsandRdResorttsRevenueManagementisRevenueManagementis…TheARToftrningturningbusinessawayRevenueManagementisalsoRevenueManagementis

2、also…TheSCIENCEofstimulatingoccupancywithoutsacrificingratesacrificingrateOccupancyorRate?ThtithThatisthequestion…OccupancyATRRoomsRevenueSoldA76%$200.00171$34,200B84%$180.95189$34,200C96%$158.33216$34,200Thishotelhas225rooms.DefinitionofRevPARDefinitionofRevPARRev=Revenue&PAR=Pe

3、rAvailableRoomR/Revenue / availilablble roomsFormulasATR*OccupancyRevPARStrategyRevPARStrategyOccuppyancyATRRoomsRevenueSoldA76%$200.00171$34,200ATRreduced$4167(2084%)d$41.67(20.84%)OccupancyneededtobeOccupancyneededtobeincreasedby45rooms(26.32%)C96%96%$158$15833.33216$34$34200,2

4、00What happened to our profit?RevenueManaggyementhistory•PricesoftheUSairlineindustrygotdericesoftheUSairlineindustrygotde-regulatedin1978•Severepricewarsslashedprofitmargins•Airlinesstartedtosegmenttheircustomerbaseandtoapplydifferentpricesfordifferentsegments•RevenueManagementw

5、asbornRevenueManagementwasbornWhydoesRevenueManagementwork?WhydoesRevenueManagementwork?•SegmentedMarketsSegmentedMarkets•PdiblViblDPredictable,VariableDemandd•FixedCapacity•PerishableInventory•RelativelyLowVariableCostAdefinitionofRevenueManagementforShangri-LaHotelsandResortsRM

6、RevenueManagementtiis:•theapplicationoftheapplicationofrightpricingstrategiespricingstrategies•toallocatetherightcapacity•totherightcustomer•forthefortherightproduct•attherighttime•throughtherightchanneltoachievemaximumrevenuetoachievemaximumrevenueTheeeeueCyceRevenueCycleForecas

7、tDemandYieldandBusinessDemandAnalysisMixStrategyOptimizeDemandCreateDemandManageDemandRepeatDelightingourBusinessRetainGuestsDdDDdDemandDemandAnalysisDemandAnalysis•CriticalprocessinordertodevelopanCriticalprocessinordertodevelopaneffectivesales&revenuemanagementplan•EtExternalla

8、nalilysis:Understandthemarketplace–dema