Professional Documents
Culture Documents
REVENUE
&
YIELD
MANAGEMENT
REVENUE MANAGEMENT
BACKGROUND
DEFINITION: FOR A COMPANY AND
FOR HOTEL
OBJECTIVES
ADVANTAGES
MEASUREMENTS
USAGE
BACKGROUN
AIRLINES 1970
DEMAND PERIODS
DIFFERENT RATES
ABILITY TO LOOK AT A SALES HORIZON
45 TO 90 DAYS
SET PRICE AND RESERVATIONS
POLICIES
PREDICTION OF PROFITABILITY
**SEND MONEY FOR PRODUCTS
BESIDES THE ROOM ITSELF
YIELD MANAGEMENT
Yield management is a technique focusing
management decision-making on maximizing
pro"t from the sales of hotel rooms (Choi and
Cho, 1997).
TWOFOLD:
TO MAXIMIZE PROFIT FOR GUEST ROOM SALES
AND
TO MAXIMIZE PROFIT FOR HOTEL SERVICES
STRATEGIES
WHEN DEMAND IS HIGH, MAXIMIZE
RATES;
WHEN DEMAND IS LOW, MAXIMIZE
ROOM SALES
5 STEPS
Step 1 :Gathering Information
Current Status
How many rooms are currently reserved ?
How many are guaranteed by credit cards ?
How many group bookings versus transients ?
What controls are now in place ?
What percentage of the reservations will
actually arrive ?
What plans are in place for advertising,
promotion … ?
Step 1 : Historical data of a
hotel
How many transient and group rooms
were occupied on the same day of the
week : last week, month, year, previous
years ?
How many room nights were lost on those
similar days ?
What rates were in effect ?
What controls were in effect ?
Step 1 : Community happenings