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A guide for planning and controlling processes in hotels by Cem Adiguzel University of North Alabama
Instructor and Class Information Dr. Jerry Ferry Managerial Accounting AC-626 Spring 2003
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THE BENEFITS OF SUCCESSFUL BUDGET APPLICATION...................................5 INDUSTRIAL COMPARISONS ....................................................................................5 RELATION BETWEEN MANAGEMENT FUNCTIONS AND BUDGET:.....................5
Four Functions of Management.............................................................................................................................5 Relationship between the Functions of Planning, Controlling and Organizing ...............................................6
REASONS OF FAILURE IN BUDGETING...................................................................6 BEFORE STARTING TO SET UP THE BUDGET........................................................6 STRUCTURE OF HOTEL BUDGETS:.........................................................................7 SCHEDULE EXAMPLES:.............................................................................................8
Multi-Property Executive Summary Schedule.....................................................................................................8 Property Profit & Loss schedule (for each property)..........................................................................................9 Department Budgets..............................................................................................................................................11 F&B department revenue analysis schedule.......................................................................................................12 F&B Departmental Budget Schedule..................................................................................................................13 Support department budget schedule:................................................................................................................14
RELATION BETWEEN DEPARTMENTAL BUDGET SCHEDULE AND COST DRIVERS.....................................................................................................................15 BUDGETING MECHANICS:.......................................................................................15 TIPS FOR A SUCCESSFUL BUDGET:.....................................................................17
What else should be there? ..................................................................................................................................17
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FRAMEWORK TO SET UP SUCCESSFUL BUDGETING SYSTEM:.......................18 TOOLS BEING USED IN BUDGETING PROCESS AND NECESSARY IT INFRASTRUCTURE FOR LARGE SCALE PROPERTIES:......................................18 RESOURCES:.............................................................................................................22
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Introduction
This study is prepared to be used as a guide to identify the context and content of budget in hotels. It is designed as a source to build relation between managements targets and use of budget as a strong tool to achieve those targets.
Cost control
a. Finding the owners of revenues and expenses Purpose of all company expenditures is to realize company objectives. According to this point of view, each expense should have a purpose and an owner. Here, owner of an expense indicates a department rendering any one of management functions. Similarly, revenues should have generators and owners. It is crucial to define the owners of revenues and expenses and determine their generator -in line with responsibility accounting structure. This method will enhance the performance of relevant revenue and expense owners. The golden rule in organizational behavior is "concerning the topics and problems that you own or you are liable for." b. Relating expenses and revenues Revenues brought by each market section and expenses made for these sales should be correlated. This way, it can clearly be seen that how efficient the management resources are being utilized. The operations which stay below organizations expected and targeted "expenditure rate for unit revenue" are determined, problems can be observed, regenerations can be rendered or these operations can be cancelled out entirely. Laundry is a good example for this: Should we have laundry service in our hotel or should we outsource it? In order to Page 4 / 22
make a decision, you should know the exact costs of laundry service and their effects on revenues. But first, these should be correlated to one another.
Industrial Comparisons
To determine and evaluate performance level, it is needed to know the hotel's service standards and the revenues and expenses compared to regional competitors. Thus, financial reports for the lodging industry should be put up in compliance with Uniform System of Accounts, which contains reporting standards for hospitality industry. This way, all financial and statistical comparisons can be made. Principles of Uniform System of Accounts were first published in 1926, and now currently its 9th revision is being used. It is accepted as the financial & operational reporting standards of the hospitality industry. Accounting structure and technological infrastructure should allow reporting to be done in compliance with Uniform System of Accounts standards. Mostly accounting and finance departments prepare these reports in line with Uniform System of Accounts requirements with the information that they gather from different sources of information. A successful hotel budget should be compliant with Uniform System of Accounts reporting system and the financial reporting should be converted to budget results and comparison between planned and actual values for decision making purposes.
Basic problems that managers face are poor applications of planning and control functions or not applying these functions at all. When market volume is large and intensity of the competition is less -meaning, when the demand-supply balance does not prevent the endurance of weak organizations- organizations which has not implemented planning and
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control functions can proceed with their existence in the market. However, when demand shrinks, when the number of competitors rise or when both happen at the same time, organizations which does not implement planning and control functions well tend to respond lately to the changes in their environment and face situations that ruin their financial structure.
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Schedule examples:
Multi-Property Executive Summary Schedule
Multi-Property Executive Summary Sheet
January Previous Year Revenues Rooms F&B Communications Laundry Golf Course Parking Lot Rental and Other Income Total Revenues Expenses Cost of Sales Departmental Expenses Payroll and related expenses Undistributed Expenses Total Expenses Income After Undistributed expenses Key Figures Rooms Available Rooms Sold Occupancy % Double occupancy rate Average stay length Average room rate RevPar F&B spending per person COS ratio F&B Outlets Total cost/occupied room Net Profit Margin Operating profit/Assets Operating profit/Equity Operating profit/LTAssets % Budget Actual A/B YT D % of YTD YTD % Total Budget Actual A/B Income
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Department Budgets
Department Profit/Loss Schedule
January Previous Rooms department Year Revenues Market segment 1 Market segment 2 Market segment 3 Market segment 4 Market segment 5 Market segment 6 Total Revenues Cost of sales Rooms Total Cost of Sales Departmental Expenses Computers & computer supplies China/glass Cleaning Material Ammenities Flowers & decoration Customer supplies Room supplies Laundry Linen Printed materials and office supplies Total Departmental Expenses Payroll and related expenses Salaries Employee Insurance Employee Transportation Employee Meals Total payroll & related expenses Total department expenses Department Profit / Loss % Budget Actual A/B YT D % of YTD YTD % Total Budget Actual A/B Income
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Restaurant 1 Revenues Breakfast Food Inhouse Walk In Breakfast Beverage In-house Walk In Total Breakfast Lunch Food In-house Walk In Lunch Beverage In-house Walk In Total Lunch Dinner Food In-house Walk In Dinner Beverage In-house Walk In Total Diner Total Revenues
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# of rooms sold # of rooms China/glass sold Cleaning Material # of guests Amenities # of guests # of rooms Flowers & decoration sold Customer supplies # of guests # of rooms Room supplies sold Laundry # of guests Linen # of guests # of rooms Printed materials and office supplies sold Total Departmental Expenses Payroll and related expenses Salaries Payroll Employee Insurance Payroll Employee Transportation # of Emp. Employee Meals # of Emp. Total payroll & related expenses Total department expenses
Budgeting Mechanics:
Budgeting process for hotels begin with identifying market segments. Sales and marketing department segments the target market and clientele of the property regarding to various segment parameters. A good example for such customer segmentation would be as follows: Parameter 1 Reservation source Parameter 2 Price category Parameter 3 Room type After identifying parameters, options for each parameter should be identified. An example set of options for above parameters are as follows: Parameter 1 Reservation source Option 1,1 - Local Travel Agency Option 1,2 - International Travel Agency Option 1,3 Internet, GRS(Global reservation systems)
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Cost Driver
Parameter 2 Price Category Option 2,1 Rack Rate Option 2,2 Corporate Rate Option 2,3 - CIR 1 (Confidential Internal Rate - x% discount from Rack Rate) Option 2,4 - CIR 2 (Confidential Internal Rate y% discount from Rack Rate) Parameter 3 Room Type Option 3,1 Single Room Option 3,2 Double Room Option 3,3 Suite Market segmentation is found by multiplexing parameter options. For the particular example given above, market is divided into 36 segments which can be found by multiplication of number of options for each parameter (3x4x3). Market segmentation can be shown with the following graphic. Parameter 2 Price Category Option 2,1 Rack Rate Option 2,2 Corporate Rate Option 2,3 - CIR 1 Option 2,4 - CIR 2
Parameter 1 Reservation Source Option 1,1 - Local Travel Agency Option 1,2 - International Travel Agency Option 1,3 Internet,
Parameter 3 Room Type Option 3,1 Single Room Option 3,2 Double Room Option 3,3 Suite The list of the market segment would be: Local Travel Agency / Rack Rate / Single Room Local Travel Agency / Rack Rate / Double Room Local Travel Agency / Rack Rate / Suite Local Travel Agency / Corporate Rate / Single Room Local Travel Agency / Corporate Rate / Double Room Local Travel Agency / Corporate Rate / Suite . . .. The list will have 36 segments constructed as above. Accounting department distributes corporate base information to be used in budgeting process by other department managers. This information includes changes in outsourcing contracts, sales costs of previous year, insurance costs, price indexes, level based salary and related expenses gathered from HR department, base inflation rate that would be used in estimation rate, currency exchange rate estimations for budget period etc
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Following these processes, departments enter sales estimation in to their sales budgets. Following sales estimations and figures, price information for the products such as room rates, F&B average spending, laundry average spending per person etc. will be entered in to the budget schedules. Some departments or some revenue/cost items of some department budgets are directly related with sales budget of rooms department since demand for these revenue/cost centers products or services is a percentage of number of rooms sold or number of hotel guests. After Room department completes sales budget other departments will be able to complete departmental budgets. After completing departmental budgets accounting department will collect and merge department budgets and top pages and overall figures for property will be established. Property executive summary and department profitability analysis schedules will be put together based on departmental budgets by accounting department. Approval process is an ongoing tack during budgeting process. Final budget will be approved by general manager of the property. After approval, accounting department will publish and distribute approved budget to department managers and to necessary parties. For multi-property companies, approved property budgets will be merged by accounting department based in head quarters of the corporate.
However, regardless of the technology being used for budgeting, overall hotel activity should be reflected on department budgets schedules.
System Analysis & Consultancy: This stage can be done by internal sources of the company such as a special task team which includes accounting, sales& marketing, F&B and other managers of the property. Outside help and consultancy can be used as well. This step involves with evaluation of the accounting system and revenue/expense generating business units of the hotel and rendering transformation of the current system into responsibility accounting system.Re-construction of revenue/expense centers may be required. This step also identifies determination and planning of operational steps, which include application methods, time schedules and document flows. Management Training involves with the use of revenue/expense centers and responsibility accounting by the management. Workshops to demonstrate operational task flows such as defining unit cost for variable expenses by analyzing past data, sales estimation and data entries in to budgeting sheets or system would be necessary. Management training should include the basics of budgeting & financial analysis about how to identify appropriate cost drivers and unit costs for departmental expenses and to analyze financial reports. Application of the right technology and tools for budgeting: A hotel budget can be put together by using spreadsheet applications such as Microsoft Excel but for a larger scale property with many outlets or for hotel chains, deployment of special budgeting software can be necessary to minimize budgeting time and maximize efficiency of the whole budget system.
Tools being used in budgeting process and necessary IT infrastructure for large scale properties:
Spreadsheets can be used for small sized hotels with cross-sheet formulations and macros. For large scale hotels with more than 200 rooms in general or for hotel chains specific
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software for budgeting should be implemented. Budgeting software should be integrated with POS system and should be able to perform real time budget comparisons and reporting. E-Profit Management developed by Servus International Hotel Development and Management is a good example of hotel budgeting technologies. Such a technology would reduce budgeting period from 2 months to 2 weeks for large properties and hotel chains with increased efficiency of the budget system. The software works on a database in which all revenue, expense and activity items are stored. Budget information is stored in the database as separate revenue, cost and other items and an average large scale 5 star hotel with 200 rooms will have ten thousands of information items in its budget.
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After items formulated and budgeting template is formed, managers can simply enter necessary budget data and estimation by using entry screens which they are authorized by a security system.
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The software has a flexible reporting environment to get budget reports where reports can be extracted to spreadsheet software for further analysis.
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Resources:
Principles of Uniform System of Accounts for Lodging Industry New York City Hotel Association Servus Hotel Development and Management (http://www.servushotel.com)
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