酒店管理行销酒店集团的收入管理分析(叶予舜)

CorporateRevenueCorporateRevenueManagementaageetCtRMCorporateRevenueManagerAgendaAgenda•IntroductionofRevenueManagement•PricingPhilosophyforShangri-LaHtldRtHotelsandResortsRevenueManagementisRevenueManagementis…TheARToftrningturningbusinessbusinessawayyRevenueManagementisalsoRevenueManagementisalso…TheSCIENCETheSCIENCEofstimulatinggoccupancyithtwithoutsacrificingratesacrificingrateOccupancyorRate?ThtithtiThatisthequestion…OccupancyATRRevenueRoomsSoldA76%$200.00$34,200171B84%$180.95$34,200189C96%$158.33$34,200216Thishotelhas225rooms.DefinitionofRevPARDefinitionofRevPARRev=Revenue&PAR=PerAvailableRoomR/ilblFormulasRevenue / available roomsATR*OccupancyATR  OccupancyRevPARStrategyATROccupancyRevenueRoomsRevPARStrategypySold$200.00A76%$34,200171ATRdd$4167(2084%)OccupancyneededtobeATRreduced$41.67(20.84%)$15833$34200216Occupancyneededtobeincreasedby45rooms(26.32%)96%96%CC$158.33$34,20021696%96%CCWhat happened to our profit?RevenueManagementhistorygy•PricesoftheUSairlineindustrygotde•PricesoftheUSairlineindustrygotde-regulatedin1978•Severepricewarsslashedprofitmargins•Airlinesstartedtosegmenttheircustomergbaseandtoapplydifferentpricesfordifferentsegmentssegments•RevenueManagementwasborn•RevenueManagementwasbornWhydoesRevenueManagementwork?WhydoesRevenueManagementwork?•SegmentedMarkets•SegmentedMarketsPdiblViblDd•Predictable,VariableDemand•FixedCapacity•PerishableInventory•RelativelyLowVariableCostAdefinitionofRevenueManagementforShangri-LaHotelsandResortsRMtiRMtiRevenueManagementis:RevenueManagementis:••theapplicationoftheapplicationofrightrightpricingstrategiespricingstrategiestheapplicationoftheapplicationofrightrightpricingstrategiespricingstrategies••toallocatethetoallocatetherightrightcapacitycapacity••tothetotherightrightcustomercustomer••forthefortherightrightproductproduct••forthefortherightrightproductproduct••attheattherightrighttimetime••throughthethroughtherightrightchannelchanneltoachievemaximumrevenuetoachievemaximumrevenueTheRevenueCycleForecastForecasteeeueCyceForecastDemandYieldandBusinessMixStrategyForecastDemandDemandAnalysisManageDemandManageDemandCreateDemandOptimizeDemandRetainDdDelightingourGuestsRetainDdRepeatBusinessDemandDemandDemandAnalysisDemandAnalysis•Criticalprocessinordertodevelopan•Criticalprocessinordertodevelopaneffectivesales&revenuemanagementplanEtlli•Externalanalysis:Understandthemarketplace–demandversussupplyBusinessindicators•Internalanalysis:HistoricalperformanceHistoricalperformanceBusinesspatternsDemandAnalysisDemandAnalysis•Pacepattern(Howlonginadvancearethe•Pacepattern(Howlonginadvancearethebookingscomingin?)•Sourcepattern(Arebookingscomingfromyour•Sourcepattern(Arebookingscomingfromyourdomestic,intra-regionalorlong-haulmarkets?)•Channelpattern(Arebookingscomingthrough•Channelpattern(ArebookingscomingthroughtheInternet,GDS,WRCordirect?)•Staypattern(Whatistheaveragelengthofstay•Staypattern(Whatistheaveragelength-of-stayofthisreservationandwhenisthearrivalday?)Spendpattern(Whatistheincrementalspend•Spendpattern(Whatistheincrementalspendfromthisreservation?)ForecastingForecastingEstimating the company’s share of market demandbased on defined market segmentsand an assumedmarketing environmentWhydoweforecast?Whydoweforecast?•StaffingStaffing•SchedulingPhi•Purchasing•ComparisontoBudgetAccurateforecastingwilleventuallyhelp:•Tooptimizeourbusinessmix•ToimplementaneffectiveYieldStrategyToimplementaneffectiveYieldStrategyBusinessMixOptimizationBusinessMixOptimizationNote that sometimes you can generate more revenueNote that sometimes you can generate more revenueby changing your mix than by increasing your rate !by changing your mix than by increasing your rate !yggyygyyggyygyWhtithtibiifWhat is the optimum business mix  for your property?BusinessMixOptimizationBusinessMixOptimizationSource:Cathycartoonstrip.AllrightsreservedYieldManagementYieldManagementTheideaistouseTheideaistouserestrictionsrestrictions(MinimumLengthofStayfor(MinimumLengthofStayfor(MinimumLengthofStayfor(MinimumLengthofStayforexample)ifdemandexample)ifdemandexceedssupplytomaximizetotalexceedssupplytomaximizetotalexceedssupplytomaximizetotalexceedssupplytomaximizetotalweeklyroomsrevenue.weeklyroomsrevenue.BusinessHotelArrivalPatternNorestrictions80%90%100%ATR:US$10050%60%70%80%ATR:US$100OCC:64%20%30%40%50%20grouproomsOnWed0%10%20%MoTueWedThuFriSatSunRevenueGenerated:US$44,800fora100roomshotelRevenueGenerated:US$44,800fora100roomshotelSameBusinessHotel,butMinimumLengthofStay2nightsonMinimumLengthofStay2nightsonWednesday90%100%ATR:US$10060%70%80%ATR:US$100OCC:66%20%30%40%50%20grouproomsOnWed0%10%20%MoTueWedThuFriSatSunRevenueGenerated:US$46,200fora100roomshotelMoTueWedThuFriSatSunSameBusinessHotel,butDifferentMinimumLengthofStayrestrictionsforDifferentMinimumLengthofStayrestrictionsfordifferentrateprogramsonMon,TueandWed90%100%ADR:US$110%60%70%80%$OCC:68%20%30%40%50%20grouproomsOnWed0%10%20%MoTueWedThuFriSatSunRevenueGenerated:RevenueGenerated:US$5US$52,3602,360fora100roomshotelfora100roomshotelMoTueWedThuFr