香格里拉酒店集团的收入管理
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Corporate Revenue Management
Corporate Revenue Manager
Agenda
? Introduction of Revenue Management ? Pricing Philosophy for Shangri-La
Hotels and Resorts
to achieve maximum revenue
The Revenue Cycle
Demand Analysis
Forecast Demand
Yield and Business Mix Strategy
OCptriemaizteeDDeemmaanndd
Manage Demand
Repeat Business
? Prices of the US airline industry got deregulated in 1978
? Severe price wars slashed profit margins
? Airlines started to segment their customer base and to apply different prices for different
Rev = Revenue & PAR = Per Available Room
FormBaidu Nhomakorabealas
Revenue / available rooms ATR * Occupancy
RevPAR Strategy
Occupancy ATR Rooms Sold
Revenue
A 76% $200.00 171
A definition of Revenue Management for Shangri-La Hotels and Resorts
Revenue Management is:
?the application of right pricing strategies ?to allocate the right capacity ?to the right customer ?for the right product ?at the right time ?through the right channel
segments ? Revenue Management was born
Why does Revenue Management work ?
? Segmented Markets ? Predictable, Variable Demand ? Fixed Capacity ? Perishable Inventory ? Relatively Low Variable Cost
? Source pattern (Are bookings coming from your domestic, intra-regional or long-haul markets?)
? Channel pattern (Are bookings coming through the Internet, GDS, WRC or direct?)
supply ? Business indicators ? Internal analysis : ? Historical performance ? Business patterns
Demand Analysis
? Pace pattern (How long in advance are the bookings coming in?)
Revenue Management is …
The ART of turning business away
Revenue Management is also …
The SCIENCE of stimulating occupancy without
sacrificing rate
Occupancy or Rate ? That is the question …
$34,200
ATR reduced $41.67 (20.84%)
Occupancy needed to be increased by 45 rooms (26.32%)
C 96 % $158.33 216
$34,200
What happened to our profit?
Revenue Management history
Forecasting
Estimating the company's share of
based on defined market segments assumed
marketing environment
market demand and an
Why do we forecast?
? Staffing ? Scheduling ? Purchasing ? Comparison to Budget
Retain Demand
Delighting our Guests
Demand Analysis
? Critical process in order to develop an effective sales & revenue management plan
? External analysis : ? Understand the marketplace – demand versus
Occupancy ATR A 76% $200.00
Rooms Sold 171
B 84% $180.95
189
C 96% $158.33
216
Revenue $34,200 $34,200 $34,200
This hotel has 225 rooms.
Definition of RevPAR
? Stay pattern (What is the average length-of-stay of this reservation and when is the arrival day?)
? Spend pattern (What is the incremental spend from this reservation?)
Corporate Revenue Manager
Agenda
? Introduction of Revenue Management ? Pricing Philosophy for Shangri-La
Hotels and Resorts
to achieve maximum revenue
The Revenue Cycle
Demand Analysis
Forecast Demand
Yield and Business Mix Strategy
OCptriemaizteeDDeemmaanndd
Manage Demand
Repeat Business
? Prices of the US airline industry got deregulated in 1978
? Severe price wars slashed profit margins
? Airlines started to segment their customer base and to apply different prices for different
Rev = Revenue & PAR = Per Available Room
FormBaidu Nhomakorabealas
Revenue / available rooms ATR * Occupancy
RevPAR Strategy
Occupancy ATR Rooms Sold
Revenue
A 76% $200.00 171
A definition of Revenue Management for Shangri-La Hotels and Resorts
Revenue Management is:
?the application of right pricing strategies ?to allocate the right capacity ?to the right customer ?for the right product ?at the right time ?through the right channel
segments ? Revenue Management was born
Why does Revenue Management work ?
? Segmented Markets ? Predictable, Variable Demand ? Fixed Capacity ? Perishable Inventory ? Relatively Low Variable Cost
? Source pattern (Are bookings coming from your domestic, intra-regional or long-haul markets?)
? Channel pattern (Are bookings coming through the Internet, GDS, WRC or direct?)
supply ? Business indicators ? Internal analysis : ? Historical performance ? Business patterns
Demand Analysis
? Pace pattern (How long in advance are the bookings coming in?)
Revenue Management is …
The ART of turning business away
Revenue Management is also …
The SCIENCE of stimulating occupancy without
sacrificing rate
Occupancy or Rate ? That is the question …
$34,200
ATR reduced $41.67 (20.84%)
Occupancy needed to be increased by 45 rooms (26.32%)
C 96 % $158.33 216
$34,200
What happened to our profit?
Revenue Management history
Forecasting
Estimating the company's share of
based on defined market segments assumed
marketing environment
market demand and an
Why do we forecast?
? Staffing ? Scheduling ? Purchasing ? Comparison to Budget
Retain Demand
Delighting our Guests
Demand Analysis
? Critical process in order to develop an effective sales & revenue management plan
? External analysis : ? Understand the marketplace – demand versus
Occupancy ATR A 76% $200.00
Rooms Sold 171
B 84% $180.95
189
C 96% $158.33
216
Revenue $34,200 $34,200 $34,200
This hotel has 225 rooms.
Definition of RevPAR
? Stay pattern (What is the average length-of-stay of this reservation and when is the arrival day?)
? Spend pattern (What is the incremental spend from this reservation?)