动态定价Slide1.pptx

$140.00 $120.00 $100.00 $80.00 $60.00 $40.00 $20.00 $-
Occ% Rate
120% 100%
80% 60% 40% 20%
0%
需求和动态价格的关系
Demand and Dynamic Price
Occ%
Time
140 120 100 80 60 40 20 0
Rate
Common Misconception 理解上的误区
– Bigger is better ! Or we give you so much business…. 越多越好，我们已经给了你们这么多的生意……
Its not all about rate and/or volume…its
about overall revenue/profit to the hotel 关系到酒店整体收入的因素
1180
17.1%
564 1117
554 1099
2.0% 1.6%
RevPar 平均房间收入
2006
2005
Change 增减百分 比
673
612
10.0%
1158
965
19.7%
387
406
-4.7%
776
798
-2.7%
Shenyang 65.5 69.5
-5.8%
421
393
7.1%
276
274
动态定价是指根据市场条件发生变化来制定价格，用来取代单一的定 价形式。市场需求的高低，产品的质量，产品和服务的可替代性，时 间性，季节性，都是影响定价的关键因素。
Characteristics of Fixed and Dynamic Rates 固定价格和动态价格的特性
Fixed Rates 固定价格
– On an average what is the length of stay of the bookings you make (LOS) 一般来说你预订住几天？
– Which are the months you book the most (Seasonality) 哪几个月份是你预订最多的？
Static and do not fluctuate based on demand 价格不随需求的变化而变化
Contracted based on volume expectations 根据房量和预估签订合同
Reviewed / re-negotiated based on actual production 根据实际房量续签合同
0.8%
Shenzhen 74.6 73.7
1.2%
740Baidu Nhomakorabea
660
12.0% 551
487
13.3%
Xi’an
58.6 54.3
7.7%
444
437
1.6%
260
238
9.5%
What is Dynamic Pricing? 什么是动态定价
Dynamic pricing is offering variable rates for rooms, instead of fixed rates, that change based on market conditions. The strength of customer demand, the quality of the products, the availability of alternative products and services, the time of day, the day of week, and the season of the year are all critical factors in determining price.
Occupancy % 入住率%
2006
2005
Change 增减百分 比
74.1 76.1
-2.7%
83.6 81.8
2.2%
68.6 73.3 69.5 72.6
-6.5% -4.3%
Average Room Rate 平均房价
2006
2005
Change 增减百分 比
909
804
13%
1383
– Competitor Pricing 竞争对手的价格
Available at most points in time 最大化的实现可预订性
Occ% Rate
120% 100%
80% 60% 40% 20%
0%
需求和固定价格的关系
Demand and Fixed Price
Occ%
Time
Rate
Availability maybe restricted due to rates contracted on some room types only or due to RM restrictions based on ‘hurdle pricing’
合同房型可预订性会受收益管理限制.
Limited flexibility to optimize demand / price
在优化需求/价格方面缺少灵活性
Dynamic Rates动态价格 Market Rates 市场价格
Fluctuate based on : 以下的因素都会引起价格的变化
– Demand / Supply conditions 需求/供给的条件
– Seasonality 季节性
– Day of Week 日期性
Dynamic Pricing 动态定价
Wendy Huang Regional Director, Revenue Management, Greater China
Starwood Asia Pacific Hotels & Resorts
Deloitte Report 德勤报告
Beijing HongKong SAR Nanjing Shanghai
– How far in advance do you book? (Booking Pace) 一般提前多久预订？
– Are your bookings predominantly on the busiest nights for the hotel? (DOW Distribution) 你会在明显繁忙的时候预订酒店吗？
– Which are the room categories that you predominantly book (Room Type) 一般你会定什么样的房型？