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Introduction to Revenue Management What is Revenue Management? 什么是收益管理？ Components ofRevenue Management 收益管理的组成部分 Necessary Conditions Relatively fixed Capacity 相对固定的库存量 Time-perishable Inventory 非耐久性产品 Time-variable Demand 季节性需求量 Appropriate Cost Structure 合理的成本结构 Segmented Market 市场细分化 AdvanceBooking 预订 What is Revenue Management? Selling the right PRODUCT for the right PRICE to the right PEOPLE at the right TIME through the right DISTRIBUTION CHANNEL in order to MAXIMIZE REVENUE for the hotel 在适当的时间、通过适当的分销渠道、以适当的价格、向适当的客户销售适当的产品，以此最大化酒店的收益。 PRODCUT: RoomTypes, Room Nights, F&B, Meeting Space 产品：房型，房晚, 餐饮, 会议设施 PRICE:Group,Transient, Wholesale, etc 价格：团队价、散客价、批发价及其他 PEOPLE:Corporate, Leisure, etc 客户：商务客、休闲客及其他 TIME:Seasonality, Weekday vs. Weekend, LOS 时间: 季节性，周中 vs. 周末，住客时间长短 DISTRIBUTION CHANNEL 分销渠道 Call Center 电话预订中心 On property 酒店直接定房 GDS (Global Distribution System) 全球分销系统 Brand.com 品牌网站 3rd Party Channels (Ctrip, Elong, Expedia) 第三方渠道（携程、易龙、Hotwire） Components of Revenue Management 收益管理的组成 1. CompetitiveAnalysis 竞争分析 2. Forecasting 预测 3. Pricing 定价 4. InventoryControls 客房控制 5. PerformanceMeasurement 考核指数 RM Component—Competitive Analysis Helps Determine the“Competitive Set” 帮助确定“竞争对手组” A hotel’s closest competitors in terms of product, geography,and/or type of business 在产品、地理位置以及/或客户方面最接近的竞争对手 Primary and secondary competitive sets 主要竞争对手组以及次要竞争对手组 Macro-Level: Determine the value of the hotel in the overallmarketplace based on the product positioning 宏观层面：根据产品确定酒店在市场中的定位及价值 Micro-Level: Benchmark performances against competitors 微观层面：衡量与竞争对手表现差异 RMComponent—Forecasting Why do we forecast? 我们为什么要预测？ Determine pricing 确定价格 Based on UNCONSTRAINE DDEMAND 基于”无限制的需求” Unconstrained demand = the number of people who would have stayed at the hotel if it had an infinite number of rooms. 无限制需求 = 假设酒店无房间数限制情况下的住店客人数 Must measure unconstrained demand to determine price sensitivity of the customer. All customers have different price sensitivities based on product, market, and individual needs. 必须通过衡量无限制的需求来了解客人的价格敏感度。所有客人都有不同的价格敏感度，这取决于产品、市场与个人需求。 Higher demand = Higher price (Supply and Demand economics), but must consider price sensitivity as well. 需求增加 = 价格抬升 （供求经济学)，但也必须考虑价格敏感度。 Capture desirable demand and reject undesirable demand in order to maximize revenue and profit for all time. 满足理想的需求，回绝不理想的需求来最大化每时每刻的收益和利润。 Room nightsare perishable commodities.You only get one chance to sell a hotel room for a given night. If you don’t sell it, the opportunity is gone forever. 客房是“非耐久性”商品。你只能在特定的一个晚上销售某间客房。如果届时你没有卖出它，这永远失去了卖出机会。 Example: If you had one room to sell and twopeople who wanted to rent it (one would pay $100; the other, $200), who would you give it to? 例如: 如果你有一间客房要出售，有两个人想要（一个人愿意付$100；另一个人愿意付$200），你会出售给谁？ Forecasting unconstrained demand helps the hotel know which people to take in order to maximize revenue. 预测“无限制需求”帮助酒店了解接受哪些客人可以最大化收益。 Why do weforecast (Cont.)? 我们为什么要预测（继续）？ Help operations serve guests better 帮助酒店各运营部门更好地服务客人 By knowing how many rooms we are going to sell, housekeeping, front office, food and beverage, and other operating departments are able to staff more effectively and efficiently. 知道我们将出售多少客房可以让客房部、前台、餐饮部以及其他部门更有效地分配员工。 Forecasts are one way that investors measurethe value of the company because they show whether the company has a “handle”on its business. 预测是投资者考量公司价值的方法之一，因为预测可以显示公司是否能够掌控其业务。 How do wecreate our forecasts? 我们如何建立预测？ Based on history 根据历史 Based on trends in the economy and market 根据经济和市场趋势 Based on future outlook 根据对未来的展望 RMComponent—Pricing for Transient Business Based on Unconstrained Demand 根据“无限制需求” This means we price differently not only based on when guests arrive, but also on how long they stay 我们不但根据客人到达时间，也根据停留时间长短进行定价 It is possibleto have a different price for 1, 2, 3, 4, 5, 6, and 7+ night lengths of stay,based on demand 根据实际需求，对于1~7晚等不同停留时间可以有不同的价格 This approach ensures that we maximize revenue not only for a particular high-demand day, but also for all other time periods. 这一方法确保我们不但在高需求日，也在其余时段收益最大化。 Best Available Rates (BAR) are quoted to customers who do not qualify for a specific discountor group rate 我们向无法享受折扣价的客人提供最优门市价 Negotiatedaccounts 协议客户 Global & Local 全球和地区客户 Pricing based on volume, placement of business (months and days of week), and market share 根据数量、业务安排（月份以及一周天数）、市场份额进行定价 Value added packaging (e.g. Romance Package) 套餐产品（例如：浪漫套餐） Premium accommodation pricing (e.g. Executive Floor) Premium定价 （例如：行政楼层) ther discountpricing 其它优惠定价 Advance purchase 提前购买
Must ensure an optimum mix of group and transient sales in order to maximize revenue 必须确定一个最优的团队与散客比例来最大化收益 Must determine selling rates for the sales team based on demand 必须根据需求为销售队伍确定销售价格 In times of high demand, group may not maximize revenue 在高需求期间，团体业务可能不是收益最大化 Must evaluate potential group business and either accept the group, make recommendations to improve profitability, or reject the group 收益管理必须评估潜在的团队业务，或者接受团队，做出提高利润的建议；或者回绝团队 Group catering / Total revenue management 团队酒宴/全面收益管理 RMComponent—Inventory Controls Allocation of Group Rooms vs. Transient protected, based ondemand 根据需求分配团体房vs.预留散客房 Length of Stay & Room Types 根据房晚长短及房型的需求 Distribution Channel Management 销售渠道管理 Over booking –To improve Sellout Efficiency 超量预订 – 确保满房率
Revenue Per Available Room (RevPAR) 平均单间客房收益 Compared to STLY 与去年同期比较 RevPAR Index 平均单间客房收益指数 Compared to competitors 与竞争对手比较 Forecast Accuracy 预测准确性 – 如果预测不准确 (+/-3%)，很有可能你的酒店会错过收益机会 |
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来自： 昵称37812301 > 《收益管理》
