香格里拉酒店集团的收入管理.pptx

Corporate Revenue ManagementCorporate Revenue Manager AgendaIntroduction of Revenue ManagementPricing Philosophy for Shangri-La Hotels and Resorts? 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 …OccupancyA 76%B 84%C 96%ATR$200.00$180.95$158.33Revenue$34,200$34,200$34,200RoomsSold171189216 This hotel has 225 rooms. Definition of RevPARRev = Revenue PAR = Per Available RoomFormulasRevenue / available roomsATR * Occupancy ATR$200.00$158.33Occupancy A 76%Revenue$34,200$34,200RoomsSold171216RevPAR StrategyOccupancy needed to be increased by 45 rooms (26.32%)ATR reduced $41.67 (20.84%)96 % CWhat happened to our profit? Revenue Management history Prices of the US airline industry got de- regulated in 1978 Airlines started to segment their customer base and to apply different prices for different segments Severe price wars slashed profit margins Revenue Management was born Why does Revenue Management work ?Segmented MarketsPredictable, Variable DemandFixed CapacityPerishable InventoryRelatively Low Variable Cost A definition of Revenue Managementfor Shangri-La Hotels and ResortsRevenue 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 channelto achieve maximum revenue ForecastDemandRetainDemandManage DemandManage DemandYield and Business Mix StrategyDelighting our GuestsRetainDemandRepeatBusinessCreate DemandForecastDemandDemand AnalysisThe Revenue CycleOptimize Demand Demand AnalysisCritical process in order to develop an effective sales revenue management planExternal analysis: Understand the marketplace – demand versus supplyBusiness indicatorsInternal analysis:Historical performanceBusiness patterns Demand AnalysisPace pattern (How long in advance are the bookings coming in?)Sour