希尔顿收益管理英文版.doc

Hilton WorldwideRevenue Management Standards The Americas Updated: 2009Table of ContentsFinancial Review6Actual Monthly Performance6Systems Balancing6Weekly Forecast7Group Forecast Development Standards7Transient Forecast Development Standards7Exporting the Forecast8Forecast Accuracy8Market Conditions / Competition Analysis9Determining Competitive Set for STAR Reports9Value Assessments9Strengths, Weaknesses, Opportunities, Threats Analysis (SWOT)9Competitive Factors/Assessment10Competitive Shopping Tools10Competitive Pressure Calendar10Pricing Strategy11Best Available Rates11Seasonality11Length of Stay Controls11Price Resistance - Denials12B: Best Rate Strategy13SRP Placement12Best Rate Guarantee13Packages and Promotions Administration/ Analysis14Premium Room Type Strategy15Distressed and Holiday Strategy15Inventory Management -16SRP Build and Auditing Procedures16SRP Build- Cut-off Date Procedures16SRP Build- Room Types17SRP Build- SRP Types17Room Type Consistent Availability1753rd Week Controls18Overbooking18HHonors- Inventory Management18Rate Override18Validating Qualified Rates18Night Audit Activity -Market Category Audit19Kiosk Configuration19Revenue Management Business Practices20Sell-out Efficiency20Revenue Management Meeting20Toolkit use20Toolkit Use- Minimum Tool Usage20Checklists20Document Retention21Report Usage21Booking Pace21OnQ RM Usage21Revenue Management Support21Negotiated Account Review22Loaded and Bookable in the GDS and CRS22Account Evaluation Standards for renewal of existing accounts22Hotelligence22Group Revenue Management23RM Training for Sales Managers23Communication with the Sales Department23Inventory Management- SRP Setup24Inventory Management Audit Systems Delphi vs. CRS24Group Complimentary and Staff Rooms24Inventory Management- Group Block26Cut-off dates procedures26Group Block Changes in Delphi26Group Pick-up Meeting27Group Pick-up Meeting Approved Tool27eEvents27Group Rates/Selective Sell Guideline Rates (SSG)29Transient Protected29Displacement Analysis- Group MCATs30Displacement Analysis Permanent, Contract or Extended Stay30Distribution-Channel Management31Voice Reservations - Selling Protocol-31Voice Reservations-Booking Messages31Voice Reservations - Shop Calls32Voice Reservations-Training and Communication with HRCC32Voice Reservations-Call Volume Statistics and Conversion Reports33City/Convention Visitors Bureau Web Sites (CVB)33PiM Property Information Manager Accuracy34Internet Brand Web Sites34Internet- Approved Web Sites34Internet- 3rd Party Channels35Internet - Tracking Standards35Internet- Hotwire36Internet- Priceline36Internet- Online Channel Analysis and SRP Standards/SettingsAudits36Training and Development37TRAIL37Training Plan- Other RM Personnel37Staffing Guidelines37Staffing Guidelines Continued38Succession Planning38Microsoft Office Products38CBT Training 38OnQ RM (Revenue Management System)38Delphi - DMPE39OnQ FM -DRM39OnQ FM- Other RM personnel39Key Hotel Marketing Reports39RMU39Using the Revenue Management Standards TemplateThis template is a document Revenue Management personnel and various members of the hotel team can use to understand what the required business practice is for all Revenue Management functions. Listed below are the subject headers and definitions contained within the standards template. Any items that may not be familiar to you can be found by selecting the Revenue Management glossary by clicking here.CategoryAll standards are grouped together into 9 sections. The sections are as follows:1. Distribution Channel Management2. Financial Review3. Forecast Process4. Group Revenue Management5. Inventory Management6. Market Conditions / Competitive Analysis7. Negotiated Account Review8. Pricing Strategy9. Revenue Management Business Practices10. Training & DevelopmentTopicEach category will contain topics for review. In all there are over 100 topics for your review.Revenue Management StandardThe standard is the required business practice for each topic as well as the party responsible for its execution. FrequencyEach Revenue management standard will have an associated timeline for completion. Some are weekly others monthly and still others (such as training) as needed. Instructions, Reports and Tools to useThis last column provides links to tools and reports in efforts to assist RM personnel and other hotel team members in standard implementation efforts.Attention: for all links defined in this document to access the web pages you must have your Internet Explorer Browser open prior to clicking on the links. CategoryTopicRevenue Management StandardFrequencyInstructions, Reports and Tools to useFinancial ReviewActual Monthly PerformanceDRM to analyze actual room night, rate, revenue and key indicator performance by market category compared to last year, the Budget, and the Monthly Forecast. Prepare Executive Summary critiquing forecast variances and forecast accuracy if accuracy is in the red zone. This analysis should also include STAR performance and describe reasons for past performance and address strategies for increasing RevPAR Index.MonthlyReports to facilitate this analysis include: the OnQ FM Actuals and OnQ FM Mix of Sales Reports as compared to the Monthly, Budget and Last Year Performance or equivalent systems where ONQ FM is not offered. Monthly STAR report, Hotelligence Report, market demand information; Key Hotel Marketing Reports, Sales Progress Summary Report, Group Plug and group booking pace information from Delphi.Financial Review Systems BalancingBy the 10th of each month the following should occur:1) Balancing Delphi actuals to OnQ FM actuals - monthly evaluation to ensure these two systems match. If they do not, the hotel has not successfully linked all groups in OnQ FM. 2) DRM to ensure the Front Office balances the month to the General Ledger and then the DRM to close OnQ FM.As indicated in StandardOnQ FM balancing information can be found by selecting the following link: OnQ Insider Departments Revenue Management Systems. Once on the Systems page, select the OnQ FM User Guide under OnQ FM- Rooms. Balancing procedures located on page 25.CategoryTopicRevenue Management StandardFrequencyInstructions, Reports and Tools to useForecast ProcessWeekly ForecastThe DRM should complete an operational forecast weekly and provide to operational departments. This forecast should include month-end projections. WeeklyReports to use are the transient booking pace reports prepared weekly by the DRM/Revenue Analyst, competitor shop reports, Group Rooms Control Log (GRC), SRP trend reports found in OnQ FM or equivalent system where OnQ FM is not offered.The 14-Day Weekly Forecast and the Transient Booking Pace tools are found in Revenue Management Toolkit by following the path below.OnQ Insider Departments Revenue Management ToolkitForecast ProcessGroup Forecast Development StandardsGroup Forecast - DOSM is responsible for the production of the Group Forecast day by day in OnQ FM and be able to provide supporting documentation. This includes reviewing the Group Demand Report inside OnQ FM as well as the Sales Progress Summary Report and completing the Group Forecast Analysis Tool. Ensure that OnQ FM and Delphi group forecasts for definite group bookings match. DRM is responsible for validation of the group forecast.MonthlyReports to use are: Post Event Reports, Group Pick-up Manager or pace equivalent by group, historical plug trend analysis, Sales Progress Report and OnQ FM Demand Reports. Group shop calls and Lost Business Reports located in Delphi or kept manually for non-Delphi hotels can also be reviewed.The Group Pick Up Manager Tool can be found in the Revenue Management Toolkit by following the path below.OnQ Insider Departments Revenue Management Group and Catering.Forecast ProcessTransient Forecast Development StandardsTransient Forecast - DRM is responsible for the production of the transient forecast at the SRP level * in OnQ FM, day by day by market category, including other and non-revenue market categories and provide supporting documentation. DRM to coordinate the total hotel rooms forecast once all changes have been communicated.* When MCAT room nights represent 5% or more of overall transient business, SRPs that represent 20% or more within that MCAT must be forecasted.MonthlyReports to use to assist in forecasting are: OnQ RM Daily Detail Merge Tool, Transient Booking Pace Report, OnQ RM- SRP evaluations, SRP Category Reports and the Monthly Forecast Comparison Report, competitive shop information, historical actuals, compression calendar, economic trend predictions, demand analysis reports found in OnQ RM or OnQ FM, future denials and OnQ FM reports.The Transient Booking Pace and Daily Detail Merge tools are located in the Revenue Management Toolkit by following the path below.OnQ Insider Departments Revenue Management Toolkit CategoryTopicRevenue Management StandardFrequencyInstructions, Reports and Tools to useForecast ProcessExporting the ForecastOnce a monthly and rolling forecast have been published in OnQ FM, the forecast should be exported to OnQ RM and HLBFS. If for any reason the forecast is changed in HLBFS (which should never happen), OnQ FM must be updated so both systems match.Weekly/MonthlyInstructions on how to export forecasts to these systems can be found in the OnQ FM Users Guide by following the path below.OnQ Insider Departments Revenue Management Systems. Once on the Systems page, select the OnQ FM User Guide under OnQ FM- Rooms. Then, select On FM Administration and exporting procedures located on page 1.Forecast ProcessForecast AccuracyThe total hotel room revenue forecast should be within 3% accurate. Green zone = within 3%; Yellow zone = within 5% and Red Zone= more than 5%.Absolute variance of actual revenue forecast vs. rolling forecast revenue taken from HLBFS and Peoplesoft from the prior month.MonthlyReports to assist in accurate forecasting include:Transient Booking Pace Reports, OnQ RM- SRP evaluations, competitive shop information, historical actuals, group plug reports, compression calendar, economic trend predictions, demand analysis reports found in OnQ RM or OnQ FM, future denials and OnQ FM reports where available.CategoryTopicRevenue Management StandardFrequencyInstructions, Reports and Tools to useMarket Conditions / Competition AnalysisDetermining Competitive Set for STAR ReportsCompetitive set should be the 5-8 hotels which the customer would choose if our hotel were not available. Hotels are determined and comp sets changed based on Market segmentation, SWOT analysis, Value Assessment, proximity to the customers desired location/area attractions/airport, customer surveys and Competitive Set Validation Tool. Customer Survey samples should total at least 100 to be statistically significant. Hilton Family of Brands cannot represent more than 40% of total rooms in the competitive set (no more than 3 hotels in the family, excluding your hotel). DRM is responsible for facilitating this process with a cross-functional team and report findings to RM committee, RDRM, RDSM and AVP, especially when the findings show a sister hotel in the family of brands should be included in the competitive set.Annual or in conjunction with Supply Change (Qualitative or Quantitative)Reports to use: Infrastructure Competitive Analysis-Supply screen from InFocus, Value Assessments, shop call reports, all monthly and weekly available STAR reports, competition collateral, trend publications indicating new construction or changes, and the Competitive Set Validation Tool and SWOT Analysis found in the Revenue Management Toolkit by following the path below.OnQ Insider Departments Revenue Management ToolkitMarket Conditions / Competition AnalysisValue AssessmentsA detailed Value Assessment by market segment vs. competitors in each segment, (regardless if they are on the hotels STAR Report), is critical for understanding and identifying what attributes contribute to hotels success and what areas need to be a focus to improve RevPAR performance. An annual physical inspection of the competitors should take place and DRM is responsible for facilitating this process with the DOSM and a cross- functional team and report findings to RM committee, RDRM and RDSM. Upon completion, have Sales Dept add to InFocus.Pricing should be evaluated once per year or in conjunction with supply change or significant pricing changes in the market. Reports to use: Shop call reports, competition collateral, Group Lost Business Reports, customer survey information, and the SWOT analysis.The Value Assessment Tool is located in the Revenue Management Toolkit by selecting the following path.OnQ Insider Departments Revenue Management ToolkitMarket Conditions / Competition AnalysisStrengths, Weaknesses, Opportunities, Threats Analysis (SWOT)Upon completion of the Value Assessment, a detailed SWOT analysis should be completed with same cross functional team that completes the Value Assessment. This analysis is critical to understanding, improving, and leveraging your competitive advantages and minimizing your disadvantages within your market. Upon completion of the Value AssessmentReports to use: Value Assessment, shop call reports, all monthly and weekly available STAR reports, competition collateral, CVB information, Group Lost Business Reports, customer survey information, and trend publications indicating new construction or changes.The SWOT and Value Assessment Tool can be found in the Revenue Management Toolkit by following the path below.OnQ Insider Departments Revenue Management ToolkitCategoryTopicRevenue Management StandardFrequencyInstructions, Reports and Tools to useMarket Conditions/ Competition AnalysisCompetitive Factors/ AssessmentUnderstand the competitive set in terms of facilities, pricing, appearance on hotels site and recommend changes for your hotel based on this information.Seasonally and annually at a minimum.The Competitive Assessment/Factors Form can be found by following the path below:OnQ Insider Departments Revenue Management Library. Double click on Library Double click on RM Resource Center Transient Pricing. Market Conditions / Competition AnalysisCompetitive Shopping ToolsHotels will subscribe to Market Vision Shop Call Reports as these reports are integrated with OnQ RM. Hotel to also receive training in how to use the on-line shopping tool to query reports outside the reports that are emailed weekly.Review shops daily within the booking window. Weekly- for high demand dates and distressed dates for 365 days.Information regarding how to subscribe to Market Vision Reports, how to request/change reports and to receive training for the on-line tool, can be found by following the path below: OnQ Insider Departments Revenue Management Library. Double click on Library Double click on RM Resource Center Transient Pricing. Go to Market Vision Announcement and Release Notes.For information on how to set up and view shop call and exception reports in OnQ RM, follow the path below. OnQ Insider Departments Revenue Management Systems. Once on the Systems page, select the OnQ RM User Guide under OnQ Revenue Management. Then select On RM Maintenance and go to page 5.Market Conditions / Competition AnalysisCompetitive Pressure CalendarEvery DRM should have a document outlining demand drivers and daily competitive pressure for a minimum of 1 year from arrival. This should include groups at the competitive set hotels that could increase demand for your hotel. For convention hotels, this should be created for a minimum of 3 years from arrival. Placing holidays, special events and noteworthy groups in OnQ FM is optional. Completed monthly for a minimum of a year or as long as the hotels longest group booking window.Reports to understand demand are: OnQ RM Reports, CVB Information, Lost Business Reports, GRC (Group Rooms Control) Log from Delphi, historical actuals from OnQ FM and the OnQ FM Daily Transient Demand Analysis report.Instructions on how to place events in OnQ FM can be found in the OnQ FM Users Guide by following the path below. OnQ Insider Departments Revenue Management Systems. Once on the Systems page go to the OnQ FM User Guide inside OnQ FM- Rooms. Then select “How Does OnQ FM work” and go to page 18.Adding Special Events in OnQ RM can be foundOnQ Insider Departments Revenue Management Systems. Once on the Systems page, select the OnQ RM User Guide under OnQ Revenue Management. Then select On RM Maintenance and go to page 14.CategoryTopicRevenue Management StandardFrequencyInstructions, Reports and Tools to usePricing StrategyBest Available Rates (BAR)Nine BAR Rate Levels will exist for each season. Rate Level 0 will be the highest possible price point and RL8 the lowest. Price points will be indicative of rates the customers are willing to pay based on the competitive environment. Most of the bookings will normally occur in Rate Levels 3-5.The Best Available Rate found on each hotels brand website is controlled by the SRPs (DJ/DJ1) and is equal to BAR. No lower unqu