Revenue Management酒店收益管理.docx

Revenue Management酒店收益管理2013-09-27点击右边HOTELENGLISHIntroduction toRevenue Management收益管理简介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必要条件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?什么是收益管理？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Onproperty酒店直接定房GDS (Global Distribution System) 全球分销系统B 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 ComponentCompetitive Analysis 竞争分析Helps Determine the“Competitive Set”帮助确定“竞争对手组”A hotels 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RMComponentForecasting 预测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 dont 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RMComponentPricing for Transient Business散客定价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17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 aparticular 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RMComponentPricing for Group Business团体业务定价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RMComponentInventory Controls客房控制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RMComponentPerformance Measurement成绩考量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将我们的文章分享给您的朋友是对Hotelenglish的最大鼓励与支持.精选文章导读关注Hotelenglish微信