Informe

REVENUE MANAGEMENT
Revenue management presents a more precise measure of performance because it combines occupancy percentage and ADR into a single statistic: the yield statistic. Simply statedrevenue management is a technique used to maximize revenues. Revenues management sometimes called yield management takes into as many of the factors influencing business trends as possible.
Althoughrevenue management analysis can be performed manually, this approach is cumbersome, time-consuming and prone to error. With the use of specialty application software, revenue management calculations canbe automatically performed very quickly and accurately.
The concept of revenue management originated in the airline industry. Revenue management has proven successful in the lodging, car rental,cruise line, railroad, and touring industries, basically, in situations where reservations are taken for a perishable commodity. The key to successful implementation appears to be an ability to monitordemand and to develop reliable forecasts. Hotels started using revenue management; they focused strictly on guestroom rates and the basic economic principles of supply and demand.
Hotels tented toalign rate strategies with market segmentations by offering select discounts to featured groups. Hotel companies conducted extensive analyses of guess that stayed at their hotels as well as those whopreferred to stay elsewhere. Managers realized that room rates could accurately be adjusted based upon the demand of specific market segments, such as the following:
* Business travelers booking lessthan seven days prior to arrival
* Leisure travelers booking three to six months in advance of arrival
* Members of the hotels frequent guest program
* Travelers making reservations overthe internet
* Travelers making reservations at the hotels website
* Travelers requiring car rentals, airlines reservations, and other components

Hotel management focused on making the...