香格里拉酒店集团的收入管理

CorporateRevenueManagementCorporateRevenueManagerAgenda•IntroductionofRevenueManagement•PricingPhilosophyforShangri-LaHotelsandResortsRevenueManagementis…TheARTofturningbusinessawayRevenueManagementisalso…TheSCIENCEofstimulatingoccupancywithoutsacrificingrateOccupancyorRate?Thatisthequestion…OccupancyA76%B84%C96%ATR$200.00$180.95$158.33Revenue$34,200$34,200$34,200RoomsSold171189216Thishotelhas225rooms.DefinitionofRevPARRev=Revenue&PAR=PerAvailableRoomFormulasRevenue/availableroomsATR*OccupancyATR$200.00$158.33OccupancyA76%Revenue$34,200$34,200RoomsSold171216RevPARStrategyOccupancyneededtobeincreasedby45rooms(26.32%)ATRreduced$41.67(20.84%)96%CWhathappenedtoourprofit?RevenueManagementhistory•PricesoftheUSairlineindustrygotde-regulatedin1978•Airlinesstartedtosegmenttheircustomerbaseandtoapplydifferentpricesfordifferentsegments•Severepricewarsslashedprofitmargins•RevenueManagementwasbornWhydoesRevenueManagementwork?•SegmentedMarkets•Predictable,VariableDemand•FixedCapacity•PerishableInventory•RelativelyLowVariableCostAdefinitionofRevenueManagementforShangri-LaHotelsandResortsRevenueManagementis:•theapplicationofrightpricingstrategies•toallocatetherightcapacity•totherightcustomer•fortherightproduct•attherighttime•throughtherightchanneltoachievemaximumrevenueForecastDemandRetainDemandManageDemandManageDemandYieldandBusinessMixStrategyDelightingourGuestsRetainDemandRepeatBusinessCreateDemandForecastDemandDemandAnalysisTheRevenueCycleOptimizeDemandDemandAnalysis•Criticalprocessinordertodevelopaneffectivesales&revenuemanagementplan•Externalanalysis:Understandthemarketplace–demandversussupplyBusinessindicators•Internalanalysis:HistoricalperformanceBusinesspatternsDemandAnalysis•Pacepattern(Howlonginadvancearethebookingscomingin?)•Sourcepattern(Arebookingscomingfromyourdomestic,intra-regionalorlong-haulmarkets?)•Channelpattern(ArebookingscomingthroughtheInternet,GDS,WRCordirect?)•Staypattern(Whatistheaveragelength-of-stayofthisreservationandwhenisthearrivalday?)•Spendpattern(Whatistheincrementalspendfromthisreservation?)ForecastingEstimatingthecompany’sshareofmarketdemandbasedondefinedmarketsegmentsandanassumedmarketingenvironmentWhydoweforecast?•Staffing•Scheduling•Purchasing•ComparisontoBudget•Tooptimizeourbusinessmix•ToimplementaneffectiveYieldStrategyAccurateforecastingwilleventuallyhelp:BusinessMixOptimizationNotethatsometimesyoucangeneratemorerevenuebychangingyourmixthanbyincreasingyourrate!Whatistheoptimumbusinessmixforyourproperty?BusinessMixOptimizationSource:Cathycartoonstrip.AllrightsreservedYieldManagementTheideaistouserestrictions(MinimumLengthofStayforexample)ifdemandexceedssupplytomaximizetotalweeklyroomsrevenue.BusinessHotelArrivalPatternNorestrictionsRevenueGenerated:US$44,800fora100roomshotel0%10%20%30%40%50%60%70%80%90%100%MoTueWedThuFriSatSunATR:US$100OCC:64%20grouproomsOnWedSameBusinessHotel,butMinimumLengthofStay2nightsonWednesdayRevenueGenerated:US$46,200fora100roomshotel0%10%20%30%40%50%60%70%80%90%100%MoTueWedThuFriSatSunATR:US$100OCC:66%20grouproomsOnWedSameBusinessHotel,butDifferentMinimumLengthofStayrestrictionsfordifferentrateprogramsonMon,TueandWedRevenueGenerated:US$52,360fora100roomshotel0%10%20%30%40%50%60%70%80%90%100%MoTueWedThuFriSatSunADR:US$110OCC:68%20grouproomsOnWedPricing•CrucialcomponentintheRevenueManagementCycle•95%flowstothebottomline(Source:DefiningRevenueManagement–TopLinetoBottomLine)•Adynamicprocess•Clearandsimple•PricingintegrityPricingPhilosophyforShangri-LaHotelsandResorts•IntroducedinmidAugust2008forallproperties•3differentpricingconcepts:SeasonalPricingTierPricingD-BAR(DynamicBestAvailableRate)SeasonalPricing•Introducedinresortswithdistinctiveseasonaldemandpatterns;andselectivecityhotelswhichmarketiscomparativelylessvolatile•Asingleratecanbesetupperseasonwhichneedstobepre-defined(low,shoulder,high)•AdditionalratetobecreatedforhighdemandSpecialEventsperiod•4setsofrates(forSelect&ValueRate)areallowedTierPricing•Introducedinselectivecityhotelswhichmarketisdynamic,butnotreadytoactivateIDeaSBARModule•3tiersofratescanbesetupperseasonwhichneedstobepre-defined(low,shoulder,high)•AdditionalratetiertobecreatedforhighdemandSpecialEventsperiod•Applicationoftheactualratetier(forSelect&ValueRate)isbasedontheforecastedoccupancyforthearrivaldayTierPricing–Situation1Tier10-70.9%Tier271-89.9%Tier390-100%Whatif?•Mon75%•Tue65%•Wed95%WhichtierdoyouapplyforMon3-nightrequest?TierPricing–Situation2Tier10-70.9%Tier271-89.9%Tier390-100%Whatif?•Mon91%•Tue92%•Wed95%WhichtierdoyouapplyforMon3-nightrequestifyouhave50%ofyourinventorysoldtogroupsandthemarketissoft?D-BAR•Willroll-outin10topdestinationhotelsinbatches,whichmarketishighlyvolatile•UsingIDeaSV5iYieldManagementsystem,withBARModuletobeactivated•Amaximumof15ratetierscanbesetuptocoverallseasons,weekday/weekendpatterns&SpecialEventsperiod•IDeaSV5iwillrecommendtheBestAvailableSelectRatebylength-of-stayperarrivalday,takenintoaccountcompetitors’rateofferD-BAR•2optionsaregivenonmanagingValueRates:1.MaintainthesamenumberofValueRatetiersa