动态定价-Slide1

DynamicPricing动态定价WendyHuangRegionalDirector,RevenueManagement,GreaterChinaStarwoodAsiaPacificHotels&ResortsDeloitteReport德勤报告Occupancy%入住率%AverageRoomRate平均房价RevPar平均房间收入20062005Change增减百分比20062005Change增减百分比20062005Change增减百分比Beijing74.176.1-2.7%90980413%67361210.0%HongKongSAR83.681.82.2%1383118017.1%115896519.7%Nanjing68.673.3-6.5%5645542.0%387406-4.7%Shanghai69.572.6-4.3%111710991.6%776798-2.7%Shenyang65.569.5-5.8%4213937.1%2762740.8%Shenzhen74.673.71.2%74066012.0%55148713.3%Xi’an58.654.37.7%4444371.6%2602389.5%WhatisDynamicPricing?什么是动态定价Dynamicpricingisofferingvariableratesforrooms,insteadoffixedrates,thatchangebasedonmarketconditions.Thestrengthofcustomerdemand,thequalityoftheproducts,theavailabilityofalternativeproductsandservices,thetimeofday,thedayofweek,andtheseasonoftheyearareallcriticalfactorsindeterminingprice.动态定价是指根据市场条件发生变化来制定价格，用来取代单一的定价形式。市场需求的高低，产品的质量，产品和服务的可替代性，时间性，季节性，都是影响定价的关键因素。CharacteristicsofFixedandDynamicRates固定价格和动态价格的特性FixedRates固定价格Staticanddonotfluctuatebasedondemand价格不随需求的变化而变化Contractedbasedonvolumeexpectations根据房量和预估签订合同Reviewed/re-negotiatedbasedonactualproduction根据实际房量续签合同AvailabilitymayberestrictedduetoratescontractedonsomeroomtypesonlyorduetoRMrestrictionsbasedon‘hurdlepricing’合同房型可预订性会受收益管理限制.Limitedflexibilitytooptimizedemand/price在优化需求/价格方面缺少灵活性DynamicRates动态价格MarketRates市场价格Fluctuatebasedon:以下的因素都会引起价格的变化–Demand/Supplyconditions需求/供给的条件–Seasonality季节性–DayofWeek日期性–CompetitorPricing竞争对手的价格Availableatmostpointsintime最大化的实现可预订性需求和固定价格的关系DemandandFixedPrice0%20%40%60%80%100%120%TimeOcc%$-$20.00$40.00$60.00$80.00$100.00$120.00$140.00RateOcc%RateDemandandDynamicPrice0%20%40%60%80%100%120%TimeOcc%020406080100120140RateOcc%Rate需求和动态价格的关系CommonMisconception理解上的误区–Biggerisbetter!Orwegiveyousomuchbusiness….越多越好，我们已经给了你们这么多的生意……–Howfarinadvancedoyoubook?(BookingPace)一般提前多久预订？–Areyourbookingspredominantlyonthebusiestnightsforthehotel?(DOWDistribution)你会在明显繁忙的时候预订酒店吗？–Onanaveragewhatisthelengthofstayofthebookingsyoumake(LOS)一般来说你预订住几天？–Whicharethemonthsyoubookthemost(Seasonality)哪几个月份是你预订最多的？–Whicharetheroomcategoriesthatyoupredominantlybook(RoomType)一般你会定什么样的房型？Itsnotallaboutrateand/orvolume…itsaboutoverallrevenue/profittothehotel关系到酒店整体收入的因素–Whatchannelsdoyoubook(ChannelDistribution)你通过什么渠道预订酒店？–Doyoucancelorno-show(WashFactor)你是否经常取消预定或NO-SHOW–Whatadditionalrevenueyoubringtothehotel?•Meetingpackages会议包价•Banquets宴会•In-housedining酒店内用餐•Laundry洗衣费•HSIA上网费用–BusinesstoHotelCompany对整个酒店集团的贡献–Performanceguarantee,whatshareofbusinessdoweget?市场份额Hotelsarealsointerestedin酒店感兴趣的其他地方EarlierFormsofHotelDynamicPricing早期酒店动态定价形态结构Rack–StandardRateStructuredDiscounts-SemiDemandBasedAdhocOneTimeDiscounts–RelationshipBasedAdhocNegotiatedDiscounts–Relationship/VolumeBased0%5%,10%,15%,20%7%-40%20%门市价折扣价旅行社一次性折扣价旅行社协议性折扣价SeasonalPricing季节定价–Twocontractedrates两个合同价格•Givingyouthebestdealineachseason在不同的季节有最好的价格•Nooverpayinginlowseasons淡季不需要多付CompleteDynamicPricing完全动态定价–TMC/Consortia–Corporaterates(Global,Regional,Local)公司协议价–Packaging套餐价DynamicPricing:CurrentTrend动态定价：目前的趋势PackagingDynamicPricingExample动态定价套餐实例SampleRateStructure简单的价格结构RateLevelOccupancyLevelRoomRateDynamicRate(10%offBAR)1100%$200180295%$170153390%-94%$140126485%-89%$130117580%-84%$125112.5675%-79%$120108770%-74%$115103.5865%-69%$11099960%-64%$100901055%-59%$9585.51150%-54%$90811250%$8576.5RackRatesCorporateRateBestAvailableRatesPackageRatesFloatingPackageRatesPromotionalRatesWebRatesInternetOnlyRatesDynamicCorporateRatesFixedCorporateRates-LRACorporateLARRatesNettCorporateNLARRatesNettCorporateNLARRatesFixedCorporateRates-LRAWholesaleRates–LocalTAWholesaleRates–LocalFTODynamicWholesaleRates-CommissionableDynamicWholesaleRates-NettFixedTMCRatesDynamicTMCRatesRedemptionsRatesRetiredPersonsRateOwnersRatesAutomobileRatesMediaRatesIndustryRatesEmployeeRatesRackFRACKLPRGBAR1FBAR1PBAR1CNEG1PKGDICSLNR1PKGDICSBAR2FBAR2PBAR2CNEG2DICS3LNR2DICS2LNR3PKGDICS4RACKRATESDISCOUNTEDRATESPRICELEVEL1DISCOUNTEDRATESPRICELEVEL2/3VeryHighOccupanciesHighOccupanciesMedium–HighOccupanciesHowdohotelsmanageratesnow:当今酒店的价格管理RateBuckets/RateCategories价格种类AdvantagesofDynamicPricing动态定价的优势Corporate公司•Priceintegrityandconsistentsaving保持价格的诚信及节约成本•Availabilityofawiderrangeofroomtypes可有多种可以选择的房型范围•ReducedrelianceonLRAforguaranteedproductavailability减少对LRA的依赖•ReduceworkloadinvolvedintheRFPprocess减少RFP过程中的工作量•Abilitytohaveaccesstoalargernumberofhotelsthantraditionalfixedpricecontracting可选择的酒店更多Hotel酒店•ReduceworkloadinvolvedintheRFPprocess减少RFP过程中的工作量•Abilitytoflexpricesinmarketswithhighdemanduncertainty,soastooptimizerevenues.灵活的价格可以帮助酒店在高需求量的时候优化收入DisadvantagesofDynamicPricing动态定价的缺点Corporate公司•Difficultyinbudgetingandallocatingaccommodationexpenditure增加对住宿花费预算的难度•Difficultyinestimatingsavingswithfluctuatingrates增加计算预计节约的难度Hotel酒店•Pricewaranderodingprofitmargininaverycompetitiveenvironment激烈的市场竞争使利润下降及引发价格战•Threatoflosingbusinessbaseduetoshareddemand在共享需求的条件下有失去客户的危险ThankYou!