24. revenue management guide - 营销管理手册.pdfVIP

Revenue Management Toolkit 营收管理手册 Revenue Management 营收管理 Selling the right product to the right customer at the right time for the right price 将合适的产品在合适的时间里以合适的价格卖给 合适的客人 How Well Do You Know Your Business? 你对自己的业务情况了解多少? Are you holding regular meetings with your team to discuss future business? 你是否定期和自己的工作团队开会讨论未来的业务发展? Who is your competition? 竞争对手是谁? What is your market share? 市场份额有多少?  Do you regularly check your major competition? 是否定期跟进竞争对手的经营情况? Are you maximising your rate during special events? 是否通过举办特别促销活动等来在最大程度上提升房价?  How does your RevPAR compare with your competitive set? 实际的客房营收情况和竞争体制相比较情况如何? 3 3 Wyndham Hotel Group International Confidential Proprietary Information Daily Briefings 每日综述 • Ensure all departments are represented 确保每个部门都有人员出席 • Briefing should be no more than 15 minutes long 综述时间须控制在15分钟之内 • Agenda 议程 • Previous night’s occupancy and the day’s forecast 前一天晚上的客房入住率及当天入住率预测 • Overview of week ahead by department 各部门分别对本周业绩进行预估 • Current bookings 当前的预定情况 • Competitor / Market Update 竞争对手市场情况更新 • Set “distressed” rate for the day 定义当天的房价最低值 • Define rules for overbooking (how many rooms should be overbooked) 确定过量预定的规则(过量预定的房间数规定） 4 4 Wyndham Hotel Group International Confidential Proprietary Information Daily Checklist 每