酒店收益管理.pptVIP

现代酒店管理之收益管理;第二节 酒店收益管理;案例5.3 源于美国航空业的收益管理 ;一、Summary of Revenue Management  收益管理概述 Question 问 题;1. Revenue Management in Real Life收益管理的运用;Necessary Conditions必要条件;酒店已经引入了计算机联网的预售及客房管理系统， 使得酒店管理进入了数字化阶段 ; 2. What is Revenue Management?什么是收益管理？ ;PRODCUT: Room Types, Room Nights, FB, 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 On property 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）;3. Revenue Management Success Stories收益管理成功范例;二、 Components of Revenue Management 收益管理的组成;1. RM Component—Competitive Analysis 竞争分析;2. RM Component—Forecasting 预测;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 nights are perishable commodities. You only get one chance to sell a hotel room for a given night. If you don’t 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 two people 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 we forecast (Cont.)? 我们为什么要预测（继续）？ （2） 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