revenue management week 5 subject : v0206 – administrasi & operasional kantor depan year :...
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Revenue Management Week 5
Subject : V0206 – Administrasi & Operasional Kantor Depan Year : 2009
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Subject
• Occupancy percentage• Average daily rate• RevPARComponents and use of revenue management• Applications of revenue management
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Objectives:
On completion of this lesson, the students
will be able to:- apply revenue management as a
means of maximizing the room revenue to produce a profit
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Occupancy Percentage
• Occupancy percentage is a traditional view of measuring the effectiveness of the general manager, marketing staff and front office staff
• For investors: to determine the potential gross income of a lodging establishment
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It is used to answer such questions:• How many rooms were sold?• How effective were reservation
agents in meeting the room and amenity needs of the guests?
• How competent were front office staff members in making the sale?
Occupancy Percentage
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Review Definition of Occupancy Percentage
• Occupancy Percentage - reveals the success of a hotel’s staff in attracting guests to a particular property
Number of Rooms Sold x 100 Number of rooms available
• Double Occupancy Percentage – measure of a hotel staff’s ability to attract more than one guest to a room; thus a higher room rate and additional income
Number of Guests – Number of Rooms Sold x 100 Number of Rooms Sold
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Definition of Average Daily Rate ADR
• Average Daily Rate (ADR) - A measure of the hotel’s staff efforts in selling available room rates
Total Room SalesNumber of Rooms Sold
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Definition of RevPAR
• RevPAR – ability of a hotel to produce income and how many dollars each room is producing.
Room RevenueNumber of Available Rooms
orHotel occupancy % x ADR
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Discussion Question
Utility of Occupancy percentage, ADR, and RevPAR?Answers:
• Used to project room revenues• Demonstrate how room revenue is
calculated• Leads into Revenue Management
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History of Yield Management• Airline industry’s use of yield Management
– Deregulation of airlines in late 1970s “Take It or Leave It”
– Certain periods, certain seats, certain flights…• Compare similarities of the airline industry and
hotel industry• Volatile product• Demand periods which places the producers in a
favorable position• Indicate differences of the airline industry and
hotel industry in using yield management• Hotel groups can spend large amounts of money
on-site for food and beverage
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Components of Revenue Management
• Yield – the percentage of income that could be secured if 100% of available rooms are sold at their full rack rate (highest room rate posted for a room in a hotel)
• Revenue Realized Number of Rooms Sold x Actual Rate• Revenue Potential Number of Rooms Available for Sale x Rack Rate• Yield = Revenue Realized (# Rooms Sold x
ADR) Revenue Potential (# Rooms Available
x Rack Rate)
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Revenue Manager
• Reports to general manager• Works closely with marketing and sales
department• Consults with front office manager
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Use of Yield Management
To maximize profit for guest room
sales
To maximize profit for hotel services
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Yield = Yield = Revenue realizedRevenue realizedRevenue potentialRevenue potential
YIELD FORMULA
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Determining Yield
• The Times Hotel has 300 rooms available for sale and sold 200 rooms at $85 with a rack rate of $110
• How many % is the Yield?• The Yield is 51,51%
200 x $85 = $17,000 x 100 = 51.51% 300 x $110 = $33,000• The 51% yield means the staff’s effort in
achieving maximum occupancy could have been improved by using effective strategies to sell more $110 rooms.
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• Thus, the goal of yield management is to sell all available rooms at the highest rate (rack rate)
Determining Yield
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Occupancy Percentage Comparison
Hotel No. Rooms Available
No. Rooms Sold
Rate Income Occupancy %
ABC 500 200200400
$80$95
$16,000$19,000$35,000
80%
XYZ 500 100300400
$80$95
$ 8,000$28,500$36,500
80%
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Yield Comparison
Hotel Revenue Realized
Revenue Potential
Yield %
ABC $35,000 $47,500 73.68
XYZ $36,500 $47,500 76.84
*500 rooms x $95 (rack rate) = $47,500
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Which Hotel has Achieved the Highest Yield?
• Both hotels have achieved an 80% occupancy, but hotel XYZ has achieved a higher yield while selling the same amount of rooms
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Optimal OccupancyAchieving 100% occupancy With room sales, which willYield the highest room rate
Optimal Room RateA room rate that
approaches the rack rate,work together to produce the yield
Optimal Occupancy and Optimal Rate
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Optimal Occupancy & Optimal Rate
• Situation 1:• A 300-room hotel has
sold:– 100 rooms at $76– 150 rooms at $84– 35 rooms at $95
(rack rate)• The yield = 83
• Situation 2:• A 300-room hotel has
sold:– 200 rooms at $90– 85 rooms at $95(rack rate)
• The yield = 91%• Additional revenue =
$2,550
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Yield Management Strategies
Demand Strategy
High Maximize rates, require minimum stays
Low Maximize room sales, open all rate categories
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Forecasting
• Importance of daily accuracy in forecasting.
• Accurate forecasting of transient demand will assist hoteliers in developing strategies to maximize sales to this group
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Block-Out Periods
• Block-out periods - Tagging certain dates in a time period when rooms have to be sold at a certain rate and/or certain number of minimum room rental nights
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Automated Systems and Procedures
• Discuss the importance of using computers and standard operating procedures when using yield management
• Discuss the importance of training to use a yield management system
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Channel Management
• Reservation Channels– Central Reservations– GDS– Third-party reservation system– Toll-free phone reservation– Travel Agent
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Management Challenges In Using Revenue Management
• Alienation of Customers• Minimum stay requirements• Price gouging