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1、Introduction to Revenue Management 收益管理简介1 1Presentation Agenda 演讲提纲lWhat is Revenue Management? 什么是收益管理？lComponents of Revenue Management 收益管理的组成部分2 2Revenue Management in Real Life 收益管理的运用3 3Necessary Conditions 必要条件lRelatively fixed Capacity 相对固定的库存量lTime-perishable Inventory 非耐久性产品lTime-variable
2、 Demand 季节性需求量lAppropriate Cost Structure 合理的成本结构lSegmented Market 市场细分化lAdvance Booking 预订4 4What is Revenue Management? 什么是收益管理？ lSelling the right PRODUCT for the right PRICE to the right PEOPLE at the right TIME through the right DISTRIBUTION CHANNEL in order to MAXIMIZE REVENUE for the hotel 在适
3、当的时间、通过适当的分销渠道、以适 当的价格、向适当的客户销售适当的产品， 以此最大化酒店的收益。5 5What is Revenue Management? 什么是收益管理？lPRODCUT: Room Types, Room Nights, F 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？lForecasting unconstrained demand helps the hotel know which people to take
4、 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。1212Forecasting (contd) 预测lWhy 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lBy knowing how many rooms we are going to sell, housekeeping, front office, food and beverage, and other operating
5、departments are able to staff more effectively and efficiently. 知道我们将出售多少客房可以让客房部、前台、餐饮部以及其他 部门更有效地分配员工。lForecasts are one way that investors measure the value of the company because they show whether the company has a “handle” on its business. 预测是投资者考量公司价值的方法之一，因为预测可以显示公司 是否能够掌控其业务。1313Forecasting
6、(contd) 预测lHow do we create our forecasts? 我们如何建立预测？Based on history 根据历史Based on trends in the economy and market 根据经济和市场趋势Based on future outlook 根据对未来的展望1414RM ComponentPricing for Transient Business 散客定价lBased on Unconstrained Demand 根据“无限制需求”lThis means we price differently not only based on wh
7、en guests arrive, but also on how long they stay 我们不但根据客人到达时间，也根据停留时间长短进行定价lIt is possible to have a different price for 1, 2, 3, 4, 5, 6, and 7+ night lengths of stay, based on demand 根据实际需求，对于17晚等不同停留时间可以有不同的价格lThis approach ensures that we maximize revenue not only for a particular high-demand da
8、y, but also for all other time periods. 这一方法确保我们不但在高需求日，也在其余时段收益最大化 。lBest Available Rates (BAR) are quoted to customers who do not qualify for a specific discount or group rate 我们向无法享受折扣价的客人提供最优门市价1515RM ComponentPricing for Transient Business 散客业务定价lNegotiated accounts 协议客户Global & Local 全球和地区客户Pr
9、icing based on volume, placement of business (months and days of week), and market share 根据数量、业务安排（月份以及一周天数）、市场份额进 行定价lValue added packaging (e.g. Romance Package) 套餐产品（例如：浪漫套餐）lPremium accommodation pricing (e.g. Executive Floor) Premium定价 （例如：行政楼层)lOther discount pricing 其它优惠定价Advance purchase 提前购
10、买1616RM ComponentPricing for Group Business 团体业务定价lMust ensure an optimum mix of group and transient sales in order to maximize revenue 必须确定一个最优的团队与散客比例来最大化收益lMust determine selling rates for the sales team based on demand 必须根据需求为销售队伍确定销售价格lIn times of high demand, group may not maximize revenue 在高需
11、求期间，团体业务可能不是收益最大化lMust evaluate potential group business and either accept the group, make recommendations to improve profitability, or reject the group 收益管理必须评估潜在的团队业务，或者接受团队，做出提高利 润的建议；或者回绝团队lGroup catering / Total revenue management 团队酒宴/全面收益管理1717RM ComponentInventory Controls 客房控制lAllocation of
12、 Group Rooms vs. Transient protected, based on demand根据需求分配团体房vs.预留散客房 lLength of Stay & Room Types 根据房晚长短及房型的需求lDistribution Channel Management 销售渠道管理lOverbooking To improve Sellout Efficiency 超量预订 确保满房率 1818RM ComponentPerformance Measurement 成绩考量lRevenue Per Available Room (RevPAR) 平均单间客房收益Compared to STLY 与去年同期比较 lRevPAR Index 平均单间客房收益指数Compared to competitors 与竞争对手比较lForecast Accuracy 预测准确性 如果预测不准确 (+/-3%)，很有可能 你的酒店会错过收益机会 1919Can Revenue Management Work in China? 收益管理在中国的可行性？lInternational Hotel Company Model 国际管理集团的模式lOrganizational setup 组织结构2020谢谢!2121
