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Yield/Revenue Manag= ement 101

Lesson Objectives

Slide 3

So what does that definition actually mean?

Maximize Revenue

"Price the pro= duct (rooms"

Pricing Strategy

Inventory Managemen= t
Translating the customer selection
process into restrictions

Demand

Filter or Wall?=

Slide 11

Slide 12

       The GDS Marketplace=

Are We Alone?

MEASUREMENT OF SUCC= ESS

How do WE measure o= ur Revenue Management success?

RevPAR!

Which hotel is best utilizing Revenue Management
Techniques?

All the same!

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Yield/Revenue Manag= ement 101
The goal of this pr= esentation is to understand the terms and processes involved in Revenue and Yield Management.

Lesson Objectives
After completion of= this lesson the learner will be able to :
Define the terms as= sociated with revenue management
Explain the process= of maximizing revenue and how revenue management can help achieve this
Describe the role o= f the Global Distribution System in Revenue management
Define ways to meas= ure Revenue management success

Slide 3

So what does that definition actually mean?
Selling the right p= roduct
Correct brand, room= type, and/or meeting space
To the right custom= er
Transient or Group/= Business or Pleasure
At the right time
The booking window = of how far out guests book
For the right price=
Properly position r= ates for each segment

Maximize Revenue

"Price the pro= duct (rooms"
Price the product (= rooms) appropriately based on seasonality (changes in customer mix, demand, etc.= )
Focus on forecasted= demand for the rooms and develop restriction and authorization strategies that will capture the highest possible revenue from that demand.
Implement selling s= trategies that make sense to the customer, support the brand’s selling philosophies, and maximize the property’s revenue.

Pricing Strategy
The Customer=
The Property=
The Market

Inventory Managemen= t
Translating the customer selection
process into restrictions

Demand
Demand: is defined = as all of the people that want to stay at the property (demand is not constrained/impacted by physical capacity, restrictions, or availability = of rooms.
Demand is calculate= d by: Rooms sold PLUS demand turndowns. Demand turndowns are rooms that were turned a= way due to restrictions or lack of available inventory.

Filter or Wall?=
Rate Controls
Closed to Arrival
Minimum Stay=
Maximum Stay=
Close All-Block-Zer= o out inventory
Allotments
Block Only-Group On= ly
Close 6pm/4pm

Slide 11

Slide 12

       The GDS Marketplace
GDS represents 19% = of Lodging Room Revenue
GDS is the preferre= d booking vehicle of travel agencies
80% of all reservat= ions made by agents for Marriott brands are booked via GDS
Marriott owns the h= ighest market share in the GDS channel at 20%
GDS is the 2nd larg= est source of reservations for Marriott Lodging

Are We Alone?
Airline seats - onc= e the aircraft departs with an empty seat, there is no longer a revenue opportu= nity associated with that seat.
Travel Industry
Car Rental Agency
Media Advertising
Hobbies - Golf, Hor= se Riding etc.
PRODUCE

MEASUREMENT OF SUCC= ESS
Once the appropriat= e actions have been effectively implemented, they must be measured for their succes= s. The cornerstone of measurement for any effective Revenue Management strat= egy is to focus on RevPAR

How do WE measure o= ur Revenue Management success?
Occupancy?
Avg. Daily Rate?
Accurate Forecastin= g?
Revenue?
Exceeding budget?
Revenue per Availab= le Room?

RevPAR!
Occupancy is an inc= omplete measurement because it fails to account for lost revenue due to varying r= oom rates.
ADR is an incomplete measurement because it fails to account for lost revenue due to unsold ro= oms.
RevPAR blends both = occupancy and ADR

Which hotel is best utilizing Revenue Management
Techniques?

All the same!

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Yield/Revenue Management 101
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Lesson Objectives
<= /td> <= /td> <= /td> <= /td> <= /td> = <= /td> <= /td> <= /td>
After completion of this lesson the learner will be able
to :
• Define the terms associated with revenue
management
• Explain the process of maximizing revenue and
how revenue management can help achieve this
• Describe the role of the Global Distribution System
in Revenue management
• Define ways to measure Revenue management
success
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ruEuLuIyruI2LuQ+ruT+rd1WruVeLuZmN67mbi7ndq7nfi7ohq7oji7plq7pni7qpq7qri7rtq7r vi7sxq7szi7t1q7t3i7u5q7u7i7nBgQAOw== ------=_NextPart_01C675DC.38131F30 Content-Location: file:///C:/8FA414D4/YieldPresentation-Webct_files/v3_slide0002.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Yield Management 101
Revenue/Yield Management
<= /td> =
Integrated control of
CAPACITY and PRICE
------=_NextPart_01C675DC.38131F30 Content-Location: file:///C:/8FA414D4/YieldPresentation-Webct_files/v3_slide0029.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Yield Management 101
= <= /td>
So what does that definition actually
mean?
<= /td> <= /td> = <= /td> <= /td> <= /td> <= /td> <= /td> <= /td>
• Selling the right product
• Correct brand, room type, and/or meeting space
• To the right customer
• Transient or Group/Business or Pleasure
• At the right time
• The booking window of how far out guests book
• For the right price
• Properly position rates for each segment
------=_NextPart_01C675DC.38131F30 Content-Location: file:///C:/8FA414D4/YieldPresentation-Webct_files/v3_slide0030.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Yield Management 101
Maximize Revenue
= “Maximize Revenue” can be broken down into three main activities:
= Maximize Revenue
<= /td> <= /td> <= /td> <= /td> <= /td>
I= nventory
Management
How many rooms
are made available
at each price point?
<= /td> <= /td> <= /td> <= /td>
Pricing Strategy
How do we price our
<= b>product?
<= /td> <= /td> <= /td>
Selling Strategy
How do we sell our
<= b> product?
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Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Yield Management 101
<= /td> = = =
So, how does Revenue Management  help to
accomplish the goal of maximizing
revenues?
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Pricing Strategy
= = <= /td>
Pricing is the process of determining the rates that will
ultimately define the product in the marketplace. It is a
long-term strategic plan designed to target specific
customers and offer them the best possible price/value for
their money. The customers’ willingness to pay a certain
rate is directly related to the “perceived value” of the
room. When establishing a pricing structure, there are three
factor= s to consider.
<= /td> <= /td> <= /td>
• The Customer
• The Property
• The Market
------=_NextPart_01C675DC.38131F30 Content-Location: file:///C:/8FA414D4/YieldPresentation-Webct_files/v3_slide0014.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Yield Management 101
<= /td> =
Inventory Management
   Translating the custo= mer selection
= = <= /td> <= /td>
Stay controls are used to FILTER out EXCESS
DEMAND. The timing of your revenue management
decisions in conjunction with other factors such as
arrival/departure patterns, average length of stay, etc. will
dic= tate which control to use.
Minimum Stay
Close to Arrival
Maximum Stay
Close inventory/GTD
Allotments/Tally
Block/Group Only
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Demand
<= /td> =
The goal of Revenue Management is to capture the most room<= /b>
revenue from existing demand, thus maximizing revenue.
You may ask yourself, what is demand?
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pOdWPBpbZVlHbnhkT5mFTvqk+3hJOtiamoWFiURRgiKTRneXWzqiXQqDMmRFQtJAmjlZ4HamaFpl 3tBMhkWXU7qHr4Wb86OBEEqn/MhsZhhbhrFp50lFwweekLg0QROod1KLEtk7Kdqi07OfcXigoCJd kQWojwphneqpFQoGqqEqYaNKpwUAADs= ------=_NextPart_01C675DC.38131F30 Content-Location: file:///C:/8FA414D4/YieldPresentation-Webct_files/v3_slide0015.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Yield Management 101
Filter or Wall?
= <= /td> <= /td>
Stay controls act like filters, holding back some transient
business while letting other business to pass through. Other
con= trols are like a wall – stopping transient business all
together. Identify if the following controls are filters or walls
<= /td> <= /td> <= /td> <= /td> <= /td>
• Rate Controls
• Closed to Arrival
• Minimum Stay
• Maximum Stay
• Close All-Block-Zero out inventory
• Allotments
• Block Only-Group Only
• Close 6pm/4pm
------=_NextPart_01C675DC.38131F30 Content-Location: file:///C:/8FA414D4/YieldPresentation-Webct_files/v3_slide0025.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Yield Management 101
<= /td> <= /td>
GLOBAL DISTRIBUTION
= = <= /td>
How do we maintain rate integrity and
restrictions when all those other booking
engines (Internet) are discount options for
our= customers?
------=_NextPart_01C675DC.38131F30 Content-Location: file:///C:/8FA414D4/YieldPresentation-Webct_files/v3_slide0049.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Yield Management 101
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Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Yield Management 101
       Th= e GDS Marketplace
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Are We Alone?
<= /td> <= /td> <= /td> <= /td> <= /td>
• Travel Industry
• Car Rental Agency
• Media Advertising
• Hobbies - Golf,
Horse Riding etc.
• PRODUCE
<= /td> <= /td> =
• Airline seats - once
the aircraft departs
with an empty seat,
there is no longer a
revenue opportunity
associated with that
seat.
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MEASUREMENT OF SUCCESS
<= /td> = <= /td>
• Once the appropriate actions have
been effectively implemented, they
must be measured for their success.
The cornerstone of measurement for
any effective Revenue Management
strategy is to focus on RevPAR
------=_NextPart_01C675DC.38131F30 Content-Location: file:///C:/8FA414D4/YieldPresentation-Webct_files/v3_slide0016.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="windows-1252" Yield Management 101
<= /td> =
How do WE measure our Revenue
Management success?
<= /td> <= /td> <= /td> <= /td>
• Occupancy?
• Avg. Daily Rate?
• Accurate
Forecasting?
• Revenue?
• Exceeding budget?
• Revenue per
Available Room?
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RevPAR!
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<= /td> <= /td> = <= /td>
Which hotel is best utilizing
Revenue Management
Techniques?
ADR
OCC %
Hotel 1
$81.54
55%
Hotel 2
$74.75
65%
Hotel 3
$69.00
68%
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All the same!
ADR
<= /td> <= /td>
OCC
%
RevPAR
Hotel #1
$81.54
55%
$44.85
Hotel #2
$74.75
65%
$44.85
Hotel #3
$69.00
65%
$44.85
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Yield/Revenue Management 101
The goal of this presentation is to understand the terms and processes involved in Revenue and Yield Management.
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