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Yield management hôtelier 2

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LE YIELD MANAGEMENT HÔTELIER - PART 2

COMPRENDRE, METTRE EN PLACE ET ANALYSER UNE POLITIQUE TARIFAIRE

Ce Slideshare est un extrait d'une des formations en Yield hôtelier dispensée par e-axess.

Published in: Marketing
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Yield management hôtelier 2

  1. 1. COMPRENDRE, METTRE EN PLACE ET ANALYSER UNE POLITIQUE TARIFAIRE Philippe Guimard
  2. 2. DISTRIBUTION INTERNET
  3. 3. 2. Savoir identifier ses clients (2 phases de réflexions) DISTRIBUTION INTERNET
  4. 4. 3. Elaboration des classes de yield management A Comportement B Contribution client C Segments Prioritaires D Volume DISTRIBUTION INTERNET
  5. 5. 3. Elaboration des classes de yield management DISTRIBUTION INTERNET
  6. 6. 3. Elaboration des classes de yield management • Le volume des classes de yield Une classe de Yield doit être représentative car si elle comprend 80% de la clientèle, elle ne permet pas une analyse par micro marché. A l’opposé une classe de Yield de 0.5 % correspond à plus de gestion individualisée mais donne une charge de travail disproportionnée par rapport à la représentativité des clients. DISTRIBUTION INTERNET
  7. 7. 4. Visibilité, multiplier les canaux Plus on utilise de canaux de distribution, plus on maximise les chances d’être vendu Attention aux effets secondaires: •Beaucoup de canaux à gérer •Perte du contrôle de sa distribution •Perte de contrôle sur le client final •Augmentation des adwords DISTRIBUTION INTERNET
  8. 8. 5. Commentaires clients Surveiller les retours clients: • Mettre en place un questionnaire de satisfaction • Surveiller son « ranking » sur les sites marchands • Répondre aux commentaires positifs ou négatifs des sites web 2.0 (Tripadvisor) DISTRIBUTION INTERNET
  9. 9. 5. Commentaires clients DISTRIBUTION INTERNET
  10. 10. 11 5. Commentaires clients DISTRIBUTION INTERNET
  11. 11. 12 5. Commentaires clients DISTRIBUTION INTERNET
  12. 12. Philippe Guimard / www.e-axess.fr 13 Lexique Allotment: nombre de chambre fixe, bloqué contractuellement pour un distributeur BAR: Best Available Rate: meilleur prix du jour Commitment: engagement sur un CA à atteindre en contre partie d’un prépaiement Corporate: affaires Early booking offer: offre spéciale pour vente anticipée (à moyen/long terme) Extranet: interface utilisateur d’un site de distribution web Floating deposit: dépôt de garantie Floating rate: tarif flexible, variable Forecast: prévision Free sell: allotment libre – flexible – (: possibilité de le fermer) Minimum stay: séjour minimum (contrainte) Net/FIT rates: tarifs nets utilisés pour les tours opérateurs traditionnels Last minute offer: promotion de dernière minute
  13. 13. Philippe Guimard / www.e-axess.fr 14 Leisure: loisir Off-line channels: désigne les canaux de distribution hors internet (TO classiques, agences de voyages etc...) On-line Channel: famille des canaux de distribution électronique/web Overbooking: nombre de chambre(s) vendue(s) en dessus de la capacité de l’hôtel Packages / Inclusive Tour: séjours à plusieurs composantes (transport/hôtel/excursions) Pricing: politique tarifaire Rack rates: tarif public affiché Real time: en temps réel Room only: nuitée sèche Target: cible / objectif à atteindre Lexique
  14. 14. www.e-axess.fr

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