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200910 Etude de cas

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Revenue Management
Instructor : Anna-Maria STELLA
Executive MBA - IEMI PARIS

Published in: Business
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200910 Etude de cas

  1. 1. Revenue managementProjet Final<br />Samuel ABERGEL/ Aurélie BUISSON/ Selim Michel FEGHALY/ Larissa GUZMAN<br />30/10/2009<br />
  2. 2. CONTEXT<br />Boutique hôtel 4 étoiles dans une ville de province en France<br />55 Chambres de 8 types différents que l’on peut classer en 3 grandes catégories : <br />38 Luxe , 15 Junior suite, 2 Suites<br />8 catégories de prix selon les différents type de chambre<br />Luxe 155,00€<br />Junior Suite 220.00€<br />Suite 310.00€<br />Différents prix négociés avec 7 GDS<br />Expedia, Negoc, Minister, HotelBed, Trshot, Captain, Rainbird<br />Notre clientèle est mixte :<br />Corporate, Loisir et Individuelle <br />
  3. 3. ASSIGNEMENT <br />Analyse des données historiques de juin 08. <br />périodes, les jours de forte occupation (peakdays). <br />Forecast pour juin 2009 à compter du 13 mai 2009.<br />Suggestions de gestion des réservations à venir pour le mois de juin 2009<br />
  4. 4. Juin 2008<br />
  5. 5. Pour juin 2008 : <br />ADR = 140€, Taux occupation moyen est de 92 % et RevPar de 129 €<br />
  6. 6. ROH & BOOKING CURVE<br />
  7. 7. Segmentation par Source de Reservation <br />La clientèle la plus développée est celle des loisirs. Egalement l’hôtel bénéficie d’une forte affluence de la clientèle d’affaire.<br />
  8. 8. Segmentation de clientele par pays<br />On analyse que presque la moitié de la clientèle vient de France. La clientèle Américaine présente également une forte demande. Le reste de représente une demande significative.<br />
  9. 9. Forecast juin 2009<br />
  10. 10.
  11. 11. POLITIQUE REVENUE MANAGEMENT POUR juin 2009<br />
  12. 12. Conclusion<br />- L’hôtel maintient un très bon TO en 2009<br /><ul><li>Il devra envisager une meilleure négociation (à la hausse) avec les GDS, les Tour Operators
  13. 13. Un pourcentage de 20% d’augmentation des prix rack pourrait être appliqué à partir de Janvier 2010</li>

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