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Revenue Management in kleinen und mittleren Hotels

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Castlecamp 2010 #cczk10:
Case Study über Revenue Management / Yield Management in einem kleinem Hotel.

Published in: Business
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Revenue Management in kleinen und mittleren Hotels

  1. 1. Revenue Management für kleine und mittlere Hotels Roland Oth, igumbi.com Castlecamp 9/2010
  2. 2. About • Roland Oth • 11 Jahre Revenue Management & Reise Distributions Erfahrung bei Laudaair • 8 Jahre Prozessmanagement / Revenue Assurance bei ONE • derzeit Launch von igumbi.com: Hotel Revenuemanagement und Reservierungssystem
  3. 3. Case Study • Stadthotel in Klagenfurt • zentrale Lage • < 25 Zimmer • Übernahme 2009 • Renovierung > Aufbau > Branding > Optimierung
  4. 4. GET KEEP DO Hotel Website Picture Gallery SEO/SEM Blog Traffic Online Online Social Media Preisauskunft Buchen Bewertungen Preise & Produkte Booking Plattformen Dialog-Mails Channel Management Revenue PMS Management
  5. 5. Voraussetzungen für den Betrieb • Die Distribution muss einfach rocken • Hotel Website: Traffic SEO/SEM, Blog & SoMe • Listing in relevanten Booking Engines • Online Preisabfrage & Buchungsmöglichkeit auf der Hotel Website • Channel Management Tool um Preise und Verfügbarkeiten abzugleichen
  6. 6. Distribution automatisieren • Automatisieren, automatisieren, automatisieren • Online Preisauskunft und Buchbarkeit auf der Website • Dynamisches Pricing • professioneller Kundendialog (Angebote, Bestätigungen) HTML E-Mail
  7. 7. Produkt & Distribution • Brand & Produkt streamlinen, CI, Farben, Design • Pricing für Upsell, Peak Demand und Stimulation in Vorsaison • Kundenbewertungen: aktiv betreiben • Social Media (Blog/Twitter/Facebook)
  8. 8. Website Bookings 8/2009 4/2010 6/2010 8/2010 Visits Verf Abfr Blog Visits Bookings
  9. 9. Revenue Management: Die „Kunst Geschäft abzuweisen“
  10. 10. Was genau? Bei niedriger Nachfrage werden Produkte verkauft, bei hoher Nachfrage wird Verfügbarkeit verkauft. Durch Analyse der historischen Buchungsdaten wird die Nachfrage pro Ankunftstag errechnet. =>Preisstrategie und operative Unterstützung bei Gruppenanfragen, optimale Preislevels
  11. 11. RM Phasen • mehr Geschäft generieren: • Produkte gestalten • Distribution (Booking Sites,Tour Ops,Website) optimieren • Preisstrategie ausarbeiten • Upselling bei Peak Terminen • Grundnachfrage gegeben? => steuern
  12. 12. Nachfrage Prognosen • pro Ankunftstag • nach Zimmerart (Einzel, Doppel) • Aufenthaltsdauer (1,2,3,>3 Tage) • Input für die Optimierung & Aufteilung der verkaufbaren Kapazität
  13. 13. Prognose Übersicht
  14. 14. pro Ankunftstag
  15. 15. Nesting • Traditionell wird in starren Kapazitäten gedacht (Einzelzimmer, Doppelzimmer) • Nesting ist der Ansatz dieses Gedankenmodell zu durchbrechen: Die Zimmer werden gleichzeitig als Einzel- und Doppelzimmer mit unterschiedlichen Produktpreisen angeboten. • Es geht darum, für die Restnachfrage (von jetzt bis Ankunftstag) die richtige Anzahl an Zimmer für höherwertige Buchungen bereitzustellen und trotzdem genügend Zimmer für die günstigeren Produkte anzubieten.
  16. 16. Steuerung
  17. 17. RM Szenarien • Einzel/Doppelzimmer/Familienzimmer • Upgrade: Single => Doppel • Länge des Aufenthalts 1,2,3, >4 Nächte • Peak Rates
  18. 18. Pricing • Plausible Upsell Preise • Zimmer Arten und Upgrade Logik • Bei Online Preisauskunft nur verfügbare Produkte anzeigen
  19. 19. Reservierungen 7 8 9 10 11 12 1/2010 2 3 4 5 6 7 8 9 -€ 75 -€ 90 - € 105 -€ 120 > € 120
  20. 20. Umsatz 7 8 9 10 11 12 1/2010 2 3 4 5 6 7 8 9 -€ 75 -€ 90 -€ 105 -€ 120 >€ 120
  21. 21. pro Tag & Woche
  22. 22. Vielen Dank Roland Oth roland.oth@igumbi.com +43 699 1744 8624 www.igumbi.com

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