酒店集团收益管理-分析预定记录

酒店集团收益管理

Each RM and GM must understand the business”on the books” in comparison with the hotel trend, by RM level and/or by market segment. We may behalf empty for a given date in 2 weeks but actually be in advance compared to last year, which at the samepoint in time, for that date we ended up full.
每个收益经理和总经理必须通过收益管理级别和/或市场分类对比酒店趋势,了解“现时已有”业务情况。我们可能在未来两周内的某一天只预订了半满,事实上提前与去年相比,相同的时间点,最后我们在那天满房了。
FREQUENCY
频率
HRM:
Weekly: – Carry out an analysis of theportfolio versus N-1 (30 minutes)
每周一次: –与去年相比,对预订记录进行分析(30 分钟)
MHRM:
Weekly: – Carry out an analysis of theportfolio versus N-1 (30 minutes)
每周一次: – 与去年相比,对预订记录进行分析(30 分钟)
PURPOSE OF THE PROCEDURE
程序目的
The objective of this analysis is to bringa notion of pick up, anticipation. What is “on the books” is already sold, but cannot be taken into account assuch to decide a strategy.
这个分析的目的是引进接受,预测的概念。“现时已有”指的是已售客房,但在决定策略的时候不能将其考虑在内。
The objective is to compare with normaltrends for the same number of days in advance and analyse if we are behind or not compared to last year, by RMlevel and/or by Market Segment.
目的是对比酒店在提前相同天数的正常发展趋势,并通过收益管理级别和/或市场分类分析酒店与去年相比是否落后。
PROCEDURE
程序
1. Once a week the RM should state if weare in front or behind compared to last year. This should be done for the next 3 months rolling at minimum,ideally 6 months. Split by RM level and/or market segment.
每周收益经理应说明和去年相比酒店情况是上升还是下降。最少应比较连续 3 个月(最好是 6 个月)的情况。通过收益管理级别和/或市场分类进行划分。
2. This information can be found in theRMS. If the hotel does not have a RMS, the RM should be able to show his own analysis. The RM mustunderstand what it means to be in front or behind: the group business is more unpredictable thanindividuals; focus should be done by type of business. Segment approach is good.
此信息可在收益管理系统找到。如果酒店没有收益管理系统,收益部经理应想办法展示其分析结果。收益部经理必须了解进步或落后的含义:团体业务比个人业务更加难以预测;应该把重点放在业务类型上。细分法是很有帮助的。
3. We should not only assess if we are infront or behind, but the quality of portfolio is important: it is no good to be in front with group options thatdo not materialize (without tentative groups). A detailed portfolio analysis by RM level and/ormarket segment will allow us to formulate a response action to a particular RM level and/or market segment.
应该评估的不仅仅是进步或落后,预订情况的质量也非常重要:如果团队预订没有成型(没有不确定的团队),即使有进步也没有意义。通过收益管理级别和/或市场分类对预订情况进行详细分
析,可以针对特定的收益管理级别和/或市场分类制定相应策略。
4. Calendar reason should be identified: toexplain the deviation, holidays, banks holidays, Events should be analysed as day types and number of datesin the months; it has a real impact on booking behaviour.
明确日历的用途:解释偏差、公众假日、银行假日。应该根据日期类型及月份天数对事件进行分析;这对预订行为有切实的影响。
5. RM should look at detailed level, byRML, by date, for the next 90 days, to check the general trends and have knowledge of the portfolio. Thisshould be communicated as well to the GM as a monthly granularity.
收益经理应通过收益管理级别,日期详细查看未来 90 天的预订情况,核查总体发展趋势并了解预订情况。每隔一个月向总经理传达相关信息。
6. If any day in the future shows increasedpick up of more than 10% of the hotel occupancy the date should be reviewed with the GM and DOS. A decisioncan then be made on whether any changes to the pricing and planning need to be done.
如果未来任一天酒店预订接收增长超过酒店客房出租率的 10%,需要和总经理及销售总监对这一天进行回顾。然后决定是否要更改价格和计划。
7. Once a decision is made on any changesin strategy these changes need to be acted in TARS, PMS, RMS and any 3rd party operator – within the 3 hoursof the decision being made.
一旦决定在策略上作出任何更改,必须在决定后的 3 小时之内在 TARS,酒店管理系统,收益管理系统和/或第三方网站上对这些更改进行处理。
8. RM should fully understand the way theRMS displays the information: example for RM level A or market segment of Public, it is a linear averagebetween two milestones for Y-1.
收益经理应完全了解收益管理系统显示信息的方式:例如 A 级收益管理级别或公共市场分类,这是上一年两个里程标之间的线性平均数。

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