6酒店收益管理.ppt

6酒店收益管理
Pricing 定 价
（1）差异定价
差异定价策略就是根据顾客不同的需求特
征和价格弹性向顾客执行不同的价格标准。
收益管理的差异定价策略中的“价格歧视”问题
价格歧视（priitions. The strength of customer demand, the quality of the products, the availability of alternative products and services, the time of day, the day of week, and the season of the year are all critical factors in determining price.
动态定价是指根据市场条件发生变化来制定价格，用来取代单一的定价形式。市场需求的高低，产品的质量，产品和服务的可替代性，时间性，季节性，都是影响定价的关键因素。
Characteristics of Fixed and Dynamic Rates固定价格和动态价格的特性
Fixed Rates 固定价格
Static and do not fluctuate based on demand
价格不随需求的变化而变化
Contracted based on volume expectations
根据房量和预估签订合同
Reviewed / re-negotiated based on actual production
根据实际房量续签合同
Availability maybe restricted due to rates contracted on some room types only or due to RM restrictions based on ‘hurdle pricing’
合同房型可预订性会受收益管理限制.
Limited flexibility to optimize demand / price
在优化需求/价格方面缺少灵活性
Dynamic Rates动态价格
Market Rates
市场价格
Fluctuate based on :
以下的因素都会引起价格的变化
Demand / Supply conditions
需求/供给的条件
Seasonality
季节性
Day of Week
日期性
Competitor Pricing
竞争对手的价格
Available at most points in time
最大化的实现可预订性
需求和固定价格的关系
需求和动态价格的关系
Earlier Forms of Hotel Dynamic Pricing早期酒店动态定价形态结构
Rack – Standard Rate
Structured Discounts - Semi Demand Based
Adhoc One Time Discounts – Relationship Based
Adhoc Negotiated Discounts – Relationship / Volume Based
0%
5%, 10%, 15%, 20%
7% - 40%
> 20%
门市价
折扣价
旅行社一次性折扣价
旅行社协议性折扣价
Sample Rate Structure
简单的价格结构
Rate Level
Occupancy Level
Room Rate
Dynamic Rate
(10% off BAR)
1
100%
$200
180
2
95%
$170
153
3
90%-94%
$140
126
4
85%-89%
$130
117
5
80%-84%
$125

6
75%-79%
$120
108
7
70%-74%
$115

8
65%-69%
$110
99
9
60%-64%
$100
90
10
55%-59%
$95

11
50%-54%
$90
81
12
< 50%
$85

Inventory Controls 客房存量控制
（1）酒店客人停留时间控制
（duration control）
（2）酒店客房容量控制
（capacity control）
（3）酒店客房升级销售(upselling)
（4）酒店客房超额预订(overbookin