|
| << vorige | volgende >> |
Tijdschrift beschrijving
Alle jaargangen van het bijbehorende tijdschrift
Alle afleveringen van het bijbehorende jaargang
Alle artikelen van de bijbehorende aflevering
Details van artikel 8 van 9 gevonden artikelen
| Titel: |
Hotel Yield Management in Practice: |
| Auteur: |
Sawhney, Sandeep Lewis, Robert C. |
| Verschenen in: |
Journal of hospitality marketing & management |
| Paginering: | Jaargang 1 (1993) nr. 2 pagina's 7-25 |
| Jaar: |
1993-01-05 |
| Inhoud: |
Yield management in practice is analyzed in this case study by calling nine Boston hotels and their chain 800 numbers over a period of nine weeks and asking for the same reservation for the same date in time. Rate quotation responses are followed by requests for lower rates until no lower rate is forthcoming. The trend of rate quotations is analyzed for fluctuations over the nine week time period to see if rate adjustments are made as the reservation date comes closer. These rate changes are compared with final occupancy figures and the hotels' self-reported yield management systems. Inferences are drawn about the utilization and effectiveness of the systems. The findings indicate that some hotels (and/or their 800 numbers) make very few rate changes or, if they do, they lower rates and the reservation date nears and it appears that the hotel will not sell out. This method follows the thinking that rates should be discounted when demand is inadequate. Contrarily, it does not follow the principle that non price-sensitive customers, business transients, make late reservations and should thus pay the highest rates in the sense of maximizing revenue as practiced by the airlines. Conclusions are drawn that at least five of the nine hotels do not utilize yield management effectively and taht three of the other four are not maximizing revenue on late reservations. In the final analysis, the research shows that to make hotel yield management systems as effective as those of the airlines, conditioning of the market will be a prerequisite. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 8 van 9 gevonden artikelen
| << vorige | volgende >> |