HOTEL REVENUE MANAGEMENT: FROM THEORY TO PRACTICE

HOTEL REVENUE MANAGEMENT: FROM THEORY TO PRACTICE – Stanislav Ivanov – Zangador 2024

Qui è possibile scaricare un documento sul Revenue Management Management Alberghiero a cura di Stanislav Ivanov

Per tutto il materiale, si ringrazia la Dottoressa Ernesta Panarello.

Testo di riferimento: Ivanov, Stanislav. (2014). Hotel Revenue Management: From Theory to Practice. 10.13140/RG.2.1.2714.8960.

In questa sezione trovi delle citazioni estratte dal testo di riferimento relative al primo articolo: “Semplifica la gestione della tua azienda con i nostri software gestionali.” Per ciascuno sono presenti le relative citazioni alle ricerche scientifiche.

Efficienza dei software gestionali:

• “The processing of large databases is impossible without appropriate RM software (Pucciani & Murphy, 2011) hotels that employ it gain a strategic advantage over those that rely on intuitive decisions only and have improved financial performance (Gursoy & Icoz, 2006; Pekgun et al., 2013)”
  Pagina: 28 .

Importanza dell’integrazione dei dati in tempo reale:

• “It is important that all bookings and purchases of guests are registered in the internal database of the hotel in a timely manner so that the revenue manager […] have real-time information about the financial and operational statistics for their respective departments (Ivanov, 2014).”
  Pagina: 69 .

Applicazione dei software di revenue management:

• “Specialised RM software (would) help them manage the revenues of the accommodation establishments better… Chain hotels are willing to pay more for RM software than independent properties and 5-star hotels are willing to pay more than 2- and 3-star establishments (Ivanov, 2014).”
  Pagina: 171 .

Moduli tipici dei software RM:

• “RM software usually includes several modules. The database module contains and analyses enormous amounts of primary data on bookings: number of bookings, length of stay, prices by distribution channels, and historical patterns (Ivanov, 2014).”
  Pagina: 28

In questa sezione trovi delle citazioni estratte dal testo di riferimento relative al secondo articolo: “Porta la tua azienda online al successo con la nostra consulenza in Web Marketing!” Per ciascuno sono presenti le relative citazioni alle ricerche scientifiche.

Presenza online e canali di distribuzione:

• “High market visibility and wide online presence of the hotel in different distribution channels (GDSs, OTAs, tour operators, chain’s online reservation system, property’s website, etc.) significantly enhance the value perceived by customers (Ivanov, 2014).”
  Pagina 95​.

Rilevanza dei siti web e social media:

• “Websites of competitors and distributors and their social media profiles are an invaluable source of information regarding their prices, market positioning strategies, current promotions, etc. Social media could be actively used in the data collection process (Ivanov, 2014).”
  Pagine 69-70​​.

 Comunicazione del valore:

• “The emphasis on communicating the value of the product to the target customers rather than decreasing the price enhances the perceived value and drives customer decisions in favor of the property (Ivanov, 2014).”
  Pagina 95​.

Strategie di posizionamento e SEO:

• “Advertising in order to utilize the ‘I’ve-seen-it-on-TV’ effect as people trust familiar products. High visibility through online advertising and proper segmentation ensures that the product reaches its intended audience effectively (Ivanov, 2014) .”
  Pagina 95​.

In questa sezione trovi delle citazioni estratte dal testo di riferimento relative al terzo articolo: “Massimizza i tuoi profitti con una strategia di Revenue Management su misura!”Per ciascuno sono presenti le relative citazioni alle ricerche scientifiche.

Definizione di Revenue Management
“Revenue management involves utilising various tools such as pricing strategies and customer segmentation to optimise revenues. It aims at offering the right product to the right customer at the right price and time, aligning with demand patterns (Ivanov, 2014).”

• Fonte: Capitolo 1, Pagina 12​.

Segmentazione del Mercato e Targeting
“Segmentation helps identify the ‘right’ customers for the hotel by grouping them into distinct market segments based on needs, behaviors, and profitability. This process allows tailoring offers and strategies specific to each segment (Ivanov, 2014).”

• Fonte: Capitolo 6, Pagina 59​.

Strumenti di Revenue Management e Prezzi Dinamici
“Dynamic pricing is an essential strategy that adjusts room rates based on demand and occupancy. It ensures maximum RevPAR by reflecting real-time market conditions, which can result in higher profitability when applied effectively (Ivanov, 2014).”

• Fonte: Capitolo 11, Pagina 104​.

Importanza dei Software RM
“Hotels using RM software for demand forecasting and pricing gain a strategic advantage over those relying solely on intuitive decision-making. Such systems include modules for customer segmentation, pricing, and analytics (Ivanov, 2014).”

• Fonte: Capitolo 3, Pagina 28​.

Strategie di Prezzo e Bundle
“Bundling services (e.g., accommodation with spa services) can stimulate consumption of additional services, increasing total revenue. The package price is typically lower than the sum of individual services, making it more attractive (Ivanov, 2014).”

• Fonte: Capitolo 11, Pagina 108​.

Monitoraggio e Adattamento Continuo
“Effective revenue management requires constant monitoring and adaptation of strategies to ensure alignment with market trends and demand forecasts (Ivanov, 2014).”

• Fonte: Capitolo 7, Pagina 35​