#酒店 ##酒店人#
Many people have the impression that revenue management is the only thing to do in high-star hotels, but in fact, for 0-3 star hotels, how to do a good job in pricing is also the key to increasing revenue.
Here are 5 formulas used in hotel pricing for your reference.
Part.1 A basic formula
[Hotel revenue = average room rate × number of rooms sold]
The hotel's turnover in a day = the average price of the room transaction on the day * the number of rooms sold on the day. If a hotel wants to increase its turnover, it is possible to increase its turnover by increasing occupancy or average room rates. That's what revenue management is all about – revenue growth.
The growth of turnover should take into account the two dimensions of average room rate and number of rooms sold, so as to avoid blindly pursuing occupancy rate, launching too many hot low-cost rooms, and selling more rooms, but the overall turnover may not be high.
Summer vacation has arrived, which is a good time of year for hotels to make profits, but we have found that some of our peers still have the following two types of problems:
1. Premature full house income is low
This year, many hotels have adjusted their pricing systems. There may be some peers who are not sensitive enough to market changes and fail to adjust prices in a timely manner. Although the house is full every day, the turnover does not necessarily increase much.
2. As soon as the summer vacation arrives, the price will soar, and the occupancy rate will not go up
Summer vacation is the peak season for many hotel peers every year, and at the beginning of the holiday, hotels will raise prices with reference to the same period last year, and as a result, the occupancy rate will be affected.
Both of these situations are extreme, and hotels should be good at using price leverage to leverage higher revenues during peak seasons:
First, pay attention to the market heat of cities and business districts. First of all, the hotel should pay attention to the changes in the overall traffic of the business district, and secondly, pay attention to the occupancy rate and room rate changes of the surrounding hotels (you can pay attention to the order frequency of competing hotels on Ctrip's extranet), and make adjustments at any time with reference to the changes of competitors.
Second, pay attention to the hotel occupancy. The hotel can report the order situation and occupancy rate in different time periods every day, and also pay attention to the number of inquiries from various channels, and adjust the price in time according to the popularity of the hotel.
Part.2 Two scenes
[Low Season + Peak Season]
From a macro point of view, the hotel can define a relatively obvious off-peak season according to the month of the year, for example, summer vacation is the peak season in many tourist resort areas.
From a micro point of view, hotels should combine their own segmentation, the regular trend of the occupancy rate during the week, the trend of the occupancy rate at each time of the day, and the inflow of OTA orders and offline individual customers, for example, the weekend occupancy rate of a business hotel may be lower than that of the middle of the week.
The hotel should rationalize and regulate the sales of room products according to the "off-peak" month and "off-peak period" of the hotel, including the allocation of available rooms for different room types and the dynamic adjustment of the price of available rooms.
1. For "off-season" months or periods
In addition to using various promotional tools on the platform, such as targeted promotions such as instant discounts for new customers in stores and advance booking discounts, to attract guests through strong discounts, you can also add benefits such as gift boxes to your room products to enhance product power.
2. For the "peak season" month or time period
For the "peak season" month or period of pre-embedded prices in advance, pay attention to the occupancy rate and dynamically adjust the price, find a balance between the occupancy rate and the average house price, and maximize the revenue.
Part.3 Three adaptation tools
[Price system, PMS system, data analysis]
For hotels to do revenue management execution, please prepare these 3 must-have tools in place:
1. Price system
The hotel should formulate a room rate system table for various types of rooms in different channels in line with the hotel's customer source structure and market conditions. For example, when setting a regular room rate, everyone knows to draw up the price list of each channel, such as individual customers, agents, members, agreements, teams, etc.
It is suggested that hotels should add one or several dimensions on this basis - when the availability of various room types is different, the corresponding selling price will build a more flexible room rate system.
2. PMS system
The PMS system is the first window for hotel data collection, and hotel managers should pay more attention to the system report data. "Data is insight", grasp more and more accurate customer information and customer history information of the store, understand the needs and preferences of customers, and we can be more handy and targeted when doing marketing planning and promotion.
3. Data analysis
Data analytics is the cornerstone of hotel sales. Hotels can see the rate system as a resource to use, the PMS system as the operating platform, and data analysis is the decision-making process that matches the two more effectively.
Data analysis can be divided into two directions, one is to compare with oneself, and the other is to compare with opponents.
(1) Compare with yourself: The hotel mainly refers to the year-on-year and month-on-month data. Because there are many differences in the off-peak season of hotels in different months, compared with the data of the same period last year, it is more suitable for making hotel decisions (of course, special circumstances should also be taken into account, such as the impact of the new crown epidemic this year).
(2) Compare with competitors: that is, market research in the usual sense. Hotels can check the ranking changes of the hotel on the OTA platform, the ranking changes of the surrounding competition, and the real-time selling price of hotels in the same business district at a relatively fixed time period every day.
Do a good job of OTA data analysis. At the same time, the hotel can also observe the real-time rate and sales status of the opponent through offline attention, telephone or in-person inquiries at the intended hotel. This kind of data can be used as a reference for the store's price adjustment service, knowing oneself and knowing the other, and targeting marketing.
Part.4 Four key words
[ Customer Source Structure + Channel Contribution + Stock Allocation + Best Price]
1. Customer source structure: mastering the customer source structure of the store is the premise of sales deployment
The customer source structure of the hotel can be seen at a glance according to the customer source data in the PMS system, but the premise is that the entry operation of the hotel front desk should be in place;
With the proportion of various platforms, channels, and types of customers, the average transaction price, preferred room types and other data, and the corresponding sales policy, there are eyebrows.
2. Channel contribution: grasping the contribution of each channel of the store is the premise of promotion
Through the analysis of PMS background data and OTA background data, hotels can quickly and accurately grasp the contribution details of each channel in a certain period of time.
The analysis data provided by Ctrip's EBK backend data center can help hotels plan to sell more accurately.
3. Stock allocation: According to the trend of the store's orders, formulate the corresponding allocation of surplus houses for sale
For hotels, they can find a high-quality channel to discuss cooperation, and after this kind of cooperation is reached, the hotel can greatly reduce the workload of dynamic price adjustment.
4. Best price: The hotel can adjust the price according to the order situation and stock changes
After completing the above three actions, the hotel can start the most "effective" part of revenue management - price adjustment.
Based on my personal experience, I would like to give you a small suggestion for reference:
When the remaining rooms of a certain room type are greater than 50%, an appropriate amount of special rooms can be considered to attract traffic;
When the remaining rooms are less than 50%, the normal channel selling price will be restored;
When the remaining rooms are less than 30%, you can consider appropriately increasing the house price;
When the remaining rooms are less than 10%, the price will be increased appropriately.
Hotels should adjust to the trend of their own bookings and the nature of their traffic in order to achieve optimal results.
Part.5 五个收益战术
(1) Hotel peak season: the price and volume are rising, and everyone is happy!
(2) Relatively stable traffic period: by improving the product strength of the hotel, to appropriately "pull up" the room rate; Raising the average price is not just a matter of raising or controlling or shrinking the placement of special prices, it is also a price increase.
(3) Relatively stable traffic: It is a good choice to obtain greater exposure and then obtain greater traffic through the delivery of promotional resources, such as Ctrip's "pyramid" free room exchange resources.
(4) Relative decline in traffic: through the greater improvement of product power, to maintain "repeat customers", and increase the retention rate through word-of-mouth communication.
During this period, the opening rate may decline slightly (due to restrictions on special prices), but the average price is stable and rising, and the overall revenue is not bad (pay attention to the calculation).
(5) Relative decline in traffic: Through the continuous, systematic and planned delivery of promotional resources, the hotel will be greatly exposed in a period of time, so that the occupancy rate will jump into a high level in the short term. The average price will fall because of the special price, but the opening rate has increased a lot and the traffic has skyrocketed.