Predicting Profitability: Leadership in Revenue Management
预测收益率: 收益管理中的翘楚
收益管理多年以前就成为了酒店管理行业的流行词。将正确的房间在正确的时间以正确的价格卖给正确的顾客是一种挑战。那么澳大利亚的酒店做得正确吗？我们与Denwol 集团首席营运官Harold Kopelowitz 和TFE酒店销售与分销团队主管及BMIHMS校友Shaizeen Contractor 一起讨论他们关于成为酒店行业中成功收入管理人的10个秘诀。
1.与老板的关系很重要: “经理需要与老板友好相处。双方都需要理解彼此的需求。除了利润之外，这是收入管理最重要的方面。你只是一类人中的一个，你可以成为鼎鼎有名的大品牌，但如果无法与职员相处融洽，你根本无法获得成功。有的时候，作为老板你必须投一部分没有直接回报的资金” Harold 说.
2.你需要站在老板的角度想问题: “我站在老板的角度想问题，做最有利于公司利益的事情。这需要很大程度的信任。老板必须相信经理。如果犯了错误，就诚实认错，向前看，试着弥补这个错误。透明度是极其重要的，” Shaizeen 说。
3.采取亲身实践的方法: “参与公司业务的方方面面可以更容易进行收益管理，为酒店确定最高效的房间配置，” Shaizeen说。
4.研究，研究，研究: “研究对收入管理极其重要。我们进行市场研究以全面地了解市场。我们构建了完整的市场分析，而后决定酒店适合哪一个消费层次。不同的酒店定位是大不相同的。我们会根据需求和客户要求更改配置——无论是商务旅行还是家庭等类型，” Shaizeen说。
5.认可位置的重要性: “酒店的位置是影响收益管理决策制定的极其重要的因素，通常会影响收入的底线。如果酒店位于市中心，你可能会出售大量与会议预定相关的客房和餐饮服务。如果是位于机场附近，你可能会发现早餐很难卖，因为大家都是乘坐早班飞机。位置绝对是收益管理策略的核心因素。“Harold说。
6.动态价格是未来发展方向: “动态价格是收益管理者或酒店经理决定未来某天根据需要发布的价格点。例如，一家悉尼酒店冬天周日晚上的房价可能是150美元，但如果第二天有活动，如City 2 Surf长跑活动，则可以把价格改为350美元。房间能够以双倍价钱出售的比率是多少呢？你是更希望套房以1000美元一晚，每年5晚的方式出售；还是将它分隔为两个房间，每个房间以350美元的价格出售，全年入住率达到80%呢？收益管理者工作的一部分是了解这些因素并准备频繁改变价格点。在我看来，一切都趋向于动态价格，” Shaizeen 说。
7.提供酒店折扣时要小心: “我认为，你必须真正理解什么时候和为什么提供这个折扣。如果你想要向并不总是在你的酒店入住的人推销，那么20%的折扣对他们来说已经是非常大的优惠了。有时候客人更喜欢附加价值—例如”入住送餐“比优惠的房价更能吸引人。你需要理解客户并迎合其需求，” Harold和 Shaizeen 补充说。
8.成功的标准: “我们通过每间可销售房净收入和净利润评估收入。REVPAR (每间可销售房净收入) 是酒店行业的金融标准，以平均每日房价和入住相乘计算。我们考虑每个方面的成本分布，佣金，预定费等等 — 考虑了所有情况之后，哪里可以给我们带来最好的回报？一旦发现了这一点，我们就围绕这一点做出基本决策” Harold 说。
9.在收益管理者身上寻找的优秀特质: “仅身为优秀的统计学家是不够的。你需要了解这个行业并更加注重整体分析，而不是只关注数字。酒店行业是激动人心的行业。它是如此的有活力，你渴望与他人分享这份激情,” Harold 说。
10.给想要从事收入管理行业的人的建议: “如果你想从事收入管理行业，你必须对酒店行业充满激情 — 由衷热爱自己的事业。同时，你也需要明白如何驾驭自己的事业；对分配渠道有透彻的理解；了解一些金融知识，以及具有营销自己策略的能力” Shaizeen建议。
“考虑了所有情况之后，最重要的还是激情。如果从头再来一次，我仍乐意选择从事并研究酒店管理。现在在这个领域，收益管理者的机会太丰富了！” Harold 说。
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Predicting Profitability: Leadership in Revenue Management
Revenue Management has been a hospitality industry buzzword for many years. The challenge is to sell the right rooms to the right customer at the right time for the right price. So are hotels in Australia getting it right? We sat down with Harold Kopelowitz, Chief Operating Officer for the Denwol Group, and Shaizeen Contractor, Group Director of Sales & Distribution for TFE Hotels and alumnus of BMIHMS, to discuss their top ten tips for succeeding as a revenue manager in the hospitality industry.
1.Owner relationships are crucial: “Managers need to get on with owners. Both need to understand each other’s requirements. After profit, this is the single most important aspect of revenue management. You’re only a sum of the people; you can be a big, shiny brand but unless you have that connectivity with staff, you simply won’tsucceed.
Sometimes as an owner you need to make an investment even though there’s no immediate pay off,” Harold says.
2.You need to think like an owner: “I think like an owner and do what has to be done in the best interest of the business. It has a lot to do with trust. Owners have to feel confident in you as managers. Be upfront if you’ve made a mistake; be honest and then move forward and try and fix it. Transparency is extremely important,” Shaizeen notes.
3.Adopt a hands-on approach: “Being involved in all aspects of the business makes it much easier to approach revenue management and decide on the most efficient room configurations for properties,” says Shaizeen.
4.Research, research, research: “Research is absolutely crucial to revenue management. We do market research to ensure that we have in depth knowledge. We build an entire market analysis and then decide what segments will actually fill the hotel. This varies greatly between properties. We will change configurations depending on need and demand from customers – whether its business trips, families, and so on,” Shaizeen says.
5.Recognise the importance of location: “The location of your hotel is a huge factor in revenue management decision making and will always impact your bottom line. If your property is city centric, you may sell a lot of rooms and meals due to conference bookings. At the airport, you may find you struggle to sell breakfast because people have early flights. Location is absolutely crucial to your revenue management strategy,” says Harold.
6.Dynamic pricing is the way of the future: “Dynamic pricing is the price point that revenue managers or hotel managers decide to put on for a particular day in the future, depending on demand. For example, in a Sydney hotel during winter on a Sunday night, the rate might be $150, but if there’s an event on the following Sunday, like the City 2 Surf, I can charge $350. How often is that room actually sold at the increment it’s priced at? Would you rather your suite sold five times a year at $1000, or would you rather reconfigure that room to be two separate rooms sold 80% of the time for $350 each time? Part of a revenue managers job is understanding all those drivers, and being prepared to change price points frequently. In my opinion, everything is moving towards dynamic pricing,” Shaizeen says.
7.Be cautious when offering hotel discounts: “I think you have to really understand where and why you’re offering that discount. If you are marketing it to people who don’t normally stay with you, a 20% discount might reel them in. Sometimes customers prefer value –for example, a ‘buy one get one free’ meal instead of a cheaper room rate is more appealing. You just need to understand the customer and cater to their needs,” Harold and Shaizeen note.
8.How to measure success: “We measure our returns based on net REVPAR and net profit. REVPAR (Revenue Per Available Room) is a hotel industry financial metric calculated by multiplying the average daily rate by the percentage occupancy. We look at cost of distribution of every channel, commissions booking fees etcetera – who is giving us the best return at the end of the day? Once we’ve worked that out, we base decisions around this,” Harold says.
9.Qualities to look for in a revenue manager: “If you’ve got someone who is a brilliant statistician, it just isn’t enough. You need to understand the industry and have a more holistic approach, not just focus purely on numbers. The hospitality industry is an exciting industry. Its so dynamic; you want someone who shares that excitement,” Harold says.
10.Advice for people interested in a career in revenue management: “If you want a career in revenue management, you need true passion in terms of the hotel industry – you genuinely have to love what you do. You also really need to understand ‘ driving your business; a thorough understanding of the distribution channels; some finance knowledge and finally, the ability to sell your strategy,” Shaizeen advises.
“At the end of the day, it’s all about the passion. If I were living my life again I would love to have gone and studied hotel management. There’s so much opportunity in this industry now for revenue managers.” Harold says.
For more videos and insight to studying hospitality in Australia, and careers within the hospitality industry, please visit the BMIHMS YouTube Channel.
For more information on BMIHMS courses, click here.
http://www.bluemountains.edu.au/2015/09/predicting-profitability-leadership-revenue-management/
【原文引自】：http://www.gheac.com/thread-7990-1-1.html
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