Comunidad - RHR

Revenue Management – Pasado, Presente y Futuro.

jueves, junio 25, 2015

La estrategia de Revenue Management está basada bajo el principio de “vender el producto correcto, al cliente correcto, en el momento correcto y por el precio correcto”. Si fragmentamos este principio, al vender el ‘producto correcto’ hablamos de nuestras habitaciones, espacio de salones, centros de consumo, áreas de SPA, etc. Cada huésped o cliente potencial posee diferentes necesidades, por ello hablar del ´cliente correcto’ es vital a fin de poner sobre la mesa una propuesta de valor única que encaje con tales necesidades. Cada segmento de mercado (ej. corporativo, grupos, etc.) cuenta con necesidades específicas que varían al ir de un segmento a otro; el comportamiento de cada huésped o cliente difiere en relación al espectro tiempo, debido a ello, la propuesta tiene que estar enfocada en el comportamiento de compra; por poner un ejemplo y siguiendo con los segmentos que hemos mencionado, el segmento de negocios corporativo tiende a reservar con menor anticipación que un cliente grupal que reserva con mayor antelación debido a la naturaleza del mismo; es debido a tal espectro que mencionamos ‘momento correcto’. Solo una vez que hemos definido los 3 fragmentos del principio podemos como resultado proponer el ‘precio correcto’..

El éxito en el día a día engloba un rompecabezas conformado de 3 piezas vitales: Ventas, Revenue Management y Operaciones. Los líderes de ‘Ventas’ tienen como objetivo generar demanda, ‘Revenue Management’ servir de filtro con el objetivo de obtener el ingreso más rentable y ´Operaciones’ cuidando cada uno de nuestros huéspedes o clientes. Un cliente o huésped que se siente apreciado se convertiría como consecuencia en uno leal, generando de nuevo demanda, dando la oportunidad de encaminar el ingreso más rentable y proporcionado nuevamente la ocasión al área operativa de cuidar de él.

El ciclo de Revenue Management se compone de 3 elementos imprescindibles: Análisis, Estrategia y Evaluación; hacer un ‘Análisis’ objetivo permitirá generar ‘Estrategias’ con un enfoque de maximización, mientras que la ‘Evaluación’ proporciona a los líderes del área evaluar la efectividad de nuestras estrategias. El ciclo se mantiene en constante circulación, hacer la evacuación de nuestras estrategias nos llevara nuevamente al plano de diseño a fin de volver a analizar, colocar la estrategia y evaluar.

Revenue Management se mantiene en constante evolución, inicialmente el enfoque estaba en centrar esfuerzos sobre maximización de habitaciones, la medición de RevPAR (Revenue per Available Room) ha sido indicador clave que pone sobre una balanza las variables de ocupación y tarifa promedio. Este enfoque se ha expandido en visualizar un ambiente más robusto de cada una de las líneas de ingreso en los hoteles, TotPAR (Total Revenue per Available Room) se convierte en un indicador que muestra una radiografía de eficiencia en la maximización de los ingresos globales. El futuro en Revenue Management propone no solo analizar RevPAR y TotPAR sino ir más allá, es donde GopPAR (Gross Operating Profit per Available Room) sube al estrado mostrado el impacto de nuestras estrategias sobre el GOP (Gross Operating Profit).

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