The 5 Rs of Revenue Management
Originally, the definition of Revenue Management was selling the right product to the right customer at the right time for the right price. Over time, strategies have developed and evolved into an expanded discipline which now includes determining the right channel.
When was the last time you as a Revenue Manager looked at these components for your hotel? Are you analyzing this important data at least semi-annually – even better, quarterly?
[/et_pb_text][et_pb_image src=”https://tcrmservices.com/assets/5-Rs-of-RM.jpg” show_bottom_space=”off” _builder_version=”4.3.2″ transform_scale=”61%|61%” custom_margin=”-139px||-122px||false|false”][/et_pb_image][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.3.2″][et_pb_column type=”4_4″ _builder_version=”4.3.2″][et_pb_text admin_label=”inset – with asset managers and…” _builder_version=”4.3.2″ text_font_size=”16px” text_line_height=”2em” header_5_text_align=”center” header_5_text_color=”#ffffff” header_5_font_size=”20px” header_5_line_height=”1.7em” background_color=”#3685b6″ border_radii_tablet=”” border_radii_phone=”” border_radii_last_edited=”on|desktop”]With asset managers and management companies focused on profits,
make sure your strategy includes each of these 5 Rs of Revenue Management.
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_2″ admin_label=”RevPAR projections” _builder_version=”4.3.2″][et_pb_column type=”1_4″ _builder_version=”4.3.2″][et_pb_image src=”https://tcrmservices.com/assets/STR.jpg” _builder_version=”4.3.2″][/et_pb_image][/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.3.2″][et_pb_image src=”https://tcrmservices.com/assets/CBRE.jpg” _builder_version=”4.3.2″][/et_pb_image][/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.3.2″][et_pb_text _builder_version=”4.3.2″ text_font_size=”18px” text_line_height=”2em” header_2_line_height=”2em” custom_margin=”|15px|||false|false” custom_padding=”49px|39px|||false|false”]RevPAR projections for 2020
- Asian Hospitality predicts that RevPAR will remain flat
- Hotel News Now reports that both STR and CBRE show occupancy falling slightly and ADR showing a slight increase.
Savvy Revenue Management teams will use creativity
to generate strategies that can see gains in RevPAR and profit in 2020.
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row admin_label=”Headline – use the 5 Rs of Revenue Management…” _builder_version=”4.3.2″ custom_margin=”-34px||||false|false”][et_pb_column type=”4_4″ _builder_version=”4.3.2″][et_pb_text _builder_version=”4.3.2″ text_font_size=”16px” text_line_height=”2em” header_2_font=”||||||||” header_2_text_align=”left” header_2_line_height=”2em” header_3_font_size=”19px” header_3_line_height=”1.2em” module_alignment=”center” custom_margin=”||-35px||false|false”]Use the 5 Rs of Revenue Management to achieve hotel profitability in 2020
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row column_structure=”1_2,1_2″ admin_label=”the right customer” _builder_version=”4.3.2″][et_pb_column type=”1_2″ _builder_version=”4.3.2″][et_pb_image src=”https://tcrmservices.com/assets/seth-godin-1024×681.jpg” _builder_version=”4.3.2″][/et_pb_image][/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.3.2″][et_pb_text admin_label=”the right customer” _builder_version=”4.3.2″ text_font_size=”18px” text_line_height=”2em” header_2_font=”|600|||||||” header_3_font_size=”21px” header_3_line_height=”2em” header_4_font=”|600|||||||” header_4_text_color=”#7fc42e” header_4_font_size=”22px” header_4_line_height=”2em”]The RIGHT Customer
Target the right audience
Determine who the ideal customer is for your hotel. This will help direct your marketing funds and price your hotel accordingly.
What types of customers stay at your hotel? What demographics define the types of customers you attract? Families? Couples? Multi-generational guests?
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row admin_label=”the right customer 2″ _builder_version=”4.3.2″][et_pb_column type=”4_4″ _builder_version=”4.3.2″][et_pb_text _builder_version=”4.3.2″ text_font_size=”18px” text_line_height=”2em” header_2_font=”|600|||||||” header_3_font_size=”19px” header_3_line_height=”1.2em” custom_margin=”-40px||||false|false”]This is important because if, for example, your hotel is not popular with the more mature clientele, it might not make a difference that your AARP discount is 5% or 25%. Having this information available will help you accurately define your target market.
Where do your customers come from? Review your feeder cities to determine where you should be marketing. If most of your travelers are withing a 5-hour driving radius of your hotel, it would be wise to target guests in that area. Perhaps offering a special rate for guests in the tri-state area or a specific zip code would be effective. If your hotel attracts guests from certain countries, you could have a few amenities that they would find beneficial.
Booking windows also vary based on clientele and feeder cities. Knowing when each type of business books can help determine the most profitable business to attract and the best time to promote different types of business.
On your website, increase conversion by highlighting the attributes of your hotel that will appeal to your ideal customer. If your hotel attracts families that are in the drive-in market, you could promote parking, family activities in the area, breakfast or other options that would appeal to families when they stay with you.
Booking windows also vary based on clientele and feeder cities. Knowing when each type of business books can help determine the most profitable business to attract and the best time to promote different types of business.
Another step in determining the right time is that while most hotels are seasonal, each market has very different needs in each quarter. For example, Minneapolis is not busy in Q1, while Phoenix is in high season. Offering promotions based on seasonal needs can help you attract the right customer.
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row column_structure=”1_2,1_2″ admin_label=”the right price at the right time” _builder_version=”4.3.2″ custom_margin=”-24px||||false|false”][et_pb_column type=”1_2″ _builder_version=”4.3.2″][et_pb_image src=”https://tcrmservices.com/assets/demand-forecast.jpg” _builder_version=”4.3.2″ custom_margin=”4px||||false|false”][/et_pb_image][et_pb_text _builder_version=”4.3.2″ text_font_size=”18px” text_line_height=”2em” header_2_font=”|600|||||||” header_3_font_size=”19px” header_3_line_height=”1.2em” custom_margin=”-36px||||false|false”]Your unconstrained demand forecast can help you:
- Determine when you have opportunity to increase rate or eliminate discounts.
- Find dates that may need more assistance and possibly target specials to help increase demand.
The RIGHT Price at the RIGHT Time
Unconstrained demand forecast and high/low time considerations
Unconstrained Demand forecast looks at how many rooms you could sell if you had unlimited inventory. This is different from a monthly operational forecast.
To create an unconstrained demand forecast, consider how many rooms you have sold on a specific date, and how many rooms you could sell for that date. Creating a demand forecast for the year will help determine a marketing calendar to maximize the return on marketing dollars spent. This also helps synergize revenue management and marketing so they are working together to create a unified plan.
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row column_structure=”2_5,3_5″ admin_label=”the right product” _builder_version=”4.3.2″ custom_margin=”-12px||-48px||false|false”][et_pb_column type=”2_5″ _builder_version=”4.3.2″][et_pb_text admin_label=”The RIGHT Product” _builder_version=”4.3.2″ text_font_size=”18px” text_line_height=”2em” header_font=”|600|||||||” header_3_font_size=”21px” header_3_line_height=”2em” header_4_font=”|600|||||||” header_4_text_color=”#7fc42e” header_4_font_size=”22px” header_4_line_height=”2em”]The RIGHT Product
Shop your competition
When was the last time you really shopped your competition? If you haven’t conducted an in-depth review in the past 6 months, you might be losing out on revenue opportunities. Looking at each of your competitors on their brand sites, the OTA sites and Trip Advisor will help you understand what they are doing, and how guests are reacting to them.
[/et_pb_text][/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.3.2″][et_pb_image src=”https://tcrmservices.com/assets/reviews.jpg” _builder_version=”4.3.2″][/et_pb_image][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.3.2″][et_pb_column type=”4_4″ _builder_version=”4.3.2″][et_pb_text admin_label=”The RIGHT Product” _builder_version=”4.3.2″ text_font_size=”18px” text_line_height=”2em” header_font=”|600|||||||” header_3_font_size=”21px” header_3_line_height=”2em” header_4_font=”|600|||||||” header_4_text_color=”#7fc42e” header_4_font_size=”20px” custom_margin=”||34px||false|false”]Each hotel should have a list of the following regarding their competitors:
- what amenities they have at the hotel
- what specials they have in place each day
- who their top accounts are
This should be updated regularly, at least twice a year or as you notice a shift in your business.
Shop yourself
Now that you have detailed data on your comp set, do a thorough shop on your own property. How do you appear? Is all the information correct on your sites as well? Evaluate every area of opportunity and implement strategies accordingly.
Review the reviews
Reading your competitors’ guest reviews will help you determine how to sell against them as well as provide insight to what is happening at that particular hotel. It is imperative that you also respond to your own reviews – both the positive and the negative ones – with genuine, thoughtful responses. This opportunity for interaction will go a long way toward developing a bond with your guests and loyalty to your property.
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row column_structure=”3_5,2_5″ admin_label=”the right channel” _builder_version=”4.3.2″ hover_enabled=”0″ custom_margin=”-26px||||false|false”][et_pb_column type=”3_5″ _builder_version=”4.3.2″][et_pb_text _builder_version=”4.3.2″ text_font_size=”18px” text_line_height=”2em” header_2_font=”|600|||||||” header_3_font_size=”21px” header_3_line_height=”2em” header_4_font=”|600|||||||” header_4_text_color=”#7fc42e” header_4_font_size=”22px” header_4_line_height=”2em” custom_margin=”5px||||false|false”]The RIGHT Channel
Evaluate management/distribution
With so many ways for a customer to book your hotel, it is important to understand the cost of each distribution channel. Not all guests book the same way, and the cost of each channel can vary.
Most popular channels
- Hotel Direct
- GDS (Global Distribution Solutions)
- OTAs (Online Travel Agencies such as Expedia and Booking.com)
- hotel websites
[/et_pb_text][/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.3.2″][et_pb_image src=”https://tcrmservices.com/assets/Hotelogix.jpg” url=”https://www.hotelogix.com/hotel-solutions/how-to-improve-online-hotel-distribution-and-online-reputation-management.php” url_new_window=”on” show_bottom_space=”off” _builder_version=”4.3.2″ custom_margin=”|22px||-48px|false|false”][/et_pb_image][et_pb_text _builder_version=”4.3.2″ text_font_size=”12px” text_orientation=”center” custom_margin=”6px||||false|false”]
Graphic source: hotelogix.com
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row admin_label=”the right channel 2″ _builder_version=”4.3.2″ custom_margin=”-80px||||false|false”][et_pb_column type=”4_4″ _builder_version=”4.3.2″][et_pb_text _builder_version=”4.3.2″ text_font_size=”18px” text_line_height=”2em” header_2_font=”|600|||||||” header_3_font_size=”19px” header_3_line_height=”1.2em” custom_margin=”-31px||||false|false”]If most of your business comes from the OTA channel, but has a cost of 20% associated with it, it might be beneficial to try gaining more direct bookings with lower cost acquisition.
A Profit Launch Assessment can evaluate how your business is booking and the cost associated with this business. This helps you determine your most profitable channels.
This should be updated regularly, at least twice a year or as you notice a shift in your business.
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.3.2″][et_pb_column type=”4_4″ _builder_version=”4.3.2″][et_pb_text _builder_version=”4.3.2″ header_5_text_align=”center” header_5_text_color=”#ffffff” header_5_font_size=”20px” header_5_line_height=”1.7em” background_color=”#3685b6″ custom_margin=”-20px||-15px||false|false”]Reading your competitors’ guest reviews will help you determine
how to sell against them as well as provide insight to what is happening at that particular hotel.
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.3.2″][et_pb_column type=”4_4″ _builder_version=”4.3.2″][et_pb_text _builder_version=”4.3.2″ text_font_size=”18px” text_line_height=”2em” header_2_line_height=”2em”]Who, How, Where, When & Why of 2020
Whether 2020 proves to be a challenging year or smooth sailing, properties need to utilize every tool available. If used properly and frequently, your hotel will stand above the rest. Narrowing down who your customer is, how they are booking at your hotel, where they are coming from, when they are coming and why they should choose your hotel are great steps in helping your hotel gain share over the competitors.
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row column_structure=”2_3,1_3″ _builder_version=”4.3.2″][et_pb_column type=”2_3″ _builder_version=”4.3.2″ custom_padding=”22px|||56px|false|false”][et_pb_text content_tablet=”” content_phone=”” content_last_edited=”on|tablet” _builder_version=”4.3.2″ text_font=”||||||||” text_text_color=”#000000″ text_font_size=”13px” text_line_height=”1.5em” header_font_size=”32px” custom_margin=”||||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding=”||||false|false”]Jennifer Koll is Brand Systems Manager at Total Customized Revenue Management. She has worked with a wide variety of hotels, helping them maximize their revenues. Since starting at a small Inn during college, Jennifer has advanced to work with major Hotel brands and is certified in multiple Revenue Management systems. Jennifer holds a Bachelor of Science degree in Hotel and Restaurant Management from the University of Wisconsin.
[/et_pb_text][/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.0.9″][et_pb_image src=”https://tcrmservices.com/assets/casual-headshot.jpg” alt=”David Beaulieu, TCRM Executive” title_text=”David Beaulieu, CHIA – TCRM Director of Client Services” show_bottom_space=”off” _builder_version=”4.3.2″ transform_scale=”84%|84%” transform_translate=”-11px|-46px” module_alignment=”left” custom_margin=”28px||-91px|-21px|false|false” custom_padding=”|36px|||false|false”][/et_pb_image][/et_pb_column][/et_pb_row][/et_pb_section]