Loading...
Publication
Estudo da implementação de Revenue Management em hotéis de três, quatro e cinco estrelas localizados em Portugal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.59 MB | Adobe PDF |
Authors
Abstract(s)
Os hotéis enfrentam desafios na maximização das receitas devido à natureza
imprevisível do mercado, sazonalidade, concorrência, e comportamentos do
consumidor, tornando difícil planear quantas unidades vender, a que preço e a quem.
Revenue Management (RM) é uma ferramenta que ajuda os gestores de hotéis a tomar
decisões informadas, utilizando sistemas de informação e técnicas de preços para
alocar capacidade aos clientes certos, ao preço e no momento certo. Ao categorizar
eficazmente os clientes e ajustar os preços com base na procura e na segmentação, os
hotéis podem otimizar recursos e aumentar a rendibilidade. Os revenue managers (RMs)
qualificados desempenham um papel crucial na implementação de práticas de RM e as
suas funções e características são essenciais para que os hotéis tenham sucesso num
mercado competitivo.
Os objetivos deste estudo englobam a avaliação da aplicação das práticas de
RM em hotéis de três, quatro e cinco estrelas localizados em Portugal, com foco na
identificação das ferramentas utilizadas. Além disso, a investigação visa verificar a
existência de profissionais com formação específica em RM, explorando as funções e
características mais importantes.
A abordagem metodológica escolhida é de natureza descritiva, empregando
métodos quantitativos e questionário como instrumentos de recolha de dados. O estudo
assenta numa revisão de literatura sobre o tema o que se revela fundamental para a
elaboração do questionário.
Os resultados da pesquisa indicam uma ampla adoção do RM nos hotéis em
estudo, com todos os estabelecimentos confirmando a implementação de práticas. As
ferramentas mais comuns incluem análise da concorrência, dynamic pricing e previsões.
A presença de RMs com formação específica é reconhecida como importante, sendo
que as características essenciais de um RMr incluem formação específica em RM e
habilidades analíticas. A gestão de tarifas é destacada como função crucial, juntamente
com a previsão e de análise dos indicadores de desempenho para otimizar a
rendibilidade hoteleira.
Hotels face challenges in maximizing revenues due to the unpredictable nature of the market, seasonality, competition, and consumer behavior, making it difficult to plan how many units to sell, at what price, and to whom. Revenue Management (RM) is a tool that assists hotel managers in making informed decisions by using information systems and pricing techniques to allocate capacity to the right customers, at the right price, and at the right time. By effectively categorizing customers and adjusting prices based on demand and segmentation, hotels can optimize resources and increase profitability. Qualified revenue managers (RMs) play a crucial role in implementing RM practices, and their functions and characteristics are essential for hotels to succeed in a competitive market. The objectives of this study encompass evaluating the application of RM practices in three, four, and five-star hotels located in Portugal, with a focus on identifying the tools used. Additionally, the research aims to verify the presence of professionals with specific RM training, exploring their most important functions and characteristics. The chosen methodological approach is descriptive in nature, employing quantitative methods and questionnaires as data collection instruments. The study is grounded in a literature review on the subject, which is fundamental for the development of the questionnaire. The research results indicate widespread adoption of RM in the studied hotels, with all establishments confirming the implementation of RM practices. The most common tools include competitive analysis, dynamic pricing, and forecasting. The presence of RMs with specific training is recognized as important, with essential characteristics of an RMr being specific RM training and analytical skills. Tariff management is highlighted as a crucial function, along with forecasting and performance indicator analysis to optimize hotel profitability.
Hotels face challenges in maximizing revenues due to the unpredictable nature of the market, seasonality, competition, and consumer behavior, making it difficult to plan how many units to sell, at what price, and to whom. Revenue Management (RM) is a tool that assists hotel managers in making informed decisions by using information systems and pricing techniques to allocate capacity to the right customers, at the right price, and at the right time. By effectively categorizing customers and adjusting prices based on demand and segmentation, hotels can optimize resources and increase profitability. Qualified revenue managers (RMs) play a crucial role in implementing RM practices, and their functions and characteristics are essential for hotels to succeed in a competitive market. The objectives of this study encompass evaluating the application of RM practices in three, four, and five-star hotels located in Portugal, with a focus on identifying the tools used. Additionally, the research aims to verify the presence of professionals with specific RM training, exploring their most important functions and characteristics. The chosen methodological approach is descriptive in nature, employing quantitative methods and questionnaires as data collection instruments. The study is grounded in a literature review on the subject, which is fundamental for the development of the questionnaire. The research results indicate widespread adoption of RM in the studied hotels, with all establishments confirming the implementation of RM practices. The most common tools include competitive analysis, dynamic pricing, and forecasting. The presence of RMs with specific training is recognized as important, with essential characteristics of an RMr being specific RM training and analytical skills. Tariff management is highlighted as a crucial function, along with forecasting and performance indicator analysis to optimize hotel profitability.
Description
Keywords
Revenue Management Revenue manager Hotelaria Turismo Hospitality Tourism