华油房间收入管理

RevenueManagement收入管理3.Revenue Management Process收入管理程序1.BasicStrategy基本战略2.RevenueManagement收入管理5StarsServiceversus4StarsService五星级服务与四星级服务有何不同?What’sthedifference?Thestaffknowswhattheyaresupposedtodo&theyhaveanideaaboutwhatgreatserviceis.员工知道他们需要达到的标准,并且了解优质服务的概念•Mistakesarealwaysreviewed总结过失•Followthroughisalwaysdone不断跟进•Bestemployeesarealwaysrecognized肯定优秀员工•Everyoneworksliketheyhaveapersonalstakeinthehotel将工作视为已任•Goodisnevergoodenoughtheystrivetobeperfectallthetime没有昀好,只有更好•Alwayschallengestheirteamstogetbetter不断促进团队发展4starshotelisreputable四星级的服务是优质的5starshoteldemandexcellencefromeveryoneeveryday五星级的是持续的卓越服务Wellthat'sok达到标准就好It'snotthatbad还不坏It'llbeperfectnexttime“下次会更好It‘saboutamentality:心态问题:-awayofworking工作方式-discipline纪律-disdainforanythingmediocre只求更好ServiceCulture服务文化ServiceCultureisnotjustoneinteraction.Itisthemoment-by-momentcommitmentto&unfoldingof,genuinecaringthatshowsineveryinteractionwithourguests&ourstaff.服务文化不是一次简单的互动。而是在与顾客或员工交流过程中时刻的，毫无保留的真诚服务Leadersvisiblysupport&nurtureit,managersreinforceit&staffsbreatheit—daily每天需要领导者的支持与鼓励，经理人的加强，员工的感知Asyouentersuchanenvironment,you“feel”energized,positive&engaged:youknowyouaremakingadifference.当进入这样的环境中，您会感觉到受激励，积极的，充实的；并坚信会创造出与众不同的结果Aservicecultureisaboutdevelopingrelationships,notjustsellingservices.Throughourhonesty,integrity,empathy&caringattitude,wedeveloptrust,bothinternally&externally服务文化是在拓展人际关系，而非仅仅的销售服务。通过我们真诚的，正直的，热情的，关杯的态度，创建内部及外部的信任感BrandExperience品牌经历Thereisnouniformservicestandardforhotels.Eachonemaintainsitsownstyle&hasitsownwayofservingcustomers.“酒店间没有统一的服务标准。每一家都有自己的风格，为顾客提供独特的服务。Peoplethinkintermsofbrandedservices,ratherthanoverallbestpractices.与其解释为“品牌服务”，不如说是所有昀好的经历Whenwetalkaboutbrand,wefindmostofthewordsweareusingareaboutemotionalconnection&helpingpeopletorestore,relax,refresh&improvetheirlives.当谈及品牌，发现经常提到如下词语：情感联系，使人们恢复体力，放松，精神振作，提高居住品质Ittakesalotmorethanacomfortablebed&ahotmeal,thosethingsaretakenforgranted.品牌涵盖不应仅局限在舒适的床，可口的饭菜，这些都是我们理所当然要提供的9Westin’s‘HeavenlyBed’威斯汀的‘天堂般的床’9HiltonMoment-It’speopledoingreallynicethingsforyou,butnotastheexceptionbutastherule希尔顿时光–为您提供了昀佳的经历。不是一次特例，而是持久的惯例一使命与愿景Mission&VisionEnterprisecultureMissionofthehotel:TobethefirstclasshotelinGansu&createabrandforthenation.Purpose:loyalty,dedication,innovation&contribution.Goal:tocontenteachemployee&satisfyeachguest.Serviceconcept:offerdedicatedservice&pursuetheperfection.Managementconcept:attitudedetermineseverything,detailsdeterminewin&loss,whileharmonyaccomplishestheperfection.Operationconcept:returntotheemployees,client,society.Threeservices:individualizedservice,guideservice,goldenkeyservice.Fourdiligences:Bediligentinusingmindtothink;Bediligentinusinghandstopractice;Bediligentinusingeyestoobserve;Bediligentinusingearstolistenideasoftheguests&employees.Fourinitiatives:initiativetowelcome,Initiativetosmile,Initiativetopromote&initiativetoserve.企业宗旨阳光使命：创建甘肃一流酒店，造就民族阳光品牌。企业宗旨：忠诚、敬业、创新、奉献。企业目标：让每一位员工满意，让每一位客人满意。企业服务理念：用心服务，追求完美。企业管理理念：态度决定一切，细节决定成败，和谐成就完美。企业经营理念：回报员工，回报业主，回报社会。三个服务：个性化服务，导引服务，金钥匙服务。四勤：勤动脑，善于思考；勤动手，善于实践；勤用眼，善于观察；勤用耳，善于聆听客人和员工的心声四个主动：主动问好，主动微笑，主动推介，主动服务。Basic Strategy 基本战略DEMANDEXCEEDSSUPPLYSELECTMOSTPROFITABLEBUSINESSTOMAXIMIZE$$OVERTIMEDEMANDDOESNOTEXCEEDSUPPLYCAPTUREALLDEMAND&HOWCANWEINCREASEDEMANDFocus焦点把握现有需求和如何增加需求量需求=  供给需求 供给选择利润昀高的业务并全力使之利润昀大化RoomsRooms%RoomsLastYear%Occupied出租客房Available提供客房Occupied出租率ARR出租房均价Revenue客房收入RevPar整体客房均价RevPar去年均价Change变化率HtlHotel酒店10,28817,96857%1931,9711109713%1Competitor对手13,2555,73557%2136941211210%2Competitor对手22,9685,30156%139413785055%3Competitor对手35,5039,11460%132728806719%4Competitor对手42,3524,27855%135318746220%5Competitor对手52,3315,51842%110256464210%Total合计26,69747,91456%1544,379917325%RevParIndex均价指数1.20CompetitorsPerformance竞争对手成绩“The hotel market is finally booming; so why is everyone‘s revenue up but mine ?”饭店业市场快速发展；为什么别的酒店的收益要比我们的多?CompetitorsSet竞争对手No.ofRoom房间数量Occ%入住率Rate房价RevPAR平均房价酒店名（甘肃阳光大酒店）22563%628396Competitor1（飞天大酒店）四星31240%391156Competitor2（锦江阳光大酒店）四星23647%403189Competitor3（雷迪森大酒店）四星20892%425391Competitor4（蓝宝石大酒店）四星14378%416324Lanzhou Legend Hotel兰州飞天大酒店ƒ362 elegantly furnished guest rooms and suites for business travelers and vacation seekersƒZen Chinese Restaurant 天上天中餐厅ƒTiffany Restaurant: seafood dinner buffet飞仙西餐厅ƒConference rooms & Grand Ballroom :500 peopleƒFood Corner Restaurant风味阁ƒSilkroadKaraoke and Disco丝之旅歌舞厅ƒhealth and games facilities兰州会所TARIFF 房型（价格单位：RMB）Room Type客房类型NumberRates(RMB)门市价Preferential Room Rate (InclSVC)现优惠房价(含15%服务费)Standard Room标准客房105800552Deluxe 豪华客房221860595Executive Deluxe 行政豪华房14960663Standard Suite 标准套房518001243Executive Suite 行政套房1519001311Executive Deluxe Suite 行政豪华套房121001449Presidential 总统套房19500‐香港订房处：香港皇后大道中99号中环中心5102－5103室Market Segmentation 市场划分10MarketSegmentsHotelHowarth07CorporateFIT15%26%LeisureFIT3%21%MICE74%17%Tour/Others8%36%Nationality Segmentation 客源国划分11NationalityHotelXianChina83.2%63.0%Asia(excludeChina)13.7%7.0%HK,TW,MC1.5%8.0%NorthAmercia0.8%8.0%Europe0.6%7.0%Others0.2%7.0%Total100.0%100.0%酒店划分标准PRC内宾（大陆）81