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Advisor(s)
Abstract(s)
O Revenue Management é facilmente descrito como a técnica de gestão comercial
que ajuda a vender o produto certo, no momento certo, ao cliente certo, na tarifa certa e
através do canal de distribuição mais adequado. No entanto, existe todo um processo
complexo e analítico na sua essência que leva à criação e maximização das receitas.
O presente relatório surge após o período de estágio curricular, na unidade hoteleira
Crowne Plaza Porto, hotel da cadeia IHG e tem como principal objetivo o estudo dos
canais de distribuição e a otimização de tarifas.
No desenvolvimento do estudo foi delineada uma abordagem metodológica
qualitativa, com base na realização de entrevistas semiestruturadas a Revenue
Managers, com a finalidade de analisar o impacto dos canais de distribuição e da
otimização de tarifas nas unidades hoteleiras, bem como de conhecer as estratégias
aplicadas por estes profissionais quanto aos temas em destaque.
O objetivo final do estudo é dar a conhecer o funcionamento do departamento de
reservas e Revenue Management do Hotel Crowne Plaza Porto e compreender de que
forma podem os canais de distribuição e a otimização de tarifas contribuir e afetar as
unidades hoteleiras.
No âmbito da presente investigação foram definidos os principais canais de
distribuição utilizados pelas unidades hoteleiras, assim como o impacto e peso que cada
uma destas tem dentro das organizações; identificadas as estratégias de maximização da
receita ao recorrer a Account Managers das OTA de forma a criar um forecast preciso e
posteriormente aplicação das restrições de Yield; observadas as possíveis perdas de
rentabilidade ocorrentes das disparidades de preço causadas pelos metasearch;
analisadas as estratégias para a otimização de tarifas tendo por base uma correta
definição do business mix, e posteriormente uma análise ao contexto micro e macro
económico com recurso aos feeder markets e on the books para a definição do forecast
e terminando com a aplicação das estratégias de Yield para levar a um aumento do ADR
e melhor gestão de inventário.
Revenue Management is described as the commercial management technique that helps to sell the right product, at the right time, to the right customer, at the right rate and through the most appropriate distribution channel, but there is a whole complex and analytical process in its essence that leads to the creation and maximization of revenue. This report is the result of the curricular internship period at the Crowne Plaza Porto hotel, part of the IHG chain, and its main objective is the study of distribution channels and the rate optimization. Along the study, a qualitative methodological approach was outlined, based on semistructured interviews with Revenue Managers with the final objective of analyzing the impact that distribution channels and rate optimization have on hotel units and to comprehend the strategies applied by these professionals on the highlighted topics. The final objective of the study is to demonstrate how does Reservations and Revenue Management department function in Crowne Plaza Porto hotel an understand how distribution channels and rate optimization can contribute and affect hotel units. In this research the main distribution channels used by the hotel units were defined as well as the impact and weight of these in each organization; elaboration of revenue maximization strategies by contacting OTA’s Account Managers in order to create an accurate forecast and apply Yield restrictions; analyzation of possible losses of profitability arising from price disparities caused by metasearch; delineation of rate optimization strategies by defining the business mix, analyze macro and micro context using feeder markets, on the books and forecast and ending with Yield restrictions application to drive ADR and manage the inventory correctly.
Revenue Management is described as the commercial management technique that helps to sell the right product, at the right time, to the right customer, at the right rate and through the most appropriate distribution channel, but there is a whole complex and analytical process in its essence that leads to the creation and maximization of revenue. This report is the result of the curricular internship period at the Crowne Plaza Porto hotel, part of the IHG chain, and its main objective is the study of distribution channels and the rate optimization. Along the study, a qualitative methodological approach was outlined, based on semistructured interviews with Revenue Managers with the final objective of analyzing the impact that distribution channels and rate optimization have on hotel units and to comprehend the strategies applied by these professionals on the highlighted topics. The final objective of the study is to demonstrate how does Reservations and Revenue Management department function in Crowne Plaza Porto hotel an understand how distribution channels and rate optimization can contribute and affect hotel units. In this research the main distribution channels used by the hotel units were defined as well as the impact and weight of these in each organization; elaboration of revenue maximization strategies by contacting OTA’s Account Managers in order to create an accurate forecast and apply Yield restrictions; analyzation of possible losses of profitability arising from price disparities caused by metasearch; delineation of rate optimization strategies by defining the business mix, analyze macro and micro context using feeder markets, on the books and forecast and ending with Yield restrictions application to drive ADR and manage the inventory correctly.
Description
Relatório de estágio
Keywords
Revenue management Canais de distribuição Otimização de tarifas Hotel Crowne Plaza Porto Distribution channels Rate optimization Crowne Plaza Porto Hotel