酒店管理会所__喜达屋RevPAR_Training
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FAIR MARKET SHARE
The percentage of the hotel’s available rooms compared with the average total competitor set.
Fair Market Share = Sheraton Avail. Room Room Avail. Of Comp. Set X 100 %
What is Central Marketing Delivery ( CMD) ?
Central Marketing Delivery is a measure of the
percentage of a hotel’s Gross Rooms Revenue (GRR) that is delivered by Starwood Sales and Marketing programs and Resources.
What can you do to achieve the impossible goal RevPAR Index 200 :
Taking market share of other hotels Enhance room volume Maintain average rate Room up-selling Maximizing CMD
ACTUAL MARKET SHARE
The percentage of a hotel total room sold compared with the total room sold of competitor set
Actual Market Share = Sheraton Room Occupied X 100 % Room Occupied of Competitive Set
REVPAR Formula : Total Rooms Revenue = REVPAR Total Rooms Available REVPAR is influenced by : 1. Average rate. 2. Rooms Volume
RGI Formula
E.g. Sheraton REVPAR Average REVPAR Competitive Set Average REVPAR Competitive Set : Total REVPAR Competitive Set 6 = Aver. REVPAR Comp. Set X 100 % = Sheraton RevPAR Index
Central Marketing Delivery components are :
Central Reservation Office ( CRO ) Global Distribution System( GDS ) Global Sales Office ( GSO ) Frequency Delivery : - Starwood Preferred Guest ( SPG ) - Airline Frequent Flyer Choice Program Team HOT
Who are our competitors ?
1. Hilton 2. Crown Plaza 3. Ciputra 4. Imperial 5. Quality ASPAC
Competitive Set :
Hotel competitors + Sheraton Bandara
REVPAR ( Revenue per Available Room ) How do we measure REVPAR?
Measuห้องสมุดไป่ตู้ement :
1. RevPAR Index ≥ 100 → We’re taking away market share of competitor 2. RevPAR Index < 100 → Our market share is taken by competitor
What drives RevPAR Index
What is RevPAR Index
RevPAR Index is the Revenue Index generated by our hotel compared with the hotel competitors.
Components
:
A. REVPAR ( Revenue Per Available Room ) B. Competitive Set
A. Average rate B. Rooms Volume
:
How should we drive Average Rate ? Ensure all rates are loaded in Central Reservation
Office and Global Distribution System ( Central Marketing Delivery ) .