In Revenue Management, You Can Have Good Timing AND Good Forecasting
By Dan Skodol, VP, Data Science & Analytics at Cendyn
I recently read a piece about an international resort company that introduced a Revenue Management System (RMS) within the last five years. Like many resort properties around the world, their hotels have a high degree of dependence on contracted tour business and other leisure-oriented distribution channels. Because of the long lead-time associated with forming these contracts, "timing" is a very important focus of Revenue Management as missing a contract season means missing out on bookings that are essential to their performance.
While hotels may not have as much ongoing control as they'd like over structured contracts once they are within their booking horizon, there are still some key decisions and levers to pull at contract time that would benefit largely from having a forecast in place ahead of time. Hotels need to understand and anticipate segment mix by season, length of stay patterns, value associated with each segment (even better if that value extends beyond rooms revenue to look at ancillary streams and profit), and when demand is expected to materialize.
First and foremost, a hotel should have a specific overall volume target they anticipate needing to reach via contracts, driven by the forecast. Perhaps the resort can negotiate guarantees during peak periods, or rates that are percentages of current BAR as opposed to fixed rates. With a forecast of anticipated need periods, the hotel and third party can agree on more attractive terms for the latter in order to drive volume. The more granular the forecast, the more precise the parties can be in negotiating mutually beneficial terms. Finally, a hotel needs to know what other contracts it may or may not pursue, or otherwise fall victim to a "first-come, first-served" result that would favor the first-movers.
One may argue that it is difficult or impossible to formulate an accurate forecast so far ahead of time. That is not a valid reason to forego a forecast entirely, or even discount its importance. Even the least bit of advance information or remote prediction can help shape important decisions in a hotel's favor. If I told you I could roll a pair of dice such that rolling a four, five, or six on each die was even slightly more likely than rolling the other numbers, it would probably lead you to conclude I'll be rolling more nines and tens on the pair. This may not end up as too accurate of a prediction, but it could help out in a craps game. Likewise, your hotel forecast, regardless of its accuracy, will help steer you in the right direction in your third-party negotiations. As with any negotiation, understanding your alternatives is what ultimately prevents you from giving up more than you need.
In summary, your hotel doesn't need to sacrifice forecasting for timing or vice-versa - both will be important in maximizing results. If you share the challenges of the resort company described here, think about the key decisions that you are faced with during contract season and identify as part of your Revenue Management strategy how a forecast will help guide those decisions.
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The Rainmaker Group, a Cendyn company, is the premier provider of revenue and profit optimization solutions to the hospitality industry. Rainmaker's intelligent profit platform helps hotels, resorts and casinos optimize revenue, drive increased profitability, save valuable time & outperform competitors. As part of Cendyn, Rainmaker offers a complete set of software services for the industry, aligning marketing, sales and revenue teams to optimize their strategies and drive performance and loyalty across their business units. To learn more about Cendyn and its suite of hotel revenue management and profit optimization solutions, visit LetItRain.com or www.cendyn.com.
Cendyn is the leading innovative cloud software and services provider for the hospitality industry. With a focus on integrated hotel CRM, hotel sales, and revenue strategy technology platforms, Cendyn drives sales, marketing and revenue performance for tens of thousands of hotels across the globe. The Cendyn Hospitality Cloud offers a complete set of software services for the industry, aligning marketing, sales and revenue teams to optimize their strategies and drive performance and loyalty across their business units. With offices in Boca Raton, Atlanta, Boston, San Diego, London, Munich, Singapore, Sydney, Bangkok and Tokyo, Cendyn proudly serves clients in 143 countries, delivering over 1.5 billion data-driven, personalized communications on behalf of their customers every year. For more information on Cendyn, visit www.cendyn.com.