動(dòng)態(tài)定價(jià)-Slide1課件

DynamicPricing

動(dòng)態(tài)定價(jià)

WendyHuangRegionalDirector,RevenueManagement,GreaterChinaStarwoodAsiaPacificHotels&ResortsDeloitteReport

德勤報(bào)告Occupancy%

入住率%AverageRoomRate

平均房?jī)r(jià)RevPar

平均房間收入20062005Change

增減百分比20062005Change

增減百分比20062005Change

增減百分比Beijing74.176.1-2.7%90980413%67361210.0%HongKongSAR83.681.82.2%1383118017.1%115896519.7%Nanjing68.673.3-6.5%5645542.0%387406-4.7%Shanghai69.572.6-4.3%111710991.6%776798-2.7%Shenyang65.569.5-5.8%4213937.1%2762740.8%Shenzhen74.673.71.2%74066012.0%55148713.3%Xi’an58.654.37.7%4444371.6%2602389.5%WhatisDynamicPricing?

什么是動(dòng)態(tài)定價(jià)Dynamicpricingisofferingvariableratesforrooms,insteadoffixedrates,thatchangebasedonmarketconditions.Thestrengthofcustomerdemand,thequalityoftheproducts,theavailabilityofalternativeproductsandservices,thetimeofday,thedayofweek,andtheseasonoftheyearareallcriticalfactorsindeterminingprice.

動(dòng)態(tài)定價(jià)是指根據(jù)市場(chǎng)條件發(fā)生變化來(lái)制定價(jià)格，用來(lái)取代單一的定價(jià)形式。市場(chǎng)需求的上下，產(chǎn)品的質(zhì)量，產(chǎn)品和效勞的可替代性，時(shí)間性，季節(jié)性，都是影響定價(jià)的關(guān)鍵因素。CharacteristicsofFixedandDynamicRates

固定價(jià)格和動(dòng)態(tài)價(jià)格的特性FixedRates固定價(jià)格Staticanddonotfluctuatebasedondemand價(jià)格不隨需求的變化而變化Contractedbasedonvolumeexpectations根據(jù)房量和預(yù)估簽訂合同Reviewed/re-negotiatedbasedonactualproduction根據(jù)實(shí)際房量續(xù)簽合同AvailabilitymayberestrictedduetoratescontractedonsomeroomtypesonlyorduetoRMrestrictionsbasedon‘hurdlepricing’合同房型可預(yù)訂性會(huì)受收益管理限制.Limitedflexibilitytooptimizedemand/price在優(yōu)化需求/價(jià)格方面缺少靈活性DynamicRates動(dòng)態(tài)價(jià)格MarketRates市場(chǎng)價(jià)格Fluctuatebasedon:以下的因素都會(huì)引起價(jià)格的變化Demand/Supplyconditions 需求/供給的條件Seasonality 季節(jié)性DayofWeek 日期性CompetitorPricing 競(jìng)爭(zhēng)對(duì)手的價(jià)格Availableatmostpointsintime最大化的實(shí)現(xiàn)可預(yù)訂性需求和固定價(jià)格的關(guān)系需求和動(dòng)態(tài)價(jià)格的關(guān)系 CommonMisconception 理解上的誤區(qū)Biggerisbetter!Orwegiveyousomuchbusiness….越多越好，我們已經(jīng)給了你們這么多的生意……Howfarinadvancedoyoubook?(BookingPace) 一般提前多久預(yù)訂？Areyourbookingspredominantlyonthebusiestnightsforthehotel?(DOWDistribution) 你會(huì)在明顯繁忙的時(shí)候預(yù)訂酒店嗎？Onanaveragewhatisthelengthofstayofthebookingsyoumake(LOS) 一般來(lái)說(shuō)你預(yù)訂住幾天？Whicharethemonthsyoubookthemost(Seasonality) 哪幾個(gè)月份是你預(yù)訂最多的？Whicharetheroomcategoriesthatyoupredominantlybook(RoomType) 一般你會(huì)定什么樣的房型？ Itsnotallaboutrateand/orvolume…itsaboutoverallrevenue/profittothehotel 關(guān)系到酒店整體收入的因素Whatchannelsdoyoubook(ChannelDistribution) 你通過(guò)什么渠道預(yù)訂酒店？Doyoucancelorno-show(WashFactor)

你是否經(jīng)常取消預(yù)定或NO-SHOWWhatadditionalrevenueyoubringtothehotel?

Meetingpackages會(huì)議包價(jià)Banquets宴會(huì)In-housedining酒店內(nèi)用餐Laundry洗衣費(fèi)HSIA上網(wǎng)費(fèi)用BusinesstoHotelCompany 對(duì)整個(gè)酒店集團(tuán)的奉獻(xiàn)Performanceguarantee,whatshareofbusinessdoweget? 市場(chǎng)份額Hotelsarealsointerestedin

酒店感興趣的其他地方

EarlierFormsofHotelDynamicPricing

早期酒店動(dòng)態(tài)定價(jià)形態(tài)結(jié)構(gòu)Rack–StandardRateStructuredDiscounts-SemiDemandBasedAdhocOneTimeDiscounts–RelationshipBasedAdhocNegotiatedDiscounts–Relationship/VolumeBased0%5%,10%,15%,20%7%-40%>20%門(mén)市價(jià)折扣價(jià)旅行社一次性折扣價(jià)旅行社協(xié)議性折扣價(jià)SeasonalPricing季節(jié)定價(jià)Twocontractedrates兩個(gè)合同價(jià)格Givingyouthebestdealineachseason在不同的季節(jié)有最好的價(jià)格Nooverpayinginlowseasons淡季不需要多付CompleteDynamicPricing完全動(dòng)態(tài)定價(jià)TMC/ConsortiaCorporaterates(Global,Regional,Local)公司協(xié)議價(jià)Packaging套餐價(jià)DynamicPricing:CurrentTrend

動(dòng)態(tài)定價(jià)：目前的趨勢(shì)PackagingDynamicPricingExample

動(dòng)態(tài)定價(jià)套餐實(shí)例SampleRateStructure簡(jiǎn)單的價(jià)格結(jié)構(gòu)RateLevelOccupancyLevelRoomRateDynamicRate(10%offBAR)1100%$200180295%$170153390%-94%$140126485%-89%$130117580%-84%$125112.5675%-79%$120108770%-74%$115103.5865%-69%$11099960%-64%$100901055%-59%$9585.51150%-54%$908112<50%$8576.5RackRatesCorporateRateBestAvailableRatesPackageRatesFloatingPackageRatesPromotionalRatesWebRatesInternetOnlyRatesDynamicCorporateRatesFixedCorporateRates-LRACorporateLARRatesNettCorporateNLARRatesNettCorporateNLARRatesFixedCorporateRates-LRAWholesaleRates–LocalTAWholesaleRates–LocalFTODynamicWholesaleRates-CommissionableDynamicWholesaleRates-NettFixedTMCRatesDynamicTMCRatesRedemptionsRatesRetiredPersonsRateOwnersRatesAutomobileRatesMediaRatesIndustryRatesEmployeeRatesRackFRACKLPRGBAR1FBAR1PBAR1CNEG1PKGDICSLNR1PKGDICSBAR2FBAR2PBAR2CNEG2DICS3LNR2DICS2LNR3PKGDICS4RACKRATESDISCOUNTEDRATESPRICELEVEL1DISCOUNTEDRATESPRICELEVEL2/3VeryHighOccupanciesHighOccupanciesMedium–HighOccupanciesHowdohotelsmanageratesnow:當(dāng)今酒店的價(jià)格管理

RateBuckets/RateCategories價(jià)格種類(lèi)AdvantagesofDynamicPricing

動(dòng)態(tài)定價(jià)的優(yōu)勢(shì)Corporate公司Priceintegrityandconsistentsaving保持價(jià)格的誠(chéng)信及節(jié)約本錢(qián)Availabilityofawiderrangeofroomtypes可有多種可以選擇的房型范圍ReducedrelianceonLRAforguaranteedproductavailability減少對(duì)LRA的依賴(lài)ReduceworkloadinvolvedintheRFPprocess減少RFP過(guò)程中的工作量Abilitytohaveaccesstoalargernumberofhotelsthantraditionalfixedpricecontracting可選擇的酒店更多Hotel酒店ReduceworkloadinvolvedintheRFPprocess減少RFP過(guò)程中的工作量Abilitytoflexpricesinmarketswithhighdemanduncertainty,soastooptimizerevenues.靈活的價(jià)格可以幫助酒店在高需求量的時(shí)候優(yōu)化收入DisadvantagesofDynamicPricing

動(dòng)態(tài)定價(jià)的缺點(diǎn)Corporate公司Difficultyinbudgetingandallocatingaccommoda