601 Ana Chavarria, front office manager at The Times Hotel, has completed a revenue management semi- nar at Keystone University and is preparing an argu- ment in favor of adopting this concept at The Times Hotel to present to Margaret Chu, the general man- ager. She begins by compiling a history of room occupancy and ADRS, which she hopes will reveal areas in which revenue management could help. She prepares an electronic spreadsheet that lists rooms sold with corresponding room rates and correlates the data to tourism activities in the area. Ana sends an analysis of revenue realized and revenue potential to Ms. Chu for review prior to their discussion After reviewing the analysis, Ms. Chu concludes, "This is just another scam; the industry is slow to adopt this," and disregards the entire report. She knows that occupancy percentage, ADR, and RevPAR are all you need to be efficient today, so why change? Ana passes Ms. Chu in the lobby, and Ms. Chu indicates her distrust of the revenue management concept but says she will listen to Ana’s presentation tomorrow. What tips could you give Ana to help her present a sound case for the adoption of revenue manage- ment?
601
Ana Chavarria, front office manager at The Times Hotel, has completed a revenue management semi- nar at Keystone University and is preparing an argu- ment in favor of adopting this concept at The Times Hotel to present to Margaret Chu, the general man- ager. She begins by compiling a history of room occupancy and ADRS, which she hopes will reveal areas in which revenue management could help. She prepares an electronic spreadsheet that lists rooms sold with corresponding room rates and correlates the data to tourism activities in the area. Ana sends an analysis of revenue realized and revenue potential to Ms. Chu for review prior to their discussion After reviewing the analysis, Ms. Chu concludes, "This is just another scam; the industry is slow to adopt this," and disregards the entire report. She knows that occupancy percentage, ADR, and RevPAR are all you need to be efficient today, so why change? Ana passes Ms. Chu in the lobby, and Ms. Chu indicates her distrust of the revenue management concept but says she will listen to Ana’s presentation tomorrow. What tips could you give Ana to help her present a sound case for the adoption of revenue manage- ment?
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