Revenue Management Scenario Evaluation

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Revenue Management Scenario Evaluation
Revenue Management Scenario Evaluation Essay
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Updated: Sep 29th, 2022
Inventory allocation decisions are critical in hotel management, especially in driving marketing moves. Different performance matrices such as average daily rate (ADR), occupancy (Occ), and on-the-books (OTB) are used to determine the performance of the business. The data collected on the client segmentation, trends in bookings, seasonality, and setting rate makes it possible for the hotel managers to integrate and analyze these datasets to forecast their services demands1. The following observations on the Parmelia Hilton Perth data are essential to make recommendations for the Perth Royal Show expected within the city.

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Based on the hotel data and calculations done, the current occupancy rate is 53.57% compared to the same time last year when it was 51.61%. This reveals that the current bookings are higher than it was over the same period. However, the data also reveal that the hotel could actualize a 78.12% bookings rate at the end of the year. Based on the trend in the same period, it indicates that the current business operation is better than the previous year.

The hotel has a total of 1,988 rooms, which is a constant value that the hotel operates. As of the current statistics, 1,065 rooms have been booked compared to 1,026 booked at the same time the previous year. The current bookings generated total revenue of $275,865 compared to $279,895 generated at the same time a year ago. Consequently, this resulted in the last years ADR of $272.8 compared to this years $259.03. This trend is inconsistent as a higher rate booking rate experienced in the current period should result in more revenues. This indicates that the sales in the pricing of the rooms were lower in the current period.

Based on the trend and analysis conducted, the hotel should consider the following recommendations:

Increase marketing to reach the maximum possible number of clients possible. This is critical because the customers are increasing and showing great interest in the hotel.
The hotel should increase its booking prices since the number of customers is likely to increase due to the event
Bai, Yunmei, and Chun-Hung Tang. Determining the optimal group rate in the hotel industry. Journal of Revenue and Pricing Management (2020): 1-11.

Calculation Result
* Total Available Room: 284rooms * 7 days = 1,988 rooms

DOW Event Current OTB Same Time Last Year Last Year Actuals
Rooms ADR Rooms ADR Rooms ADR
Wednesday Perth Royal Show 142 $260.00 151 $255.00 242 $265.00
Thursday Perth Royal Show 150 $260.00 156 $290.00 284 $350.00
Friday Perth Royal Show 190 $300.00 188 $320.00 284 $369.00
Saturday Perth Royal Show 200 $315.00 196 $340.00 284 $380.00
Sunday Perth Royal Show Last Day 160 $200.00 145 $210.00 200 $250.00
Monday 123 $215.00 100 $200.00 142 $210.00
Tuesday 100 $215.00 90 $210.00 117 $210.00
Total for the period Occ=53.57% $259.03 Occ=51.61% $272.80 Occ = 78.12% $309.49
The process I calculated
Current OTB:
OCC: 1,065(room sold) / 1,988 () = 53.57%
ADR: $275,865(Revenue) / 1,065 (Room sold) = $259.03
Rooms ADR Revenue
142 $260.00 $36,920
150 $260.00 $39,000
190 $300.00 $57,000
200 $315.00 $63,000
160 $200.00 $32,000
123 $215.00 $26,445
100 $215.00 $21,500
1,065 $259.03 $275,865
Same Time Last Year:
OCC: 1,026 / 1,988 = 51.61%
ADR: $279,895(Revenue) / 1,026(Room sold) = $272.80
Rooms ADR Revenue
151 $255.00 $38,505
156 $290.00 $45,240
188 $320.00 $60,160
196 $340.00 $66,640
145 $210.00 $30,450
100 $200.00 $20,000
90 $210.00 $18,900
1,026 $272.80 $279,895
Last Year Actuals:
OCC: 1,553 / 1,988 = 78.12%
ADR: $480,636(Revenue) / 1,553(Room sold) = $309.49
Rooms ADR Revenue
242 $265.00 $64,130
284 $350.00 $99,400
284 $369.00 $104,796
284 $380.00 $107,920
200 $250.00 $50,000
142 $210.00 $29,820
117 $210.00 $24,570
1,553 $309.49 $480,636
Bai, Yunmei, and Chun-Hung Tang. Determining the optimal group rate in the hotel industry. Journal of Revenue and Pricing Management (2020): 1-11.
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