TECHNOLOGY : REVENUE MANAGEMENT
MORE MONEY ,
MORE PROBLEM $
Revenue managers are being challenged to optimize more than room rate .
by NATHAN GREENHALGH , ASSOCIATE EDITOR
In reaction to the burgeoning presence of the large tech companies as “ metamediaries ” in the online travel sphere , revenue managers are studying their hotels ’ position on the online travel booking timeline and how it compares to the metamediaries . At June ’ s HSMAI Revenue Optimization Conference in Minneapolis , Minnesota , revenue managers packed sessions that featured representatives from Facebook and Google outlining their companies ’ plans for online travel .
At the same time , hotel revenue management is maturing beyond optimizing transient room rate . Revenue managers at the conference shared ideas for which metrics best optimize other revenue streams and supplement RevPAR , and how to best collaborate with other hotel departments . Old tactical arguments remain unresolved , though , as revenue managers are still divided about the effectiveness of lowering rate to stoke demand .
“ There seems to be a realization or recognition that there is more to revenue management than just rates and inventory ,” says Cindy Estis Green ,
www . hotelsmag . com September 2013 HOTELS 55