Price Discrimination as a Hotel Revenue Management Tool - From Theory to Practice

Purpose This study aims to explain briefly the history and the future of revenue and yield management, offering a graphical visual model to identify the main internal and external elements to be faced by revenue managers. Design/methodology/approach Stemming from what happened in the past, the authors predict the key elements in revenue management moving forward. Findings The authors discuss four notable emerging themes for a fertile revenue management application: organizational culture; dynamic pricing, both in terms of intertemporal price discrimination and inventory controls; personalized pricing; and distribution channels. Originality/value The paper offers informative knowledge to revenue managers and academics working in the area of strategic yield and revenue management.

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Revenue Management in Portugal

Strategies for Promoting Sustainable Hospitality and Tourism Services - Advances in Hospitality, Tourism, and the Services Industry ◽

10.4018/978-1-7998-4330-6.ch007 ◽

2020 ◽

pp. 97-121

Author(s):

Marine Ferreira ◽

Teresa Dieguez

Keyword(s):

Revenue Management ◽

Hotel Industry ◽

Management Tool ◽

Future Research ◽

Quantitative Methodology ◽

Business Growth ◽

The World ◽

New Challenges ◽

Price Management ◽

Hotel Managers

The world is constantly changing, and the hotel industry is one of the sectors where we can feel it the most. Nowadays, the hotel market is dynamic, diverse, difficult, and dangerous, which creates new challenges for hotel managers, particularly in terms of revenue, creation, and optimization. In order to overcome that, revenue management emerges as a crucial price management tool to face competitiveness and business growth. This study aims to analyze the practices and advantages of revenue management, as well as understand if its implementation in Portugal influenced the revenue and growth of the hotel industry. It also intends to analyze whether there is adequate revenue training or if further training should be required. A quantitative methodology was used, and 284 answers were collected. From those answers, 115 were validated, analyzed, and discussed. Conclusions were made, and finally some limitations were presented as well as suggestion for future research.

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