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Informationen zum Autor KELLY A. McGUIRE leads SAS's Hospitality Global Practice. She is an analytics evangelist, helping SAS's hospitality clients realize value from big data and advanced analytics. She also led product management and business strategy for SAS's pricing and revenue management analytics, working closely with IDeaS Revenue Solutions. Kelly has a PhD in Revenue Management from the Cornell Hotel School. Klappentext T he evolution of the digital economy has enabled consumer behavior to become more quantifiable. As a result, the role of revenue managers has changed from a tactical orientation to a strategic approach involving pricing, total hotel revenue management, and a customer-centric methodology to developing demand. Hotel Pricing in a Social World demystifies the modern practice of revenue management to ensure revenue managers develop the knowledge and skills they need to meet today's challenges and take advantage of profitable new opportunities. Based on research from leading experts and firsthand experiences of the author and revenue leaders from around the world, practical coverage guides hotel revenue managers to make the best decisions about data, technology, and business processes to move their business forward. Everything you need to be competitive today and into the future is inside--from innovations in analytics and technology improving pricing decisions, the expanding role of revenue management, and such broader strategic opportunities as personalization initiatives. Along the way, you'll gain skills that will elevate your value in your company and the industry, including: Using pricing to improve reputation, drive market share, reinforce branding initiatives, increase guest loyalty, and attract new owners and investors Identifying the best circumstances to apply price optimization as opposed to traditional inventory optimization Dissecting analytics to uncover opportunities to improve decision making in revenue management as well as across the entire organization Creating intelligent demand management, where marketing generates demand during needed periods and promotional demand is accounted for in pricing and allocation decisions Developing a pricing strategy based on user-generated content Boosting other revenue-generating assets with a versatile revenue management framework Whether you want to become top talent or attract it to your hotel, Hotel Pricing in a Social World is your single-source solution. Zusammenfassung Take control of revenue management in the new hotel economy Hotel Pricing in a Social World: How to Drive Value in the New Hotel Economy is an insightful resource that provides guidance on improving organizational decision making to keep your hotel relevant! from a pricing standpoint! in the often chaotic hotel landscape. Inhaltsverzeichnis Foreword xiii Acknowledgments xvii About the Author xxi Part One New Analytics for a New Environment: The Evolution of Hotel Revenue Management Analytics, Technology, and Data 1 Chapter 1 The Social World Has Changed Revenue Management Forever 3 The Changing Marketplace 6 The Evolution of the Revenue Management Function 7 What to Expect from This Book 10 What's in This Book 13 Chapter 2 Demystifying Price Optimization 17 A History Lesson: Yield Management in the Airlines 20 Then Things Changed . . . 22 Price Optimization 24 What is Optimization? 27 And the Money Came Rolling In . . . 36 Additional Reading 40 Revenue Management Perspectives 41 Notes 45 Chapter 3 Big Data, Big Analytics, and Revenue Management 47 What is Big Data? 50 Where Big Data Meets Big Analytics for Revenue Management 61 Data Visualization and Big Data 63 Responsible Use of Big Data 67 Conclu...
