Benchmarking

hotel benchmarking cours 2 cf doc 1 Benchmarking in Tourism Industry Studies of bbenchmarking within the intrnational tourism industry involves hotels (profit oriented tourism biusinesses- restaurant, resort...) 2 types of measure: Qualitative: customer satisfaction Quantitative: occupancy rate, RevPar, GOP Both are used for collecting data from questionnaire surveys, sources and observations. As Ceo, managers... you need to oonsider when launching a new marketing program how much research has been complete, by whom and how will that research be evaluated ! What is the review and the evluation process for considering renovations and their impact on guest loyalty, on going cost ( frais generaux) and by whom it is done? Does anyone consider all elements on sustainability such as water, energy, recycling? How much time is given tto trainning, improvement? When was the last time when the managers interaccts with the guests ( in order to deal with problem) ? How much does your staff understand about the overall financial visibiliity? You need to explain the numbers in the objectives you set in order to make sure that customers understand the goals! Trends are even more important than numbers; many person have underline the importance of benchmarking in hotel industry: Matwoni (1906) Five stage model ffor quality management, Kozak and Rimmington (1998): performance information gap; Boger (1999): the current discounting practices in hotels; Philips & Moouthino studdy in 1999: They propose a marketing tool : strategic or marketing planning index which measure the effectiveness (occupancy percentage, average room rate, growth in sales per room), efficiency (return on investement and profit margin) and adaptability (the number of successful new services and products). Occupancy rate: Total sold (occupied) rooms / Total available rooms Prix moyen: Chiffre d'affaire hebergement / Nombre de chambres vendues RevPar: Total room revenu / Total available rooms Chiffre d'affaire hebergement: Total nb of rooms x occ rate x prix moyen How benchmarking can help hotelier to improve thir profitability? Knowing your position in your market is essential to making strategic decisions. Online benchmarking tools helps you to perform in a competitive environment on a daily, monthly and yearly based. The benifits is that youy compare hotel indicators, profitability info, relevant info in marketing, opertions and devlopment areas, choose one or more competitive sets, choose standard management reports, choose customized output such as mobile soluttions dor blackberry/iphone, be in compliance with UE competion regulations. Hotels data collect and analyze data issued frrom the Night Auditor Report: Manager report (revenues sources), Market statistics (detailed segment of production (corporate, leisure...)), Guest in-house (individuals & groups segments), Control panel (booking status for the next days) Collected metrics enable hotelier to benchmark the room departement, the market segmentatiion, the F&B outlets, the conference facilities, overheads, expenses, utilities costs, payroll and profits Key hotel metric: RevPar, TrevPar, GOPpar (total GOP), Payroll benchmark the performances vs the competitors. Market Intelligence Reports give access to exclusiv information about international markets: Hoteliers gets a total insight in a market place. fufufffiuf iuio