Abstract

The application of the overbooking process for different segments of the hotel services market requires the study of factors and prerequisites for influencing demand. The main problem faced by hotels when using overbooking is that, despite a set of booking requests that exceeds the total number of rooms, there is a lack of room capacity in the intervals between bookings. Hotel owners and managers, including those with a limited capacity, are increasingly interested in revenue management methods, but not everyone has managed to implement a system of Revenue Management, which is an integral part of effective management. On the one hand, a revenuemanager can optimize profitability and profitability not only from room sales, but also from other hotel revenue centers; on the other hand, knowing (analyzing) the habits of regular guests, it is possible to increase their loyalty by offering a personalized approach to providing special conditions for hotel services. Determining the potential of bookings and their impact on the total revenue of a hotel is based on an arsenal of data on needs in the general economic aspect, which form the interests, expectations, and priorities of consumers in choosing a hotel service. From the perspective of market relations, it is the needs of consumers that are the basis for the formation of consumer demand for hotel services. In the practical context of distribution of hotel services, the main dispute in the formation of a room reservation guarantee system is reflected in the content of compensation processes for reasons of no-show or early departure. In accordance with this statement, the fundamental content, prerequisites and benefits of using overbooking for the guest are the flexible consumption, at the level of the hotel enterprise – it is to ensure the process of managing the occupancy as a set of separate areas of planning and maximizing revenues. However, it is worth noting that the increasing application of overbooking depends on individual decisions of the hotel company and requires differentiation of the hotel service, which, in particular, involves expanding the price plan, introducing new methods in the process of their promotion and transforming distribution. The problem is that the level of overbooking is determined primarily by the method of trial and error and can lead either to resale of rooms and forced relocation of guests or to an unreasonably large quantity of vacant rooms and a lack of revenue.

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