Variable pricing in hotel industry: a case study forbudget hotel in Indonesia  

Oleh:

Rasyanti, Alina H. ; Kuo, Chia-Wei ; Yu, Vincent F. ; Masruroh, Nur Aini

Jenis: Article from Proceeding
Dalam koleksi: The 14th Asia Pacific Industrial Engineering and Management Systems Conference (APIEMS), 3-6 December 2013 Cebu, Philippines, page 1-8.
Topik: variable pricing; revenue management; budget hotel; resource allocation
Fulltext: 1151.pdf (789.12KB)

Isi artikel

The rising popularity of revenue management (RM) as a strategy to effectively allocate price and perishable resources nowadays is unquestionable. Relevant literatures in the context of RM are kept developing with their respective complexities, unexceptionally for hotel revenue management. However, not all of RM basic concepts could be applied tobudget hotels. This research therefore attempts to implement RM strategy in a more practical way through variable pricing, in abudget hotel in Yogyakarta, Indonesia. There are two customer segments involved in revenue calculation, namely group and business customers. Variable pricing is implemented to obtain the optimum price for each month whereas revenue is achieved from simulating several scenarios under various conditions. Comparison of all scenarios proves that employing variable pricing will provide better outcome and the result can be a good reference for the hotel decision maker in the future.

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