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Abstract(s)
A presente dissertação retrata o contacto da indústria hoteleira com a importância do departamento de Revenue. O Revenue Management adquiriu um papel fundamental dentro do setor hoteleiro no processo de criação e otimização de receita. Este conceito de gestão assenta numa prática de política de preços de maneira a otimizar ou maximizar os lucros da organização. Baseia-se em modelos matemáticos de simulações e previsões de tendências de procura de segmento de mercado, estudos de concorrência e fator humano na hora de decisão da melhor estratégia. Com esta dissertação pretendeu-se demonstrar a importância de um Revenue Manager na obtenção de maior receita em cadeias hoteleiras ou hotéis individuais em Portugal de 3, 4 e 5 estrelas. Mais especificamente, objetivou-se conhecer as características mais valorizadas para a função de Revenue Manager em Portugal; identificar o espectro tecnologico atualmente utilizado pelas unidades hoteleiras e qual a sua representatividade; conhecer os indicadores de desempenho mais valorizados em Portugal e os KPI´s mais importantes; se há uma relação entre a classificação da unidade hoteleira e a existência de um departamento de RM; se existe uma relação ente a localização geográfica da unidade hoteleira e a utilização de ferramentas de RM; se a função desempenhada está relacionada com a utilização de ferramentas de RM e se as cadeias de hotéis utilizam mais ferramentas de RM do que hotéis individuais. Assim, desenvolveu-se um estudo de matriz transversal, descritivo-correlacional e de natureza quantitativa, cujo instrumento de recolha de dados foi o questionário adaptado de Costa (2017). A amostra é constituída por 110 inquiridos, que atribuíram muita importância ao Revenue Management nas unidades hoteleiras. Deste modo, pode concluir-se que é fundamental a implementação e formação desta área em Portugal.
This dissertation portrays the contact of the hotel industry with the importance of the Revenue department. Revenue Management has acquired a fundamental role within the hotel sector in the process of creating and optimizing revenue. This management concept is based on a pricing policy practice in order to optimize or maximize the organization's profits. It is based on mathematical models of simulations and forecasts of market segment demand trends, studies of competition and human factor when deciding the best strategy. With this dissertation it was intended to demonstrate the importance of a Revenue Manager in obtaining greater revenue in hotel chains or individual hotels in Portugal of 3, 4 and 5 stars. More specifically, the objective was to know the most valued characteristics for the function of Revenue Manager in Portugal; to identify the technological spectrum currently used by the hotel units and their representativeness; to know the most valued performance indicators in Portugal and the most important KPIs; whether there is a relationship between the classification of the hotel and the existence of an RM department; whether there is a relationship between the geographical location of the hotel and the use of RM tools; whether the function performed is related to the use of RM tools and whether hotel chains use more RM tools than individual hotels. Thus, a cross-sectional, descriptive-correlational and quantitative study was developed, whose data collection instrument the questionnaire was adapted from Costa (2017). The sample consists of 110 respondents, who attached a lot of importance to Revenue Management in the hotel units. Thus, it can be concluded that the implementation and training of this area in Portugal is fundamental.
This dissertation portrays the contact of the hotel industry with the importance of the Revenue department. Revenue Management has acquired a fundamental role within the hotel sector in the process of creating and optimizing revenue. This management concept is based on a pricing policy practice in order to optimize or maximize the organization's profits. It is based on mathematical models of simulations and forecasts of market segment demand trends, studies of competition and human factor when deciding the best strategy. With this dissertation it was intended to demonstrate the importance of a Revenue Manager in obtaining greater revenue in hotel chains or individual hotels in Portugal of 3, 4 and 5 stars. More specifically, the objective was to know the most valued characteristics for the function of Revenue Manager in Portugal; to identify the technological spectrum currently used by the hotel units and their representativeness; to know the most valued performance indicators in Portugal and the most important KPIs; whether there is a relationship between the classification of the hotel and the existence of an RM department; whether there is a relationship between the geographical location of the hotel and the use of RM tools; whether the function performed is related to the use of RM tools and whether hotel chains use more RM tools than individual hotels. Thus, a cross-sectional, descriptive-correlational and quantitative study was developed, whose data collection instrument the questionnaire was adapted from Costa (2017). The sample consists of 110 respondents, who attached a lot of importance to Revenue Management in the hotel units. Thus, it can be concluded that the implementation and training of this area in Portugal is fundamental.
Description
Keywords
Unidades hoteleiras Revenue Management Marketing relacional Hotel units Relational marketing