Estrategias de implantación del yield managementel caso de la hotelería madrileña
- Talón Ballestero, Pilar
- Figueroa Domecq, Cristina
- Vacas Guerrero, Catalina
- Pindado García, Julio (coord.)
- Payne, Gregory (coord.)
Publisher: Escuela Superior de Gestión Comercial y Marketing, ESIC
ISBN: 978-84-7356-556-1
Year of publication: 2008
Volume Title: Ponencias
Volume: 1
Pages: 22
Congress: Asociación Europea de Dirección y Economía de Empresa. Congreso Nacional (22. 2008. Salamanca)
Type: Conference paper
Abstract
The new tourism environment has confirmed prices control as one of the most important tools for achieving competitive advantages in a hotel distribution market based on Internet. Yield Management is the management philosophy whose central objective is the optimization of prizes and capacity and consequently a basic process innovation for hotels; though the implementation of this management tool has to be combined, in many cases, with the use of technology to improve its results. The aim of this work is to evaluate the strategy adopted by 3, 4 and d 5 stars hotels of Madrid in relation with cost control and Yield Management. In order to answer this question we present the results of a study done in 2006 whose objective was to analyze the innovation strategies of these hotels and the impacts obtained. Also, a special emphasize is given to de different strategies followed by different types of hotels, based on their category and type of property (hotel chains or independent hotels).