Final internship report revenue management: an internship at NH Hotels

• Autor(a) principal: Meijden, Jelmer van der
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.1/15084
• topic: Cadeia NH; Sector hoteleiro; Gestão de rendimento; Visão global; Enquadramento teórico; Domínio/Área Científica::Ciências Sociais::Outras Ciências Sociais

This document reports my experience as an intern at the revenue management department of NH hotels. Throughout this six-month internship, two revenue managers were supported with their daily task for a total of seven hotels. The objective of the internship was to see how NH hotels is optimising its revenue stream by analysing what kind of tools its revenue management team are using, as well as what activities they are performing. This report also offers a brief summary of the relevant literature on revenue management. Reviewing the extant literature was pivotal to ensure my internship’s success. In fact, knowing about the key papers, authors and results on revenue management helped me prepare to face what was coming from a practical standpoint. I derived two main conclusions from this internship. First, as suggested by the literature, I now strongly believe that, in order to maximise revenue, hotels must use their scarce resources effectively, which suggests moving away from mass prices and marketing and instead concentrating on tailor-made offers to their customers. NH hotels is accomplishing this using Duetto’s open-pricing principles to offer the optimal price to match each segment’s willingness to pay. Second, there seems to be a gap between theory and practice regarding what concerns revenue management. In particular, NH hotels generally complies with the revenue management process as described by Ivanov (2014). Theoretically speaking, however, such process is described as an order of steps that the revenue management team should continuously perform, when in practice, we see that such steps are intertwined and often done performed at the same time.