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Essay / Revenue Management in the Hospitality Industry - 1015
IntroductionToday, the use of revenue management has changed dramatically over the past few decades. As revenue management shows its importance in the industry, revenue managers now have more strategic roles than simply analyzing and applying opening and closing rates and forecasting them for the weeks and months to come. They are now responsible for controlling revenue from other revenue-generating assets of the hotel. They also became closely associated with marketing colleagues, interacting with competitors and predicting their actions. Taking all these changes, RM is evolving much faster than the role. What is revenue management? “Revenue management or RM is the process or actions that enable you to sell the right product to the right customer, at the right time and at the right price. maximize revenue from a company's products. (Cross, 1998). In other words, RM is an essential instrument for matching supply and demand by dividing customers into different segments based on their purchasing capacity and allocating capacity to different segments in a manner that maximizes revenue of a particular company (Ivanov, 2012). )Today, all hotel chains and small private hotels have their own revenue plan for 1 year, 5 years and in some cases up to 20 years. The hospitality industry is one of the most rapidly evolving industries; because it must always meet each customer's requirements and industry standards. Revenue managers must face new standards of customer service and a high level of competition. History of Revenue Management Revenue management is a relatively young discipline. It's a story that begins in the early 1980s, when the airline industry began using revenue management practices after government deregulation... middle of article...... Ivanov, S. and Zhechev, V. (2012). Hotel revenue management – a critical review of the literature. Kaplan, AM and Haenlein, M. (2010) Users of the world, unite! The Challenges and Opportunities of Social Media Business Horizons 53 (1) 59-63. Mahmoud, A. Revenue management: creative strategies and additional sources of income. Retrieved from http://hotelexecutive.com/business_review/3191/revenue-management-the-creative-strategies-and-additional-sources-of-revenueMcGuire, K. PhD (2012) Revenue management meets social media. Retrieved from http://hotelexecutive.com/business_review/2814/revenue-management-meets-social-media-taking-advantage-of-social-data-and-channelsSalerno, N. (2014) Hotel Marketing Guide to Management income. Retrieved from http://www.hotelmarketingcoach.com/i-Rates About (2014). Accessed March 21, 2014 from http://www.i-rates.com/about.php