ISTM 2010 ISTM 2010

Chng 2B
CC VN V DOANH CC VN V DOANH
THU CA KHCH SAN THU CA KHCH SAN
ADR ADR OCCUPANCY OCCUPANCY REVENUE REVENUE
REVPAR REVPAR - - GOPPAR GOPPAR
REVENUE/ YELD MANAGEMENT REVENUE/ YELD MANAGEMENT
Sales & Marketing for Hotels & Resorts
ISTM 2010 ISTM 2010
KHCH SAN NO HOAT ONG HIEU KHCH SAN NO HOAT ONG HIEU
QU NHT? QU NHT?
ADR OCC %
Hotel 1 $81.54 55%
Hotel 2 $74.75 60%
Hotel 3 $69.00 65%
ISTM 2010 ISTM 2010
ADR ADR OCCUPANCY OCCUPANCY REVENUE REVENUE
ADR (Average Daily Rate): Gi phng bnh qun mi
ngy
Revenue: Doanh thu
Occupancy %: Ti l Cng sut phng (% CSP)
Doanh thu
S phng d bn
ADR =
Doanh thu = S phng d bn ADR x
S phng d bn
Tng s phng c th bn
% CSP =
ISTM 2010 ISTM 2010
RevPAR RevPAR
RevPAR (Revenue Per Available Room):
Doanh thu bnh qun trn mi phng c th
bn
Cng Thc tnh RevPAR
Doanh thu phng (rng)
Tng s phng c th bn
RevPAR =
4".
RevPAR = ADR x Occupancy %
ISTM 2010 ISTM 2010
RevPAR FormuIas RevPAR FormuIas
Rooms
Revenue ()
Number of
Rooms
Number of
Days/Year RevPAR ()
2,555,000 100 365 70
Average Rate
()
Rooms
Occupancy RevPAR ()
100 70% 70
Bi tp: Khch san c 350 phng ; % Cng sut
phng bn duoc = 85%. Tng Doanh thu Phng
$25 882 500 / Nm (365 ngy). Tnh:
1. Gi phng bnh qun hng ngy (ADR)?
2. Doanh thu bnh qun trn mi phng c th bn
(RevPAR)?
Answer
=
x
=
ISTM 2010 ISTM 2010
ADR, Occupancy, RevPAR v Revenue Management ADR, Occupancy, RevPAR v Revenue Management
Gi bnh qun mi ngy (ADR) l mt cch do lung
khng hon chinh v n khng gii thch duoc doanh
thu bi mt do mt s phng khng bn duoc.
Ti l Cng sut phng (Occupancy) l mt cch do
lung khng hon chinh v n khng gii thch duoc
doanh thu bi mt do gi cc loai phng khc nhau.
RevPAR (Doanh thu tnh trn mi phng c th bn)
dung hop c ti l cng sut phng v gi bnh qun
hng ngy (ADR).
RevPAR: Nn tng d phn tch v do lung hiu qu
kinh doanh ca khch san.
Revenue Management (Ti Uu Ho Doanh Thu):
Cc phuong php, k thut bn phng nhm ti
da ho RevPAR qua ti I cng sut phng bn
duoc (occupancy) v gi bnh qun (average rate).
ISTM 2010 ISTM 2010
KHCH SAN NO P DUNG CC KHCH SAN NO P DUNG CC
KY THUAT TI UU HO DOANH THU KY THUAT TI UU HO DOANH THU
(YIELD MANAGEMENT / REVENUE MANAGEMENT) (YIELD MANAGEMENT / REVENUE MANAGEMENT)
TT NHT? TT NHT?
ADR OCC %
Hotel 1 $81.54 55%
Hotel 2 $74.75 60%
Hotel 3 $69.00 65%
ISTM 2010 ISTM 2010
RevPAR v GOPPAR RevPAR v GOPPAR
Tai mt s khch san, doanh thu phng ng chi
chim khng nhiu hon 50-55% ca tng
doanh thu. l nhng khch san c cc hoat
dng v F&B v nhiu dich vu c thu khc.
Trong nhng trung hop ny, RevPAR chi
phn nh mt phn hoat dng kinh doanh ca
khch san, khng th hin duoc hiu qu kinh
doanh cu ton khch san vi nhiu ngun
doanh thu khc nhau.
iu ny dua dn kt qu phn tch khng
chnh xc khi so snh hiu qu kinh doanh gia
cc khch san.
ISTM 2010 ISTM 2010
GOPPAR GOPPAR
GOPPAR (Gross Operating Profit Per Available
Room: L tng li gp (GOP) tnh trn mi
phng c th bn (PAR) mi ngy, trong d,
GOP l tng doanh thu tr di cc chi ph kinh
doanh v diu hnh ca cc b phn kinh
doanh ny.
Tng Chi Ph = Chi ph kinh doanh ca tt c cc b phn
+ Chi ph diu hnh khch san
GOPPAR =
Tng Doanh Thu cc ngun - Tng Chi Ph
Tng S Phng Ng C Th Bn
ISTM 2010 ISTM 2010
RevPAR & GOPPAR RevPAR & GOPPAR
490 A
%
T49, 490 B
%
T49,
490 C
%
T49, 490 D
%
T49,
S Phng 200 200 100 100
S ngy Kinh Doanh 365 365 365 365
S phng c th bn/Nm
Cng Sut Phng 70% 76% 70% 75%
Gi Bnh Qun 100 95 100 100
RevPAR
DOANH THU
Phng ? ? ? ? ? ? ? ?
F & B 2,000,000 25 1,200,000 16 750,000 20 1,000,000 24
Cc B Phn KD khc 850,000 11 900,000 12 500,000 13 500,000 12
TONG DOANH THU
CC PHI PH KINH DOANH
Phng ng 1,022,000 20 1,054,120 20 638,750 25 684,375 25
F & B 1,200,000 720,000 487,500 650,000
Cc b phn KD khc 400,000 423,000 250,000 250,000
Tng chi ph KDca cc b phn 2,622,000 33 2,197,120 1,376,250 1,584,375
Tng cc chi ph khng phn b 1,600,000 1,600,000 900,000 900,000
Li gp (Gross Operating Profit)
GOPPAR
ANSWER
ISTM 2010 ISTM 2010
Thi phn Thuc
Chim=
Tng s Phng Bn ca
KS
Tng s Phng Bn cu Ton
Thi Trung
Thi phn Tham Gia =
Tng s phng ca KS
Tng s Phng ca ton Thi trung
th phan tham gia (fair share)
v
Th phan chiem c (market share)
Fair Share v Market Share
Th phan Tham gia & Th phan Chiem
uoc
ISTM 2010 ISTM 2010
FAIR SHARE & MARKET SHARE (market 1) FAIR SHARE & MARKET SHARE (market 1)
1,101,62
5
Gia
bnh
quan
(.000)
238 4,331 3,592 9,297 9,960 18,473
TDThu
(trieu)
73%
Cong
suat
(%)
459 5,238 6,434 7,206 17,409 16,769
TS
phon
g ban
6,825 15,645 12,284 14,420 22,760 22,932
TS
phon
g KD
Th
pha
n
(%)
Toan
khu
vc
HOTEL
F
HOTEL
D
HOTL
C
HOTEL
B
HOTEL
A
Your
HoteI
Answer
ISTM 2010 ISTM 2010
Fair Share & Market Share (market 2) Fair Share & Market Share (market 2)
Answer
RevPAR
1,101,625
Gia
bnh
quan
1,100 1,057 1,361 1,014 2,197 2,617 4,273 1,593 3,873 18,473
Doanh
thu (Tr)
73%
Cong
suat %
3,556 2,938 4,364 4,294 4,497 6,439 13,085 7,259 11,169 16,769
Phong
ban
c
6,552 4914 7,371 8,736 8,603 8,555 19,656 12,173 17,600 22,932
Phong
KD
Th
pha
n (%)
T
O
T
A
L
HOTEL
O
HOTEL
N
HOTEL
M
HOTEL
L
HOTEL
K
HOTEL
J
HOTEL

HOTEL
H
HOTEL
G
Your
hoteI
ISTM 2010 ISTM 2010
FAIR SHARE & MARKET SHARE (totaI) FAIR SHARE & MARKET SHARE (totaI)
581,238 1,101,625
Gia bnh
quan
(.000)
29%
64,584,864,3
25 18,473 Doanh thu (TR)
59% 73% Cong suat %
15% 111116 16769
Phong ban
c
12% 189026 22,932 Phong KD
Th phan
(%) Toan khu vc Your HoteI
Answer