Hotel Front Office Management, 3rd Edition

178 CHAPTER 6: YIELD MANAGEMENT8. Determine the yield for a hotel that has 275 rooms available for sale with a rack rateof $60 and sold 150 rooms at $55.9. Determine the yield for a hotel that has 1,000 rooms available for sale with a rackrate of $135 and sold 850 rooms at $100.10. Discuss the concepts of yield and occupancy percentage as revealed in questions 7,8, and 9.11. Discuss strategies to use when demand is high.12. Discuss strategies to use when demand is low.13. Why should a front office manager set daily rate strategies as opposed to generalperiod rate strategies?14. Explain in your own words the term block-out period.15. Why is training front office staff in the use of yield management so essential for it tosucceed?16. What role does the transient guest play in the success of achieving yield?17. What information can be obtained by reviewing the breakdown of rooms sold byrate category in the daily report? What should a hotel staff do with this information?18. Why should turnaway business be reviewed on a daily basis? What should a hotelstaff do with this information?19. What role do potential food and beverage sales play in yield management? What areyour thoughts on rejecting the role of this concept in achieving yield?CASE STUDY 601Ana Chavarria, front office manager at The TimesHotel, has completed a yield management seminar atKeystone University and is preparing an argument toadopt this concept at The Times Hotel to present toMargaret Chu, general manager. She begins by compilinga history of room occupancy and ADRs, whichshe hopes will reveal areas in which yield managementcould help. She prepares an electronic spreadsheetthat lists rooms sold with corresponding roomrates and correlates the data to tourism activities inthe area. Ana sends an analysis of revenue realizedand revenue potential to Ms. Chu for review prior totheir discussion.After reviewing the analysis, Ms. Chu concludes,“This is just another scam; the industry is slow toadopt this,” and disregards the entire report. SheTLFeBOOK