Research, Marketing Strategies Based On High-end Revenue Management Hotel Rooms

Because of its fine image and better efficiency than other star category hotels, luxury hotel becomes the field focus and the competition key point. But regrettably, its occupancy rate and average room rate actually are unsatisfactory. Meanwhile, yield management has gained very tangible results in the effective promotion to the enterprise achievement, and has been employed by the international well-known hotel groups to increase the income and profits. So it is necessary for the luxury hotel to use yield management to raise its competition power.This dissertation takes the yield management theory as the research foundation, and emphatically studies the room selling strategy of the luxury hotel .At first, with an overall review of relevant documents of yield management, the questionnaire investigation and system analysis, we find out the factors that affect the guests' acceptance about price-raising strategy, these factors include: guests' personal interesting, the market circumstances around the hotel, the building circumstance of the hotel, the star category of the hotel, the hotel service, and the factors that affect the guests' acceptance about the upselling strategy include: the marketing skill of receptionist, the room circumstance, the hotel compensating measures. Secondly, through in-depth interview and theory research, we find out the factors that affect the hotel's overbooking strategy and control of the business of team guests and individual guests. Then, we proposed the four essential strategies for the luxury hotel's effective development of yield management to promote the room selling value: price-raising, upselling, overbooking and control of the business of team guests and individual guests. At last, the dissertation points out the limitation of this research and the future research direction.This dissertation poses the room selling strategy of the luxury hotel on the basis of yield management and provides a new thinking and new way for the national luxury hotel room selling.