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Publication
Utilização de online reviews como estratégia de Revenue: O caso Zenit Lisboa
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.39 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Durante o estágio realizado no Hotel Zenit Lisboa, como assistente de Direção, nos meses de
Setembro a Dezembro de 2016, foram desempenhadas funções nos departamentos de Revenue,
Comercial e Direção. No início do estágio foi imediatamente identificada a problemática, que
se prendia com a baixa classificação do rating nos sites de reservas, o que não levava a uma
taxa de ocupação de 100%. Durante o estágio foram recolhidos dados estatísticos de modo a
verificar qual a causa deste problema através da análise de comentários, ou online reviews,
nomeadamente no site da Booking.com. Este relatório serviu como base de um estudo para
aferir até que ponto estas online reviews não poderiam influenciar o Revenue Management, bem
como os preços que se praticavam até lá e que se poderiam praticar no futuro.
A satisfação do cliente é o ponto fulcral de um Hotel e esta é exposta na forma de comentários
publicados online pelos mesmos. Estes comentários são vistos como testemunhos dos clientes
dando a ideia mais clara e real da qualidade do serviço oferecido pelo Hotel.
Assim, havendo um baixo rating em comparação com a concorrência, a opção viável seria
praticar os preços mais baixos que a mesma. Em contrapartida a concorrência pode praticar
preços mais altos, uma vez que o seu rating é maior e capta mais a atenção e o desejo do cliente
ficar hospedado no seu hotel.
Podemos dizer que o rating e as online reviews constituem uma ferramenta útil para o Revenue
Management de qualquer Hotel, pois estes podem potenciar um aumento de ocupação,
praticando-se preços mais altos o que leva a um maior rendimento, ou lucro (revenue).
During the internship held in Zenit Lisboa Hotel, as an Assistant Manager, from September to December of 2016, the intern carried out several task in the Revenue Management and Commercial departments. At the beginning of the internship, the research problema was immediately found, which was realated with the low rating on the reservations sites, which didn’t bring an occupancy rate of 100% to the Hotel. During the internship statistic data was collected so that the cause of this problem was resolved through online reviews, mainly on Booking.com site. This report served as basis to study if online reviews can influence Revenue Management, such as the prices that were used untill then and those that could be used in the future. The customer’s satisfaction is essential to na Hotel and this is exposed through their online reviews. These are seen as testimonials from customeres where we can get a clearer and more real idea of the quality of the service offered by the Hotel. Thus, having a low rating in comparison with the competition, the only viable way would be to use lower prices than them. On the other half competitor hotels could use higher prices, since their rating is higher and they can capture more costumers that intend to stay at their hotel. We can say that ratings and online reviews are a useful tool for Revenue Management in any hotel, because these can potentiate a rise on occupation, practicing higher prices which leaves to higher revenue.
During the internship held in Zenit Lisboa Hotel, as an Assistant Manager, from September to December of 2016, the intern carried out several task in the Revenue Management and Commercial departments. At the beginning of the internship, the research problema was immediately found, which was realated with the low rating on the reservations sites, which didn’t bring an occupancy rate of 100% to the Hotel. During the internship statistic data was collected so that the cause of this problem was resolved through online reviews, mainly on Booking.com site. This report served as basis to study if online reviews can influence Revenue Management, such as the prices that were used untill then and those that could be used in the future. The customer’s satisfaction is essential to na Hotel and this is exposed through their online reviews. These are seen as testimonials from customeres where we can get a clearer and more real idea of the quality of the service offered by the Hotel. Thus, having a low rating in comparison with the competition, the only viable way would be to use lower prices than them. On the other half competitor hotels could use higher prices, since their rating is higher and they can capture more costumers that intend to stay at their hotel. We can say that ratings and online reviews are a useful tool for Revenue Management in any hotel, because these can potentiate a rise on occupation, practicing higher prices which leaves to higher revenue.
Description
Keywords
Revenue Management Online Reviews Rating