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Publication
O Revenue Management na gestão hoteleira: uma estratégia competitiva na hotelaria de luxo e upscale na Área Metropolitana da Grande Lisboa
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| 1.39 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O conceito de Revenue Management pode traduzir-se numa forma de gestão em
que o principal objetivo será a oferta de um determinado produto ou serviço, ao cliente
certo, ao melhor preço disponível e no momento adequado, para a obtenção do maior
lucro possível. Não obstante, com o desenvolvimento das tecnologias de informação, e
com o aparecimento das online travel agencies, este conceito tem vindo a tornar-se cada
vez mais importante na indústria hoteleira.
Numa primeira fase, esta investigação procura identificar e definir a problemática,
com base num conjunto de leituras que possibilitem um maior aprofundamento sobre o
tema e, consequentemente, a definição da pergunta de partida. Após a sua definição, será
possível iniciar o capítulo da revisão da literatura no qual se deve garantir que as fontes
utilizadas sejam atuais e adequadas, tendo em conta o tema em estudo.
A investigação visa analisar as principais estratégias e abordagens dos hotéis de
quatro e cinco estrelas da cidade de Lisboa relativamente ao papel de Revenue
Management decorrente com o desenvolvimento das tecnologias de informação.
Pretende-se analisar algumas variáveis, nomeadamente, no que se refere ao
ambiente competitivo dos hotéis, a segmentação dos consumidores, qual a estrutura
organizacional adotada, as estratégias mais utilizadas, nomeadamente de gestão de
preços, de gestão de inventário, da forma como a oferta de produtos e serviços é criada,
e qual o tipo de estratégias utilizadas para o controlo das estadias. Procura-se também
compreender, qual o nível de transformação digital no sector hoteleiro e, perceber o tipo
de tecnologias utilizadas pelos hotéis em estudo. Tendo em conta esta análise, verifica-se
a adoção (ou não) de uma cultura de Revenue Management nos hotéis.
Através da aplicação de um inquérito foi possível concluir que a prática de
Revenue Management é hoje uma forma de gestão adotada pela maior parte dos hotéis de
4 e 5 estrelas e, a adoção de novas tecnologias de informação é cada vez maior.
The concept of Revenue Management can be translated into a form of management in which the main objective will be to offer a certain product or service, to the right customer, at the best available price and at the right time, in order to obtain the greatest possible profit. However, with the development of information technologies, and with the emergence of online travel agencies, this concept has become increasingly important in the hotel industry. In a first phase, this investigation seeks to identify and define the problem, based on a set of readings that allow for a greater understanding of the theme and, consequently, the definition of the starting question. After its definition, it will be possible to start the literature review chapter in which it should be ensured that the sources used are current and adequate, taking into account the topic under study. The research aims to analyze the main strategies and approaches of four and five star hotels in the city of Lisbon regarding the role of Revenue Management arising from the development of information technologies. It is intended to analyze some variables, namely, with regard to the competitive environment of hotels, the segmentation of consumers, what is the organizational structure adopted, the most used strategies, namely price management, inventory management, how the offer of products and services is created, and what type of strategies are used to control stays. It also seeks to understand the level of digital transformation in the hotel sector and understand the type of technologies used by the hotels under study. Taking into account this analysis, there is the adoption (or not) of a Revenue Management culture in hotels. Through the application of a survey, it was possible to conclude that the practice of Revenue Management is today a form of management adopted by most 4 and 5 star hotels, and the adoption of new information technologies is increasing.
The concept of Revenue Management can be translated into a form of management in which the main objective will be to offer a certain product or service, to the right customer, at the best available price and at the right time, in order to obtain the greatest possible profit. However, with the development of information technologies, and with the emergence of online travel agencies, this concept has become increasingly important in the hotel industry. In a first phase, this investigation seeks to identify and define the problem, based on a set of readings that allow for a greater understanding of the theme and, consequently, the definition of the starting question. After its definition, it will be possible to start the literature review chapter in which it should be ensured that the sources used are current and adequate, taking into account the topic under study. The research aims to analyze the main strategies and approaches of four and five star hotels in the city of Lisbon regarding the role of Revenue Management arising from the development of information technologies. It is intended to analyze some variables, namely, with regard to the competitive environment of hotels, the segmentation of consumers, what is the organizational structure adopted, the most used strategies, namely price management, inventory management, how the offer of products and services is created, and what type of strategies are used to control stays. It also seeks to understand the level of digital transformation in the hotel sector and understand the type of technologies used by the hotels under study. Taking into account this analysis, there is the adoption (or not) of a Revenue Management culture in hotels. Through the application of a survey, it was possible to conclude that the practice of Revenue Management is today a form of management adopted by most 4 and 5 star hotels, and the adoption of new information technologies is increasing.
Description
Keywords
Revenue management Tecnologias de informação Hotelaria Lisboa Information technologies Hospitality Lisbon