How revenue-critical employees contribute to the hotel's success
27 April 2023
For hotel CEOs, embracing modern, cloud-based systems and processes is crucial for effective revenue management and governance. By doing so, your hotel can overcome the challenges posed by outdated technology, streamline collaboration, and ultimately achieve revenue growth and success. Now is the time to invest in the future of your hotel's revenue management and governance to stay ahead of the competition and ensure long-term success.
As a hotel CEO, managing revenue and establishing effective revenue governance are critical to the success of your hotel business. To thrive in today's competitive market, abandoning outdated technology and manual processes that hinder growth and create many challenges is essential. By adopting modern, cloud-based systems, your hotel can efficiently grow revenue, prevent revenue leaks, and optimize collaboration between revenue-critical employees. Let's first look at the challenges and benefits in more detail and then dig into the importance of understanding how your revenue-critical employees contribute.
Challenges in managing total revenue and establishing revenue governance
- Collaboration barriers: Inadequate communication among revenue-critical employees can lead to missed opportunities and suboptimal revenue strategies. Teams need to work together and share knowledge to make well-informed decisions.
- Inaccurate forecasting: Relying on outdated technology, like Excel spreadsheets and standalone CRM systems, can result in errors and inconsistencies, leading to poor decision-making and ineffective actions.
- Revenue leaks: Insufficient revenue governance can cause revenue leaks that directly impact your hotel's bottom line. This can arise from unsystematic rate management, inadequate inventory control, or the absence of proactive fraud prevention measures.
Benefits of using modern, cloud-based systems
- Enhanced collaboration: Cloud-based systems facilitate seamless communication and information sharing among team members, allowing them to work together efficiently and make well-informed decisions.
- Accurate forecasting: Modern revenue management systems use advanced algorithms and data analysis techniques to provide accurate and timely revenue forecasts, enabling hotels to make proactive decisions and optimize revenue.
- Preventing revenue leaks: Robust revenue governance tools can identify and mitigate revenue leakage through systematic rate management, inventory control, and fraud prevention.
- Scalability: Cloud-based solutions can quickly adapt to your hotel's growth and changing needs, ensuring your revenue management processes remain efficient and effective.
- Real-time data access: With cloud-based systems, hoteliers can access real-time data and insights, allowing quicker and more informed decision-making.
The importance of moving beyond outdated technology
- Reducing manual work: By automating processes and eliminating the need for manual data entry and manipulation, hotels can save time, reduce errors, and focus on strategic decision-making.
- Minimizing the risk of not meeting budgets or targets: Outdated technology increases the likelihood of errors and inaccuracies in forecasting and reporting, leading to missed targets and financial setbacks. Modern systems improve accuracy and provide actionable insights to help meet budgets and targets.
Contribution by 15 revenue-critical employees
By understanding the roles and responsibilities of each revenue-critical employee in growing revenue, increasing forecasting accuracy, and preventing revenue leaks, hoteliers can foster a collaborative and proactive approach to optimizing their hotel's overall financial performance.
Here is a list of 15 revenue-critical employees and how each role can contribute to revenue growth, forecasting accuracy, and preventing revenue leaks in a hotel.
- Growing revenue: Sets optimal rates, monitors demand, and adjusts pricing strategies to maximize revenue.
- Forecasting accuracy: Shares and discusses historical data, market trends, and demand patterns with other departments to refine forecasting models.
- Preventing revenue leaks: Ensures consistent rate and inventory management, minimizing overbooking and underpricing scenarios.
- Growing revenue: Secures group and individual bookings and negotiates contracts with corporate clients, travel agents, and tour operators.
- Forecasting accuracy: Provides insights into group bookings, corporate contracts, and upcoming events, helping to create a more accurate picture of future demand.
- Preventing revenue leaks: Monitors contract compliance and ensures accurate billing, avoiding potential revenue losses from uncollected fees or discounts.
- Growing revenue: Develops and executes targeted marketing and pre-stay email campaigns to attract potential guests and upsell additional services.
- Forecasting accuracy: Shares data on marketing campaign effectiveness, customer demographics, and booking patterns to understand guest behavior better.
- Preventing revenue leaks: Tracks and evaluates marketing campaign ROI to optimize marketing spend and ensure budget efficiency.
Front Desk Staff
- Growing revenue: Engages in upselling higher room categories and additional services at check-in.
- Forecasting accuracy: Reports on guest feedback, check-in/check-out patterns, and upselling success to refine forecasting models.
- Preventing revenue leaks: Verifies guest information and payment methods, reducing the risk of fraud or billing errors.
- Growing revenue: Suggests menu items and special promotions to guests, highlighting high-margin dishes or seasonal offerings.
- Forecasting accuracy: Offers feedback on popular menu items, customer preferences, and seasonal trends for more accurate revenue projections.
- Preventing revenue leaks: Ensures accurate order entry and billing, minimizing the risk of revenue loss due to errors or miscommunication.
- Growing revenue: Recommends and upsells beverages, including signature cocktails and premium liquors.
- Forecasting accuracy: Shares insights on beverage sales trends and guest preferences for more accurate beverage revenue forecasting.
- Preventing revenue leaks: Monitors inventory and applies proper pouring techniques to reduce waste and control beverage costs.
- Growing revenue: Oversees event bookings and upsells additional products and services to maximize revenue from each event.
- Forecasting accuracy: Provides data on event bookings, space utilization, and revenue generated, helping to create more accurate forecasts for event-driven demand.
- Preventing revenue leaks: Ensures accurate invoicing and event contract compliance, avoiding potential losses from uncollected fees or discounts.
In-House Sales Team
- Growing revenue: Identifies opportunities to cross-sell or upsell additional hotel services to guests during their stay.
- Forecasting accuracy: Shares information on guest spending patterns and preferences, providing valuable data for forecasting additional revenue streams.
- Preventing revenue leaks: Monitors accuracy of guest billing and service delivery, reducing the risk of lost revenue due to errors or miscommunication.
- Growing revenue: Offers higher room categories and tailored packages to guests at the time of booking.
- Forecasting accuracy: Reports on booking trends, customer preferences, and package sales to better understand demand patterns and potential revenue opportunities.
- Preventing revenue leaks: Ensures accurate booking information and payment processing, reducing the risk of revenue loss due to errors or cancellations.
- Growing revenue: Maintains high-quality room standards, ensuring guest satisfaction and positive reviews, driving repeat bookings and referrals.
- Forecasting accuracy: Offers feedback on room occupancy trends and turnaround times for more accurate room availability forecasts.
- Preventing revenue leaks: Minimizes room downtime by adhering to efficient cleaning schedules and promptly addressing maintenance issues, ensuring maximum room availability for bookings.
Food and Beverage Manager
- Growing revenue: Develops innovative menus and promotions catering to guest preferences and market trends while managing costs.
- Forecasting accuracy: Shares data on menu performance, cost management, and guest preferences to refine revenue forecasts for food and beverage operations.
- Preventing revenue leaks: Implements effective inventory management and cost control practices to reduce waste and optimize food and beverage profitability.
Spa and Wellness Staff
- Growing revenue: Promotes spa and wellness services, offering personalized treatments and packages to guests.
- Forecasting accuracy: Provides insights on treatment bookings, guest preferences, and seasonal trends for more accurate revenue projections for spa and wellness services.
- Preventing revenue leaks: Ensures accurate appointment scheduling, billing, and resource allocation, minimizing potential losses due to errors or miscommunication.
- Growing revenue: Fosters guest loyalty by offering personalized service and proactively suggesting services that align with guest preferences.
- Forecasting accuracy: Reports on guest satisfaction, preferences, and repeat bookings to improve forecasting and identify new revenue opportunities.
- Preventing revenue leaks: Monitors guest feedback and addresses service issues promptly, reducing the risk of lost revenue due to guest dissatisfaction or negative reviews.
E-commerce and Digital Marketing:
- Growing revenue: Optimizes the hotel's online presence, driving direct bookings through the hotel's website, and manages online reputation to attract more guests.
- Forecasting accuracy: Shares data on website traffic, booking trends, and online conversion rates, helping to refine forecasts for direct booking revenue.
- Preventing revenue leaks: Monitors and optimizes online booking channels, ensuring accurate rate and inventory management to avoid overbooking or underpricing situations.
Finance and Revenue Analysts:
- Growing revenue: Identifies trends and opportunities to improve revenue performance across all departments by analyzing financial data.
- Forecasting accuracy: Collaborates with other departments to gather and analyze data, creating comprehensive and accurate forecasts by incorporating insights from various sources.
- Preventing revenue leaks: Conducts regular financial audits and monitors revenue processes for compliance, identifying and addressing potential revenue leakage areas.
Increased collaboration between revenue-critical roles is essential for growing revenue, improving forecasting accuracy, and preventing revenue leaks. In addition, collaboration fosters a deeper understanding of the interconnected nature of hotel operations and allows departments to work together more effectively towards common goals. Here's how collaboration contributes to each aspect.
- Cross-functional collaboration enables sharing of insights, ideas, and best practices among departments. This leads to more informed decision-making, innovative solutions, and better alignment of revenue-generating activities.
- A collaborative environment encourages the sales, marketing, and revenue management teams to jointly develop pricing strategies, promotions, and packages that cater to guest preferences, maximizing revenue potential.
- Effective collaboration helps identify new revenue opportunities, such as cross-selling and upselling, by leveraging the expertise and customer insights from different roles within the hotel.
- Collaboration ensures that diverse perspectives and data points are considered when developing forecasts. Forecasts become more comprehensive and accurate by incorporating information from various departments, such as sales, marketing, and operations.
- Regular communication and information sharing between departments enable timely adjustments to forecasts based on real-time market conditions, customer preferences, and operational factors.
- A collaborative approach allows for continuous improvement in forecasting methodologies, as teams can learn from each other's experiences, challenges, and successes.
Preventing revenue leaks
- Working together, departments can establish and enforce standardized processes and controls across the hotel, reducing the risk of errors, miscommunication, or fraud that can lead to revenue loss.
- Collaboration encourages transparency and accountability, making identifying and addressing potential revenue leakage areas easier before they become significant issues.
- A culture of collaboration facilitates regular communication and feedback loops, enabling teams to quickly address and resolve any discrepancies, billing errors, or operational inefficiencies that could impact revenue.
In summary, increased collaboration between revenue-critical roles in a hotel drives revenue growth, improves forecasting accuracy, and helps prevent revenue leaks by fostering a unified approach to problem-solving and decision-making. This leads to better alignment of strategies and enhanced operational efficiency.
Demand Calendar helps hoteliers succeed
Demand Calendar, a modern, cloud-based system designed for hotels, offers numerous benefits in collaboration, forecasting accuracy, and preventing revenue leaks.
- A centralized platform: Demand Calendar is a single, unified platform where all revenue-critical employees can access, share, and update information in real-time, promoting seamless collaboration and decision-making.
- Enhanced communication: The system facilitates communication between different roles and departments, enabling faster and more efficient sharing of insights, ideas, and updates.
- Role-based access: Demand Calendar allows role-based access and permissions, ensuring each employee can access relevant data and contribute effectively to revenue management.
- Comprehensive data integration: Demand Calendar integrates data from various sources, such as the hotel PMS, benchmarking, and rate shopping, providing a holistic view for more accurate forecasting.
- Real-time updates: The system allows real-time data input and updates from all revenue-critical roles, ensuring that forecasts are always current and reflect the latest information.
- Advanced analytics and reporting: Demand Calendar offers advanced analytics tools and reporting, enabling teams to analyze data quickly, identify trends, and make informed decisions based on accurate forecasts.
Preventing revenue leaks
- Streamlined processes: Demand Calendar helps establish and maintain standardized processes across departments, reducing the risk of errors or miscommunications that can lead to revenue loss.
- Automated controls: The system automates various revenue management tasks, such as rate updates and inventory management, minimizing human error and enhancing efficiency.
- Continuous monitoring: Demand Calendar allows constant monitoring of revenue performance and processes, making identifying and addressing potential revenue leakage areas easier before they escalate.
- Adaptable to growth: Cloud-based solutions like Demand Calendar can quickly adapt to your hotel's growth and changing needs, ensuring your total revenue management processes remain efficient and effective.
- Flexible capacity: As your hotel expands or faces fluctuations in demand, the cloud-based infrastructure allows for easy scaling of system resources without costly upgrades or downtime.
Real-time data access
- Instant insights: With cloud-based systems, hoteliers can access real-time data and insights, allowing quicker and more informed decision-making.
- Remote accessibility: Demand Calendar's cloud-based platform enables hoteliers and revenue-critical employees to access the system anytime, facilitating collaboration and responsiveness even when working remotely.
By implementing Demand Calendar, hotels can significantly enhance collaboration between revenue-critical employees, increase forecasting accuracy, and prevent revenue leaks. This comprehensive, modern solution simplifies and streamlines revenue management, enabling teams to work more efficiently and proactively. In addition to these core benefits, Demand Calendar offers scalability and real-time data access, which are crucial for agile and competitive hotel operations. As a result, the platform delivers a more profitable and successful hotel operation while adapting to growth and changing needs, further demonstrating its value as a cutting-edge total revenue management tool.