REVENUE MANAGEMENT

All properties will follow the same market segmentation. 

Properties may not add to, delete or change data. 

These established market segment groups are necessary to ensure consistency in tracking.  (See Atana Properties Group standard market segmentation below)

This list is provisional and subject to change.

The final list will be introduced prior to the opening of each property.

Atana Hotels Properties Standard Market Segmentation

​

Individual

​

BAR                                              Best available rate                                                     All bookings sold at public rates

CNEG                                          Corporate negotiated                                               All bookings are sold at corporate rates

                                                                                                                                          Corporate key accounts

                                                                                                                                          Corporate local accounts

                                                                                                                                          Corporate preferred consortiums

WHL                                             Wholesalers negotiated                                           All bookings sold to wholesalers

                                                                                                                                         negotiated: booked at the contract rate

                                                                                                                                         Benchmark: booked at BAR

DISC                                             Discount                                                                   All bookings sold at discounted rates (less than BAR)

                                                                                                                                         Ad-hoc discounts by GM

                                                                                                                                        Advance purchase

                                                                                                                                        Promotions

                                                                                                                                        Interline/TA/employee/hotelier

                                                                                                                                        Loyalty

                                                                                                                                        Long term reservation

RACK                                           Rack rate                                                                    All bookings sold at rack rate

PKG                                             Package                                                                      All bookings sold at package rates (should include at                                                                                                                                                 least one non-room component)

COMP                                         Complimentary                                                          All bookings are offered on a complimentary basis to                                                                                                                                                 persons outside the hotel

HOUSE                                         House use                                                                 All bookings made for employee usage in the scope of                                                                                                                                             their duties

OTH                                              Others                                                                      All bookings sold at rates not within the existing rate                                                                                                                                                  structure

​

Groups

​

GRBUS                                        Group business                                                         Corporate group of 10 rooms or more, with or without                                                                                                                                                 meeting space

GRP                                             Group others                                                             Non-corporate group of 10 rooms or more, with or                                                                                                                                                    without meeting space

​

​

Atana Hotels has a pre-defined selling strategy.  

Properties are encouraged to change both the sequences of rates and room types within this structure to fit their local market conditions. 
Revenue system

​To maximize revenue this system applies the appropriate strategies to the suitable customer, in the correct allocation, through the optimal channel, for the right product, at the best time.

Properties are strongly encouraged to adopt a “revenue team” culture.

​

The objective is to provide a focal point for reviewing and acting on integrated revenue activity to improve performance.

The process is “owned” by the revenue manager/revenue team and, through opportunities and actions, involves most of the executive committee members.

​

This practice will enable groups of properties to cascade upward to areas where corporate support is required.

Agenda points for revenue team meetings should include the following:   Total revenue performance, output actions to address gaps between budgeted total revenue and forecast revenues, demand calendar and dates of threat/opportunity, competitor intelligence and tactical actions and targets to steal market share.

These meetings differ from the yield meetings that should be held at least weekly in each property.
Consult the group director of sales and marketing or the group director of revenue management for further guidance.

All properties must continuously collect the following data to ensure the creation of a comprehensive performance library. This information is crucial for predicting and assessing particular strategic scenarios.

​

Properties Management System reports include the following:

​

• Group pace

• Daily pickup by market segment

• Channel production

• Room type summary

• Sales and catering system reports

• Meeting room occupancy

• Regretted and lost group business log

• Conference and banqueting enquiry log

• Conference and banqueting conversion statistics

• Conference and banqueting lead times by market segments

• Reports

• Global Distribution System analysis (GDS)

• Rate category production

• Denials

• Non-system specific (manual) reports

• Demand calendar          

• Trends in revenue per available room (RevPAR)