{"id":1161,"date":"2016-07-25T08:30:00","date_gmt":"2016-07-25T06:30:00","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/mba\/?p=1161"},"modified":"2020-06-22T19:35:12","modified_gmt":"2020-06-22T17:35:12","slug":"empresas-turisticas-revenue-management","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/mba\/empresas-turisticas-revenue-management\/","title":{"rendered":"Gesti\u00f3n de empresas tur\u00edsticas: qu\u00e9 es el revenue management"},"content":{"rendered":"
\r\n\t\r\n<\/a><\/div>

\"Gesti\u00f3n<\/a><\/p>\n

En toda empresa de turismo<\/strong>, en su condici\u00f3n de proveedora de servicios, y en especial las empresas de alojamientos es necesario optimizar las ventas<\/strong> teniendo en cuenta que existe momentos con una escasez de demanda en el mercado, en los que se necesita establecer una estrategia de precios y distribuci\u00f3n para aumentar la cuota, al tiempo que hay periodos con un excedente de demanda en los que hay que gestionar y controlar la disponibilidad de las tarifas y los canales de venta.<\/p>\n

El Revenue Management (RM)<\/strong>  y el personal<\/h2>\n

El RM es ante todo una cultura empresarial y una filosof\u00eda que consiste en transmitir a los miembros de las organizaciones la importancia de optimizar el beneficio en un mercado<\/strong> altamente competitivo y con alta caducidad de la oferta, al tiempo que buscamos el aumento en la entrega de valor al cliente.<\/p>\n

Un personal perfectamente informado,  formado y concienciado en la importancia del Revenue Management supone un elemento estrat\u00e9gico, para ello es muy recomendable que tengan perfecta y puntual informaci\u00f3n de los resultados y acciones realizadas en RM, busc\u00e1ndose una fluida y constante relaci\u00f3n entre el personal de front-office y el de RM.<\/p>\n

El Revenue Management (RM)  y el Forecasting <\/strong><\/h2>\n

Se requiere una precisa acci\u00f3n de revisi\u00f3n, recopilaci\u00f3n y ordenaci\u00f3n de datos para su posterior an\u00e1lisis de toda la informaci\u00f3n hist\u00f3rica disponible,<\/strong> integrado en lo que se denomina Forecasting, <\/strong>que tambi\u00e9n conlleva el an\u00e1lisis de las reservas, el comportamiento de la demanda, sus patrones de conducta<\/strong> y la observaci\u00f3n constante de los movimientos de nuestra competencia.<\/p>\n

Cuando alcancemos con estas actividades un mapa estrat\u00e9gico de posici\u00f3n lo fusionamos con el an\u00e1lisis realizado al presupuesto con vista a establecer una previsi\u00f3n que alcanzaremos gestionando eficazmente las t\u00e9cnicas de Revenue<\/strong> Management<\/strong>.<\/p>\n

Segmentos del mercado<\/h2>\n

Bien, ya tenemos establecida la previsi\u00f3n que queremos alcanzar y ahora es preciso que fijemos con claridad el centro de la diana para conseguir los mejores resultados y para eso es imprescindible que identifiquemos los segmentos de mercado<\/strong> a los que nos dirigiremos de una manera certera y acertada, en base al valor de cada uno de ellos, identificando las distintas rentabilidades y el esfuerzo a emplear en cada ocasi\u00f3n. En esta labor el Revenue Management (RM) <\/strong>se convierte en una herramienta altamente eficaz y necesaria.<\/p>\n

Fijaci\u00f3n de precios<\/h2>\n

Nos encontramos, por tanto, en el momento del \u201cdisparo\u201d: la fijaci\u00f3n de precios.  Ese elemento competitivo que nos convierte en relevante como respuesta a las expectativas del cliente. Fijar los precios no es simplemente una valoraci\u00f3n econ\u00f3mica del coste<\/strong> de un servicio, en el entorno del Revenue Management (RM) <\/strong>es el resultado del an\u00e1lisis de las variables indicadas anteriormente, una consecuencia de \u00e9xito si sabemos contemplar el proceso como una observaci\u00f3n \u201ccient\u00edfica\u201d de la realidad cambiante del mercado, o de un fracaso en caso contrario. Y en base a esta realidad debemos estar vigilando, minuto a minuto, las previsiones de la demanda para gestionar los cambios mediante precisas adaptaciones al entorno. Mediante el Revenue Management (RM) <\/strong>somos capaces de conseguir que los precios, en cada momento, responda a las expectativas de los clientes y no tan s\u00f3lo a nuestra visi\u00f3n del negocio.<\/p>\n

 <\/p>\n

\"Rafael<\/a><\/strong><\/p>\n

 <\/p>\n

 <\/p>\n

Rafael Mesa<\/strong>, Coordinador y Tutor del MBA en Turismo<\/a> de IMF Business School<\/a><\/strong><\/p>\n

@rafaelmesa<\/span><\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":1163,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[123],"tags":[289,291,292,290,124],"class_list":["post-1161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-turismo","tag-forecasting","tag-mapa-estrategico","tag-precios","tag-revenue-management","tag-turismo"],"acf":[],"yoast_head":"\nGesti\u00f3n de empresas tur\u00edsticas: qu\u00e9 es el Revenue Management<\/title>\n<meta name=\"description\" content=\"Toda empresa de turismo necesita optimizar las ventas teniendo en cuenta que existe momentos de escasez y de demanda. 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