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Yield Revenue Management in the Hotel Sector: An Empirical Analysis of Its Application and Results in Madrid, Spain

  • Pilar Talón-Ballestero
  • Lydia González-Serrano
Chapter

Abstract

The principal objective of this investigation is to assess the position of the Yield Revenue Management (YM) and its current state of affairs in the hotel sector in Madrid. The loss of competitiveness and leadership that is taking place in Spain and what this fact means for the economy and the tourism sector to, coupled with the scarcity of this research in Europe, has made this issue a very interesting and novel research topic. To which evaluate the status of YM implications, the establishments chosen were 3, 4, and 5 stars hotels situated in Madrid and were in service in 2008. The results of this work allowed us (a) to propose an application model based on the expert opinion accumulated from Delphi, which permitted us to appraise the degree of development of YM in Madrid hotels; (b) to analyze the running the of YM in Madrid hotels, through surveys given to the highest ranking in this development in independent and international franchises in Madrid; (c) to identify the deficiencies, difficulties and errors encountered; (d) to specify good practices being carried out in the hotels; (e) to suggest ideas to enhance the overall practices and propose a handbook to follow within a the hotel sector.

Keywords

Market Segment Distribution Channel Price Discrimination Delphi Study Revenue Manager 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Pilar Talón-Ballestero
    • 1
  • Lydia González-Serrano
    • 1
  1. 1.Rey Juan Carlos UniversityFuenlabrada, MadridSpain

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