Pearson New International Edition International pcl tp indd 1

FRONT OFFICE SEMANTICS
Data mining:
Using technology to analyze guest-related and other data to make better marketing decisions.
•
Yield management. The semicomputerized process of yield management allows
managers to match guest demand with room rates. High demand allows no
discounts or lessened discounts from rack rates; low demand results in higher
discounts from rack rates.
FRONT OFFICE SEMANTICS
Yield management:
Demand forecasting system designed to maximize revenue by holding room rates
high during times of high guestroom demand and by decreasing room rates during times of lower
guestroom demand.
Economic Issues
•
Dependence on a nation’s economy. When a nation’s economy is good, business
travel generally increases. Hotel occupancy rates and rack rates increase, which
results in higher profit levels. The reverse is also true: Business travel slows when
the economy slows, and occupancy and rack rates decrease. Discounts are offered
to increase occupancy, which yields lower revenues and decreased profits.