Pearson New International Edition International pcl tp indd 1

REVENUE MANAGEMENT
Objective 1
Explain the revenue 
manager’s role in 
establishing room rates
by applying information 
about rate types and rate 
determination factors and 
by considering traditional 
and Web-based pricing 
strategies.
Objective 3
Present tactics used by 
revenue managers to 
influence their hotel’s 
occupancy rates and 
average daily rates and 
review how to evaluate 
the success of tactics to 
manage occupancy
and ADR.
Objective 2
Discuss how revenue 
managers use
information about
room types, market 
codes, and track
codes to help
maximize RevPar.
Objective 4
Provide an overview
of yield management 
philosophy and describe 
procedures to help 
maximize long- and 
short-term RevPar using 
yield management 
techniques.
Role of Revenue Manager: 
• Revenue Management 
• Room Rate Mgmt. 
• Room Rate Economics
Revenue Management 
Tools
Revenue Management 
Essentials
Yield Management
CHAPTER ROADMAP
260

---

has expanded greatly from its original set of managerial techniques. Essentially, yield
management is a RevPar-maximizing technique that incorporates many of the con-
cepts of revenue generation discussed in this chapter. Because of its conceptual
importance, the concept of managing yield is reviewed in two ways: from a philo-
sophical perspective and in a discussion of practical principles and techniques that
can be used to incorporate its best features while minimizing potentially negative
outcomes.