Revenue Booking: A Case Study

The objective of this paper is to investigate how revenue booking can be increased. Revenue Management (RM) is an important tool with well-accepted benefits and a rich analytical research stream ( Queenan ,2011). Briefly, revenue management is a controller to manage the hotel revenue, if the hotel revenue are decrease, all of staff would be involved, the stock price will be decreased to damage the stockholder’s dividends and benefits, and then the hotel would be cut the unnecessary event or decrease budget. Moreover, long- term loss will lead layoffs problem. The only way to prevent the situation happen is find out the room for improvement in order to enhance hotel performance, and meet the financial goals more easily. Enhancing customer orientation,

Customer have different requirement in a different stages of economic development, so that they have different points of view towards the same product or service quality. Thus, each company must analyze carefully customers' common and personality need by each different period of economic growth, thereby customer value can be maximize. Both of consumers' perceptions of fairness and customer satisfaction are factors influence customer value perception. Consumers' perceptions of fairness are including Consumer Perceptions of Service Fairness and Price Fairness. Perceived fairness is paramount to long-term revenue maximization (Taylor& Kimes, 2011, pp.272). According to Taylor& Kimes (2011), be sure customers perceived as fair are long-term firm profitability as cited in (Kahneman et al, 1986a). Consumers' perceptions of fairness will influence customers’ motivation, and then affect the firm profitability and booking choices. For instance, a luxury hotel only provide high quality service but room facilities are old and shabby with high room rate, the customer will give up this option because they feel not fair about the price between value of product and