Transcript Slide 1
Operational Performance Overview on the Belgrade and Serbian Market Belgrade Overview Belgrade Hotel lacks supply comparing to cities in the region in terms of capacities, quality of service and international chain presence. For example number of hotel rooms per citizen in Belgrade is 2.39, Zagreb 4.49, Prague is 16.35. All this suggests unique opportunity to exploit massive growth potential. Prospective competition Yugoslavia will be Kempinski Continental will be Crowne Plaza Intercontinental Hyatt right across Hyatt and Holiday Inn only chains that are operating Other than these and Best Western all other Hotels are locally managed Belgrade Hotel Supply Belgrade Hotel Supply 2009 6,90% 1* 0,93% 33,65% 2* 3* 48,21% 10,31% 4* 5* Belgrade offers 46 hotels with the total capacity of 6,229 beds. The four-star category takes up the largest share (48.21%), Followed by the three-star category (33.65%) The largest capacity is hotel Continental offering 750 beds Demand Belgrade busiest months are May and September and October. For example in May 2008 the total arrivals amounted to 42826 (11 559 local and 31 267 foreign) with 100 000 overnight stays. Belgrade hosted Eurovision in May of 2008 which attracted 15000 tourists. This year it is Universiada but the challenge is that Belgrade needs more events like these in order to boost room nights. Belgrade Hotel Demand Over the last seven years Belgrade experienced steady growth of guest nights per year. It went from 1.20 in 2000 to 1.40 in 2008. It is encouraging that number of foreign nights increased 48 % in 2006 to 62 % in 2007 and 66 % in 2008. Demand is dominated by business travelers while transient category is the one with the biggest challenge and potential. 4 and 5 star Hotels achieve considerably higher occupancy rates across the board. Occupacy rate per Category 80 5* 4* 70 3* 60 5* 2* 50 1* 4* 40 3* 30 2* 20 1* 10 0 1 Biggest challenge is filling the weekends Rack rates and forecast •Due to limited supply of upscale Hotels, Belgrade Hotels features high rack rates. Average Single Room Rate per Day 250 235 EUR/DAY 200 150 120 100 50 50 36 22 0 5* 4* 3* 2* 1* •In 2009 the average rack rate for a single room ( b and B arrangement) was 235 Euros per person per day. •Four star Hotels feature the average single rack rate of 120 Euro per person while 3 star category records 50 Euros average daily rate. Current challenges for better success are : Yield Management Revenue Management plays important role in Hotel’s success YIELD MANAGEMENT has become an accepted part of the hotelier's lexicon. Yet if you ask ten hoteliers what it is, you are apt to get at least five, and possibly ten, different answers. YIELD MANAGEMENT is the practice of maximizing profits from the sale of perishable assets, such as hotel rooms, by controlling price and inventory and improving service. Yield management in Hotels in Serbia must be more worked on • • • • • • • • • Make sure that your staff always select the best possible rate Handle early-bird and last-minute rates Allow you to set different rules for different seasons Handle selected days manually, e.g. so that only highest rates are available for known peak periods, no matter what the occupancy is or how far in advance a reservation is made Use week and weekend rates Let you program your strategies even for years ahead Offer different rates and different special offers to different types of guests Can be used in a compulsory or advisory manner Give an immediate red-yellow-green overview, depending on the way you have defined the colour borders Another Challenge ( Service Recovery ) Training programs are not established by many Hotels. Same associates that were resolving guest challenges decades ago deal with them same way now. How we can improve service in Hotels in Serbia?