1. Investigating Rate Integrity in Convention Cities
- Author
-
Kara Wolfe Ms and Carl A. Boger
- Subjects
Convention ,Product (business) ,business.industry ,Reservation ,For profit ,The Internet ,General Medicine ,Business ,Yield management ,Marketing - Abstract
Yield Management (YM) is the utilization of tactics to align a consumer product within the market for profit maximization. By evaluating how rates are quoted to consumers, the effectiveness of YM tactics can be delineated. This study compared central reservation (CR) telephone and Internet room rates by city. The CR centers for full-service hotels in 19 different cities were contacted by telephone to request a room. The CR rates were compared to rates obtained from the hotels' Internet sites. The data analysis found significant differences in reservation rates by city and by size of the lodging property. Hoteliers can use the information to evaluate the effectiveness of their YM systems.
- Published
- 2001