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Sports events significantly affect the hosting destination and the interest in its visiting. Previous studies focused mainly on longitudinal events like the Olympic Games and FIFA World Cups, where the single-day events were not investigated. The paper investigates how hosting UEFA competition finals affects the local hospitality industry's performance. The study adopted the benchmarking data from Smith Travel Research (STR) and evaluated the impact on the occupancy and prices of accommodation facilities. The results show a significant pricing effect for the day of the event and the day before the finals. There was increased demand when focusing on the occupancy rate, but not as significant as for the prices. No longterm effect on the hospitality industry was identified, and, in some cases, the negative effect might be perceived after the event's termination. To benefit from the event with significant interest from football fans, hoteliers should increase the sales rates, provide the guests with a broader range of services, and cooperate with the event organisers to increase the total performance. [ABSTRACT FROM AUTHOR]

The presented article focuses on the issue of customer segmentation in the hospitality industry and its use for price optimisation. To identify the market segments article uses the Two-Step cluster analysis. The analysis was based on the seven variables (length of stay, average room rate, distribution channel, reservation day, day of arrival, lead time and payment conditions). Six clusters were identified as following segments: Corporates, Early Bird Bookers, Last Minute Bookers, Product Seekers, Values Seekers and Last Minute Bookers. To optimise the price for these segments, article works with the coefficient of price elasticity of demand for the presented market segments. The price elasticity of demand is measured by the log-log regression analysis. Data were colected from the four-star hotel in Prague, Czech Republic and analysis is based on more than 9000 transactions. Last minute bookers segment was the only one with the positive coefficient of price elasticity and has the lowest value of lead time (9,27 in average). Product seekers have the highest coefficient of price elasticity (−3,413) and highest average room rate (3573 CZK in average). Early bird bookers, Long time stayers, Corporates and Value seekers was identified as pricely inelastic. [ABSTRACT FROM AUTHOR]

The article aims to investigate the level of adoption of revenue management activities in small and medium-sized hotels in the Czech Republic. One hundred fifty members of the Association of Hotels and Restaurants from the Czech Republic were questioned. The questionnaire was derived from the MERMI model used to evaluate the adoption of revenue management activities in hotel operations. For this research, the scope was reduced to fit better the focus on the SME based on the Delphi method. The results show the low level of adoption of revenue management in this segment, where 23 % of the respondents stated no interest in revenue management, and only 17 % had the revenue manager in their organisational chart. The GM or marketing and sales managers prosecute the revenue management activities for the rest of the hotels. As revenue management is one of the departments highly supported by information and communication technologies, their adoption is low, as 30 % of the respondents from small hotels are using these technologies. It is crucial to mention that these are not only the revenue management tools but also the WBEs, Channel Managers or CRMs. The results support the increasing gap between academia and revenue management practitioners. The paper's novelty lies in its focus on the SME segment, where the previous studies mainly focused on the applications in upper-scale and luxurious hotels. The SME segment, with its majority in the segment (in the context of the number of hotels), was omitted entirely. Therefore, the paper showcases a significant theoretical and practical knowledge gap. Further research should focus on the SME segment and deliver actionable proposals for the hoteliers losing competitiveness by omitting the revenue management principles. [ABSTRACT FROM AUTHOR]

This paper discusses the problem of hotel room sales, emphasizing the allocation of a specific amount of rooms for predefined market segments using the extension of the Expected Marginal Seat Revenue model, which can be perceived as one of the crucial activities in modern revenue management. The proposed extension of this model can improve data-based decision-making quality and the service provider's overall performance. This model uses stochastic non-linear programming to solve the problem of room allocation for the market segment and deals with the booking limits to help decide whether to accept or decline the booking request based on the behaviour of selected market segments or the expected current state of available capacities and other elements. To extend the model to fit better the managerial decision-making, the factors of no-shows and cancellations are implemented. The proposed model should be used to strengthen the quality of revenue management-focused decisions mainly focused on dynamic pricing, and the room allocation is omitted. The model respects the need for a more comprehensive perception of the problem and contains data-based factors like quantifying customer (or customer segment) behaviour and no-shows and cancellations that affect the selling strategy. [ABSTRACT FROM AUTHOR]

This paper focuses on the impact of hosting of IIHF World Championship on the local hotel market using the case of Prague (IIHF World Championship 2015) and Bratislava (IIHF World Championship 2011). Many previous studies were focused on the impact of hosting mega sports and cultural events on destination perception and visit rate during and after the event, perception of hosting these events by residents or the eff ect on the local economy. Using unique daily empirical data collected from 95 Prague hotels and 25 Bratislava hotels, key findings of this study show lack of long-run positive impact but a high short-run (immediate) effect. In the case of Prague, the main increase of market performance can be identified during the final stage of the tournament, mainly in selling room rates; for Bratislava, the significant effect was determined during the whole tournament, and the entire market never reached the same level of performance. The study shows the need to examine these effects further, emphasizing more variables like seasonality and market segmentation, revenue management, and destination management. [ABSTRACT FROM AUTHOR]

The article is focused on the use of text mining and sentiment analysis of online reviews for securing a sustainable level of service quality in hotel operations. Previous studies focused mainly only on the concept extraction and customer needs and want identification. This study is using text and sentiment analysis of 3671 reviews collected from various booking and review sites during 2019 and interviews with general and HR managers. The results show that the drivers of high service quality evaluation are mainly the employees' training and development and creation of a sustainable workplace. The fluctuation of employees or a high proportion of part-time employees with a temporal commitment to the employer and a high level of stress is causing a lower level of service quality perception from costumers. Based on the results, education providers should build close cooperation with hoteliers to provide updated information and needed skills to their students, and hoteliers should focus on the creation of sustainable workplace with reduction of employee fluctuation. The training and development should be planned more than once per year, and the employees must be trained not only for standard procedures but as well in various other fields like stress management. [ABSTRACT FROM AUTHOR]

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