Analyzing Academic References and Citations

This assignment requires you to critically examine a list of academic references spanning various disciplines. You need to analyze these references for patterns in authorship, publication venues, subject areas, and citation frequency. The goal is to identify key trends and insights within this collection of scholarly works.

ROOM DIVISION

Table of Contents
INTRODUCTION...........................................................................................................................1
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Room division and their services need to be appropriate and effective in frame. All rooms
have to get divided properly and effectively according to demand of their customers so that
better and suitable services get deliver as well as star hotel in London, United Kingdom (Abbott,
2014). This project is based on yield management concept and define an individual report which
signifies and define each and every concept properly. This report talks about different tools and
techniques that Hyatt is used so to gain earn more profitability and revenues. This report mainly
covers the impact of yield management on the entire functioning and operation of Hyatt Hotel. It
also talks about various forecasting method, inventory management, key performance indicator
etc.
Overview
Hyatt Hotel Corporation is a multinational operator, owner & franchiser of resorts, hotels and
vacation properties. Currently, Hyatt is operating in more than 57 countries with 739 properties
and the list is still continuing. It was established in the year 1957 at Los Angeles International
Airport. Fortune Magazine has named Hyatt in the list of top ten U.S Company. They has ranked
them on 9th Position. It was constituted as a luxury hotel. Basically the Hyatt gained popularity
for offering luxurious services to ample consumers. During the year 2016, hotel revenue
increased by 0.2% i.e. they have gained profit of 57.8 (in pounds) throughout the year. However,
due to Brexit, company faces major decline in its quarter and operating profit. Therefore the
company has decided to use various tools and systems so to maximise its room revenue.
In the modern era, industries like tourism and hospitality face a rapid changing consumer
landscape, in which seasonal opportunities like contingencies, trends and events constantly come
and go. In context of this situation, the only possible way to increase revenue is to leverage these
opportunities with a well designed yield management strategy.
Yield Management
The answer to this question is simple as Hotel Yield Management deals with selling the right
room to right buyer at right time. Though factors such as customer preferences, demand level,
competitor pricing is frequently changing, a variable pricing strategy often known as dynamic
pricing strategy is used to tweak or adjust room rate as per the defined factors (Canto and et. al.,
2012). For example: At the time of Christmas and New-Year Eve, demand of tourist in London
increased rapidly. Since the celebration of these festivals cause an apparent rise in the group

booking. Thus in order to deal with effectively, Hotels are required to frame specific strategy
concerned with that. They can use “time-plenty” strategy which includes gradual rise in cost as
the date of festival nears. It help in yielding higher revenues and profitability.
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Benefits:
 Decrease Error: Hospitality is a sector that mainly runs on repute. Accurate Forecasting
reduces pricing error. This will advantage both forecast action and result and hotel's
credibility (Durkheim, 2014). With the help of yield management process, hotel industry
can predict changes and quickly act on it, removing any miscalculated threat or risks.
 Understanding Customer Expectation: In the fast changing world, likes, taste and
preferences of customer is also changing rapidly. For instance: Some hotels are using
fully automatic services for their customers while others faces inclination in consumer
sue lack of these services. Effective yield management aid in knowing the expectation of
customer in better manner and makes it easier for hotel so that they can cater right
services to guest as per their demand which satisfies them in an effective manner.
 Effective Segmentation: If a hotel caters particular market segment for longer duration
then, there might be chances that they may lose the profitability of other segment which
is not a good sign. The concept of yield management enable the company to figure out
which areas or domain are untapped and also formulate effective plans or strategy for the
same. For example: low prices are offered to those customers who books early tickets as
compared to the one who books tickets at short notice period.
 Competitive Pricing: When a hotel apply variable pricing strategy in their business
operation that means they are inquiring about competitors rates and their strategies. After
investigating that they generate unique or creative ideas so to offer ideal Average Daily
Rate (ADR) which gives them high constitutive advantage.
Developing a effective yield management framework is not at all a one-size-fits-all process. It
laid stress on four essential aspects which are defined below:
1. Understanding Booking Pattern: On a normal day, hotel has guest booking at utmost
short notice duration and there are some cases where customer books hotel in advance
mainly one or two month ago (Fortier and et. al., 2011) Now the question arises how to
deal with that. Being a well-renowned hotel, Hyatt is also facing this problem. The
answer is they can apply”U-Shaped” pricing strategy that begins with offering high
pricing for prior a month booking, decline prices for midway booking and then again
charging high prices just before the booking. This assist hotel in generating more profits
and revenues.
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2. Understanding Segment-Specific buying patterns: Purchasing pattern are segment-
specific. For example: Group booking happened in advance as compared to individual
booking. Thus, it is essential to critically understand these distinctive difference in guest
buying behaviour so to formulate effective custom pricing plans. For example: Increasing
the price of group booking package prior two weeks which automatically results in
maximising the demand.
3. Understanding Price-change impact: Yield Manager requires to examine the impact of
price change concerned with demand for a particular segment or type of room (Guyatt
and et. al., 2011) For example: Hyatt is charging different prices for different types of
room.
4. Distribution channel management strategy: Hyatt distribution channel is zero level which
means that they are directly engage with customer without the involvement of any
intermediary. They are in direct contact with their potential buyers.
Advantages of Yield Management:
1. Customer Expectation: With the help of this management, Hyatt understands the
expectation of their guest in an effective manner. The research included in revenue
management gives hotel insight view regarding the particular needs and wants of
customer and enable them to shape themselves as per their demand (Hachamovitch and
et. al., 2011). For instance: Hyatt finds out that majority of their customer is business
travellers who requires great access of internet. Thus, the entire hotel chain can
incorporate effective policy concerned with giving free wireless network in all hotel
rooms.
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2. Competitive Pricing: With the help of this, hotel can gain high competitive edge over
their rivals. For instance: It has been figured out guest of Hyatt is switching to other hotel
due to its poor internet productivity and long waiting in parking areas (Huang and Ji,
2013)Thus in order to gain higher competitiveness level among rivals they are required to
improve themselves in these areas.
3. Market Segments: It introduce the hotel into new market segment. Hotels that are mainly
focuses on specific market segment are required to enter into new market for further
expansion. For example: Hyatt is mainly focusing on business travellers but they realize
that most of their location is popular as family vacation spot. Thus, they are require to
start advertising for family travellers. Also they are require to make essential adjustment
related with play areas for kids, offer larger breakfast etc.
Limitation of Yield Management:
 Creates sense of unfairness among customers. For example: Frequently changing the
price of room
 Generate an opportunistic behaviour from the view point of customer.
 High rated perception problem from service quality to offering discounts.
 Imagination picture is completely different from the real one.
Forecast Methodology: Revenue Management forecasting method classified into three
categories which are mainly defined below:
Historical Models: Under this model, demand is calculated on the basis guest past arrival. For
instance: Previous booking of the same hotel can be used so to estimate future booking of guests.
In-fact some hotels are using the arrival date of guest of last year so as to predict historical
forecast (Joyce and et. al., 2010).
Advanced: It forecast on the basis of number of bookings particularly one day before arrival. It is
further categorise into two parts i.e.
Additive: Under this demand is forecasted on the basis of number of booking or reservation that
customers make just one day before coming to hotel. It is independent of total number of rooms
sold.
Multiplicative: Under this, demand is yet to be forecasted as number of booking is yet to come. It
is depend upon present number of reservation.
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Combined Models: It is a mixture of both advance and historical booking i.e. future demand is
calculated on the basis of monthly and quarterly data . (Liu and et. al., 2013). In this, the
dependent variable is reservation and independent variable is current number of reservation,
weekly index, seasonal index.
Demand: As Hyatt mainly focuses on rendering services to business class customer. This is
mainly because their prices are comparatively high and customer of middle-lower income can
not avail these services. They laid stress on business traveller but most of its destination is
located at places which are famous as family spot. Therefore they are require to promote such
places as family destination as well. So that they can attract both business traveller and family
people.
Perishability: In fast changing world, where everything is changing so rapidly. Hotels are also
require to change their services from time to time or as per the demand of dynamic market.
Services related with advance technology is changing, airline service is also changing. Therefore,
hotels are require to transform themselves from offering traditional services to full automated
services (Neu and Rushing, 2011).
Cyclicality: It deals with earning or income fluctuation as per the economy variation. Suppose
during Brexit there is a major decline inn the number of visitors which indirectly affect the entire
profitability of hotel industry. Post Brexit visa process become little complicated which led to
reduce number of visitor which further results in decreasing the profitability of entire nation.
Apart from that other factors such as economic recession or inflation adversely affect the prices
of Hyatt hotel. Along with that, it also posses an impact on buying behaviour of target audience.
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Inventory Management:
Different Sales Techniques: It is important for every hotel to have effective sales techniques
which aid in attracting more customer and earning higher profitability ratios (Nightingale, 2013).
. Each type of hotel staff is using their own unique style of sales strategy which is most effective
and efficient from their perspective.
Reception: When a guest enters the hotel their first stoppage is at reception. In-fact they first
interact with the receptionist. It has been believed that first impression is the last one. So
receptionist can use their communication skills as their effective sales technique. The way
receptionist communicate with their guest depicts their future visit. So in order to increase their
sales they are require to communicate effectively with its clients or guests.
Room Attendant: They are the one who gives comfort to guests in resorts, hotels, motels, lodges
etc. in the form of offering clean and presented public areas and guest rooms. Their sales
technique is how they interact with their guest and render them proper guidance. When guest
visit room they hardly knows anything about the room but room attendant are the one who makes
them familiar with room surroundings.
Guest Relation: It is important for every hotel to attract new customer and retain the old one. The
best way to deal with it provide best possible solution to its every problem. Customer faces many
problems or issues and it is important to provide optimum solution to its every problem.
Concierge: They are the one who take care of hotel in structured manner. They mainly
emphasize on enhancing the beauty of hotel in context of redesigning its structure (O'Connor and
et. al., 2010).. They can use restoration process or re-decorate their hotel and make it look more
attractive and presentable.
Key Performance Indicator:
In the fast changing world, it is very difficult to manage a successful hotel and earn high
profitability for them. There are many responsibilities that each department needs to fulfil so to
satisfy their guest in an effective manner. However, it is difficult to review your own
performance. Key Performance Indicator for hotels are considered as selected measurement that
play key role in determining the overall performance of the hotel throughout the year. It examine
the success of a company or its specific activity in which they mainly deals or engages (Villani
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and et. al., 2010). Below mentioned are some essential key performance indicator that plays vital
role in hospitality industry: Online Rating: It is important for every hotel to get ample number of reviews or
feedback either good or bad. Reviews not only provide assistance to guest in context of
selecting hotel of good quality but it also beneficial in terms of providing effective to
hotel so that they can improve themselves in those areas. For example: If a guest has just
visited Hyatt Hotel and he is not satisfied with its non-veg range and he review its
experience on some social networking sites. Hotel are required to frame appropriate
measures for all negative measures. Also this enable them to prepare themselves for
future challenges.
 Occupancy %: The simple and the most critical method to measure the overall
performance of hotel during an year is its occupancy rate. It is the rate which describes
number or percentage of room occupied by guest throughout the year. It can also be
calculated on the basis of monthly and quarterly basis as we ll.
Occupancy % = Rooms Occupied/ Rooms Available
 Average Daily Rate: It is measured on the basis of price paid by guest on a particular
day. This method is most suitable and beneficial when hotel compares booking of
previous period with the current one so as to determine its performance in the market.
Along with this, it enable them to know whether their profit graph is going up or not.
Average Daily Price= Total Room Revenue/Total Rooms Occupied.
 Revenue Per Available Room (REVPAR): This method is also used to measure the
performance of hotel as compared to its rivalry firms. It needs to be seen in correct
context. It is mainly calculated on the basis of available rooms (Wilson, 2015)
.
REVPAR: Total Room revenue/ Total Rooms Available Customer Satisfaction: It is essential for every business enterprise whether MNC or
Hotel to assess the taste and preferences of their target audience which keep on changing
frequently. It is challenging for them to accurately measure what their guest or visitors
required. Without satisfied customer one cannot find this. Therefore, Hotels are require to
design an effective feedback process which measures the satisfaction level of guest and
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aid hotel so that they can improve themselves in those particular areas. Satisfied
Customer contributes effectively in firm's profit and revenue. Cost per Available Room (COSPAR): It is considered as the actual price of the room
which HYATT offers to its guest. It may vary from one room to another depending upon
its type and nature. For example: The price of standard room is comparatively cheap as
compared to luxury suits. This is because all customer cannot afford room of same price
that's why hotel distinguish the room categories (Strike, 2015).
 Gross Operating Profit per Available Room (GOPAR): It is calculated on the basis of
total revenue earned by hotel less direct or indirect expenses incurred during revenue
generation, divided by total number of room available. It assist in knowing whether
company is earning profit or not as compared to its last year. Basically it illustrates the
operational profitability level of the hotel.
Occupancy Forecast: Forecasting entirely depend upon the information related to it. Occupancy
Forecast deals with estimating the number of available room for future sale so to make
appropriate price strategy for that. It is highly effective when it is done via daily record keeping,
accurate counting method and via experience. It includes:
 Number of expected room arrival: It is based on current reservation and historical trend
for new booking and on cancellation before arrival date.
 Number of expected room walk-in: It is based on how customer arrive at hotel without
booking or reservation.
 Number of expected room stay-overs: It is based on existing booking as hotel are not sure
whether their guest will occupy the same room for the night or not.
 Number of expected check-out: It is depend upon existing booking of guest.
CONCLUSION
According to the above mentioned report it can be concluded that it is important for every
organisation to yield appropriate revenues for effectively maintaining it's future growth and
development. There are various factors associated with it like inventory management, forecasting
method, key performance indicator that contributes effectively towards yielding higher revenues
and profits in an appropriate manner. Also with the help of above mentioned sales techniques
used by different types of sales person enables how they interact with their guest so to retain
them for longer period.
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REFERENCES
Books and Journals
Abbott, A., 2014. The system of professions: An essay on the division of expert labor. University
of Chicago Press.
Canto, M.I., and et. al., 2012. Frequent detection of pancreatic lesions in asymptomatic high-risk
individuals. Gastroenterology. 142(4). pp.796-804.
Durkheim, E., 2014. The division of labor in society. Simon and Schuster.
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Fortier, T.M., and et. al., 2011. Generation of ultrastable microwaves via optical frequency
division. Nature Photonics. 5(7). p.425.
Guyatt, G.H., and et. al., 2011. GRADE guidelines: 8. Rating the quality of evidence—
indirectness. Journal of clinical epidemiology. 64(12). pp.1303-1310.
Hachamovitch, R., and et. al., 2011. Impact of ischaemia and scar on the therapeutic benefit
derived from myocardial revascularization vs. medical therapy among patients
undergoing stress-rest myocardial perfusion scintigraphy. European heart journal. 32(8).
pp.1012-1024.
Huang, Z. and Ji, Y., 2013. Design and demonstration of room division multiplexing-based
hybrid VLC network. Chinese optics letters. 11(6). p.060603.
Joyce, N., and et. al., 2010. Mesenchymal stem cells for the treatment of neurodegenerative
disease. Regenerative medicine. 5(6). pp.933-946.
Liu, Y.X., and et. al., 2013. Room-temperature arylation of arenes and heteroarenes with
diaryliodonium salts by photoredox catalysis. Synlett. 24(04). pp.507-513.
Neu, J. and Rushing, J., 2011. Cesarean versus vaginal delivery: long-term infant outcomes and
the hygiene hypothesis. Clinics in perinatology. 38(2). pp.321-331.
Nightingale, R.E. ed., 2013. Nuclear Graphite: Prepared under the Auspices of the Division of
Technical Information United States Atomic Energy Commission. Academic press.
O'Connor, C., and et. al., 2010. National Collegiate Athletic Association Division I football
players' perceptions of women in the athletic training room using a role congruity
framework. Journal of athletic training. 45(4). pp.386-391.
Villani, A.C., and et. al., 2010. Genetic risk factors for post-infectious irritable bowel syndrome
following a waterborne outbreak of gastroenteritis. Gastroenterology. 138(4). pp.1502-
1513.
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