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The Use of Revenue Management in the Hotel Industry
Holubec, Jakub ; Bakos, Tomáš (advisor) ; Vaško, Martin (referee)
This diploma thesis discusses Revenue management as an operational approach to revenue maximization in the hotel industry. The main objective of this thesis is to assess Revenue management approaches of two Prague hotels based on the comparison with academic theory in the hotel industry. The opening part is focused on prerequisites and tools used in Revenue management. Further, new approaches are introduced as well as current trends that have emerged in the recent time. The closing chapter analyses Revenue management of the selected hotels, including technologies, segmentation, pricing and rate management, demand forecasting, distribution, ancillary revenue streams and more. Finally, each Revenue management approach is subjectively confronted and assessed.
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Evaluation of Marketing Mix of a chosen Hotel
Jedounová, Lucie ; Kovář, František (advisor) ; Svoboda, Petr (referee)
This thesis focuse on tourism, part of it focuse on characteristic of tourism services and hotel industry too. Substance of this work is marketing in tourism and tourism services, specifically in hotel industry, where the goal is evaluate every simple part of marketing mix by chosen three-stars hotel and propose possible changes which could increase demand or attract new clients.
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Hotel Marketing Strategy
Hykšová, Vendula ; Stříteský, Václav (advisor) ; Vávra, Oldřich (referee)
The Master's Thesis is focused on the hotel marketing strategy issue. The theoretical section summarizes information about an issue of strategic situation analysis and it also involves marketing tools with focus on the hotel and spa industry. The goal of this paper is to design the situation analysis, evaluate the marketing tools used by the hotel and then summarize the results and include suggestions for the analyzed hotel. For the thesis were used literature sources as well as statistical yearbooks and internal information of analyzed hotel. The thesis is extended by consumer satisfaction survey and also web analytics tools as MajesticSEO and DoubleClick Ad Planner.
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Hotel software-comprehensive hotel systems
Šilhová, Lenka ; Vaško, Martin (advisor) ; Bakos, Tomáš (referee)
This bachelor's thesis deals with the usage of computer systems in the hotel industry. First part is focused on history, development and integration of technology into this field. Second part is dedicated to concrete products of the company Micros-Fidelio, which is the leader of hotel software market in the Czech Republic.
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The business plan selected hotel in the region Jindřichohradecko
ŠKRLETOVÁ, Iveta
Bachelor´s thesis is focused on analyzing tourism services in the region Jindřichohradecko and design optimal business plan for a hotel according to the current trends. The theoretical part informs readers about how to build a business plan. Analytical part shows characteristics of tourism in the region and current trends in hotel business. In the synthetic part was carried out a business plan to build a hotel that meets the criteria of horse station. Part of the project is financing plan, which shows the evaluation of economic efficiency.
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Customer service as a CRM tool
Smiková, Lenka ; Průša, Přemysl (advisor) ; Pařízek, Karel (referee)
The bachelor thesis analyzes and assesses the marketing mix of Prague City Apartments, s.r.o. It is focused on functioning of customer service as a part of the concept of Customer Relationship Management (CRM). The analysis is based on theoretical knowledge of marketing of services and CRM and on the importance of customer service in rendition of services, particularly in tourism and hotel industry. The thesis provides, via SWOT analysis, suggestions for improving quality of customer service - a tool for building relationships with customers.
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Yield (revenue) management and its utilisation in hotel industry
Hanušová, Karolína ; Indrová, Jarmila (advisor) ; Kondrashov, Alexey (referee)
Tourism trade as well as hotel industry plays an important role in the services sector of the national economy of many countries, including the Czech Republic. The success of the whole branch is significantly influenced by demand fluctuations which usually occur in seasonal terms. Nowadays, however, when the world economy is afflicted by economical crisis, the demand downturns are apparent even in the times of high season. That is why the companies search for methods which would help to soften the impact of the crisis. Yield management appeared in hotel industry more than 20 years ago and is now used in many hotel chains and even small independent hotels. Its goal is to eliminate the demand fluctuation through an effective use of the hotel capacity. In practice it means to ensure that the right rooms are sold to the right customer for the right price. The aim of this thesis is a presentation of an application of Yield management theory in practice, in case of Hilton Prague hotel and to find out the opportunities of the Yield management to reduce the impact of economical crisis. First, we will need to define the base and principals of Yield management. Then we will apply them in practice to the Hilton Prague hotel. Finally, for the use of this hotel, we will examine the methods of smoothing the stroke of the crises.
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