OVERBOOKING AS A MECHANISM TO INCREASE OPERATIONAL EFFICIENCY OF ROOM FUND OF THE HOTELS
Keywords:
tourist industry, hotel, management, efficiency, rooms fundAbstract
The article analyzes, identifies and describes the evolution of approaches to marketing management of hotel enterprises taking into account tourism practice and implementation of tourism products which include accommodation. Technologies of formation and implementation of proposals for consumers under strict contracts with hotel enterprises successfully tested by tour operators until 2000 are updated with the technology of “late” booking and presenting attractive for potential customers “burning tours” (2000-2008), and further with the technology of “early" booking at reduced prices but strict conditions of refusal (2008-2014) and overbooking (2008 up to the present moment). Overbooking has become widely used as an effective mechanism for tourism business. The article reveals the concept of overbooking and its role in sales management of hotel services. Specific examples illustrate overbooking effectiveness when managing the workload of the hotel rooms. At present the use of overbooking by hotel enterprises is determined by the production necessity and allows ensuring the optimal loading of the rooms and maximum profitDownloads
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