Investigation of the revenue management practices of accommodation establishments in Turkey: An exploratory study
by Stanislav Ivanov and Cagakan Ayas
This exploratory research paper investigates the revenue management practices of accommodation establishments in Turkey through a survey of 105 managers. The findings indicate that hoteliers put the emphasis on price discrimination and room availability guarantee and are less likely to consider overcontracting and overbooking. Most respondents do not have a revenue manager and do not intend to hire one: revenue management is usually within the responsibilities of the general manager, front office manager or the marketing manager. Online travel agencies, hotel's website, tour operators and travel agents are the most important distribution channels. The size of the property, its category, location and chain affiliation have significant impact on the degree of application of the various revenue management practices. Revenue management is mostly adopted by high category, chain affiliated, urban and seaside hotels with large number of rooms. Managerial implications, limitations and future research directions are discussed as well