{"id":3201,"date":"2018-10-23T10:53:17","date_gmt":"2018-10-23T09:53:17","guid":{"rendered":"https:\/\/blueshifthospitality.com\/revenue-management-for-all\/"},"modified":"2024-10-22T11:10:03","modified_gmt":"2024-10-22T10:10:03","slug":"revenue-management-para-todos","status":"publish","type":"post","link":"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/","title":{"rendered":"Revenue Management para Todos"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”5%” constrain_group_1=”yes” bottom_padding=”5%” left_padding_desktop=”10%” constrain_group_2=”yes” right_padding_desktop=”10%” left_padding_tablet=”0″ constrain_group_4=”yes” right_padding_tablet=”0″ left_padding_phone=”0″ constrain_group_6=”yes” right_padding_phone=”0″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_btn size=”medium” button_style=”see-through-2″ hover_color_override=”#eee7e5″ hover_text_color_override=”#ffffff” icon_family=”none” el_class=”btn-novo-layout-azul-escuro-voltar” text=”Back” url=”\/news-media\/”][vc_column_text]\n

“Top Management”<\/strong><\/h4>\n

Revenue Management para Todos<\/strong><\/h4>\n

 <\/p>\n

Confundido frequentemente com o conceito mais simples e limitado de gest\u00e3o de canais online com pre\u00e7o din\u00e2mico, o Revenue Management pode ser definido como a pr\u00e1tica de gest\u00e3o que consiste na maximiza\u00e7\u00e3o de uma determinada vari\u00e1vel de receita ou margem, atuando sobre um conjunto de alavancas, como pre\u00e7o, invent\u00e1rio e canais de venda, atrav\u00e9s de um processo de recolha de dados, segmenta\u00e7\u00e3o, forecasting, otimiza\u00e7\u00e3o e reavalia\u00e7\u00e3o cont\u00ednua.<\/p>\n

Inventada, ainda de forma arcaica pela British Airways no final dos anos 70, a que se juntaria a American Airlines, em resposta ao aumento da intensidade competitiva induzida pela liberaliza\u00e7\u00e3o do espa\u00e7o a\u00e9reo nos EUA, a t\u00e9cnica viria progressivamente a alargar-se a outras ind\u00fastrias cujo neg\u00f3cio se baseia na gest\u00e3o de um invent\u00e1rio perec\u00edvel. O grupo Marriott seria o pioneiro na hotelaria, no in\u00edcio dos anos 90, seguindo-se as principais empresas de cruzeiros e rent-a-car. Hoje, o Revenue Management \u00e9 o elemento central na estrat\u00e9gia comercial de qualquer player de refer\u00eancia nestas ind\u00fastrias.<\/p>\n

Um esfor\u00e7o grande, um retorno enorme<\/strong><\/p>\n

A implementa\u00e7\u00e3o de um modelo centrado no Revenue Management \u00e9 um enorme desafio, que come\u00e7a com uma mudan\u00e7a cultural em toda a organiza\u00e7\u00e3o, do topo at\u00e9 \u00e0 base. Em primeiro lugar, porque significa tornar mais cient\u00edficos processos de decis\u00e3o tradicionalmente geridos por intui\u00e7\u00e3o e experi\u00eancia; em segundo, porque altera radicalmente os pap\u00e9is de diferentes \u00e1reas na gest\u00e3o de pre\u00e7os e invent\u00e1rio; e finalmente, porque mexe profundamente com a distribui\u00e7\u00e3o de poder dentro da organiza\u00e7\u00e3o. No entanto, para quem faz o investimento \u2013 que, como se v\u00ea, vai muito para al\u00e9m de recursos e ferramentas \u2013 o upside \u00e9 enorme.<\/p>\n

Num grande grupo hoteleiro nacional, em que liderei uma transi\u00e7\u00e3o de um modelo comercial profundamente tradicional para um modelo \u201cbest-in-class\u201d, centrado no Revenue Management, vi aumentos de receita pr\u00f3ximos dos 40% em apenas tr\u00eas anos, sem aberturas, com dois ter\u00e7os do invent\u00e1rio obsoleto por falta de investimento, e um atribulado PER pelo meio. Hoje acredito que, sem esse extraordin\u00e1rio esfor\u00e7o de toda a organiza\u00e7\u00e3o, n\u00e3o ter\u00edamos gerado cash-flow suficiente para chegar ao fim do PER e aquele grupo n\u00e3o existiria hoje.<\/p>\n

A evid\u00eancia conhecida sobre os efeitos do Revenue Management, refor\u00e7ada com esta experi\u00eancia em primeira m\u00e3o, fazem-me muitas vezes questionar sobre a raz\u00e3o de tantos grupos hoteleiros – mesmo com alguma dimens\u00e3o \u2013 n\u00e3o darem este salto, ou ent\u00e3o \u2013 situa\u00e7\u00e3o at\u00e9 mais frequente \u2013 descartarem o assunto com a simples gest\u00e3o de canais online e yield management, tomando uma pequena parte pelo todo. E o todo \u00e9 bem mais do que contratar um revenue manager e comprar uma ferramenta adequada \u2013 \u00e9 implementar um processo profundo de mudan\u00e7a cultural, re-estrutura\u00e7\u00e3o organizacional e re-engenharia comercial. N\u00e3o \u00e9 para todos. \u00c9 s\u00f3 para aqueles que querem ganhar mais dinheiro.<\/p>\n

Alargar horizontes<\/strong><\/p>\n

Outra quest\u00e3o que muitas vezes me coloco \u00e9 por que raz\u00e3o n\u00e3o h\u00e1 experi\u00eancias de aplica\u00e7\u00e3o dos mesmos princ\u00edpios de Revenue Management a \u00e1reas completamente novas, que tamb\u00e9m lidam com invent\u00e1rios perec\u00edveis.<\/p>\n

Por exemplo, parques de estacionamento que t\u00eam um invent\u00e1rio fixo de lugares x horas de funcionamento, e uma variedade de segmentos com necessidades e comportamentos diferenciados – aven\u00e7as empresariais, residentes, turistas, ocasionais, etc. Ou, entrando em \u00e1reas mais complexas, transportes p\u00fablicos ou portagens de auto-estrada. Tamb\u00e9m nestes casos, existem diferentes p\u00fablicos e uma necessidade importante de alisar a procura, oferecendo incentivos de pre\u00e7o para transferir tr\u00e1fego das horas ou dias de pico. Claro que, por uma quest\u00e3o de confian\u00e7a e previsibilidade do consumidor, existem considera\u00e7\u00f5es que v\u00e3o para al\u00e9m da mera rentabilidade. Mas entre o 8 e o 80 h\u00e1 muito espa\u00e7o para o bom senso. Por exemplo, a Uber \u00e9 conhecida por variar as suas tarifas em momentos de procura elevada, mas limita o aumento ao m\u00e1ximo de 30%.<\/p>\n

Uma ajuda para distribuir melhor a press\u00e3o tur\u00edstica<\/strong><\/p>\n

Contudo, para mim, o exemplo mais evidente, e que gostaria de ver abordado sem preconceitos, \u00e9 o das atra\u00e7\u00f5es tur\u00edsticas em cidades com elevada press\u00e3o tur\u00edstica. Seria interessante pensar num modelo em que os pre\u00e7os variassem dentro de uma banda em fun\u00e7\u00e3o da procura, incentivando a fuga aos dias e horas de pico. Poderia ser gerido atrav\u00e9s de uma app ou portal, onde se pudesse acompanhar em tempo real o tempo de espera e os pre\u00e7os para as pr\u00f3ximas horas, assim como comprar os bilhetes online. Descongestionavam-se as \u00e1reas mais procuradas, distribuindo a procura por um per\u00edodo mais alargado, melhorava-se a experi\u00eancia com menos tempos de espera, e eventualmente at\u00e9 se ganhava mais dinheiro para investir na melhoria das referidas atra\u00e7\u00f5es.<\/p>\n

Escrito por Filipe Santiago<\/a><\/span><\/p>\n

Outubro, 2018[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”full_width_background” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”5%” constrain_group_1=”yes” bottom_padding=”5%” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”1148″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”custom” max_width_custom=”500″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” constrain_group_2=”yes” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][nectar_global_section id=”173″][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt<\/p>\n","protected":false},"author":2,"featured_media":2818,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[73],"tags":[],"class_list":["post-3201","post","type-post","status-publish","format-standard","has-post-thumbnail","category-opinion-pt"],"yoast_head":"\nRevenue Management para Todos - Blueshift<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Revenue Management para Todos - Blueshift\" \/>\n<meta property=\"og:description\" content=\"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/\" \/>\n<meta property=\"og:site_name\" content=\"Blueshift\" \/>\n<meta property=\"article:published_time\" content=\"2018-10-23T09:53:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-22T10:10:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blueshifthospitality.com\/wp-content\/uploads\/2024\/01\/Blueshift_Banners_News-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"859\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Filipe Santiago\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Filipe Santiago\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/\",\"url\":\"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/\",\"name\":\"Revenue Management para Todos - Blueshift\",\"isPartOf\":{\"@id\":\"https:\/\/blueshifthospitality.com\/#website\"},\"datePublished\":\"2018-10-23T09:53:17+00:00\",\"dateModified\":\"2024-10-22T10:10:03+00:00\",\"author\":{\"@id\":\"https:\/\/blueshifthospitality.com\/#\/schema\/person\/78e980ebc177da96e68681086e7b3568\"},\"breadcrumb\":{\"@id\":\"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/#breadcrumb\"},\"inLanguage\":\"pt-PT\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/blueshifthospitality.com\/pt\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Revenue Management para Todos\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blueshifthospitality.com\/#website\",\"url\":\"https:\/\/blueshifthospitality.com\/\",\"name\":\"Blueshift\",\"description\":\"\",\"alternateName\":\"Moving Forward Hospitality\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blueshifthospitality.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"pt-PT\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/blueshifthospitality.com\/#\/schema\/person\/78e980ebc177da96e68681086e7b3568\",\"name\":\"Filipe Santiago\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-PT\",\"@id\":\"https:\/\/blueshifthospitality.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/5d2409d223567bfccf90d5be7ca8d33286d3a67ff6552c9029d4b4d9e76d52a5?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/5d2409d223567bfccf90d5be7ca8d33286d3a67ff6552c9029d4b4d9e76d52a5?s=96&d=mm&r=g\",\"caption\":\"Filipe Santiago\"},\"url\":\"https:\/\/blueshifthospitality.com\/pt\/author\/filipe-santiago\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Revenue Management para Todos - Blueshift","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/","og_locale":"pt_PT","og_type":"article","og_title":"Revenue Management para Todos - Blueshift","og_description":"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt","og_url":"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/","og_site_name":"Blueshift","article_published_time":"2018-10-23T09:53:17+00:00","article_modified_time":"2024-10-22T10:10:03+00:00","og_image":[{"width":2560,"height":859,"url":"https:\/\/blueshifthospitality.com\/wp-content\/uploads\/2024\/01\/Blueshift_Banners_News-scaled.jpg","type":"image\/jpeg"}],"author":"Filipe Santiago","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Filipe Santiago","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/","url":"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/","name":"Revenue Management para Todos - Blueshift","isPartOf":{"@id":"https:\/\/blueshifthospitality.com\/#website"},"datePublished":"2018-10-23T09:53:17+00:00","dateModified":"2024-10-22T10:10:03+00:00","author":{"@id":"https:\/\/blueshifthospitality.com\/#\/schema\/person\/78e980ebc177da96e68681086e7b3568"},"breadcrumb":{"@id":"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/#breadcrumb"},"inLanguage":"pt-PT","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/blueshifthospitality.com\/pt\/revenue-management-para-todos\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/blueshifthospitality.com\/pt\/"},{"@type":"ListItem","position":2,"name":"Revenue Management para Todos"}]},{"@type":"WebSite","@id":"https:\/\/blueshifthospitality.com\/#website","url":"https:\/\/blueshifthospitality.com\/","name":"Blueshift","description":"","alternateName":"Moving Forward Hospitality","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blueshifthospitality.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"pt-PT"},{"@type":"Person","@id":"https:\/\/blueshifthospitality.com\/#\/schema\/person\/78e980ebc177da96e68681086e7b3568","name":"Filipe Santiago","image":{"@type":"ImageObject","inLanguage":"pt-PT","@id":"https:\/\/blueshifthospitality.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/5d2409d223567bfccf90d5be7ca8d33286d3a67ff6552c9029d4b4d9e76d52a5?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5d2409d223567bfccf90d5be7ca8d33286d3a67ff6552c9029d4b4d9e76d52a5?s=96&d=mm&r=g","caption":"Filipe Santiago"},"url":"https:\/\/blueshifthospitality.com\/pt\/author\/filipe-santiago\/"}]}},"_links":{"self":[{"href":"https:\/\/blueshifthospitality.com\/pt\/wp-json\/wp\/v2\/posts\/3201","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blueshifthospitality.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blueshifthospitality.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blueshifthospitality.com\/pt\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/blueshifthospitality.com\/pt\/wp-json\/wp\/v2\/comments?post=3201"}],"version-history":[{"count":4,"href":"https:\/\/blueshifthospitality.com\/pt\/wp-json\/wp\/v2\/posts\/3201\/revisions"}],"predecessor-version":[{"id":3282,"href":"https:\/\/blueshifthospitality.com\/pt\/wp-json\/wp\/v2\/posts\/3201\/revisions\/3282"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blueshifthospitality.com\/pt\/wp-json\/wp\/v2\/media\/2818"}],"wp:attachment":[{"href":"https:\/\/blueshifthospitality.com\/pt\/wp-json\/wp\/v2\/media?parent=3201"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blueshifthospitality.com\/pt\/wp-json\/wp\/v2\/categories?post=3201"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blueshifthospitality.com\/pt\/wp-json\/wp\/v2\/tags?post=3201"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}