DIGITALIZATION IN HOTEL REVENUE MANAGEMENT

Abstract

This article is devoted to issues of importance of understanding the use of digital tools in revenue management. Automation of revenue management using software allows you to streamline operations and speed up the decision-making process. Digital tools facilitate real-time data analysis, automated rate adjustments and distribution management across multiple distribution channels and online bookings. It is well-founded that digitalization of processes reduces the use of manual data entry, minimizes errors and ensures consistency of pricing strategies across platforms, ultimately leading to increased efficiency and revenue optimization. Alternative price tools in the revenue management system of hotels of Ukraine were analyzed and the factors affecting decisions regarding their use were determined. The article analyzed and systematized factors, such as such as the choice of an analytical base, sources of income and the dynamics of adaptation to the conditions of the external environment. The purpose of this article is to research the directions and state of digitization of the revenue management process in the hotel business. Methodology of research. The work uses the method of generalization, with the help of which general features and directions of digitalization of revenue management in hotels are determined. To study the degree of digitization of revenue management in hotels, the method of interviews and expert evaluation was chosen. A modeling method was used to create a benchmarking model of the digitization of the revenue management system. Findings. It was determined that independent and private hotels, unlike hotels of international hotel chains, rarely use digital technologies in the revenue management system. It has been established that 65% of users decide to integrate digital technologies into revenue management systems when they have the opportunity to test use the software. The main reason for the low coverage of digital technologies of independent and private hotels is the high price of installing and maintaining specialized programs. It is important to use the benchmarking model and respond to changes in demand in a timely manner to increase the ability to collect and analyze information about special offers, consumers, the competitive environment and the calendar. Originality. An updated benchmarking model of hotel enterprises using digital technologies is proposed. The model provides alternative solutions that are focused on the needs of hotel enterprises in the digitalization of the revenue management system, depending on their requests. Practical value. We offered benchmarking model of hotel enterprises as the great importance for the digitalization of the revenue management system.