ANÁLISIS DE LA IMPLEMENTACIÓN DEL REVENUE MANAGEMENT PARA LA COMERCIALIZACIÓN HOTELERA. CASO HOTEL CONTINENTAL, GUAYAQUIL

Abstract

The hospitality industry in the city of Guayaquil has been evolving over time. The high supply in the market and the current situation of the country have caused in a general level a significant decrease in sales of hotels. The Continental Hotel is a four-star executive hotel located in a strategic sector of the city of Guayaquil, considered a traditional hotel with 50 years of experience in the market. In the present case study will evaluate the effect of the implementation of revenue management as a new strategy of the establishment. First, a descriptive research was carried out on the concepts applied to later conduct a qualitative study, applying the methodology of multiple case studies through in-depth interviews based on the analysis of data obtained before and after the implementation of revenue management and As a complement, interviews were carried out with the main actors within the company. As a result, after a year of establishing this new system, an increase in general revenues was generated, an increase in revenues of certain segments is observed, while in sales of number of rooms there are no significant changes, creating questions for Future strategies.