Case Study: Shenzhenair Hotel Management achieves revenue growth and a data-driven revenue management culture with IDeaS

Improving Performance by Developing Revenue Management Culture

Shenzhenair Hotel Management, the hotel arm of Shenzhen Airlines, faced intense local competition, declining profitability and pressure from online travel agencies in the fast-growing Shenzhen market. To build more scientific, data-driven operations, the company partnered with IDeaS in 2013 and rolled out IDeaS’ revenue management consulting services, including an audit, internal revenue management training and the Virtual Revenue Management Service (VRMS) at Shenzhenair International Hotel.

IDeaS’ combined audit, training and one-year VRMS engagement helped the hotel establish a revenue management culture and more detailed, data-led processes. Within a year Shenzhenair International Hotel saw occupancy rise 3.2%, ADR up 2.7% and RevPAR up 5.9% versus the prior year, while MPI increased 1.4%, ARI 3.2% and RGI 4.7% — outperforming the market and strengthening the company’s core competitiveness.

Shenzhenair Hotel Management

Xiao Qiang

Deputy General Manager