Revenue Management in the Hospitality Industry – Case Study of Hotels in Zagreb

Glavni cilj upravljanja prihodima, kao relativno nove discipline, je postizanje maksimalnih ukupnih prihoda i optimiziranje troškova koristeći financijske i nefinancijske instrumente upravljanja prihodima, te interne i eksterne pokazatelje. Upravljanje prihodima primjenjivo je u svim industrijama, pa tako i u hotelskoj industriji. U praksi se pokazala se kao vrlo korisna tehnika određivanja cijena u hotelijerstvu. U Hrvatskoj se upravljanje prihodima polako uvodi u hotele u posljednjih nekoliko godina, što je i dokazalo provedeno istraživanje ovog studija slučaja. Istraživanje je provedeno metodom intervjua među šest odabranih uzoraka hotela u kojem je glavni kriterij odabira bila kategorija od 4 i 5 zvijezdica.The main goal of Revenue Management as a relatively new discipline is to achieve maximum of total revenues and optimize costs by using pricing and non pricing Revenue Managements tools, as well as internal and external indicators. Revenue managements is applicable to all industries, including hotel industry. In practice, it has provide to be very useful price determination tehnique in hotel industry. In Croatia, Revenue Management is slowly being introduced into hotels in the last few years, which has been provide by the research of this case study. The research was conducted by interview method among six selected sample hotels where the main criteria for the selection was a category of 4 and 5 stars