講   題: 飯店房型訂房控制策略:理論模型與實務探討 Booking Control Policy of a Hotel with Multiple Room Levels: Theoretical Model and Case Study

主 講 人:台灣大學資訊管理學系 孔令傑 副教授 Ling-Chieh Kung,

Department of Information Management, National Taiwan University

主 持 人:王志軒 教授

主辦單位:交通大學工業工程與管理系

時   間: 108年 10月 14日(星期一) 13:20 ~ 15:20

地   點:管二館520室

演講摘要:

Facing a travel agent’s order, most of the hotels will accept the order if they have enough rooms. However, because it orders a large number of rooms, a travel agent usually asks for a lower price. Rejecting a travel agent’s order can reserve those rooms to individuals or business customers for a higher price, which may allow a hotel to earn more money. Furthermore, if a hotel does not have enough low-type rooms, it may consider to freely upgrade the request to high-level rooms to accept the order in practice. In our study, we take future demands and room upgrade into consideration, build a dynamic programming model to help hotels find the bottom line price of accepting a travel agent’s order to maximize expected revenue. We show that if a hotel adopts our model, its expected profit will increase when there are more unsold rooms or more days before check in. However, the bottom line cannot be predicted easily and may be affected by the numbers of unsold rooms and days before check in in various ways. We have done some numerical experiments and found that when travel agents’ bargaining power becomes lower, market condition becomes worse, and the probability for travel agents’ orders to appear becomes lower, considering room upgrade has a positive impact on the expected revenue. When travel agents’ bargaining power becomes higher or the average number of rooms travel agents order becomes higher, considering future demand increases the expected revenue. Finally, we use a Taiwanese hotel’s historical sales data to examine the amount of expected revenue that our model may increase for the hotel. We find that using our proposed model can increase the hotel’s revenue by 9.5%.

演講性質:學術研究專題

歡迎聽講