Yield Management and Relationships with Customers, Distribution Channels and Human Resources in the Hotel Sector

Abstract

Over the past years "yield management" (also called "revenue management") has become increasingly applied in the hotel sector. However, little research has investigated the effects of these practices on the relationships between hotels and their customers.

The paper firstly examines the nature and the various aspects of the client perceptions regarding yield management techniques, focusing especially on perceptions of fairness. Secondly, the paper analyses the variety of actions that hotel companies may design and implement in order to properly anticipate, face and manage customer conflicts resulting from unfairness. Thirdly, the relationships with distribution channels and hotel human resources are considered. Finally, these managerial techniques adopted by the hotel companies are evaluated in the framework of a business ethics approach.

Keywords: yield management, revenue management, hotel, fairness

JEL Classification: M31