Pratique du surbooking dans l’hôtellerie : entre le souci de l’optimisation du revenu et la gestion des conflits
Résumé
Le surbooking constitue une stratégie importante pour plusieurs entreprises de services pratiquant le Revenue Management, notamment les hôtels. Après une brève présentation du Revenue Management, nous examinerons les deux principales approches qui dominent dans la littérature relative au surbooking hôtelier: l’approche « entreprise » qui conçoit le surbooking hôtelier comme une technique d’optimisation du revenu permettant de compenser l’effet des annulations tardives des no-show et des départs anticipés des clients, et l’approche « consommateur » qui perçoit les conséquences du surbooking hôtelier comme une violation des termes du contrat, une forme d’injustice et une pratique ayant un impact négatif sur la satisfaction et la fidélité des clients. Enfin, pour une pratique pertinente du surbooking hôtelier, des recommandations managériales sont proposées.Téléchargements
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