An Investigation of Yield Management in Birmingham Hotels

Yield Management is a scientific theory which aims to maximize profit yields for perishable commodities. Birmingham city centre was selected as the source of information. Data were collected by semi‐structured interviews with a stratified sample of nine city hotel managers to ascertain attitudes to yield management. In addition, objective data were collected to allow calculation of percentage yield values for these hotels. The analysis suggests that current working practices are such that a move to an organized yield management system would not prove a major upheaval, but that the effects on unit efficiency could be very large.