Integrating operational and financial perspectives using yield management techniques: an add‐on matrix model

Yield management (YM) tends to emphasize revenue management, which is understandable, given the capital intensive nature of the hotel industry. To evaluate these strategies profitability or return must be assessed, together with management performance or efficiency, in the context of the level of risk to which the investment is subjected. Provides a two‐step matrix model with which hotel owners and operators can evaluate their yield management strategies and quantify their effectiveness.