{"id":14369,"date":"2023-06-19T09:00:37","date_gmt":"2023-06-19T07:00:37","guid":{"rendered":"https:\/\/www.revfine.com\/?p=14369"},"modified":"2023-12-06T16:16:05","modified_gmt":"2023-12-06T15:16:05","slug":"hotel-kpis-upsell-marketing-performance","status":"publish","type":"post","link":"https:\/\/www.revfine.com\/fr\/hotel-kpis-upsell-marketing-performance\/","title":{"rendered":"9 KPI h\u00f4teliers essentiels pour optimiser vos performances de marketing incitatif"},"content":{"rendered":"

L\u2019industrie h\u00f4teli\u00e8re utilise de nombreux indicateurs de performance cl\u00e9s uniques. On pense naturellement \u00e0 l'ADR (tarif journalier moyen), au RevPAR (revenu par chambre disponible) et \u00e0 l'Occ% (occupation). Ces indicateurs refl\u00e8tent la nature unique de notre activit\u00e9, mais leur existence d\u00e9termine \u00e9galement notre attention et nos actions. Surveiller les KPI de votre h\u00f4tel se traduit par l'optimisation des activit\u00e9s cl\u00e9s pour influencer positivement ces KPI. Comme le dit le vieil adage, \u00ab ce qui n\u2019est pas mesur\u00e9 ne peut pas \u00eatre am\u00e9lior\u00e9 \u00bb.<\/em><\/p>\n

La vente incitative d\u2019h\u00f4tels devient plus importante que jamais<\/h2>\n

Par exemple, avant Internet, le concept de \u00ab conversion % \u00bb<\/em> \u00e9tait bien moins important qu\u2019aujourd\u2019hui. Aujourd\u2019hui, alors que les consommateurs utilisent essentiellement le libre-service de r\u00e9servation, il est essentiel que les interfaces de marketing et de r\u00e9servation des produits soient suffisamment attrayantes et simples pour garantir que l\u2019internaute devienne un r\u00e9servateur \u2013 sur votre site et sur aucun autre. Ainsi, la conversion est extr\u00eamement essentielle pour les gestionnaires de sites Web d\u2019h\u00f4tels.<\/p>\n

Alors que de plus en plus d\u2019h\u00f4tels se remettent de la pand\u00e9mie, il est plus critique que jamais de compenser la perte de revenus. Il est bien \u00e9tabli que la vente incitative est la cl\u00e9 de cet effort. La vente incitative ajoute des revenus directement au chiffre d\u2019affaires, surtout si elle est r\u00e9alis\u00e9e gr\u00e2ce \u00e0 une automatisation permettant de r\u00e9duire les co\u00fbts. Mais tout comme pour la gestion du taux ou de la conversion, nous devons mesurer pour optimiser.<\/p>\n

9 KPI essentiels pour mesurer vos performances de vente incitative<\/h2>\n

Pour aider les h\u00f4tels sur leur chemin, voici les KPI cl\u00e9s de vente incitative que tous les h\u00f4teliers devraient inclure dans leur arsenal de rapports pour un succ\u00e8s maximal.<\/p>\n

1. Revenus de vente incitative par chambre disponible (UpRevPar)<\/span><\/h3>\n

Formule:<\/strong> Revenus des ventes incitatives des h\u00f4tels \/ Nombre de chambres d'h\u00f4tel<\/em><\/p>\n

Les revenus de vente incitative par chambre disponible et par mois sont un indicateur cl\u00e9 des performances de vente incitative, illustrant, en moyenne, le montant total des revenus de vente incitative g\u00e9n\u00e9r\u00e9s par les chambres d'h\u00f4tel.<\/p>\n

2. Revenu par r\u00e9servation vendue incitative $ (RLiftUpSold$)<\/span><\/h3>\n

Formule:<\/strong> Revenus de vente incitative de l'h\u00f4tel\/achats de vente incitative de r\u00e9servations d'h\u00f4tel<\/em><\/p>\n

Le revenu par r\u00e9servation incitative repr\u00e9sente le revenu moyen de vente incitative g\u00e9n\u00e9r\u00e9 par une r\u00e9servation qui a \u00e9t\u00e9 vendue incitative.<\/p>\n

3. Taux d'exposition<\/span><\/h3>\n

Formule<\/strong>\u00a0: % d'e-mails de vente incitative envoy\u00e9s<\/em><\/p>\n

Le taux d'exposition examine le pourcentage d'e-mails envoy\u00e9s aux clients avec des offres de vente incitative. Bien que la dur\u00e9e de vie et l'occupation jouent un r\u00f4le, un taux d'exposition \u00e9lev\u00e9 de 80% ou plus avec des offres de vente incitative offre de plus grandes opportunit\u00e9s de maximiser les conversions.<\/p>\n

4. Revenu par r\u00e9servation expos\u00e9e (RevPEX)<\/span><\/h3>\n

Formule:<\/strong> Revenus de vente incitative de l'h\u00f4tel \/ non. d'e-mails de vente incitative envoy\u00e9s<\/em><\/p>\n

Les revenus par r\u00e9servation expos\u00e9e indiquent, en moyenne, le montant des revenus g\u00e9n\u00e9r\u00e9s par les offres de vente incitative par courrier \u00e9lectronique envoy\u00e9es aux clients ayant une r\u00e9servation. Semblable au revenu par offre consult\u00e9e (RevPI), plus ce chiffre est \u00e9lev\u00e9, ce qui r\u00e9v\u00e8le l'efficacit\u00e9 du programme global de vente incitative, depuis l'e-mail, le teaser, le prix de l'offre et le temps lui-m\u00eame.<\/p>\n

5. Revenu par offre consult\u00e9e (RevPI)<\/span><\/h3>\n

Formule:<\/strong> Revenu total de vente incitative\/nombre de vues d'offre<\/em><\/p>\n

Plus ce nombre est \u00e9lev\u00e9, meilleure est l'offre page qui se convertit en achats. C'est une bonne indication d'une offre et d'offres efficaces page.<\/p>\n

6. Surclassement moyen de la chambre (AveRu)<\/span><\/h3>\n

Formule:<\/strong> Revenu total de surclassement de chambre \/ nombre de surclassements de chambres<\/em><\/p>\n

Le surclassement moyen de chambre illustre, en moyenne, le montant des revenus g\u00e9n\u00e9r\u00e9s par le surclassement de chambre. Bien que les surclassements de chambre d\u00e9pendent en grande partie du tarif, de l'occupation, du type d'h\u00f4tel et de l'ADR de l'h\u00f4tel, cela peut \u00eatre un moyen rapide de mettre en valeur l'argent restant sur la table en n'ayant pas mis en place de programme de vente incitative.<\/p>\n

7. Surclassement moyen pour arriv\u00e9e anticip\u00e9e (AveEU)<\/span><\/h3>\n

Formule:<\/strong> Revenu total des arriv\u00e9es anticip\u00e9es\/nombre d'arriv\u00e9es anticip\u00e9es vendues<\/em><\/p>\n

Le surclassement moyen pour arriv\u00e9e anticip\u00e9e indique la valeur, en moyenne, des demandes d\u2019arriv\u00e9e anticip\u00e9e vendues.<\/p>\n

8. Surclassement moyen pour d\u00e9part tardif (AveLD)<\/span><\/h3>\n

Formule:<\/strong> Revenu total des d\u00e9parts tardifs\/nombre de d\u00e9parts tardifs vendus<\/em><\/p>\n

Le surclassement moyen pour d\u00e9part tardif indique la valeur, en moyenne, des demandes de d\u00e9part tardif vendues.<\/p>\n

9. Retour sur investissement (ROI)<\/span><\/h3>\n

Formule:<\/strong> Revenu total de vente incitative\/co\u00fbt par chambre et par mois<\/em><\/p>\n

Le retour sur investissement mesur\u00e9 ne n\u00e9cessite g\u00e9n\u00e9ralement pas beaucoup d\u2019explications. Cependant, ce chiffre met en \u00e9vidence le total des revenus de vente incitative g\u00e9n\u00e9r\u00e9s par l'utilisation d'un outil logiciel de vente incitative, tel que ROOMDEX<\/a><\/span> moins les frais.<\/p>\n

Sans KPI, il est peu probable qu\u2019un programme de vente incitative fonctionne avec une efficacit\u00e9 optimale et un profit maximum.<\/strong> Gr\u00e2ce aux nouveaux KPI de vente incitative, les h\u00f4teliers peuvent mesurer leurs performances avec plus de pr\u00e9cision et \u00eatre s\u00fbrs de pouvoir proc\u00e9der \u00e0 des ajustements intelligents pour tirer le meilleur parti de leur programme de vente incitative et augmenter leur rentabilit\u00e9. Associ\u00e9s aux \u00e9conomies de co\u00fbts et au retour sur investissement d'un programme d'automatisation des ventes incitatives, ces KPI aideront votre h\u00f4tel \u00e0 compenser la perte de revenus des 15 derniers mois.<\/strong><\/p>\n

\n

Plus de conseils pour d\u00e9velopper votre entreprise<\/h3>\nRevfine.com<\/strong> est la plateforme de connaissances leader dans le secteur de l'h\u00f4tellerie et du voyage. Les professionnels utilisent nos connaissances, nos strat\u00e9gies et nos conseils pratiques pour s'inspirer, optimiser leurs revenus, innover dans leurs processus et am\u00e9liorer l'exp\u00e9rience client.

\n\nD\u00e9couvrez des conseils d'experts sur la gestion, le marketing, revenue management, les op\u00e9rations, les logiciels et la technologie dans notre H\u00f4tel<\/a><\/span>, Hospitalit\u00e9<\/a><\/span>, et Voyages et tourisme<\/a><\/span> cat\u00e9gories.<\/div>","protected":false},"excerpt":{"rendered":"

L'industrie h\u00f4teli\u00e8re utilise de nombreux indicateurs de performance cl\u00e9s uniques. On pense naturellement \u00e0 l'ADR (tarif journalier moyen), au RevPAR (revenu par chambre disponible) et \u00e0 l'Occ% (occupation). Ces mesures refl\u00e8tent la nature unique de notre entreprise, mais leur existence motive \u00e9galement notre attention et nos actions. Observer les KPI de votre h\u00f4tel se traduit par l'optimisation des activit\u00e9s cl\u00e9s pour influencer positivement ces KPI. Comme l'ancien<\/p>","protected":false},"author":1,"featured_media":14370,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11,197],"tags":[660],"class_list":["post-14369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-kpi","category-marketing","tag-roomdex"],"yoast_head":"\n9 Essential Hotel KPIs to Optimize Your Upsell Marketing Performance<\/title>\n<meta name=\"description\" content=\"In this article, you find nine essential hotel KPIs to measure and optimize your upsell marketing performance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.revfine.com\/fr\/hotel-kpis-upsell-marketing-performance\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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