Revenue Management v hotelnictví

The thesis deals with revenue management in the hospitality industry. Its main objective is to identify the key factors influencing its successful implementation in accommodation establishments and to determine how revenue management optimises revenue and profitability while accounting for market dynamics, technological tools and customer behaviour. The theoretical part defines the concept of revenue management, guest segmentation, pricing strategies, technological systems, performance measurement and forecasting. The practical part applies these findings through a qualitative case study of the aparthotel The Julius Prague. The chosen methodology was a qualitative approach based on a semi-structured interview with the revenue management director, observation of operational processes and an analysis of data from the hotel system and the Lighthouse and CoStar platforms. The results show that successful implementation does not rest on a single tool, but on the interconnection of several areas: technological infrastructure, customer segmentation, a combination of static and dynamic pricing, performance measurement through key indicators, forecasting and the organisational position of revenue management. The thesis also highlights specific limitations of the systems used and proposes expanding forecasting and a wider use of artificial intelligence.