{"id":35145,"date":"2025-07-01T10:03:29","date_gmt":"2025-07-01T08:03:29","guid":{"rendered":"https:\/\/www.revfine.com\/?p=35145"},"modified":"2025-07-01T17:00:44","modified_gmt":"2025-07-01T15:00:44","slug":"revenue-management-system-not-just-for-booms-but-for-bumps-too","status":"publish","type":"post","link":"https:\/\/www.revfine.com\/fr\/revenue-management-system-not-just-for-booms-but-for-bumps-too\/","title":{"rendered":"Syst\u00e8me de gestion des revenus\u00a0: pas seulement pour les p\u00e9riodes d&#039;expansion, mais aussi pour les p\u00e9riodes de forte croissance"},"content":{"rendered":"<p><em>Lorsqu&#039;un \u00e9v\u00e9nement majeur se profile, les attentes sont \u00e9lev\u00e9es. Vous pr\u00e9voyez une occupation compl\u00e8te, augmentez vos tarifs et pr\u00e9parez votre \u00e9quipe. Mais que se passe-t-il lorsque les r\u00e9servations ne sont pas au rendez-vous\u00a0? C&#039;est l\u00e0 qu&#039;un syst\u00e8me revenue management devient plus qu&#039;un simple accessoire. Dans cet article, nous explorerons comment un syst\u00e8me revenue management (RMS) aide les h\u00f4teliers \u00e0 g\u00e9rer cet \u00e9cart entre pr\u00e9visions et r\u00e9alit\u00e9, en utilisant des exemples concrets tir\u00e9s du Concours Eurovision de la Chanson 2025 \u00e0 B\u00e2le et de l&#039;\u00e9t\u00e9 europ\u00e9en avec plafonnement des tarifs en Allemagne.<\/em><\/p>\n<h2>Le v\u00e9ritable test de RMS\u00a0? Quand les choses ne se d\u00e9roulent pas comme pr\u00e9vu.<\/h2>\n<p>On le dit souvent : la v\u00e9ritable magie du revenue management r\u00e9side dans sa capacit\u00e9 \u00e0 garder une longueur d&#039;avance et \u00e0 s&#039;adapter aux changements de derni\u00e8re minute. Certes, un RMS embellit les bonnes semaines. Mais lorsque les t\u00e9l\u00e9phones restent silencieux et que les pr\u00e9visions les plus ensoleill\u00e9es se couvrent de nuages, c&#039;est l\u00e0 que \u00e7a devient difficile. <em>peut<\/em> vraiment te sauver.<\/p>\n<p>Car dans les semaines difficiles, la confiance dans les prix est primordiale.<\/p>\n<h2>ESC 2025 \u00e0 B\u00e2le\u00a0: quand les attentes ne correspondent pas \u00e0 la r\u00e9alit\u00e9<\/h2>\n<p>Un grand \u00e9v\u00e9nement en ville ? Les attentes montent. C&#039;est exactement ce qui s&#039;est produit lors du Concours Eurovision de la Chanson \u00e0 B\u00e2le en mai 2025. Les h\u00f4tels s&#039;attendaient \u00e0 un boom, mais celui-ci a plut\u00f4t sembl\u00e9 s&#039;essouffler en d\u00e9but de semaine. La demande, surtout compar\u00e9e \u00e0 celle des Swiss Biotech Days de la semaine pr\u00e9c\u00e9dente, n&#039;a tout simplement pas \u00e9t\u00e9 \u00e0 la hauteur des esp\u00e9rances.<\/p>\n<p>Les m\u00e9dias ont qualifi\u00e9 cette situation de d\u00e9ception. Mais pour certains h\u00f4teliers, la situation \u00e9tait diff\u00e9rente.<\/p>\n<p>Chez RoomPriceGenie, nous avons examin\u00e9 les donn\u00e9es de sept propri\u00e9t\u00e9s en utilisant des strat\u00e9gies plus flexibles et ax\u00e9es sur le march\u00e9, et les r\u00e9sultats ont \u00e9t\u00e9 impressionnants :<\/p>\n<ul>\n<li>9% occupation moyenne sur la semaine<\/li>\n<li>Occupation du 2% le samedi soir<\/li>\n<li>ADR confortablement au-dessus de 300 CHF<strong><br \/>\n<\/strong><\/li>\n<\/ul>\n<p>Voici ce qui a fait la diff\u00e9rence :<\/p>\n<ul>\n<li>S\u00e9jours minimums plus courts<\/li>\n<li>Ajustements tarifaires mod\u00e9r\u00e9s en fonction de la reprise r\u00e9elle<\/li>\n<li>Disponibilit\u00e9 agile qui s&#039;adapte \u00e0 l&#039;\u00e9volution de la demande<\/li>\n<li>La confiance doit rester stable au d\u00e9but, puis agir rapidement lorsque la demande reprend<\/li>\n<\/ul>\n<p>Certains appartements avec services et concepts de long s\u00e9jour sont rest\u00e9s au-dessus de 90% d&#039;occupation toute la semaine, et la plupart des propri\u00e9t\u00e9s se sont rapidement remises des annulations.<\/p>\n<p>La semaine de l&#039;ESC n&#039;a donc pas \u00e9t\u00e9 une victoire automatique pour tous. Mais le potentiel \u00e9tait l\u00e0 pour ceux qui ont su rester r\u00e9actifs au march\u00e9 gr\u00e2ce \u00e0 un RMS, et cela a port\u00e9 ses fruits.<\/p>\n<h2>Euro 2024 en Allemagne\u00a0: de grandes attentes, une r\u00e9alit\u00e9 modeste<\/h2>\n<p>Au coup d&#039;envoi de l&#039;Euro, les h\u00f4teliers allemands \u00e9taient pleins d&#039;optimisme. Les r\u00e9servations anticip\u00e9es dans des villes comme Cologne et Leipzig \u00e9taient d\u00e9j\u00e0 en hausse. <a href=\"https:\/\/www.costar.com\/article\/903471244\/how-germanys-hotel-demand-is-trending-ahead-of-euro-2024\" target=\"_blank\" rel=\"noopener\">au-dessus de 70% pour les soir\u00e9es de match cl\u00e9s<\/a> d\u00e9but mai. Les tarifs journaliers moyens ont bondi <a href=\"https:\/\/www.siteminder.com\/news\/uefa-euro-germany-hotels\/\" target=\"_blank\" rel=\"noopener\">40%<\/a>, et <a href=\"https:\/\/www.upday.com\/de\/em-hohe-nachfrage-und-steigende-hotelpreise-das-sollten-fans-wissen?\" target=\"_blank\" rel=\"noopener\">certains m\u00e9dias<\/a> Les supporters ont \u00e9t\u00e9 avertis qu&#039;ils devaient se pr\u00e9parer \u00e0 des prix exorbitants. L&#039;Institut Ifo a m\u00eame pr\u00e9dit <a href=\"https:\/\/www.reuters.com\/markets\/europe\/euro-2024-tourism-bring-1-billion-germany-study-shows-2024-06-14\/\" target=\"_blank\" rel=\"noopener\">1 milliard d&#039;euros<\/a> en d\u00e9penses touristiques suppl\u00e9mentaires pendant le tournoi.<\/p>\n<p>Mais une fois le tournoi commenc\u00e9, les choses se sont d\u00e9roul\u00e9es diff\u00e9remment.<\/p>\n<p>Selon <a href=\"https:\/\/str.com\/data-insights-blog\/str-weekly-insights-30-june-6-july-2024\" target=\"_blank\" rel=\"noopener\">STR<\/a>, le taux d&#039;occupation \u00e0 l&#039;\u00e9chelle nationale a en fait l\u00e9g\u00e8rement diminu\u00e9 (- 0,5 point de pourcentage) pendant les semaines de pointe. Et dans un <a href=\"https:\/\/www.gastronomie-report.de\/news\/2024\/07\/dehoga_umfrage_umsatzrueckgang.php\" target=\"_blank\" rel=\"noopener\">DEHOGA<\/a> Selon une enqu\u00eate men\u00e9e par Pulse, 88% des entreprises d&#039;h\u00f4tellerie allemandes ont d\u00e9clar\u00e9 ne pas avoir constat\u00e9 d&#039;effet positif du tournoi.<\/p>\n<p>Alors qu&#039;est-ce qui s&#039;est mal pass\u00e9 ?<\/p>\n<ul>\n<li><strong>Les excursionnistes ont domin\u00e9.<\/strong> Gr\u00e2ce au train \u00e0 grande vitesse et aux bus interurbains bon march\u00e9, de nombreux fans ont compl\u00e8tement \u00e9vit\u00e9 les h\u00f4tels.<\/li>\n<li><strong>La r\u00e9sistance des prix s\u2019installe.<\/strong> Avec des chambres dont le prix peut atteindre <a href=\"https:\/\/www.mylighthouse.com\/resources\/blog\/hotel-revenue-managers-cash-in-on-euro-2024\" target=\"_blank\" rel=\"noopener\">57% au-dessus de la moyenne<\/a>, certains invit\u00e9s ont cherch\u00e9 des alternatives moins ch\u00e8res ou sont rest\u00e9s chez eux.<\/li>\n<li><strong>La demande r\u00e9guli\u00e8re a \u00e9t\u00e9 d\u00e9plac\u00e9e.<\/strong> Les invit\u00e9s d&#039;affaires et de loisirs ont \u00e9vit\u00e9 les villes h\u00f4tes, compensant ainsi l&#039;afflux de supporters.<\/li>\n<li><strong>La m\u00e9t\u00e9o et les d\u00e9parts anticip\u00e9s n&#039;ont pas aid\u00e9.<\/strong> La d\u00e9faite de l&#039;Allemagne en quarts de finale et le temps orageux ont g\u00e2ch\u00e9 les s\u00e9jours prolong\u00e9s et <a href=\"https:\/\/www.euronews.com\/my-europe\/2024\/07\/17\/has-the-euro-2024-been-financially-worth-it-for-germany\" target=\"_blank\" rel=\"noopener\">d\u00e9penses de c\u00e9l\u00e9bration<\/a>.<\/li>\n<\/ul>\n<p>Oui, il y a eu des pics : Berlin a vu <a href=\"https:\/\/str.com\/data-insights-blog\/str-weekly-insights-14-20-july-2024\" target=\"_blank\" rel=\"noopener\">Occupation de 87% et augmentation de 199% de l&#039;ADR<\/a> Au cours du dernier week-end, le tournoi n&#039;a cependant pas atteint les objectifs de revenus de l&#039;h\u00f4tel allemand.<\/p>\n<h2>Ce que vous pouvez apprendre lorsque les attentes ne correspondent pas \u00e0 la r\u00e9alit\u00e9<\/h2>\n<p>Lorsque les attentes sont \u00e9lev\u00e9es mais que les r\u00e9servations sont insuffisantes, un RMS vous aide \u00e0 vous adapter en temps r\u00e9el et \u00e0 rester agile. Les \u00e9tablissements qui s&#039;appuient sur les donn\u00e9es, et non sur le buzz, pourraient\u00a0:<\/p>\n<ul>\n<li>Modifiez vos prix plus t\u00f4t en observant la reprise r\u00e9elle<\/li>\n<li>Ajuster les politiques de dur\u00e9e de s\u00e9jour avant que la demande ne baisse<\/li>\n<li>Promouvoir les soir\u00e9es interm\u00e9diaires et les offres flexibles pour attirer les fans nationaux<\/li>\n<li>Prot\u00e9ger leur part sans compter sur des taux gonfl\u00e9s<\/li>\n<\/ul>\n<p>En bref, ils ont \u00e9volu\u00e9 avec le march\u00e9, et non contre lui.<\/p>\n<h2>Pourquoi le RMS est encore plus important en p\u00e9riode d&#039;incertitude<\/h2>\n<p>Un RMS ne vous aide pas seulement \u00e0 profiter pleinement des bons moments. Il vous aide \u00e9galement \u00e0\u00a0:<\/p>\n<ul>\n<li>R\u00e9agissez rapidement lorsque la demande change<\/li>\n<li>Maintenir des d\u00e9cisions de tarification bas\u00e9es sur des donn\u00e9es r\u00e9elles du march\u00e9<\/li>\n<li>\u00c9vitez de surcorriger trop tard<\/li>\n<li>Gagnez du temps pour vous concentrer sur l&#039;exp\u00e9rience client et non sur les feuilles de calcul<\/li>\n<\/ul>\n<p>Que vous soyez confront\u00e9 \u00e0 une semaine d&#039;\u00e9v\u00e9nements calmes ou \u00e0 un changement soudain de la demande, RMS vous garde une longueur d&#039;avance.<\/p>\n<h2>Strat\u00e9gies intelligentes de gestion des revenus lorsque les plans \u00e9chouent<\/h2>\n<p>Voici comment faire en sorte que votre RMS travaille plus dur lorsque le plan ne se d\u00e9roule pas comme pr\u00e9vu\u00a0:<\/p>\n<ul>\n<li>Limitez les s\u00e9jours minimums \u00e0 moins que la demande ne justifie r\u00e9ellement une dur\u00e9e plus longue.<\/li>\n<li>Surveillez le ramassage t\u00f4t, quotidiennement et avec un contexte<\/li>\n<li>Concentrez-vous sur les soir\u00e9es interm\u00e9diaires, pas seulement sur les dates phares<\/li>\n<li>D\u00e9finissez des alertes de rythme pour agir avant que les choses ne d\u00e9g\u00e9n\u00e8rent<\/li>\n<li>Assurez-vous que toute votre \u00e9quipe comprend ce que vous faites et pourquoi<strong><br \/>\n<\/strong><\/li>\n<\/ul>\n<h2>De bons r\u00e9sultats ne proviennent pas uniquement d&#039;une forte demande<\/h2>\n<p>Tous les grands \u00e9v\u00e9nements ne se transforment pas en victoires majeures. Avec une strat\u00e9gie de revenus adapt\u00e9e et un syst\u00e8me de gestion des ventes agile, vous n&#039;avez pas besoin de compter sur une forte demande pour r\u00e9ussir. Des d\u00e9cisions intelligentes et r\u00e9actives peuvent transformer une semaine incertaine en une semaine dont vous serez fier. Cela signifie moins d&#039;h\u00e9sitations et des d\u00e9cisions plus sereines, sereines et comp\u00e9titives.<\/p>\n<h2><i class=\"fb-icon-element-1 fb-icon-element fontawesome-icon fa-book-reader fas circle-yes fusion-text-flow fa-spin\" style=\"--awb-iconcolor:#212121;--awb-iconcolor-hover:#212121;--awb-circlecolor:#d4a763;--awb-circlecolor-hover:#d4a763;--awb-circlebordercolor:#d4a763;--awb-circlebordercolor-hover:#d4a763;--awb-circlebordersize:1px;--awb-font-size:22.88px;--awb-width:45.76px;--awb-height:45.76px;--awb-line-height:43.76px;--awb-margin-right:13px;\"><\/i><span style=\"text-decoration: underline;\">Guide gratuit<\/span>:Les avantages de la gestion des revenus<\/h2>\n<div class=\"first-sentence-half\">\n<p>En lisant ce guide, vous obtiendrez des informations pr\u00e9cieuses sur l&#039;impact de revenue management sur chaque service et apprendrez \u00e0 mettre en \u0153uvre des strat\u00e9gies de tarification qui augmentent les revenus, rationalisent les op\u00e9rations et am\u00e9liorent l&#039;exp\u00e9rience des clients.<\/p>\n<p><a href=\"https:\/\/www.revfine.com\/fr\/page\/guider-les-avantages-de-la-gestion-des-revenus\/\"><span style=\"text-decoration: underline; font-size: 12pt;\">Cliquez ici<\/span><\/a> pour t\u00e9l\u00e9charger le guide \u00ab<em>Les avantages de la gestion des revenus<\/em>\u00bb.<\/p>\n<div class='code-block code-block-1' style='margin: 8px 0; clear: both;'>\n<h3>Plus de conseils pour d\u00e9velopper votre entreprise<\/h3>\n<strong>Revfine.com<\/strong> est la plateforme de connaissances leader dans le secteur de l&#039;h\u00f4tellerie et du voyage. Les professionnels utilisent nos connaissances, nos strat\u00e9gies et nos conseils pratiques pour s&#039;inspirer, optimiser leurs revenus, innover dans leurs processus et am\u00e9liorer l&#039;exp\u00e9rience client.<br><br>\n\nD\u00e9couvrez des conseils d&#039;experts sur la gestion, le marketing, revenue management, les op\u00e9rations, les logiciels et la technologie dans notre <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.revfine.com\/fr\/category\/hotel-blog\/\">H\u00f4tel<\/a><\/span>, <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.revfine.com\/fr\/category\/hospitalite\/\">Hospitalit\u00e9<\/a><\/span>, et <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.revfine.com\/fr\/category\/voyager\/\">Voyages et tourisme<\/a><\/span> cat\u00e9gories.<\/div>\n\n<div class=\"fusion-reading-box-container reading-box-container-1\" style=\"--awb-title-color:#212121;--awb-margin-top:70px;--awb-margin-bottom:40px;\"><div class=\"reading-box\" style=\"background-color:#f6f6f6;border-width:1px;border-color:#f6f6f6;border-top-width:3px;border-top-color:var(--primary_color);border-style:solid;\"><div class=\"fusion-reading-box-flex\"><h2>Cet article est r\u00e9dig\u00e9 par notre partenaire expert RoomPriceGenie<\/h2><a class=\"button fusion-button button-default fusion-button-xlarge button-xlarge button-flat fusion-desktop-button fusion-tagline-button continue continue-right\" style=\"-webkit-box-shadow:none;-moz-box-shadow:none;box-shadow:none;border-radius:2px 2px 2px 2px\" href=\"https:\/\/www.revfine.com\/fr\/page\/roompricegenie\/\" target=\"_self\"><span>Page partenaire<\/span><\/a><\/div><a class=\"button fusion-button button-default fusion-button-xlarge button-xlarge button-flat fusion-mobile-button continue-right\" style=\"-webkit-box-shadow:none;-moz-box-shadow:none;box-shadow:none;border-radius:2px 2px 2px 2px\" href=\"https:\/\/www.revfine.com\/fr\/page\/roompricegenie\/\" target=\"_self\"><span>Page partenaire<\/span><\/a><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Lorsqu&#039;un \u00e9v\u00e9nement important se profile, les attentes sont \u00e9lev\u00e9es. Vous pr\u00e9voyez une occupation compl\u00e8te, augmentez vos tarifs et pr\u00e9parez votre \u00e9quipe. Mais que se passe-t-il lorsque les r\u00e9servations ne sont pas au rendez-vous\u00a0? C&#039;est l\u00e0 qu&#039;un syst\u00e8me revenue management devient plus qu&#039;un simple accessoire. Dans cet article, nous explorons comment un syst\u00e8me revenue management (RMS) aide les h\u00f4teliers \u00e0 g\u00e9rer cette situation.<\/p>","protected":false},"author":1,"featured_media":35146,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[769,799],"tags":[224],"class_list":["post-35145","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-revenue-management-system","category-revenue-management-strategies","tag-roompricegenie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Revenue Management System: Not for Booms, but for Bumps Too<\/title>\n<meta name=\"description\" content=\"Here, we\u2019ll explore how a revenue management system helps hoteliers navigate that gap between forecast and reality.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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