Estratégias empresariais na formação de preços em empreendimentos hoteleiros: estudo multicaso dos hotéis upscale de Curitiba/PR

Abstract

The following work approaches the business strategies used in hotel pricing, taking as objects of study upscale hotels in Curitiba, Paraná. The hotels, which play an important role in the tourism industry and are fundamental to the world economy, have some peculiarities in terms of strategic management that are not founded in other enterprises, especially considering the luxury or upscale category hotels. Thus, the research aims to “identifying hotel pricing strategies developed in upscale hotel in Curitiba/PR” considering as specific objectives (1) “analyzing cost management in the service sector”; (2) “surveying strategies used for hotel pricing” and (3) “characterizing the main strategies employed in hotel pricing”. The research achieves such goals by using the case study method and descriptive research, surveying the main available information about hotels, cost management and business strategies. Interviews were conducted at 6 of the 7 upscale hotels in Curitiba/PR – this being a multi-case method – to understand the pricing process in each of them. A hotel Revenue Management consultant was also interviewed to compare information obtained during hotel interviews. In the analysis of results, the strategies used by the hotels for pricing were highlighted, the role of the revenue manager in the application of rates consistent with the market and the differentiated commitment in the strategies employed and market performance considering the upscale category. It was concluded, through the research, that much of the problem highlighted in the introduction of the work – in relation to the reduction of RevPar index in upscale hotels – is due to the lowering of daily rates in upscale hotels in Curitiba/PR as a result of the current economic scenario and the demand profile of these hotels that, in order to avoid low occupancy, end up diminishing rates instead of tackling the matter by following innovative strategies, for example. Thus, as an answer to the question created about “how are hotel pricing developed and practiced in Curitiba/PR” it is possible to state that pricing strategies are developed considering primarily the cost and principles of revenue management, with or without the support of RM software and rates distribution. It should be noted here that the search results cannot be generalized with other markets such as different hotel categories. Furthermore, it suggests that research has to be done – and may be supported in this study – considering other samples to complement the results obtained here andthat the survey and characterizations made in this study may help in the creation of different strategies according to the problems and objectives of each hotel.