Pitfalls of RevPAR ·
Revenue Mix:
In some instances, rooms revenue accounts for no more than 50-55% of total
revenue. These include hotels with substantial food and beverage
operations. In such cases, RevPAR would only reflect a portion of a
hotel’s revenue performance, disregarding all other sources of
incremental revenues. This will result in an inaccurate analysis when
comparing hotel performances. For example, Hotel X has an average rate of
£70, 70% occupancy, and 100 rooms. Other departmental revenues (including
food and beverage and other operated departmental revenues) for Hotel X
are £500,000. On the other hand, let’s assume that Hotel Y has the same
size and average rate as Hotel X, but an occupancy level of approximately
60% and other departmental revenues of £1,000,000. While the RevPAR of
Hotel X is approximately 15% higher than that of Hotel Y (£49 compared to
£42), Hotel Y has a higher total revenue than Hotel X; £2.28 million for
Hotel X compared to £2.5 million for Hotel Y. If the two hotels have
similar direct expenses (say 35% of revenues), and the quantum of
overheads is the same for the two hotels, Hotel Y would end up making more
money than Hotel X, despite having a poorer RevPAR; ·
Size:
RevPAR
tends to penalise a larger hotel, when compared to a smaller property.
Common sense suggests that it is often easier to have higher occupancy
percentages in a 100-room hotel than in a 200-room hotel, especially when
there are seasonal peaks and troughs (or even fluctuation between weekday
and weekend occupancy levels). Consequently, the revenue per available
room of a large hotel is likely to be lower than that of a smaller hotel,
given similar market conditions. Therefore, hoteliers and potential
investors need to consider the size of a hotel property when comparing the
RevPAR performance of a specific hotel in relation to other hotel
properties. It is not improbable that, due to economies of scale and
incremental revenues, a large hotel has a healthier financial performance
than a smaller hotel with a higher RevPAR. After all, hoteliers do not
take RevPAR or percentages to the bank! · Value Implications: Hotel values are typically based on net free cash flows rather than total revenues. While RevPAR is somewhat related to a hotel’s value, it is not necessarily adequately correlated to the income capitalisation value of a hotel property. However, it can be said that changes in hotel values are often highly correlated to changes in RevPAR (reflecting an elastic relationship). GOPPAR
GOPPAR, or
gross operating profit per available room, is defined as total gross
operating profit (GOP) per available room per day, where GOP is equal to
total revenue less the total departmental and operating expenses. The
following table illustrates the computation of GOPPAR.
While GOPPAR does not indicate the revenue mix of a hotel
property, and therefore does not allow an accurate evaluation of the rooms
revenue department, it does provide a clear indication of a hotel’s
profit potentials. Furthermore, GOPPAR can, in most cases, better reflect
the profitability, management’s efficiency, and underlying value of
hotel properties, as a whole. Advantages of GOPPAR · Revenue Mix: Since GOPPAR reflects the underlying operating profit of a hotel, it provides a clearer indication of the overall performance or cash flow potentials of a hotel property. Hotel companies, investors, valuers and developers can therefore evaluate hotel management’s performance based not only on rooms revenue, but on total revenues and operating efficiency on a per unit basis; · Size: GOPPAR accounts for all operating expenses, most of which include both fixed and variable portions. The fixed portion is mainly associated with the size and requirements of a hotel, while the variable portion relates to the volume of business attributed to the hotel. While a larger hotel will undoubtedly incur higher operating expenses than a smaller hotel, given similar market conditions, a smaller hotel is likely to have higher expenses on a per available room basis (due to the economies of scale of a larger hotel). For example, if a 400-room hotel incurs energy expenses of £175,000 per year (£437 per available room), a 200-room hotel in the same city may typically incur energy costs of £100,000 (£500 per available room). GOPPAR provides excellent performance measurements for hotels, regardless of size. While a smaller hotel can sometimes benefit from a higher RevPAR (because it is more effective in optimising occupancy and room rate), its operating expenses per room are likely to be higher than those of a larger property; · Value Implications: Hotel values are based on net free cash flows or EBITDA (earnings before interest, taxes, depreciation and amortisation). GOPPAR has a greater and more reliable correlation with a hotel’s value than RevPAR. We conducted a linear regression analysis between a hotel’s value per room, RevPAR and GOPPAR. On a random sample of 30 (profitable) hotels our analysis indicates that, on a per room basis, GOPPAR has a direct correlation of between 85% and 90% with a hotel value, while RevPAR has a correlation of approximately 70% to 75% with a hotel’s value. GOPPAR provides a more reliable measure for hotel valuations when compared to RevPAR, and should therefore be used as a more reliable basis for ‘quick and dirty’ hotel investment analyses. A high RevPAR does not necessarily imply a high bottom line and thus a high value; while a high GOPPAR reflects a high bottom line as well as a more reliable indication of value for the property. The
Trick! It should be noted that GOPPAR is highly sensitive to any
fluctuation in RevPAR. The profit margin of the rooms department is
significantly higher than that of any other typical revenue generating
department. Therefore, a slight fluctuation in RevPAR can have a
significant effect on GOPPAR and, consequently, the underlying value of a
hotel. In Table 2, we assume a 5% decline in both occupancy and average
rate for Hotel C, resulting in a decline in RevPAR of approximately 10%.
In addition, let’s assume a decline of 2.5% in other revenues and that
departmental expenses will fluctuate in relation to the volume of
business. The GOPPAR for Hotel C therefore drops by approximately 16%,
from £42 to £35.
The RevPAR conversion into GOPPAR is high (almost a one to
one relationship), so a slight fluctuation in RevPAR could have an even
more significant effect on GOPPAR. Therefore, analysts should not solely
rely on one measure when analysing a hotel property or a portfolio of
hotels), and should regard GOPPAR as a complement to RevPAR. Conclusion RevPAR indicates the performance of a hotel in terms of
rooms inventory management and provides some general market trends;
however, it provides no cost indication of a hotel property and therefore
how much money it is actually – or could be – making. On the other hand, GOPPAR provides a deeper indication of
a hotel’s profitability by taking into consideration management control
and efficiency, and eliminating, to a certain extent, the potential
advantage of a smaller hotel. In addition, GOPPAR offers an overall more
robust performance measure, especially when comparing the financial
performances of hotels with different sizes or in different markets.
Furthermore, GOPPAR has a significant correlation with a hotel’s bottom
line and thus its underlying value. The use of GOPPAR as a complement to
RevPAR for hotel performance analysis will therefore enable a more robust
basis for hotel investment appraisal than relying solely on RevPAR. Dubai's
hotel sector revenue up 19.28pc Australia
and New Zealand join forces at ITB AsiaTravelTips.com
- The Australian
Tourist Commission (ATC) will lead a delegation of Australian and New
Zealand tourism operators to the World's largest travel show,
Internationale Tourismus Borse (ITB), in Berlin this week.
ATC
Managing Director, Ken Boundy, said the delegation, representing more than
50 tourism companies, will be showcasing Australia to the European travel
market at ITB from 7 to 11 March.
"As
the world's largest travel industry event, ITB is a great opportunity to
present Australia as an exciting and authentic travel destination to the
travel industry as well as potential travellers in Europe," he
said. "Events
such as ITB will help to drive continued growth in visitors from Europe by
providing a forum for Australian tourism operators to meet and do business
with key European buyers. "This
is the first year that Australia and New Zealand have joined forces at ITB
and this will help to capture greater interest from both trade and
consumers attending the event.
"Many
European travellers to Australia also visit New Zealand on their holiday.
By joining forces with operators from New Zealand we can build on the
interest of travellers wanting to visit one or both countries.
"The
joint promotion follows a successful ATC advertising campaign in the
United States which promoted both Australia and New Zealand as holiday
destinations." Europe
is Australia's second biggest source of visitors behind Asia, with 1.2
million visitors in 2002. However, performances across the European
markets over the past year have been mixed with markets such as the UK,
Austria, Norway, Denmark and Belgium recording growth while visitor
numbers from Germany, Ireland, the Netherlands and Sweden have declined.
Mr
Boundy said the ATC has a number of campaigns planned for 2003 as part of
its strategy to build visitors from Europe.
"The
ATC recently launched campaigns in the UK, Italy, France and Germany to
position Australia as the top of mind destination for European travellers
and to boost the number holiday bookings from these key
markets," Mr Boundy said.
"The
campaigns aim to boost interest in Australia and at the same time break
consumer perceived barriers to travelling to Australia including time,
distance and cost. "ITB
is also open to the general public which provides a unique opportunity for
potential travellers to meet with Australian tour operators."
ITB
brings together more than 9,000 exhibitors from 180 different countries.
The event involves a trade show component for tour operators in Europe as
well as a public exhibition with thousands of consumers expected to visit
the Australia and New Zealand stand.
In
2002, ITB attracted a total of 123,000 attendees made up of 65,000 trade
visitors and 58,000 members of the general public. The ATC has led
delegations to ITB for the past 24 years.
Le
Meridien has confirmed that Karyn Marasco will be responsible for its 19
properties in UK and Ireland with a ‘relaunch and repositioning’ of
its five London properties one of her key tasks. Kempinski Plans Chain of Its
Own The
Moscow Times
- Joining
international hotel operators' rush to expand their market presence,
German high-end hotelier Kempinski intends to set up its own chain of
three- or four-star hotels in the regions, the company's chief executive
said in an interview published Thursday. "We are considering the
possibility of working under another brand, such as Key
International," Reto Wittwer told Vedomosti. Kempinski
plans to open as many as three hotels in the next two years and is eyeing
"several Russian cities," Wittwer said. In
the last month, a flurry of announcements have come from international
operators planning to open networks of economy class hotels in the
regions. Delta Capital Management and two Scandinavian funds are planning
a national chain of Country Inn hotels in partnership with Rezidor SAS,
while Menatep Group is teaming up with hotel consultants Sabre and
Marriott for a national three-star chain. Some
analysts said Kempinski might have trouble adapting to the business
landscape outside its elite-market niche. Scott
Antel, a hospitality consultant at Ernst & Young, said the midrange
market has different characteristics than the trophy properties Kempinski
has focused on at the high-end of the market. "With
a three-star brand you have to be pretty universal -- not in just one
country. You want to be universally recognized in every place you
go," he said. Kempinski
Hotels & Resorts operates the Baltschug in Moscow and the Grand Europe
in St. Petersburg but is not a shareholder in either. Kempinski's
involvement with future hotels will follow the same model, with the
company as operator, not owner, Wittwer said. Swiss company GHE Holding
together with other partners will own the hotels, he said. GHE now holds a controlling stake in Grand Europe but is under scrutiny from the Audit Chamber regarding its purchase of a 40 percent stake in the hotel from the city government for just over $ 1 million. When
Good Hotels Go Bad the saying goes, you
get what you pay for. Check into a $40-a-night Motel Six and expectations
are low beyond clean sheets, hot water and a working television. When
guests are paying $400 and up a night, they do not expect anything to go
wrong, but even good hotels can occasionally go bad. Two years ago, Fearer
meticulously planned her first major family vacation in years. She chose
the Fairmont
Southampton in Bermuda,
specifically because the hotel's dolphin pools and water activities would
appeal to her 12-year-old daughter. Fearer, who booked the vacation
herself, e-mailed with the hotel general manager several times about the
details of her trip, up until the day before her departure. When she
arrived at the Fairmont, she was horrified to see the entire hotel under
construction, with jackhammering being done around the pool. The dolphins
had been moved as well. Nancie
Hall, a spokeswoman for the
Fairmont Southampton, apologized for the Fearers' experience. "This
is obviously a case that slipped through the cracks," says Hall.
"It doesn't do us any good if we don't mention the renovations. It
seems we didn't communicate that to her or whoever did her
reservation." While Kanbar did the
right thing by voicing his complaints to various hotel staff members, he
could have been more effective if he had chosen to speak directly to
Hannon. He also did not request a room change, which may have solved some
of the problems and is an entirely acceptable request, assuming the hotel
has vacancies. GHM's first hotel in India, The
Leela, Goa General Hotel Management Ltd (GHM)
and Hotel LeelaVenture Ltd. announced the appointment of GHM as the
operator of The Leela, Goa, formerly known as The Leela Palace, Goa with
effect from 1 April 2003. GHM is pleased to have formed this association
with Capt. C.P. Krishnan Nair, Chairman Hotel LeelaVenture and a pioneer
in the Indian hotel industry, as the owner of the first GHM hotel in
India. Previously managed by the Leela
Group of Hotels (which includes The Leela, Mumbai and The Leela Palace,
Bangalore), The Leela, Goa is a 5 star deluxe resort property with 160
rooms and suites located on Mobor Beach in the picturesque destination of
Goa. Set in 75 acres of landscaped gardens, sparkling lagoons and tropical
vegetation, The Leela has established a reputation as one of the premier
resort properties in Asia (World Travel Award – The very Best Resort in
Asia Pacific 2000 & 2001). Adreas Herbst will be the General
Manager responsible for the re-launch of The Leela, Goa as a GHM property.
Over the next six - nine months GHM will introduce its villa-based Club
concept to the property as well as adding its distinctive style of service
to create a special overall guest experience. GHM is a privately owned hotel
management company chaired by Adrian Zecha, founder of Amanresorts, which
specializes in conceptualizing and managing boutique lifestyle hotels and
resorts. The company’s business purpose is to use a resourceful,
imaginative development and management style to achieve a level of
excellence that sets it apart from other hotels. Current properties under management
include – The Datai, Langkawi; The Legian and The Club at The Legian,
Bali; The Strand, Yangon; The Lalu, Sun Moon Lake; The Andaman, Langkawi;
The Chedi Phuket, Thailand; The Chedi Muscat, Oman and the T8 Restaurant
& Club, Shanghai. New properties under construction include The Setai,
South Beach, Miami, Florida (opening in 4Q 2004) and The Chedi Chiang Mai,
Thailand (opening in 3 Q 2004). Further information on GHM can be
found on our website at www.ghmhotels.com Turkish
tourism looks promising despite Iraq crisis Turkish Daily News - Turkey appears to be in a more advantageous position compared to last year in terms of tourism despite the negative atmosphere created by a looming war in neighboring Iraq, international tourism agencies said. Hotel reservations in most of the popular touristic countries in the Mediterranean region have been decreasing but Turkish, Bulgarian and Croatian tourism sectors have recorded growth in terms of reservations compared to last year, said executives of travel agencies TUI and Thomas Cook in remarks to a German journal FW. Turkey fears a war just next to its borders will make the country an unpopular place for visitors from across the world and estimates a decrease in its tourism revenues this year. Germany-based Oger Tour officials admitted there was a decrease in demand but added Turkey was no worse than any other country in this regard. Vural Oger, the head of Oger Tour, told the Anatolia news agency that his company has not observed an increase in reservations in Turkey compared to last year but added there was no decrease or extraordinary cancellations either. He warned however that the recession could become more apparent later in March and April. Oger said a possible war in Iraq badly affected tourism across Europe because rumors of war raised economic concerns among Europeans. "Europeans fear a war will reduce their purchasing power, leave them unemployed and prices will go up. That's why they suspended their plans for a holiday," Oger said. "Demand for Arabic countries has virtually ceased. Many popular countries, most notably Greece and Spain, cannot get enough reservations," he went on. Oger said future prospects for Turkish tourism were still promising because Spain and Greece, Turkey's biggest competitors in tourism, have become more expensive places for Europeans after they started using Euro. "That's why
European tourists preferred Turkey, a beautiful and cheaper country. When
the war worries are over, Europeans will again choose Turkey," Oger
said Marriott
Sets Single-day Company Record in Web Site
Bookings of More than $4.8
million in Gross Sales on
March 3, 2003; Marriott International, Inc. (NYSE:MAR) announced that it set a single-day company record in bookings on its web site, Marriott.com, generating more than $4.8 million in gross sales on March 3, 2003 - the highest since the site was launched in 1996. The record comes just weeks after Marriott.com announced a series of web site enhancements that enable travelers to design their own travel packages and book last-minute weekend getaways. Recent Enhancements to Marriott.com:
Strong Caribbean presence at ITB The Caribbean will be prominently featured at one of the world's leading travel exhibitions, the International Tourism Exchange ITB Berlin 2003 which takes place in the German city of Berlin from March 7-11, 2003. Twenty-eight (28) of the Caribbean Tourism Organization (CTO)'s 32 member countries are among the 181 countries and territories participating in the event. As it has done every year since 1980, CTO will coordinate a Caribbean Village at the Berlin Exhibition Ground, site of the tourism trade fair. "CTO fulfills an extremely important role through the Caribbean Village by providing an opportunity for our membership in both the public and private sectors, many of whom could not otherwise do it on their own, to exhibit their products and to deal with some very significant business matters," said Jean Holder, CTO's secretary general. In addition to the Caribbean Village, CTO will host the 4th Caribbean Forum where Mr. Holder, Arley Sobers, CTO's director of research and information management, Jo Spalburg, CTO's deputy director of marketing in Europe and Phillippe Boucard, chairman of AG Karibik will address a range of issues relating to Caribbean tourism. They will also launch this year's marketing programme in Germany. AG Karibik is CTO's Central European Chapter and is collaborating with CTO to host the forum. "The forum will present yet another opportunity for the Caribbean to make further inroads into the important German and European markets and to send a clear signal to the entire tourism world that the region remains the best option for a relaxed and enjoyable vacation," added Mr. Holder. Indicators for 2003 suggest that while bookings from Europe for the winter season are better than in 2002, they are still below expected levels. The major Caribbean destinations for European visitors - Barbados, Cuba, the Dominican Republic and Jamaica - all registered declines in arrivals from this market in 2002. However, some other destinations, Antigua and Barbuda, Bermuda, and the Turks and Caicos Islands recorded increased arrivals ranging from 2.1 percent to 15.8 percent in European visitors. The Caribbean Tourism Organization (CTO), with headquarters in Barbados and marketing operations in New York, London and Toronto, is the Caribbean's tourism development agency and comprises membership of 32 governments and a myriad of private sector companies. The CTO's mission is to provide to and through its members, the services and information needed for the development of sustainable tourism for the economic and social benefit of the Caribbean people. The organization provides specialized support and technical assistance to member countries in the areas of marketing, human resource development, research and statistics and sustainable development. The CTO disseminates information on behalf of its member governments to consumers and the travel trade.
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