Autor: Rafael Colombelli | Publicado: 2017-01-11T13:04:00-08:00



A Evolução do REVPAR



Saiba mais sobre a evolução do
Revpar e melhore seus resultados!







Ainda me
lembro quando se popularizou o conceito de Revenue Management (palavra chique
né?) no Brasil. Havia pouca informação &nbsp;e
os workshops sobre o tema eram disputadíssimos. Hoje o conceito é mais básico em
nosso cotidiano e aplicado a vários outros segmentos (até a manicure.. ops,
nail bar, aplica o conceito de RM).&nbsp;







A origem do &nbsp;Revpar



Em
um mercado de constante mudança como o hoteleiro, a oferta e demanda podem
mudar completamente &nbsp;de um dia para o
outro. O Revenue Management se desenvolveu devido essa necessidade de entender
e agir de acordo com esses movimentos e variações. 



Então,
vamos dar uma olhada nos 3 principais indicadores utilizados para medir o
desempenho de um hotel:



Diária Média (DM):
Receita diária média por quarto ocupado. 

Ocupação: Número
de UH’s ocupadas em um determinado momento (medido em %).



No
passado, muitos hotéis definiam altas taxas de ocupação ou DM como metas a serem
atingidas. Mas, com apenas essa análise ignoravam aspectos importantes para a
performance do negócio e por isso, alguns anos atrás o RM introduziu o conceito
de REVPAR. 



Ps: Me lembrei agora de um episódio que ocorreu &nbsp;10 anos atrás, quando eu era chefe de recepção
e meu gerente me chamou para contar a grande novidade: “agora eles querem saber
é do Revpar, esse foi o tema do ultimo encontro de gerentes”.&nbsp; Isso apenas 10 anos atrás, vejam o quanto as
coisas mudaram nesses últimos anos! 



REVPAR:
indiscutivelmente o indicador mais importante para medir o desempenho de um
hotel. Fornece informações relevantes sobre a receita por UH disponível utilizando
a relação entre as tarifa aplicada e a taxa de ocupação.



Métodos para calcular o REVPAR
(sei que todos já olham isso nos relatórios gerenciais, mas é bom saber
calcular né?!).


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<!--StartFragment-->



DM X OCC



Ou



Receita de hospedagem/UHs
disponíveis
<!--EndFragment-->



&nbsp;

Vamos para os cálculos:



Como
exemplo vamos imaginar um hotel com 100 apartamentos, dos quais 60 estão
alugados em um determinado dia, gerando uma receita de R$4.200



Dividindo
a receita pelo número de quartos vendidos (4.200/60) , temos um DM de 70 e uma ocupação
de 60% (60/100). Então, pegando a primeira fórmula (70 * 0,6) ou a segunda
(4.200/100), chegamos ao Revpar de R$42,00.



Limitações do Revpar



Com
o RM, sempre foi utilizado o REVPAR como o indicador mais preciso para medir o
desempenho do hotel. Também é utilizado para comparar resultados em determinado
Market share. No entanto, se analisarmos com mais cautela, existem limitações
que são de grande relevância.



Exemplo: 

Hotel com 50 UHs. 



1 - &nbsp;50 UHs vendidas
por R$20,00

2 - &nbsp;5 UHs vendidas
por R$200,00



Em
ambos os casos, teremos uma receita de R$1000 e um Revpar de R$20. Então, se
temos o mesmo revpar, isso significa quem em ambas as situações teremos o mesmo
resultado líquido (NOI)? 



Infelizmente
não, o Revpar não leva em consideração o custo por apartamento ocupado e também
a receita adicional por quarto vendido. 



TREVPAR



Como
podemos ver, o Revpar não é o indicador mais preciso para o sucesso financeiro
do hotel. Nesse contexto, a especialista Ira
Vouk introduziu o conceito de TREVPAR
(Total Revenue per available Room) e ARPAR
(Adjusted Revenue per Available room). 



TREVPAR: Analisa
todas a receitas do hotel, incluindo: Bar, Restaurante, Room Service, Diversos,
etc. 



TREVPAR: Receita
Total/Número de UH’s disponíveis. 



Infelizmente, o TREVPAR não considera os custos do
apartamento ocupado, que são importantes para um real entendimento dos
resultados do hotel. 



ARPAR

No
entanto, o ARPAR pode nos fornecer
dados mais preciso sobre os resultados do hotel. Sua fórmula pode ser calculada
de diversas maneiras (importante saber o custo por UH ocupada), segue abaixo
uma maneira simples para calculo desse indicador:



ARPAR: DM – custo variável por UH ocupada +
receita adicional por UH ocupada x OCC





Voltando ao nosso exemplo:



Exemplo: Hotel com 50 UHs. 



1 - &nbsp;50 UHs vendidas
por R$20,00

2 - &nbsp;5 UHs vendidas
por R$200,00



Como vimos antes, em ambos os casos o REVPAR é de R$20.00. E
o ARPAR?



Para o exemplo, vamos considerar os seguintes indicadores:

- Custo variável por UH ocupada: R$10,00

- Receita adicional por ocupada: R$5,00



Caso 1: (R$20,00 -
R$10,00&nbsp; + R$5,00) * 1 = R$15,00



Caso 2: (R$200,00 –
R$10,00 + R$5,00) *0,1 = R$19,50



Nesse
exemplo, pudemos notar que a situação 2 é mais rentável para o hotel. Claro que
este é apenas um exemplo. O ARPAR irá variar dependendo do custo variável por
apartamento ocupado e também da receita adicional por apartamento ocupado. Além
disso, também é importante considerar o percentual de comissão e a quantia de
reservas diretas, o que irá afetar diretamente os resultados do hotel. 



Podemos
concluir que o gerenciamento de receitas do hotel está cada vez mais complexo e
que devemos nos munir de todas as ferramentas &nbsp;e recursos &nbsp;para análise e maximização de resultados. Gestores
devem estar atentos à vários fatores para garantir a melhor rentabilidade do
hotel. 


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