Critical success factors in yield management: a development and analysis

Abstract

Why is it that yield management (YM) has not been more successful in the hotel industry? What keeps hoteliers from introducing successful YM programmes and realising the full potential of this revenue management strategy? Is it because of deficiencies in the YM techniques applied, or are there other factors that hinder its effective implementation and practice? This paper aims to identify and analyse the people-related critical success factors (CSFs) in YM in hotels: a model relating these factors is presented, and a proposed approach to YM recognising the importance of the people element is developed and its implications analysed. © 1998 John Wiley & Sons, Ltd.