The “Killer Application” of Revenue Management: Harrah's Cherokee Casino & Hotel

Interfaces - Tập 38 Số 3 - Trang 161-175 - 2008
Richard Metters1, Carrie Queenan2, Mark Ferguson3, Laura M. Harrison4, Jon A. Higbie5, Stan Ward6, Bruce Barfield7, Tammy Farley7, Harun Ahmet Kuyumcu7, Amar Duggasani7
1Goizueta Business School, Emory University, Atlanta, Georgia 30322
2Mendoza College of Business, University of Notre Dame, Notre Dame, Indiana 46556;
3College of Management, Georgia Institute of Technology, Atlanta, Georgia 30308
4Harrah's Cherokee Casino & Hotel, Cherokee, North Carolina 28719
5Revenue Analytics, Atlanta, Georgia 30339
6JDA Software Group, Inc., Marietta, Georgia 30067
7The Rainmaker Group, Alpharetta, Georgia 30022

Tóm tắt

Harrah's Cherokee Casino & Hotel is an unusual example of the use of revenue-management (RM) techniques. Typical RM installations yield revenue improvements of between 3 and 7 percent. The Harrah chain has seen 15-percent improvements, with Harrah's Cherokee Casino & Hotel as the largest beneficiary—although it does not serve alcohol or have traditional table games. In addition, the RM techniques that the Cherokee uses, such as its pricing decisions and customer-segmentation rules, are different from those used in RM applications in other industries.

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Interfaces

Tập 38 Số 3

161-175

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