One of my favorite subjects is overlooked or underutilized reports. Today, I want to take a look at three reports useful for three different purposes – one for measuring Production, one for spotting Trends and one for Data Analysis. Many properties are simply unaware these functions and their capabilities are just sitting on their menu, waiting to be run. Let’s explore with these examples.
Production: Top Production Report (R-R-4-P-T)
Where is your business coming from and what are your most productive resources? This powerful report format can be applied to production from Corporate accounts, Secretary tracking, Travel Agencies, Groups, Sources of Business or Guest’s countries of origin. It provides monthly totals for a variety of measurements up to a full year with both monthly and YTD grand totals plus contribution percentages for the latter. Optional values include Room Revenue, F&B Revenue, Extra Revenue, Total Revenue, Room Nights, Reservation Nights and Average Length of Stay per Adult, ranked in ascending or descending order by any one of these. The report can be filtered by one or more multi-properties and can be run for a single Sales Manager, when appropriate. The output can be limited by the total responses, up to 999 and it even offers an option to output in CSV format suitable for use with Excel..
Trends: Corporate Development (R-R-4-L-D)
Corporate Track management offers an invaluable set of tools for your Sales Managers to negotiate rates, track production and monitor compliance with commitments by these frequent and/or local business clients. But how can you identify new opportunities within your Guest data? That is where the Corporate Development report comes into play. Run for any period of time, active and/or historical, it seeks Reservation activity attached to Guest Tiles with Company names (Address 1) but without a Corporate code. By listing these in Company name order (along with both estimated charges and actual posted expenses), it becomes easy to spot potential Corporate prospects that may benefit from the attention of your Sales team. How cool is that?
Data Analysis: Guest Retention (R-R-7-Y-R)
While we all know it is less complicated and financially preferable to retain a prior Guest than to secure a new one, this report can provide the financial proof of that contention. Run for any past date range, this report compiles statistics illustrating the influence of repeat business on your operations. In one section, it tracks your repeat percentage of Guests and compares their financial impact (both totals and averages) on Room, F&B, Extra and Total Revenue across the period. In a second section, it breaks down repeat stays (arrivals) into recurrence categories of 2, 3-5, 6-7, 8-10, 11-15, 16-20 and 21 plus by count and percentage. Occupancy can be filtered by multi-property, Market and Sub-Markets. Boom!
Next time, we’ll turn the spotlight onto three more examples that really deserve to be part of your regular reporting routine.
