What is needed for the hotel management to optimize hotel performance? Perhaps, the first thing they need to know is what problems and weaknesses they have a moment. The next thing is to design strategy for future development. Yes, in a modern business world it is impossible to survive without having a comprehensive strategy. This is explained by a tough competition in the markets. Hotel industry is not an exception here. It is possible to say that the competition is even tougher in a hotel industry than in other business areas. Indeed, if business owners do not know where they are driving at it is very difficult to achieve positive results, especially if competitors and rival hotels are looking for a chance to wipe them out. Strategy is a protection method. A strategy is about dealing with problems even before they occur. Strategy helps and organization to focus on most important thing and problems both in internal and external environment. Use of a reliable and effective strategic management tool is a must for every company that wants to achieve success. Perhaps, you will not find a single hotel that is not happy to welcome guests. However, the hotel management wants that these guests will come back next time. In such a way hotel creates customer database which consists mostly of regular customers. It should be noted that Balanced Scorecard is so far the most effective strategic management tool used to drive strategy into action.
There is a very simple principle behind Balanced Scorecard. It consists of four categories: financial, customer, internal business processes, learning and growth. Each category contains key performance indicators, which are measures to be evaluated. KPIs represent critical success factors for various business aspects. Having found the right combination of key performance indicators, the hotel management will possess up to date information on current hotel performance. Choice of key performance indicators is the most important stage of Balanced Scorecard implementation. Every individual business has own indicators, and hotel is not an exception here. Lets review a couple of key performance indicators that are widely used in hotel benchmarking.
Occupancy % of rooms. This indicator will demonstrate efficiency of marketing and advertising campaign. If hotel has 100 rooms and only half of them are regularly occupied, such a hotel will most certainly suffer losses because of expenses for maintenance of all rooms. Evaluation of this indicator will help optimize hotel performance and its booking policy.
Average cleaning costs per room. This KPI is related to the first one since all rooms have to be cleaned and maintained while not all of them are regularly occupied by guests. This indicator will help top management of a hotel optimize cleaning costs and introduce some measures that will save costs.
Average length of stay per guest. This indicator will help top management figure out what services guests would need during their stay and for how long (on average) rooms have to be clean. If guests stay mostly for several nights they would need additional services.