{"id":24840,"date":"2009-10-06T10:05:54","date_gmt":"2009-10-06T10:05:54","guid":{"rendered":"https:\/\/www.xotels.com\/non-classifiee\/indice-de-penetration-du-marche"},"modified":"2025-01-23T14:03:18","modified_gmt":"2025-01-23T14:03:18","slug":"indice-de-penetration-du-marche","status":"publish","type":"post","link":"https:\/\/www.xotels.com\/fr\/revenue-management\/manuel-gestion-revenu\/indice-de-penetration-du-marche","title":{"rendered":"Indice de P\u00e9n\u00e9tration du March\u00e9"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p><strong>Comparaison sur la r\u00e9gion<\/strong><\/p>\n<p style=\"text-align: justify;\">Quelle est la part de march\u00e9 de votre h\u00f4tel ? Utilisez les Indicateurs Cl\u00e9s de Performance (KPI) tels que MPI, ARI, RGI afin de comparer et r\u00e9f\u00e9rencer vos r\u00e9sultats concernant la performance de votre strat\u00e9gie de <a href=\"\/fr\">revenue management<\/a>. Quel est votre taux de p\u00e9n\u00e9tration du march\u00e9 ?<\/p>\n<p style=\"text-align: justify;\">Comparez les statistiques des arriv\u00e9es de touristes dans votre r\u00e9gion avec celle de votre h\u00f4tel. Vous pouvez obtenir ces statistiques aupr\u00e8s des a\u00e9roports et offices du tourisme. Avez-vous, vous aussi, droit \u00e0 votre part du g\u00e2teau ?<\/p>\n<p style=\"text-align: justify;\"><img decoding=\"async\" style=\"margin-bottom: 5px;\" src=\"\/wp-content\/images\/Blog_Xotels_FR\/indice_penetration_marche1FR.JPG\" alt=\"indice penetration marche1FR\" \/><img decoding=\"async\" style=\"margin-bottom: 10px;\" src=\"\/wp-content\/images\/Blog_Xotels_FR\/indice_penetration_marche2FR.JPG\" alt=\"indice penetration marche2FR\" \/><\/p>\n<p style=\"text-align: justify;\"><strong>Les \u00e9tudes de parts de march\u00e9<\/strong><\/p>\n<p style=\"text-align: justify;\">Ces rapports ou \u00e9tudes vous aident \u00e0 comprendre et \u00e0 comparer votre performance par rapport \u00e0 celle de vos concurrents, en termes de taux d&rsquo;occupation et de prix moyen.<\/p>\n<p style=\"text-align: justify;\">Ils fournissent les informations suivantes:<\/p>\n<ul style=\"text-align: justify;\">\n<li>MPI : Market Penetration Index &#8211; Indice de P\u00e9n\u00e9tration du March\u00e9 (votre taux occupation compar\u00e9 \u00e0 la moyenne des taux d&rsquo;occupation de vos concurrents)<\/li>\n<li>ARI : Average Rate Index &#8211; Indice de Prix Moyen (votre prix moyen compar\u00e9 \u00e0 la moyenne des prix moyens de vos concurrents)<\/li>\n<li>RGI : Revenue Generator Index &#8211; Indice de G\u00e9n\u00e9rateur du Revenu (votre part de chiffre d&rsquo;affaires du march\u00e9 \u2013 le march\u00e9 \u00e9tant votre h\u00f4tel et les h\u00f4tels concurrents s\u00e9lectionn\u00e9s).<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Votre RGI doit \u00eatre sup\u00e9rieur \u00e0 l&rsquo;index (Index base 100). Si tel n&rsquo;est pas le cas, cela veut dire qu&rsquo;un h\u00f4tel concurrent r\u00e9alise plus de chiffre d&rsquo;affaires que votre h\u00f4tel, en prenant en compte la capacit\u00e9 des h\u00f4tels de fa\u00e7on proportionnelle. Analyser les r\u00e9sultats de RGI jour apr\u00e8s jour, quand obtenez-vous les scores les plus faibles ? Sur les week-ends, les jours de semaine, sur les \u00e9v\u00e9nements, les p\u00e9riodes de faible demande ? Vous adressez-vous aux bons segments de march\u00e9 ? Est-ce que votre positionnement tarifaire par segment est correct ? Il est aussi important de vous comparer aux bons h\u00f4tels concurrents!<\/p>\n<p style=\"text-align: justify;\">De tels rapports sont construits de la fa\u00e7on suivante, avec des statistiques journali\u00e8res :<\/p>\n<p><img decoding=\"async\" class=\"size-auto\" src=\"\/wp-content\/images\/Blog_Xotels_FR\/indice_penetration_marche3FR.JPG\" alt=\"indice p\u00e9n\u00e9tration march\u00e9\" \/><\/p>\n<p style=\"text-align: justify;\"><img decoding=\"async\" class=\"size-auto\" src=\"\/wp-content\/images\/Blog_Xotels_FR\/indice_penetration_marche4FR.JPG\" alt=\"indice p\u00e9n\u00e9tration march\u00e9\" \/><\/p>\n<p style=\"text-align: justify;\">The Bench, MKG et Deloite sont parmi les premiers fournisseurs de ces rapports.<\/p>\n<\/div><div class=\"fusion-text fusion-text-2\"><p><div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/www.xotels.com\/fr\/manuel-gestion-revenu\/gestion-du-revenu-etape-9\" id=\"buttonemail\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Pr\u00e9c\u00e9dente<\/span><\/a><\/div> <div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"\/fr\/manuel-gestion-revenu\/\" id=\"buttonemail\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Index des Livres<\/span><\/a><\/div> <div class=\"fusion-button-wrapper\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-3 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/www.xotels.com\/fr\/manuel-gestion-revenu\/parts-de-marche-hotel-gds\" id=\"buttonemail\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Suivante<\/span><\/a><\/div><\/p>\n<\/div><div ><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-4 fusion-button-default-span fusion-button-default-type\" style=\"--awb-margin-left:+1.5%;\" target=\"_self\" href=\"\/en\/subscribe\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\"> Abonnez-vous \u00e0 Notre Blog<\/span><\/a><\/div>\n<div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:50px;width:100%;\"><div class=\"fusion-separator-border sep-double\" style=\"--awb-height:20px;--awb-amount:20px;border-color:var(--awb-color3);border-top-width:1px;border-bottom-width:1px;\"><\/div><\/div> <div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:rgba(249,249,249,0);--awb-flex-wrap:wrap;--awb-box-shadow:1px 1px 10px 1px rgba(114,114,114,0.5);\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-center fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-padding-right:15px;--awb-padding-left:15px;--awb-bg-size:cover;--awb-width-large:50%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:50px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-flex-grow-medium:;--awb-flex-shrink-medium:;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:;--awb-flex-shrink-small:;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-3\"><p style=\"font-size: 2em; text-align: center;\">Maximise les revenus de ton h\u00f4tel<\/p>\n<\/div><div class=\"fusion-text fusion-text-4\"><p style=\"text-align: center;\">D\u00e9couvre le potentiel de revenus cach\u00e9s de ton h\u00f4tel ou de ton resort.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:10px;margin-bottom:10px;width:100%;\"><div class=\"fusion-separator-border sep-double\" style=\"--awb-height:20px;--awb-amount:20px;border-color:var(--awb-color3);border-top-width:1px;border-bottom-width:1px;\"><\/div><\/div><div class=\"fusion-builder-row fusion-builder-row-inner fusion-row fusion-flex-align-items-center fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"--awb-flex-grow:0;--awb-flex-grow-medium:0;--awb-flex-grow-small:0;--awb-flex-shrink:0;--awb-flex-shrink-medium:0;--awb-flex-shrink-small:0;width:104% !important;max-width:104% !important;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-0 fusion_builder_column_inner_1_2 1_2 fusion-flex-column fusion-no-small-visibility fusion-no-medium-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:50%;--awb-order-small:0;--awb-spacing-right-small:3.84%;--awb-spacing-left-small:3.84%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-end fusion-content-layout-row\"><div class=\"fusion-no-small-visibility\" style=\"text-align:center;\"><a class=\"fusion-button button-flat button-xlarge button-custom fusion-button-default button-5 fusion-button-default-span fusion-button-default-type fusion-has-button-gradient\" style=\"--button_accent_color:#ffffff;--button_border_color:#000000;--button_accent_hover_color:#c6c6c6;--button_border_hover_color:#212121;--button-border-radius-top-left:10px;--button-border-radius-top-right:10px;--button-border-radius-bottom-right:10px;--button-border-radius-bottom-left:10px;--button_gradient_angle:180deg;--button_gradient_top_color:#000000;--button_gradient_bottom_color:#000000;--button_gradient_top_color_hover:#1c1c1c;--button_gradient_bottom_color_hover:#3d3d3d;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.xotels.com\/fr\/hotel-revenue-management\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">PLUS D&rsquo;INFO<\/span><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column_inner fusion-builder-nested-column-1 fusion_builder_column_inner_1_2 1_2 fusion-flex-column fusion-no-small-visibility fusion-no-medium-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:50%;--awb-order-small:0;--awb-spacing-right-small:3.84%;--awb-spacing-left-small:3.84%;\" id=\"nativeads\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-row\"><div class=\"fusion-no-small-visibility\" style=\"text-align:center;\"><a class=\"fusion-button button-flat button-xlarge button-custom fusion-button-default button-6 fusion-button-default-span fusion-button-default-type fusion-has-button-gradient\" style=\"--button_accent_color:#000000;--button_border_color:#000000;--button_accent_hover_color:#c6c6c6;--button_border_hover_color:#212121;--button-border-radius-top-left:10px;--button-border-radius-top-right:10px;--button-border-radius-bottom-right:10px;--button-border-radius-bottom-left:10px;--button_gradient_angle:180deg;--button_gradient_top_color:rgba(255,255,255,0);--button_gradient_bottom_color:rgba(255,255,255,0);--button_gradient_top_color_hover:#1c1c1c;--button_gradient_bottom_color_hover:#3d3d3d;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.xotels.com\/fr\/lieux\/\" id=\"nativeads\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">CONTACT<\/span><i class=\"fa-angle-right fas awb-button__icon awb-button__icon--default button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><\/div><\/div><\/div><div class=\"fusion-no-medium-visibility fusion-no-large-visibility\" style=\"text-align:center;\"><a class=\"fusion-button button-flat button-small button-custom fusion-button-default button-7 fusion-button-default-span fusion-button-default-type fusion-has-button-gradient\" style=\"--awb-margin-bottom:20px;--button_accent_color:#ffffff;--button_border_color:#000000;--button_accent_hover_color:#c6c6c6;--button_border_hover_color:#212121;--button-border-radius-top-left:10px;--button-border-radius-top-right:10px;--button-border-radius-bottom-right:10px;--button-border-radius-bottom-left:10px;--button_gradient_angle:180deg;--button_gradient_top_color:#000000;--button_gradient_bottom_color:#000000;--button_gradient_top_color_hover:#1c1c1c;--button_gradient_bottom_color_hover:#3d3d3d;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.xotels.com\/fr\/hotel-revenue-management\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">PLUS D&rsquo;INFO<\/span><\/a><\/div><div class=\"fusion-no-medium-visibility fusion-no-large-visibility\" style=\"text-align:center;\"><a class=\"fusion-button button-flat button-small button-custom fusion-button-default button-8 fusion-button-default-span fusion-button-default-type fusion-has-button-gradient\" style=\"--button_accent_color:#000000;--button_border_color:#000000;--button_accent_hover_color:#c6c6c6;--button_border_hover_color:#212121;--button-border-radius-top-left:10px;--button-border-radius-top-right:10px;--button-border-radius-bottom-right:10px;--button-border-radius-bottom-left:10px;--button_gradient_angle:180deg;--button_gradient_top_color:rgba(255,255,255,0);--button_gradient_bottom_color:rgba(255,255,255,0);--button_gradient_top_color_hover:#1c1c1c;--button_gradient_bottom_color_hover:#3d3d3d;\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/www.xotels.com\/fr\/lieux\/\" id=\"nativeads\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">CONTACT<\/span><i class=\"fa-angle-right fas awb-button__icon awb-button__icon--default button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-padding-top:15px;--awb-padding-right:15px;--awb-padding-left:15px;--awb-bg-size:cover;--awb-width-large:50%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:3.84%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:3.84%;--awb-width-medium:50%;--awb-order-medium:0;--awb-flex-grow-medium:;--awb-flex-shrink-medium:;--awb-spacing-right-medium:3.84%;--awb-spacing-left-medium:3.84%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:;--awb-flex-shrink-small:;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element fusion-no-small-visibility fusion-no-medium-visibility\" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-dropshadow imageframe-1 hover-type-none\" style=\"-webkit-box-shadow: 3px 3px 7px var(--awb-color7);box-shadow: 3px 3px 7px var(--awb-color7);\"><img  alt class=\"img-responsive wp-image-14716\"\/><\/span><\/div><div class=\"fusion-image-element fusion-no-large-visibility\" style=\"--awb-aspect-ratio:3 \/ 2;--awb-object-position:45% 61%;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-dropshadow imageframe-2 hover-type-none has-aspect-ratio\" style=\"-webkit-box-shadow: 3px 3px 7px var(--awb-color7);box-shadow: 3px 3px 7px var(--awb-color7);\"><img class=\"img-responsive wp-image-14716 img-with-aspect-ratio\" data-parent-fit=\"cover\" data-parent-container=\".fusion-image-element\" alt \/><\/span><\/div><\/div><\/div><\/div><\/div>\n<div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:50px;width:100%;\"><div class=\"fusion-separator-border sep-double\" style=\"--awb-height:20px;--awb-amount:20px;border-color:var(--awb-color3);border-top-width:1px;border-bottom-width:1px;\"><\/div><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p><strong>Comparaison sur la r\u00e9gion<\/strong><\/p>\n<p style=\"text-align: justify;\">Quelle est la part de march\u00e9 de votre h\u00f4tel ? Utilisez les Indicateurs Cl\u00e9s de Performance (KPI) tels que MPI, ARI, RGI afin de comparer et r\u00e9f\u00e9rencer vos r\u00e9sultats concernant la performance de votre strat\u00e9gie de <a href=\"\/fr\/hotel-revenue-management\">revenue management<\/a>. Quel est votre taux de p\u00e9n\u00e9tration du march\u00e9 ?<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210],"tags":[],"class_list":["post-24840","post","type-post","status-publish","format-standard","hentry","category-manuel-gestion-revenu"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Indice de P\u00e9n\u00e9tration du March\u00e9<\/title>\n<meta name=\"description\" content=\"Votre h\u00f4tel poss\u00e8de-t-il le nombre de parts de march\u00e9 qu&#039;il m\u00e9rite? D\u00e9terminez l&#039;MPI, ARI et RGI gr\u00e2ce \u00e0 la veille concurrentielle externe. 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