{"id":24847,"date":"2009-10-06T10:33:09","date_gmt":"2009-10-06T10:33:09","guid":{"rendered":"https:\/\/www.xotels.com\/non-classifiee\/evolution-de-la-tarification-dans-le-secteur-hotelier"},"modified":"2025-01-23T14:50:35","modified_gmt":"2025-01-23T14:50:35","slug":"evolution-de-la-tarification-hoteliere","status":"publish","type":"post","link":"https:\/\/www.xotels.com\/fr\/revenue-management\/manuel-gestion-revenu\/evolution-de-la-tarification-hoteliere","title":{"rendered":"Evolution de la Tarification dans le secteur H\u00f4telier"},"content":{"rendered":"

\"evolutionAujourd\u2019hui nous avons d\u00e9cid\u00e9 de jeter un oeil \u00e0 l\u2019histoire ainsi qu\u2019\u00e0 l\u2019\u00e9volution des prix dans l\u2019h\u00f4tellerie et la distribution. Beaucoup, oui vraiment beaucoup de choses ont chang\u00e9 en revenue management<\/a>\u00a0au cours des dix derni\u00e8res ann\u00e9es. C\u2019est dr\u00f4le de voir la vitesse \u00e0 laquelle nous nous sommes adapt\u00e9s \u00e0 ces changements comme si cela avait toujours \u00e9t\u00e9 de cette fa\u00e7on\u2026<\/p>\n

La croissance de la distribution par internet a eu l\u2019impact le plus important sur nos strat\u00e9gies de tarification. Avec des prix distribu\u00e9s \u00e0 l\u2019\u00e9chelle publique sur un march\u00e9 si important, m\u00eame les contrats corporate et consortium tendent \u00e0 devenir plus dynamiques (flexibles) et comp\u00e9titifs. Cela fait partie du d\u00e9veloppement naturel.<\/p>\n

Additionnellement on remarque aussi la mont\u00e9e en puissance de la mise en place de cultures de gestion du revenu ainsi que des strat\u00e9gies de tarification dans les h\u00f4tels. Nous ne travaillons d\u00e9sormais plus avec des prix saisonniers fixes et il en est de m\u00eame dans plusieurs villages vacances.<\/p>\n

Voici une pr\u00e9sentation des principaux \u00e9l\u00e9ments dans l\u2019histoire de l\u2019\u00e9volution de la tarification:
\n1998<\/strong> – Priceline lance la tarification opaque.
\n2003<\/strong> – Large acceptation du concept de tarification paritaire.
\n2003<\/strong> – Marriott et AMEX \u00e9voluent de tarifs fixes vers des tarifs dynamiques.
\n2003<\/strong> – Croissance de la tarification opaque, Exp\u00e9dia rach\u00e8te Hotwire.
\n2004<\/strong> – Hilton et Intercontinental arr\u00eatent d\u2019utiliser des tarifs fixes contract\u00e9s avec les consortiums.
\n2004<\/strong> – Les grossistes et FIT commencent \u00e0 publier des prix hors-ligne sur internet.
\n2004<\/strong> – Lancement des R\u00e8gles Tarifaires Dynamiques (r\u00e9duction du type \u201crestez 4 nuits payez-en 3\u201d) par les agences de voyages en ligne afin d\u2019avoir des tarifs plus comp\u00e9titifs et de briser la parit\u00e9 tarifaire.
\n2005<\/strong> – Accor se lance dans la tarification dynamique et r\u00e9duit les allotements.
\n2005<\/strong> – Hyatt et Starwood introduisent un mod\u00e8le de tarification flexible aupr\u00e8s de soci\u00e9t\u00e9s corporate (test).
\n2006<\/strong> – Lancement du BAR (Best Available Rate – Meilleur Tarif Disponible).
\n2006<\/strong> – Pr\u00e9sentation des tarifs non-remboursables et pr\u00e9-pay\u00e9s directement sur les sites internet des h\u00f4tels.
\n2007<\/strong> – Remise en question des clauses li\u00e9es au LRA – Last Room Available.
\n2008<\/strong> – D\u00e9veloppement et acceptation du tarif flottant aupr\u00e8s des soci\u00e9t\u00e9s contract\u00e9es.
\n2008<\/strong> – Les sites de m\u00e9ta-recherche tels que Kayak et HotelsCombined offrent une transparence des prix sur Internet.
\n2008<\/strong> – Les agences de voyages en ligne mettent en place des programmes h\u00f4teliers masqu\u00e9s ou cach\u00e9s afin de concurrencer la tarification opaque.
\n2009<\/strong> – De plus en plus de villages vacances passent d\u2019une tarification saisonni\u00e8re \u00e0 une tarification dynamique.
\n2009<\/strong> – Les agences de voyages en ligne ajoutent des offres promotionnelles, \u00e0 des tarifs pr\u00e9r\u00e9gl\u00e9s. En ajoutant de la valeur et masquant les tarifs, les h\u00f4tels consid\u00e8rent que l\u2019int\u00e9grit\u00e9 de leurs prix reste intacte.
\n2009<\/strong> – Les interfaces de syst\u00e8me de gestion de propri\u00e9t\u00e9s (Property Management System) directes, ont pour cons\u00e9quences de faire abandonner les allotements garantis en terme de Derni\u00e8re Chambre Disponible (LRA – Last Room Available) mis en place par les agences de voyages en ligne.
\n2009<\/strong> – Large diffusion de publications sur la tarification opaque ainsi que les tarifications par les grossistes \/ FIT, ce qui va \u00e0 l\u2019encontre des strat\u00e9gies de parit\u00e9 tarifaire mises en place par les h\u00f4tels.
\n2010<\/strong> – Lancement des ventes flash par les agences de voyages en ligne: r\u00e9ductions temporaires, m\u00eame pour une heure seulement, afin de r\u00e9cup\u00e9rer quelques points d\u2019occupation suppl\u00e9mentaires.
\n2010<\/strong> – Google est en train de tester un moyen de proposer les tarifs des h\u00f4tels list\u00e9s sur Google Maps.<\/p>\n

Je ne suis pas s\u00fbr que nous ayons toutes les dates correctes, mais l\u00e0 n\u2019est pas la question. Ce qu\u2019il faut retenir c\u2019est qu\u2019en seulement quelques ann\u00e9es, des d\u00e9cennies de strat\u00e9gies de tarification h\u00f4teli\u00e8re sont devenues obsol\u00e8tes.<\/p>\n

Ne soyez pas surpris des avanc\u00e9es en terme de nuit\u00e9es qui se d\u00e9velopperont sous peu. Les agences de voyages en ligne ainsi que les sites de voyages sur internet continuent de chercher des moyens et solutions afin de gagner en comp\u00e9titivit\u00e9 par rapport \u00e0 leurs concurrents. Le Meilleur Prix est ce dont il est question en terme de ventes en ligne.<\/p>\n

Avec le passage de Google en m\u00e9ta-recherche ce mois-ci, la parit\u00e9 tarifaire des h\u00f4tels conna\u00eet des difficult\u00e9s alors qu\u2019une bataille entre les agences de voyages en ligne concurrentes ne fait que s\u2019intensifier. De plus, depuis que les r\u00e9seaux sociaux et carnets d\u2019adresses tendent \u00e0 changer le comportement des consommateurs sur internet, ces changements nous r\u00e9servent un avenir int\u00e9ressant.<\/p>\n<\/div>

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\"evolutionAujourd\u2019hui nous avons d\u00e9cid\u00e9 de jeter un oeil \u00e0 l\u2019histoire ainsi qu\u2019\u00e0 l\u2019\u00e9volution des prix dans l\u2019h\u00f4tellerie et la distribution. Beaucoup, oui vraiment beaucoup de choses ont chang\u00e9 en revenue management<\/a>\u00a0au cours des dix derni\u00e8res ann\u00e9es. C\u2019est dr\u00f4le de voir la vitesse \u00e0 laquelle nous nous sommes adapt\u00e9s \u00e0 ces changements comme si cela avait toujours \u00e9t\u00e9 de cette fa\u00e7on\u2026<\/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-24847","post","type-post","status-publish","format-standard","hentry","category-manuel-gestion-revenu"],"acf":[],"yoast_head":"\nEvolution de la Tarification dans le secteur H\u00f4telier<\/title>\n<meta name=\"description\" content=\"Le blog sp\u00e9cial revenue management d'Xotels vous propose un article sur l'\u00e9volution de la tarification au sein de l'industrie h\u00f4teli\u00e8re ainsi que l'historique des strat\u00e9gies de tarification et distribution.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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XOTELS\u00b4 diverse expertise and deep-knowledge across revenue management consulting, hotel management, and hotel consulting, enables us to drive results for independent boutique hotels, luxury resorts, and innovative lodging concepts. Below you will find opinion articles written by Patrick Landman.","sameAs":["https:\/\/www.xotels.com\/","https:\/\/www.linkedin.com\/in\/xotels\/","https:\/\/x.com\/xotels"],"url":"https:\/\/www.xotels.com\/fr\/author\/patrick"}]}},"_links":{"self":[{"href":"https:\/\/www.xotels.com\/fr\/wp-json\/wp\/v2\/posts\/24847","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.xotels.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.xotels.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.xotels.com\/fr\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.xotels.com\/fr\/wp-json\/wp\/v2\/comments?post=24847"}],"version-history":[{"count":0,"href":"https:\/\/www.xotels.com\/fr\/wp-json\/wp\/v2\/posts\/24847\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.xotels.com\/fr\/wp-json\/wp\/v2\/media?parent=24847"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xotels.com\/fr\/wp-json\/wp\/v2\/categories?post=24847"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xotels.com\/fr\/wp-json\/wp\/v2\/tags?post=24847"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}