Why do hotel management teams commonly prioritize REVPAR over the occupancy rate or the average room rate, and why is this likely the correct approach?
For the majority of hotel general managers and the sales/revenue teams working alongside them, maximizing room revenue is one of the most crucial primary goals. To accurately assess the financial performance of a hotel, hotel professionals depend on a range of metrics including occupancy percentage, expected room revenue, room rates, and average room rate/average daily rate.
However, among these metrics, one stands out as the king metric that is widely referenced and highly emphasized in the industry: REVPAR, or Revenue per Available Room.
REVPAR takes into account both the Average Room Rate (ARR) and occupancy percentage, providing a comprehensive assessment of a hotel’s ability to generate room revenues. In this article, we will explore the significance of REVPAR, its calculation methods, and try to understand why its applications are considered crucial in the hotel industry.
REVPAR, short for Revenue per Available Room, is a crucial measurement in evaluating the financial success of a hotel. Unlike other metrics that focus solely on occupancy or average rate, REVPAR combines these factors to provide a comprehensive analysis.
It is crucial to understand that solely focusing on one measurement, such as occupancy or average rate, is insufficient to determine if a hotel is truly maximizing room revenues. For instance, high occupancy with a low average rate or a high average rate with low occupancy may indicate suboptimal revenue generation.
This is where REVPAR comes into play. By combining both rate and occupancy, REVPAR effectively measures management’s performance in maximizing revenue. It takes into account achieving a high occupancy percentage and a high average room rate, which are key factors in maximizing total room revenues. By considering both aspects, REVPAR provides a comprehensive evaluation of a hotel’s revenue-generating capabilities.
Calculation of REVPAR
There are two formulas commonly used to calculate REVPAR. The first formula divides the total room revenue by the total number of rooms available, while the second formula multiplies the average rate by the occupancy percentage. Both methods yield similar results, and either one can be used:
Formula 1: Total Room Revenue / Total Rooms Available
Formula 2: Average Rate × Occupancy Percentage
The first formula is considered the most accurate, while the second one yields similar results and is also considered acceptable for use.
The Importance of REVPAR
REVPAR holds significant importance as one of the primary measurements for evaluating a hotel’s financial performance. It provides insight into how effectively hotel management can increase the average rate while achieving higher volume and occupancy to maximize revenue.
This metric provides valuable insights into the outcomes achieved through increasing the average room rate, making it a crucial element in determining an optimal pricing strategy. It helps strike the right balance between price point and guest acceptance of such rates.
Solely focusing on the average room rate (ARR) could potentially harm occupancy if the property is perceived as unrealistically priced. Likewise, solely prioritizing a high occupancy rate may require sacrificing room rates unnecessarily to drive volume.
REVPAR emerges as a powerful tool for effectively managing the rate/occupancy balance, leading to the true maximization of overall room revenue.
The Significance of REVPAR in Financial Analysis
As we just saw, REVPAR serves as a vital tool for hotel management teams to optimize room revenues effectively. Its importance extends beyond the hotel itself, as it is also utilized by outside investors and financial institutions when evaluating investments.
REVPAR finds its place in profit and loss statements, annual reports, and other financial documents. Some specific uses of REVPAR include:
- Assessing the hotel management team’s ability to maximize total room revenue.
- Comparing hotel performance to similar establishments in the same market area, known as the hotel competitive set.
- Monitoring the hotel’s progress in consistently increasing total room revenue compared to previous years and budgeted targets.
- Assisting owners, external investors, and financial institutions in projecting future room revenues and cash flows.
Conclusion / Summary
In the dynamic and competitive world of the hotel industry, REVPAR emerges as a critical metric for hotel professionals. By considering both the average rate and occupancy percentage, REVPAR provides a comprehensive evaluation of a hotel’s ability to generate room revenues. It enables hotel management teams to strategically balance rate and occupancy, ultimately maximizing total room revenue.
REVPAR’s significance extends beyond internal operations, as it is utilized by outside investors and financial institutions to assess the financial performance and potential of hotels. The daily calculations, inclusion in reports, and presence in financial statements demonstrate the integral role that REVPAR plays in the day-to-day operations and long-term planning of hotels.
Understanding REVPAR empowers hotel professionals to make informed decisions that drive revenue optimization. By leveraging this vital measurement, hotel management teams can identify areas for improvement, implement effective pricing strategies, and achieve financial success in an increasingly competitive industry. As the hotel landscape continues to evolve, REVPAR remains an indispensable tool in maximizing revenue and ensuring the long-term success of hotel establishments.
For more information on REVPAR in the Hospitality Industry, we recommend the following resources:
Investopedia – Revenue Per Available Room (RevPAR): Definition and Example: https://www.investopedia.com/terms/r/revpar.asp
Amadeus – Revpar Formula and Meaning: https://www.amadeus-hospitality.com/insight/what-is-revpar-formula-calculate/
Siteminder – What is RevPAR and how do you calculate it?: https://www.siteminder.com/r/calculate-revpar/