Sheryl E Kimes

Sheryl E Kimes
Cornell University | CU

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116
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Publications

Publications (116)
Chapter
Full-text available
Cherita Howard, sales manager for the Accra Beach Hotel, a 175-room hotel on the Caribbean island of Barbados, was debating what to do about a request from the West Indies Cricket Board. The Board wanted to book a large block of rooms more than 6 months ahead during several of the hotel’s busiest times and was asking for a discount. In return, it p...
Chapter
Full-text available
The Royal Dining membership program is highly popular with diners and generates significant revenues. However, it might be displacing regular, full-price paying customers and could have a negative effect on the painstakingly built and maintained high-end luxury image of the Hong Kong Grand Hotel. In addition, quite a few managers and servers expres...
Article
Full-text available
In 2015, Fairmont Raffles Hotels International implemented a system-wide revenue management program in its restaurants. Starting with an analysis of baseline data, Fairmont applied a five-step revenue management process to highlight potential revenue-enhancement opportunities. Restaurant managers and employees were invited to suggest tactics and st...
Article
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In this paper, we show that the application of revenue management (RM) in luxury hotels is different because of the role that price and service delivery play in driving the luxury hotel customer experience. Luxury consumers often take price as a cue for quality and luxury, and given that luxury consumers are less price sensitive, the focus becomes...
Article
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In this article, I discuss the history of hotel revenue management (RM) and trace its evolution over the past 25 years. The most important change in hotel RM has been its evolution from a tactical inventory management approach to a more strategic marketing approach.
Article
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A substantial minority of restaurant guests would be willing to pay separately for a restaurant reservation, while a much larger group is not supportive of this approach, according to an online survey of 297 U.S. residents. Those respondents who are most likely to accept the idea of paying for a reservation represent customers who are also relative...
Chapter
Full-text available
The Royal Dining membership program is highly popular with diners and generates significant revenues. However, it might be displacing regular, full-price paying customers and could have a negative effect on the painstakingly built and maintained high-end luxury image of the Hong Kong Grand Hotel. In addition, quite a few managers and servers expres...
Chapter
Full-text available
Subject area Segmentation, business impacts of decision making, hotel management. Study level/applicability Undergraduate Business or Finance. Case overview The sales manager at a Caribbean hotel wonders whether to accept a large block booking at a discount rate from a group participating in an international sporting event. Do the promised public...
Chapter
Full-text available
Prego Italian Restaurant needs to decide how to best apply revenue management to improve profitability in both peak and off-peak periods. It is important for the company to consider potentially negative effects of revenue management strategies on customers and on staff, and to manage potential conflicts that may arise.
Article
There can be substantial differences between managers' and customers' perspectives on new self-service technologies.
Chapter
This chapter discusses the point that revenue management is about a hotel's ability to segment its consumers, price and control room inventory differently across the segments-in essence practice some form of price discrimination. Selling the right room to the right customers at the right time requires a revenue manager to forecast demand by market...
Chapter
This chapter discusses revenue management tactics for times when supply exceeds demand, with the goal of selling the right room at the right price at the right time to the right customer, so as to maximize revenue. The Great Recession was a difficult time for the hotel industry. When faced with a price war one can compete through non-price methods...
Article
Full-text available
Much of the past research on revenue management (RM) has focused on forecasting and optimization models and, more recently, on adaptation of RM to the specific needs in various industries, such as restaurants, car rental, transport and even health care services. Surprisingly, although many industries have become increasingly customer-focused, the c...
Article
Although hotels and restaurants have expressed strong interest in implementing restaurant revenue management (RRM), data, change management and system integration issues have often stymied their efforts. The intent of this article is to present a framework for understanding the various aspects of RRM in a full-service restaurant and to identify fer...
Article
Room rate-setting is a complex and challenging task that carries many financial and non-financial consequences for hotels. The extent to which a hotel emphasizes technology and/or human processes defines its rate-setting style. A survey of 170 hotels in the Asia-Pacific region reveals that hotels generally practice four major rate-setting styles. T...
Article
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Self-service technologies (SSTs) can help firms reduce labor costs while providing more channel options, but customers must be convinced of their value before foregoing a full service alternative. To understand how customers evaluate an SST, the authors conducted three studies to analyze the importance of convenience in the evaluation process along...
Article
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The ability to manage the time involved in a service process is critical to effective revenue management (RM). At the same time, customer satisfaction is also a key element of time management in services. In this study, we explore the time component of RM in services that sell time implicitly by examining a dining experience. Although service manag...
Article
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Definitions of revenue management encompass three fundamental concepts: revenue, space and time. In this study we explore the time component of revenue management in high contact services that sell time implicitly (e.g., a dining experience). In this context, service managers can use pace to manage service encounter duration and increase capacity d...
Article
After the busy lunch hours on a weekday afternoon, John, Prego's restaurant manager, was looking at the half-empty restaurant. He felt that it was in total contrast to the lunch and dinner hours, especially during the weekends, when they had to turn away customers. If seats were occupied during the off-peak hours, more revenue could be generated. D...
Article
We examined consumer perceptions of daily deal promotions. In a survey-based study conducted with a diverse sample of 973 respondents (655 daily deal users and 318 non-users), we find no evidence of daily deal fatigue. Instead, the heaviest daily deal users (those who have purchased 11 or more deals) are the most enthusiastic about them. They indic...
Article
Over the past year, restaurant operators have been inundated with sales pitches to run daily deals for their customers from companies such as Groupon, Living Social, OpenTable and Restaurant.com. On the plus side, daily deals can help restaurants fill unused capacity. Given that the only significant variable cost for restaurants is that of their fo...
Article
Having adequate personal space is an important aspect of users’ comfort with their environment. In a restaurant, for instance, spatial intrusion by others can lead to avoidance responses such as early departure or a disinclination to spend. A web-based survey of more than 1,000 Americans elicited behavioral intentions and emotional responses to a p...
Article
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Restaurants that take reservations have traditionally had complete control over their distribution and have relied on customers calling the restaurant to make reservations. Restaurant distribution is rapidly changing as third-party reservation sites such as OpenTable.com and http://UrbanspoonRez.com have entered the market and restaurants offer onl...
Article
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What insight do professional revenue management (RM) have about the future? A survey of 487 professionals found the future was going to be much more strategic in nature and will be more strongly driven by technology in which function space will be the new frontier. As technology evolves analytical pricing models and social networking/mobile technol...
Chapter
Revenue management has been widely studied (for a review of the Revenue Management literature, see Boyd and Bilegan, 2003; McGill and van Ryzin, 1999; Weatherford and Bodily, 1992) and has been applied to a number of industries including the airline industry (Smith et al., 1992), the hotel industry (Hanks et al., 1992), the restaurant industry (Kim...
Article
Purpose – The purpose of this paper is to propose and test a model which defines the psychological processes that mediate the relationship between perceived wait duration (PWD) and satisfaction. This model will provide a framework for evaluating the impact of situational and environmental variables in the servicescape on customer reaction to the wa...
Article
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This article suggests ideas for introducing integer modeling of fixed (entry) costs with Excel Solver to business students. The presented example uses concepts from accounting, such as assessing distribution channel profitability , and blends them with management science techniques. The effectiveness of the software use is in integrating it success...
Article
This paper examines consumers' responses to reduced personal space in a service setting. It describes two studies that investigate how users respond to restaurant tables spaced closely together. The first study evaluated consumers' emotional responses to a projected dining experience when dining tables were spaced at one of three distances, and fou...
Article
The purpose of this survey-based research was to determine whether brand class influences the perceived fairness of hotel revenue management (RM) pricing strategies. We found that brand class does not impact perceptions of fairness of RM pricing practice strategies when controlling for familiarity and the provision of information. The implication i...
Article
Full-text available
Purpose – Restaurant operators can process a greater number of customers and increase revenues by reducing service encounter duration during high demand periods. Actions taken to reduce duration may be experienced by customers as an increase in the pace of the service encounter. While achieving a reduction in duration may be appealing from a revenu...
Chapter
This study addresses how to construct sales forecasting models by using restaurant reservation data. The issues of how to retrieve booking patterns, search for influential parameters, and divide samples for training, validating, and testing are discussed. Regression and Pick Up models, which are common practice, are also built as benchmarks. We use...
Article
Full-text available
Administration was one of the first in the world to offer a university course in revenue management (starting in 1994) and currently offers five courses related to revenue management: Yield Management, Restaurant Revenue Management, Managing Hospitality Distribution Strategies , Hospitality Pricing and Analysis, and Nontraditional Revenue Managemen...
Article
Full-text available
Empirical research on menu design and price presentation thus far has focused primarily on attitudinal affects on consumers and not necessarily on actual purchase behavior. This experiment uses price presentation manipulations to determine what price formats may affect consumer purchase behavior. Overall, price presentation was not found to be a si...
Article
In principle, spa managers should be able to apply revenue management to spa operations. To do so, however, requires a revision in the way most spas traditionally have viewed sales. Most spa managers track appointments and customer needs, but instead they need to focus specifically on the time element involved in their services. A time-related meas...
Article
Reservations give restaurants the capability to select the most profitable mix of customers and help them better control their time. Reservations are not without problems because of the uncertainty associated with customers honoring their reservation and with the uncertainty associated with the length of time that customers will use the service. Ma...
Article
The focus of this chapter is on the strategic role of price in revenue management (RM). In order to successfully use price as a strategic weapon, fi rms must address two questions: what prices to charge and how to determine which customers or market segments should be offered those prices. In addition, companies must study and understand both custo...
Article
Technology systems can support restaurant managers' efforts to improve sales and profits through revenue management. By subdividing a meal into its component sections, a manager can determine which systems to apply at a particular stage for the purpose of providing the greatest revenue benefit for a particular restaurant. In adopting technology, ma...
Article
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Restaurant operators who seek to increase table turns during peak periods may want to speed up the meal's pace. However, excessive speed may make customers feel rushed. A survey of 218 respondents found that too fast a pace does affect customer satisfaction with the meal experience, with fine-dining customers more sensitive to pacing issues than cu...
Article
A study of 153 travelers in three airports (Dallas, Pittsburgh, and Ithaca) found that respondents held a generally negative view of hotel companies' pricing policies. The respondents were asked specifically about their reaction to best available rate pricing, as compared to the common practice of quoting a single rate for a multiple-night stay. Co...
Article
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Perceived fairness of revenue management (RM) pricing is a serious concern, as RM uses different prices for funda- mentally the same service. The authors examine the effects of familiarity with an RM pricing practice, framing of prices, and fencing condition (i.e., whether a respondent was advantaged or disadvantaged by an RM price) on fairness per...
Article
According to a study of the fairness of four common, revenue-enhancing, waitlist-management techniques, restaurants can violate first-come, first-served expectations in seating waiting customers. However, any manipulations to the queue must be done carefully and with a full explanation. Faced with one of several scenarios in which a restaurant viol...
Article
A 350-room Caribbean hotel has extremely high demand for its 92 beachfront palapas. It can offer these palapas to guests on a first-come, first-served basis or it can charge the guests a daily rental fee. The question becomes one of the trade-off between revenue maximization and customer satisfaction.
Article
Little research has been done on the optimal mix of supply in service businesses that maximizes revenue. Our research context is the full-service restaurant table mix problem. This problem, which is quite new to the literature, finds the optimal number of different size tables for a restaurant to maximize its value (revenue or contribution) generat...
Article
Full-text available
Restaurateurs seeking to maximize revenues should look carefully at how long their tables are occupied and at how much the average diner spends. This study examines two aspects of the restaurant environment—table type and table location—to determine whether the placement or configuration of a dining table (in particular, whether it has an architect...
Article
Revenue management has been used in a variety of industries and generally takes the form of managing demand by manipulating length of customer usage and price. Supply mix is rarely considered, although it can have considerable impact on revenue. In this research, we focused on developing an optimal supply mix, specifically on determining the supply...
Article
Full-text available
Revenue-management tools can be used by restaurant managers to analyze the effects of process-control changes. A dinner house seeking to shift demand and to achieve greater facility utilization during busy times analyzed the factors that caused delays in the service process—and thus increased the guest queue. Although the restaurant was able to has...
Article
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Demand-based pricing is underused in many service in- dustries, because customers are believed to perceive such pricing as unfair. Fencing can be highly effective in im- proving the perceived fairness of demand-based pricing. In this study, five fences were explored in a restaurant con- text across three countries (Singapore, Sweden, and the United...
Article
Firms should be able to apply the time-based philosophy of revenue management to their sales forces. To do so requires a revision in the way most sales divisions traditionally have viewed salesperson time. Hence, a different type of proposed measure, revenue per available salesperson hour, is proposed to better integrate the value of the salesperso...
Article
Full-text available
Revenue management is a sophisticated form of supply and demand management that helps a firm maximise revenue by balancing pricing and inventory controls. In recent years, an increasing number of firms have recognised the importance of revenue management in their ability to increase sales and profitability. When a firm that is fundamentally custome...
Article
In this paper, I have reviewed the evolution of my research in revenue management and discussed areas for future research. I find revenue management particularly fascinating because of its multifaceted nature. Although many people associate revenue management with quantitative techniques such as forecasting, optimization, and overbooking, this only...
Article
Full-text available
The arrivals forecast is one of the key inputs for a successful hotel revenue management system, but no research on the best forecasting method has been conducted. In this research, we used data from Choice Hotels and Marriott Hotels to test a variety of forecasting methods and to determine the most accurate method. Preliminary results using the Ch...
Article
A number of authors have advocated a move towards integrating customer relationship management (CRM) and revenue management (RM). The implications of integrating CRM and RM strategies in the context of the hotel environment, however, have received little attention. The key questions that need to be addressed are: who should be targeted with CRM eff...
Article
Full-text available
Experience in other industries has shown that revenue management can increase revenue without affecting customer satisfaction. Revenue management, however, is underutilised in the golf industry, as customers are believed to perceive such practices as unacceptable and unfair. This paper explores six revenue management practices that might be suitabl...
Article
Full-text available
Restaurants have two strategic levers for revenue management: duration control and demand-based pricing. Reducing dining times, especially during peak periods, can add considerable revenue for the restaurant. Managing meal duration, however, can be far more complex than manipulating the price. This paper examines dinner duration expectations for a...
Article
The hotel industry is gradually catching on to this revenue-enhancing technique.
Article
Golf courses have two strategic levers, round duration control and demand-based pricing, that they can deploy in a revenue management programme. Before embarking on a revenue management programme, golf courses must first clearly define their capacity. This study uses simulation to study the most controllable factor of capacity: the tee time interva...
Article
Even with the variety of distribution channels available, rate and length of stay remain the key factors in revenue management.
Article
Full-text available
Variable pricing in restaurants—for example, by day part or weekends versus weekdays— is likely to be okay with customers provided the different price schemes seem fair.
Article
Applying yield-management principles to rate structures is complicated by what consumers perceive as unfair practices.
Article
Hotels can apply revenue-management systems to their function spaces—and boost the revenue contribution from those spaces.
Article
A hotel's or airline's revenue-management system is (1) quite valuable and (2) a trade secret. Trade secrets involve special proprietary information and processes, including publicly available information that is assembled in a special manner by the trade secret's owner. Establishing that a process is a trade secret involves demonstrating that it i...
Article
A hotel's or airline's revenue-management system is (1) quite valuable and (2) a trade secret. Trade secrets involve special proprietary information and processes, including publicly available information that is assembled in a special manner by the trade secret's owner. Establishing that a process is a trade secret involves demonstrating that it i...
Article
Full-text available
Most hotel revenue-management systems require inputs of the forecasted demand by rate category and length of stay. A test of four different approaches to obtaining a forecast (fully disaggregated, aggregating by rate category only, aggregating by length of stay only, and aggregating by both rate category and length of stay) found that the fully dis...
Article
Quality-management gurus have always assumed that maintaining product quality would improve profitability. It turns out that they are correct.
Article
Hotels can apply revenue-management systems to their function spaces—and boost the revenue contribution from those spaces.
Article
In principle, golf-course operators should be able to take advantage of the time-based strategy of revenue management. To do so, however, requires a revision in the way most golf-course operators traditionally have viewed sales. Many golf courses track item contribution margin, costs, revenue per daypart, or similar operating ratios. A different ty...
Article
“Yield Management, which involves the allocation of seats to different classes of customers (paying different prices) has produced significant improvements in load factors and revenues for airlines and represents a major success for OR” Ormerod1
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Yield management helps hotels more profitably manage the capacity of their rooms. Hotels tend to have two types of business: transient and group. Yield management research and systems have been designed for transient business in which the group forecast is taken as a given. In this research, forecast data from approximately 90 hotels of a large Nor...
Article
Three years of quality and operational performance data from 1,135 franchised Holiday Inn hotels were analyzed to determine the relationship between product quality and operational performance. Hotels with at least one quality defect in the exterior, the guest room, and the guest bath had a revenue per available room per day (RevPAR) of approximate...
Article
Propounding theories is one thing, but too often the intended beneficiary hasn't the time or tools to check their usefulness. Here's a case where researchers worked with a local restaurant to test their ideas, make recommendations for improvement, and track the results.
Article
Revenue management for restaurants hinges on an appropriate measure of revenue. Here's the basis of one such measure - revenue per available seat-hour.
Article
Full-text available
Revenue management (or yield management) rests on a measure of the time involved in the guest-service cycle. Such a time-related measure raises complications for restaurants, because they explicitly sell meals, rather than a period of time at the table. Existing measures of restaurant success do not give restaurant managers an effective gauge for r...
Article
Yield management, controlling customer demand through the use of variable pricing and capacity management to enhance profitability, has been examined extensively in the services literature. Most of this work has been tactical and mathematical rather than managerial. In this article, the authors suggest that a broader view of yield management is val...

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