Fredrik Önrup

Lecture in Revenue Management for Culture Academy
Revenue Management means selling the right product, at the right price, to the right customer, at the right time and in the right channel, where the goal is to increase the business’s profitability. Some today apply some form of Revenue Management with, for example, differentiated pricing, but without actually having any calculations and statistics as a basis for their strategies. One of the goals of the lecture is therefore to make theory of the practical. Historically, the hospitality industry has been based on a cost perspective in terms of supply and pricing, but has not always taken market forces into account. With the help of the theories behind Revenue Management, a new approach has been developed where you can take control of demand and pricing in order to optimize revenues for maximum profitability.