The "Killer Application" of Revenue Management: Harrah’s Cherokee Casino & Hotel (ed. 2)
Ferguson, Mark E.
Crystal, Carolyn Roberts
MetadataShow full item record
Harrah’s Cherokee Casino and Hotel is an extreme and unusual example of revenue management techniques. Typical revenue management installations yield revenue enhancements of 3-7%. Harrah’s, chainwide, has seen 15% improvements, with Harrah’s Cherokee Casino and Hotel perhaps the most excessive beneficiary, despite serving no alcohol and having no traditional table games. Further, many traditional revenue management techniques are turned on their heads: For example, pricing decisions and customer segmentation rules are different for casinos than in virtually any other revenue management application.