TIMS Categorized Hotel Rate Analysis
The TIMS Report [SAMPLE PDF] is a detailed analysis of rates and room types being distributed by Central Reservation Offices (CRO) to Global Distributions Systems (GDS.) We use a customized spreadsheet to detail room rates and availability information over a 4, 8 or 12 week period (or longer), in the future called the TIMS Competitive Rate Analysis Report (a.k.a. TIMS Report). We categorize the availability in the market into several TIMS categories. This process is unique to our Reports and helps our clients to better organize and manage the large numbers of available room nights in their markets. The Report is divided into eight different areas of analysis plus three graphs which are explained below.
The Sold Out Nights [SAMPLE PDF] chart illustrates when Central Reservation System's (CRS) rate information distributed by GDS shows there are no rooms available for a one-night stay on the dates of the reporting period. "XXX" indicates that there are NO rates available for that one night and "O" indicates that rate(s) are OPEN for that night. Keep in mind, the standard TIMS Report analyzes availability for a one-night stay query, therefore availability for multiple night stays may be different. (We can provide "multi-night" reports for extended stay properties.)
The Member Discount Dates Available [SAMPLE PDF] chart displays when the hotels have Qualified Member Discount rates open or closed. This information should help you determine how "full" your competitors are getting. Qualified Member Discounts are rates that require an ID or membership card in order to receive a discounted rate i.e., travel agents, senior citizens, auto clubs, etc. The symbols used are "O" indicating that Member Discount rate(s) are open for that day and the "XXX" indicating that they are closed for that day. A yellow highlighted "XXX" indicates that member discounts are not available but the hotel is still open and available with other rates. A blank box means that the hotel does not offer any Member Discounts for any of the 28 days of this reporting period.
The Low Rate [SAMPLE PDF] chart analyzes the lowest, non-qualified room rate for a one-night stay. This section analyzes not only standard and corporate rates but also other non-qualified room rates such as weekend, advance purchase, suites, and package rates to find the lowest available rate for that night loaded in the CRS and distributed by GDS. Note: The TIMS Report does not analyze consortia or negotiated rates.
The Low Corporate Rate [SAMPLE PDF] chart identifies the lowest, non-qualified, corporate, standard or "Best Available Rate" (whichever is lower) for a one-night stay. This chart helps to identify the rates most transient business travelers are being offered. This chart also helps to sort out the presence of any special and promotional rates being offered.
The Auto Association, Senior Citizen and Government Low Rate Charts [SAMPLE PDF] are each found on separate pages. They identify the lowest rate available to any member of these groups for a one-night stay. The yellow highlighted "XXX" indicates that the Rate is not available but the hotel is still open and available with other rates. The un-highlighted "XXX" indicates that the hotel is Sold Out for a one-night stay. A blank cell indicates that the discounted rate was not offered during that reporting period.
The Variance Charts for both the Low Rate and Corporate Rate charts compute the variance of your hotel's rates in relation to your competitor's rates for each day of the subject reporting period. If your competitor's low rate is lower than your hotel's low rate, the variance appears as a negative number i.e., (35.00). Conversely, if their rate is higher than your rate the variance appears as a positive number.
The History Charts found on Low Rate, Low Corporate and Auto Associations calculate the amount of increase or decrease of rates on this current TIMS Report compared to the same dates on the previous TIMS Report. An increase in the rate from the previous Report will be shown as a positive number 'X'. A decrease in the rate from the previous Report will be shown as a negative number '(X)'. No change in the rates from the previous Report will be shown as '0'. When there are dates that do not have any history from which to compare, the symbol '--' will be used. Note: Some dates of the current TIMS Report will not have any history of dates to compare given that the reporting periods of each TIMS Report move forward by one week for a weekly subscriber, by two weeks for a biweekly subscriber. For a TIMS Subscriber receiving 13 reports-per-year the reporting periods move forward by four weeks each time and unfortunately do not overlap any dates of the previous TIMS Report therefore, the History information will not be available.
The High-Low Rate Comparison [SAMPLE PDF] displays variance between each hotel's highest, non-qualified, available rate and the low, non-qualified, available rate (as shown on the Low Rate chart). This chart may include suite, concierge, penthouse rates and special package rates as the High rates.
The Index of Room Types & Rates [SAMPLE PDF] displays all the available rates and their corresponding room types (including qualified rates) that were found available during the subject reporting period. The rates are listed from lowest to highest. The TIMS category that we have given each rate is also listed on the Index, i.e., corporate, rack, weekend, special, government, qualified member discounts, qualified and qualified multi-nights. Please keep in mind that only the rates found to be available during the subject reporting period will be included on this Index.
The "Low Rate" [SAMPLE PDF] and the "Corporate Rate" Graphs [SAMPLE PDF] Graphs each illustrate their respective chart from the Analysis sections in the TIMS Report and can be found on separate spreadsheets of the Report. These graphs present the host hotel's rates in contrast to the competitor hotels' rates for both Low and Corporate rates and are plotted day by day for the subject reporting period. The host hotel's rates are shown as a line chart and the competitor hotel's rates are shown as symbols. Some adjustments have been made to make the Graphs easier to view. For example, if the hotel is sold out it is not plotted on the Graph. When viewing the charts in Excel on a computer, the user can place the cursor over any of the symbols to get an actual reading of the hotel name and the particular rate. A color printer is best for printing however, we selected colors that print well with a black and white laser printer too.
The "Indication of Higher Occupancy" Graph [SAMPLE PDF] is based on the assumption that rates will rise when occupancy reaches a particular threshold level. Also found on its' own spreadsheet, this chart evaluates each day's low rate against particular parameters and then marks that day with a symbol when higher occupancy may be indicated. A pyramid symbol is plotted when that low daily rate is higher than the lowest weekday or weekend rate for the 28-day period and when Member Discount rates for that day are either closed or within 90% of the regular low rate. Weekday rates are compared to the lowest weekday rate and weekend rates are compared to the lowest weekend rates. (This graph may not be valid during periods of seasonal rate changes.)
The "Rate Alert" [SAMPLE PDF] feature makes it easier for you to recognize rates greater than or less than the limits you set for the comparison of your hotel to each of your competitor's rates. Since the relationship of each of your competitor's rates are not the same when compared to your hotel's rates, think of Rate Alerts as a way to notify you when their rates are out of sync with the normal relationship between your two rates. The analysis to the left of the Increase / Decrease table should help you with your decision. If necessary we can pre-set the percentage you choose as the default on all future TIMS Reports. Just print out the RATE ALERT after you have set the percentage above and fax it to 301-617-8731. You will still be able to adjust the Rate Alerts on new TIMS Reports if needed. Note: Rate Alerts are not applicable to "Auto Assoc Rates".
All the numbers used for portions of the TIMS Report analysis and graphs can be found on the TIMS Report on the Data spreadsheet and can be printed. This Explanation document can also be found on a separate spreadsheet called Explanation. Footnotes and electronic comments are used throughout to explain in more detail the symbols used in each section of the Report.
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