The natural extension of marketing

When Gleneagles opened in 1924, it was described as a ‘Riviera in the Highlands’ and the ‘eighth wonder of the world’. Today, the hotel is dedicated to excellence, just as it was in its earliest days when the avowed intention of its management was ‘to create happiness’. To deliver that excellence, Gleneagles has developed an approach to revenue management that encapsulates excellence, quality of service and value in order to deliver the right customer at the right price at the right time and thereby optimise revenue. Revenue management (RM) is about getting the right, profitable customers through the marketing function. At Gleneagles, this means identifying the more profitable customers and implementing a marketing strategy that concentrates on delivering those customers. To do this, the marketing team needs to develop and use systems and information which will enable customers to be identified in terms of revenue.