Accessing from Configuration>Rate Management>Codes>Market Groups, Market Groups allow you to group market segmentation codes into categories corresponding to the property’s marketing strategy. This segmentation provides both statistics and financial reporting at the group level as well as at the code level.
OPERA produces statistical reports showing revenue, number of guests, number of rooms occupied, average room rate, food and beverage revenue, and other revenue based on the market code attached to each guest reservation record. In most cases, property chains have set standard market codes to which their member properties must adhere. However, individual properties are free to determine what marketing information they require and what codes they will use to collect this information.
Typical main groups would be Corporate, Wholesale, Package, Fairs, Discount, Corporate Group and Leisure Group. Using this example, the property would probably create single market segments under the Corporate main group such as Local Company, Contracted Rate, Corporate Day-use. A marketing statistic report can be calculated each night to determine the total rooms/revenue posted to each market segment and then sub- totaled at the market group level.
Note: All Market Group codes can be distributed to multiple properties from the Generic Template Configuration Form if the add-on license code OPP MHOT (Multi Property Base) has been activated.
Template. Market groups can be distributed to multiple properties if the OPP_MHOT Multi-property add-on license code is active. Select the Template radio button at the top of the screen to configure market codes for distribution to the properties in your cluster.
Property. Select the Property radio button to customize centrally distributed market codes for individual properties. The Property list of values box displays. Select the property from the Property drop down list.
Show Inactive. Select this check box to mark the code as active or inactive. Inactive market groups by default are excluded from the display list for the property.
X. Select or de-select one or more records displayed on the Market Groups results grid.
Market Group. The code for the market group (FIT, DIR, WHO, COR).
Description. The description for the market group (Frequent Individual Traveler, Direct, Wholesale, Corporate).
Sequence. The order of succession for items to appear in a list by assigning them a numeric order.
S&C. The display sequence for market groups to appear in the business block in the Sales & Catering application.
Search. Select Search to find market groups for which you have defined search criteria.
All. Use this function to select all of the records on the Search Results Grid.
None. Use this function to de-select all of the records on the Search Results Grid.
Move Up/Down. Change the display sequence of the market group.
Copy. Select the market group you want to copy and select Copy. OPERA displays the property list so you can select one, several, or all properties to copy to.
New. Select New to create a market group and all its relevant information.
Edit. Select Edit to change any of the attributes for this market group.
Delete. Select Delete to delete the market group from the template or property.
Close. Select Close to exit from this screen.
To add a new market group, select the New button. When the OPP_MHOT Multi-property add-on license is active, the New and Copy buttons are available only when the Template radio button is selected. To edit a market group, select an existing market group from the list then click the Edit button.
Provide the following information on the Market Groups - New screen or the Market Groups - Edit screen and select the Save button.
Market Group. Designation to be used for the market code (e.g., FGOV, SGOV, GA, GC, CO, HS, CORP, LCORP). This code may not be changed once the market code is saved.
Note: The Market Group code used here cannot exceed ten characters in length.
Description. Description for the market code (e.g., Federal Government, State Government, Group Association, Corporate Group, Complimentary, House Use, Corporate, Local Corporate).
Display Sequence. The number assigned here controls the position of the market code in listings. Market codes without a sequence number are listed alphabetically following market codes that have a number assigned. Sequence may also be controlled by highlighting a record on the Market Codes screen and using the Move Up and Move Down buttons.
S&C Sequence. Available when the OPS_<version_number> OPERA S&C license is active and the application parameter Reservations>Market Main Groups is set to Y. The number assigned here controls the sequence of the market groups list in a business block. When you are working in the S&C application, market groups in the business block will be sequenced according to the S&C Sequence field. When you are working in the PMS application, market groups in the business block will be sequenced according to the Sequence field. Market Groups without a sequence number are listed alphabetically following market groups that have a number assigned. Sequence may also be controlled by highlighting a record on the Market Groups screen and using the Move Up and Move Down buttons.
Inactive. Check this option if you wish to render an particular market group inactive. This is particularly useful for market groups that are for a specific use and that you do not want readily available.