Hotel executives stand firm behind revenue per available room as the standard performance metric, but gross operating profit per available room is gaining popularity.

Both are equally important, according to Bjorn Hanson, principal, Hospitality and Leisure practice, PricewaterhouseCoopers.

"In the old days, we looked at occupancy and rate, and RevPAR wasn't the norm," he said. "The evolution of the sophistication of managerial finance, to the extent that it accommodates occupancy and RevPAR, there are opportunities for much more. GOPPAR is the next obvious metric."

RevPAR and GOPPAR are useful as far as limited-service hotels are concerned," Geller said. "GOPPAR is always useful, but they are less relevant when it comes to full-service hotels where the key numbers are of course RevPAR to a component, but also total RevPAR. Now GOPPAR is relevant as well in comparing it but you have to also have a metric that takes out GOPPAR without F&B and other revenue as well in a full-service hotel."

GOPPAR is not the be-all, end-all of metrics, he said.

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