Relative competitive performance. Finally to assess the RM efforts regarding the weekend sales during low season, the revenue management team seeks to conduct a competitive weekly performance analysis with their two neighbouring full-service hotels. Fortunately, they just received the newest STR report with their two closest direct competitors' data. By request, the data differentiates between weekdays and weekends, which allows them to assess the effectiveness of the hotel's revenue management strategies regarding the distribution channel. After the decision for the the website and the loyalty program distribution channel, the following observations were made. Low Season, weekends Hilton London Metropole Convention & Spa (After Introduction of the Loyalty Program for weekend sales) 85% $120/ room night $102/ room STR DATA of the competitive set performance (weekends) 80% $130/room night $ 104/room OCC ADR REVPAR To conduct a comparative, competitive analysis by using the occupancy, ADR and RevPAR results (See table above), and A. Evaluate the hotel's performance relative to its STR competitive set for the low season weekend data by calculating all penetration indices (occupancy, ADR and RevPar indices). (6 marks) B. Given your analysis in (A), comment on the hotel's relative over-/underperformance and provide a recommendation on how the RM can address these. (8 marks) C. Briefly explain the hospitality-specific agency model between hotels and travel agents. (6 marks) [Show your workings and 2 decimals in all calculations.] Relative competitive performance. Finally to assess the RM efforts regarding the weekend sales during low season, the revenue management team seeks to conduct a competitive weekly performance analysis with their two neighbouring full-service hotels. Fortunately, they just received the newest STR report with their two closest direct competitors' data. By request, the data differentiates between weekdays and weekends, which allows them to assess the effectiveness of the hotel's revenue management strategies regarding the distribution channel. After the decision for the the website and the loyalty program distribution channel, the following observations were made. Low Season, weekends Hilton London Metropole Convention & Spa (After Introduction of the Loyalty Program for weekend sales) 85% $120/ room night $102/ room STR DATA of the competitive set performance (weekends) 80% $130/room night $ 104/room OCC ADR REVPAR To conduct a comparative, competitive analysis by using the occupancy, ADR and RevPAR results (See table above), and A. Evaluate the hotel's performance relative to its STR competitive set for the low season weekend data by calculating all penetration indices (occupancy, ADR and RevPar indices). (6 marks) B. Given your analysis in (A), comment on the hotel's relative over-/underperformance and provide a recommendation on how the RM can address these. (8 marks) C. Briefly explain the hospitality-specific agency model between hotels and travel agents. (6 marks) [Show your workings and 2 decimals in all calculations.]
